The Situation:
The Last 6000 campaign is a volunteer-led effort formed in response to the 2016 Seattle Tree Canopy Cover Report, which revealed only 6,338 “majestic” trees -- those with a trunk diameter of 30 inches or greater – remain in Seattle. Since its inception, the Last 6000’s goal has been to find and document Seattle’s “majestic” trees, many of which are in danger of being removed because of ongoing urban and residential development.
Following news that Seattle’s new tree ordinance would go into effect August 1, 2023, the Last 6000 hired Team Soapbox to provide communications recommendations and outline a strategic plan for sharing results collected as part of its ongoing tree census.
The Approach:
Beginning in July 2023, amid an influx of grassroots activism for Seattle’s “majestic” trees, Team Soapbox worked with the Last 6000 to identify existing communication gaps and name the specific goals the campaign seeks to achieve through sharing tree data.
Using that information, we developed a three-phase strategic communications plan to be implemented by the Last 6000 volunteers to capitalize on current media coverage and extend the campaign’s reach. Our plan aimed to ensure optimal capacity within the Last 6000 team and facilitate the development of essential resources and materials for effective community outreach.
We realized in early conversations with the Last 6000 that the best way to share tree census data with the public would be via a comprehensive and searchable online database accessed through the campaign’s website. Our recommendations specifically detailed affordable alternatives for developing the database with support from local partners and educational programs teaching geographic information systems.
Our recommendations also included upgrading the Last 6000’s website and eNewsletter and utilizing social media accounts to engage and recruit followers/volunteers to help amplify its mission.
The Result: Team Soapbox delivered a final draft of our recommendations to the Last 6000 in mid-August so Phase 1 tactics could be implemented immediately. The Last 6000 is currently redesigning its website, which will include a new “Media” page and allow for more functionality for sharing video and social media content. The campaign also recently connected with someone from Tableau, who has offered to help digitize the tree census data. Team Soapbox is available to support the Last 6000 with components in Phases 2 and 3 (media outreach, partnership building, fundraiser campaigns) when they are ready.