Robert Bateman Get to Know Program

Start with the woodlot at the end of the street. Then you start to care, then you start to fall in love with nature. Then it's in your heart.
-Robert Bateman

For over ten years, the innovative and popular Robert Bateman Get to Know Program (G2K) has developed a series of initiatives designed to reconnect youth throughout Canada and the United States with the natural world. Morningstar has been instrumental in the program's ongoing development, coordination, branding, media, funding, and website design. Working with our great partners, we've turned G2K into one of the most influential environmental education opportunities in North America.

Our initiatives include:

• a hugely successful annual art, writing, photography, and videography contest
• an Interactive Educational CD (provided to over 2,200 schools)
• the first International G2K Unconference featuring preeminent researchers, educators, and speakers
• a line of nature-themed products
• a series of North American BioBlitzes
• sets of comprehensive lesson plans adaptable to any curriculum
• Virtual Hikes – interactive hikes full of engaging information about species that can be found during a "real" hike of the area
• Natural Treasure – combines searching for clues outdoors with challenging online adventures
• The Best Practices Resource Page for Teachers

Morningstar's ability to develop successful partnerships – in the public and private sector – is second to none. In order to secure funding for, deliver, and promote the Get to Know Program, Morningstar has developed relationships with over 180 partners including:

• U.S. Fish and Wildlife Service
• National Forest Foundation
• National Wildlife Federation
• Canadian Wildlife Federation
• Nature Canada
• Wildlife Habitat Canada
• World Wide Fund For Nature
• Parks Canada
• Shaw Communications
• Wal-Mart
• TD Friends of the Environment Foundation
• Scholastic
• Panasonic
• RioTintoAlcan
• Chevron
• Shell Environmental Fund
• Bushnell
• Prominent individuals such as world-renowned wildlife artist Wyland, Arnold Schwarzenegger, Roberta Bondar, Steve Nash, Richard Louv, and Jane Goodall.
• Globe & Mail
• National Post
• U.S. Forest Service
• Rogers Television

Robert Bateman Get to Know Contest

G2K's signature initiative is the Get to Know Contest. The contest invites young people (age 6-18) to experience nature firsthand and then share their experience by crafting creative works of art, writing, video, or photography. After a decade of success in Canada, the contest launched in California in 2009 and drew in nearly 7,000 entries from around the United States. Contest winners from both countries are featured in a Robert Bateman Calendar, win prizes, and attend special events (including a weeklong nature/art camp at Waterton Lakes Provincial Park).

Get to Know International Unconference

We organized and hosted the first Get to Know International Unconference from June 7th-9th, 2010, in Kelowna, BC. Unconference delegates from a variety of backgrounds (such as renowned artists Robert Bateman and Wyland and Parks Canada's James Bartram) focused on cultivating a continent-wide call to action to get kids outdoors and connecting with their neighbours of other species.

We took care of everything from initial planning, to getting together the delegates, to arranging accommodation and transportation, to the event itself. In the end, our goal was achieved: from feedback received, participants had a renewed sense of commitment to the cause and were inspired by the ideas they heard at the Unconference.

The Get to Know Program Youtube channel has video highlights of the Unconference.

Get to Know BioBlitzes

In celebration of the International Day of Biodiversity (May 22), G2K, through a close partnership with Parks Canada, organized a series of "BioBlitz" events. The BioBlitzes, which were held at 23 sites around Canada and the United States, were enormous successes: they provided a fun-filled day where kids could join biologists, park interpreters, and naturalists to connect with nature! Many kids were even able to try their hand at scientific species classification, photography, wildlife sketching, writing about nature, and discovering the natural history of their area. Each BioBlitz highlighted the unique features of their respective bioregions, helping all participants develop a deeper understanding of their environment.

Virtual Hikes and Natural Treasure

Virtual Hikes aim to embrace technology as a tool rather than a deterrent for facilitating more frequent outdoor experiences, and equipping young people – especially those from urban settings – with a greater environmental awareness. Using the latest technology, a virtual hike encourages young people to become more aware of the complexities of local ecosystems. The Get to Know Virtual Hike initiative gives young people the opportunity to explore and learn about their wild neighbours in a forest, park, or urban green space virtually, before heading out into the park "in real life."

Natural Treasure incorporates unique outdoor adventure with healthy activity and thrilling educational challenges. The program requires participants to locate impression stations hidden along a designated trail, chosen by local, on-site officials. Participants can use either GPS devices or a specially provided Natural Treasure map to find them. Each consists of a plaque engraved with a hieroglyph designed by Robert Bateman. Participants make an impression of each plaque on the entry form provided, and then use these to decode each hieroglyph through a series of challenges located on the Natural Treasure website. Along the way, the process highlights fascinating information about local plants and animals, equipping young people with knowledge about their wild neighbours.

