Rebranding the Land that Supports Utah Schools and Institutions.

Challenge

The State of Utah School and Institutional Trust Lands Administration (SITLA) had a brand awareness problem. Although SITLA owns and manages over three million acres of Utah lands, manages a trust with over three billion dollars, and distributes over $100 million dollars to Utah K12 schools and other beneficiaries every year, most Utahns do not know who they are or what they do. RUMOR was tasked with rebranding the Administration, redesign and develop their website (launching Jule 2023), and execute a public education campaign to increase awareness of their mission. When Utahn’s travel, play, recreate, or interact with trust lands, they help generate economic growth in the communities they visit as well as contribute to the trust when they purchase permits. SITLA wanted to educate Utahn’s about the opportunities and experiences they could have on trust lands, while at the same time educating them about the impact their permit dollars and right-of-use fees have on K12 schools and beneficiaries. RUMOR was tasked with creating a strategic brand roll-out and public education campaign that informs Utah’s on how to engage with the lands and then how that engagement turns into quantifiable support for K12 schools and other beneficiaries.

Our Approach

RUMOR began this branding and public education campaign by conducting extensive research with internal stakeholders, industry partners, executive Boards, public surveys, and constituent outreach. With the information gathered, the RUMOR team developed a branding strategy and outreach strategy that would meet the stated goals and mission of SITLA. RUMOR began with simplifying the brand, creating simple and understandable brand pillars, messaging, and core priorities, and creating a new logo and logo system that conveyed these principles. With these new visuals, RUMOR began the process to create messaging themes and concepts for public outreach (social media campaigns, Print, PR, and public engagement) with these in hand, RUMOR tested messages with stakeholders and interested parties to determine the most effective CTA’s and actionable engagement points.

Results

With the campaign ongoing, RUMOR has seen and heard positive reception and engagement with the new brand. From branding surveys and public comment, the new brand has received praise and a positive response in its ease of comprehension and signifying of SITLA’s mission. Public engagement campaigns are being measured across a variety of metrics including website visits and engagement, right-of-use permit purchases, social media engagement, brand comprehension among K12 school affinity groups (PTA’s, school councils, etc), and participation in SITLA coordinating councils. With measured success already evident in the creative choices and design, RUMOR has also been contracted by other entities within the Trust system and its partners to engage in their branding work.