MBNA Proposal
MBNA Introduction
The Medicine Bow Nordic Association (MBNA) is the unsung hero of winter athletes in the Laramie area. They are a non-profit organization who is partnered with the U.S. Forest Service to provide groomed Nordic ski trails in the Happy Jack area as well as to promote Nordic skiing (Medicine Bow Nordic Association). Since it is not a business, its funding is provided by members, community contributors, and grants (Medicine Bow Nordic Association). Most of the funding that is put in by the community is given back to it in the form of beautifully groomed trails as wells as facilities such as warming huts (Medicine Bow Nordic Association). They are also supporters of local ski teams such as those at the Laramie Junior High School, Laramie High School, and the University of Wyoming (Medicine Bow Nordic Association). Although they provide many services to the Laramie community, they face a few problems.
Problems Faced by MBNA
MBNA was able to identify some problems it has been facing in recent years. One problem is conflicts between fat bike users, snowshoers, Nordic skiers, and hikers. Each sport makes different tracks which can un-compact the snow and make it difficult for other users. A second problem is a being able to formulate a long-term plan for the organization’s partnership with the U.S. Forest Service. The last problem identified by MBNA is guests using the trails without paying for a membership, which stems from users not knowing about MBNA and its membership. Though these are the largest problems MBNA is aware of, my group identified a few more that are seen from an outside perspective.
By doing outside research, myself and my group members were able to identify a few other problems. First, the website needs to be updated with news, events, and information relevant to MBNA. Second, the blog posts need to be updated regularly or on a set schedule. Third, MBNA needs are larger social media presence. Last, there needs to be more advertising for their ski classes and memberships. Theses problems not only impact MBNA but those in the Laramie community.
People Affected and Benefited
These problems affect a few groups of people: MBNA, users of the ski trails, and those who are looking for somewhere to do outdoor winter activities. Due to problems with the website, social media presence, and a lack of advertising, MBNA is not able to get as much funding or recognition as possible which could lead to future problems. The users of the ski trails are affected by problems such as user conflict which can discourage some users from benefiting from MBNA. Even those who are not yet users of the trails are affected by a lack of advertising and public knowledge of the organization because it takes away the possibility of getting active in the winter and starting up a new hobby. Fortunately, our collaboration can help solve a problem affecting these groups.
All of these groups will be benefited if any one of the problems outlined above are solved. MBNA would have more funding to continue grooming trails and supporting the community as well as gaining more recognition. The users of the trails would have fewer problems with un-compacted trails. Lastly, those who are potential users would be able to find the trails and become regular users and become members of MBNA. However, in one semester my group is not able to help solve all the problems identified, but we will hopefully be able to help with one.
Potential Solutions
One of the problems my group can address is the lack of MBNA’s social media presence as well as better visibility on Facebook. Nowadays it is difficult to find a person who is not active on some form of social media. In fact, ninety percent of those between the ages of eighteen and twenty-nine use some form of social media, as well as sixty-five percent of older adults (Perrin). This hits right in the target audience which consists of college students, outdoor enthusiasts, and anyone looking for an outdoor adventure. Other ski associations are trying to hit this target audience as well and can serve as good models for MBNA to follow.
The American Birkebeiner Ski Foundation (ABSF) and the Spokane Nordic Ski Association (SNSA) are two of the best models for MBNA. They are ski associations like MBNA. The American Birkebeiner Ski Foundation has a strong social media presence, especially on Facebook (American Birkebeiner Ski Foundation). They post updates everyday that consist of eye-catching pictures and minimal text that draws in the reader. Some posts are as simple as an answer to a question about skiing or a coupon to a gear store. The Spokane Nordic Ski Association has similar posts but is closer to the scale of MBNA (Spokane Nordic Ski Association). They post a lot of photos submitted by Nordic skiers and encourage participation in local events and races. Taking on the practices of these organizations would benefit MBNA as wells as the Laramie community.
MBNA is a part of the Laramie and Nordic skiing community, but not a lot of people know it. By having an active social media presence like ABSF and SNSA, MBNA can interact with the community and show them all that the organization does. MBNA can post similar updates such as pictures of the local trails and events as well as general Nordic skiing knowledge and advice on Facebook and on their blog. MBNA would have to designate one person or an organized group of people to keep an active, consistent presence on social media. This could be a task for members of the Nordic ski team at the University of Wyoming or the job of a volunteer or intern. Whoever’s task it is to take the lead on social media has to be consistent and creative, but we are not short of people like that in Laramie. I have hopes that they will benefit from implementing a solution.
I have high hopes that my group, in collaboration with MBNA, will be able to make MBNA an active social media presence. It will be difficult to get into the habit of posting consistent, creative updates, but once there is a designated person/s to do this job, it will be a successful project. Even if the project is not quite completed before the semester ends, I know MBNA will finish what we started in order to draw in its target audience.
Works Cited
American Birkebeiner Ski Foundation [Facebook page]. American Birkebeiner Ski Foundation. Web. 29 Feb. 2016.
Medicine Bow Nordic Association. Medicine Bow Nordic Association. Web. 29 Feb. 2016.
Perrin, Andrew. “Social Media Usage: 2005-2015.” Pew Research Center. Pew Research Center, 8 Oct. 2015. Web. 29 Feb. 2016.
Spokane Nordic Ski Association [Facebook page]. Spokane Nordic Ski Association. Web. 29 Feb. 2016.
