BLMLIBRARY 88070153 Bureau ofLand Management NationalAdoption Plan August2005 SF 360.4 .L362 2005b )]>n&Cyt£>)53 SF 5(0O.<-f ,L'bCc'A. NationalAdoptionPlan TableofContents Introduction 1 AdoptionBestPractices 2 AnimalOrderForm(Attachment1) 13 WildHorse&BurroAdoptionActionItemChecklist(Attachment2) 14 PostAdoptionReport(Attachment3) 17 InformationDisplayTableMaterial(Attachment4) 20 Pre-AdoptionMail-OutMaterial(Attachment5) 21 SamplePre-ApprovalLetter(Attachment6) 22 SampleOrientationSpeech(Attachment7) 24 Adopter’sPacket(Attachment8) 28 GuidelinesforPromotingFacilitiesandPrisonProgramLocations : 29 AdoptionPromotionTimeline 31 SamplePressRelease 33 SampleCommunityCalendarAlert 34 SampleMediaAlert/PhotoOpportunity 35 AdvertisingGuidelines 36 PhotoGuidelines 39 FTPSiteInstructions 43 ExhibitGuidelines 45 VolunteerProgramGuidelines 46 BLMLibrary DenverFederalCenter Bldg.50,OC-521 P.O.Box25047 Denver,CO 80225 Introduction SincethepassageoftheWildFree-RoamingHorsesandBurrosActin1971,theBureauofLand Management(BLM)hasfacedever-increasingchallengestoprovideforthemanagement, protectionandcontrolofthewildhorseandburroherds. TheBLMusestheadoptionprocessas oneofthemajorwaystofulfilltheintentoftheWildHorseandBurroAct. Today,BLM conductsmorethan70adoptionseachyear. In2004theBLMinitiatedareviewofitsadoption processanddraftedanationalplantoimproveitsoverallabilitytoincreasethesuccessofthe program. TheNationalAdoptionPlan(NAP)isaseriesofbestmanagementpracticesand guidelinestostreamlinetheBLM’sadoptionprocess,instituteimprovementsandmanagement practicestocreateamoreefficientandconsistentprogram. The2001Fleishman-HillardReportandthe2005cooperativestudybetweentheNationalWild HorseandBurroFoundationandtheBLMentitledRepositioningtheMustangHorsetoIncrease AdoptionswithintheU.S.HorseIndustryservedasthefoundationfortheNAP. Thepractical knowledgeandexperiencefromdiscussionswithmembersofthedomestichorseindustryand mostimportantlywithBLMWildHorseandBurroSpecialistsandPublicAffairsSpecialists providemanyrecommendations,whichwereincorporatedintotheNAP. Inaddition,many BLMOfficesinstitutedinnovativeideastorunandpromoteadoptionevents. TheNAPisa compilationofthesebestpracticesfromeachStateandfromthereports. TheNAPestablishesaseriesofmarketingstrategiestoincreasetheexposureoftheadoption programandultimatelyincreasethenumberofsuccessfuladoptions. ItisimportantthatBLM consistentlypromotetheadoptionprogram. TheexperienceofattendingaBLMadoptionevent inCaliforniashouldbeverysimilartotheexperienceofattendingaBLManeventin Connecticut. Onepromotiontechniqueistodevelopaspecific“product’sbrandidentity.” The promotionalitems,includingpostcards,flyers,yardsigns,banners,advertisements,etc.,should looksimilarandshouldbelayered(promotedinseveralwaysinsteadofonlyoneortwo). Anothertechniqueistounderstandwhataproducthastooffertheconsumer,weneedtolookat thefeaturesandbenefitsandidentifytheimpactabenefithasonacustomer’slife-inother worditsvalue. Forexample,themustangisaherdanimal(afeature)whichmeansthatahorse ownerhastheopportunitytobecomethenew“herd”leaderformingaveryclosebondwithhis mustang(benefit). Thistranslatesinto,asenseofbelongingandconnectionandformany feelingvalued. Soultimatelywhataprospectiveadoptercaresaboutisnotthefactthatthehorse iseasytobondwith,butthoseemotionalvaluesthatthisrelationshipbringstohis/herlife. TheNAPcontainssomemarketingtermsthatmaybeunfamiliar. Onetermisthe“affinity market”-individualswhofeelanemotionalorspiritualbondwithhorses,heritageand/orland conservation. Anotherisrebrandingorrepositioning-changingthewaywelookatorvaluean