Harney County, OR - Marketing Plan

Harney County, OR MARKETING PLAN

Harney County, OR

EXECUTIVE SUMMARY

This Marketing Strategy is designed with a three-fold purpose: to deepen the sense of community and pride among local Harney County residents, to enhance the county's appeal as a tourist destination, and to attract a skilled workforce to support and grow the local economy.

The plan aims to leverage the county's place-based and natural assets to create a compelling narrative that resonates with locals, visitors, and potential new residents or investors.

Objective

Our objective is to showcase Harney County's unique blend of natural beauty, rich cultural heritage, and vibrant community life.

This plan strategically aligns with Harney County's newly established brand strategy encapsulated by the tagline “Land, Water, Sky, Soul.” This tagline captures the essence of Harney County's natural splendor and the profound connection between its landscapes and the community's spirit.

This plan will also utilize the new visual identity across all marketing channels to create a unified visual aesthetic.

Campaigns and initiatives will emphasize the themes encapsulated in this new brand – the expansive lands, the life-giving waters, the vast skies, and the soulful connection of the community and its heritage.

Through this, our aim is to not only attract interest but to forge an emotional connection with our audience, strengthening residents’ ties to their community and inviting visitors to experience the harmony and beauty of Harney County for themselves.

Approach

Since we are building this initiative from the ground up, this strategy focuses on the most foundational elements first, and recommends a phased approach to building brand recognition.

By highlighting the county's unique attractions, culture, and natural environment we aim to create an appealing sense of place, and a memorable brand story for Harney County. A narrative to attract and retain people who value the authentic lifestyle and assets available here, thus fostering sustainable growth and prosperity in the county.

Target Audiences

Identifying Harney County’s ideal Target Audience is a foundational aspect of the Harney County Marketing Plan and allows us to strategically design campaigns and messaging to genuinely engage with them.

HARNEY COUNTY RESIDENTS

Targeting "Harney County Residents" is central to fostering community pride and unity. This audience encompasses a diverse demographic from ranchers and farmers to business owners, educators, and conservationists. This audience is deeply connected to the land and values sustainable living, community engagement, and the preservation of Harney County's natural and cultural heritage. Our strategy will focus on reinforcing this bond, encouraging local involvement, and promoting initiatives that enhance quality of life, support local businesses, and celebrate the county's unique identity and heritage.

deeply connected to the land

VISITORS

OUTDOOR ENTHUSIASTS AND NATURE LOVERS

Drawn to Harney County for its unparalleled outdoor activities, from the birdwatching opportunities at Malheur Wildlife Refuge to the serene hikes and breathtaking landscapes of Steens Mountain and the Alvord Desert. They seek adventures that allow them to capture the beauty of nature through photography, immerse themselves in the tranquility of camping under the stars, and explore the diverse ecosystems that make this region a haven for those who cherish the great outdoors.

capture the beauty of nature

HERITAGE AND CULTURE SEEKERS

Drawn to Harney County for its rich history and culture, including the vibrant traditions of the Burns-Paiute Tribe, the pioneering spirit of early settlers, and the enduring legacy of the cattle and ranching industry. They value immersive experiences that connect them to the region's past and present, seeking to understand the stories and customs that have shaped this unique landscape and its communities.

understand the stories and customs

WELLNESS AND RELAXATION TRAVELERS

These travelers seek serene retreats like natural hot springs, prioritizing destinations that offer peaceful and rejuvenating experiences. They value settings that facilitate relaxation, mental and physical wellness, and a connection to nature, seeking out tranquil environments where they can unwind and recharge among breathtaking landscapes.

peaceful and rejuvenating experiences

VISITORS

ADVENTURE SEEKERS

This group values destinations that challenge their spirit of adventure and provide unforgettable encounters with the natural world. Attracted to the thrill of unique high desert experiences, from the rugged trails of hiking and backpacking to the serene nights of camping under starlit skies. They seek destinations offering a diverse array of activities like cycling through vast landscapes, horseback riding over rolling hills, or exploring in RVs.

challenge their spirit of adventure

ECOTOURISTS AND ENVIRONMENTALISTS

Attracted to Harney County, for its commitment to sustainable travel and conservation. They are drawn to the area's efforts in wildlife conservation and the preservation of natural habitats, seeking experiences that align with their values of environmental stewardship. This group values educational opportunities and preservation of the natural world.

environmental stewardship

HUNTERS

Hunters are drawn to Harney County for the thrill of pursuing large game in untouched wilderness. They seek the adventure of tracking species like elk, deer, and game birds in their natural habitat. With the necessary licenses and adherence to seasonal regulations, hunters can embark on unique expeditions, blending the challenge of the hunt with the beauty of the landscape.

THE THRILL OF PURSUING LARGE GAME

ARTISTS AND MAKERS

Traditional artistry is an immersive experience in Harney County, and tourists often develop new skills when they visit. Whether they prefer the solitude of nature while they draw or paint beautiful landscapes, or they take a class in leathermaking, weaving, or other media, the area offers unique experiences that leave visitors with long-lasting memories.

Immersive artistry, new skills

ASPIRING LOCALS

REMOTE WORKERS AND DIGITAL NOMADS

Attracted to Harney County for its peaceful environment and the opportunity to embrace a serene lifestyle away from bustling urban centers. They are drawn by the potential for remote work and captivated by the scenic beauty, but they also like the prospect of having an impact on the community in which they live. They’re likely to volunteer and they care deeply about their fellow community members. This group values a lifestyle, personal well-being, a deep connection to nature, and close relationships with their neighbors.

