It’s All Yours.
ROCKY MOUNTAIN REGIONAL TOUR
go. play.
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HIT THE ROAD
The National Forest Foundation, with support from the United States Forest Service is taking their successful It’s All Yours campaign on the road! Starting in the late spring/summer of 2016, the National Forest Foundation is rolling out this campaign and it’s important message about exploring our National Forests to the general public. The road tour will travel across the Rocky Mountain region attending large public events occurring on National Forest lands, and also giving back and getting the public involved with some ‘boots on the ground’ corporate service events.
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WHY
There are 193 million acres and 174 national forests and grasslands across the nation that the United States Forest Service cares for. Many of these public lands are just outside our doors, and we might even be recreating on them, but we don’t know it.
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BACKGROUND
Initial Launch: Using the 2015 FIS World Alpine Ski Championships in Vail/Beaver Creek as an initial launch platform the National Forest Foundation, United States Forest Service, and other partners created a campaign whose main objective was the need for awareness and engagement that inspires a relationship between people and their National Forests. This actually boiled down to a simple and incredibly resonant campaign: The activation line - go. play. Stunning imagery of people recreating on public lands. A simple reminder - It’s All Yours. The campaign was received resoundingly well, and has continued to gain momentum, interest, and excitement‌and ultimately raise awareness about the importance of these public lands.
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Campaign Facts: • • • • •
Launched at 2015 FIS World Alpine Ski Championships to an audience of 200,000 on-site visitors and 900 million online/TV viewers with an overwhelmingly positive response (both with USFS employees and general public feedback.) Messaging shared online through PSA videos and some initial individual forest outreach Presence at the 2015 USA Pro Challenge Additional commitment to support the campaign from both NFF and USFS Plans for internal USFS rollout/buy in as well as a national launch, starting with the It’s All Yours tour
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OBJECTIVE
This tour will be a visual ‘on-theground’ way to roll out the It’s All Yours messaging and spread awareness about the importance of National Forests, where these forests are located and how the general public can access these lands.
At the various stops along the way there will be multiple opportunities to interact and educate both on-premise but unaware guests at large events taking place on National Forest lands, as well as off-premise unaware guests who attend corporate stewardship days and complete general improvement projects. The ultimate goal of this campaign is to raise awareness and engagement with our 93 million acres of National Forests across the United States. This road tour will be an important step in this national rollout.
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HOW
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Identify 4-5 large events occurring on National Forest lands (that draw a national audience.) These will be events such as the 4th of July Celebration in Tahoe, USA Pro Cycling Challenge in Colorado, etc. across the Rocky Mountain region taking place during the Spring/Summer of 2016. Identify 10 corporate sponsored day stops for the sponsoring company and its employees participate in much needed National Forest improvement projects (i.e. trail maintenance, campground improvements, general cleanup, etc.)
The Tour
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S TRATEGY
• Outfit the tour with a branded vehicle and handout messaging materials/ giveaways to draw attention and give those interacting with the messaging the information they need for next steps. The crew in the vehicle will be well versed on the campaign as well as the sponsors to enable them to have the best impact on the audience. All corporate sponsored stops will also interact with interpretive rangers and work crews who will educate the group about public lands and how that ties back to the campaign. • Work with the USFS to identify public lands that have important volunteer support/improvement projects. USFS will also help coordinate attendees and interpretive rangers at these project days. • PR efforts via social media and local/national news outlets to cover various legs of the tour and spread general awareness and interaction with the messaging.
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THE DREAM
A successful It’s All Yours tour will increase the reach of this important messaging (both with on-premise guests and through online and PR coverage), and will continue building momentum. Ultimately we want all people to regulary go. play., support their National Forests, and value the outdoors.
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SPONSOR BENEFITS & THE ASK
Full Tour Sponsor Benefits:
The Ask:
Recognition and alignment with organizations supporting this tour carries many mutual benefits. This message of the importance of outdoor recreation, awareness of and care for these public lands and the continuation of stewardship of these lands is vital.
Full Tour Sponsors:
Full Tour Sponsors: • • • • •
branding for the tour vehicle and collateral material Ability to place product and brand identity in front of a large number of outdoor enthusiasts (at large events) as well as potential new clients (at corporate stewardship days) Consistent messaging for the length of the tour Knowledge of and access to the corporate sponsors employees Recognition in social media support, press releases, etc.
$50,000 monetary contribution • Will support the traveling crew and costs • Will support PR outreach and coverage $25,000 product contribution • Direct product interaction with outdoor enthusiast audiences and potential new customers • Knowledge of and access to products from the full tour sponsors
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SPONSOR BENEFITS & THE ASK
Corporate Sponsor Benefits:
The Ask:
Recognition and alignment with organizations supporting this tour carries many mutual benefits. This message of the importance of outdoor recreation, awareness of and care for these public lands and the continuation of stewardship of these lands is vital.
Corporate Stewardship Day Sponsors:
Corporate Stewardship Day Sponsorships: • • • •
Co-branding opportunities Employee volunteer opportunity Team building opportunity Knowledge of and access to products from the full tour sponsors
$15,000 monetary contribution • Will support costs for this stop • Will support local PR outreach and coverage Communicate and support stewardship day with employers Participate in stewardship day
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CONCLUSION
Your National Forest is a place giving people access to more choices—more freedom to reach beyond boundaries to endless activities and destinations—a place for all people to awaken their spirit of adventure, to break free and run wild. It’s a place inspiring all people to connect their hearts with the rhythm of the land. Join us to help everyone discover this truth, and embrace the outdoors.
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The It’s All Yours team is looking forward to identifying partners who also believe strongly in the importance of public wilderness lands and informing the general public about the holistic benefits of being outdoors to go. play. We hope that partner is you!
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THANK YOU
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