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Larimer County unveils ‘Mile Markers and Momentum’ campaign to publicize strategic-plan results
Summary
Larimer County public affairs staff proposed a community-focused communications campaign called “Mile Markers and Momentum,” including a story map, badge system, videos, events and a phased rollout beginning in early 2025.
Michelle Bird, Larimer County public affairs director, presented a campaign proposal titled “Mile Markers and Momentum” during the board’s Jan. 27 work session and asked the board for input on taglines, tone and next steps.
Bird said the campaign reframes the county’s 2024–2028 strategic plan by foregrounding tangible community impacts rather than the technical language of the plan. “What if we stop trying to make the community care about the strategic plan as like this government initiative and instead…share the heart of the strategic plan which is the progress and the daily impacts it has on the lives of the people that live here,” Bird said.
The campaign is built on three themes—collaboration, innovation and tangible results—and aims to be optimistic, inclusive, simple and interactive. Core deliverables Bird described include an online interactive story map that documents past successes and current projects, a digital and physical badge system linking partners and projects to the story map, a short video series and media kits for staff and partners. Events such as small “mile marker” celebrations and an annual community “momentum summit” were proposed to recognize partners and publicize outcomes.
Board members provided largely supportive feedback and suggestions. Commissioner Jody Shattuck McNally favored using Larimer County in the name and noted the value of a short, memorable brand; another commissioner suggested combining taglines and including Spanish-language elements such as “Adelante.” Commissioners asked about partner use of badges (for example, local fire authorities), and Bird confirmed partners could display digital or physical badges linking back to the story map.
On timing, Bird estimated priority deliverables could be launched within the first couple of months, with Phase 2 by the end of Q1 or spring and Phase 3 by early fall, subject to staff capacity. She emphasized the campaign would complement, not replace, transparency-focused materials already on the county website.
Josh Fudge, director of performance, budget and strategy, summarized implementation tasks and staffing questions and noted the campaign is intended to help residents “know it’s there” and understand how county work affects daily life. Staff said they will initially populate the story map with past strategic-plan successes and identified early projects (for example, EV charging stations) to illustrate how badges, videos and events would work in practice.
The board did not take formal action during the presentation; staff will return with deliverables and further recommendations in subsequent updates.
