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Amphibian Ark Communications and Fundraising Plan

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  1. Amphibian ArkCommunications and Fundraising Plan Raising Awareness, Generating Donations

  2. Overview • Goals: 2008 “Year of the Frog” • Raise awareness and understanding • Educate allaudiences • Raise$50-$60 million

  3. Overview • Assumptions: 2008 “Year of the Frog” • Likened to a political campaign • Competition for mindshare • Focus on simple messaging • Impart a greater sense of urgency

  4. Overview • Audiences: 2008 “Year of the Frog” • Key messages will be developed for specific targets, including: • Public, government, corporations, foundations, philanthropists, zoo and aquarium organizations, educators, media • All audiences are connected in a global effort to halt the rapid extinction of amphibians

  5. Overview • Measurement: 2008 “Year of the Frog” • Funds raised • Message impact • General public, national and international • Corporations • Philanthropists • Educators

  6. Communications Plan

  7. Communications Plan • Situation: 2008 “Year of the Frog” • IUCN/SSC CBSG, IUCN/SSC ASG, WAZA form Amphibian Ark • Amphibian Ark is one portion of ACAP • Amphibian Ark = high profile, interest-generating, call-to-action platform for media, donors, general public, other stakeholders • 2008 “Year of the Frog” global campaign is designed to generate international awareness, concern, and action

  8. Communications Plan • Situation: 2008 “Year of the Frog” • Amphibian Ark becomes intuitive choice for companies, organizations, individuals, others to support global response to amphibian crisis • Comprehensive, creative, and strategic media relations, communications, special events, third-party experts, and celebrity ambassadors fuel awareness and action • Amphibian Ark communications raise awareness of amphibian threat globally; cut through media clutter, unite audiences, educate and empower general public • Program drives participation in local education and promotional programs and events

  9. Communications Plan • Execution: 2008 “Year of the Frog” • Communications and fundraising efforts will be executed at multiple levels – global, regional, local -- each designed to include media relations, education, political outreach, events, and stakeholder communications • Because of the complexity of all parties involved, it’s critical that strong communication is maintained by all associations

  10. Amphibian Conservation Action Plan RESEARCH: Understand causes of declines and extinctions SHORT-TERM PROGRAMS: Emergency responses to immediate crises ASSESSMENT: Documentation of amphibian diversity LONG-TERM PROGRAMS: Conservation programs • Exploration and • evaluation • Updating Global • Amphibian Assessment • Protection of key sites • for amphibian survival • Reintroductions • Control of harvesting • Emerging diseases • Climate change • Environmental • contamination • Saving sites about to be lost • Rapid response capacity • Captive survival • assurance programs • Saving harvested species • about to disappear AMPHIBIAN ARK

  11. Communications Plan • Global Execution: 2008 “Year of the Frog” • Communications plan implemented on a global basis, involving international, regional, and national zoo and aquarium associations • Official launch of “Year of the Frog” and other events (Kiss a Frog Day, International Day of the Frog, Wearing of the Green) are global awareness platforms; they also represent opportunities for corporate partners to develop impactful marketing programs to engage the public • Major global Amphibian Ark corporate and philanthropic sponsors will be sought to generate the US$50-$60 million needed to support the efforts of Amphibian Ark

  12. Communications Plan • Regional Execution: 2008 “Year of the Frog” • Regional associations such as AZA, EAZA, and others will execute amphibian awareness programs customized to their regions • To further the reach of international efforts, associations will execute fundraising efforts to implement their regional programs as well as to support the work of Amphibian Ark

  13. Communications Plan • Individual Institution Execution: 2008 “Year of the Frog” • Individual participating institutions, under the guidance of their regional associations, will execute local programs, events, and activities, whether hosting a container or providing educational information to visitors • It is anticipated that individual institutions may execute their own fundraising to support Amphibian Ark

  14. Communications Plan • Communications Tools • Research • Message Development • Media Training • Ambassadors, Advocates, Spokespeople • Materials Development • Media Relations • Educational Outreach • Digital/Grassroots • Special Programming • Sustainable Communications

  15. Global Media Outreach

  16. Communications Plan • Key Messages: 2008 “Year of the Frog” • Connection Between Man and Nature • Nature is a place to renew the spirit and refresh emotional and mental health • The beauty and resources of the natural world are international treasures, defining our character and heritage • The variety of biodiversity is essential and inspirational for human existence • Connection to nature enriches our lives and inspires choices for future generations

