Earth Week Rollout:
Because Iowa Chapter was selected for the EPEC tier 1 grant, we will be
taking part in this EarthWeek Outreach Plan. Eddyville Dunes was selected
to be part of the "Special Places" report and promotion.
FYI -- I just received this message. Fortunately, our text for the
postcard, and photo, for our Eddyville -- Special Places postcard have
already been submitted. This outline of the Outreach Plan gives you an
idea of what to expect. We will be receiving 5,000 postcards -- please be
thinking of a tabling event or other option for literature distribution,
and let me know so it can be part of the week's listed activities. For
those of you who don't know, Steve Swan will be hosting another canoe event
on the Trumpeter Canoe Trail near Ruthven in NW Iowa on Saturday, April
17th, so it will be a sort of "kick-off" event.
Please notify me soon about whatever events your Group will be holding or
sponsoring during Earth Week, which could serve as an Outreach Event.
Jane Clark
Iowa Chapter Chair
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_____________________________ Forward Header
__________________________________
Subject: 1999 EPEC Earth Week Outreach Plan
Author: Bob Bingaman at Sierra-Club-DC
Date: 3/11/99 11:56 AM
TO: Field & EPEC Organizers
FR: Bob Bingaman, National Field Director
RE: 1999 Earth Week Outreach Plan
Attached you will find the 1999 Earth Week Outreach Plan. As in the past,
Earth Week Outreach will be a *major* outreach event which we expect all
EPEC tier 1 sites to participate in and make a priority. After reviewing
the plan, if you have questions, contact your lead regional field staffer
or Bob Bingaman.
1999 EARTH WEEK OUTREACH PLAN
I. 1999 EARTH WEEK OUTREACH GOALS
(1) CREATE A DEMAND FOR ENVIRONMENTAL PROTECTION/ACCOUNTABILITY - create
a
demand for environmental protection by developing and repeating our
message
and by telling our campaign stories in EPEC tier 1 media markets.
(2) GENERATE COMMUNITY OUTREACH AND DIALOGUE - by organizing mass events
which involve lot's of people and which generate media visibility for our
stories and activities in Earth Week Outreach target areas.
It is assumed, that all Tier 1 EPEC locations will participate in this
nationally coordinated visibility/outreach event. Outreach expectation
for
this event include:
a) For Smaller Media Markets (under 250,000 population) the tier 1 site
organizers will recruit, train, and involve at least 50 volunteers.
b) For Larger Media Markets (over 250,000 population) the tier 1 site
organizers will recruit, train, and involve at least 120 volunteers.
(3) GENERATE VISIBILITY & CHANGE THE POLITICS ON ENVIRONMENTAL ISSUES -
by
getting our message and story out, primarily to the target audience of
women 25 to 45.
(4) DISTRIBUTE MASS QUANTITIES OF OUTREACH MATERIALS - in each site, we
will develop outreach postcard materials. We expect that each site will
distribute 5,000-10,000 postcards during the course of Earth Week Outreach
organizing activities.
(5) GAIN VISIBILITY FOR OUR NATIONAL WILDLANDS CAMPAIGN - each state will
need to identify and briefly describe a "special place". That special
place will be profiled in a national "Special Places" report. We expect
that all EPEC tier 1 sites will release that report during Earth Week
Outreach activities.
II. MESSAGE
Protect America's Wild & Special Places --- For Our Family, For Our Future
(Note: This message is not yet completely finalized. . .this does reflect
the direction of the final message.)
III. ISSUE
The issue will be drawn heavily from the local EPEC plan, message and
story. Also, we will be highlighting Wildlands campaign "shining
examples" and the national land legacy proposal.
IV. ALLIES
Primary allies: allies/coalition partners identified in local EPEC plans.
V. TACTICS MENU
A. MEDIA:
EARNED MEDIA: We expect all Tier 1 sites to release the national "Special
Places" report (we suggest that be done at the organizing "kick-off"
event.
In all locations, prior to all outreach events, there should be a "kick
off" press event. Kick off events may include a pep rally prior to
sending
volunteers out to distribute outreach materials, a press conference
announcing our event plans, etc. Sierra Club VIP's (including President
Chuck McGrady, Executive Director Carl Pope, Conservation Director Bruce
Hamilton, Legislative Director Debbie Sease, and National Field Director
Bob Bingaman) will be available to do press outreach in EPEC tier 1 sites.
PAID MEDIA: In some tier 1 locations, the national Sierra Club will
purchase radio ad time on local radio stations. We expect tier 1
organizers to attempt to generate earned media in conjunction with the
release of the paid radio ads.
B. OUTREACH TACTICS MENU:
Each EPEC tier 1 site should select *one* of the two menu options listed
below.
MENU SELECTION DEADLINE: EPEC Tier 1 location will select their menu
preference no later than March 5th. Menu preferences will be forwarded to
Bob Bingaman, Julia Reitan, and John Barry.
