Reflections from the 3CMA Keene NH Regional Conference: What Local Governments Are Really Grappling With

An Interview with Cathy Fromet of Guide Studio

Earlier this month, Guide Studio President Cathy Fromet and Design Director Kevin Fromet traveled to Keene, New Hampshire, for the 3CMA Northeast Regional Conference, where they presented on the power of wayfinding as a communication tool for communities. We sat down with Cathy to hear about her takeaways from the event, the surprising depth of the sessions, and what the experience meant for Guide Studio’s work with local governments.

Q: This was 3CMA’s first regional conference in the area—what stood out most?

The venue was small and intimate, making the conversations all the more meaningful. Most attendees were local government PIOs and communications professionals—exactly the people we aim to support. It is invaluable to hear about their challenges and see which topics are truly resonating with them right now. It gave me a deeper understanding of the very real pressures they face every day.

Q: You and Kevin presented together—what was that experience like?

Honestly, we have fun presenting together. While we “grew up” together in the world of environmental graphic design and wayfinding, our expertise has deepened and diverged over the years. Mine focuses more on brand strategy and the operational uses of brand. At the same time, Kevin brings deep expertise in design and implementation for signage and wayfinding programs, so we complement each other well. There was considerable interest in how signage and wayfinding can reinforce a brand and build trust, which led to some thoughtful follow-up questions from the group.

Q: What made this conference feel especially valuable?

It was our first time speaking at a conference since the COVID pandemic. I forgot how energizing it is to hear from others in the field—and to contribute our perspective. Being back in Keene was also special; it’s a beautiful place, and we got to reconnect with colleagues from Keene. The community has a unique charm, and the weather couldn’t have been better.

Q: Any standout sessions?

Yes—two, in particular. First, our client, Rebecca Landry from the City of Keene, gave an inspiring talk titled “Meeting Residents Where They Are: Lessons from Ward Optimization Weeks.” It was a masterclass in authentic community engagement. Her team physically went into neighborhoods to connect with residents, and the results speak volumes. It’s labor-intensive, but the trust it builds is undeniable.

The other was “The Ultimate Guide to Public Engagement Tools and Techniques.” It really drove home the importance of not just how you engage, but why. What are you trying to learn? What are people actually hearing or interpreting? It made me want to explore this deeper in our own work.

Q: Did these sessions spark any new ideas for Guide Studio?

Absolutely. Rebecca’s session made me think about how we might better support our clients by sharing these kinds of stories or even hosting interviews with them. We’re always looking for ways to help clients struggling with outreach. The opening keynote, “Communication is Winning,” also resonated—it reinforced the role of brand in building public trust, a topic we frequently discuss.

Q: What are some of the consistent themes you heard across the conference?

One big one was distrust—a lot of residents simply don’t understand what local government does, and that disconnect is growing. At the same time, public participation is declining, while expectations for transparency and communication are rising. It’s a tough balance, especially for small or one-person communication teams.

Another theme was the emotional toll it takes on PIOs. They’re often the front line during tense public conversations, and are under pressure to be everything—from a marketing expert to a crisis communicator.

Q: What do you hope attendees took away from your session on wayfinding?

I hope they walked away understanding that signage is more than functional—it’s a form of communication and an extension of your brand. It’s one of the only communications tools that doesn’t get buried in an inbox, tossed in the trash, or lost in the algorithm. If it’s done well, it enhances your image. If it’s done poorly, it can quietly erode image and reputation.

Q: Did the event influence how you’re thinking about Guide Studio’s future offerings?

Yes. One idea is to focus more of our educational content toward elected officials. Most professional communicators, planners, and managers understand the value of signage and branding, but elected leaders sometimes don’t see it as essential. We need to help them connect the dots.

Final Thought

The 3CMA Regional Conference in Keene offered more than just presentations; it provided perspective. It reaffirmed that branding, signage, and communication aren’t “nice-to-haves” for local governments; they are core tools for building trust, fostering connection, and navigating today’s complex civic landscape.

Guide Studio was proud to be part of that conversation and is more committed than ever to helping local governments turn communication into a powerful, permanent part of the experience.