SERENE LIFESTYLE AWAY FROM BUSTLING URBAN CENTERS

PROFESSIONALS AND SKILLED WORKERS

Seeking relocation and looking to enrich their professional journey. Drawn to the promise of a unique work-life balance that blends professional opportunities with a serene, natural backdrop. This group values the chance to thrive in their careers while enjoying a lifestyle that offers ample space, peace, and community involvement. enrich their professional journey

ENTREPRENEURS AND BUSINESS DEVELOPERS

Looking to launch or grow their businesses. These people may have a focus on natural resource-based business development, or the opportunity to contribute to a growing economy, seeking a region that supports entrepreneurial endeavors with a vision for the future.

natural resource-based business development

EDUCATORS AND RESEARCHERS

Attracted to Harney County's rich environmental and cultural assets, offering unique opportunities for study and education in fields like natural resource management, ecology, history, and cultural studies.

unique opportunities for study

LAND STEWARDSHIP PROFESSIONALS

Individuals who have a vested interest in living in rural areas find a large expanse of publicly managed land in Harney with opportunities to work in the natural resource economy. Harney offers a landscape rich in biodiversity and conservation challenges making it attractive for those who want to be a part of the community and contribute through their work toward using natural resources in a renewable and sustainable manner.

passionate about conservation

Visitor Research

To enhance our marketing strategies, this section explores indepth geo-location and travel data. It aims to understand the demographics and preferences of Harney County's potential visitors, particularly those with a keen interest in outdoor activities like hiking, backpacking, camping, birdwatching, and road biking. Furthermore, it details the origins of past visitors, offering insights into the most frequent home locations and cities showing strong visitation patterns to Harney County. This information is vital for pinpointing our marketing focus to attract future visitors effectively.

This map shows where, within a 300-mile radius of the center of Harney County, people live who are more likely than the average American in the past year to:

• Hike or Backpack on a Domestic Vacation

• Strongly agree that they are environmentally conscious

• Go Camping

• Go Birdwatching

• Go Road Biking

The Counties indicated are:

• Lane County, OR

• Blaine County, ID

• Latah County, ID

• Benton County, OR

• Polk County, OR

• El Dorado County, CA

• Nevada County, CA

• Placer County, CA

GEO-LOCATION TRAVEL DATA

This map shows the home locations of County visitors who traveled to Harney County for the purpose of either dining, recreation, shopping, lodging, regional travel (ex: airport), during Saturdays in the Spring of 2023.

Cities that show the strongest regular visitation overall to Harney County are:

PORTLAND, OR

BOISE, ID

BEND, OR

EUGENE, OR

MEDFORD-KLAMATH FALLS, OR

SALT LAKE CITY, UT

SEATTLE, WA

PHOENIX, AZ

DENVER, CO

TWIN FALLS, ID

Key Messaging

BRAND PILLARS

Drawn from the established Harney County Brand Strategy, the Brand Pillars represent the core values and strengths of the brand. These pillars will guide the creation of consistent, impactful messaging that resonates with target audiences and ensure that messaging is aligned, and effectively communicates Harney County's unique value proposition.

REGENERATION

Our resources and assets are our legacy for the next generation and their regeneration is of vital importance to the health of our community. Actively working to revitalize Downtown Burns, creating resilient agricultural methods to restore the land, and building a new natural resource economy are all part of these regeneration efforts.

COLLABORATION

Our remote location necessitates self-sufficiency and gives rise to our cooperative and collaborative culture. Despite our differences, we work together to solve the challenges of life on the frontier, create a strong local economy, and a healthy landscape.

PRESERVATION

We are actively preserving our cultural, social, and environmental resources; including the dark sky, the Burns-Paiute heritage, and the unique frontier lifestyle that gives Harney County its strong sense of place.

COMMUNITY REVITALIZATION

We see the revitalization of Harney County’s individual communities as crucial to a healthy local economy. We celebrate and support the innovative entrepreneurs who are leading the way towards thriving downtown districts and a brighter future for all of Harney County.

INSPIRATION

Our story is that of a rich cultural and natural history. We continue to be inspired by the broad interrelatedness of man, nature, and wild- life, which stems from the native Wadatika band of Northern Paiute and continues with the homesteaders and ranchers who followed.

EXPLORATION

Known for its total isolation, rugged desert mountains, and brilliant night skies, the Seven Wonders of Harney County provide the ultimate scene for an epic adventure.

STORY THEMES

Develop marketing copy to thematically address the following subtopics:

PROMOTING HARNEY’S FRONTIER IDENTITY

Emphasizing Harney County as a pioneering community that is resilient, leading by example in innovative natural resource management and conservation.

STEWARDSHIP: HIGHLIGHTING OUR CONNECTION TO THE LAND

Showcasing the deep relationship between the people of Harney County and the landscape, reflecting a commitment to stewardship and preservation. This messaging will balance diverse views by focusing on common elements. And should incorporate the Burns-Paiute perspective.

FOSTERING COMMUNITY AND COLLABORATION

Illustrating the county's spirit of cooperation and interdependence, essential to life in this remote and diverse ecosystem.

CELEBRATING CULTURAL RICHNESS

Celebrate the rich culture of the Harney community, with particular focus on sustainable practices and community collaboration for solving challenges of the frontier. Also including the heritage of the Burns Paiute Tribe and the multifaceted history that shapes the county's identity.

SHOWCASING SUSTAINABLE ECONOMIC GROWTH

Focusing on Harney County’s evolving natural resource-based economy and its role in promoting sustainable development.

ADVENTURE IN THE HIGH DESERT

Promoting Harney County as a destination for adventurers and nature lovers seeking unique experiences in the high desert landscape. Highlighting outdoor activities and natural features.

CULTURE AND HERITAGE

Showcase the rich cultural heritage of Harney County, including the history and traditions of the Burns Paiute Tribe, settlers, and ranchers.

01.

Utilizing professional copywriting services, develop a copywriting style guide to establish a consistent brand voice and aesthetic to reflect Harney County’s values and unique offerings.

