About Project

The goal of our integrated, multi-lingual campaign for the Mountains Recreation & Conservation Authority (MRCA) was to promote the Upper Los Angeles River & Tributaries (ULART) Plan to focused audiences, both online, and offline. Ultimately, our goal was to engage community members to get involved with projects of their choice.

After working with a large team of programmatic experts and specialists in a series of sessions we facilitated, the Counterintuity team created a positioning document, a 16-page color brochure, and a one-sheet flyer to be distributed to local neighborhoods and community centers. We also developed and published online surveys, fun quizzes and social media content (all supported by targeted advertising) widening the agency's sphere of influence and deepened their extensive engagement to their most relevant constituents. All materials were drafted in both English and Spanish in order to reach the largest number of ideal stakeholders.

Results of the program included a 16% increase of email list (in just 20 days), 300% website visitor growth, and 200k paid and organic impressions to ideal, highly targeted stakeholders.