Planning and Implementing the SSSA Integrated Marketing Plan: International Year of Soils Presenters Susan Chapman, Director of Member Services Susan Fisk, Director of Science Communications

Timeline September 2013 – word of potential IYS November 2013 – Task Force Appointed December 2013 – formal approval by UN Winter/Spring 2014 – scope determined, plan developed (including audiences and themes), deliverables conceptualized Summer/Fall 2014 – Deliverables developed December 5, 2014 - Launch

Organization/Member Engagement IYS Task Force – key members, oversight IYS Monthly Leaders – responsible for each month (materials, activities, blogs) Members – encouraged to engage with communities, post their activities Staff – All aspects of development and implementation

Audience/Messages Crucial Decision Three Key Audiences Educators Members Policymakers The Public (via members)

Messages/Monthly Themes January - Soils Sustain Life February – Soils Support Urban Life March – Soils Support Agriculture April – Soils Clean and Capture Water May – Soils Support Buildings/Infrastructure June – Soils Support Recreation July - Soils are Living August - Soils Support Health September - Soils Protect the Natural Environment October - Soils and the Products We Use November - Soils and Climate December - Soils, Culture, and People

Funding No UN Funding Budget of $120,000 Monthly sponsorships includes videos Monthly sponsorships January Video was key

Launch The Today Show Recognition at UN for World Soil Day Member emails Educator email Packet Mailing Press Release Staff email

Deliverables - Videos 12 Videos – one for each theme View by website, YouTube, download Contracted with Jim Toomey Staff drafted, leader approved Scripts and storyboards Timeline for 12 Sept. 2015-March 2016 Part of sponsor packages

Deliverables – Educator Packets Flyer to 16,000 in Earth Science Week Kit 20,000 piece mailing to NSTA members Over 2,000 teachers requested IYS Educational Packets

Deliverables – Outreach (months promoted on the 25th of month prior) News Releases (3x month) Blog Posts (2x month) Educator Newsletter (electronic) Overview of theme Social Media posts/memes Member/Educator Activities – original and referenced

Deliverables - Website www.soils.org/iys Monthly Pages Continuously updated as new materials came Allowed for sponsor logos

I “Heart” Soil 2011 Public Service Campaign Stickers 14 Languages Tied into IYS www.soils.org/iys/stickers

Success Metrics Web Site Statistics (public and IYS) Social Media You Tube video views Blog views Teacher Requests Teacher website Statistics Sticker Requests

Key Success Factors Commitment from the Leadership Commitment of Leadership to Outreach Leadership involvement with K-12 activities Strong Leader/Staff trust and working relationships Member Excitement and Passion Staff Energy

Questions?