Case Study: Wells Gray Community Forest

Wells Gray Community Forest (WGCF) is a locally owned forest tenure situated in the Wells Gray Country of British Columbia. Operated by the community for the community, WGCF manages forest resources for long-term environmental, economic, and social sustainability. In 2024, the organization embarked on a comprehensive engagement initiative to help develop a communication strategy to strengthen community connections and create a better understanding of the community forest and the social, environmental, and economic benefits for the community.

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Challenges

While WGCF had long been active in forestry operations and community grant programs, public awareness of its broader role, values, and impact was limited. Local community members knew about the organization by name but had little insight into its activities, benefits to the community, or opportunities for involvement. At the same time, the growing importance of social license and public trust in resource-based sectors highlighted the need for clearer, more consistent communications.

Solutions

WGCF connected with Amplify Consulting Inc. to help build a communication strategy. The project kicked off with community engagement to provide a broader picture of WGCF’s social license/reputation, open doors for new partnerships and collaboration, and create a deeper understanding of the benefits of the WGCF’s forest management work.

The staff of the WGCF, Board Directors, and community members were invited to participate in a few ways:  

• In person interviews hosted in Clearwater 

• One-on-one interviews (in-person, Zoom, and via phone) 

• Through an online survey  

In total, 62 respondents participated, and a wealth of knowledge and insight was provided to help develop a communications strategy that would help:

• Build public understanding of WGCF’s role and benefits

• Create opportunities for collaboration with local groups and organizations

• Create a consistent brand presence and communications approach

• Build stronger relationships and public trust in an evolving social landscape

Today, the WGCF has a comprehensive communications strategy they are diligently implementing and already seeing the benefits with greater community engagement, clearer and better understood communications creating better understanding for their work, and more collaborative relationship opportunities.

Kudos from Wells Gray Community Forest

“Properly explaining the role of the ‘Working Forest’ to the public is a very challenging task, especially when you are a small Community Forest based tenure. The Wells Gray Community Forest has been attempting for years to develop a concise communications plan, modernize our website, and link a logo to our value set. Through the work Amplify Consulting Inc. did to engage our community and key stakeholders, they developed a strategy that employs common sense, flexibility, and metrics to ensure it achieve the outcomes we outlined. We are pleased with the products and the positive attention the public has expressed with our new methods of outreach.”– George Brcko, General Manager, Wells Gray Community Forest.