#100 - 197 North 2nd Ave., Williams Lake, BC V2G 1Z5Phone: (250) 305-1003 or 1-888-933-3722 • Fax: (250) 305-1004

www.bcinvasives.ca | info@bcinvasives.ca | ISCBC Charity Registration #856131578RR0001

TOGETHER • PREVENT • RESTORE

PlantWiseAmbassador Package

2015

PlantWise Program Manager & Industry ContactDanielle Toperczer, PlantWise Program Manager, ISCBC

Email: dtoperczer@bcinvasives.caPh: (250) 503-1588

PlantWise Consumer Program Facilitator Evan Rafuse, PlantWise Program Coordinator, ISCBC

Email: erafuse@bcinvasives.caPh: (250) 320-5983

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TABLE OF CONTENTS

PlantWise Ambassador Program Overview ................................................................................... 1

PlantWise Ambassador Training Requirements .............................................................................. 2

Resources ............................................................................................................................................ 3

Data Collection ................................................................................................................................. 5

Reporting Requirements ................................................................................................................... 7

Media Guidelines .............................................................................................................................. 8

Appendix 1: Media Template (Media Advisory) ............................................................................ 9

Appendix 2: Media Template (News Release) .............................................................................. 10

Appendix 3: Example PlantWise Interaction Script ........................................................................ 11

Healthy garden

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PlantWise Ambassador Program OverviewThe PlantWise (PlantWise) Program was designed to prevent the introduction and spread of invasive plants moving through common pathways—specifically, the horticultural industry. This program encourages plant enthusiasts, environmental stewards, the general public and operators in the horticulture trade to adopt the PlantWise mindset simply by making a responsible, long-lasting and effective behaviour change. By choosing to utilize only alternative, non-invasive plants, people are enabled to do their part to prevent the introduction and spread of horticulturally invasive plants in BC. Likewise, as the demand for non-invasive alternatives increases, the supply for invasive plants should decline.

The 2015 PlantWise Ambassador Program focuses on creating partnerships with groups involved in horticulture activities, home gardening, environmental stewardship and/or invasive plant management. ISCBC will provide all Ambassadors (partners) with the necessary tools and training. Ambassadors will be responsible for integrating and delivering consistent PlantWise information and messaging into their current program initiatives. Partners may include government agencies, industry groups, as well as regional and community stewardship groups.

Becoming an Ambassador involves:

4 Being part of a coordinated, province-wide, network of Ambassadors;4 Educating others on horticulturally invasive plants; 4 Delivering the PlantWise message at businesses, events, presentations, workshops and/or in

other venues; 4 Seeking commitments from plant enthusiasts;4 Minimal reporting to support program evaluation

ISCBC will provide Ambassadors with the necessary tools to deliver the PlantWise message effectively. These include:

4 PlantWise training;4 PlantWise Resources;4 Additional support as needed.

Thank you for partnering with ISCBC and becoming a PlantWise Ambassador!

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PlantWise Ambassador Training RequirementsPlantWise Ambassadors and associated staff are required to successfully complete PlantWise training prior to delivering the PlantWise message and distributing resources. This will ensure that all Ambassadors have a sound understanding of the program and that the messaging being delivered is consistent across BC.

Upon completing the mandatory PlantWise training modules, each Ambassador will be required to complete a short quiz to test their understanding of the program. All quizzes must be submitted to the PlantWise Program Manager/Facilitator for review and comment.

PLANTWISE AMBASSADOR TRAINING (MANDATORY)All PlantWise Ambassadors MUST complete the following pre-recorded training modules prior to delivering the PlantWise message. These training modules are available on the ISCBC website at bcinvasives.ca/resources/programs/plant-wise

1. Introduction to Community Based Social Marketing (1 hour)This module introduces you to the principals of community based social marketing, encouraging positive behaviour change and will highlight some successful CBSM programs.

2. PlantWise (1/2 hour)This module will provide you with an overview of the history and development of the PlantWise program, the program goals and key messaging.

3. PlantWise Ambassador Program (1/2 hour)This module will provide you with an overview of the PlantWise Ambassador program, the roles and responsibilities of Ambassadors and the program deliverables.

