Home Hiking American Hiking Seeks a Branding, Marketing, and Strategic Positioning Consultant

American Hiking Seeks a Branding, Marketing, and Strategic Positioning Consultant

19 min read




Over the previous two years, American Hiking Society (AHS) has transitioned its management and remodeled its Mission, Vision, and Values statements and is within the technique of finalizing its 2020-2024 Strategic Plan.  As a outcome, AHS has sharpened its concentrate on the hiking group, supplied the instruments and platform for the hiking group to advocate for itself, asserted a extra public and forward-leaning advocacy stance, and de-siloed its packages to create area for them to work in live performance towards frequent objectives.  Even our flagship program, National Trails Day®, has taken on a new identification as a day of service to trails and advocacy round prime points for the hiking group, slightly than merely as a day to get extra individuals out on the path. While our social media following is rising, {our relationships} with present and new company sponsors is strengthening, and particular person presents are growing, we nonetheless have but to determine ourselves as a main participant within the general out of doors business and as a family identify within the hiking public as we attempt to overcome a typically “old fashioned” or “stodgy” fame.  We know we have now remodeled AHS and have thrilling plans for the long run; however to be efficient in our up to date Mission, we want for everybody else to understand it too.

American Hiking Society seeks a certified guide or consulting firm to help with the event of a Marketing and Strategic Positioning Plan that may information us towards successfully speaking the “New AHS” to the out of doors business and common public (notably the hiking group) and assist place us as an advocacy and path service chief for the hiking group.      

The plan ought to:

  • Audit AHS advertising and marketing, branding, and exterior communications for gaps, weaknesses, and wanted modifications.
  • Assist AHS with building strategic partnerships that may bolster our efficacy towards assembly our mission.  These strategic partnerships ought to place us as an efficient advocacy and path service chief and make sure the success of our 2020-2024 Strategic Plan.
  • Ideal proposals will define a one-year initiation plan with a number of years of lighter follow-up help.


All proposals ought to be submitted to Sarah Morgan (Board Vice Chair) at [email protected] by July 30, 2019.  


About American Hiking Society


Founded in 1976 as the one nationwide voice of the hiking group, American Hiking’s mission is “Empowering all to enjoy, share, and preserve the hiking experience”.  We envision a world the place everybody feels welcome within the American hiking group and has everlasting entry to significant hiking, together with city, frontcountry, and backcountry alternatives. We will obtain this imaginative and prescient by empowering all communities to get pleasure from, share, and protect the hiking expertise; advocating for the safety and growth of hiking areas; fostering path stewardship; and collaborating with companions whose strengths are complementary.  

AHS is primarily an advocacy-focused nonprofit; nevertheless, we do run a number of volunteer path service packages throughout the nation that serve to bolster our advocacy.  Those packages embody Volunteer Vacations (week-long service journeys), Alternative Break (week-long service journeys for faculty college students throughout their spring break), and National Trails Day® (a day of path service and advocacy started by AHS in 1993, with over 1,000 occasions throughout the nation).


Primary Goals and Objectives


In hiring a Marketing and Strategic Positioning guide, AHS seeks to place itself as an advocacy and path service chief within the out of doors business and with most people (particularly the hiking group); successfully talk the “New AHS” to these audiences; and convey to life our revamped mission, imaginative and prescient, and values.  The goals we hope to attain are to:

  • Complete the transition of AHS’s fame away from that of a  nonprofit caught up to now and solidify its rising fame as a related, efficient advocate for the tens of millions of people who comprise the hiking group within the United States.
  • Build strategic partnerships throughout the out of doors business to bolster our mission and strategic plan objectives.
  • Strengthen our advertising and marketing, branding, and exterior communications to make sure efficient communication of who AHS is, what we’ve achieved, and the place we’re going.
  • Increase and broaden our membership,  social media following, and digital footprint.




AHS has already started positioning itself as an advocacy and path service chief within the out of doors business.  We have:

  • Experienced a strategic transition in management and staffing.
  • Acquired the know-how essential to create focused Calls to Action (CTAs), permitting the hiking group to simply contact their senators and representatives about particular advocacy points.
  • Purposefully and strategically rising our social media presence and producing public advocacy campaigns.
  • Cultivated strategic partnerships, slightly than taking an AHS-only or AHS-always-leads method.
  • Cultivated lasting relationships with a variety of company sponsors and have been buying new company companions, partly as a result of we provide a personalized relationship with every companion.
  • Won OIA’s Together We Are a Force Participation Award in 2018 with Teresa Baker of African American Parks Experience.
  • De-siloed our packages to work in sync towards frequent objectives. Streamlined our messaging throughout packages and advocacy and fundraising campaigns.
  • Launched an Alternative Break Scholarship for faculty college students underrepresented within the outdoor; have been running the one nationwide volunteer hiking path service packages for faculty college students; elevated help and curiosity within the NextGen Trail Leaders program; and have begun to present NTD a new identification as a day of path service and advocacy.
  • Reworked our Mission, Vision, and Values statements and labored with an exterior guide to provide a 2020-2024 Strategic Plan.
  • Started to unify the look of our advertising and marketing supplies and different public-facing content material
  • Revamped and up to date the navigation of the AHS web site.
  • Nurtured deep and sturdy connections with Congress and the Federal Government.


