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Page 1:  · with the online Yellow Pages. ... The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station,
Page 2:  · with the online Yellow Pages. ... The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station,
Page 3:  · with the online Yellow Pages. ... The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station,
Page 4:  · with the online Yellow Pages. ... The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station,

Research One of the University of Alaska Fairbanks’s (UAF) five rural campuses, Interior-

Aleutians Campus (I-AC), serves 58 rural Alaskan communities spanning more than 200,000 square miles across the Interior and along the Aleutians-Pribilof region. To overcome the logistical challenge of serving an area larger than France, I-AC has six rural centers in Tok, Nenana, McGrath, Galena, Fort Yukon and Unalaska. Most I-AC faculty and staff have roots in rural Alaska and/or are Alaska Native.

This campaign required extensive research because I was unfamiliar with rural Alaska. Compared to the Yukon Koyukuk region’s other villages, Galena is considered more of a city than a village. It has a population of almost 500 people, while other villages along the Yukon River have a population of less than 250 people. Also, most people have indoor plumbing. Like most rural communities the Interior-Aleutians Campus (I-AC) serves, Galena is considered remote because it is not accessible by road. Air travel is the only means of transportation in or out of this region because none of the communities are accessible by road. During the summer, barges floating the Yukon River deliver most of the goods and merchandise available to the community. The first step was logging on the State of Alaska’s Community Database Online. This database is a one-stop information resource for every communication in the state. It provides a comprehensive overview of the population, businesses, economy, schools, utilities and Alaska Native Claims Settlement Status. I visited every link available on the database. Any business or organization that did not have a website link, I Googled. I also cross referenced the database with the online Yellow Pages. I rounded out my research by looking at Google Maps and watching YouTube videos uploaded by local residents who gave virtual tours of the area.

During my research, I discovered that I-AC or the Yukon Koyukuk rural center, located in Galena, was not listed on any community website. The city’s website links directly to University of Alaska Fairbanks’ home page, even though our campus director grew up in Galena.

Most of Alaska’s wildland firefighters are from rural communities. It’s a popular career choice because firefighters can earn a year’s wages during the summer. I-AC’s strategy to increase enrollment and name recognition was to offer wildland fire science classes in Galena. The coursework would be compressed and taught from 9 a.m. to 6 p.m. Monday through Saturday. After successfully completing the class, students would have earned their red card (minimum qualification to work as a wildland firefighter) or add advanced credentials to their red card. Analysis/Planning

The campaign had two goals: recruit 10 or more students for I-AC’s Fire 151 and 193 classes and introduce I-AC to Galena Interior Learning Academy (GILA), a vocational boarding high school. Other strategies included leveraging the wildland firefighting classes to develop a relationship with Galena community organizations and use the classes as a way distribute I-AC information about the other programs and services offered by the rural campus.

The campaign’s greatest and only expense was travel. The wildland firefighting program budget paid (about $10,000) for a chartered small plane for travel to and from Galena. I-AC brochures and flyers were printed in house, keeping other expenses to a minimum. The printing was done in house so the cost was absorbed by I-AC.

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Communication/Execution The collateral for the campaign included class flyers for FIRE 151 and FIRE 193 classes.

These flyers included the class description and highlighted the classes would be taught locally. I-AC’s Galena facilitator distributed the flyer around town at the grocery store, post office, café, laundry mat etc. The flyers were also sent to the surrounding villages and their tribal administrators. I also followed up with Galena’s city manager to ask them to add information about the wildland firefighting classes on their website. I also asked the city to post a link to I-AC and the Yukon Koyukuk rural center on their home page.

The flyers were also posted on I-AC’s Facebook page. These flyers were shared by community members and the Alaska Native Corporation that served the region. I also updated the wildland firefighting brochure with the program’s most recent information.

The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station, and Hawk Highlights, GILA’s student newspaper and online events calendar. The press release public service announcement communicated Alaska’s need for more advanced wildland firefighter and the upcoming classes in Galena.

Both media outlets interviewed Tylan Martin, I-AC’s assistant professor of Fire Science. KIYU aired the public service announcement. Hawk Highlights reporter interviewed Martin and included a listing in their online calendar. They were also given some action shots of Martin fighting fires.

I arranged with GILA’s principal for Martin to speak about career opportunities in wildland firefighting to eleventh and twelfth grade students. I-AC’s financial aid coordinator also spoke to the students about scholarships and free federal financial aid. This was also the opportunity to bring I-AC brochures and other information to the high school career center.

