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

2. 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

3. 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

4. Photo: California Rangeland Trust
Organization
Photo: California Rangeland Trust

5. 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

6. 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

7. Prototype

8. 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

9. 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
click on "Be the Filmmaker"

10. International Year of Range

11. 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

12. 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 

13. Questions