South Dakota Game, Fish and Parks

Listening, educating and establishing common ground among stakeholders.

The 2019 South Dakota Game, Fish and Parks Conservation Summit, held on March 28 in Pierre, S.D., hosted statewide leaders in agriculture, conservation, hunting, fishing and outdoor recreation. The purpose of the summit was to communicate Governer Kristi Noem’s vision for the Second Century Initiative and discuss possible solutions to increasing and funding sustainable habitat in South Dakota.

The Conservation Summit was the culmination of a year-long effort to connect with, respond to and better serve various constituencies. During this time, Paulsen led a series of forums across the state with conservation groups, wildlife operators, outdoor enthusiasts, agricultural leaders and more.

The forums allowed the groups to collaborate with Game, Fish and Parks to identify and fund sustainable habitats, establish common ground and create a unified voice for policymaking.

For the new Game, Fish and Parks website and mobile app, Paulsen conducted focus groups statewide with hunters, campers, anglers and recreational users, basing strategy and recommendations on user input.

The finished site and app make it easy for users to access the information they need and provide additional administrative control.

The Habitat Pays campaign was designed to increase wildlife habitat and improve hunting opportunities by directing farmers and ranchers to one convenient source for consulting and funding resources.

Paulsen created a series of videos profiling farmers and ranchers who have successfully developed habitat on their land.

"With agriculture being the state’s number one industry, we knew understanding the farmer and rancher’s point of view was going to be a critical component for success with Habitat Pays. Paulsen led the way in fielding this for us and the Department of Agriculture and assisted in fostering collaboration to improve communications between our industry and the agricultural production industry. Their expertise throughout this campaign was invaluable, and we have enjoyed the partnership that has formed."

-Kelly Hepler, South Dakota Game, Fish and Parks Secretary

To launch the Habitat Pays campaign, we worked with the state to coordinate a press conference on a farm featured in one of the campaign videos.

Our work for this event included print advertising, an eblast invitation and talking points for the Governor of South Dakota, Secretary of Agriculture and Secretary of Game, Fish and Parks.

We distributed press releases and followed up by monitoring earned media, wrote an article featured in Landowners Matter and created an ad for Conservation Digest. The campaign has been extremely successful, and we continue to create additional landowners’ stories through video and social media efforts.

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