Overview

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• Overview

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Why Tread Lightly!

• Two thirds of those surveyed admitted that they
  sometimes ride outside approved routes

• The number of people using some form of motorized
  recreation on National Forest
• 19745 Million
• 200451 Million

This could mean as many as 34 million!
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Why Tread Lightly!
Irresponsible/uneducated behavior is leading to
severe damage of natural resources
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Why Tread Lightly!

• Government funding for natural
• resources and recreation is in
• peril due to
• Decades of chronic underfunding
• Natural disasters
• Unprecedented wildfire activity
• War on Terror
• RTP funds in jeopardy
• Draconian budget cuts
• New policies without funding

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Why Tread Lightly!
As a Result Many of the roads, trails,
campgrounds, and boat ramps that are part of an
American lifestyle are in severe danger of
closure.
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Tread Lightly! 101

• An introduction

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The Beginning
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Funding a Nonprofit
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Milestones
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Today

• After 22 years, Tread Lightly! has become a
  credible, bipartisan, critically needed nonprofit
  organization
• Has a strategic educational message addressing
  both land and water recreation
• Has become an integral part of the OHV community
  (our focus)
• Offers programs, materials, and tools unmatched
  by others

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Mission

• Tread Lightly!s mission is to proactively
  protect recreation access and opportunities in
  the outdoors through ethics education and
  stewardship initiatives.  

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Vision

• To deliver a consistent message advocating an
  ethic of responsible recreation and focusing on
  the use of motorized and mechanized vehicles on
  public land and water.

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Program Objectives

• Improve the behavior of all outdoor
  recreationists so that
• All who share lands and water for recreation are
  appreciated
• Natural resources are respected thus protected

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Tagline

• On Land and Water
• Makes our message clear
• Clarifies what is Tread Lightly!?

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Tread Pledge
Travel Responsibly Respect the Rights of
Others Educate Yourself Avoid Sensitive Areas Do
Your Part
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Tread Lightly!
Providing Proactive Solutions
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Communications

• A 2008 report

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News Coverage

• Impressions through news coverage 10.8 million
• Includes lots of major OHV enthusiast magazines,
  and a few television/radio programs

ATV Rider Magazine
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News Coverage
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Print PSAs

• 3 Campaigns
• Ride Hard
• Open to the Public
• Play Nice
• Total placement of all awareness campaigns 216
  placements worth 1,145,056

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TV PSAs Videos

• Tread Lightly! YouTube Channel (151,000 hits)
• ATV PSA run on shows such as Motorsports Mania,
  Venture Off-road and Big Bear Off-road
• Videos are also on websites like myoutdoorstv.com
  and Yahoo videos

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Web Banner Campaign

• 181 requests for web banner PSAs to date
• Great grassroots websites by four-wheeling, ATV,
  snowmobiling enthusiasts

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Social Networking

• Started official Tread Lightly! MySpace and
  Facebook pages.
• 251 Facebook friends
• 553 MySpace friends
• Update with tips, volunteer opportunities,
  announcements

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Website Traffic

• Site has averaged around 300 visitors per day
  since 2005
• Site is now averaging about 1,100 visitors per
  day
• Growth due to
• Google Ad Words
• eBay Charity Auction
• Public service announcements

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Website Traffic
eBay Charity Auction goes live
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Web Traffic

• Top 10 Search Terms Driving Traffic to the
  website
• Tread Lightly
• Camping
• Mountain Biking
• Deer Hunting
• Hiking
• Off Road / Off Roading
• Camping Tips
• Where to Boat
• Boating Safety
• Geocaching

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Lightfoot

• Continue to promote our Kids Club
• Visits to events and schools
• Coloring books, tattoos, balloons and
  downloadable kids tips are available

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Education and Stewardship

• A 2008 report

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Tread Trainer

• 645 Tread Trainers
• 81 Master Trainers
• 40 states
• represented
• 26,478 people educated through Tread Trainer in
  2008 alone
• 915 volunteer hours

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Trainer Representation
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Tread Trainer Outreach
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Educational Outreach
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Quick-Tip Brochures
Signature Education Piece
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Educational Materials

• 156,940 tips, guidebooks and curricula
  distributed
• 184,202 views/downloads of tips and guidebooks

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Online Course

• Tread Lightly! 101
• Interactive learning tool
• Uses flash animation, audio voice-overs,
  scenarios, quick quizzes
• Focused on motorized and mechanized recreation
• 778 course completions in 2008

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BFGoodrich Outstanding Trails

• Program selects outstanding trails in North
  America
• Promotes responsible riding and tourism in the
  area
• Gives small grants

• Superstition Mountain, CA
• Blacktail/Wild Bill National Recreation Trail, MT
  
• Iron Range, MN
• Pritchett Canyon, UT
• Quinn Trail, Ontario, Canada
• Beasley Knob, GA

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HUMMERs Recreation Rescue

• Bald Mountain Trail, Sierra National Forest,
  California
• Stabilized 4WD trail from erosion
• Restored unauthorized routes
• New map
• New brochure

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HUMMERs Recreation Rescue

• Tread Lightly! Four Wheel Drive Way, Ocala
  National Forest, Florida
• Needed signage to designate 81 miles of trail
• Over 75 volunteers
• New maps too

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HUMMERs Recreation Rescue

• Kane Creek Trailhead, Moab, Utah
• Repair damage at trailhead
• Install new informational kiosk
• Install protective fencing

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HUMMERs Recreation Rescue

• Road and Trail Dust Abatement Study, Phoenix,
  Arizona
• Testing needed to find solutions to dust
  abatement problems
• Results can be used nationally

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Membership and Resources

• A 2008 report

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Membership

• Member Catagories
• Individuals
• Member Clubs
• Partner Clubs
• Outfitters
• Retailers
• Media
• Government
• Alliances
• Dealers
• Official Partners

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Membership Drawing
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Friend Program

• Anyone can sign up to become a Friend of Tread
  Lightly! its free
• Total number of friends 3,215
• Nearly tripled in one year
• TREADlines educating friends with TL! news,
  recreation issues, volunteer opps, quick tips

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Tread Lightly! Store
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eBay Charity Auction

• 2nd annual eBay Charity Auction June 2009
• Raised around 17,000 in 20008
• 42 companies participated
• Donors received nearly 1.8 million impressions
• Thorough marketing campaign
• Received 34,160 worth of donated ad space
• Excellent news coverage, especially online
• Infiltrated forums/blogs

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eBay Charity Auction
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CFC Donations

• Opportunities to for Federal employees to give to
  Tread Lightly! through the Combined Federal
  Campaign.
• Donate directly or through the Conservation
  Organziations.
• Great source of unrestricted funds
• Received 15,965 so far in 2008
• An increase of 40 since last year

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