1. Plant a FishCommunicationPlan Chi-Chi Millaway

2. Agenda Background Research Analysis & Outcomes Communication Plan Objectives Strategies, tactics and recommendations Logistics Budget, timeline and evaluation 3. Background Launched by Fabien Cousteau on June 7, 2010 Mission: Educate Empower Restore Restoration Planting Projects Coral and mangroves in South Florida Oysters in New York Harbor Coral in Maldives Sea Turtles in El Salvador 4. Organizational Objective Restore and protect healthy waters around the world through hands-on outdoor education and restoration initiatives Develop the PAF brand 5. Research First step Research Act Communicate Evaluate Determine What we know What we dont know Issues management What we want to know Right messages Right audiences Right channels 6. SWOT AnalysisStrengths WeaknessesCurrent assetsCurrent disadvantagesOpportunities ThreatsEmerging assets Emerging disadvantages 7. Strengths Unique name and logoS W Authority O T Founder and board Mission Restoration and education initiatives Projects Fun, impactful Success stories Media Social media, website, Pepsi Refresh Goodpresence 8. Weaknesses S W Strong competition O T Limited support I cant make a difference Limited funding Media Social media, website, Pepsi Refresh Quality Name How do you plant a fish? Is this Plenty of Fish? 9. Opportunities S W Increased visibility O T Unique name, replanting, grant wins Support network Passionate volunteers Student advocates Partnerships Corporate sponsors Measurable success 10. Threats S W Crisis O T Environmental or volunteer-related Projects Unsuccessful, too many Resources Overworked founder and volunteers Lack of volunteers, partners, sponsors, donations Failure to gain market share 11. Outcomes Likelihood Overworkedfounder Well-knownbrand Strong (action)supportName(action)Successfulconfusion projectsEnviron/sitecrisis Magnitude Littlesupport Well-known (nothing)brand(nothing) 12. Communication Plan Objective Develop the PAF brand by building a strongreputation and network of supporters Strategies Educate Improve the quality and quantity of PAFs media coverage EmpowerBroaden PAFs audience and support network RestoreBuild PAFs reputation as a premier nonprofit 13. Empower: Broaden PAFs audienceEducate VolunteersEmpower Activists Restore Opinion leaders Local community Current and potential donors Partners Sponsors Media 14. Reaching new audiences Educate Message: Where does the audience stand? Empower Rec: Audience questionnaire*Restore Identify opinions & beliefs Polls, surveys & informal interviews Medium: How do you reach them? Rec: Communication audit* Evaluate communication effectiveness*See appendix 15. Communication GridPressWord-of-Website Facebook TwitterProjects Releases MouthVolunteersXX X XX ActivistsXXXOpinion leaders X XLocal community XX XXDonorsXX XX Partners X XXX Sponsors X XXXMedia X X 16. Empower: Broaden support network 17. School & Partner OutreachEducate Expand cause partnershipsEmpower Partner letter to environmental and conservation groups* Volunteer programs with dive groups* Restore Expand school partnerships Partner letter to NYC high schools with environmental or service focus* Develop educator partnerships NYU environmental conservation education program*See appendix 18. Empower: Broaden financial support Corporate partnerships & philanthropy Educate Media outreach*Empower Leverage "connections" to corporate sponsorsRestore Vilebrequin & sea turtles Find a mangrove sponsor! Funding options Microgiving Grants* Granted lost momentum Freelancer Fundraisers Oyster event at a restaurant Individuals give over $230 billion annually Leverage support network New HS partnership model*See appendix 19. Recommendations to EmpowerEducate Identify audience opinion via polls, surveys &EmpowerinterviewsRestore Audit communications and improve website andsocial media Reach out to schools and potential partners Identify connections for corporate sponsorships Pursue microgiving, grant and fundraising options Develop a HS partnership model 20. Educate: Quality of media coverage Educate Media content analysis*Empower What and how much is the media saying? Restore How does that compare to competitors? Researches messages Determine impact Adapt & improve*See appendix 21. Educate: Quantity of media coverage Targeted media