Centennial Planning Committee Minutes 2006

July 11, 2006

Attending: Nancy Davis, Carol Green, Tom Hinckley, Tom Mentele

1. Approval of minutes.
As a first order of business, the minutes from the Centennial Planning Committee meeting of June 27 th were addressed. Some amendments/corrections were made to those minutes:

(Item1) The first item (paragraph) under “Roundtable Discussions” in the June 27 th will be amended to read as suggested by Cecilia in previous emails as several committee members felt the original text contained an overstatement regarding the tag line and the motion by Brian to develop a few variations for the group.

(Item 2) The group approved use of new fern logo to be used within Centennial marketing materials. Cecilia will ask publication services to come up with several images incorporating the fern, college name, etc. Nancy made a motion that we send out these multiple options for committee members to consider. Motion passed.

The minutes of June 27 th were approved with noted changes.

Themes
The title of the CFR Lecture Series was discussed. “Sustaining our World” was suggested. Tom Hinckley noted that this was a rather bold statement and, perhaps, too grandiose for our purposes. The group decided that “Sustaining our Northwest World” (as used in the past) was more appropriate. The group discussed topic ideas and the need to, at the very least, identify a basic theme for speakers to follow.

Communications; brand, logo, web
Discussion of this item was tabled until Cecilia returns.

Audiences and messages
The group identified the different groups (populations) we are trying to engage with and how we might use a different context to our theme depending upon which population we're talking to. Different sub-themes could be developed for each group. The groups are: students

1. general community
2. politicians/government officials
3. alumni
4. academia at large
5. industry

The committee took some time to brainstorm each sub-theme in order to develop a consistent message which would resonate for that group.

Ideas

New Students

• jobs/employment
• shaping the environment
• making a difference (via knowledge)
• (Duke's logo)
• “pea-patch” to president
• environmental literacy

Alumni

• future direction of CFR and tech
• recognition for good deeds
• camaraderie
• big issues such as stewarding natural resources in increasingly urban environment
• facing change & instability
• change in stature of field
• nostalgia and pride
• countdown of the decades

General community

• helped shape Northwest and Seattle (culture, economy ecology)
• images of forestry offering alternate and multiples images (restorer of land)
• sustainability of environment

Politicians/Elected Officials

• effect on the economy…economic drivers…jobs…business
• effect on the quality of life
• RTI, NWFD, CMER, Streamside studies (water program), Cedar River watershed & CFRs role
• water quality/quantity
• research drivers
• climate change
• invasive species, pandemics, ecosystem health, fire

Academic

• long-term credibility
• highlight research via other means;
• Send a team to Toronto 's 2007 centennial? (differences, similarities, session, SWOTS, our centennial team to the forestry summit
• sponsorship
• Establish a sense of history to adorn the college; footprint of the college. Timeline.
• collection of future focused essays – then & now

Tom Mentele suggested we come up with a roadshow poster display idea with the future focus provided by faculty. The “roadshow” could be moved around to various events/activities and eventually incorporated into a book. The first opportunity to display would be at the Legislative reception. The book would then be given to people at the gala event as a keepsake. Carol noted that we could take pieces from “The Long Road Traveled” and add to it (because it ends at 1965).

Lecture Series speaker ideas:

Several names were mentioned including: Jack Ward Thomas, Joel Holtrip, Char Miller, Harold Steen, Thicken. The group decided that a good approach for the CFR Lecture Series theme would be:

• historians to set the stage

•  Anderson, or others

• current issues

•  Head of EPA, USFS, DNR, others
•  Steineman, Franklin or others

• future
• Gore, or others

The group decided by consensus that the title to be used for the CFR lecture series may be (to be determined by the committee upon a motion in the next meeting):

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6/27/2006

Attending:
 
