Strengthening Community Through Strategic Communications
The Menominee Indian Tribe of Wisconsin
Situation
The Menominee Indian Tribe of Wisconsin (MITW) initiated an ambitious effort to develop a new strategic plan to guide the future of the Tribe, its members, and families. The previous strategic plan was more than 15 years old, and while progress had been made, there was limited awareness among Tribal members about what had been accomplished and what priorities remained. Tribal leadership recognized that the success of a new strategic plan would depend on meaningful engagement with members, leaders, and the broader community throughout the planning process.
Opportunity
The communications challenge was to develop a comprehensive outreach, education, and engagement strategy that would elevate awareness of the strategic planning effort and encourage participation from Tribal members and leaders. Building understanding of both past accomplishments and future priorities was essential to ensure the strategic plan reflected community needs and fostered a sense of shared ownership in the Tribe’s long-term vision.
Approach
Working in collaboration with Tribal Communications and Administration, the team implemented a strategic communications program designed to inform, educate, and engage Tribal members through a culturally appropriate, multi-channel approach. Key elements included:
Research and Insight Development – Ongoing surveys were deployed through online platforms, mobile applications, email, print materials, and senior services outreach to ensure broad participation. Annual surveys allowed the team to measure shifts in awareness, understanding, and engagement over time.
Strategic Communication Cadence – A structured communications calendar was developed to align messaging with the strategic plan’s focus areas. Each month highlighted a specific priority area, sharing past accomplishments while outlining future goals and opportunities for community input.
In-Depth Storytelling – Long-form articles and interviews were developed for the Menominee Nation News, providing deeper context around strategic initiatives. A Strategic Plan Podcast series featured Tribal members and leaders discussing successes, challenges, and future opportunities.
Multi-Channel Engagement – Recognizing that not all residents have reliable internet access, communications leveraged multiple channels including earned media, social media, the Tribal newspaper, print posters and flyers, and community message boards to ensure broad reach across the Reservation.
Follow-up surveys conducted 18 months into the planning process showed a significant increase in awareness and understanding of the strategic plan and its purpose among Tribal members and leaders.
Community engagement workshops consistently reached capacity, reflecting strong participation and interest in the planning process.
Community meetings regularly drew large crowds, generating valuable feedback and insights for the strategic planning team.
Cross-departmental collaboration increased, leading to practical solutions such as improved food distribution programs for elders without transportation and new economic development initiatives.
Tribal members began engaging beyond their immediate communities, contributing ideas and collaborating on priority areas that could advance the Tribe’s long-term strategic goals.
Results
Through strategic communications, the planning process evolved from a technical exercise into a community-driven initiative, strengthening transparency, trust, and participation across the Tribe.
The engagement strategy helped ensure the new strategic plan reflected the voices and priorities of Tribal members while building momentum for long-term implementation. The communications strategy significantly increased awareness, participation, and collaboration across the Tribe.