Areas for Improvement


Despite our sturdy push into a new period for AHS, we nonetheless have a lengthy option to go.  We acknowledge the next areas that want enchancment, although we don’t contemplate this to be an exhaustive listing:

  • The AHS model remains to be unknown to a important swath of the hiking group.
  • The AHS model remains to be unknown to or has weak relationships with some key gamers within the out of doors business, and AHS shouldn’t be instantly regarded as one of many main nonprofits within the out of doors business, partly as a result of our earlier, considerably “stodgy” fame nonetheless precedes us.
  • Even although AHS owns the trademark for and started National Trails Day® (NTD) in 1993, as NTD grows in recognition, a smaller proportion of individuals and organizations affiliate it with AHS; and we have now but to completely and successfully harness its potential for growing model consciousness.
  • While our social media following is diversifying and rising, our membership is: majority male, white, over the age of 50, and shrinking.
  • Converting rising social media presence into donors and engaged members.
  • AHS employees and Board aren’t typically called-upon to be audio system or panelists or to offer quotes and interviews for the media, even when the subject is extra straight related to AHS than to another group.


Proposal Requirements


Please embody the next in your proposal:

  • Background on enterprise/group (or skilled background if unbiased guide):
    • (Company) identify, deal with, and mission assertion.
    • Names and roles of consultants who would work on this venture, their resumes (or LinkedIn web page if full), and their social media handles if professionally related.
    • Years in enterprise, possession construction, whole variety of staff, proportion of staff who’re individuals of shade, proportion of management positions occupied by individuals of shade.
    • Demonstrated capability to work with a broad number of stakeholders, together with examples of teams with whom you’ve gotten labored/are engaged on advertising and marketing and strategic course, partnerships, and positioning.
  • Proposed consulting construction, workplan, closing product, timeline, and construction of ongoing help.
  • Budget estimate:
    • Overall price with justification.
    • Hourly charge for guide(s).
    • Cost for ongoing help.
    • (Optional) Proposals for 3 totally different ranges of output and help.
  • Independent consultants might be at liberty to affix collectively in a joint proposal, appearing as one crew, however there have to be a clear cost construction specified by the proposal.


Proposal Submissions and Selection Process

Proposal submissions ought to be emailed to Sarah Morgan (Board Vice Chair) at [email protected] no later than finish of day July 30, 2019.  Please embody all contact info for the principle level of contact, who ought to be capable of make legally-binding choices for the corporate/guide.

The AHS Board of Directors will assessment all proposals and will schedule video-conference interviews with a closing choice of candidates.  

In no method does your (firm’s) submission of a proposal bind American Hiking Society to any contractual obligation in any way.  AHS reserves the proper to reject at any time and for any purpose, all or any proposals obtained as a results of this RFP.


The Bidder shall not, with out the prior written consent of American Hiking Society, disclose or make accessible to any person, aside from AHS employees, or use, straight or not directly, aside from the efficiency and implementation of the work, any Confidential Information (as hereinafter outlined) acquired from an Information Holder (as hereinafter outlined) in reference to the efficiency of this contract, until:

  • The info is thought to the Bidder (as evidenced by its written data) previous to acquiring the identical from an Information Holder and shouldn’t be in any other case topic to disclosure restrictions on bidder; or
  • The info is within the public area previous to the time of disclosure by the Bidder; or
  • The info is disclosed to the Bidder by a third celebration who didn’t obtain the identical, straight or not directly, from an Information Holder and who as no obligation of secrecy with respect thereto.

As used herein, the time period “Confidential Information” shall imply any info, written or oral, regarding the venture, regarding or consisting of processes, strategies, procedures, designs, drawings, plans, diagrams, specs, pc packages, programs, experience, commerce secrets and techniques, and different technical knowledge, venture info, insurance policies and contracts (together with this contract), and any discovering or knowledge from the venture that AHS doesn’t want publicly launched.  The time period “Information Holder” shall imply distributors, Bidders, and subcontractors, of any tier, and another celebration coping with American Hiking Society or such authority.


Source link

Load More Related Articles
Load More By Shahid Khan
Load More In Hiking

Leave a Reply

Your email address will not be published. Required fields are marked *

Check Also

Hiking with Bears and Cougars // Full Time RV Living // S:2 E:7

When I consider hiking in Florida, I consider alligators and snakes. When you consider hik…