# Presentation: 243363

## Heartland Network
Communication Plan

- Communication Plan

**Notes:**
The HTLN is located in the central portion of the country and includes 15 very diverse parks, ranging from Eastern deciduous forest to mixed grass prairie to Mississippi delta.  With such a large constituency with diverse resource issues, we saw the need to develop a comprehensive communication plan tailored to the individual needs of the parks.

## Goals and objectives

**Project Goal**
- to raise awareness and communicate the efforts and findings of the HTLN I&M Program to both internal and external audiences by:
- promoting its benefits;
- facilitating communication between the HTLN and its audiences (customers);
- enhancing communication between and within parks;
- transferring critical information between I&M scientists and the non-scientific community.

**Notes:**
A diverse resource base
The 15-park Heartland Network encompasses:
􀂃 A wide geographic area across 8 states (approximately 500,000 square miles)
􀂃 Diverse ecological regions
􀂃 A varied set of missions and enabling legislature
􀂃 A blend of cultural and natural resources
􀂃 Large riverway parks with significant recreational resources
􀂃 A diverse population of park visitors
The I&M Program serves a diverse constituency
Internal Audience 		External Audience
1. NPS staff 			1. Visitors
2. NPS divisions 		2. General public
3. NPS decision makers 		3. NPS partners
4. Federal agencies
5. Federal government
Engendering support for the I&M Program and Vital Signs monitoring by
Identifying and conceptualizing messages, products, and strategies

## Logo

- Slogan
- Cover for folder/publications

- Heartland Network develops a unique look

- for internal and external identity

**Notes:**
A recognizable graphic would enhance memory as to what the HTLN is.  We also used a short catch phrase that summed up our activities in a way that our many cultural parks would appreciate.

- Heartland Network Communication Plan Matrix

- Many project ideas with detailed descriptions, purpose, justification, audience, etc. in a format to be entered into funding requests.

- for use by park interpreters and partners.

**Notes:**
The communication plan and project matrix was a large investment.  We worked with CSU, a CESU, to create this guide to our communication and guide to assist parks in working with us on interpretation.

## Slide 5

| Interpretive Service or Product: Bird Checklist |  |
| --- | --- |
| Target Audience: External |  |
| Purpose/Need |  |
| Critical Natural Resource Issue | Bird species especially those that are Threatened and Endangered and/or monitored by the HTLN |
| Human Dimension Component | Birding is a popular, non-consumptive experiential activity in which people observe and study a number of species located in an area.  Bird species are most often threatened by habitat loss caused by development.  Birders could be engaged in the monitoring process by encouraging them to report observations of birds that HTLN is monitoring observation and study of species could be used to engage them in the monitoring process by encouraging them to report birds that the HTLN is monitoring to park staff or directly to HTLN via email. |
| Goals & Objectives | Goal: Increase awareness of the bird species within the Heartland, those that are threatened and endangered, and how the HTLN conducts monitoring activities to understand changes in the bird populations.
Disseminate checklists through visitor center displays and an online version.
Recipients will develop an appreciation for the diversity of bird species within the HTLN.
Recipients will be concerned about the wellbeing of native bird species. |
| Product  Summary Information |  |
| Description /Summary (including duration) | A tri-fold brochure listing a variety of bird species found in the area. Birds monitored by the HTLN will be highlighted in some manner (e.g., italics, bolded). The brochure will provide an explanation of how these birds are monitored and contain a message about the purpose of monitoring these species. Contact information will be included to guide the reader to more information about the HTLN and its inventory and monitoring activities. |
| Message/Theme | HTLN is inventorying and monitoring the health of the bird species throughout the network.
Theme: Protecting our feathered friends by teaming sound science and management. |
| Making Connections | Bird species have been a subject of awe for many cultures throughout the world.  Images of birds can be found on everything from stamps to wine labels to currency. The bird shows up in mythology and story telling in many religions and is often associated with mysticism and magic. |

**Notes:**
The matrix provides project strategies in a format that easily transfers into a grant proposal or a PMIS statement.  The NRPP funding requires an interpretive component for all projects over $100K.

## to familiarize stakeholders, partners and the public with NPS monitoring  activities

- CD with audio, video, and publications applicable to all HTLN parks

**Notes:**
We developed a DVD with a video and several audio spots that could be played through the Traveler Information System, public service announcements, local access on cable TV.
Also we have two posters that can be used to inform park staff. 

## Examples: Materials for staff communication

**Notes:**
The Plan, Matrix, and audio/visual materials are costly and not available to all.  Some other things are inexpensive to produce if you can afford the time.  Our materials can provide the template.

## Examples: Materials for visitor communication

**Notes:**
Some of the larger items are costly, but may be obtainable with EOY funds.  The bird checklist and other templates could be lent to networks for their use.  We have artwork that is a by-product of developing some projects.  This is most useful to the parks, but may have some relevance for other networks.

## Effectiveness?

- Parks are not taking advantage of partnering
- Interest/action to produce materials to meet a need may initiate park action
- “In reach” has created awareness at parks
- Outreach has made others aware that the NPS bases management actions on science

**Notes:**
This has not taken off like wildfire.  We want to develop relationships with the park interpreters, but that is slow.   Everyone is too busy to take on a new project.  We see these as a source for fulfilling competencies.  We are hoping to increase interpreter enthusiasm during our annual meeting in August.  We will have a workshop.