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Houston-­‐Gulf  Coast  Children  in  Nature  Collaborative         April  2,  2012   Meeting  Notes     In  attendance:  Lisa  Webber,  Rice  University;  Mary  Anne  Weber,  Houston  Audubon,  Flisa  Stevenson,   Cornell  Lab  of  Ornithology;  Margaret  Lamar,  Houston  Wilderness;  Gracey  Malacara,  Houston   Wilderness;  Glenda  Beazley,  TPWD  Central  Office  Marketing  for  TCIN,  Walt  Bailey,  TPWD,  Ted  Stevens,   TPWD  with  Sharon  from  TPWD  Brazos  Bend;  Laura  Babcock,  TPWD;  Rani  Henderson,  Galveston  Bay   Foundation;  Diana  Foss,  TPWD;    Jaime  Gonzales,  Katy  Prairie  Conservancy,  Amanda  Adair;  TPWD     We  made  big  strides  in  this  meeting  toward  action  and  organizing  toward  a  larger  movement.    The   following  notes  are  the  highlights  from  a  highly  dynamic  meeting  that  focused  on  three  areas:   1.  Thinking  big   2.  Identifying  the  audience  and  marketing  models  for  a  campaign   3.  How  we’re  going  to  organize  ourselves       Heading  toward  a  comprehensive  proposal   We  have  been  encouraged  by  some  local  funders  to  think  big  and  “ask  for  what  we  want,  not   what  we  think  they  will  fund.”  This  is  an  exciting  opportunity  and  invitation  for  us  to  really  work   to  create  big  solutions  to  what  we  know  is  a  big  problem.     In  the  meeting  on  February  6,  2012  we  discussed  whether  we  would  dive  into  one  project   together  or  whether  we  would  form  multiple  subgroups.  This  invitation  to  create  a  proposal—or   collection  of  proposals-­‐-­‐moves  us  clearly  into  the  direction  of  MULTIPLE  GROUPS  to  fully   articulate  the  multiple  prongs  in  a  full-­‐blown  Children  in  Nature  Movement  for  our  area.     We  will  work  in  groups  to  collaboratively  create  a  Master  Plan  document  that  will  go  through  a   feedback  period  and  then  move  into  concrete  proposals  for  funders.       The  Campaign   There  is  a  community-­‐wide  committee  working  on  the  “Get  Outdoors”  website  project.  This   website  will  be  one-­‐stop  shopping  for  anyone  who  wants  to  go  outdoors  and  wants  to  know  

why, where,  or  how.  It  will  cover  a  13-­‐county  region,  and  the  marketing  campaign  is  being   explored  with  3  ad  agencies  at  this  time.  Branding  for  the  campaign  or  the  site  has  not  been   decided  and  “Get  Outdoors”  is  just  the  working  name.     There  was  much  discussion  in  this  meeting  about  marketing.  The  outcomes  of  the  discussion   were:     Our  collaborative  will  be  directly  connected  to  this  website  project,  and  it  will  be  a  key   tool  in  our  arsenal.  Margaret  will  serve  as  the  liaison  to  the  Get  Outdoors  committee.     • The  website  and  the  campaign  will  co-­‐brand  and  connect  with  the  statewide  campaigns   through  Texas  Children  in  Nature   [Glenda  will  connect  with  Houston  Wilderness  about  all  media  connections  between   Houston/Gulf  Coast  and  TCIN/TPWD]     •

Some  thoughts  on  marketing  for  us  to  consider  as  we  move  forward:     We  are  seeking  fresh  approaches.   We  should  look  into  successful  LIFESTYLE  marketing  models,  such  as  Whole  Foods,   Central  Market  re:  organic  food,  foodie  culture,  etc.     • We  might  consider  who  will  remain  in  this  area  for  the  coming  years—teachers,  what   children,  etc.?     • We  have  several  questions  yet  to  nail  down  in  terms  of  our  target  audience(s)   • In  order  to  measure  our  effectiveness,  we  need  to  find  ways  to  measure  the  baseline   and  the  impact.   • Texas  Children  in  Nature  has  tools  for  us  to  use—“Healthier,  Happier,  Smarter”  badge,   Nature  Rocks,  “Outdoor  Activity  of  the  Month”  with  local  media  coverage,  and  new  TCIN   website  to  come   • Glenda  Beazley  at  TPWD  Marketing  suggested  that  there  are  two  groups  of  children  to   target:    1)  middle/upper  class  children  who  suffer  from  electronic  device  addition  or   overscheduled  organized  activities  and  2)  low-­‐income  children  who  have  economic,   safety,  and  access  barriers     • We  could  create  a  television  show  idea  that  incorporates  the  values  we’re  striving  for   and  local  natural  resources.  This  could  connect  nicely  with  the  Outdoor  Activity  of  the   Month  media  coverage.   • We  want  to  convey  the  message  to  the  adult  public:  “You’re  not  just  here  to  work,   you’re  here  to  live”.     • Look  into  Pittsburg  and  Chicago  as  possible  models  for  urban  areas  who  have  been   through  massive  rebranding.       [Margaret  will  sit  on  the  Get  Outdoors  committee  as  a  liaison  to  our  efforts.]   • •

Evaluation:    As  part  of  the  master  plan  document,  in  order  to  show  effectiveness,  it  will  be  important  for  us   to  design  a  component  of  evaluation  that  determines  what  the  BASELINE  is  and  what  the   IMPACT  is.    

[Houston Wilderness  will  organize  this  call  out  to  partners  to  begin    baseline  data  collection]   Audience:   We  have  talked  at  length  in  these  3  meetings  about  audiences,  and  it  has  become  very  clear  that   for  each  component  of  this  master  plan,  including  the  web  site  that  is  under  construction  right   now—there  is  an  acute  need  for  us  to  DETERMINE  THE  TARGET  AUDIENCE.     Organization  Moving  Forward     Of  all  of  the  possible  sub-­‐committees  that  we  need,  we  will  START  with  two  main  groups:       • Education   • Family/Community/Faith/Health     We  are  expecting  there  to  be  further  division  and  groups  added,  but  for  this  next  set  of   meetings  we  plan  to  lump  these  groups  as  such  around  these  topics.       [Margaret  will  call  together  the  Education  team  and  Jaime  and  Flisa  will  pull  together  the   Family/Community/Faith/Health  team]       The  Green  13   We  decided  that  instead  of  calling  ourselves  the  HGCCINC  we’d  just  for  kicks  call  ourselves  the   Green  13—which  represents  the  13  counties  that  we  are  currently  slated  to  be  served  by  the   new  website.    (costumes,  superpowers,  and  individual  names  are  slated  for  discussion  at  the   next  meeting)     Jaime  created  a  new  social  networking  site  for  us  that  is  going  to  be  very  useful  as  we  fold  more   people  into  our  group.              

Meeting Notes - April 2012  

Meeting notes

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