Design & Strategic Communications
The objective was to streamline the Doyon Lands Department’s trespass mitigation efforts by transitioning shareholder reporting to a mobile app system within ArcGIS. The primary goal was to remove technical barriers, specifically the lack of cellular signal and complex account requirements while providing the Lands Department with higher-quality information and geolocation evidence, including photos, voice recordings, and GPS coordinates.
Target Audience
- Shareholders & Village Corporations: Doyon shareholders and corporation members actively utilizing regional lands.
- Outdoor Enthusiasts: Hunters, seasonal travelers, and recreational users within the Doyon region.
- Operational Staff: Doyon Lands Department staff requiring accurate “heat maps” for strategic signage placement and enforcement.
Strategic Messaging Framework
The messaging system was designed to solve user friction and technical limitations:
- Frictionless Participation: Emphasized “No Account Required” and “Guest Mode” to encourage immediate reporting without the hurdle of account creation.
- Offline Solutions: Proactively addressed the “no service” pain point by designing clear, visual instructions for downloading localized map regions for offline use.
- Narrative Reframing: Framed reporting as “Land Stewardship” rather than “policing.” The campaign focused on protecting resources for future generations and helping Doyon identify high-priority areas for signage.
- Multimedia Evidence: Actively encouraged the use of voice, video, and photos to move beyond anecdotal reports and provide the department with actionable, verifiable data.
Campaign Methods & Execution
I managed the design and content creation for a multi-phase rollout across all corporate channels:
- Video Tutorial Production: Developed a comprehensive video guide demonstrating the app’s functionality and offline features.
- Website Development: Wrote the specialized Website News Update and the dedicated Website Page Update for the Lands section.
- Email Marketing: Integrated a specialized section into the May eNewsletter to drive digital traffic to the reporting portal.
- Social Media Strategy: Designed a targeted campaign for Facebook, Instagram, X, and LinkedIn.
Key Benefits & Outcomes
- Increased Accuracy: Enables shareholders to pinpoint precise locations, in or out of service, preventing future occurrences.
- Convenience & Accessibility: Real-time recording of incidents in a mobile-first format.
- Improved Resolution: Multimedia uploads allow for thorough documentation, aiding in faster incident resolution.
- Resource Preservation: Increased awareness of private land status and boundary respect, preserving natural resources for the Doyon region.