We began our journey by focusing on the Champions and Leaders within Environmental-NGOs and Land-Grant Universities. Beginning in 2022, we sought to ensure our message resonates with them while adding to our list of potential partners. The following approach leverages the power of Keeping Forests’ partnership-level network to build on existing messaging efforts to increase the awareness of the key threats to privately owned forests in the U.S. South and the system-level conservation systems needed to address this issue.

• Description text goIdentify and cultivate 10 forest champions, who have influence and credibility with a broad group of stakeholders, to serve as spokespeople for Keeping Forests messaging

• Develop and distribute materials that can supplement the work of forestry communications professionals across the U.S. South

• Cultivate a database of 1,000 additional ENGO and Land Grant Institution leaders who can support Keeping Forests long- and short-term objectives

• Environmental NGOs (operating in the U.S. South)

  • Pro-Forestry (American Bird Conservancy)

  • Moderate (Georgia Conservancy)

• Land Grant Universities (in the U.S. South)

  • Forestry School Deans / Department Heads

  • Environmentally-related Schools / Programs (i.e. Odom School of Ecology)

• Forestry Communicators

  • State & Federal Agencies (i.e. NC Forest Service)

  • State Forestry Associations (i.e. Arkansas Forestry Association)

  • Federal-level Organizations (i.e. AFF)

  • Forestry Businesses (i.e. Westrock)

We leveraged the messaging guidelines that had been developed through the Keeping Forests’ Champions & Leaders Workstream.

• The messaging will be accessible to a wide variety of audiences through an online platform (linked here).

• The platform will be expanded to include specifically tailored messages as well as content that can be leveraged across their own channels.

  • Users must provide their contact information to access the platform.

We will identify a small group of 10 forestry champions (i.e. EJ Williams with the American Bird Conservancy) to film short, punchy video vignettes that leverage the messaging guidelines while also driving connections to a broad subset of ENGO and Land Grant Contacts.

The videos will include the following themes, using the narratives from the messaging platform:

1. Forest Management

2. Private Landowner Stewardship

3. Using Sustainable Forest Products

4. Modern/Science Based Forestry

5. The Gold Standard of Management

6. The Importance of Markets to Good Management

7. Ecosystem Services - Planets Hardest Workers

8. Getting Outdoors

9. Support Forest Landowners

10. Wildlife & Forestry

This content will be created as a cross-promotion, leveraging the champions’ organization brand to build credibility and trust. The content will be merchandised on web, social and through media (when appropriate).

We are building a small group of advisors to support this initiative. Their mission will be clearly defined within the following:

1. Supporting the identification of specific target audiences

2. Providing direction on content and forestry champions who will carry the message

3. Identifying opportunities to leverage content in different channels

To kick off the project, we will host a series of initial meetings with the existing Champions & Leaders team – aiming to leverage their network and expertise to tackle the following objectives:

• MEETING 1: Review the strategy and approach

• MEETING 2: Review the expanded list of ENGO / Land Grant targets

• MEETING 3: Review the final list of 10 forestry champions

We will only meet around deliverables - these dates will be selected via Doodle Poll 2-3 weeks in advance. The KF Communication Staff will lead the creation of content that will come from the first project. Will be open to review from C&L team + KF Core Team staff.