Mission Creek Greenway

As a community-funded project, the Greenway required a complex communications strategy that encouraged public, corporate and government support. By incorporating media planning and placement with event planning and public relations, we were able to achieve a strong base of support – as well as over $1,000,000 in funding. The City of Kelowna has recognized this project as "one of most successful community funded project in Kelowna's history." The greenway has become an extremely popular, safe, and educational resource for nature lovers of all ages.

The highlights of Morningstar's strategy included:

• A high profile corporate breakfast, which attracted a record 700 local community leaders, public and private supporters.
• "A Creek Runs Through it" Initiative, which encouraged local school children to draw pictures of a portion of creek. These pictures were joined together and displayed all the way around Orchard Park Shopping Centre, and are still used in the interpretive signs and trail guides for the Greenway. The campaign was so successful that it won first place in North America for community outreach among shopping centres.
• The Green Team—a group of volunteers who encouraged local businesses to go green and support the Greenway.
• Two documentaries that detailed the hard work and organization that went into re-imagining this green space.

Alberta Electrical Safety Campaign

Morningstar worked with FortisAlberta, ENMAX Power Corp, AltaLink, ATCO, EPCOR, and the Government of Alberta to develop a comprehensive safety campaign geared towards reducing the number of electrical safety accidents occurring in Alberta. We were contracted to undertake extensive market research, and then apply it by developing all the graphic design, copy development, media placement and campaign evaluations necessary for the project.

In keeping with Morningstar's rampant dot-joining, one of our main recommendations was that the utility providers combine their public safety campaigns into one larger campaign that would focus on all areas of the province and would serve as a united front in their commitment to safety. The result was an enhanced communications network between Alberta's leading electrical utility providers, and the accumulation of an extensive database of information that was used during the research phase of the campaign.

Specific data was then collected and analyzed to determine each partner's customer base, service area, and length of distribution power lines. With this information, we were able to work with the partners to develop a strategy that outlined key messages that corresponded to the requirements of the campaign and to the demographic makeup of each partner's service area.

FortisBC

For almost ten years, Morningstar provided FortisBC and their PowerSense division with a variety of award-winning sustainability communications services that enhanced FortisBC's corporate projects and programs. We provided a comprehensive list of communications and planning, furthering their ability to enhance energy conservation and sustainability in British Columbia.

A few of the award-winning campaigns that Morningstar was responsible for:

• "Save Energy, Save Money, Save the Environment" (1998) Through this campaign, PowerSense exceeded its annual conservation targets and was recognized in 1999 with the BC Minister's Environmental award for engaging customers in energy efficiency programs.
• "A Whole New (Brighter) Generation" (2000-2001) Because research indicated that customers were not buying Compact Fluorescent Light (CFL) bulbs due to the greater cost, FortisBC made arrangements with retailers in the Kootenay and Okanagan to reduce pricing on Compact Fluorescent light bulbs from $25 to $5 for customers using a coupon that was included with their electric bill. As a result of this campaign, over 50,000 CFLs were sold in six months (about ten times the number sold in a typical year), realizing an annual energy savings of 1.25 million kilowatt-hours. The Campaign was so successful that it was recognized in 2003 by the Federal Government and featured in Time Magazine.
• Environmental Excellence Awards (1999-2007) Morningstar promoted the connection between the environment and a sustainable economy through energy efficiency. Based on this link, Morningstar developed the concept of an annual awards ceremony through which FortisBC recognized the environmental and efficiency efforts of their customers. This award is highly sought after by customers in the FortisBC service area who deserve recognition for their environmental efforts.

Myra Canyon Restoration Society

Following the Okanagan Valley firestorm, Morningstar was approached by the community to design, print and distribute a calendar that would serve as a fundraising tool for the Myra Canyon Trestles Restoration Society. Within four weeks, Morningstar generated advertising revenues to cover the costs of design and production of this beautiful 2004 calendar. As a result, the society raised over $20,000. Following the publication's great success, a 2006 calendar was produced with updated information and photos of the ongoing restoration process.

Thanks in part to Morningstar's help, by March of 2008, the Restoration Society's fund raising effort announced that the successful restoration of all Myra Canyon Trestles was complete. Morningstar continues to take great pride in our contribution to the cause of making this remarkable heritage site once again safe and open to enjoyment of all.

