Saving the Frog - Amphibian Ark

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					Saving the Frog:
A Landmark Learning
Experience for Humankind
One Voice…One Message
• Many agencies:
   – The World Conservation Union’s (IUCN) Species Survival Commission (SSC),
     Conservation Breeding Specialist Group (CBSG), and Amphibian Specialist Group (ASG)
   – World Association of Zoos and Aquariums (WAZA)
   – Regional zoo associations in North America, Europe, Africa, Australasia, Central and
     South America and more
   – Botanic Gardens Conservation International (BGCI), International Council of Museums
     (ICOM), IAC/IAF
   – International Species Information System (ISIS)
• Coming together to create one entity:
   – Amphibian Ark
• To launch:
   – 2008: Year of the Frog
• To accomplish:
   – Raising the funds necessary to save endangered amphibians
We must speak with one voice.
Amphibian Ark:
Scope of Work and Timeline
The Assignment
Fleishman-Hillard has been retained
this summer to develop a comprehensive
communications and marketing plan
for Amphibian Ark. FH is one of the
world’s largest communications firms
with 80 offices around the world.
The following is our scope of work.
Scope of Work
Communications Strategy
• Develop core messages to be consistently used by all entities that
  can simply and persuasively explain the problem and the need.
  Messages must be international in scope, easily translatable in all
• Provide guidance on messaging for media and public education
  materials that would be created by other zoos and organizations.
• Develop detailed plan and budget for educating media
  and consumers, worldwide, about Amphibian Ark
  (the issue it’s addressing and the solution it offers),
  with the intent of implementing the plan beginning in
  the fall of 2007.
Scope of Work
Communications Strategy (continued)
• Develop a style guide outlining standards and guidelines
  for use of images and graphics to ensure consistent branding across
  all vehicles and partners.
• Develop a strategy for a global launch of the Amphibian
  Ark campaign, that supports subsequent rollout by regional
• Develop guidelines for generating grassroots
  support for Amphibian Ark, including petitions and
  local activism.
Scope of Work
Funding Strategy
• Corporate Partnerships
   – Develop a tiered corporate sponsorship program
     and proposal packages, including pricing and benefits
   – Identify a “top tier” of corporations that would be ideal
     sponsors and schedule meetings to solicit funding.
• Philanthropic Funding
   – Identify appropriate foundations to approach
     for grants
• Government Funding
   – Investigate and identify strategies for potential
     U.S. government funding and commendation,
     in consultation with former Senator Jim Talent,
     who works for FH
Key Planning Activities
July 2007:
 – Sponsorship and philanthropy packages developed
 – Sponsor and philanthropic targets identified and
   meetings scheduled
 – Initiate outreach to U.S. government for funding
 – Key messages developed and approved
    – Existing materials updated to reflect key messages
 – Logo and style guide developed and approved
    – Existing materials updated with new graphics
 – Communications plan developed and approved

August 2007:
 – Ongoing outreach to sponsor and philanthropic targets
Examples of AArk Events
September 2007:
 – Global launch -- 2008 Year of the Frog

December 2007:
 - New Year’s Eve activities for Year of the Frog

April 2008:
 – Coordination with Earth Day activities (in U.S.)
Amphibian Ark:
Messaging and Goals
Humans Need Empowerment
                                   May 15, 2007

• A survey of 1,150 British children between seven and 11 found half
  were anxious about global warming and often lay awake worrying
  about it.
• Parents feel anxious and helpless about the environmental situation
  and are passing these feelings on to their children.
• The anxiety many youngsters feel is increased by a sense that they
  are too young to influence events. Denial, resignation, cynicism,
  anxiety, hopelessness and even despair can arise from a perception
  that global problems are overwhelming.
• Secondary school students in Australia are hungry for knowledge
  and for practical ways to deal with what they see in the media.
• This sense of crisis can also lead to excitement, stimulation
  and motivation.
• What is important is giving youth a feeling that they can
  individually and collectively make a difference.
Let Frogs Lead the Way
   There is a plan that will work
   Children and their teachers can participate;
   so can everybody
   Media can tell the story, succinctly, emotionally
   Corporations can partner with consumers
   and be seen as socially responsible
   Politicians and governments can publicly
   make a difference
   The entertainment industry can make a difference
• Raise $50 million in funding (corporate, philanthropic,
• Save a select group of amphibian species that cannot
  be saved in the wild
• Boost public confidence and empowerment in regard
  to saving endangered species
• Prime consumers to support the next campaign
Message Cornerstones
Goal statement:
Saving frogs is something we
can do to save the planet
   – Amphibians are ―nature’s indicators‖: when they
     show a decline due to environmental factors, it serves
     as a warning to other species, including humans
   – How we respond to the amphibian
     crisis can and will demonstrate
     how we will respond to other
     environmental and animal crises
Message Cornerstones
– Play key role in ecosystem – both predator and
  prey, sustaining food web links and
  delicate balance of nature
– Provide vital biomedicines that offer promising treatments
  for diverse diseases
– Maintain a special place in human culture and religion, cherished
  as agents of life and good luck
The Problem
– One-third to ½ of all species are threatened with extinction after
  thriving for 360 million years … the single largest mass extinction
  in the history of mankind, comparable only to dinosaurs
– Crisis is due to disease (chytrid fungus), habitat loss, pollution,
  pesticides, and climate change
Message Cornerstones
The Solution
                         Amphibian Ark project – worldwide
                         cooperation among zoos and aquariums
                         to keep amphibians afloat

