The United States Department of Agriculture, Forest Service
Challenge:
Since it was established, the Junior Forest Ranger Program (JFR) has grown from a program primarily advocating fire prevention and safety to one that promotes environmental conservation, outdoor activities and using science to understand the natural world. JFR was looking to revamp its program once again — focusing on motivating kids ages 7-13 to explore the natural and cultural world and embrace their responsibility to it. JFR needed funding to support the program enhancements as well as strategic partnerships with environmentally friendly corporations. It also needed an up-to-date Web site that represented the revamped JFR.
Solution:
After developing a strategic communications plan, LFS worked with JFR, the USDA Forest Service Partnership Office and the National Forest Foundation to build a partnership network. LFS researched prospective partners that aligned with JFR’s mission. We also created materials for targeting these companies. This consisted of letterhead as well as a pocketfolder that could be used for both sponsor/partner packets and press kits.Naturally, the folders were printed on recycled paper and had an earth-friendly appeal.
Lastly, LFS designed, wrote and edited a new Web site for JFR that’s expected to launch by year’s end. Matching the fresh tone of the program, it encourages kids to find new ways to enjoy the natural wonders of our national forests.
Result:
JFR has been successful in securing sponsors and partnerships and continues to build solid relationships with companies like Recreation Equipment, Inc. (REI). The program held its national launch event in May 2006 in Denver in collaboration with the USDA Rocky Mountain Region, Ellis Elementary School and REI. With the help of its strategic partners, JFR is well on its way to meeting its goal of reaching 50,000 children during the program’s launch year.
Services Provided:
- Brochure design
- Print collateral
- Web site
- Direct mail
- Copywriting & editing