Nicola Valley Institute of Technology (NVIT)

Morningstar's messaging assisted NVIT in addressing the need within First Nations communities for individuals to preserve traditional culture and foster a connection between communities and education. Morningstar provided NVIT with communications services and outreach strategies focusing on First Nations students across British Columbia and Western Canada.

Okanagan Feature Lake Guide 2007

Working with the Freshwater Fisheries Society of BC, Morningstar coordinated the design and production of the guide, as a means to compliment the Learn to Fish program. Our efforts in 2007 helped to raise awareness about the initiative, encouraging many first-time young fishers to take part in the program; as of 2009, the society reports that over 30,000 youths have participated.Working with the Freshwater Fisheries Society of BC, Morningstar coordinated the design and production of the guide, as a means to compliment the Learn to Fish program. Our efforts in 2007 helped to raise awareness about the initiative, encouraging many first-time young fishers to take part in the program; as of 2009, the society reports that over 30,000 youths have participated.

Trudeau Family Alpine Safety Campaign

Morningstar designed and delivered this integrated, bilingual national multimedia campaign on behalf of the Trudeau family and the Government of British Columbia. Morningstar recruited several national celebrities to join Justin Trudeau as backcountry awareness spokespersons, including Nancy Green-Raine, Dr. Roberta Bondar, Rob Boyd, Patrick Morrow, and friends of Michel who were with him at the time of the accident. The ribbon-cutting launch ceremony of the public educational campaign, which took place in Nelson, BC in February 2002, was broadcast live across Canada on several networks, including CTV and CBC Newsworld. Handling media relations for one of Canada's highest profile families posed significant challenges, which were further impacted by the untimely death of the Right Honourable Pierre Elliott Trudeau. Morningstar met these challenges and ensured the success of the campaign, which surpassed the target of $940,000 set by the Trudeau family and BC Parks.

Altitude is Everything: Canadian Centennial of Flight

One of our most successful national public outreach initiatives to date has been the Altitude is Everything: Canadian Centennial of Flight in 2002-2003. This year-long campaign set out to raise awareness Canada's amazing contributions to aviation excellence. The scope of the project required the support and cooperation of over 50 major stakeholders and over $2 million dollars in sponsorship and donations, all raised through an aggressive fund-raising campaign. The success of the campaign was evident across the country, highlighted by extensive coverage on CBC Newsworld, and the integration of the Celebration of Flight with the Canada Day celebrations on Parliament Hill in 2003.

An essential aspect of the planning and implementation of such a large project was the management and coordination of a variety of activities and media demands. One of the valuable lessons we learned was how to adapt and alter the initial communications strategy to meet new conditions and new circumstances.

Some of the most successful elements of the campaign included: the creation of an award-winning poster and material to promote the Centennial. The coordination of flyovers by the world-famous Snowbirds over one hundred Canadian towns; the creation of a booklet aimed at Canadians aged 8 to 24, outlining Canadian contributions to flight; and the Coast to Coast Balloon Tour which visited all major air shows in Canada in the summer of 2003.

The campaign culminated in the production of a bi-lingual, one-hour live broadcast of a celebration of Canadian flight, hosted by the Canada Aviation Museum. This extraordinary international media event was the product of a joint effort between Morningstar and CBC Newsworld, and our strong relationships with the media ensured dynamic, nation-wide campaign exposure throughout the campaign.

BC Parks Visitors Guide

For more than ten years, Morningstar produced the Visitors Guide for BC Parks, a publication that provides the public with information about campgrounds, local places of interest to visit, directions, and contact information for making reservations. Morningstar was responsible for every element of this project: advertising sales, design, layout, printing and distribution. Starting in 2000, Morningstar produced the Okanagan Regional Guide, and in 2004 was awarded the contract to produce the first provincial guide. This yearly publication is produced on behalf of the Park Facility Officers (PFOs) in conjunction with BC Parks. The 2005 edition was distributed across British Columbia in May 2005.

The goal to provide a wealth of information to those visiting the province, while also increasing awareness about BC's breath-taking natural wonders was continually met thanks to our exemplary communication, organization, and distribution ability; and when coupled with clean, stylish copy writing and graphic design, Morningstar's product continually impressed while it educated.

Alberta Visitors Guide

Morningstar worked closely with Alberta community development, Alberta Parks and Protected Areas and other organizations to develop a publication to educate park visitors and outdoor enthusiasts about some of the exhilarating destinations and engaging activities available to them while touring the province.

Beginning at the earliest stages of research, and progressing through the writing, layout design, and publication and distribution stages, Morningstar's team oversaw every detail of the project. Our designers lent a stylish, modern look to the guide, and ultimately created a highly readable format that was fun to look and easy to navigate. Throughout the project, we ensured clear, efficient communication between various public and private sector parties across the province – and provided valuable feed-back to these parties about how to energize tourism in Alberta by way of this new guide.