– Rescue amphibians in the wild before the chytrid fungus arrives
  and bring them to zoos for safekeeping; with hope they can be
  released back into environment when fungus has run its course
– Individuals and corporations can help by raising
  awareness and critical funds
Message: Complex or Simple?
• Amphibians play a key role     • Frogs reflect the health
  in the ecosystem sustaining      of our planet.
  the food web.
                                 • Frogs are endangered.
• Amphibians’ skin produces
                                 • The enemy is
  substances that offer
                                   chytrid fungus.
  promising medical cures.
                                 • Amphibian Ark can
• Amphibians are endangered
                                   save them.
  due to many factors: chytrid
  fungus, habitat loss,
  pollution, pesticides, and
  climate change.
• Amphibian Ark can
  save them.                  You can help.
Amphibian Ark Patron
• Sir David Attenborough
Potential Amphibian Ark Ambassadors
• Jeff Corwin
• Terri and Bindi Irwin
• Kermit the Frog
• Keroppi (Japan)
• Matsugoro-san (Japan)
• Kate Humble (UK)

Additional ambassadors to be identified
for other countries.
Strategic Allies Network (SAN)
• A proprietary communications tool developed by FH
• Identifies, builds, and enhances third party
• Integrates sophisticated stakeholder research with a
  proactive communications program, managing the
  data with an interactive database management tool
• Can help increase AArk visibility, communicate key
  AArk messages, and advance AArk objectives with
  traditional and non-traditional stakeholders
• SAN...targeting the right people at the right
  time with the right message
Strategic Allies Network (SAN)
• Components:
   – Influencer Research: Maximizes pre-existing but
     previously unidentified relationships based on resource
     contributors, resource recipients, leadership
     connections through personal activities.
   – Relationship Building/Communication: Transmit
     newsletters, emails, and other multimedia resources
     on a personal, one-on-one basis.
   – Mobilization: Create opportunities to use
     relationships for sponsorship prospecting, philanthropic
     targets, and creation of ambassador network.
Amphibian Ark:
Corporate Partnerships
The Socially Conscious Corporation:
Strategic Philanthropy*

Fleishman-Hillard, in partnership with the National Consumers
League, conducted a CSR survey of Americans and found that:

―… knowledge of a company’s commitment to
social responsibility influences purchasing behavior
more than lower prices.‖

In addition to simply being the right thing to do, in a highly
competitive marketplace, demonstrating corporate social
responsibility may be the advantage a company needs to
distinguish itself from its competitors.

* These slides were developed with U.S. audiences in m ind; appropriate regional attitudinal research
would be gathered in other countries.
 Environmental Stewardship:
 #2 Expectation for a Responsible Company,
 and Growing in Importance
 Assuming a company is operating in an honest and ethical
 manner, which one of the following is most important to you?

                                    Nationwide (n=2,078)

                     All the same/other         Don't know/Refused

    Gives to charitable causes    9% 1%
      Ensures good profits                                         Treats and pays
          for shareholders     3%                                  employees well
   Shares your values                                38%                     Going beyond
                               8%                 (down 9 pts.)              the law to protect
                                                                             the environment
    Contributes to
 community beyond              9%                                            is the second most
     paying taxes                                                            important factor for
                                                                             consumers…up five
                                                                             points from the
            Responsive to                       15%
         customers' needs                    (up 5 pts.)                     previous year’s
                                                             Goes beyond     study.
                                                           law to protect
Fleishman-Hillard, National Consumers |
League survey of 2,078 consumers, Q1 2007
Consumers Ready to Let Congress
Legislate Environmental Standards
How important is it that Congress work to ensure
that corporations address pressing social issues,
such as energy, the environment, and healthcare?