pitches*Educate Conservation and the environmentEmpower Service and education Restore Make the issues news Leverage planting days and completed projects Publicize special events Earth Day, World Ocean Day, National Week of theOceans Fundraisers Identify trends and hooks*See appendix 22. Stake in issue Issue trend analysis Educate Story placement Empower ToneRestore Bylines Messengers and spokespeople Messages Identify news hooks and trends Problem-opportunity Issue: Oyster beds in Hudson destroyed Stake: Oysters reduce nitrogen, improve water quality Action: Educate students, replant oyster beds Opportunity: Students are improving NYCs water quality 23. Recommendations to EducateEducate Media content analysisEmpowerRestore Media relations Leverage projects and events Identify issues and news trends 24. Restore: Stand out from competitorsEducateEmpowerRestore 25. Competitive landscape Educate Fierce competition Empower Restore Over 1.5 million nonprofits in US Almost 1 million charities Over 13,000 environmental charities Nearly $2.6 trillion in assets Over $1.4 trillion in revenue 26. Competitive analysis & positioning ConservationEducate Focus: PreservationEmpowerSome very limited restoration in specific areasRestore Position: PAF is undoing the damage weve done Message: Fix what we broke Biodiversity Focus: Policy changeGoal: Influence government and conduct research Position: They change the paperwork, PAF does the footwork Message: Local efforts making a global impact Species specific projects Focus: Advocacy and serving as a resource Position: Take action and replant the species now Message: Make an immediate impact 27. Restore: Have the best online position Website goal is conversions! Educate Empower What do you want visitors to do? Contribute Restore Audience: Environmentalists with surplus income Conversion: Donate via the online form Rec: Improve donation form, create donation countdown Find information Post educational material and resources links Learn something/change their mind Interact with forums and testimonials Subscribe Connect with more media Methods to promote Digg, Like, etc. Widgets and documents for download 28. Search Engine Optimization* Can I improve presentation, usability or visibility? Educate SEO growth worksheetEmpower Restore Think of search engines as a particularly big media outlet Optimization factors UncontrolledAge of domain and site authority Specialty searches Images, videos, blogs, press releases Controlled 1- Keywords 2- Links 3- Social Media 4- Evaluation *See appendix 29. Step 1: Keywords Every page is an opportunity to optimize Educate 5-10% target keywordsEmpower Invisible and visible text Restore Focus of optimization =Keywords 1- Generate a list 2- Expand the list 3- Evaluate lists popularity 4- Short list High popularity Low competition High relevance 5- Incorporate the words 30. Step 2: Links Quality EducateEmpower Generate online buzzRestore Home page or anchor text using keywords Quantity Link building is free Site of the day editors Google and Yahoo! nonprofit advertising Link directories and requests Partner Backlinks 31. Step 3: Social media Secure PAFs online brandEducate Empower Be conversationalRestore Social networking: Facebook and Twitter Be competitive Blogs and forums Free widgets and apps Be accessible Social bookmarking: Digg, Reddit and deli.icio.us Add like buttons to your page Be interesting YouTube videos and Flickr pictures 32. Step 4: MeasurementEducate Did the SEO work?EmpowerRestore Find out the number of hits and unique visitors Google analytics Determine the accessibility .Indexing Check landing pages Keywords Check density and usage per word Links Check popularity and validity 33. Recommendations to Restore Educate Own a position your competitors cantEmpower Restore Optimize keywords, links, social media and evaluation 34. Logistics1 monthFuture-Audience questionnaire- Create a social media role- Communication survey -Create online communities and forums- Media content analysis -Develop a volunteer plan- Competitive positioning- Improve donor relations (newsletter) 4 months8 months 1 year(Evaluation)- Pursue funding- School and-Media monitoring- SEO partner outreach- Google page rank- Issue trend analysis- Develop HS- Increase in supporters and- Media pitches partnership model funding 35. Q&A