1. 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

2. 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, Launch

3. 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

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

5. 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

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

7. Launch The Today Show Recognition at UN for World Soil Day
Member s
Educator
Packet Mailing
Press Release
Staff

8. 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 March 2016
Part of sponsor packages

9. 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

10. 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

11. Deliverables - Website
Monthly Pages
Continuously updated as new materials came
Allowed for sponsor logos

12. I “Heart” Soil 2011 Public Service Campaign Stickers 14 Languages
Tied into IYS

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

14. 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

15. Questions?