4. Grow Me instead (GMI) (1/2 hour)This module will provide you with an overview of the history of the GMI resources, its application and use.

SUPPLEMENTAL TRAINING (OPTIONAL)ISCBC is working towards building a suite of pre-recorded training modules and webinars that will be made available to our partners. These sessions are a great tool to provide supplemental PlantWise training for our Ambassadors. There are several pre-recorded webinars related to horticulturally invasive plants available for viewing on the ISCBC website at bcinvasives.ca/resources/webinars.

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Resources

Each of the PlantWise program resources have been developed based on the principals of Community Based Social Marketing – each plays an integral role in the delivery of the PlantWise message and securing public commitments. The resources that you will receive include the Grow Me Instead (GMI) Booklets, Snapshot Brochures and Wallet Cards. These will be delivered to you prior to delivering the message on-the-ground.

There are two different starter packages. You will be provided one or the other based on your groups’ level of involvement in the program. The package that you receive will be confirmed once the tailored partnership framework has been discussed and agreed to. When your resource supply is low, you are able to submit a request for additional resources to the PlantWise facilitator. Your request will be approved based on available resources.

1. Standard Package

This package will be delivered to groups that contribute to the program by:

4 Delivering the PlantWise message at education and outreach events and seeking/securing PlantWise commitments;

4 Participating in program related education/ training opportunities, such as webinars;

4 Sharing ISCBC’s PlantWise information and upcoming events with their networks.

The starter package will include the items listed in the table below. Additional resources can be requested up to a pre-determined maximum and will be issued based on reporting back to ISCBC.

Item Starter PackageGMI Booklets 5GMI Snapshot Brochures 25GMI Wallet Cards 500

Grow Me Instead Booklet

Wallet Card

Grow Me InsteadSnapshot Brochure

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2. Enhanced Package

This package will be delivered to groups that contribute to the program by:

4 Applying PlantWise messaging on the ground by interacting with gardeners, industry and/or the public and seeking/securing PlantWise commitments;

4 Participating in program related education/ training opportunities, such as webinars;

4 Sharing ISCBC’s PlantWise information and upcoming events with their networks;

4 Incorporating program material into their existing curriculum/ programs / outreach materials/ training courses;

4 Delivering program training sessions to their audiences / identified stakeholders with support from ISCBC staff;

4 Designating a staff program spokesperson as liaison for the ISCBC PlantWise program; and

4 Being eyes on the ground for horticulturally invasive species and properly reporting any findings through the appropriate avenues.

The starter package will include the items listed in the table below. Additional resources can be requested up to a pre-determined maximum and will be issued based on reporting back to ISCBC.

Item Starter PackageGMI Booklets 5GMI Snapshot Brochure 50GMI Wallet Cards 1000

‘Public and durable commitments enhance the likelihood that the individual who made the commitment will engage in the behaviour. However, because the commitment is public, and therefore can be witnessed by others, these commitments also foster social norms and social diffusion.’ - Doug Mckenzie Mohr

Removal of lamium during Invasive Species Week, 2014Girl Guides tree planting, 2014

Van Chau Heike Designs

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Data Collection

DELIVERABLES (MANDATORY)In order to monitor and evaluate PlantWise Ambassador Program success, ISCBC is asking each Ambassador group to report on a few key deliverables. These include:

1. Number of People Directly Reached (Interactions)This is the number of people that you share the PlantWise message with through direct conversation. At an event, this means the number of people you talk to about PlantWise. In a presentation context, this would include all of the people in the audience listening to your presentation. Consider tracking the # of interactions at given education/outreach event on a simple tally sheet.

2. Number of People Indirectly Reached (Estimate)Indirect reach refers to those people who received the PlantWise message/resource indirectly. This includes:

• # People that stopped by your booth and picked up PlantWise resources • # People that heard the PlantWise message with which you did not have a one-on-one

conversation/ interaction• # People reached through social media• # People reached through marketing (newsletters, articles and interviews)

A verbal commitment is a “verbal” promise made by the person you are interacting with who wishes to become PlantWise going forward. For example, at some point during your interaction, you should ask the person “Are you willing to commit to being PlantWise?” If they reply “yes”, then this is considered a verbal commitment.

