Discover Fort Smith: Broadening Fort Smith’s Identity Through Community Engagement 

Social Impact Framework: Community Representation and Engagement

What is the issue you were trying to address?

We were trying to broaden the narrative and perception of Fort Smith beyond a singular “western identity.” While our city’s frontier history is important, that identity often overshadowed the rich diversity of our people, cultures, businesses, and experiences leaving many community voices unheard  

We recognized that in order to foster greater community trust and vitality, our storytelling needed to better reflect the depth and breadth of Fort Smith today. By creating space for more comprehensive representation across race, gender, age, and lived experience, we aimed to deepen community connections and contribute to vibrant economic growth by attracting a wider range of residents and visitors. 

What were the stated objectives of this initiative?

Our initiative set out to foster community trust and vitality through trusted and authentic relationships and enhanced community representation. We sought to:

• Strengthen community identity by promoting inclusive narratives
• Build authentic partnerships with local businesses and individuals
• Drive sustainable economic return through heightened visibility
• Use storytelling as a tool for meaningful engagement and belonging

What were the specific metrics you used to measure the success of your efforts?

Quantitatively, we monitored detailed social media performance metrics, including:

• Total impressions
• Average reach per post
• Engagements (reactions, comments, shares, saves)
• Engagement rate across featured content

Qualitatively, we focused on narrative impact. We analyzed:

• Comment sentiment to gauge audience response
• Community feedback at events and ribbon cuttings
• Anecdotes from featured individuals and business owners regarding increased foot traffic or partnerships
• Ongoing content audits to ensure inclusive storytelling and authentic representation

What were the specific outcomes and results of your efforts?

Our efforts of using a boots on the ground method and simply making phone calls to local businesses resulted in tangible and transformative outcomes for both community engagement and economic vibrancy. Key outcomes include:

• Elevated Representation: We spotlighted stories that had not previously been part of Fort Smith’s tourism narrative, like our Pride celebration hosted by the Fort Smith Lambda Society. Our Pride post alone received 17,666 engagements and a 47.5% engagement rate, underscoring community interest in inclusive storytelling.
• Cultural Visibility: Some of our campaigns focused on our diverse communities, such as the Black and Asian communities. These almost always garnered high engagement and shares.
• Local Economic Impact: Business owners featured in our behind-the-scenes series and monthly Employee Generated Content Foodie adventure series reported increased foot traffic after being spotlighted.
• Deepened Community Engagement: In late 2024, we launched our podcast series to highlight individuals making an impact, from Sarah Strom of the Fort Kids Children's Museum to Tiffany DeVries (Youth Services Librarian), and Sara Deuster (Director of Parks & Recreation). These human-centered episodes amplified both civic pride and destination awareness
• Campaign Innovation: We rolled out multiple campaigns, including “Fort Smith Unfiltered,” which invites residents to share their favorite local spots, and our local business spotlight series that celebrates entrepreneurship, food culture, and grassroots stories.

What other best practices or key lessons can you share?

Changing long-standing perceptions requires consistent effort and varied content. We found that featuring real people: local entrepreneurs, artists, and community leaders resonated most with our audience.  

Highlighting community events reached broad audiences and sparked meaningful engagement. While impressions are important for visibility, we learned that high engagement rates on inclusive topics were the strongest indicators of our success.

There is a clear appetite for stories that showcase Fort Smith’s multifaceted identity. The overwhelmingly positive response to content that went beyond traditional narratives confirmed that we were addressing an unmet need and helping build a complete and more appealing city image.