item. Ingeneral,theNAPisacollectionofthebestmanagementpracticesandguidelinesthatcanhelp increasethenumberofanimalsadoptedandenhanceanindividual’sadoptionexperience. AdoptionBestPractices Determineadoptionmarket: Incorporateintothenationalgeographicinformationsystem (GIS)thefollowinglocal/regionalinformation,includingbutnotlimitedto: <£ Datacollectedfrompreviousyearsonpastadoptionsites. <$> Agricultural,social,andeconomicdemographics. <£ Locationofpotentialadoptersusingindividualcontactinformationwhohaverequested informationfromlocaloffices,aswellaspastadopters. <£ Distancethatadopterswilldrivetoanadoptionevent. <£ Postadoptionevaluation. <$> Affinitymarketdataincludingequinemagazinesubscribers,competitionanddisciplinegroup members,andcurrenthorseownersofotherbreeds. AffinitymarketdatawillaidtheState WildHorseandBurroLeadsindeterminingthetypeofanimalsthatareindemandbasedon thevariousdisciplinespracticedinthatarea. Determineeventlocationanddate:TheStateWildHorseandBurroLeadandPublicAffairs SpecialistwilluseGISinformationtoevaluatemarketsandpickpotentialsites. Onceselected, thePublicAffairsSpecialist,inconjunctionwiththeStateWildHorseandBurroLead,will reviewthedatatoselecttheeventlocation. TheStateWildHorseandBurroLeadandthe NationalMarketingTeamwillalsodetermineaone-totwo-yearnationaladoptionschedule. Thefollowingiscriteriaforselectingtheeventlocationanddate: <$> Pastadoptionsuccess. <$> Mediamarkets,populationcenters,andpublications. 3> Public’sinterestinareameasuredfromphonecallsandinquiriestoBLM,anddiscussions withlocalhorsecommunity. <$> Conflictswithmajorholidayactivities. <$> Considerconflictingactivitiessuchascommunityandotherhorseevents. Someeventswill workwellwithanadoptionwhileothereventswillnot. Determinethebestmonthtoholdtheadoptiontakingintoconsiderationlocalweather conditions,availabilityofthesite,andpotentialconflictswithotherlocationsinother jurisdictiontopreventcompetition. <£ OverlappingEvents. InformtheNationalMarketingTeamofeventlocationstoprevent eventsfromoverlapping. OncethelocationsaredeterminedtheywillbepostedontheNationalwebsitesoallstateswill knowwhereeventswillbelocatedandthedateofeachevent. Also,theNationalMarketing Teamwillassistindesigninglocalpromotionoftheeventstocomplimentthenational promotionoftheprogram. 2 Selectthetypeandnumberofanimalsforeachadoptionevent:Thenumberandtypeof animalsselectedforaneventwillbedeterminedbytheStateLead,NationalProgramOffice,and NationalMarketingTeamusingaffinitymarketinformation. <3> Theanimalsselectedshouldbeamixofage,color,gender,horsetypes,andburros. <$> Localmarketpreferences. Someareasofthecountryadoptcertainanimals: geldingsover maresandweanlingsover3yearolds. Thisinformationisnormallyderivedfrompast experienceandshouldberecordedforfutureuse. ^ Timingoftheevent. Therearetimesoftheyearwhenitismoreconducivetoadoptcertain animals,suchasmaresinfoalduringthewintermonthsandweanlingsinthefall. Events shouldbesetupwiththeseanimalsinmindduringthosetimesoftheyear. <$> Forspecificanimalpromotionthefollowingmaybeused,butnotlimitedtoo: Uniquecharacteristics(smallforchildren,hunters,ranchhorses,packhorses,etc.) Marepromotion Geldingpromotion Weanlings Halterand/orsaddletrained <$> Specificanimalpromotions. Itmaybedifficulttoholdspecificanimalpromotions. Factors suchasanimalillnessesandinjuriesmayadverselyimpactadoptionsuccessforspecific promotions. Priortotheevent,theadoptioneventcoordinator(StateWildHorseandBurro Specialist)andPublicAffairsSpecialistwilldevelopacontingencyplantosubstituteanimals incaseanyanimalbecomesillorisinjured. ThroughcontactwiththeFacilityManagers,the