National adoption plan

2005·11 MB·English

by  United States. Bureau of Land Management

BLMLIBRARY
88070153
Bureau ofLand Management
NationalAdoption Plan
August2005
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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
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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.
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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.
<$> Thefacilityshouldhaveacoveredarena.
Thefacilitymusthavegoodfootingfortheanimals-absolutelynobareconcrete.
3> Adequatetype,height,andnumbersofpanelsshouldbeavailabletoaccommodatethe
numberandselectionofanimalsthatwillbepresentedattheevent.
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3> Theremustbeanequineveterinarianintheareathatiswillingtoworkwithwildhorsesand
burros.
Thereshouldbeadequateparkingforhorsetrailers,aswellassemitrucks.
<£ Thereshouldbeagoodunloadingareaforsemitrucksaswellasagoodloadingareaforthe
adopter’strailers.
<$> Theareamustbefencedtoensurethewelfareoftheanimals.
<*> Theremustbesecurityfortheevent. Anightwatchmenand/orlocalBLMlawenforcement
onsiteisrequired.
<$> Thereshouldbefoodandrefreshmentonsite. Thefacilityshouldhaverecommendationsof
approvedvendors.
<£ Thereshouldbepublicseatingduringtheevent.
<$> TheremustbeanEMToncallduringtheevent.
<£ Theremustbefirstaidonhand.
<$> Theremustberestrooms,ideallywithhandicapaccess.
<$> Theremustbepotablewateravailableforanimalsandthepublic.
<$> Thereshouldbeelectricityforcomputers,lights,andpublicaddresssystem.
<j> ThereshouldbephonesforBLMstaffandphonesforthepublic.
$> ThereshouldbeanofficeprovidedbyBLMorthefacility.
<•> ThereshouldbelodgingavailablewithincloseproximitytothefacilityforBLMstaff.
<•> Evaluatetheabilitytousethefacilitymorethanoneyearifthefacilitywoulddecreasetheir
costandthedemandwarrantsmultipleyearadoptions.
Itispreferredtouseafacilitythatisusuallyusedforhorseeventswhencosteffective.
Determineneededstaffskillmixforeachevent:Toensureasuccessfuladoption,Field
Managers,alongwiththeadoptioncoordinatorandtheExternalAffairsChief,willdevelopa
fullystaffedandskilledadoptionteambyidentifyingtheneededskills,assessingcurrentstaff
skills,andmatchingindividualswithappropriatetasks. Volunteer’sskillandexperienceshould
beconsideredwhileestablishingadoptionteam.
Eachindividualwhoworksorparticipatesinanadoptionmustbeabletoexplaintheprogramto
thegeneralpublicinaknowledgeableandcourteousmanner. Goodcustomerserviceis
imperativetothesuccessoftheadoptionprogram. Toprovideeffectivecommunicationand
customerservice,FieldManagerswillprovidestaffwithappropriatetrainingtoincludebasic
horsecare,emergencytraining,andcustomerservicetrainingasneeded.
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WildHorseandBurroEventCoordinator/Lead:
<$> 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.
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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.
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