Montana Department of Natural Resources and Conservation
Statewide
​
Challenge: Montana’s 58 conservation districts cover more than 147,000 square miles, working across 70 municipalities to promote natural resource stewardship and sustainable land management. Despite their vital role in protecting the state’s landscapes, many Montanans were unfamiliar with the work of their local conservation districts.
The Montana Department of Natural Resources and Conservation (DNRC) partnered with Big Sky Public Relations to increase public awareness of the Conservation Districts Bureau (CDB) and its impact. The goal was to create a statewide education and marketing campaign that could reach both rural and urban audiences, highlighting the essential work of conservation districts while inspiring broader public engagement and support.
​
Approach: Big Sky Public Relations developed and launched a multimedia outreach campaign designed to educate Montanans about the role of conservation districts through relatable storytelling, strong visuals, and memorable taglines. Phrases such as “Conservation Districts: We’re Outstanding in Our Field” resonated with agricultural communities, while “Live Streaming Montana Style” appealed to outdoor enthusiasts and recreationists.
The campaign rolled out across digital, radio, and print platforms to ensure wide reach and accessibility. Six digital ads were developed and distributed on Facebook, Instagram, and display networks, generating more than 2.9 million impressions statewide. Each ad was tailored to reflect Montana’s diverse landscapes and values, connecting with audiences through themes of stewardship, collaboration, and local pride.
Recognizing Montana’s rural geography and varying levels of internet access, Big Sky PR complemented the digital effort with an extensive radio campaign. Nearly 2,900 radio spots aired across more than 30 markets, strategically timed for peak listening periods among agricultural and rural audiences. In addition, print and digital newspaper ads were placed in over 40 publications through the Montana Newspaper Network, ensuring the message reached communities in all corners of the state.
In addition to managing advertising, Big Sky Public Relations provided the DNRC with a suite of custom-designed materials to unify messaging and strengthen brand recognition. Deliverables included digital and print graphics, staff directories, orientation guides, district maps, display banners, training materials, and branded event visuals for Rotunda Day at the State Capitol. Each piece reflected a consistent visual identity that celebrated Montana’s natural beauty and the districts’ collective mission.
​
Results: The awareness campaign elevated the visibility and value of Montana’s conservation districts at a pivotal moment for the state’s natural resource programs. The creative blend of modern digital outreach and traditional rural media successfully captured attention across all 56 counties.
The digital campaign maintained an average click-through rate of nearly 0.28 percent, exceeding industry benchmarks for government education campaigns. Cost-per-click averages stayed below four dollars, demonstrating both efficiency and relevance. Radio and print outreach ensured equitable access to information across communities, regardless of technology access or demographic differences.
The campaign not only improved public awareness but also helped drive new traffic to educational resources and sparked broader conversations about conservation. The storytelling approach encouraged Montanans to see themselves as active participants in protecting local waterways, farmlands, and wildlife habitats.
As a result, the Conservation Districts Bureau strengthened its visibility, enhanced public trust, and laid the groundwork for future funding and support initiatives.