NationalProgramOfficeshouldknowwhichanimalsareactuallybeingshipped. AdoptionFacilitySelection:Oncetheeventlocationisselected,theStateWildHorseand BurroSpecialistwillevaluatepotentialadoptionfacilities. Thefacilitymustbeableto accommodateawildhorseandburroadoptioneventbasedonthecriterialistedbelow. Evaluationofafacilityandfinaldeterminationcanbemadethroughphonecallsanda mandatoryfacilitysitevisit,ifBLMisunfamiliarwithsite. Considerpublicperceptionwhenselectinganadoptionfacility. Isthefacilityhorseand peoplefriendly? ^ Thesizerequirementforafacilitywillbedeterminedbythenumberandtypeofanimals offeredforadoption. <$> Thefacilityshouldhaveaccesstointerstatesandmajorhighways. <$> Thefacilityshouldhaveacoveredarena. Thefacilitymusthavegoodfootingfortheanimals-absolutelynobareconcrete. 3> Adequatetype,height,andnumbersofpanelsshouldbeavailabletoaccommodatethe numberandselectionofanimalsthatwillbepresentedattheevent. 3 3> Theremustbeanequineveterinarianintheareathatiswillingtoworkwithwildhorsesand burros. Thereshouldbeadequateparkingforhorsetrailers,aswellassemitrucks. <£ Thereshouldbeagoodunloadingareaforsemitrucksaswellasagoodloadingareaforthe adopter’strailers. <$> Theareamustbefencedtoensurethewelfareoftheanimals. <*> Theremustbesecurityfortheevent. Anightwatchmenand/orlocalBLMlawenforcement onsiteisrequired. <$> Thereshouldbefoodandrefreshmentonsite. Thefacilityshouldhaverecommendationsof approvedvendors. <£ Thereshouldbepublicseatingduringtheevent. <$> TheremustbeanEMToncallduringtheevent. <£ Theremustbefirstaidonhand. <$> Theremustberestrooms,ideallywithhandicapaccess. <$> Theremustbepotablewateravailableforanimalsandthepublic. <$> Thereshouldbeelectricityforcomputers,lights,andpublicaddresssystem. <j> ThereshouldbephonesforBLMstaffandphonesforthepublic. $> ThereshouldbeanofficeprovidedbyBLMorthefacility. <•> ThereshouldbelodgingavailablewithincloseproximitytothefacilityforBLMstaff. <•> Evaluatetheabilitytousethefacilitymorethanoneyearifthefacilitywoulddecreasetheir costandthedemandwarrantsmultipleyearadoptions. Itispreferredtouseafacilitythatisusuallyusedforhorseeventswhencosteffective. Determineneededstaffskillmixforeachevent:Toensureasuccessfuladoption,Field Managers,alongwiththeadoptioncoordinatorandtheExternalAffairsChief,willdevelopa fullystaffedandskilledadoptionteambyidentifyingtheneededskills,assessingcurrentstaff skills,andmatchingindividualswithappropriatetasks. Volunteer’sskillandexperienceshould beconsideredwhileestablishingadoptionteam. Eachindividualwhoworksorparticipatesinanadoptionmustbeabletoexplaintheprogramto thegeneralpublicinaknowledgeableandcourteousmanner. Goodcustomerserviceis imperativetothesuccessoftheadoptionprogram. Toprovideeffectivecommunicationand customerservice,FieldManagerswillprovidestaffwithappropriatetrainingtoincludebasic horsecare,emergencytraining,andcustomerservicetrainingasneeded. 4 WildHorseandBurroEventCoordinator/Lead: <$> Skills: Possessleadershipskillstodelegate,coordinate,andmakedecisions. Abilitytoidentifythenecessarystaffskillmixesneeded. Assesscurrentstaffskill levelsandmatchwithappropriatetask. Publicspeakingexperience. Abilitytotalkcomfortablywiththegeneralpublic,aswellasthemedia. Knowledgeofallthelaws,regulations,andpoliciespertainingtothewildhorseand burroprogram. Knowledgeofwildhorseandburrobehavior. Knowledgeofbasicwildhorseandburrohusbandlyanddomestichorsehusbandry. Knowledgeofadministrativeproceduresandrequirements. <$> Responsibilities: Coordinationoftheentireevent. Identifythefacility. Procurethefacility. Coordinatewithlocalpublicaffairstoensurepre-adoptionpromotioniscompleted. SetandManagebudgetforevent. Determineiftheeventwillbeconductedin-housebyBLMstafforcontracted. ServeastheContractingOfficer’sRepresentative(COR)foranycontractsas