02. Build copy around the story themes

03. Write the Land Ethosa Community Brand Anthem

Key Messaging Action Items

CUSTOMIZED MESSAGING

Tailored marketing messages to appeal to each Target Audience’s interests:

01. HARNEY COUNTY RESIDENTS

F Feature the elements of Harney County that bring out feelings of pride and community, such as connection to earth and respect for the environment

F Draw attention to locals achieving impressive things in the community

F Illustrate common values, such as hard work, resilience, and perseverance

02. VISITORS

F Highlight cultural experiences, and outdoor recreation activities.

F Showcase the scenic landscapes, historical landmarks

F Promote dining, shopping, local events, and Downtown Burns.

03. ASPIRING LOCALS

F Focus on lifestyle, quality of life, community spirit, and job opportunities.

F Emphasize the balance of modern amenities, natural beauty and solitude

F Showcase opportunities for community engagement BRAND VOICE GUIDELINES

Social Media Channels

GOALS

Social media efforts will broadly target all audiences while ensuring alignment with the established Harney County brand strategy.

01.

Engaging community residents

02.

Promoting

the county as a visitor destination

03.

Attracting

new residents

Profiles will be established on three platforms under the name “Discover Harney” Utilize tagline: Land, Water, Sky, Soul in social media profile descriptions

FACEBOOK

• Take a community angle

• Used primarily for engaging with the local and regional community around the new Harney County brand and marketing initiatives

• Post and publicize Local Events

• Interact with other organizations and individuals who are active on Facebook by commenting, liking, resharing and engaging in the comments.

• The Made in Harney initiative will also be prioritized on this platform

INSTAGRAM

• Initially, Instagram will be used primarily to build brand awareness for inbound marketing purposes.

• Harney county content is limited on Instagram, providing an opportunity to become the primary authoritative source

• Focused on showcasing Harney County's natural beauty, wildlife, outdoor activities, and community and lifestyle.

• Interact with other local organizations and individuals who are active on Instagram by commenting, liking, resharing and engaging in the comments.

YOUTUBE

#LandWaterSkySoul

Utilizing this hashtag consistently for the indefinite future will help generate visibility of the New Harney County brand on Instagram

• YouTube is primarily for hosting any owned video content and for targeting specific search traffic according to our SEO Keyword Strategy

• Strategically keywording the videos and adding relevant video descriptions based on the SEO Keyword strategy will ensure that videos are found via people searching for our top content categories

• As budget and capacity increases, publishing regular content according to the Brand Pillars and Story Themes

• Content can be of user-generated quality, and will be targeted towards the activities and experiences available in the County

SOCIAL MEDIA ACTION ITEMS

F Set up Discover Harney County Profiles on each indicated platform

F Utilize the Content Framework in the following section, a turn-key method for content creation

F Post content regularly on a schedule that is sustainable

F Foster community engagement by actively responding to comments and messages, and resharing other posts.

F Engage local or regional content creators for possible collaborations, paid or volunteer content creation, or takeovers of the account

F Source, by way of hashtags, relevant user-generated content as much as possible to build a sense of community and authenticity.

F After initial content has been produced and social media accounts established, introduce paid advertising tactics in accordance to the Media Plan

F Implement methods to track the effectiveness of different channels, allowing for adjustments and optimization over time.

Messaging Framework

Building effective marketing content - whether for Harney County’s social media channels or other advertising opportunities - can be simplified by using this straightforward framework.

Tailor each piece of messaging to the relevant target audience and associated Brand Pillars. Utilize this messaging framework to align marketing goals with creative.

01. GOAL: Strengthen local community bonds

02. BRAND PILLAR: Preservation

03. AUDIENCE: Harney County Residents

04. BENEFITS TO AUDIENCE:

• Helpful, non-judgemental education regarding protecting local wildlife, which local residents value deeply

• A deeper understanding of conservation efforts in the area, which instills confidence in organizations conducting them

05. MESSAGE: As locals to Harney County, our neighbors are not just the humans that live in a house down the road. The wildlife in our area are treasured members of our community, too! But, we must do our part to ensure that our local animal friends remain safe and have a comfortable habitat in our ecosystem. This piece covers conservation efforts in the area, as well as how you can help to keep our critters thriving.

01. GOAL: Tourism

02. BRAND PILLAR: Inspiration

03. AUDIENCE: Outdoor Enthusiasts and Nature Lovers

04. BENEFITS TO AUDIENCE:

• Unique opportunity to witness a natural, beautiful phenomenon

• Connection to nature which cannot be achieved in heavily populated areas

• Social opportunities with other bird lovers

05. MESSAGE: Join us in Harney County this April for our annual Migratory Bird Festival! This event celebrates the beautiful, natural phenomenon of wildlife migration, which has been occurring annually for thousands of years. Connect with the beautiful outdoors, explore avian-themed artwork, and meet new friends on a variety of local tours that spotlight the local ecosystem and culture.

Campaign Suggestions

Community Brand Launch

F A series of events and online promotions introducing the new brand identity, emphasizing the "Land, Water, Sky, Soul" theme.

F Begin with one large community event for the brand reveal and celebration

F Offer interactive sessions and workshops with community members, local businesses, and influencers to discuss how to utilize the new brand, how to promote on social media, and for developing and distributing community resources.

F Flyers and brochures in local gathering places (the grocery store, coffee shop, popular restaurants and stores) to popularize the campaign locally

F Produce giveaways and swag specifically intended for locals to use throughout town, with the aim of sparking conversation between community members

F Encourage and allow local shop owners to produce and sell their own merchandise

F Identify and engage with Brand Ambassadors- local individuals who represent the audience segments that the county is trying to attract. They are likely to be active in the community.

Campaign Suggestions

Made in Harney

Brand Pillars : Collaboration, Community Revitalization, Inspiration

Audience : Livestock producers and natural resource managers

Emotions to Evoke : Pride, inspiration, connection, responsibility, empowerment

Encourage visitors and residents alike to support local businesses by developing a "Made in Harney" label or certification to promote local products and crafts. This campaign will also include lifestyle storytelling about the unique lifestyle available to those who chose to live and work here.