3. Number of Written PlantWise Commitments ObtainedA written commitment is a “written” promise made by the person you are interacting with who wishes to confirm their commitment to be PlantWise by signing their name on a commitment form. There are several ways in which you can seek written commitments from people. These include:

• Using a commitment form (template provided)• Using commitment cards (template provided)• Asking folks to sign a poster (template provided)• Committing online through the ISCBC website

4. Number of Education/Outreach Events at which the PlantWise Message/Resources were Delivered This includes the cumulative number of education & outreach events where the PlantWise message/resources were shared.

5. Number of Communities at which the PlantWise Message was SharedThis includes the cumulative number of different communities in which the PlantWise message/resources were shared.

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Data Collection FormA field form has been provided to assist you in capturing data related to the deliverables above for each education/outreach event that you attend. Feel free to modify this form to meet your tracking needs.

PLANTWISE SURVEY (OPTIONAL)ISCBC has developed a short public survey that has been designed to gather additional information pertaining to demographics in a given region. This includes finding out how people view invasive plants, how they exercise preventative measures and what some of the barriers are that prevent people from committing to becoming PlantWise. ISCBC would appreciate receiving any data collected from this survey. The PlantWise survey will be sent along with this package as a separate print file. Effective means of delivering the survey include:

1. Integrating the questions during your interaction with gardeners and the general public, remembering the answers and then filling out the questionnaire once the conversation is complete.

2. Printing the questionnaire and asking people to voluntarily fill them out.

DATA COLLECTION FORMS A series of printable data collection forms will be provided to Ambassadors to help them collect PlantWise related information in the field. These forms are provided for use and/or reference. The forms can be modified to suit your tracking needs as long as the main messaging/logos are not altered. A list of data collection forms that will be provided is below:

4 Field Data Collection Template4 PlantWise Survey4 Written Commitment Form4 Written Commitment Cards4 Written Commitment Poster

DATA MANAGEMENTAn excel spreadsheet titled “PlantWise Data Input & Reporting Form” has been developed that will enable Ambassadors to track and manage all of their PlantWise Data. The data management worksheets (yellow worksheets) within the spreadsheet are provided for use and/or reference. If you already have a data management system in place, feel free to use that, ensuring that all the necessary information required to complete your reports is being entered. This spreadsheet also includes the interim and final report templates (red worksheets): 4 PlantWise Education and Outreach Event Data4 PlantWise Survey Data (optional for Ambassadors that have agreed to issue the PlantWise

Survey)4 PlantWise Written Commitments4 Interim Report Template4 Final Report Template

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Reporting RequirementsAll Ambassadors are required to provide to ISCBC an interim report for every resource package provided and a final report at the end of summer. This will enable the Council to measure the success and effectiveness of the program. The interim and final report templates are located in the excel file titled “PlantWise Data Input & Reporting Form.” Details regarding these reports are below:

REPORTS

Interim Reports - Due June 30th, 2015In order to ensure quality control regarding the data being collected by our Ambassadors, we require all of the PlantWise Ambassadors to submit an interim report to ISCBC by June 30th, 2015. The interim report will request Ambassadors to report back on each of the deliverables listed in the Data Collection section of this document.

Final Report - Due October 15th, 2015We will be asking each Ambassador to complete a final report that should be submitted to ISCBC by October 15th, 2015. This report is a modification of the interim report(s). We require each group to report on the cumulative totals for each deliverable indicated above, as well as provide some feedback on the program (successes, challenges, and recommendations for improving the program).

Written Commitments - Due October 15th, 2015We are requesting that all Ambassadors submit a saved spreadsheet of written commitment information to ISCBC along with their final report.

PlantWise Survey - Due October 15th, 2015ISCBC would appreciate receiving any data pertaining to the PlantWise survey. For those that participated in collecting this information, data can be submitted by October 15th, along with the final report.

Girl Guides Tree Planting, 2014 Potted plants and healthy garden

Van Chau J. Leekie

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Media GuidelinesMedia relations should be used by Ambassadors to proactively promote the messages of PlantWise through media, when possible, to specific audiences including but not limited to:

4 General news media 4 Business media 4 Youth-focused media 4 Environment-focused media4 Magazines, blogs and trade publications for the horticulture/gardening industry

Examples of a PlantWise media advisory and news release are available for Ambassadors as reference and/or use in Appendix 1 & 2.

