Given that the Executive Director of the Georgian Bay Aspiring Geopark is a retired advertising executive, it’s not surprising that they are able to “spin” their messages. Watch this video. Revel in the heartwarming language. “Long term resilience and economic and cultural reconciliation.” Don’t you want to pull out your wallet right now?

Once you have watched it, read the document below it. It is called a creative brief. This type of document is widely used by ad agencies to ensure their message is on strategy. Notice how very different the message from this video is compared to the message relayed to Midland Council.

On to the strategy behind the communications to the general public – dare we say – who are easily influenced, when you are a pro. Not any more. Let us help you interpret the intentions behind the communciations.

The document below is structured exactly how Marketing Communications is taught in business schools and executed by ad agencies – not to mention the Geopark leadership team.

Project Description:

Simcoe County has identified the opportunity to create a global tourist destination based out of North Simcoe by having Georgian Bay designated as a UNESCO Geopark.  Brandtrade, a company hired by MBLC and led by Tony Pigott, gained credibility through an alliance with a leading geologist from University of Toronto, which enabled securing the status of an aspiring geopark. Thus far the aspiring Geopark is not recognized by UNESCO. To secure UNESCO recognition the Georgian Bay Aspiring Geopark must have the support of “all local and relevant regional actors and authorities as well as a management plan that is agreed upon by all partners that provides for the social and economic needs of local populations”   (see UNESCO requirements https://www.youtube.com/watch?v=DLANVHGQiec&ab_channel=UNESCO). To forward UNESCO recognition, in 2025 the Aspiring Geopark wants to secure federal funding as well as the support of 10 environmental organizations.  These organizations are not aware that this is a North Simcoe initiative.

Who is the Geopark Messaging?

Target

The Geopark is targeting funding partners and conservation organizations around Georgian Bay to secure their support.

Target Insight

For those deeply invested in Georgian Bay, this is a very precious place that must be protected.  While the various conservation organizations have different focal areas, such as the land, the water or the intersection of the community and the ecology, all of the conservation organizations around Georgian Bay care deeply about the preservation and protection of the area and are worried about the pressures of population and climate change.

What does the target think now about our category/brand?

The funding and conservation organizations are favourably disposed towards a scientific approach to protection and have respect towards the learning science can bring to protecting this area.  A UNESCO designation is respected and assumed to provide protection. They are unaware of the Visitor Centre development project in North Simcoe.

What are the Geopark Objectives?

Communication Objective

Influence attitude towards the Geopark to ensure conservation organizations feel confident the Geopark will help protect and preserve Georgian Bay.

Behavioural Objective

Secure letters of support from the conservation organizations for Georgian Bay to be designated as a Geopark.

What is the Geopark Main Message?

Main Message

A UNESCO Geopark designation will provide the framework for the protection and preservation of Georgian Bay.

Reasons to Believe

The Geopark is being led by a remarkable grassroots team of experts and community leaders.  A geopark designation is a powerful step towards long term economic and cultural reconciliation.

Tone & Manner

Positive and inspirational.