Content Examples:

F Showcase local products, artisans, and businesses through features and stories in various media channels.

Examples of products and businesses to feature:

F Highlight stories of individuals or businesses that have successfully relocated or started in Harney County.

F Spotlight “behind the scenes” stories of small businesses to show community members how their favorite products were made with care.

F Stories and content featuring the lifestyles that are “made” in Harney, to help in New ResidentTalent Attraction

Campaign Suggestions

Migratory Bird Festival & Harney Basin Crossing

Brand Pillars : Preservation, Inspiration, Exploration

Audience : Birdwatching enthusiasts and nature lovers

Emotions to Evoke : Wonder, curiosity, joy

Promote the Migratory Bird Festival and the Harney Basin Crossing with a multimedia campaign highlighting Harney County as a premier birdwatching destination, and the Crossing as a conservation area along the flyway.

Content Examples:

F Interviews with bird experts

F Birdwatching tips, equipment suggestions

F Photographic essays

F Impressive, interesting, or cute photography and videography (include anything from previous years’ festivals)

F Profiles of bird-watching hotspots, including the best time of day to see wildlife, species to spot, and how to be respectful of the ecosystem

Campaign Suggestions

The Emptiest Place in the Lower 48

Brand Pillars : Preservation, Inspiration, Exploration

Audience : Outdoor enthusiasts, adventure seekers, wellness-minded individuals

Emotions to Evoke : Nostalgia for simplicity, amusement, peacefulness

A tongue-in-cheek campaign highlighting the vast, open spaces of Harney County, emphasizing solitude and escape from the crowded urban areas. Use striking visuals and narratives that play on the theme of 'hidden gems' and 'undiscovered territory.'

Content Examples:

F Educational pieces about the rarity and benefits of dark sky areas

F Highlight low population density (almost 9x the number of beef cows as people)

F Showcase the physical and psychological benefits of living in-tune with nature, such as the benefits to the circadian rhythm

F Interview local residents who work from home, highlighting their quality of life. They might be making a big-city salary with a small-town cost of living, and/or they might have the luxury of working from beautiful spaces. Include videos and photos where possible.

F In-depth coverage of the local 7 Wonders. These natural wonders provide a primitive experience for the outdoor traveler seeking challenge and solitude in a remote environment; evidenced by the Steens Running Camp and the Skull Gravel Grind, two worldclass annual sporting events held in Harney County.

Campaign Suggestions

Harney Land Ethos & Stewardship

Brand Pillars : Preservation, Collaboration, Regeneration

Audience : Harney County residents, partners, and visitors who care deeply for the area’s natural environments

Emotions to Evoke : Respect, community pride, responsibility, optimism

This campaign will focus on the county's commitment to land stewardship and sustainable practices, and preservation of natural resources. While there may be residents from many walks of life in Harney County, they all share common values regarding protecting the beautiful, natural environment they have come to love so much.

Content Examples:

F Share stories of local conservation efforts, sustainable farming and ranching practices, and community-led environmental initiatives.

F Sharable guides about how to minimize human impact on the wildlife and ecosystem

F Updates regarding the impact of conservation efforts, such as photos of plant restoration, wildlife populations in the area, and the health of different species.

F Spotlight individuals who have moved to Harney County to engage in land stewardship and conservation, mentioning the impact they’ve had.

Web development

This marketing plan calls for two new websites that will serve separate but complementary purposes:

01. CHAMBER OF COMMERCE WEBSITE to emphasize career opportunities and the benefits of living and working in Harney County.

02. DESTINATION MARKETING WEBSITE that highlights tourism attractions, activities, and travel information.

CHAMBER OF COMMERCE

OBJECTIVE

Create a dynamic and resourceful new website for the Harney County Chamber of Commerce, that not only promotes local businesses, but serves as a pivotal resource for new resident attraction, highlighting career opportunities and the benefits of living and working in Harney County.

In accordance with the marketing strategy, this website will highlight the lifestyle, quality of life, community spirit, and job opportunities, emphasizing the balance of modern amenities, natural beauty, and solitude available here.

SITE MAP AND ORGANIZATION

TARGET AUDIENCE

Local Residents

• Local business owners, potential investors, and professionals considering relocation to Harney County

• Local workforce

The new Chamber website will maintain a similar site map as the existing Chamber site with a few additional pages focused on New Resident Attraction and Quality of Life promotion.

PAGES

Home Community Calendar

Business Directory

Community Center

Join the Chamber

Life in Harney County

Pay Chamber Dues

Harney County Jobs

Our Team Sponsors

Contact

With a focus on attracting new residents, this page provides a realistic and appealing picture of life in Harney County for potential new residents and workforce. It highlights themes such as affordability, cost of living, lifestyle, community culture and events, outdoor recreational activities, and educational and employment opportunities. The page features engaging elements such as testimonials from residents, video tours of the area, and links to job listings will be integrated.

Blog

Link to the Harney County Economic Development website (harneycountyoregon.com)

Link to the new Destination Marketing Website

“Made in Harney” will function as a storytelling platform to feature local businesses, products, and industries of Harney County. It will celebrate the county's rich entrepreneurial spirit and showcase the diversity and quality of its homegrown products and people. Stories will highlight:

• Local businesses, individual entrepreneurs, artisans, and professionals and the impact of these businesses on the local economy and community.

• The lifestyle available and what it’s like to live and work in Harney County.

• Things to do. Events and happenings.

WEBSITE 2

DESTINATION MARKETING

OBJECTIVE

To establish a dedicated digital hub highlighting Harney County as a premier destination for outdoor enthusiasts and nature lovers, focusing on tourism attractions, activities, and travel information.