The means for involving volunteers and distributing postcards may take one
of the following two forms:
1) DOOR-TO-DOOR LITERATURE DROPS
Under this menu option, Tier 1 site organizers would organize volunteers
to
take outreach materials door-to-door in target neighborhoods within that
media market.
Expectations for this menu option include:
-distribution of 5,000-10,000 pieces of outreach material;
-activity involves the number of volunteers outlined in Goal #2 above; and
-Following the event, tier 1 EPEC organizers should collect and forward
the
names, addresses and phone numbers of all volunteers participating in the
event, to Julia Reitan at national headquarters for inclusion in our ANSEL
activist tracking system.
2) INTERACTIVE LITERATURE DISTRIBUTION (I.E. IRON-BOARD BRIGADES)
Under this menu option, tier 1 EPEC organizers would organize volunteers
to
distribute and collect postcards signatures *on-site* at locations like
shopping malls, park and rides, Earth Day event clipboarding, etc., within
that media market. This model would assume and "interactive" literature
distribution process where volunteers have an interactive face-to-face
conversation with the person they are asking to sign the postcard. The
signed postcard, ideally, would be collected on site.
Expectations for this menu option include:
- distribution of 5,000-10,000 pieces of outreach material;
- volunteers would have an interactive face-to-face conversations with the
person they are asking to sign the postcards.
-activity involves the number of volunteers outlined in Goal #2 above;
-signatures/addresses would be collected as postcards are distributed; and
that the names, addresses, and phone numbers of the people signing the
postcard will be captured and forwarded to Julia Reitan in the national
headquarters for inclusion in the ANSEL activist's tracking system.
NOTE: Names sent to Julia Reitan will be entered into our ANSEL Activist
Data base. These names will be accessible to EPEC tier 1 organizers later
in the year for outreach purposes (i.e. volunteer recruitment,
mailing/distribution of voter guides later in the year).
VI. TIMEFRAME OF ACTIVITIES
Outreach events should occur on either (or on both) weekends of April
16-18
or April 23-25.
VII. OUTREACH MATERIALS OVERVIEW:
A. CAMPAIGN MATERIALS - SF production team will produce green Sierra Club
placards with the new logo, small banners (which could fit on an ironing
board on non-vinyl material), and (I'm A Sierra Club Volunteer) buttons.
B. WILDLANDS CAMPAIGN SPECIAL PLACES REPORTS - copies will be made
available for media distribution and limited grassroots/coalition partner
distribution.
C. POSTCARDS - postcards will be developed which will be suitable for
either lit drops or interactive tabling activities. This outreach piece
will include: background information on the EPEC campaign, a nationally
targeted postcard promoting wildlands protection (land legacy), and a
local
postcard targeted to the local issue/local target. The local postcard
language should draw heavily from the campaign plan message and story and
should be no longer than 100 words.
We will produce customized postcards for each EPEC tier 1 site. Will
strive to
use photos of local/state "special places" on each of the EPEC tier 1 site
locations.
D. SAMPLE PRESS MATERIAL - the media team will be producing model press
releases, press advisories, event talking points, etc.
E. TEMPLATES FOR VOLUNTEER RECRUITMENT - we will produce sample
recruitment mailing materials, phone scripts, etc. for use in efforts to
recruit volunteers to attend the outreach event.
VIII. OUTREACH MATERIALS PRODUCTION TIMELINE:
[ ] Mar. 5: All local EPEC text submitted to Bob Bingaman, John Barry
and Julia Reitan for compliance and review. Information we need in SF
includes:
(a) confirm the report story for postcard or provide new one (150 ww max)
(b) which of the two menu selections your site prefers and a rough
estimate
of the date(s) of the activity
(c) write the postcard action 75-100 words (d) include target and address
for postcard
(e) include any local contact information (address, phone, fax, email,
Web)
[ ] Mar. 10-12: draft of postcard with format/images faxed to field
thumbnails in color will also be on Web (will provide Web address later)
[ ] March 15: All sites will receive final version of cards. Sites must
return them to SF with OK by end of day
[ ] March 16: Corrections entered, cards proofed, sent to printer
[ ] March 19: Shipping info/quantities for banners/placards/buttons due
to
SF (one banner per location/no customized versions)
[ ] March 31: Printer ships postcards to sites
[ ] April 14: Postcards/banners/buttons/placards arrive at sites by this
date
OTHER IMPORTANT INFORMATION
1. If we modify or extend deadlines we may have to scrap color as an
option.
2. There will be no flexibility in receiving local text by deadline.
3. Generic EPEC materials will be made available to non-tier one sites for
use at Earth Day events.
X. EVALUATION & FOLLOW-UP
Following completion of the events, all sites should evaluate the
effectiveness of their work and ensure that all names are captured and
forwarded to Julia Reitan. The War Council and EPEC CSC will conduct and
evaluation of the event.
XI. SUMMARY
Good luck in your Earth Week Outreach plans. If you have questions,
contact your regional field staff and/or Bob Bingaman.
- END -
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