forward to the future in relevance – delivering programs to new partners by susan johnson, dana...

7/26/2019 Forward to the Future in Relevance Delivering Programs to New Partners by Susan Johnson, Dana Coelho

1/26

TOGETHER WE THRIVEForward to the Future in Relevance Delivering Programs to New Part


2/26

The US Forest Service Rocky Mountain Region (USFS R2) is celebrating 25 years

forestry program delivery by exploring the means and messages that will bring the

conservation to a broader and underserved audience in the Denver Metro Area, in to build healthy communities.

Wed like to take this opportunity to share with you the innovative and collaborative

& Private Forestry and Tribal Relations (SPF-TR) team is taking to ensure federal p

partnerships continue to enhance everyday life through provision of and access to

water, trees, forests, and open space far into the future. The USFS R2 SPF-TR teamto inclusion and creating relevance and access to federal programs for all commun

INTENT Urban Connect on In t at ve


3/26

USFS Mission :: Caring for the land and serving people

National Priorities :: Sustain our nations forests and grasslands, Strengthen

Connect people to the outdoors, Promote an inclusive culture

Regional Priorities :: Restoration and resilience, Public service, Inclusion an

Cooperative Forestry Programs :: Forest Stewardship, Urban and Communi

Community Forest & Open Space, Forest Legacy

CONTEXT


4/26

- Introductions

- What initiated this project and how we got here

- Spin and uncovering the WHY

- Interactive Session

- Questions

AGENDA


5/26

INTRODUCTIONSState & Private Forestry and Tribal Relations + SPIN

- Susan Johnson, USFS // Tribal Relations

- Claire Harper, USFS // Forest Legacy & Watershed Partnerships

- Dana Coelho, USFS // Urban & Community Forestry

- Jeanna Leurck, USFS // Forest Stewardship & Landowner Assistance

- Kalli Skov, Spin // Managing Director

- Brigette Schabdach, Spin // CEO

- Hannah McCaffrey, Spin // Account Executive

- Ryan Johnson // Spin, Creative Director


6/26

HOW WE GOT HERE


7/26

State & Private Forestry and Tribal Relations has excellen

partnerships and tremendous depth of knowledge and ex

with our traditional partners.

Situation:How do we create new partnerships with non-traditional audiences tha

beneficial, responsive, genuine, and long-lasting?

Objective:Strive to keep pace with rapid demographic change; updating delivery m

achieve/enhance fairness and equity.

Solution:Discovering our core truth and creating a narrative that authentically make

Re-branding ourselves as conveners and connectors, facilitating community-focus

action toward shared goals. Thus create a clear initiative. Urban Connection Initiativ

HOW WE GOT HERE.SITUATION


8/26

SPIN + UNCOVERING THE WHY


9/26

HOW WE GOT HERE. PROCESS

THE GENESIS +

EXPLORATIONPLANNING

BRAND STORY DEVELOPMENT

+ MEASURE ROI


10/26

GENESIS +

EXPLORATION

DISCOVERING

OUR WHY


+ MEASURE ROI



11/26

GENESIS +

EXPLORATION

DISCOVERING

OUR WHY


+ MEASURE ROI

DEVELOPMENT OF

OUR NARRATIVE



12/26

THE GENESIS +

EXPLORATION

THE PROCESS OF

DISCOVERING OUR WHY

W

IDENTIFY + NARRATIVE

DEVELOPMENT


ACTI

NAR


13/26

DEFINITION OF BRAND

/brand/ a category of products that are all made by a particular company and

particular name., :particular kind or type of something

Spinbelieves a brand is so much more then just that. More than a logo, taglinwebsite we believe a brand exists in the very people that make up the cult

organization.

It is a conceptual way of thinking that defines a tangible and sensory way of be

than an object, its an action that touches every part of your company and engsense.

It empowers and connects employees, clients, and consumers.

It is experienced and memorable. It becomes viral as users experience it, join

and pass it along.


14/26

SPIN DISCOVERY PROCESS TO OUR INITIATIVE

Discovery is conducted for the purpose of revealing innate core attributes, be

values and business objectives of a brand, its products and services. This is step which provides a solid foundation to the development of the brand posit

this case your organizations initiative - also known as the brand story/narrativ

The State and Private Forestry and Tribal Relations are a brand that sit with

brand. It is important for us to have a clear voice that supports our mission

with the mission of the USFS.

SPRTR is the agencys partnership business area. Our business and respo

cultivate and maintain relationships with clients, partners and communities a

conservation


15/26

THE GOLDEN CIRCLE.

SELF-ACTUALIZATION:

A BETTER WAY TO CONNECT & CAPTURE SHARE OF HEART.

Target audiences gravitate toward and resonate

with self-actualized brands. Those who focus on

the Why first, rather than the How or the What.

Oftentimes, brands are misled into believing that

they must be what the consumer wants in order to

sell, so they default into simply conveying how they

do it and what they do.


16/26


17/26

Communicating from the outside in

We make great computers

Theyre beautiful designed, simple to use, and user friendly

Wanna to buy one?

Communicating From the inside out

We believe in challenging the status quo, we believe in thinking d

The way we challenge the status quo is by making our products s

use and beautifully designed

We just happen to make computers. . . do you wanna buy one?

SPEAKING FROM THE INSIDE OUT

ure e ection


18/26

OUR WHY


19/26

We believe people are of the land. And the land is our connection to the therefore, ourselves

Through the Urban Connections Initiative

We are committed to developing and delivering relevant community orie

programs to tribal and underserved urban populations

THE STATE & PRIVATE FORESTRY AND TRIBAL RELATIONS WHYURBAN CONNECTIONS INITIATIVE


20/26

What images express the core idea of the brand today and in the future?

The personality of the brand expressed in a visual framework

+ words that express

CULTURAL BRAND EXPESSION


21/26


22/26

INTERACTIVE SESSION


23/26

Building healthy communities. Interest in health disparities and environmental ju

Getting to a why. In one to three words, write down the answers to these questi

1. What does a healthy community look like to you? How does it feel, taste a

2. How does it nourish you a human being?

3. How does it nourish a culture and a community?

4. How does it nourish the earth?

CULTURAL BRANDING. INTERACTIVE SESSION

ure e ection


24/26

OUR NARRATIVE


25/26


26/26

Susan Johnson, USFS // Tribal Relations // [email protected]

Dana Coelho, USFS // Urban & Community Forestry // [email protected]

http://www.fs.usda.gov/main/r2/communityforests

Brigette Schabdach, SPIN // Founder // [email protected]

spindenver.com

THANK YOU
http://spindenver.com/http://www.fs.usda.gov/main/r2/communityforests

forward to the future in relevance – delivering programs to new partners by susan johnson, dana...

Documents