  17. Communications Plan • Key Messages: 2008 “Year of the Frog” • Man’s Effect On Nature • All life on Earth exists with interdependent relationships between living things and their environments. Healthy environment sustains life for humans and animals • Humans are responsible for dramatic changes to nature at an unprecedented rate in Earth’s history: population growth, increased consumption of resources, global warming, habitat destruction, overuse of individual species, and more • Humans have the responsibility to care for the Earth and leave a healthy environment for future generations • Humans must often intervene to save wildlife

  18. Communications Plan • Key Messages: 2008 “Year of the Frog” • Frogs Matter • Amphibians are a critical part of a healthy natural world • Frogs play an important role in the food web as predator and prey • Amphibians eat pest insects, benefiting successful agriculture around the world and minimizing the spread of diseases, including malaria • The skin of amphibians has substances that protect them from some microbes and viruses, offering possible medical cures for a variety of human diseases, including AIDS • Amphibians are nature’s “canaries in the coal mine”; they are among the first species to be affected by environmental stressors • When amphibians show a decline, it serves as a warning to other species, including humans

  19. Communications Plan • Key Messages: 2008 “Year of the Frog” • The Problem • After thriving for more than 360 million years, nearly one half of the 6,000 amphibian species could disappear in the near future • Earth isfacing thesingle largestmass extinctionsince thedisappearanceof thedinosaurs

  20. Communications Plan • Key Messages: 2008 “Year of the Frog” • The Reason • Amphibians are severely affected by habitat loss, climate change, pollution and pesticides, introduced species, and over-collection for food and pets • However, the most immediate threat is a parasitic fungus called amphibian chytrid, a disease that is deadly to hundreds of amphibian species, is unstoppable and untreatable in the wild, and can kill 80 percent of native amphibians within months • Since the 1930s, African clawed frogs (likely resistant carriers of the fungus) have been shipped around the world, spreading the disease across the globe • Amphibian chytrid may be exacerbated by climate change

  21. Communications Plan • Key Messages: 2008 “Year of the Frog” • The Solution: ACAP and Amphibian Ark • Amphibian Ark is a program coordinated by CBSG, ASG, and WAZA and is supported by a worldwide network of zoos and aquariums as a critical part of the emergency response component of the ACAP • Amphibian Ark will rescue priority endangered species that cannot be saved in nature and place them in “protective custody” in dedicated biosecure facilities at zoos, aquariums, and other institutions for safekeeping and breeding, helping to ensure their long-term survival • The hope is that these rescued amphibians can be released back into the wild when chytrid fungus and other threats have been controlled • Plan requires US$50-$60 million in funding.

  22. Communications Plan • Key Messages: 2008 “Year of the Frog” • The Plan: 2008 “Year of the Frog” • Organizations supporting Amphibian Ark will lead the global public awareness campaign to: • Raise awareness among governments, world media, educators, and the general public • Raise funds through corporate sponsorship, philanthropy, public and government involvement to cover costs for species collection and transportation, biosecure containment facilities, operating expenses, staff and training, educational workshops, and awareness campaigns • Further establish IUCN and the zoo and aquarium community as leaders in global conservation.

  23. Communications Plan • Key Messages: 2008 “Year of the Frog” • The Bigger Purpose • The “Year of the Frog” will serve as an example to teach the world how to boldly and confidently face our planet’s biggest environmental challenges • People will be invited to participate in the Amphibian Ark initiative by getting engaged as volunteers, spreading the word, making donations, and influencing governments • We will learn that, by working together, we can deal with environmental crises and confidently face other environmental challenges

  24. Communications Plan • Global Events: 2008 “Year of the Frog” • (November/December 2007) “Leap of Faith” • Use the holiday gift-giving period to educate the public about Amphibian Ark; ask people to take a “leap of faith” by making donations • Partner with major shopping mall developer and/or international and national retailers • Create “Hop ‘Till You Drop” events with a portion of proceeds to benefit Amphibian Ark • Promote idea of holiday gifting to Amphibian Ark (individual or corporate donations) in lieu of traditional gifting • Execution as time permits; repeat campaign for holiday 2008

  25. Communications Plan • Global Events: 2008 “Year of the Frog” • (December 2007) “Year of the Frog” Official Launch • Official Amphibian Ark “Year of the Frog” global launch on New Year’s Eve • Create (or tie into) multiple high profile events around the world on New Year’s Eve to ensure media exposure and buzz • Identify iconic New Year’s Eve events in 10-20 cities (Times Square in New York, Sydney Harbor in Sydney, Newmarket Square in Amsterdam, London Eye in London, etc.) • Amphibian Ark ambassadors at each event (Kermit in NYC, Sir David Attenborough in London, Terri and Bindi Irwin in Sydney, etc.) • Create and place global PSAs featuring Kermit and Attenborough