1. Roundtable discussions:

• Some commitee members want a bolder impact statement to strengthen the base tag line; something that ignites passion and inspires involvement during the centennial. Several felt that this is a big opportunity and we really need to think out of the box. Others felt that the base tag line needs at most the addition of "100 Years" or "Celebrating 100 Years" to provide an effective and strong message. Cecilia will develop a few alternatives for the next meeting.
• Visual brand/logo to be developed for print and electronic media; letterheads, cards, website, invitations awards and momentos; Cecilia to work with Pub Services for presentation at next meeting. The look will likely follow along with Carol's suggestions from the previous meeting. The logo needs to be printed on paper and other substrates, transferrable to the web, awards, and momentos.
• The group discussed setting expectations and the importance of a strong launch and finale. This involved getting the calendar out prior to November, positioning the actual launch event at the CFRAA Banquet, and creating a strong show at the January reception in Olympia .
• The next major event will involve the CFR/UWAA Sustaining Our NW World Lecture Series. It was felt that finding the right theme and high profile speakers will be crucial. Names like Bruce Bare, Steve Anderson, Bill Ruckelshaus, Al Gore, and Dan Evans were suggested as opening speakers. Roger Hoesterey, Cecil Andres (sp?), Kenton Miller, and Anne Steineman were disucssed as second or third speakers. Theme structure may be 1) Define our NW world, 2) Identify issues affecting it's sustainability, 3) focus on a key element or example of a sustainable solution and how it creates a better future for here and around the globe. Or, on the otherhand, it was suggested that the speakers be left to discuss whatever they want with regards to the sustaining our NW world.
• Each quarter will involve a strategic focus and an overview of dates will be distributed for discussion. The group wants our event schedule to keep spotlight on the college, while maintaining high quality, high impact event schedule, and communications package.
• It was also suggested that we be inclusive of our entire community, while also recognizing the people who have, and will, make this institution great in the future.

  Events and Communications

Fall Quarter 2006: Get the word out, set expectations
•  September Wetlands Safari and various mailings, message mediums
•  ASAP Hold the Date Cards with firm and tentative dates
•  October Fall Newsletter
•  Nov 3 CFRAA Banquet Roll Out
•  Nov 14 Direct mail announcement to all alumni and friends; calendar
•  Nov 21 Feature in Working Forest Forum
•  December Winkenwerder Tree Party (TBD) (?)

Winter Quarter 2007: Focus on a strong kick off & media blitz
•  January UW Career Fair
•  January Legislative Reception in Olympia (Date TBD 1/18?)
•  January Media briefing and reception (TBD)
•  February/March March Lecture Series (2/8 Reception, 2/23 Lecture, 3/8 Lecture)
•  February March Distinguished Alumni Seminar Series (TBD)
•  February NWFGS event (2/13 Gala)
•  March - Denman Series (TBD)

Spring 2007: Focus on active engagement
•  March UWAA Dawg Days Centennial Reception (TBD)
•  April CFRAA Arbor Days (TBD)
•  April Washington Weekend Open House and Symposia (April 26 -27)
•  April SAF Regional Meeting Centennial Presentation (TBD)
•  May CFR Scholarship Luncheon (May 3 or May 10)
•  May WPPF Banquet (Middle of May TBD)
•  May Distinguished Alumni Seminar Series (TBD)
•  May Centennial Day at Pack Forest (TBD)

Summer 2007: Focus on regional and globl partners
•  May St. Helens Forestry Safari ( Research Centers , possible CFR Bus Tour) (TBD)
•  May CFR Spring Safari: Garden tour at Hill Crest (TBD)
•  June Denman Series (TBD)
•  June Centennial Graduation Party (TBD)
•  June Media Reception (Move to January)
•  July Research/Program Events; BRSE, ONRC, WRCC, WFC, WHS

Fall Quarter 2007: Focus on our Centennial Relationships
•  September Suzallo Gala (September 8)
•  September UW Dinner Series Parties (TBD)
•  October CFR Fall Tree Festival Safari (TBD)
•  October Denman Series (TBD)
•  October SAF National Meeting Centennial Presentation (TBD)
•  November CFRAA Banquet & Centennial Gala (TBD, likely Nov 2)
•  November Homecoming Football Game BBQ (TBD, likely Nov 3)
•  December Winkenwerder Tree Party (TBD)
•  December Holiday Party (TBD)

