Coleman Outlines Outdoor Advocacy Program
|The Coleman Company, Inc. Press Release||FlashlightNews.org - 1/14/2008|
Coleman uses outdoor advocacy program, marketing campaign to grow more outdoor enthusiasts
The Coleman Company, Inc.
WICHITA, Ks. - Each year, The Coleman Company, Inc. evaluates the effectiveness of its outdoor advocacy program with an eye toward the future. Coleman’s advocacy program works in sync with its “Let’s Go Outside” media campaign, which is designed to encourage people – especially young people – to spend more time in the great outdoors. Begun in 2007 and continuing into 2008, the campaign has reached millions of Americans through print, merchandising, radio, TV and the Internet.
During 2007, the company supported outdoor advocacy groups with product donations, guidance and financial contributions. Three of the primary groups receiving Coleman’s support were the Appalachian Mountain Club, Leave No Trace Center for Outdoor Ethics, and the Continental Divide Trail Alliance. With Coleman’s support, each organization developed specific projects aimed toward getting youth outside.
Support of these groups, in addition to work with other youth and outdoor groups, including the Boy Scouts, are on tap for 2008.
According to Chris Nemeth, vice president of global marketing, Coleman’s commitment to get people – especially young people – outdoors more is at the heart of each program. “We are enthusiastic champions of the outdoor lifestyle and the benefits it provides for individuals, families and society,” Nemeth said. “Coleman® products make being outdoors more convenient and more comfortable, and our marketing programs and support for outdoor advocacy groups provide further inducements.
“In 2007, Coleman’s partnering groups made good use of the support they received from us,” Nemeth said. “We’re very pleased with their progress working with youth, and we will continue our support this year, in addition to looking for ways to broaden our support to other groups.”
During 2007, the Appalachian Mountain Club used its Coleman support to enhance, among other initiatives, its Trails Challenge program by instituting a number of school-based and public outdoor educational opportunities. The main goal of the Trails Challenge is to maintain a minimum of 2,000 miles of trail in the Northeast by 2010. Coleman’s support significantly increased the capacity of AMC’s trail stewardship and education programs, as well as funding the addition of a full-time Trails Challenge coordinator.
AMC’s Trails Committee designated Saturday, Sept. 8, 2007, as “AMC Trails Day,” featuring a series of events focused on getting families and young people outdoors in the Northeast region. It was one of more than a dozen such initiatives growing out of Coleman’s involvement with AMC this year. In addition to its trails and education programs, AMC personnel provided valuable product testing services to Coleman.
Much in the same vein, in 2007, The Leave No Trace Center for Outdoor Ethics used Coleman’s support to inspire young people to get outside, while promoting responsible enjoyment of the outdoors. One of the important Leave No Trace programs funded by Coleman was the Leave No Trace E-tour, which was aimed specifically at kids and families and reflected the E in E-tour: Explore, Enjoy, Experience, Environment.
The program featured a team of traveling ambassadors making visits to outdoor retailers to conduct Leave No Trace seminars, teaching conservation-minded behavior and environmentally friendly practices to engage in while hiking, camping and being out of doors, and to provide hands-on demonstration of Coleman® products. The team trained almost 4,000 participants and made an estimated 140,000 impressions at 41 events in 26 states.
“Coleman, a longtime Leave No Trace supporter, has clearly and effectively demonstrated its commitment to the environment,” said Dana Watts, executive director of Leave No Trace, “We greatly appreciate the support. Only by learning to reduce our impact on the outdoors can we help to successfully preserve the future integrity of our shared natural lands. Coleman is a leader in this effort, demonstrated through their dedication to Leave No Trace outdoor ethics.”
Also in 2007, Coleman and the Continental Divide Trail Alliance launched a new family-based component to the CDTA volunteer program. Under Coleman’s auspices, CDTA recruited volunteers for trails projects that provided a unique opportunity for families to explore a section of the Continental Divide Trail while working their way along its length, accomplishing appropriate enhancements. Family work projects were completed at Chain of Craters, Grants BLM in New Mexico; Shore Pretty, Pike/San Isabel NF in Colorado; and Shineberger, Beaverhead-Deerlodge NF in Montana.
In addition to these three outreach programs, Coleman also embarked on an aggressive extreme outdoors initiative – an expedition to Mount Everest to test Coleman products and engage young people in getting outside and recreating more.
For the Everest Expedition, the company’s mountaineering ambassador, Mike Haugen, summited and took more than 7,000 school children from hundreds of schools on a successful virtual climb via their computers.
The virtual summiting program, called the Coleman Everest 5.5 Challenge, required student participants to engage in active recreation at least three times a week in order to keep pace with the real Everest expedition’s progress up the mountain. The effort was two-pronged – to test and validate Coleman’s performance gear in the world’s most hostile environment and to encourage young people to be active by inspiring them with Mike’s adventure. “The objective of all these efforts is to get young people outdoors and make the experience a positive one, so that people will come back to nature again and again,” Nemeth said, “The outdoors is, after all, where the fun is.”
The Coleman Company, Inc. is an international leader in the innovation and marketing of outdoor products, including its legendary lanterns, as well as stoves, tents, sleeping bags, backpacks, coolers, furniture and grills. Its products are sold and used all over the world. Coleman embraces its leadership role as an advocate for the outdoors, contributing to outdoor causes and inspiring people to get outside. Founded in 1900 and based in Wichita, Kan., Coleman is a wholly owned subsidiary of Jarden Corporation, and can be found online at www.coleman.com. Consumers can contact Coleman by phone at 800-835-3278 or by e-mail at firstname.lastname@example.org.
Coleman® is a registered trademark of The Coleman Company, Inc.
Jarden Corporation is a leading provider of niche consumer products used in and around the home. Jarden operates in three primary business segments through a number of well recognized brands, including: Branded Consumables: Ball®, Bee®, Bicycle®, Crawford®, Diamond®, Dicon®, First Alert®, Forster®, Hoyle®, Java Log®, Kerr®, Lehigh®, Leslie-Locke®, Loew-Cornell® and Pine Mountain®; Consumer Solutions: Bionaire®, Crock-Pot®, FoodSaver®, Harmony®, Health o meter®, Holmes®, Mr. Coffee®, Oster®, Patton®, Rival®, Seal-a-Meal®, Sunbeam®, VillaWare® and White Mountain™; and Outdoor Solutions: Abu Garcia®, Berkley®, Campingaz®, Coleman®, Fenwick®, Gulp®, JT®, K2®, Marker®, Marmot®, Mitchell®, Penn®, Rawlings®, Shakespeare®, Stearns®, Stren®, Trilene®, and Volkl®. Headquartered in Rye, N.Y., Jarden has over 25,000 employees worldwide. For more information, please visit www.jarden.com.