IMPORTANT: Any media material developed related to the PlantWise program must be reviewed and approved by ISCBC prior to being released. ISCBC would then be provided with the final version of any media materials related to PlantWise to enable the Council to further promote the media event.

SPOKESPEOPLEPrior to delivering information on the PlantWise program through media, all spokespeople should have media training to help them understand the key messages relevant to their role with PlantWise and how to use media interviews as opportunities to convey those key messages through the media to target audiences.

Provincial Level Media - the provincial spokesperson for PlantWise is the ISCBC Executive Director. If you are requested to provide information pertaining to ISCBC and/or the PlantWise program by provincial level media, please direct requests to:

Gail WallinISCBC Executive DirectorPhone (office): 250-305-1003Phone (cell): 250-305-9161Email: gwallin@bcinvasives.ca

Regional Level Media - Each PlantWise Ambassador group should appoint a spokesperson to talk to local media in their areas when promoting specific appearances at events or specific local programs. Ideally this would be a regional coordinator and/or member of a group’s board.

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Appendix 1: Media Template (Media Advisory)Media advisories: Used to alert the media to an upcoming event or photo opportunity – something you want media to come out to see, such as appearances from PlantWise staff at large or noteworthy events.

Team up with the Invasive Species Council of BC – Be PlantWise!

Plant enthusiasts, operators in the horticulture field and the general public can learn important information about how to prevent the introduction and spread of horticulturally invasive plants. Visit the Council’s PlantWise staff at [event name] on [date]. Coordinated by the Invasive Species Council of British Columbia (ISCBC), PlantWise encourages you to help reduce the introduction and spread of invasive plants in BC by making the choice to promote, grow, sell, purchase, trade, gift, and relocate only non-invasive plants.

PlantWise staff will be on hand to answer questions about horticulturally invasive plants and how to be wise about plant choices and use. They will also be handing out resources such as Grow me instead snapshots and convenient folding wallet cards, which highlight 26 invasive plants still being bought and sold in the market in BC. Staff will also show you how to identify and report them if found. PlantWise staff members are making appearances all summer around the province at farmers markets, workshops, presentations, festivals and other community events.

For more information on the PlantWise program or on how to get involved, visit: bcinvasives.ca/resources/programs/plant-wise

WHAT: PlantWise staff meeting with gardeners (or another group) at [event name]WHEN: Day, date, 2015, time xx a.m. to XX p.m.WHERE: Location, cityWHY: Learn what you can do to protect your backyard, business, community and natural spaces community from the introduction and spread of horticulturally invasive plants.

About the Invasive Species Council of BCThe Invasive Species Council of BC (ISCBC) is working to minimize the negative ecological, social, and economic impacts caused by the introduction, establishment, and spread of invasive species. ISCBC goals are to: educate the public and professionals about invasive species and their risk to ecosystems and economies through activities such as workshops, seminars and newsletters; coordinate research relating to invasive species and make this available to the public; and undertake and support actions that improve the health of BC’s natural ecosystems. For more information or to find your local invasive species committee visit www.bcinvasives.ca.

Media contact:

[Insert contact information]

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Appendix 2: Media Template (News Release)News releases: Written like a news article, these are used to discuss issues or points or announcements – something you want media to write about and need to provide them with detailed information.

Watch for horticulturally invasive plants when you are purchasing plants this summer – be part of the solution!

Invasive species are rapidly filling ditches, taking over fields and cluttering our roadsides, but did you know some are also propagated and sold to plant enthusiasts, landscapers and landscape architects as well as promoted in gardening publications and websites? As we look forward to a new year of gardening and seek out plants to grow, keep in mind that if you are not part of the solution to the spread of invasive plants, you may be part of the problem. By choosing to utilize only alternative, non-invasive plants in your region you are preventing the introduction and spread of plant invasions. You can create a fantastic, beautiful garden that meets all of your needs without initiating spread.

Prevention is key—You can help!

