Reaching and Engaging New Audiences: 5 Hikes in 5 Weeks

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1 Reaching and Engaging New Audiences: 5 Hikes in 5 Weeks Saving Special Places 2018 April 7, 2018 Jack Savage, Vice President, Communications and Outreach Carrie Deegan, Volunteer & Community Engagement Manager

2 GOALS Engage new audiences from Southern NH Introduce people to the Forest Society, our work, and our Forest Reservations

3 2016 Partnered with WMUR Escape Outside Southern NH locations Easy walks < 2.5 mi FREE, pre registration requested SPNHF staff leaders, volunteer help Post hike survey

4 Fri. 6/24 Merrimack Floodplain, Concord 2. Wed. 6/29 Monson Center, Milford/Hollis 3. Sat. 7/9 HealdTract, Wilton 4. Wed. 7/13 Gap Mountain, Jaffrey 5. Wed. 7/20 Hedgehog Mountain, Deering

5 2016

6 Media Coverage WMUR: 5 stories on Escape Outside Website and TV Weather Wednesday segment with Mike Haddad, shot on the Merrimack River floodplain Mike Haddad Facebook post Website ads appearing in market area Other: Union Leader (Sunday News) Forest Journal Column Forest Society Tree Mail e news, Facebook and Twitter posts Concord Patch press release Online events calendars

7 Weather Wednesday video clip 2016

8 2016 Refreshments! Swag! Big Welcomes!

9 2016

10 Hike series is an effective way of reaching NEW audiences

11 Hike series is an effective way of reaching NEW audiences

12 Target Communities Reached

13 Target Communities Reached

14 Target Communities Reached

15 People will drive long distances for an easy hike!

16 No clear attendance patterns except average 53% no shows 90 Number of People FRI WED WED WED SAT Registered Attended Merrimack Floodplain Monson Village Heald Tract Gap Mountain Hedgehog Mt

17 2017 Three series of 5 hikes each Winter/Spring, Summer and Fall Wider geographic spread for hikes

18 Winter/Spring

19 Side Note: PUB NITES

20 Summer

21 Fall

22 How well well attended? attended? Range: 2 to 47 hikers Average: 28 hikers Total unique hikers: Winter/Spring Summer Fall

23 Still lots of no shows 749 registrations (465 unique) Average: 58% attendance per hike s, addresses for all registrants Registered Attended 20 0

24 Where did hikers come from?

25 Where did hikers come from? Avg miles driven = 43

26 Northern hikes still drew WMUR target audience Avg miles driven = 77.8

27 Hikers willing to drive 50+ mi Q: How far would you be willing to travel for an event on a Forest Society Reservation (check all that apply)? >10 miles miles miles < 50 miles

28 Were these new audiences? 13.6% of registrants said they were members

29 Not as new as % of registrants said they were members Q: How familiar were you with the Forest Society before attending this event? Not at all A little (heard of) Familiar Very Familiar

30 WMUR key for unknowns Q: Where did you hear about this event? Q: How familiar were you with the Forest Society before attending this event? WMUR TV SPNHF e news SPNHF website newspaper friend Not at all A little (heard of) Familiar Very Familiar Spring Summer 2017 Fall 2017

31 5 Hikers share some of our conservation values Q: In your personal opinion, how important is it to protect forests like the one you visited on the hike? Very important Somewhat important Not important

32 What else did we learn? Q: What were your reasons for attending this event? Get exercise Discover new hiking spot Something to do with friends/family Meet new people Event was free Learn about SPNHF

33 What else did we learn? Q: What kinds of events would you be interested in attending in the future? Guided Hikes/Walks Wildlife/Nat History Programs Kayak/Paddling Trips Cultural History/Land Use Program Outdoor Yoga/Meditation Geocaching/Scavenger Hunt Picnic/Family Event Trail Run/Race Plein Air Painting

34 Setting the hook: deeper engagement Q: Do you think you will come back to this location on your own in the future? Yes No Maybe

35 Setting the hook: deeper engagement 2016 Sent 31 participants (2+ hikes) a complimentary copy of Forest Notes 3 became members (~10%)

36 Setting the hook: deeper engagement All registrants receive e newsletter (can opt out) All (non member) participant households received new member mailing this winter Will track 5 Hikes new membership/donation rate 2017

37 Looking ahead: Hikes Summer and Fall Series (10 hikes) Broad geographical spread Adding some easement properties Nominal fee for non members More volunteer involvement Let WMUR do primary promotion

38

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