Increase registration levels to 550,000 (25 percent) by January 2007

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Presentation transcript:

NAIS Communications Campaign Strategy and Tactics Dore Mobley Animal and Plant Health Inspection Service ID/INFO Expo--August 23, 2006

Increase registration levels to 550,000 (25 percent) by January 2007 GOALS AND OBJECTIVES Increase registration levels to 550,000 (25 percent) by January 2007 Complement state and tribal programs Help build enhanced capabilities to promote premises registration Communications tool kit Training Aggressive media relations campaign Communications Plan goals and objectives are aligned with the APHIS mission and its organizational goals and objectives

OUTREACH PROGRAM REVIEW Initiated qualitative stakeholder analysis in June 2006 Purpose of Review Identify existing tools and strategies Identify “best practices” (i.e., what’s working best) Identify stakeholders’ awareness, attitudes, and perceptions

DATA COLLECTION METHODS Telephone interviews Online survey Communications materials review State web sites review Focus groups

Stakeholder Perceptions: KEY FINDINGS Stakeholder Perceptions: APHIS messaging is inconsistent and incomplete Producers are concerned about privacy NAIS represents bureaucracy, red tape and increased administrative burdens and cost NAIS print material is ineffective

NAIS Web site is not being used as a destination for information KEY FINDINGS (CONT.) NAIS Web site is not being used as a destination for information Face-to-face contact is highly effective for registering premises States are eager to share best practices and other information with each other

Reasons may include: MEDIA ANALYSIS (CONT.) Misinformation resulting from the coverage of extreme opposition groups Shift of focus from animal health to public issues concerning civil liberties and economic costs

Review and analysis of data is ongoing BLOG RESEARCH Review and analysis of data is ongoing Reviewed 93 blogs to identify key themes Five major themes were identified Administrative burden on producers (40%) Every single animal and movement (27%) Civil liberties (16%) Economic burden on society (10%) Compliance fines (7%)

RECENT ACCOMPLISHMENTS Internal communications working group Identify trends, topics and issues of interest Develop messages to specific issues NAIS Update (bi-monthly newsletter) Planned web enhancements underway Participated in cooperative premises registration drive at the World Pork Expo

Questions?