Start by finding out what plants are invasive in your region. Avoid buying those plants, seeds, bulbs and rootstock in stores and/or online. Learn about attractive alternative plants you can use instead. Even if you don’t know what plants are harmful, you can find out by asking your local garden center or Invasive Species Committee. This preventative action will be doing the local areas a world of service!

To stop horticulturally invasive plants from being introduced and spreading further, please adopt and practice the PlantWise approach to responsible gardening:

4 Read up on invasive plants and know what characteristics to look out for. Often the very things we look for in a plant can be the very things that make it invasive.

4 Purchase only clean bird seed or wildflower seed mixes or make your own.4 Educate your friends, neighbors and garden care specialists. 4 Encourage your local plant suppliers to provide only non-invasive alternatives. 4 Practice due diligence and proper protocol when disposing of invasive plants or plant

parts.

Learn to recognize and report invasive species!

If you see an invasive plant, please report it:TOLL FREE: 1-888-933-3722Your Regional Invasive Species Committee: www.bcinvasives.ca/partners

Media contact:

[Insert contact information]

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Appendix 3: Example PlantWise Interaction ScriptGeneral Points: The following script is meant only a guideline that should help you formulate your interaction responses at events, presentations or at other venues. Effective interactions rely on: 4 your comfort in speaking with the public4 your own interest in wanting to help others make a positive difference, and 4 your own interest in the program and dedication to be PlantWise

It is important to try to build genuine rapport with whomever you are speaking with and focus on conveying positive, consistent PlantWise messaging. Your intent is to help people get on board with PlantWise which will help them, their community and BC as a whole.

Conveying the PlantWise can be fun and rewarding. You can help make a big difference in educating and motivating others. When you encounter individuals that are hurried, not inter-ested, etc., simply do your best to engage people quickly without making them feel pressured. You will experience a spectrum of psychologies and responses in the public sphere. Below is a sample script you can use in the field. The situation will dictate how best to apply suggested scripts.

1. Hello, my name is [Enter Your name]. I am working with [Enter Your Group/Company Name] to let gardeners know what they can do to help stop the spread of horticulturally invasive plants.

2. Are you aware of what horticulturally invasive plants are? If they say “no”, ask if you can offer them some information on the subject? Explain what horticulturally invasive plants are and offer them a GMI pamphlet and/or wallet card.

3. Did you know that gardeners and garden centers might contribute to the spread of hor-ticulturally invasive plants and not even realize it? (Yes or No). I can show you how to choose safe plants from a list of alternative plants so you are not inadvertently buying an invasive plant.

4. If they say “yes”, ask if they would like some more information on the topic. Ask if they have already agreed to be PlantWise and select and purchase only non-invasive plant alterna-tives? If they say “yes”, thank them and answer any questions they might have and wish them a good day.

5. If they say “No” they did not agree to change their buying behaviour, follow up with: “Many people we have spoken with this summer have agreed to be PlantWise and have chosen to purchase only non-invasive plant alternatives at their favorite garden centers and supply stores. In this way they are making a difference to help stop the spread of horti-culturally invasive plants. It takes an effort from everyone to make sure further introduction and spread are stopped. “All you need to do is...” [Let them know what they can do to be PlantWise].

6. Pick up a GMI resource. State: “When you next decide to purchase a plant you can check to see if it is invasive or not. If it’s invasive, you can make the choice to select an alterna-tive plant that will be just as pretty and functional but won’t cause an invasive situation on your property”. Show them the alternative plants they can choose from. If using the book-

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let, show that alternative plants have been selected based on climate zone and moisture requirements.

7. “Being PlantWise is something you should always think about when you aim to utilize plants. Utilization includes promoting displaying, growing, selling, purchasing, relocating, gifting, or disposing/composting plants. It’s really that easy and it makes a difference!”

8. Ask: “Will you be willing to commit to being PlantWise?” If yes - consider this a verbal com-mitment and offer them a bookmark, and some PlantWise materials. If the person is a land-scaper, landscape designer, garden center manager, horticulturist etc… offer them a copy of the GMI booklet and let them know to contact ISCBC about our voluntary PlantWise industry certification.

9. Ask: “Would you be willing to provide a written commitment?” If yes, have them fill out the commitment form.

10. Thank the person or people and encourage them to educate others on PlantWise.