SITE MAP AND ORGANIZATION

Home

A captivating welcome page with visual highlights, and featured content about upcoming events or stories

Explore Harney

• Detailed content sections highlighting all primary tourism assets with links to more information

• Business listings organized by attractions, food, and accommodations

• 7 Wonders of Harney County

Plan Your Visit

Travel tips, visitor resource downloads such as maps, and suggested itineraries, accommodations listings, and links to active AirBnbs

Events

A calendar showcasing visitor-facing events and festivals.

Blog

TARGET AUDIENCE

Visitors & Local Residents

Featuring the diverse attractions of Harney County, the blog will serve as a source of info and inspiration for planning trips, and will also act as an inbound marketing tool, strategically drawing in search traffic based on our SEO Keyword strategy.

About Harney

Content sections highlighting the county’s culture, lifestyle, history, and natural resources and environment

Event-Specific Landing Pages

• Migratory Bird Festival

• Adventure Harney- dedicated to Skull Gravel Grind Race and adventure-based events

• These pages will receive redirected traffic from other event-specific websites such as adventureharney.com and migratorybirdfestival.com

Contact

Visitor information, inquiry subscriber signup forms.

WEB DEVELOPMENT ACTION ITEMS

F Develop wireframes to structure both websites, ensuring smart organization of the site and an intuitive user journey.

F Initiate front-end designs and prototyping to establish the user interface design.

F Implement responsive designs to ensure the sites are mobile-friendly and accessible.

F Ensure both websites maintain consistent messaging and visual branding in line with the County’s “Land, Water, Sky, Soul” brand identity.

F Conduct keyword research to identify optimal terms for SEO and content strategy.

F Create a content calendar for blog stories based on on keyword research

F Develop the 12 recommended SEOoptimized blog stories to be released one a month for a year

F Set up analytics tools for tracking visitor behavior and site performance.

F Redirect other event-specific websites such as Adventureharney.com and migratorybirdfestival.com to Event-Specific Landing Pages on the new tourism website

CATEGORY: TALENT ATTRACTION

Keyword/ SEO Strategy

This comprehensive approach to SEO and keyword integration is designed to elevate Harney County's online presence, attract a broader audience, and support the county's growth and development initiatives.

The strategy encompasses a researched list of keywords, each categorized based on its relevance to our strategic objectives:

01. Tourism Attraction

02. New Resident Acquisition

03. Local Community Development

The keywords have been identified and categorized, ensuring they align with Harney County's promotional goals. This tailored approach facilitates targeted content creation, allowing for the efficient attraction of desired demographics and interests.

Blog/Content Calendar

This content calendar provides editorial direction for 14 blogs, including the blog topic, relevant notes about the direction of the article, and keywords to optimize for.

The Content Calendar features:

• 6 Tourism blogs

• 6 Local community blogs

• 2 New resident attraction blogs

Blog 1

A LOCAL'S GUIDE TO THE BEST HOT SPRINGS IN BURNS, OREGON

Keywords

burns oregon hot springs hot springs in burns oregon

County Goal Tourism

Blog Direction

List the most scenic and secluded hot springs in and around Burns, Oregon Then, provide readers with a comprehensive guide to each location's unique features, accessibility, and best times to visit. If visitors should bring anything with them, include that information.

Blog 2

CONSERVATION EFFORTS IN THE HARNEY BASIN: PROTECTING OREGON'S NATURAL HERITAGE

Keywords

harney basin

harney basin oregon

County Goal

Local Community

Blog Direction

Discuss conservation efforts within the Harney Basin, the challenges faced by local ecosystems, and how readers can contribute to preserving this important natural area. If possible, highlight specific projects or organizations active in the region.

Blog 3

THE BEST LODGING OPTIONS IN BURNS, OREGON: WHERE TO STAY FOR EVERY BUDGET

Keywords

lodging in burns oregon places to stay burns oregon

County Goal Tourism

Blog Direction

Offer a list of accommodations in Burns, Oregon, ranging from luxury to budget options, including hotels, motels, bed and breakfasts, and campgrounds. Describe amenities at each location and proximity to local shops, restaurants, and activities.

Blog/Content Calendar

Blog 4

BRIDGING COMMUNITY AND CONSERVATION: HARNEY COUNTY'S APPROACH TO SUSTAINABLE LIVING

Keywords

nature conservation services

County Goal

Local Community

Blog Direction

Explore the integration of nature conservation services with community development in Harney County. Detail programs that promote sustainable agriculture, water conservation, and renewable energy that benefit both the environment and the local economy. Include success stories or case studies of local businesses or farms that have adopted sustainable practices.

Blog 5

TOP EMPLOYERS IN BURNS, OREGON AND HARNEY COUNTY

Keywords

burns oregon employment jobs burns oregon

County Goal

New Resident Attraction

Blog Direction

Highlight the major employment sectors and employers in Harney County, including both private sector companies and public sector organizations. Provide a brief overview of each sector/employer and the types of jobs they typically offer.

Blog 6

NAVIGATING

THE OREGON HUNTING SEASONS: A COMPREHENSIVE GUIDE FOR BEGINNERS AND PROS

Keywords hunting season oregon oregon hunting season

County Goal Tourism

Blog Direction

Detail the different hunting seasons in Harney County, including dates, regulations, and required licenses for various types of game. Link to Oregon’s wildlife management resources, and provide tips to stay updated with any changes in hunting regulations.

Blog 7

VISITING BLM LAND: TIPS FOR RESPONSIBLE RECREATION AND LAND USE

Keywords

blm bureau land management blm land

County Goal Local Community

Blog Direction

Provide readers with practical tips for responsibly enjoying and using BLM lands, including Leave No Trace principles, safety tips, and guidelines for minimizing their environmental impact.