Meeting Dates; 2 nd Tuesday of each month with additonal meetings as agreed upon

July 11 th , 2006 10:00 am A107
August 8 th , 2006 10:00 am A107
September 12 th , 2006 10:00 am A107
October 10 th . 2006 10:00 am A107
November 14 th , 2006 10:00 am A107
December 12 th , 2006 10:00 am A107

Follow up items:

See Goals and Objectives Chart for your follow up items. Please send updates prior to meetings if possible to lorig@u.washington.edu

GOALS AND OBJECTIVES
Revised June 27, 2006 

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6/12, 6/13, 2006  

Attending: Carol Green, Brian Boyle, Ann Forest Burns, Nancy Davis, Sally Morgan, Tom Mentele, Janet Wainwright, Cecilia Paul, Lori Grobman

1. General Discussion:

• Janet's group presented potential themes for group discussion. Although the group split intially, “Creating Futures Since 1907” was generally agreed upon, provided a suitable impact statement and segmented sub-themes could be developed to accompany the base tag line.
• An overview of event dates was reviewed and the group agreed to offcially roll out on Nov 3, 2006 at CFRAA Banquet. This will be followed up with a direct mail piece dropped to all alumni and friends. Prominent feature of the logo or brand will occur as soon as possible on web-site.

2. Outline of Events for the Centennial Year (preliminary)
We adopted the general schedule below and a list of firm and pending dates:

Fall Quarter 2006: Get the word out, set expectations

•  ASAP Hold the Date Cards with firm and tentative dates
•  Nov 3 CFRAA Banquet Roll Out
•  Nov 14 Direct mail announcement to all alumni and friends; calendar
•  Nov 21 Feature in Working Forest Forum
•  December Winkenwerder Tree Party (TBD)

Winter Quarter 2007: Focus on a strong kick off & media blitz

•  January Legislative Reception in Olympia (Date TBD 1/18?)
•  February/March March Lecture Series (2/8 Reception, 2/23 Lecture, 3/8 Lecture)
•  February March Distinguished Alumni Seminar Series (TBD)
•  February NWFGS event (2/13 Gala)
•  March - Denman Series (TBD)

Spring 2007: Focus on active engagement

•  March UWAA Dawg Days Centennial Reception (TBD)
•  April CFRAA Arbor Days (TBD)
•  April Washington Weekend Open House and Symposia (April 26 -27)
•  April SAF Regional Meeting Centennial Presentation (TBD)
•  May CFR Scholarship Luncheon (May 3 or May 10)
•  May WPPF Banquet (Middle of May TBD)
•  May Distinguished Alumni Seminar Series (TBD)
•  May Centennial Day at Pack Forest (TBD)

Summer 2007: Focus on regional and global partners

•  May St. Helens Forestry Safari (Johnson Ridge and Research Centers ) (TBD)
•  May CFR Spring Safari: Garden tour at Hill Crest (TBD)
•  June Denman Series (TBD)
•  June Centennial Graduation Party (TBD)
•  June Media Reception (TBD)
•  July Research/Program Events; BRSE, ONRC, WRCC, WFC, WHS

Fall Quarter 2007: Focus on our Centennial Relationships

•  September Suzallo Gala (September 8)
•  September UW Dinner Series Parties (TBD)
•  October CFR Fall Tree Festival Safari (TBD)
•  October Denman Series (TBD)
•  October SAF National Meeting Centennial Presentation (TBD)
•  November CFRAA Banquet & Centennial Gala (TBD, likely Nov 2)
•  November Homecoming Football Game BBQ (TBD, likely Nov 3)
•  December Winkenwerder Tree Party (TBD)
•  December Holiday Party (TBD)