  26. Communications Plan • Global Events: 2008 “Year of the Frog” • (February 14, 2008) Kiss a Frog Day • Secure famous princesses (Princess Caroline, Crown Princess Victoria) to kiss a frog (model or stuffed), signifying support of Amphibian Ark and challenging the public to participate in local events • Create similar frog kissing events at zoos, aquariums, botanical gardens, and science centers worldwide

  27. Communications Plan • Global Events: 2008 “Year of the Frog” • (February 29) International Day of the Frog • Leverage “leap day” to stage multiple amphibian rescues for media and educational programs • Invite select media to accompany rescue teams • Have involved scientists participating in rescues do live interviews for broadcast and education • Secure official recognition of International Day of the Frog by the United Nations

  28. Communications Plan • Global Events: 2008 “Year of the Frog” • (February/March/July) Frog Fashion Week • Leverage eco-friendly designer to support Amphibian Ark • Identify design (e.g. Stella McCartney) to create an Amphibian Ark t-shirt, scarf, tie, or cap to unveil at Fashion Week in NYC (February), and show at Fashion Weeks in Los Angeles (March) and Berlin (July) • Items to be sold at retail and at www.amphibianark.org to benefit Amphibian Ark

  29. Communications Plan • Global Events: 2008 “Year of the Frog” • (March 17, 2008) Wearing of the Green • Use worldwide St. Patrick’s Day activities as platform to wear green in celebration and support of frogs and other amphibians • Create Amphibian Ark floats to appear in major St. Patrick’s Day parades around the globe (Boston, NYC, Chicago, Toronto, Dublin, Oslo, etc.) • Sell Amphibian Ark t-shirts from Frog Fashion Week to wear on St. Patrick’s Day

  30. Communications Plan • Global Events: 2008 “Year of the Frog” • (June/July 2008) Jump for Frogs • Partner with Olympic track and field long jumpers and hurdlers to promote Amphibian Ark • Invite Olympic track and field jumpers and hurdlers to wear an Amphibian Ark cap, shirt, etc.

  31. Communications Plan • Global Events: 2008 “Year of the Frog” • (Sept/Oct/Nov 2008) Amphibian Art • Develop a high-profile, worldwide art program to build and sustain awareness of Amphibian Ark and to provide a media hook for discussion of progress/challenges • Sponsor an art competition requesting amphibian art (paintings or sculptures), with winning entries placed in high visibility locations in major cities around the world • Identify a well known artist interested in conservation to sponsor and support the program

  32. Communications Plan • Global Events: 2008 “Year of the Frog” • (November/December 2008) “Leap of Faith” • Close the year with a larger version of 2007’s Leap of Faith holiday campaign • Spread message about 2008 successes • Share need for ongoing support beyond 2008

  33. Communications Plan • Additional Programs: 2008 “Year of the Frog” • International Amphibian Photo Contest • Request submission of photos taken at zoos, aquariums, in the wild, or in backyards • Create categories for amateurs and professionals • Photos uploaded to www.amphibianark.org • Winning photos displayed at participating institutions • Contest could be sponsored by a company like Kodak or Canon

  34. Communications Plan • Additional Programs: 2008 “Year of the Frog” • “The Princess and The Frog” Disney Movie • To be released in 2009 • Tie-ins could include Amphibian Ark messaging and logos on movie posters and ads • Use the stars voicing the movie to create Amphibian Ark testimonials to run before and after the movie • Create a cause marketing tie-in with the DVD release of the movie, winning on-package exposure and a portion of the sale price for Amphibian Ark

  35. Communications Plan • Cause Marketing: 2008 “Year of the Frog” • Potential Merchandise Tie-Ins • Parker Brothers/Hasbro: “Frogopoly” themed Monopoly game • Pepperidge Farm: Frog cracker version of Goldfish crackers • Gund: Amphibian Ark stuffed frog • Webkinz: Amphibian Ark Webkinz with activities at www.webkinz.com • AT&T: Frog ring tones and cell phone skins • Hallmark Cards: Series of frog-themed cards • Harper Brothers: Special edition release of Frog and Toad children’s books by Arnold Lobel with Amphibian Ark forward

