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United States Department of the Interior
Montana State Office
5001 Southgate Drive
Billings, Montana 59101-4669

June 26, 2007

In Reply To: 
1120/4700 (912) P
Instruction Memorandum No. MT-2007-056
Expires: 9/30/08
To:             Public Affairs Specialists
                  Wild Horse and Burro Staff, Montana
From:         Chief, External Affairs
Subject:      Approval to Purchase Ads to Promote Wild Horse and Burro Adoption Program
Program Area: Wild Horse and Burro Adoptions
Purpose:  This memorandum provides approval to field public affairs specialists and designated staff within the adoption program to purchase print and radio advertisements.  This authority applies only to adoption events hosted in the states of Montana, North Dakota, and South Dakota and is limited to funds pre-approved for each event. Purchase of any and all advertisements must be coordinated with the Montana State Office of External Affairs to ensure there is adequate funding and that ads meet approved design criteria. 
Policy/Action: The Montana State Office of External Affairs has determined that purchasing ads to promote wild horse and burro adoptions is a critical program activity.
Timeframe: This policy is effective immediately.
Budget Impact: Advertising is limited to funds pre-approved for each event.
Background: As outlined in Washington’s Instruction Memorandum No. 2006-187 titled, “Use of Paid Advertising,” the Washington Office of External Affairs has delegated approval authority for paid advertising at a state level for specific uses. One purpose identified in this IM is the promotion of wild horse and burro adoptions.   

Additional guidance on promoting the adoption program is found in the 2005 BLM National Adoption Plan (refer to IM No. 2005-216).  The adoption plan determined that effective promotion of the adoption program requires aggressive marketing, including conducting advance media tours and using paid advertisements. 

Paid advertising considerations for the adoption of wild horses and burros include:

1.   Saturated Media.  When the same media markets are inundated with news releases, media interest tends to become stagnant, thus resulting in less free placement.
2.    Increased Outreach Potential.  Use of paid advertising increases the BLM-Montana’s ability to reach large numbers of potential adopters.
3.    Guaranteed and Timely Placement.  Paid advertisements ensure information will be printed in a timely manner, with the correct dates, location, times and contact information.
Manual/Handbook Sections Affected: None.
Coordination: WO-600 issued IM NO. 2006-187 delegating approval authority for paid advertising at a state level.
Contact: Christine Tincher, 406-896-5252
Signed by: Christine R. Tincher
Authenticated by: Ann Boucher, External Affairs

Last updated: 03-18-2013