Blog 8

WHY BURNS, OREGON IS A MUST-VISIT DESTINATION FOR RV CAMPERS

Keywords rv camping burns oregon rv parks burns oregon

County Goal Tourism

Blog Direction

Highlight the unique attractions and natural beauty that make Burns, Oregon, a perfect destination for RV enthusiasts. Discuss nearby national parks, wildlife viewing opportunities, and cultural experiences that RV campers can enjoy.

Blog/Content Calendar

Blog 9

THE POWER OF LANGUAGE: PRESERVING AND TEACHING THE PAIUTE TONGUE

Keywords

burns paiute tribe paiute tribe oregon

County Goal

Local Community

Blog Direction

Focus on the significance of the Paiute language in maintaining cultural identity, detailing language preservation efforts, teaching initiatives, and resources for both Paiute community members and others interested in learning the language.

Blog 10

SPECIES SPOTLIGHT: THE STARS OF THE HARNEY COUNTY MIGRATORY BIRD FESTIVAL

Keywords

migratory bird festival harney county migratory bird festival

County Goal Tourism

Blog Direction

Highlight some of the key migratory bird species that visitors can expect to see at the festival. Include interesting facts about their migration patterns, habitat, and how to best spot them.

Blog 11

WILDLIFE CONSERVATION IN HARNEY COUNTY: PROTECTING OUR FOREST FRIENDS

Keywords

oregon land conservation forest conservation

County Goal

Local Community

Blog Direction

Focus on the importance of forest conservation in supporting wildlife habitats in Harney County. Share stories of local wildlife, ongoing conservation projects, and how residents can help protect these natural habitats.

Blog 12

PET-FRIENDLY LODGING IN BURNS, OREGON: BRING YOUR FURRY FRIENDS!

Keywords

lodging burns oregon lodging in burns oregon

County Goal Tourism

Blog Direction

Provide a list of pet-friendly accommodations in Burns, along with tips for traveling in the area with pets, nearby pet-friendly parks, and outdoor activities.

Blog 13

BEAUTIFUL, QUIET, AND AFFORDABLE: 10 REASONS TO MOVE TO BURNS, OREGON

Keywords inexpensive places to live in oregon most affordable places to live in oregon

County Goal

New Resident Attraction

Blog Direction

Outline the cost savings of relocating from a major urban center to Burns, including lower housing costs and cost of living. Also mention that Burns offers a peaceful lifestyle with a plethora of outdoor recreation.

Blog/Content Calendar

Blog 14

VOICES OF THE PAIUTE: STORIES AND PERSPECTIVES FROM THE PAIUTE TRIBES TODAY

Keywords

american paiute tribe paiute indian tribes

County Goal

Local Community Blog Direction

Provide a platform for members of the Paiute Tribes to share their stories, perspectives, and aspirations. This could range from personal narratives and tribal history to discussions on contemporary issues facing the Paiute community. The goal would be to amplify Paiute voices and provide a more nuanced understanding of their culture and concerns.

SEO/CONTENT ACTION ITEMS

F Write each blog from the content calendar.

F Define a publishing cadence and assign deadlines for each blog.

F Create a follow-up process in the event of a late blog.

F Share blog posts on social media

To maximize the effectiveness of our SEO efforts and ensure high visibility of content, the following guidelines are recommended for integrating keywords into website content and blog posts:

Title and Meta Description Inclusion

Incorporate at least one keyword into the page title and meta description. This enhances visibility in search engine results, making it easier for potential visitors to discover Harney County's offerings.

Initial Paragraph Emphasis

Feature at least one keyword in the opening paragraph of each article. Early inclusion improves SEO scoring and aligns reader interest from the outset.

Image Alt Tags

Wherever images are used within content, assign alt tags that include at least one keyword. This not only aids in SEO but also enhances content accessibility.

Structured Content Organization

Employ subheaders (H2s and H3s) to structure articles logically. Incorporate keywords into at least one subheader per piece to guide reader engagement and support SEO.

Strategic Keyword Placement

Beyond these guidelines, integrate keywords naturally throughout the content to maintain readability and engagement, avoiding overuse that can negatively impact SEO performance.

Example Suggested Itineraries

Suggested Itineraries will be developed to inspire visitors and locals alike, showcasing the diverse appeal and activities available in Harney County, tailored to different audiences. From outdoor adventures and cultural explorations, to wellness retreats and educational journeys, each itinerary will provide a unique lens through which visitors can experience the County.

These are sample itineraries intended to serve as starting points only. They offer rough ideas to be vetted and developed further by a marketing team and community partners.

Audience

OUTDOOR ENTHUSIASTS AND NATURE LOVERS

Day 1: Alvord Desert Exploration MORNING

Begin with a sunrise photography session in the Alvord Desert, capturing the stunning landscape.

AFTERNOON

Enjoy a picnic lunch followed by a hike or a birdwatching tour at the edge of the desert.

EVENING

Set up camp under the stars for a night of desert camping.

Day 2: Malheur Wildlife Refuge MORNING

Guided birdwatching tour to spot some of the refuge's diverse bird species.

AFTERNOON

Nature walk and photography opportunities across different habitats within the refuge.

EVENING

Return to Burns for a relaxing dinner.

Day 3: Steens Mountain Adventure FULL DAY

Hiking up Steens Mountain for breathtaking views. Pack a lunch for a scenic lunch picnic.

EVENING

Camp in the Steens Mountain area or return for a night at an AirBnB or a motel in Burns.

Audience

HERITAGE AND CULTURE SEEKERS

Day 1: Burns-Paiute Tribe Cultural Experience

MORNING TO AFTERNOON

Visit the Burns Paiute Reservation for a cultural tour, including traditional crafts, storytelling, and a local meal.

EVENING

Dinner at a local restaurant featuring regional cuisine.

Day 2: Settler History and Cattle Ranching Heritage MORNING

Tour of the Harney County Historical Museum to learn about settler history.

AFTERNOON

Visit a working cattle ranch for a handson heritage experience.