Meeting Dates; 2 nd Tuesday of each month with additonal meetings TBD

 •  June 27 th , 2006 10:00 am A107
•  July 11 th , 2006 10:00 am A107
•  August 8 th , 2006 10:00 am A107
•  September 12 th , 2006 10:00 am A107
•  October 10 th . 2006 10:00 am A107
•  November 14 th , 2006 10:00 am A107
•  December 12 th , 2006 10:00 am A107

4. Follow up items:

See Goals and Objectives Chart below for your follow up items. Please send updates prior to meetings if possible to lorig@u.washington.edu

GOALS AND OBJECTIVES

Revised June 16, 2006

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5/23/2006

Attending: Carol Green, Brian Boyle, Neal Lessenger, Ann Forest Burns, Bob Dick, Maureen Frisch, Nancy Davis, John Wott, Jim Fridley, Sally Morgan, Tom Mentele

1. General Discussion and Approval of Previous Minutes:

• Minutes were approved. All concepts are subject to idenitfying desired outcomes, marketing objectives, and budget approval.
• Centennial will run with calendar year; potentially opening with a reception and closing with the College Holiday Party. Major public events will include Winter Lecture Series and the CFRAA Banquet.
• An overview of dates will be published soon, and key individuals will be informed.

2. Outline of Events for the Centennial Year (preliminary)
In general we will follow our standard suite of events, and add and revise subject to achieve our objectives, engage key audiences, and deliver outcomes within our budgetary constraints. Here is a list of potential events by quarter, beginning with Winter Quarter 2007:

Winter Quarter: Focus on a strong kick off & media blitz

•  January - Then and Now Reception
•  February - March Lecture Series and Receptions
•  February - March Distinguished Alumni Seminar Series
•  February - NWFGS event
•  March - Denman Series

Spring: Focus on active engagement

•  March - UWAA Dawg Days Centennial Reception
•  April - CFRAA Arbor Days
•  April - Washington Weekend Open House and Symposia
•  May - Super-natural Living laboratory Events; Our campus at large
•  May - Distinguished Alumni Seminar Series
•  May - Programs, Centers, Affiliates; Miller, SMC/PFC/RTI, WPPF, AF

Summer: Focus on regional and global partners

•  May - St. Helens Forestry Safari at Johnson Ridge
•  June - Denman Series
•  June - Graduation Party, Legislative Receptions
•  June - High amperage media relations
•  July - Research/Program Events; BRSE, ONRC, WRCC, WFC, WHS

Fall Quarter: Focus on our Centennial Relationships

•  September - Suzallo Gala
•  September - Dinner Parties
•  October - Fall Tree Festival
•  October - Denman Series
•  November - CFRAA Banquet & Centennial Gala
•  November - Homecoming Football Game
•  December - Holiday Party

3. Market Plannning to Achieve our desired outcomes, goals, and obejctives
The group would like to schedule another meeting in the next 10 working days dedicated to this subject, and scheduled around the calendars of those who could not attend todays meeting, referencing the May 10 th section on Marketing; Objectives, audiences, brands and messaging, and Desired Outcomes.

Some potential themes and ideas:

•  Quality of life in Pacific Northwest and our Living Laboratory
•  Reunion/Unity; A River Runs Through It.
•  Artistic Expressions
•  Forests from Wildlands to Windowboxes: working forests, urban forests, and collections
•  Products from the Forest used by society
•  Creating Futures since 1907: Then, Now, and the Next 100 Years
•  Relevancy; Elevating the opinions of the people who matter to achieve our objectives
•  The “Purple and Gold Standard”; The Best College of Forest Resources in the World
•  Recognition; Celebrating 100 Year Relationships
•  “Discover the Real World”; Educating the next generation of leaders and scientists
•  Intra campus seminars; applications at other colleges.

