Introduction & Background Lance Ignon, Managing Director, Citizen - PowerPoint PPT Presentation

#OurLand | NATIONAL CAMPAIGN LAUNCH   June 26,2014 1

Introduction & Background Lance Ignon, Managing Director, Citizen Public Relations � Sean Connolly , Chief Marketing Officer, The Trust for Public Land � Will Rogers, CEO & President, The Trust for Public Land � � 2

About The Organization The Trust for Public Land creates parks and protects land for people, ensuring healthy, livable communities for generations to come. � Founded in 1972, The Trust for Public Land has helped generate more than $34 billion in public funds for parks and conservation, and has protected more than three million acres to date, from the inner city to vast wilderness. � 3

Our Work | What’s At Stake • Research shows that parks and open space are vital to the health of our people and communities – environmentally, economically, and socially • Americans are increasingly losing their connection to Nature (“NDD” – “Nature Deficit Disorder”) • Within American cities, one third of residents don’t have access to a park or open space close to home • Open space in America is disappearing at a rate of 6,000 acres a day 4 �

Launching A National Unified Communications Program #OurLand is The Trust For Public Land’s first-ever national outreach campaign designed to establish a movement to create parks and protect open spaces, and engage more directly with our many audiences. � The campaign invites everyone to share why nature matters to them by sharing photos of their favorite moments at tpl.org/ourland. 5

The Opportunity An Integrated Campaign To Engage The Broadest Number of Americans #OurLand offers a single galvanizing concept that connects people to our work through various forms of media – television, print, video, digital, social, events, corporate sponsorship, etc. � 6

The Approach • Make It Personal • Make It Social • Make It Inspirational • Make It Actionable 7

The Creative Platform 8

The Call To Action • Share why nature matters to you at TPL.org/OurLand � • Share your post and ‘Our Land’ videos using social media � • Advocate for parks and open spaces in your community 9

The Campaign Roll-Out • The #OurLand campaign launches on Hulu, YouTube, and Tapjoy June 2014 and will run into 2015. � • PSAs on network TV to begin July 2014 � • Social media programming will run concurrently on Facebook, Twitter, and Instagram � 10 �

“Our Land” PSAs & Videos 11

TPL.org/OurLand Website

Facebook Posts 14

Twitter: Rallying a Conversation #ourland Campaign handle can let users easily join the current conversation of live, real-time feeds on Twitter and engage with others to establish a presence, build awareness and create a community who support and follow the Trust for Public Land’s campaign. 15

Print 17

Questions? • Will Rogers, CEO & President, The Trust For Public Land � • Sean Connolly, Chief Marketing Officer, The Trust For Public Land 18

Thank you for your time.

Download copy of this presentation at: tpl.org/media-room

Appendix 21

TPL.org/OurLand Website 25

TPL.org/OurLand Website 26

Tpl.org/OurLand Website

Digital Units –Hulu 16

Digital Units 28

“Our Land” - Instagram Submissons 29

Promoted Tweets & Facebook Ads 30

Print 31

Print 32

Introduction & Background Lance Ignon, Managing Director, Citizen - PowerPoint PPT Presentation

#OurLand | NATIONAL CAMPAIGN LAUNCH June 26,2014 1 Introduction & Background Lance Ignon, Managing Director, Citizen Public Relations Sean Connolly , Chief Marketing Officer, The Trust for Public Land Will Rogers, CEO &

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Introduction & Background Lance Ignon, Managing Director, Citizen - PowerPoint PPT Presentation

#OurLand | NATIONAL CAMPAIGN LAUNCH June 26,2014 1 Introduction & Background Lance Ignon, Managing Director, Citizen Public Relations Sean Connolly , Chief Marketing Officer, The Trust for Public Land Will Rogers, CEO &

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