EVENING

Enjoy a cowboy steak at a local restaurant in Burns.

Audience WELLNESS AND RELAXATION TRAVELERS

Day 1: Natural Hot Springs Retreat FULL DAY

Visit one of Harney County's natural hot springs for a day of relaxation and rejuvenation. Include options for yoga sessions or peaceful meditations.

EVENING

Dinner at a local eatery with healthy, locally sourced options.

Audience ADVENTURE SEEKERS

Day 1: High Desert Cycling MORNING TO AFTERNOON

Embark on a guided tour through the unique high desert landscapes.

EVENING

Camp under the stars or stay in an RV park.

Day 2: Backcountry Horseback Riding FULL DAY

Explore the backcountry on a guided horseback riding adventure, with a midday break for a picnic lunch.

EVENING

Return for a restful night in Burns, sharing stories of the day's journey.

Audience ECOTOURISTS AND ENVIRONMENTALISTS

Day 1: Wildlife Conservation Tour MORNING TO AFTERNOON

Visit the Malheur Wildlife Refuge and explore the on-site museum and visitor center to understand local initiatives and ecological significance.

EVENING

Eco-friendly lodging in Burns, with a dinner discussion on conservation.

Audience EDUCATORS AND RESEARCHERS

Day 1: Ecological and Cultural Study Tours MORNING

Visit to a local ecological research center for insights into current studies and conservation efforts.

AFTERNOON

Educational tour of cultural sites significant to the Burns-Paiute Tribe or settler history.

EVENING

Networking dinner with local educators and researchers.

Audience BIG GAME HUNTERS

Day 1: Tracking & Hunting MORNING

Wake up early! Ensure your permits and licenses are in order for the game you’ll be hunting before making your way to your planned hunting spot.

AFTERNOON

Enjoy the quiet tranquility of nature while you watch for your prey

EVENING

If you’ve had a successful hunt, report your game and take it to a local butcher.

Audience ARTISTS & MAKERS

Day 1: Cultivating Skills MORNING

Enjoy your breakfast outside with your sketchpad. Hone your landscape drawing skills as you take in the beauty of the area.

AFTERNOON

Attend a class at the Frontier Art Center! The Center offers different courses on different days, like pottery, painting, and weaving. Plan ahead to catch the class of most interest to you.

EVENING

Enjoy dinner with a few like-minded makers from your afternoon maker class. Compare notes from the session, and discuss how you’ll use your newfound skills.

New Resident Recruitment Resources

STRATEGY

Position Harney County as a haven for lifestyle-driven workers, and digital nomads. Plant marketing materials promoting the benefits to relocation in Harney, in which visitors are likely feeling peaceful, connected, and are generally enjoying themselves. Utilize these messages in advertisements focused on recruitment, and ensure that local job postings are readily available online and in key locations in the community.

TALKING POINTS: ELIMINATING BARRIERS TO MOVING TO HARNEY COUNTY

Training and Education Programs

Information on local and regional programs aimed at skill development and continuous learning.

Mentorship and Networking Opportunities

Details on professional networks, industry associations, and mentorship programs available to new and existing professionals.

Housing Information

Guide on finding housing, including rental markets and home buying options.

Schools and Education

Overview of local educational institutions, from primary schools to higher education and vocational training centers.

Healthcare Services

Information on local healthcare facilities and services.

Community Services and Amenities

Details on public services, parks, recreational facilities, and cultural institutions.

New Resident Recruitment Resources

TALKING POINTS: BENEFITS TO MOVING TO HARNEY COUNTY

Lifestyle and Leisure

Showcase the leisure, recreational, and social activities that contribute to the high quality of life in Harney County.

Community Engagement Opportunities

Highlight volunteer opportunities, community events, and social clubs that facilitate integration and engagement within the community.

Wellness and Recreation

Promote unique opportunities to the area, such as hot springs, horseback riding, hiking trails, dark sky camping, etc.

Land Stewardship

Feature opportunities to be involved in conservation efforts.

HELPFUL ASSETS TO DEVELOP & PROMOTE

Personal Stories

Share testimonials from individuals who have successfully relocated and found fulfilling careers and lifestyles in Harney County.

Business Successes

Highlight examples of businesses that have thrived due in part to the local workforce and the supportive community environment.

Step-by-Step Relocation Guide

Offer a downloadable or online guide that walks potential newcomers through the process of relocating, from exploring job opportunities to becoming an engaged community member.

Partnerships and Collaborations

Collaborating with travel agencies, local businesses, and cultural institutions for cross-promotion.

Engaging with local events for cross-promotion, sponsorship and participation.

Sponsoring initiatives led by the Burns-Paiute Tribe to support their initiatives and strengthen relationships between tribal leaders and non-tribal community members.

Partnering with the Burns-Paiute Tribe to increase mutual understanding and respect between tribal and non-tribal members, by creating content showcasing accomplishments, challenges, initiatives, and daily life on the Reservation.

Promoting and participating in local events and festivals to build a strong community presence and to engage locals and visitors alike.

Community Marketing Toolkit

BRAND GUIDE

Follow previously defined brand guidelines from the Harney County Brand Guide.

Colors:

Typography:

SOCIAL MEDIA BEST PRACTICES

As previously mentioned, Facebook, Youtube, and Instagram will be the most effective social media platforms to support community engagement. Each channel has its own guidelines, though, and it’s important to tailor content to the relevant social media network.

Facebook Best Practices

• Engage Your Community: Regularly interact with your followers through comments, likes, and shares. Use Facebook Groups to foster a sense of community around specific interests related to Harney County, like hiking trails or bird watching.

• Use High-Quality Visuals: Incorporate eye-catching images and videos in your posts to increase engagement. Visual storytelling can highlight Harney County's natural beauty and attractions.

• Leverage Facebook Events: Create event pages for local events like the Migratory Bird Festival to increase visibility and attendance. Use these pages to provide updates, engage with attendees, and post-event highlights.

