From developing content strategy for a timeshare company to running tourism conference sessions on blogging, Rooted's founder, JoAnna, has spent her entire career working in travel-related communications capacities. Along the way, she's encountered outdated practices, countless tired clichés, and lots of room for improvement across the storytelling spectrum.
With this knowledge and experience, JoAnna established Rooted to provide tools, resources, and information so that tourism professionals can maximize positive impact while minimizing harm through strategic storytelling.
But just like the company you work for or the destination you represent, your situation is unique.
She has just the solution to your problem.
JoAnna provides consulting services for ethically focused organizations committed to
decolonizing travel experiences and supporting sustainability.
She can help your team with:
In-house training and workshops: Get your whole company on the same page with customized training based on your team’s needs related to mindful and strategic communications. Topics may include (but are not limited to) understanding the dominant narrative, enhancing sustainability in tourism offerings, language choices, working with content creators, connecting tourism and regenerative practices, ethical marketing practices, helping travelers tell a better story, developing inclusive communication, and using challenges as story starters.
Storytelling audit: From the images you publish on social media to the communication shared on tours, ensure the content you put out into the world doesn’t accelerate or perpetuate harm. Let’s take a deep dive into your current communications so you can walk away with suggestions to optimize your work.
Content ideation and brainstorming: Too many half-baked storytelling ideas and not sure what to do with them? Sometimes talking through them and getting feedback offers exactly the clarity you need to move forward.
High-level content strategy: Make sure that what you intend to communicate is actually what people receive through your messaging. And, ensure that communication early in the buyer’s journey holds up throughout the traveler’s journey. You won’t necessarily walk away with a day-by-day content calendar, but you will be clear about your overarching content strategy.
Brand storytelling: Understanding what your company stands for — and being able to communicate this — is more important than ever. Let’s get clear about your brand messaging and make sure you can share it free of buzzwords and jargon.
Trip cohesion: Maximize your organization’s offerings by using a trip or destination to frame storytelling. Identify untapped opportunities to enhance storytelling on trips and in destinations.
Story discovery process: Are you taking full advantage of storytelling throughout all aspects of the customer and traveler journey? Together let's uncover unexpected and alternative storylines.
Storytelling grab bag: You know your company best, and you know what your pain points are. JoAnna has worked with many clients on communications projects that don’t fit neatly into a single offering. Let’s work together to figure out how strategic storytelling can help you!
Though the majority of JoAnna's experience is in the tourism and hospitality industries, she has worked with several spectacular companies committed to sustainability, conservation, and regenerative practices.
Storytelling is universal and can be used in powerful ways across every industry and sector.