The avalanche education field has long struggled with reaching the community of mountain snowmobilers. Yet AIARE, the national nonprofit that standardized US education efforts during the last decade, is making a big push to reach that crowd in an impactful but resonant way. The first step is recognizing the differences in character for a community that diverges from skiers, climbers or snowshoers in many ways. As part of this effort, Voicebox partnered with AIARE’s Executive Director Vickie Hormuth, Education Director Liz Riggs-Meder and Motorized Program Manager Jeff Hambelton on shaping the creative concept and pitch messaging to present to the four biggest manufacturers in the industry.
Our shop developed a creative concept around short YouTube videos, roughed out a funnel based strategy for getting more community members into the education track and strategized about how it would all work and how much budget it would take. Voicebox then worked with AIARE’s leadership team on how to shape the story flow and voice of their industry presentation, providing messaging and creative feedback in a very short window before the annual meeting. We also crafted team member bios to communicate the organizational and educational expertise of the AIARE leadership crew.