            Nationwide (n=2,078)

   Not very/not at        Don't know/Refused
     all important
Somewhat                  1%
important                                                   Americans want the
            9%                                              government to ensure that
                                                            corporations are socially

                                           Very important
Consumers Think It’s Time for Companies
to Conform to Global Standards
How necessary are global standards that outline what
companies need to do in order to be socially responsible?

               Nation (n=2,078)

   Not very/not at         Don't know/Refused
     all necessary
 Somewhat            8%
                                                It’s time for global standards
                                                of corporate social responsibility.


  CSR Even More Influential on Consumers’
  Purchase Behavior in 2007
  (59% in 2006 vs. 67% in 2007)
  If you wanted to buy a particular product or service, how
  influential, if at all, would it be to know that particular company
  meets global standards for being socially responsible?
                    Nation (n=2,078)

                                   Don't know/Refused
        Not very/not at
          all influential
                                                              Corporate social
Somewhat                                                      responsibility influences
influential                                                   buying decisions.
                  22%                                         Companies that
                                                              understand this will be
                                            67%               our best partners.

The Socially Conscious Corporation:
Strategic Philanthropy

―For many, supporting a popular cause is no longer optional.
 It’s what you have to do just to get to the starting line with
 the newest generation of consumers. Today’s teens and
 twentysomethings grew up viewing community service as
 an ordinary pastime, if not a college admissions requirement.
 More than 60 percent of the teens surveyed a year ago by
 youth marketing firm Alloy Inc. said they are more likely
 to buy brands that support charitable causes. Their loyalties
 may have a big effect on what their parents purchase.‖
                                          Business Week, 2004
Potential Sponsorship Assets
• Presenting sponsorships of Amphibian Ark
• Logo and/or name in:
   – Press releases
   – Collateral materials
   – Amphibian Ark Web site
   – Advertising (if any) – print, TV, radio, outdoor
   – Amphibian Ark merchandise
• Recognition and visibility in key markets around the world:
   – Local media tours
   – Signage and/or exhibits at participating zoos, aquariums, Science Centers,
     and other institutions where available

• Tie-ins with educational programs
Potential Sponsorship Assets                   (continued)

• Use of Amphibian Ark logo and right to execute promotions
  internally or at retail
• Inclusion in launch event and press conference
• VIP tickets to any special events or galas
• Amphibian Ark speaker for employee event
• Attendance at Amphibian Ark conferences
Sponsorship Packages
Noah - $5M
Presenting sponsorship of Amphibian Ark program

Frog - $2.5M
Official status

Toad - $1M

Salamander - $500K
Package benef its to be developed and f inalized as assets are determined. All partners will be expected to
activate their sponsorship in addition to the cash contribution. Depending on the sponsor category,
activation could include packaging, promotions, Web site presence, grassroots marketing, education
outreach, internal communications, and more. Sponsorships do NOT include pass through rights unless
Sponsorship Revenue Forecast
5 Noah @ $5M = 25.0M
6 Frog @ $2.5M = 15.0M
5 Toad @ $1M = 5.0M
10 Salamander @ $500K = 5.0M
TOTAL = $ 50.0M

Corporate fundraising goals may be adjusted based on philanthropic
and governmental contributions.
Sponsor Candidates
        – Community activation partner
        – ―Adoption‖ of Bullseye Dart Frog
        – Grassroots outpost for campaign
        – Incorporate into its existing Take Charge
          of Education program

        – Create Amphibian Ark skin for Google Earth
        – Online advertising for campaign

        – Commit to TV and print (National Geographic and
          National Geographic for Kids) feature coverage and
          ongoing Web coverage
Sponsor Candidates
                        – Consumer promotion soliciting photos
                          of amphibians in the wild

                        – Activate through online and statement
                          messaging and partnerships with
            or            member organizations
                        – ―Adoption‖ of Gold Frogs

                        – Commit to TV and Web coverage
 THE LEARNING CHANNEL     on Discovery and Animal Planet

                        – Unleash communication network
                          to provide messaging across multiple
Sponsor Candidates
               – Official ―delivery‖ of amphibians
                 to safekeeping

               – Contribute to ―saving‖ amphibians

               – On-package exposure
                 for Amphibian Ark

               – Promote biomedicine benefits
     or          of amphibians
Sponsor Candidates
                 - Customized software related to
                 amphibian crisis and Amphibian Ark

                 - Paint plane with Amphibian Ark
                 theme to transport amphibians to

                - On-package and cause marketing tie-
UK Sponsor Candidates
                - Direct mail/web-site tie in

