Attribution | 2 |
Table of Contents | 3 |
Meet the Authors | 5 |
Contributors | 6 |
Media Team | 7 |
Acknowledgments | 9 |
Project Rationale/Context | 10 |
Pollinator Stewardship and Mass Media Rationale | 10 |
Introduction | 12 |
Pollinator Stewardship Pilot Background | 13 |
Meet Our Media Partners | 13 |
Meet Our Higher-Ed Partners | 13 |
Narrowing Our Audience | 15 |
Characterizing Millennials | 16 |
Reaching our Audience | 20 |
Creating the Campaign | 21 |
Trust, Shared Vision, and Reciprocity | 23 |
A Foundation for Collaboration | 25 |
Collaboration Team Demographic Diversity | 25 |
The Speed of Changes | 26 |
Strategic Plan Alignment | 26 |
Campaign Outcomes – Metrics | 28 |
Behavior Change | 31 |
Future Campaigns | 33 |
Resources | 35 |
Blog Post | 35 |
Campaign Components | 38 |
Native Ads | 40 |
Social Media Post Examples | 41 |
Webinars | 42 |
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