To promote the FIRE 193 class, I distributed fliers and contacted local organizations including Galena Volunteer Fire Department, Bureau of Land Management, and US Fish & Wildlife Department Services Northwest Area office serving the Galena Office area. When I followed up with them, I offered to arrange for them to meet with Martin to discuss advanced training opportunities for their staff. Evaluation

The strategies to build a relationship with GILA and rural high school students exceeded expectations. Ten GILA students enrolled and completed FIRE 151. These students earned their red cards. Principal John Riddle enthusiastically invited I-AC to offer a red card class next spring semester. The faculty advisor for Hawk Highlights thanked me for pitching his students because it made them feel like a professional newspaper.

The media relations campaign was also successful. KIYU-AM and Hawk Highlights ran stories about the firefighting classes and listed the event in their calendar section. The radio station also aired the public service announcement.

The Facebook campaign can also be considered a success with 2,886 unique impressions. The flyers were also shared on Doyon Foundation’s blog, which reached members of Alaska Native tribes in the Galena region.

Galena city’s website now includes a link and telephone number for both I-AC and the Yukon Koyukuk center. FIRE 193 was canceled with no students enrolled. The Galena area Fish and Wildlife, fire department and Bureau of Land Management agencies preferred the state of Alaska’s training.

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Wildland Fire Science

Galena Red Card Classes

Marketing Outreach Plan

Prepared By Leona Christensen Long

Interior-Aleutians Campus (I-AC) would like to increase enrollment by offering wildland fire

science to our service communities. Instead of traveling to Fairbanks to take classes on

weekends, Tylan Martin would teach intensive classes in Galena and McGrath. This plan

outlines activities in Galena. When these strategies prove successful, they will be adapted to

other communities like McGrath.

This campaign leverages the relationships we are cultivating between Galena stakeholders and

our wildland fire science program to increase awareness about I-AC. We are using wildland fire

science as our hook and then provide information that also includes other I-AC programs and

services. While researching Galena, it is evident why I-AC has sparse recognition in the area.

I-AC does not have a Google Place listing and is not mentioned on any of the community

websites. For example, the city of Galena mention of higher education links directly to

University of Alaska Fairbanks’ home page, which may be confusing to navigate for students.

Goals:

Recruit 10 or more Galena area students for Fire 151 and 153 classes.

Introduce I-AC to high school students and provide information

Develop relationships with community organizations

Distribute I-AC collateral to local schools, Tribal and Native organizations and state and

federal agencies

Target audiences:

Galena area residents

GILA students, faculty and staff

Louden Tribal Council, Galena Village Tribe and regional Native corporation Doyon

Limited, Ruby Tribal Council, Koyukuk Tribal Council, Nulato Tribal Council, Kaltag

Tribal Council, Huslia Tribal Council, Hughes Tribal Council, Allakaket Tribal Council

Local, state and federal agencies such as Galena city, Galena Volunteer Fire Department,

Bureau of Land Management, Galena City School District and schools, Charles Evans

Community/School Library, US Fish & Wildlife Department Services Northwest Area

office serving the Galena Office area

Key target media:

Hawk Highlights, student newspaper for GILA

KIYU-AM

Louden Village Council Newsletter

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Gana-A' Yoo tribal council

The Council Newsletter (Tanana Chiefs)

Strategies:

The supporting strategies to accomplish the aforementioned objectives include:

Media Relations:

Arrange for Tylan Martin to be interviewed by The Hawk Highlights journalism students.

Hawk Highlights would publish a news story about the upcoming classes and list classes in

their online calendar of events.

Arrange for KIYU-AM to air a public service announcement advertising wildland

firefighting classes

Arrange for KIYU-AM to interview Tylan about wildland firefighting classes

Marketing Outreach Campaign:

Arrange for Tylan to be a guest speaker at an assembly for students at Galena Interior

Learning Academy

Arrange for Tylan to meet with local organizations including Galena Volunteer Fire

Department, Bureau of Land Management, and US Fish & Wildlife Department Services

Northwest Area office serving the Galena Office area and provide them with information

about the I-AC wildland fire science program

Create an I-AC kit that includes program brochures, financial aid and student services

information that will be distributed to Galena Interior Learning Academy

Create fliers advertising classes and distribute to tribal and community organizations like

the Galena post office and city offices

Contact webmasters for Galena area community to ask them to post announcement for

classes and to link to I-AC

Post fliers and class information on Facebook page

Next Steps:

I-AC administration review Galena contact and media list

Review and approve wildland fire science fliers

Review and approve PSA

Record Tylan as the voice for the PSA, edit and distribute PSA

Write, review and approve short press release announcing classes

Distribute press release and fliers to media and community websites

Follow up with media and community organizations to link to us

Arrange for Tylan to be interviewed by GILA journalism students

Arrange for Tylan to present school assembly

Distribute fliers to Galena area

Claim I-AC and centers Google Place pages and Alaska Native Directory

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Revise wildland fire science marketing collateral into a trifold brochure

Results:

Ten GILA students enrolled and completed FIRE 151 and earned their red cards

GILA administration invited I-AC to offer red card class next spring semester

I-AC and Galena center listed on Galena city homepage

Media placements in KIYU-AM and Hawk Highlights

Distributed fliers and spoke to agencies regarding red card class, but received no interest

so canceled FIRE 153

Distributed fliers and spoke to surrounding villages about the classes and received no

interest

2,886 unique Facebook impressions

Revised wildland firefighting program brochure from one page to brochure like all other

I-AC programs

Updated I-AC program brochures now available to GILA and Galena community

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Leona Long <[email protected]>

Wildland Firefighting Follow up 8 messages

Leona Long <[email protected]> Tue, Apr 16, 2013 at 9:15 AM To: John Riddle <[email protected]>

Hi John,

How are you? I just wanted to touch base with you to see how things went at our wildland firefighting

class. Tylan said your students were great and they all finished. Is this something you would like to do next

year ie, the assembly and class? You can call or email me. I look forward to talking with you.

Leona

--

Leona Christensen Long

Marketing Coordinator

Interior-Aleutians Campus

Cell 310-612-3265

Office 907-474-5086

Like Us on Facebook

John Riddle <[email protected]> Tue, Apr 16, 2013 at 3:30 PM To: Leona Long <[email protected]>

Hi Leona!

I only have a second now—I’m swamped. I just got back from being out of town for a

week. However, the answer to your question is ABSOLUTELY YES! Let’s talk more later and I

look forward to working with you more in the future!

John

John Riddle

Principal, Galena Interior Learning Academy

907-656-2053 Ext. 108

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FOR IMMEDIATE RELEASE

CONTACT: Leona Christensen Long

Interior-Aleutians Campus

Office (907) 474-5086 or cell (310) 612-3265

Interior-Aleutians Campus Offers Basic and Advanced Wildland

Firefighting Classes in Galena, March 30-April 5 and April 6-10

Scholarships and Financial Aid May be Available

GALENA, Alaska (March 3, 2013) Alaska needs more skilled wildland firefighters so

that fewer firefighters are needed from the Lower 48. Interior-Aleutians Campus (I-AC) is

offering intensive classes in Galena slated for March 30-April 5 and April 5-10.

“In about a week, you can earn your red card or add credentials to your red card,” says

Tylan Martin, assistant professor of fire science at I-AC who has more than a decade of wildland

firefighting experience. “You don’t need to wait you if you want to become an advanced

wildland firefighter. Interior-Aleutians Campus provides an opportunity to help you accomplish

this goal by taking classes that align with the National Wildfire Coordinating Group’s curriculum

requirements.”

The Wildland Fire Control I is slated for 9 a.m. – 6 p.m. on March 30-April 5. This class

provides the information needed for students to earn their inter-agency fire qualification card

(Red Card) with a rating of Firefighter (FFT2).

The Advanced Wildland Firefighter class is slated for 9 a.m. – 6 p.m. on April 6-10. This

class is for advanced Wildland Firefighters. This course is based on a number of individual

National Wildfire Coordinating Group (NWCG) courses including, S-131 Firefighter Type 1, -

133 Look Up, Look Down, Look Around and Incident Commander Type 5 (IC5) training.

Students who fly in to Galena can arrange for a room and three meals a day at the Galena

Interior Learning Academy for $75 a day. Interior-Aleutians Campus can help students with

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financial aid. Alaska Native students may also be eligible to receive funding from their tribal

council to attend the wildland firefighting training. For more information about the classes or

financial aid, call I-AC at 888-474-5207.

