IT’S ALL YOURS

The 2015 World Alpine Ski Championships, held on the White River National Forest, provided an opportunity to develop and launch the It’s All Yours campaign. Thanks to both on-site and digital success, the Forest Service and National Forest Foundation were asked to grow the campaign and provide a suite of tools and strategies to empower the Forest Service to use the campaign nationally.

Our goals for the expanded campaign were simple: raise awareness of the incredible recreation opportunities available on our National Forests and Grassland and instill a sense of public ownership.

Campaign Overview and Background

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July 2016 Report

Assets DevelopedWorking closely with SPIN Creative, the PR agency instrumental in developing the original campaign, the It’s All Yours team developed a suite of assets and strategies to enable Forest Service regions and units to utilize the campaign. Via a resource page on the NFF website, Forest Service employees can easily download these materials as needed.

• Playbook—this comprehensive 30-page document is the go-to resource for the campaign. The playbook outlines campaign goals, assets, strategies, guidelines and more.

• Partner Playbook—this external partner-facing document highlights ways partners can engage with and amplify the campaign.

• Collateral art files and ordering instructions• Tents• Stickers• Whiteboards • Patch• Pins

• PSAs, both :30 and :60 second versions• Four seasonal• One “nature”• One geo-specific• One Spanish version

• Style Guide• Event Tip Sheet• Event Report Form• Internal USFS FAQs• External FAQs• Recorded Webinar/Presentation• Campaign landing page: ItsAllYours.us • Spanish language campaign landing page: EsTodoTuyo.us

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As the It’s All Yours team developed the campaign and accompanying assets, they reached out to various members of the Forest Service for ideas and guidance. This advisory group included Toby Bloom, Kathryn Sosbe, Ellen Shaw, Tinelle Busam, Joe Meade and others. Additionally, the team circulated a draft of the Playbook to a dozen Forest Service employees at various levels to solicit feedback and input prior to publication.

Input and Guidance

Since the wide release of materials to the Forest Service, the results have been outstanding. Nearly 60 units have engaged with the campaign on social media. The PSAs have recorded nearly 100,000 views on Facebook, YouTube and Vimeo combined. More than a dozen units have incorporated It’s All Yours into their events through messaging, stickers, tents and more. The #ItsAllYours hashtag has received hundreds of thousands of impressions thanks to the wide reach on social media.

Results

100,000PSA views

nearly

more than

12 unitshave incorporated

It’s All Yours into on-site engagement

250,000hashtag impressions

more than

60units have engaged with

the campaign on social media

nearly

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Thanks to a coordinated effort with the Washington Office’s Office of Communications, National Get Outdoors Day/Month has elevated It’s All Yours within the agency and beyond. By incorporating the hashtag on graphics and messaging, the campaign reinforced its ties to recreation on your National Forests on this important day.

Results cont.

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Throughout the development and implementation of the campaign, the It’s All Yours team has strived to be responsive to the needs of the Forest Service as they began to use the campaign.

Prior to an order mechanism in place, the NFF sent 1,000 stickers to the Uinta-Wasatch-Cache National Forest to ensure they had stickers for an event. Following the event, the UWC replenished the NFF’s supply.

NFF staff have readily responded to any and all questions regarding the campaign as needed.

After receiving feedback on the variety of sticker designs, the It’s All Yours team developed additional designs to add to the existing suite. Some units also expressed an interest in purchasing vinyl banners featuring It’s All Yours due to budget constraints surrounding purchasing a tent. The team recently finalized a customizable banner design for units to purchase.

Answering the Call

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Recognizing that the Forest Service is not the only entity sharing information about National Forest recreation, the It’s All Yours team has created opportunities for partner engagement.

The Partner Playbook explains the campaign and illustrates opportunities for partners to engage.

Prior to National Get Outdoors Day, NFF staff sent individual invitations to the outdoor sports advocacy groups to join us in messaging around the campaign. Both the International Mountain Biking Association and the Outdoor Alliance engaged with the campaign on social media, using the hashtag and sharing the PSA.

Additionally, GCI Communications, a cable and network TV provider in Alaska is airing the PSAs throughout their broadcast area this summer. The NFF is also pursuing a partnership with Active Interest Media, which owns several outdoor-focused lifestyle magazines (Climbing, Backpacker, Ski, Skiing) and the Warren Miller ski movie franchise.

The National Forest Foundation and Forest Service are currently working with PBS personality Darley Newman to produce a series celebrating our National Forests and Grasslands. During recent filming on Wyoming’s National Forest, Darley filmed brief PSAs for the It’s All Yours campaign and included the #ItsAllYours hashtag with social messages.

Partner Engagement

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As the campaign continues to gain traction this summer, the It’s All Yours team is already looking ahead to the next phase.

Thanks to the success of existing PSAs, various Regions and units of the Forest Service have requested the opportunity to create PSAs that reflect their own geography. The NFF is excited to develop these new PSAs with the Forest Service and Vital Films.

In an effort to expand the messaging beyond recreation, the team is exploring additional taglines to use in place of “go.play”. For example, we may develop creative assets and messaging that say “go.volunteer.” or “go.restore.”

The existing version of itsallyours.us serves as a simple landing page to link users with additional resources. With the campaign’s expansion, we’re developing a social media engagement component that invites users to share where and how they’re playing on their National Forest and use the #ItsAllYours hashtag to further increase reach.

Incorporating It’s All Yours with National Get Outdoors Day/Month demonstrated the influence of the Washington Office’s Office of Communication can have on the campaign. We look forward to continued coordination with the Office of Communications to take It’s All Yours to the next level nationally.

Since releasing the assets in March, the It’s All Yours team is continuing to refine the campaign and prove its success as we lead up to National Public Lands Day. This celebration is a perfect opportunity to coordinate with the Washington Office, Reginonal Offices and units to employ It’s All Yours. The team has initiated this coordination and looks forward to the continued use, expansion and success of It’s All Yours.

What’s Next

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