American Camp Association WebinarSeptember 2009

Agenda

• The growing movement• What is Nature Rocks

– Strategy– Partners– Program

• How Nature Rocks supports you• How To Participate

Tone setting

• As all of you know there is something magical that happens

• It doesn’t have to be fancy

• That experience shapes their development in wonderful ways

Accelerating Movement

• “Last Child in the Woods” sparks innumerable media features on Louv and Nature Deficit Disorder – 100 media features per month

• Major environmental NGOs and agencies launch programs (Sierra Club, National Wildlife Federation, Fish & Wildlife Service, state agencies)

• 200+ community and state initiatives and including Cincinnati, Cleveland, Chicago, CT, FL and TX

• National conferences on children and nature or featuring Louv draw thousands of attendees

• No Child Left Inside Act (HR3036 / S1981) introduced in U.S. Congress

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Strong Public Affinity

Overwhelming recognition that children should spend more time active, outdoors

Need to transform awareness into action

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The Outdoor Foundation’s report identifies parents as primary influencers in children’s decisions to get active outdoors

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Parents are Key

Nature Rocks Program

Overview

Nature Rocks is a national campaign to inspire and empower parents to get their families outside to play and explore in nature for happier, healthier and smarter children.

Specifically designed as a powerful communications platform to connect families to your great programs.

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Fabulous Launch

Family Circle: 3,914,927

Parenting (Early Years): 1,650,000

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Program Goals

• Get children in nature: make nature exploration and play an everyday part of American childhood again

• Get parents engaged: inspire parents with the benefits of nature, and empower them with the tools and information they need to prioritize and incorporate it into their family’s lives

• Build public support: by showing that nature is an essential ingredient for raising happier, healthier and smarter children, build public support for a healthy environment and to protect nature

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Partners

SOON!

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Core Message

Happier: Nature play increases self-esteem and reduces stress. Children learn self-discipline and are more cooperative.

Healthier: Nature play improves physical conditioning and reduces obesity.

Smarter: Nature play stimulates creativity and improves problem solving. Children do better in school.

Quality Family Time: Nature offers unique opportunities for sharing and whole family bonding

Affordable: Activities in nature are free or very inexpensive

Reaching parents & caregivers not already placing a priority on children and nature.

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Brand

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Caps Flip videocameras

Journals Babyonesies

Sigg WaterBottles

T-Shirts

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Nature Rocks Website

www.NatureRocks.org

Content overview• Inspiration to get

outside• Tools

• Find activities• Find nature by zip• Invite friends &

Facebook/Twitter• Why nature rocks• Special extras from

partners• Newsletter sign up

Overcome barriers parents face: fear, safety, how & where

Find Nature

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Marketing Strategy

• Marketing

• conceptual

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Online MarketingBlogs and social networks

Marketing Mix

Media Partnership(in development)Websites

(naturerocks.org + partners)Content, tools, newsletter

Earned MediaNational media outreach

air, print, online

Vertical Markets (2010)(doctors, schools, etc.)

Grassroots Community ActionEvents national & local: content, sampling

Communication: content, tools, offers

Gear & Offerst-shirts, partner products

Partner Outreach & Program Extension

partner online & offline marketing

Nature Rocks

‘09 Marketing Themes

• Develop resonant themes (2x/year) with which all program activities and messaging align

– Spring/Summer 2009: “staycation”

• Inexpensive/free

• Fun for the whole family

• Easy

• Great for family bonding

– Fall 2009: “Nature Rocks Flocks” – Family Nature Club

• Great to bring groups of friends and family closer

• Benefits of kids in nature: better grades

• Other benefits: easy, inexpensive/free

– Winter 2009: Winter Activity Guide

• Great for families and Flocks, take care of cabin fever

• Benefits of kids in nature: healthier

• Other benefits: easy, fun, builds kids skills

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Support for Your Outreach

Support for Local Initiatives

Support for local organizations with:• Powerful Communications Platform• Visibility and Reach• Local Outreach• Fundraising & Partnership Development

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Major goal

Build demand with the right message and drive public to camps and local organizations through the national campaign

Support: Powerful Platform

Nature Rocks provides a proven research-driven communications platform to connect parents to your programs:

– National marketing of a brand you can use with your brand to improve recognition for your marketing

– Effective message that ties to parents primary concerns of family wellness and development

– Powerful vehicle to convey your programs – you add the substance through specific opportunities you offer for families to connect with nature

Support: Visibility and Reach

Nature Rocks provides visibility and reach to local programs through:

– Visibility through Nature Rocks website through Find Nature – we can add locations as featured results

– Social media – you can participate in the growing Facebook and Twitter communities

– Additional Nature Rocks local action and events features you can leverage - coming soon

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Support: Local Outreach

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Nature Rocks provides support for your local outreach through resources you can use:

– Customizable outreach materials including: community presentations, handouts, talking points

– Media materials including press releases and video clips

– Select media collaboration opportunities– Toolkit with tips for outreach tactics

Multi-Media Release

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Support: Fundraising & Partnerships

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Nature Rocks provides support for your local fundraising and partnership development via:

– Compelling message and brand to motivate donors. Use it in your fundraising and membership materials

– Fun items you can sell. You can co-locate your brand on Nature Rocks t-shirts, notebooks, bags, caps, etc. Design your own!

– Approach prospective partners as a nationally recognized program. Improve your chances of engaging those partners by showing the visibility they can gain as a local Nature Rocks partner.

Toolkit & Resources

Resources free for all ACA members at: www.acacamps.org/nature/nature_rocks.php

– Camp Toolkit: Nature Rocks description plus strategies and resources for local non-profit initiatives

– Community Presentation: Presentation for local partner outreach

– Brochure and flyer: Customizable materials for use in outreach

– B-roll video: Video clips for local TV news to use as elements of a newscast

– Logo files: eps and jpg files, including logos, characters, and color bars

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How To Participate

1. Get the Resources! At www.acacamps.org/nature/nature_rocks.php

2. Review the toolkit ideas on how to use Nature Rocks in your outreach

3. Incorporate Nature Rocks in your communications – co-locating it with your own brand if you have one and pointing parents to NatureRocks.org as a resource.

4. Offer the Take Camp Home pamphlet to your camp-goers to give them resources and keep them connected

5. Reach out into your community with the Community Presentation and press release

6. Send us your ideas for how to make Nature Rocks even better and support your efforts

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