Since 1989, Interior-Aleutians Campus (I-AC) has integrated lifelong educational

opportunities with rural Alaskan and Alaska Native communities, cultures and ways of life. Our

faculty and staff are committed to empowering our students with the tools they need to be

successful whether their goal is certificate for a trade, continuing education units, an associate's,

bachelor's or master's degree. For more information, call 888-474-5207 or visit us at

www.uaf.edu/iac or on Facebook.

# # #

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Leona Long <[email protected]>

Confirmed Interview: Interior-Aleutians Campus Wildland Firefighter Classes

in Galena

Leona Long <[email protected]> Fri, Mar 8, 2013 at 4:53 PM

To: [email protected]

Jeremy,

Thank you very much for your time today. This is to confirm your

telephone interview with Tylan Martin, assistant professor of fire

science at Interior-Aleutians Campus for 2 p.m. on March 20. You can

call him directly at (907) 474-6334 and as a backup his cell phone

number is (907) 347-8386. I have attached a press release and fliers

for the class for more information.

Alaska needs more skilled wildland firefighters so that fewer

firefighters are needed from the Lower 48. Interior-Aleutians Campus

is offering intensive classes in Galena. In one week, you earn your

red card or add credentials to your red card so you no longer have to

wait for an organization to sponsor you if you want to become an

advanced wildland firefighter.

I have attached the fliers for more information. Please call or email

if you need anything more.

Thank you very much,

Leona

--

Leona Christensen Long

Marketing Coordinator

Interior-Aleutians Campus

Cell 310-612-3265

Office 907-474-5086

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Contact: Leona Christensen Long

Interior-Aleutians Campus

Office (888)474-5207 or (907) 474-5086

(Cell (310) 612-3265

[email protected]

PUBLIC SERVICE ANNOUNCEMENT

LENGTH: 0:30

SUBJECT: Wildland Fire Science Classes at Interior-Aleutians Campus

VOICE:

Alaska needs more skilled wildland firefighters so that fewer firefighters are needed from the

Lower 48. You no longer have to wait for an organization to sponsor you if you want to become

an advanced wildland firefighter. Interior-Aleutians Campus can help you earn your red card or

add credentials to your red card. I-AC is registering students now for classes being scheduled in

your region. For more information, call Tylan at Interior-Aleutians Campus at (888) 474-5207

that’s (888) 474-5207.

# # #

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Earn Your Red Card in Six Days

FIRE F151 Wildland Fire Control I Instructor: Tylan Martin 9 a.m.– 6 p.m. on March 30-April 5, 2013

This course is designed to provide national certification for entry-level and experienced fire fighters with fundamental knowledge of wildland fire organization, fire behavior, air operations, suppression methods, safety and the incident command system. Successful course completion combined with national age and physical fitness requirements will qualify the student for an interagency fire qualification card. (red card) with a rating of Firefighter (FFT2).

The University of Alaska Fairbanks is an affirmative action

equal opportunity employer and educational institution.

For More Information (888) 474-5207

[email protected]

Tylan Martin Interior-Aleutians Campus Assistant Professor of Wildland Fire Science

Class Held in Galena

March 30– April 5

A n o t h e r D a y a t t h e O f f i c e W I L D A N D F I R E S C I E N C E

Page 19:  · with the online Yellow Pages. ... The media relations campaign focused on the two news outlets—KIYU-AM, a community radio station,

Earn Your Red Card in Six Days FIRE F151 Wildland Fire Control I Instructor: Tylan Martin 9 a.m.– 6 p.m. on March 30-April 5, 2013

This course is designed to provide national certification for entry-level and experienced fire fighters with fundamental knowledge of wildland fire organization, fire behavior, air operations, suppression methods, safety and the incident command system. Successful course completion combined with national age and physical fitness requirements will qualify the student for an interagency fire qualification card. (red card) with a rating of Firefighter (FFT2).

The University of Alaska Fairbanks is an affirmative action equal opportunity employer and educational institution.