               - Alliance partnership with leading day
                 care nursery chain for education and

                - On-package and cause marketing tie-
                ins (currently have association with the
                Rainforest Alliance who’s logo is a frog)
Fleishman-Hillard is a leading global communications
consultancy. With more than 2500 employees in 80
offices in 25 countries, our success relies on the
exceptional value we bring to our clients by:
– Hiring and retaining the best people
– Maintaining a best-in-class workplace dedicated to teamwork
  and to the growth, development, and retention of our people
– Working in partnership with clients to create value through
  the most innovative and effective communications programs
– Observing the highest ethical and professional standards
– Being the best-managed organization in our industry
We Differentiate Ourselves Through …
• Unsurpassed commitment to client service
• Exceptional results for our clients
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• Our quality reputation
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Our Mission Statement

“   To make ourselves as
       valuable to our clients

    as they are to us … ®
The Company We Keep
Results For Our Clients
• Unparalleled product quality
• Strong focus on client service
• Seamless interoffice
• Coordinated global business planning
• 80 percent of our clients use more
  than one FH office
Results For Our Clients
• Regional structuring and
  focus on practice groups
• Strategic counsel, creative
  thinking, and the best
  talent are the key factors
  to our success
Practice Group Approach
• Communications teams are
  selected from 24 different
  practice groups across all
  geographic regions
• Matches agency strengths against
  clients’ needs
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  of the most experienced
  practitioners in various industries,
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Practice Group Approach
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Corporate          Food & Agribusiness   Retail
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• This powerful client resource brings together an array
  of distinguished thought leaders from the private
  and public sectors.
• These highly respected advisers offer strategic counsel
  to our staff and clients, and can be asked to:
   – Author op-ed pieces
   – Serve as guest speakers at events
   – Participate in planning meetings — in person, via video,
     or through calls to decision makers
   – And much more . . .
FH International Advisory Board
Anna Chennault                                        Leon Panetta
 Chairman of CIC, Inc., writer, lecturer, columnist    Former White House chief of staf f , f ormer director
                                                       of the Of f ice of Management and Budget, and
Newt Gingrich                                          f ormer representative of the House of
 Former Speaker of the House,                          Representatives
 CEO of The Gingrich Group
                                                      David Peterson
Shoichiro Irimajiri                                    Former leader of the Ontario Liberal Party and
 Former senior executive with Honda Motor Co.          Ontario Legislature, chairman of Cassels Brock
 and Sega Enterprises, Ltd.                            & Blackwell LLP, and director of several leading
                                                       Canadian companies
Mickey Kantor
 Former U.S. secretary of commerce and
                                                      Tom Ridge
 U.S. trade Representative                             Former Pennsylvania Governor and Homeland
                                                       Security Secretary
David Kessler
                                                      Christine Shipley
 Dean and vice chancellor f or medical af f airs at
 the University of Calif ornia San Francisco           Former technology writer and editor f or PC Week,
                                                       PC Magazine, PC/Computing, Inf oWorld, US
General Barry McCaffrey                                Magazine, and Working Woman
 Former Director of the White House of National
 Drug Control Policy, f ormer member of the
                                                      Dr. Louis W. Sullivan
 President's Cabinet and the National Security         Former secretary of the Department of Health and
 Council f or drug-related issues. Currently serves    Human Services, and president of the Morehouse
 as a national security and terrorism analyst f or     School of Medicine
 NBC news
                                                      Pete Wilson
John Onoda                                             Former Calif ornia Governor and U.S. Senator
 Former senior communications executive with
 The Charles Schwab Corp., Visa USA, General
 Motors, and Levi Strauss
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“     International
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Fleishman-Hillard Team Leaders
    Jeff Davis,
    Senior Vice President and Senior Partner
    Jeff Davis manages Fleishman-Hillard’s marketing communications team at the
    St. Louis headquarters, and has chaired the agency’s global marketing practice
    group. He has extensive experience with retail promotion and foundation
    marketing, including the Wal-Mart Foundation and Anheuser-Busch.

    Jo Ann Miles,
    Vice President
    Jo Ann Miles utilizes her broad marketing, public relations, and sponsorship
    perspective to benefit clients focused on sponsorship marketing. Before
    joining FH, she spent 14 years with Kiel Center Partners, owner
    of the St. Louis Blues National Hockey League team and Scottrade Center,
    where she was responsible for the sellout of 91 corporate suites as well as all
    corporate sponsorship sales and service (including two naming rights deals),
    resulting in a total annual revenue stream in excess of $16 million.

    Corporations from whom Jo Ann secured partnerships included:

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