Great Outdoors Colorado Strategic Plan Evaluation

Project Description

Omni partnered with Great Outdoors Colorado (GOCO) to create a bold, flexible evaluation strategy that would do more than just track metrics—it would reflect GOCO’s values. Spanning 2021 to 2022, this collaboration developed a roadmap for learning, improvement, and accountability rooted in equity, community voice, and strategic clarity.Together, we began by working with GOCO leadership and stakeholders to define what a meaningful evaluation approach should look like. That effort led to a refined Theory of Change, with sharper definitions of desired outcomes across youth engagement, stewardship, and community vitality.Omni then designed an evaluation framework that was community-centered and values-aligned. To ensure its usability, we trained GOCO staff and piloted the evaluation in real-world settings. The result: a toolkit and shared understanding that supports internal implementation and learning across teams.At the same time, Omni conducted an in-depth evaluation of the Generation Wild media campaign. While mothers were already well aware of the benefits of outdoor play, the campaign proved to be a vivid, memorable nudge. Across pre/post surveys and intensive summer fieldwork, 43% of mothers said the campaign encouraged them to get their children outside more often, and 75% of those who recalled the campaign viewed it positively.Ultimately, this work helped GOCO align its measurement with its mission—ensuring that outcomes are not only tracked, but truly understood and driven by those most impacted.