191016_Paper2_TreadLightlyUpdatePaper2

CAIRNGORMS LOC­AL OUT­DOOR ACCESS FOR­UM PAPER 2 16^th Octo­ber 2019

CAIRNGORMS LOC­AL OUT­DOOR ACCESS FORUM

Title: Update on pro­mo­tion of ​“Tread Lightly in the Park”.

Pre­pared by: Adam Streeter-Smith, Out­door Access Officer

Pur­pose: To update mem­bers on the work under­taken to date pro­mot­ing respons­ible access in the Park.

Back­ground

1. Since the last LOAF meet­ing in June 2019 out­door access staff have pub­lished the revised ​“tread light­ing in the Park” con­cer­tina leaf­let which is being dis­trib­uted around ranger ser­vices. An A4 fold leaf­let has also been pub­lished and this will be dis­trib­uted by Land­mark Press to key vis­it­or attrac­tions and leaf­let hold­ers across the Park and just out­side the Park.

2. Social media con­tin­ues to become the primary chan­nel for com­mu­nic­at­ing core ​“tread lightly in the Park” mes­sages to our online audi­ence, provide con­tent for part­ners to share online and to test dif­fer­ent approaches and assess which is the most effect­ive. Part­ners such as Moun­tain­eer­ing Scot­land have developed online cam­paigns around themes such as #DirtyCa­mp­ing and we have cap­it­al­ised on that high­light­ing issues in the Park.

3. To enrich the social media con­tent we have been exper­i­ment­ing with dif­fer­ent ideas, includ­ing a slide show see fig­ure I, which has worked very well. Table one shows the extent of reach online.

Page	Tread lightly Posts	Impres­sions	Engage­ments
Act­ive Cairngorms	42	53,497	6,372
Cairngorms Nation­al Park	27	103,624	7,929
Insta: CNP	5	4,441	1,107
Com­bined	74	161,562	15,408

Table One- Engage­ment on social media

Fig­ure I — example of online content

Dog Friendly Cairngorms

1. This area of work has yet to com­mence but staff will look at how to take this for­ward over the winter. The CNPA sup­por­ted the Top Dogs Day Out Event, delivered by the High­life High­land Coun­tryside Ranger Ser­vice, again this year with roughly 110 people attend­ing, 35 registered dogs and at least 60 dogs onsite for social­isa­tion purposes

Next steps

1. Videos’ anim­a­tions and slides show con­tin­ue to work well on line so staff will look to cre­ate more of these. Tar­get­ing single mes­sages via social media (for example wild camp­ing to cent­ral belt audi­ences) also works well and we will con­tin­ue to explore this with enga­ging images.

Adam Streeter-Smith Out­door Access Officer

adamstreetersmith@​cairngorms.​co.​uk