4. Follow up items:

Tom: Send out other Centennial links and websites provided by Carol to the group
Nancy : Email Nancy 's Centennial Guide Book outline for group reading and comments
Tom: Email the schedule of Standing Meeting Dates
Lori: Distribute a Committee Roster and post to web site
Cecilia: Create a working web site for minutes, rosters, reference documents, links.
Tom: Schedule Marketing Meeting
Group: Create/think about hubs and send me a list of key individuals & events
•  Bob, Ann, Maureen to forestry and industry circles
•  Brian to NGO's and Agencies
•  Neal and John to Hort and Collections
•  Carol to Libraries and arts,
•  Cecilia to internal communications and media,
•  Janet to extrernal communications and media
•  Tom to donors, friends and alumni
•  All to identify who else should be on this committee
•  All to identify other key groups/links

5. Parking Lot Notes:
Get on President Emmerts and politico schedules
Set dates and inform people soon
Focus on Visiting Day
Reserve parking for Washington Weekend
Obtain Homecoming date

For new business items requiring more than three minutes, please contact Chair Tom Mentele or Administrative Coordinator at or 206-543-4060 to be added to an agenda. Centennial web site address: www.cfr.washington.edu , select Centennial Committee page (note: this web page is work in process).

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5/10/2006

Attending: Carol Green, Brian Boyle, Sally , Tom Mentele, Michelle Trudeau, Janet Wainwright

1. Defining the Celebration; Creating a successful Centennnial:
The Centennial Celebration will be a year long “re-union” of sorts for the entire college. Themes and messages need to be developed. These should appeal to all the stakeholders; alumni, students, recruits, agencies, NGO's, academia, and partners in the PNW and across the world.

The Centennial Year will be celebrated over the calendar year of 2007 beginning January 1 st and running through December 31 st .

The celebration will involve our typical suite of annual events, along with special events and features to make the year meaningful while reflecting the importance of our field to society.

2. Defining Events and Activities
A calendar of events needs to be developed and distributed quickly for planning and budgeting purposes.

The Winter Lecture Series is the logical start and the group felt the CFRAA Banquet would be desirable finale. Other events like Washignton Weekend, Arbor Day, etc. may be integrated into our plans. Permission will be sought from the CFRAA in this regard.

3. Developing a Marketing and Communications Plan
Our communications plan should provide recognition of the past, present, and future value of our college, and involve the UW Presidential Administration, the media, government and public interest groups. Statements should be read into the legislative record, and the governor could be encouraged to name one day CFR day.

Marketing should be multi-faceted and target alumni, students, and recruits, for college growth and financial sustainability. A web site and gift fund need to be established.

Competing centennials on campus need to be identified, and examples of other centennials should be researched.

Our communications should add prestige; timelessness, and potentially involve essays by the decade, colloquial input, web history. Artistic and cultural expressions should be used to convey our value to society. All senses should be stimulated during the centennial events; sight, smell, touch, sound. Events, symposia, films, art displays and other media need to be developed to convey messages, raise awareness and involvement in the future of the college. Museums and Libraries, and special collections, will be key partners.

Recognition of leadership, self-examination, future projections should be emphasized, in both local and global contexts.

A budget must be developed for planning purposes and sponsorships could be sought.

The group identified possible corporate sponsors from forest products sectors, NGO's and community leaders such as Microsoft, Starbucks, Nordstrom, Weller Productions, Costco, Vulcan, others.

Potential themes and messages include:

•  quality of life in Pacific Northwest
•  Reunion
•  Coordinating with artistic expressions
•  Forests

4. Desired Outcomes of the Centennial
Consciousness raising, community involvement, and increased engagement were identified as the general outcome of the centennial.

Greater alumni participation, especially with younger alums – targeted to decade in needed; we are at about 17% participation in the fundraising campaign and the CFRAA, Forest Club and SAF would like to grow along with us.

The Centennial must create energy, involve our media partners, get lots press, improve external relations, cause a groundswell of pride, and stimulate future undergraduate and graduate growth.

The Centennial should engage all corners of the College; Arboretum, UWBG, Forestry, Paper, ecology, national and global partners, with tours and celebrations intended to help define and unify relationships among stakeholders.

The Centennial should shine spotlight on our greatest alumni & bring DC here; proclamation into reports. Notify local staff. Correlate funding & governmental leadership; schedule with staff.

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