? & CO
homepage-work-images-x3.png

Discover Siskiyou

How might we improve tourists' awareness of Siskiyou County & increase its year-round economy?
(Augustine Agency)

🏔

homepage-work-banner-x3.png
Siskiyou-intro-banner.jpg

The Challenge

What was the problem?

 
 

Why Siskiyou County?

What makes the destination unique? What do the local communities need? Why should someone travel to Siskiyou?

Siskiyou County, California is a beautiful and natural wonderland spanning the northernmost part of the state, located in the Shasta Cascade region along the Oregon border. If you've heard of Mount Shasta, then you hold a general idea of the direction to travel, that's commonly where the knowledge ends. Siskiyou County was in need of an identity and a plan of action, our team at Augustine Agency was there to help guide them through the process. The county experienced a lack of awareness including familiarity of where it was located and what adventures it had waiting for travelers to experience. We were curious to discover if this was a reality by immersing ourselves into local / tourist experiences and uncover how we could help solve problems faced by the destination, stakeholders and travelers alike. 

google-maps-reference.jpg
Make Siskiyou a destination worth visiting!
google-search-reference.jpg
google-search-reference-2.jpg
 
 

 
Siskiyou-section-banner-2.jpg

The Outcome

What were the solutions & impact?

 
 

What happened?

We helped the destination tell their story, built a collaborative online community, developed a website to inspire travelers and worked with stakeholders to plan for the future.

Discover Siskiyou - California’s North, is now defined by four dynamic regions within the county that provide their own unique stories, working together to form a holistic brand experience. Organizing the vast scale and diversity of each region gave stakeholders a better foundation to build marketing efforts in the future. Partnering with locals / travelers to foster a stronger connection with public perception, we built a collaborative online community featuring content created by people visiting or living in the county. The impact of our multi-disciplinary partnership has rewarded Siskiyou with a higher demand for overnight lodging and an increase in travel spending aiding local businesses with the economic support needed to continue sustainable growth.

 
 
 

Brand Story Video

Case Study Video

 

Online Community

 

Website Experience

 

What was the impact?

2016 County Stats.png
impact-1.jpg

Siskiyou’s New Brand:
Discover Siskiyou – California’s North, successfully defines four unofficial regions of the county, highlighting each area’s personality and unique offerings, driving interest to prompt return visitation.

Social Media Success:
Almost 10,000 Facebook fans in 7 months!

impact-2.jpg

Website Experience Success:
In the first six months, Discover Siskiyou.com has had over 25,000 page views with visitors staying over 1 minute on the site and a 13% return rate. Additionally, 39% of the sites visitors show a “signal of intent” to visit including linking to lodging and attractions.

 
 

 
Siskiyou-section-banner-3.jpg

The Process 

How did we approach the project?

 
 

Understanding the problem?

How can we learn what people need? Why is the local tourism economy struggling? What do locals think about tourism?

In order to understand the problem space we began our own research on the background of the destination including it's history and general information visible to the public via GoogleWikipedia. We worked directly with the county stakeholders to build empathy for the needs of the tourism improvement district and local community. Our teams set out on multiple discovery trips across all the regions and seasons Siskiyou has to offer travelers by participating in outdoor activities / local restaurants / lodging offerings alongside groups of fellow tourists. During my travels also I spent time with local businesses, family farms and park rangers to understand how their lives are influenced by the tourism market.


My Role:

Observe local life / Discover the destinations offerings / Research + understand the problem space / UX Research / Site Architecture / Get lost in the county & ask locals for help / Become a tourist and use beginner’s mind or “Shoshin”.

Our Team:

(Augustine Agency) Chief Creative Officer + Creative Director + Digital Marketing Manager + Art Directors + Designers + Developer + Project Managers + Account Executives + County Board Members + Pusher, Inc. + Locals 

 

What were our research & discovery goals?

 
 
siskiyou process 1.jpg

Observation + Inspiration

 
 

What did we learn?

Most visitors were seeking outdoor adventure! Trip planning typically occurred after talking to family and friends! Focus on the delicate relationship between attraction and affordability!

During our comprehensive in-market discovery of Siskiyou, we gained an empathetic understanding for the challenges experienced by tourists and stakeholders. We heard countless inspirational stories; from a videographer/DJ turned Mayor and a hotelier duo who retired from vagabonding around the world to rock climbing obsessed buffalo farmers passing down traditions through the generations and a family-owned restaurant with the best burger on the West Coast. Collaborating directly with the people we were designing for gave us a fresh perspective on the daily struggles of locals and the wayfinding trials of weekend travelers.

 

Initial Online Research

research-discovery-images-1.jpg

Team + Individual Discovery Trips

research-discovery-images-3.jpg

Meetings with County Stakeholders

research-discovery-images-2.jpg

Talk to Locals & Tourists

research-discovery-images-4.jpg
 

Challenges experienced by stakeholders?

opportunities-discovered.jpg
 

Who are the customers / humans / users?

 
 
 
 
siskiyou process 2.jpg

Synthesis + Ideation

 
 

How did we take action?

Identified tourism opportunities! Developed international awareness for local offerings! Shared immersive experiences!

Lorem ipsum dolor sit amet, cum minim fastidii sadipscing ut. Vel docendi abhorreant ut, eligendi conceptam eum te. Eam an enim putent insolens, corrumpit ullamcorper in sed. Cu nam saperet sapientem, iusto semper eum ea, sit ne indoctum vituperatoribus. Et est inciderint reprehendunt, utamur impetus scripserit ad vel. Ius in dolorum vituperata ullamcorper. At sed vitae legimus voluptua, mucius labore erroribus eam ut.

 

What were the opportunities we discovered?

Opportunity-group.jpg
 
 
 

Understanding everything Siskiyou has to offer?

offerings-1.jpg
offerings-2.jpg
 

What is Siskiyou?

nature.jpg

Beautiful + Natural

relax.jpg

A Place to Escape + Relax

adventure.jpg

Adventurous + Vast

forest.jpg

California's North

 

Four distinct regions, endless unique stories! 

region-breakdown-nav.jpg
 
 
siskiyou process 3.jpg

Evolution + Implementation

 
 

What did we create?

Stories for locals to share with the next generation! Brighter futures for a county of warm-hearted humans! An online community for travelers and locals to connect collaboratively!

Lorem ipsum dolor sit amet, cum minim fastidii sadipscing ut. Vel docendi abhorreant ut, eligendi conceptam eum te. Eam an enim putent insolens, corrumpit ullamcorper in sed. Cu nam saperet sapientem, iusto semper eum ea, sit ne indoctum vituperatoribus. Et est inciderint reprehendunt, utamur impetus scripserit ad vel. Ius in dolorum vituperata ullamcorper. At sed vitae legimus voluptua, mucius labore erroribus eam ut.

 
Approach-group.jpg
 

Check out the projects from Augustine & Siskiyou County

DiscoverSiskiyou.com < 

> Get Inspired - Blog <  

> Facebook Community <

> Siskiyou Industry Resources <

 
 

 
 

User Journeys

 ^ simplified (organic search) discovery and planning experience

^ simplified (organic search) discovery and planning experience

 ^ simplified (activity/real-world) informational and wayfinding experience

^ simplified (activity/real-world) informational and wayfinding experience

 

Site Map & Site Architecture

 
Siskiyou_Site_Map_Draft_NEW.jpg
 
 
Siskiyou-site-architecture.jpg
 
 
 

Discover Siskiyou Website

 
 
Siskiyou-Website-Mockup.jpg
 
 
Siskiyou-section-banner-5.jpg

What's next...

(design is never done)