ZION NATL PARK FOREVER PROJECT | GROUNDBREAKING EVENT

Groundbreaking
solutions

It’s tricky to announce a new building in rural Utah when it may trigger fears of unwanted development and environmental disruption. That’s why when the Zion Forever Project asked us to help them unveil a revolutionary project near Zion National Park’s east side, we created a “Seed Planting” event rather than a traditional groundbreaking, reaching an estimated 21 million individuals through media relations efforts along the way.

~21 MILLION
Individuals reached.

The Zion Forever Project is a nonprofit organization officially charged with protecting, preserving, and supporting the beloved Zion National Park. After more than a decade of planning, they were finally ready to showcase the innovative East Zion Discovery Center, a place focused on both educational and conservation initiatives. However, they were nervous that the announcement might spark controversy if people misunderstood the purpose behind the development.

To ensure due credit and a unified narrative, we interviewed several key figures–including a generous land donor, National Park Service reps, building architects, developers, native tribes, and more. Through these interviews, we discovered several insights and gained an in-depth understanding of individual contributions that we integrated into key messaging for a press release, media pitching, and quote/fact sheets.

7 INTERVIEWS
Conducted with key figures.

Platinum
winner

To highlight the project’s conservation efforts, we held a “Seed Planting Event” in place of a traditional groundbreaking. This successfully shaped the project’s narrative and gained wide coverage, even being attended by Utah Governor Spencer J. Cox.

More than 30 headlines appeared in publications around the country with a combined reach of more than 21 million, all perfectly communicating the project’s vision, purpose, and objectives. None of the stories made any reference to “unwelcome development,” indicating that our conservation message had been successfully received and understood.

30 HEADLINES
Featured In statewide publications.

For our efforts, Love Communications was honored with a 2023 Platinum MarCom Award.

PLATINUM WINNER
2023 MarCom Awards

The success of our partnership with the Zion Forever Project continues. We’re excited about future opportunities to help them protect these environmentally, historically, and culturally important landscapes.

ALTA BANK | DOMESTIC VIOLENCE AWARENESS CAMPAIGN

Standing Against
Domestic Violence

According to the National Coalition Against Domestic Violence, 33.6 percent of Utah women and 21.4 percent of Utah men experience intimate partner physical violence, intimate partner sexual violence, and/or intimate partner stalking in their lifetimes. 

5 MILLION
media impressions.

Altabank, a strong advocate for domestic violence awareness and prevention, sought to elevate this cause on a statewide level. They turned to our PR team at Love Communications to transform this advocacy into impactful action, resulting in a wildly successful press conference at the capitol, complete with a gubernatorial declaration and more than 5 million media impressions.

Recognizing the significance of Domestic Violence Awareness Month in October, we identified an opportunity to amplify this critical issue within Utah. Our team collaborated with the Governor’s Office to declare October 2 “Domestic Violence Awareness Day in Utah.” We strategically organized a press conference at the State Capitol, where a declaration from Governor Cox and Lieutenant Governor Deidre M. Henderson was read.

OCTOBER 2
Domestic Violence Awareness Day in Utah

Central to our strategy was the power of storytelling. While statistics on domestic violence are undoubtedly striking, it’s the heart-wrenching stories that resonate most and drive action. Lt. Governor Henderson delivered a video message sharing her personal connection to the cause, recounting how she lost her cousin to domestic violence. This was followed by compelling stories from Jennifer Campbell, Director of the Utah Domestic Violence Coalition, and Shonie Christiansen, an advocate and survivor, who shared their powerful experiences.

These narratives ensured that the event not only honored the significance of the day but also deeply impacted attendees and the broader public. Including speakers who have experienced domestic violence humanized the issue—instead of just being a statistic, these women were living, breathing evidence of the crisis in our state. They were relatable and human.

Utah’s four largest broadcast stations—KSTU, KTVX, KUTV, and KSL—attended the conference and covered the story, effectively informing residents across the state about domestic violence and providing crucial information on recognizing and addressing abuse. The total estimated reach was 5,528,829, with 26 total media mentions. 

5,528,829
total estimated reach

This event laid the foundation for sustained advocacy. Plans are already in place for another declaration with Governor Cox and Lt. Governor Henderson in October 2024, continuing this awareness effort.

INTERMOUNTAIN FARMERS ASSOCIATION | CENTENNIAL

IFA Country Store 100 Year Story

Capturing hearts and minds often starts with a story, and IFA Country Stores had countless stories worth telling.

100 YEARS
serving the intermountain farmers community

In 2023, the Intermountain Farmers Association (IFA) marked its 100th anniversary in the Intermountain West. To commemorate this milestone, IFA launched a “100 Hours of Service” initiative, challenging each branch to volunteer 100 hours throughout the year. This collective effort resulted in over 3,500 hours of community service across the region.

IFA approached Love with a desire to spread the word about its initiative, boosting awareness and reputation of the already beloved brand. The results of our work? Placements in eight local publications across the Intermountain West, concentrated in rural areas where IFA thrives.

IFA workers diligently tracked their 3.5k+ service hours and documented small anecdotes in a spreadsheet. This sheer volume of data—hundreds of rows in Excel—posed a challenge. IFA needed help transforming this raw information into a compelling narrative that would resonate with their core audience.

We identified traditional media relations as the most effective approach, focusing on rural communities where IFA has a strong presence. We crafted a master press release highlighting the program’s overall success. Then, we developed six “Swiss cheese” localized releases tailored to different markets, primarily targeting smaller towns in Utah, Colorado, New Mexico, and Nevada.

8 PLACEMENTS
featured in local publications

Each localized release featured 1-3 in-depth stories showcasing the specific service projects undertaken by IFA employees in that region. These stories ranged from volunteering at county fairs to repairing flood-damaged backyards and tying blankets for children in need.

6 LOCALIZED RELEASES
tailored to small towns in Utah, Colorado, New Mexico, and Nevada.

For example, Restoring a Single Mother’s Backyard: In Southern Utah, the IFA Country Store in Cedar City and the Southern Utah Agronomy Center dedicated over 200 hours to renovating the backyard of Heather, a single mother of three. Severe flooding had devastated the yard, but the team worked together to plant grass seed, lay gravel, and more. “Outside of her two jobs, Heather is a Pastor who volunteers her time visiting with the elderly in hospice care. She has always given back to others, so it was great to give back to her in this way,” said Sam Mortensen, branch manager of the Cedar City IFA Store.

851,188
estimated combined reach

Sometimes, media relations strategies seek to reach the masses. In this case, targeting IFA’s core customers in rural areas was most important.

Local newspapers eagerly embraced the opportunity to feature heartwarming stories happening in their communities. We secured eight stories in local outlets and arranged interviews with local IFA employees who were directly involved in the service initiatives.
Overall, our efforts resulted in an estimated combined reach of 851,188, with coverage in Utah Business and local stories in Cortez, CO; Farmington, NM; Elko, NV; Cedar City, UT; St. George, UT; and Tremonton, UT, as well as a repost in World News.

This initiative not only celebrated IFA’s 100 years of service but also strengthened its bond with the communities it serves. Through meaningful media outreach, Love Communications helped IFA share these powerful stories, building lasting connections and reinforcing the company’s dedication to service.