issue: The Vermont Department of Fish & Wildlife Department struggled with ways to brand itself as an education source to teach new landowners conservation basics and how to care for their land.
situation: Vermont still has lots of open and natural areas, offering residents breathtaking vistas and abundant opportunities for outdoor activities, from hiking to cross-country skiing. The unique lifestyle draws new residents and visitors to the state. Many are unfamiliar with how to protect Vermont and the ongoing conservation efforts being made not only by state and local governments, but by individual landowners, as well. By long-standing tradition, Vermont landowners have always opened their lands to conscientious and respectful hunters, fishermen, skiers, hikers and others. Communicating traditions and teaching new landowners how to preserve their lands and protect the wildlife is necessary to allow future generations to enjoy this wonderful state.
solution: vitalink did significant research and discovered that 50% of the land is owned by 8% of the residents. Many of these landowners grew up in Vermont and are familiar with and
support land preservation efforts. “vitalink was extremely patient and helpful working with us to create a new brand that we incorporated into our publications and marketing materials,” says Lilla Stutz-Lumba, Outreach Coordinator for the Department. The new logo and tagline, “Respect. Protect. Enjoy”, reflect the prevailing attitudes of Vermonters and have both been well received. Stutz-Lumba adds, “the Department has used the research to design some of its landowner outreach activities and to fine tune our outreach messages based on the landowner profile.”
results: The Department has recruited a number of long-time landowners to act as volunteer peers to their new neighbors. They will become mentors and introduce new landowners to experts who can provide management, stewardship, and conservation guidance. The new landowner kit developed by vitalink will be delivered to new 
landowners by their peer mentors. The kit contains helpful information and logo items from a variety of Vermont conservation organizations, including the Audubon Society; Vermont Woodland Owners Association; Nature Conservancy; Forest, Parks and Recreation; and, of course, the Vermont Department of Fish and Wildlife.