Morningstar continued to nurture the project long after the publication was distributed, as we went on to provide additional marketing, advertising, and promotional services to our partners. This attention to the fine details of a PR campaign guaranteed the project was highly successful and reached as broad a visitor base as possible.

Al Stober Construction Achievement Video

In celebration of the achievements of Kelowna-based Al Stober Construction, Morningstar created a 15 minute documentary-style video chronicling the career of founder Al Stober, touching on Mr. Stober’s early life, his contributions to intelligent development practices, and his legacy of work in the Okanagan Valley.

Morningstar took care of all script writing, video development, sound editing, production, filming, and liaising between contributors. The video was presented at a high-profile evening event and was very well received by Mr. Stober, his family, and guests.

Harrison Natural Spring Waters

Harrison Natural Spring Waters required a brand that conveyed graphically the refreshing quality of their water. By using monochromatic varieties of blue and flowing curvature, Morningstar achieved such a brand for Harrison Natural Spring Waters and incorporated it into their associated collateral—including brochures, letterhead, and business cards.

Morningstar also researched the North American market for their product and identified numerous sales opportunities in the Pacific Northwest. Morningstar ensured that the brand would be aesthetically pleasing and perfectly placed given current market dynamics.

Summerhill Pyramid Winery

Morningstar has a long, productive, and ongoing partnership with the acclaimed all-organic Summerhill Pyramid Winery and Bistro. We have been inspired by Summerhill’s visionary leadership in developing and implementing the most sustainable winemaking practices in the country. Some of the services that Morningstar has rendered to Summerhill include:

• Sale and promotion of Robert Bateman Get to Know-branded wine
• Development of professional sell sheets, tent cards, promotional flyers, and press releases
• Campaign to raise awareness of Summerhill’s practices and philosophies through collaboration with the University of British Columbia
• Ongoing consulting work on applications to the Agricultural Land Commission

Vancouver Island Air-source Heat Pump Program

The communications and marketing campaign strategy for the Capital Regional District Cooperative Heat Pump Program that Morningstar developed was designed to educate residents, businesses and industry about heat pumps and their benefits through a variety of sales strategies and marketing materials. The goal of the campaign was to have 100 new heat pump systems installed in the Capital Regional District (CRD) by March 31st, 2007, or an approximate savings of 3200 GJ.

Heat pump manufacturers and their dealers on Vancouver Island were invited to join a stakeholder working group. By inviting dealers from throughout the island, other communities had the opportunity to benefit from the program, even though the primary focus remained the CRD. The stakeholder groups provided valuable information regarding community events and opportunities to raise awareness through participation.

Editorial coverage highlighting the benefits and achievements of the program was secured and the program also worked to recognize the achievements of manufacturers, dealers, and customers through the development of in-depth testimonials.

City of Kelowna Sustainability Group

In close consultation with the City of Kelowna’s Department of Infrastructure Planning, Morningstar carried out research to determine best practices among sustainability advisory groups in North American cities in order to create a similar group for Kelowna. Overwhelmingly, we found that the most successful initiatives were those that worked to simultaneously develop sustainable initiatives and increase citizen engagement.

As such, Morningstar is currently working with the Department of Infrastructure Planning to begin planning a comprehensive strategy to create and manage a sustainability group with the intent of becoming financially self-sufficient within two years.

By bringing together key stakeholders in the community with City Staff on a regular basis, coupled with an innovative social marketing campaign, we hope to see some of the real behavioural change needed to bring forth true sustainability.

Pic River Solar Farm Consulting

In late 2010, Morningstar conducted a preliminary, high level estimate of the potential size and cost of a solar farm on two 200 acre parcels near Dorion, ON. Morningstar is currently at work preparing a preliminary options assessment report and engaging in discussions with Hydro One. Morningstar is also assisting in preparation of an in-depth FIT Program application.

Essencia Sustainable Residential Development

Essencia was a unique development to be built adjacent to Royal Roads University in Victoria, on the edge of the largest temperate rainforest in the world.

Morningstar was tasked with creating a branding package to reflect how the lifestyle and goals of Essencia residents were ones of post-materialist residents. Post Materialists consider the further acquisition of material wealth a low priority; they focus on a “one-world” view, putting their time and effort into developing a more sustainable lifestyle and fostering understanding across cultures.

Morningstar carried out extensive market research and focus groups to determine, develop, and ultimately deliver an eye-catching brand identity, copy and designs for newsletters, and branding packages.