appropriate. Arrangeandoverseevolunteersorvolunteercoordinator. Arrangeeducationalspeakersordemonstrationsby Farriers Veterinarians Trainers Ensurecontingencyandemergencyplansareinplace. Identifyandoverseethestafftoattendtheevent. Eachspecificeventshouldbe limitedto: In-houseadoption:Wranglers(2-3),AdoptionCoordinator(1),PublicAffairs(1), andAdministrativeclerk/wildhorseandburrospecialist(1-2). Contractedadoption:AdoptionCoordinator(1),PublicAffairs(1),and Administrativeclerk/wildhorseandburrospecialist(2). Completeandsubmittheanimalorderformfourweeksbeforetheevent. See attachment1. Ensureallactionitemsarecompleted. Seeattachment2. Ensurealladministrativefunctionsarecompleted. Coordinatefoodandtackvendorswiththefacilityowner. Coordinatewiththelocalequineveterinariantoprepareinterstatehealthcertificates forthereturnonremaininganimals. Ensureprofessionalsignageisused,suchas: Banners PromotionalSigns DirectionalSigns AdoptionFacilityMarquee Administrative/OfficeSigns Ensureinformationdisplaytableissetup. Interactwiththepublic. Walkaroundpenareaanddiscussindividualanimals,the BLManditsprograms,etc. Answerquestionsandassistpotentialadopterswhen theyareselectingananimal. Trackalleventexpenses. Provideadopterswithsupportinformationinpostadoptionpackets. Informationwill includegeneralhealthinformation,andcontactssuchasmentors,veterinarians,and farriersintheirState. StatescanorderfoldersfromthePrintedMaterialDistribution Services(PMDS). MuchoftheinformationcanbeprintedfromtheNationalWild HorseandBurrowebsite. Completethepostadoptionreport. Seeattachment3. AdministrativeClerk: <t> Skills: AuthorizedCollectionOfficer. Possessgoodcommunicationskills. KnowledgeofbasiccomputerprogramsusedbyStateOfficesatadoptions. ^ AdministrationFunction:Thefollowingfunctionsmaybecompletedbytheadministrative clerk,oranotherdesignatedstaffmember: Ensurethatallnecessarypaperworkisatthesitepriortothebeginningofthe adoptionevent: PrivateMaintenanceandCareAgreement(PMACA),applications, postadoptionpackets,etc. 6 Completepaperwork,includingkeepingtrackofanimalinventoryattheadoption. Assignthebiddernumber. Helpwiththeadoptionbiddingprocess. Processapplications,PMACA,handoutpostadoptionpacket,andcollectadoption fees. Interactwiththepublic. Answerquestionsandassistpotentialadopterswhenthey areselectingananimal. Wrangler: $ Skill Knowledgeandexperienceworkingandhandlingwildhorsesandburrosinasafe andhumanemanner. Possessgoodcommunicationskills. Knowledgeofgeneralwildhorse,burroanddomestichorsehusbandly. Knowledgeofbasicwildhorseandburrogentlingtechniques. KnowledgeofHennekeBodyScoringSystem. <£ Responsibilities: Safeunloadingandloadingofanimals. Safeandhumanesortingandhandlingofwildhorsesandburros. Feedingandwateringofanimals. Assessingandrecordinganimalcondition. Halteringwildhorsesandburros. Ensuringtheadopters’trailersaresafeandmeetBLMrequirements. Haulingwildhorsesandburros,ifneeded,fromthepreparationfacilitytothe adoptionandback. Interactwiththepublic. Answerquestionsandassistpotentialadopterswhenthey areselectingananimal. Promotinganadoptionevent: <£ TheState/FieldOfficewillhaveatleastonePublicAffairsSpecialistwhoisdedicatedforthe marketingandpromotionofadoptionevents. <£ ThelocalPublicAffairsSpecialistwillworkwiththeNationalMarketingTeamtoensurethat allprintmediahasthesamelookandisconsistent. TheNationalLogo,NationalWildHorse andBurroWebsiteaddress,and1-866-4MUSTANGSwillbeincludedsothepublic recognizesthatthisisaBLMsponsoredWildHorseandBurroAdoption. 7