• Post Regularly, But Not Too Often: Find a balance in your posting frequency to keep your audience informed without overwhelming them. Aiming for 1-2 posts per day can keep your content fresh and engaging.

YouTube Best Practices

• Create Quality Content: Invest in good video production. Even with limited resources, clear audio, stable footage, and good lighting can make a significant difference. Content should be informative, entertaining, or both, showcasing the best of Harney County.

• Optimize for Search: Use keywords in your video titles, descriptions, and tags that potential visitors might use to find information about Harney County or related interests. This improves visibility in search results.

• Engage with Viewers: Respond to comments on your videos to build a community and encourage more interaction. Ask viewers to subscribe, like, and share your videos to increase reach.

• Use Thumbnails and Titles Effectively: Create compelling thumbnails and titles that accurately represent the video content to increase click-through rates. Thumbnails should be visually appealing and include text overlays for clarity.

Instagram Best Practices

• Utilize High-Quality Imagery: Instagram is a visually-driven platform, so use highresolution photos and videos to showcase Harney County’s landscapes, events, and local culture.

• Hashtag Wisely: Use a mix of popular and niche hashtags to reach both broad and specific audiences interested in topics like #SteensMountains #HarneyBasinCrossing #NaturePhotography, #BirdWatching, or #HarneyCountyEvents.

• Stories and Reels: Take advantage of Instagram Stories and Reels for more casual, behind-the-scenes content, or to highlight short, engaging clips from events or attractions.

• Engage with Your Audience: Reply to comments and messages promptly. Use polls, questions, and quizzes in your Stories to increase interaction and learn more about your audience's preferences.

Advertising Recommendations

DIGITAL MEDIA PLAN

Budget & Timeframe

Initial digital marketing efforts will encompass a time frame of 12 months with an overall budget of $50,000.

GOALS

Digital marketing efforts will be largely geared toward increasing brand awareness of the County, attracting visitors, and recruiting professionals to the county. Budget will be allocated toward respective goals as follows:

Ad Messaging

The messaging strategy for each digital ad should reflect its corresponding target audience. Tourism and new resident attraction advertising, for example, may promote specific events in the county, as well as specific travel experiences such as hot springs, dark skies, and the unique experiences that the Steens Mountains offer.

The Town of Burns should be promoted as a small but vibrant and welcoming community, particularly to the audiences focused on tourism and new resident attraction.

In addition to promoting externally, the strategy also includes serving ads to the local Harney County population. The messaging for these ads might highlight conservation efforts, cultural and historic events, and community members leading impressive initiatives.

TARGETING

Behavioral

Digital advertising campaigns offer the unique opportunity to target users based on their behavior as they explore the Internet. Targeting strategies that will serve this campaign well include:

Retargeting

Campaign ads will show to individuals who have previously visited the Harney County website, within a defined time period (ie. past 30 days). By reminding visitors of the beauty of Harney County, the brand stays top-of-mind, and encourages these users to return to the website and continue their exploration.

Lookalike Audiences

Digital advertising platforms offer the capability of analyzing past visitors of certain websites or web pages, then creating unique audiences of Internet users who have not visited those pages, but otherwise mimic the behavior of individuals who have. This strategy allows the opportunity to target a larger group of people who are predisposed to engage with website content.

Geographic

Based on our Audience Segmentation, ad runs will target the surrounding three-hour drive radius, in addition to the following outlying metropolitan areas. Different campaign goals necessitate unique geographic targeting.

These metro areas have both a high concentration of outdoor enthusiasts, as well as a relatively close proximity to Harney County. They align well with tourism campaign goals:

• Seattle, WA

• Tacoma, WA

• Olympia, WA

• Provo, UT

• Salt Lake City, UT

• Roseville, CA

A few metro areas in California have particularly high rates of agricultural employment, and targeting them will align well with new resident attraction campaign goals:

• Los Angeles-Long Beach-Anaheim, CA

• Bakersfield, CA

• San Francisco-Oakland-Hayward, CA

DIGITAL MEDIA ACTION STEPS

F Analyze geolocation data and audience research to determine who is currently visiting the county, their place of origin, what routes they are taking, and where they're spending time in the County.

F Include geolocation data from specific previous events such as the Migratory Bird Festival.

F Draw insights from data to inform placement of digital campaigns

F Implement a 1 year initiative, updating campaigns and artwork on a quarterly basis

F Implement methods to track the effectiveness of different channels, allowing for adjustments and optimization over time.

Design Recommendations

DIGITAL & PRINT ADS

BILLBOARDS

Giveaways & SWAG Recommendations

Giveaways should be useful and practical for local residents. SWAG should be easy to transport and relevant for tourists.

• Refrigerator magnets with brand logos, plus useful information (ie. species from the migratory bird festival, The 7 Wonders)

• Baseball caps that locals might wear during outdoor work or recreation

• Small bottles of sunscreen- branded

• Water bottles

• Stickers with campaign messaging

Signage, Street Flags, & Billboards

• Billboards and signage strategically placed along major highways in the County, thoroughfares coming into the county, and in nearby cities.

• Street flags and banners in Downtown Burns to promote a sense of place and revitalization.

Print Collateral

• Maps & Visitor Guides

• Advertisements or flyers for employee recruitment

• A concise printed piece

• Brochures and flyers distributed at key visitor attractions, events, or regional Visitor Centers.

• Event display- Pop-up banner & tablecloth

Example Marketing Budget (ONE YEAR)

TRADITIONAL MEDIA BUDGET BREAKDOWN

PROPOSED MARKETING IMPLEMENTATION PLAN

This Harney County, ORegon Marketing Plan draws from insights and information provided by Harney County. Their collaborative input has been instrumental in shaping our strategies to promote Harney County's distinctive charm and appeal.

dbdplanning.com

(828) 386-1866