The Urban Forest Map is a project of the  California Department of Forestry and Fire Protection (Cal Fire), in cooperation with Friends of the Urban Forest (FUF) and the City of San Francisco.   The Urban Forest Map allows anyone with a web browser, whether on a mobile device, laptop or desktop computer, to add information about specific trees in San Francisco to the Urban Forest Map, such as their location, species, size, and health.

San Francisco is the first city to use the Urban Forest Map; others are expected to follow. “Million Tree” campaigns are taking-off around the nation, and this tool enables the on-the-ground community information sharing vital to the success of such campaigns.

Earthsite's role was Branding and Social Media Marketing. We identified beta testers as an objective of their campaign. Using Twitter and Facebook, we were able to identify influential and targeted influential bloggers and media people to outreach to. As a result, interest was generated from Wired.com and an article was written by Alexis Medrigal which contributed to a large portion of the media buzz on launch.

Summary of work:

• Developed a flexible microsite containing a landing page, blog, electronic press kit, and about page
• Collected leads for the beta launch
• Developed an electronic press kit
• Setup a Facebook and Twitter, and Get Satisfaction presence
• Produced a targeted follow strategy
• Managed daily content for each social media site
• Developed a landing page for the beta test
• Launched an email campaign announcing beta launch to 100 subscribers
• Outreached to bloggers
• Setup event pages and promoted the launch event