IMPACT STRATEGY International Year of Rangelands and pastoralists _______________________________ Cody Sheehy  College of Agriculture university of Arizona

Potential Goals Change public perception of rangelands CURRENT: "Useless wastelands, empty land in-between cities, places where the cows are, not important" DESIRED: "Fascinating, emotionally evocative, critical ecosystems, extremely important, beautiful landscape filled with interesting cultures and wildlife" Develop organizational capacity for international collaboration Build support for research, management, and conservation goals

Possible Objectives Create character centered and  emotionally powerful video about various international rangeland topics Build an innovative web experience to explore stories in a non-linear way  AND web experience functionality for the public to easily edit this content into their own films for sharing in social media Traditional marketing and social media campaigns to bring people to the web experience Locate and collaborate with powerful social media influencers that already have large audiences Collaborate with media and education partners

Photo: California Rangeland Trust Organization Photo: California Rangeland Trust

Organization PLANNING COMMITTEE United Nations PLANNING COMMITTEE Web Experience Site Creation COUNTRY COMMITTEE (One for each country) WEB CONTENT PRODUCERS Outreach Teams Social Influencers Public Documentary Production Company  Marketing Consultants

Marketing Consultants United Nations Institutional Support International Designation Marketing Consultants Brand Strategy Online Advertising Planning Committee Project Administration Develop Guidelines and Templates Web Infrastructure Country Committees Local Administration Coordination Content Creators Produce Video Produce Promotional Materials Outreach Team Produce Social Media Campaign Coordinate with Social Media Influencers Curate online conversation Organization

Prototype

Prototype In 2015, the University of Arizona launched a water awareness campaign called "Beyond the Mirage." Three major components National Documentary Web experience Social Media Built partnerships with Arizona Public Television | American Public Television Water Organizations | Water Industry School Districts | PBS LearningMedia

Prototype Web experience tied all activities together Pioneered new technology Provided content for social media Provided content to create documentary Provided content for education partners www.BeyondtheMirage.org click on "Be the Filmmaker"

International Year of Range

International Year of Rangelands and Pastoralists Planning Committee Works with UN and sponsor country for designation Develops substantial funding Organizes country committees Works with marketing firm to design branding strategy Develops templates and guidelines Coordinates Web Experience Website creation Coordinates documentary production / distribution

International Year of Range Country Committees Work with planning committee to choose content focus areas Supervise local video producers to shoot and edit video content Supervise local social media teams to implement social media strategies, online advertising and outreach to key social media influencers 

Questions