  36. Fundraising Plan

  37. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Objective • Raise$50-$60million tosupportAmphibianArk

  38. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Key Targets • Corporate Partners • Develop a tiered corporate sponsorship program and proposal packages, including pricing and benefits • Identify a top-tier list of corporations that would be ideal sponsors, schedule meetings to solicit funding • Philanthropic Funding • Identify appropriate foundations interested in conservation and environmental causes • Write and submit grant proposals

  39. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Key Targets (continued) • Government Funding (U.S.) • Raise visibility of amphibian threat to key government decision-makers through lobbying and awareness campaigns • Execute targeted media outreach “inside the beltway” • Recruit champions within government as third-party voices • Government Funding (International) • Create template documents for outreach to other governments • Identify top ten countries with ability to fund

  40. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Key Targets (continued) • General Public • Provide regional associations and their member institutions with messages and graphics to use for donor solicitation • Create tools for consumer participation in fundraising: • Collection boxes at Amphibian Ark displays • “Adopt a Species” program for schools and individuals • Personal pledge opportunities

  41. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Potential Corporate Sponsorship Packages • Noah ($5.0M) – Goal five (5) partners • Status as presenting partner of Amphibian Ark; category exclusivity; logo and/or name in all collateral and on Web site; on-site visibility at participating zoos, aquariums, etc.; presenting sponsor for key Amphibian Ark events; logo on Amphibian Ark mobile marketing tour; tie-ins with educational programs; use of Amphibian Ark logo internally and at retail; right to activate programs in association with select Amphibian Ark events, e.g. “Year of the Frog” global launch, Kiss A Frog Day, International Day of the Frog, Amphibian Art competition, etc.; VIP tickets to events; inclusion in Amphibian Ark press conferences; Amphibian Ark speaker for corporate events; attendance at Amphibian Ark press conferences

  42. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Corporate Sponsorship Packages, continued • Frog ($2.5M) – Goal six (6) partners • Status as an official sponsor; category exclusivity; logo on Amphibian Ark Web site, tie-ins with educational programs; use of Amphibian Ark logo internally and at retail; right to activate programs in association with select Amphibian Ark events, e.g. “Year of the Frog” global launch, Kiss A Frog Day, International Day of the Frog, Amphibian Art competition, etc.; VIP tickets to events; inclusion in Amphibian Ark press conferences; Amphibian Ark speaker for corporate events; attendance at Amphibian Ark press conferences

  43. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Corporate Sponsorship Packages, continued • Salamander ($1.0M) – Goal five (5) partners • Status as a supporter of Amphibian Ark; tie-ins with educational programs; use of Amphibian Ark logo internally and at retail; right to activate programs in association with select Amphibian Ark events, e.g. “Year of the Frog” global launch, Kiss A Frog Day, International Day of the Frog, Amphibian Art competition, etc. • Caecilian ($500K) – Goal ten (10) partners • Status as a supporter of Amphibian Ark; tie-ins with educational programs; use of Amphibian Ark logo internally and at retail

  44. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Corporate Sponsorship Packages (continued) • Promotional Partner ($100K) • Partners must be relevant and able to deliver media impressions and buzz • Benefits to include: right to execute cause marketing programs with a portion of retail proceeds (minimum of $100K) to benefit Amphibian Ark • Media Partner (Minimum $500K trade or media value) • Status as a patron and official media partner; tie-ins with educational programs; use of Amphibian Ark logo

  45. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Sponsorship Revenue Goals • 5 Noah @ $5M = $25M • 6 Frog @ $2.5M = $15M • 5 Salamander @ $1M = $5M • 10 Caecilian @ $500K = $5M • Total = $50M • Goals to be adjusted based on philanthropic and governmental contributions

  46. Fundraising Plan • Amphibian Ark: 2008 “Year of the Frog” • Sponsor Candidates • Targeting corporations that are ideal candidates for sponsorship of Amphibian Ark • Customized proposals will be created for corporations with activation and cause marketing ideas suited to each company • In some cases, in-kind donations of products needed to carry out the amphibian rescues may be part of the proposal

  47. Sponsorship Candidates(Partial List)

  48. Next Steps

  49. Next Steps • Get involved by signing up to participate in Amphibian Ark • Global InfoPack available on CD with global campaign information and details on how to get involved locally. • Help us raise awareness and funding. • Saving the world’s amphibians: • Our obligation as conservation leaders • Our privilege as citizens of the world