For More Information (888) 474-5207

[email protected]

Tylan Martin Interior-Aleutians Campus Assistant Professor of Wildland Fire Science

Class Held in Galena March 30– April 5

A n o t h e r D a y a t t h e O f f i c e W I L D A N D F I R E S C I E N C E

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Add Credentials to Your Red Card FIRE F193 Wildland Firefighter III Instructor: Tylan Martin CRN 40751 Tuition: $330 plus $6 UA Fee 9 a.m.– 6 p.m. on April 6-10, 2013 Designed to meet the training needs of the Advanced Wildland Firefighter. Course content includes training in use of fireline reference materials, recognition and mitigation of safety issues, basic incident commander training and provides a solid foundation of basic leadership skills. This course is based on a number of individual National Wildfire Coordinating Group (NWCG) courses. NWGC Courses include S-131 Firefighter Type 1, -133 Look Up, Look Down, Look Around and Incident Commander Type 5 (IC5) training.

Class Taught in

Galena April 6-10

The University of Alaska Fairbanks is an affirmative action

equal opportunity employer and educational institution.

For More Information (888) 474-5207

[email protected]

Tylan Martin Assistant Professor of Wildland Fire Science

A n o t h e r D a y a t t h e O f f i c e W I L D A N D F I R E S C I E N C E

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Monday, April 1, 2013 - 6:34:27 PM

Return to the Hawk Highlights front page

Firefighting classes offered to Galena students By ANGEL SHARP Staff writer

Wildland firefighting classes are coming up for Galena high school students,UAF assistant professor Tylan Martin told an assembly of juniors and seniorson March 21 in the GILA auditorium. Mr. Martin said the classes, which starton March 30, will help students become a wildland firefighter. There are two different classes offered – wildland fire control March 30-April 6, and advanced wildland firefighter April 6-10. Mr. Martin told studentscan earn a red card and earn college credits. "Getting your red card is the starting point," Mr. Martin said. "Once youhave your red card, you can do anything you want in wildfire opportunities." Mr. Martin, an assistant professor in fire science, said he got interested infirefighting right after high school when some of his friends starting takingfirefighting classes, and so he went too. "I never knew what I was getting myself into," said Mr. Martin, but the firsttime he went he was hooked. "I knew I wanted to do this for a long time." The Wildland Fire Control I class is slated for 9 a.m. to 6 p.m. on March 30-April 5, according to a UAF press release. The class is taught at the UAFInterior-Aleutians Campus office in Galena, located next to the SHS school.This class provides the information needed for students to earn their inter-agency fire qualification card (red card) with a rating of Firefighter (FFT2). The Advanced Wildland Firefighter class is 9 a.m. – 6 p.m. on April 6-10.This class is for advanced wildland firefighters. Students interested in theclasses should contact UAF at 1-888-474-5207 or by visiting the fire science'swebsite. During his talk to students, Mr. Martin said these classes would be excellent

Firefighters on a fire control crew.Photo courtesy UAF Fire Science Department

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preparation for those who want to become fulltime firefighters, who must beat least 18 years old. Mr. Martin said he is teaching these classes because there aren't enoughhotshot crews in Alaska, which often means that people from the Lower 48have to come north in the firefighting season. Local crews are also importantbecause it takes days to get the hotshot crews here, meaning the fire wouldhave already burned a lot of trees and land. It would be much faster withhotshot crews here in Alaska. When you have earned your red card, you would be called when needed andsent to where the fire is taken place, Mr. Martin said. Everything will be takencare of. The great part of being a wildland firefighter is that you work for thesummer and you get 6 months off to do a lot more in the winter, not tomention making a lot of money in a short amount of time, he said, and if youlove going outdoors, this is a great and exciting career.

Published 27 March 2013 at 8:59 p.m.

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Add Credentials to Your Red Card FIRE F193 Wildland Firefighter III Instructor: Tylan Martin CRN 40751 Tuition: $330 plus $6 UA Fee 9 a.m.– 6 p.m. on April 6-10, 2013 Designed to meet the training needs of the Advanced Wildland Firefighter. Course content includes training in use of fireline reference materials, recognition and mitigation of safety issues, basic incident commander training and provides a solid foundation of basic leadership skills. This course is based on a number of individual National Wildfire Coordinating Group (NWCG) courses. NWGC Courses include S-131 Firefighter Type 1, -133 Look Up, Look Down, Look Around and Incident Commander Type 5 (IC5) training.

Class Taught in Galena April 6-10

The University of Alaska Fairbanks is an affirmative action equal opportunity employer and educational institution.

For More Information (888) 474-5207

[email protected]

Tylan Martin Assistant Professor of Wildland Fire Science

A n o t h e r D a y a t t h e O f f i c e W I L D A N D F I R E S C I E N C E