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Agenda

Client IntroductionGoals and ObjectivesDIVE Consulting Action PlanPhase 1 Summary Phase 2 SummaryPhase 3 Summary

Yellowstone National Park (YNP) & Yellowstone Park Foundation (YPF)

What is YNP? Established in 1872, Yellowstone National Park is America's first national park. Located in Wyoming, Montana and Idaho, it is home to a large variety of wildlife including grizzly bears, wolves, bison, and elk. Preserved within Yellowstone National Park are Old Faithful and a collection of the world's most extraordinary geysers and hot springs, as well as the grand canyon of the Yellowstone. The Park hosts approximately 3 million visitors per year. What is YPF? The Yellowstone Park Foundation is a 501(c)3, non-profit organization created in 1996. A group of concerned citizens, working with the National Park Service, started the Foundation in order to protect, preserve, and enhance Yellowstone National Park. The Foundation works to fund important projects and programs, many of which are beyond the financial capacity of the National Park Service. The Foundation receives no annual government funding; it relies instead upon the generous support of private citizens, foundations, and corporations to ensure that Yellowstone's great will remain for future generations.

Yellowstone Park Foundation Goal YPF hopes to secure two $1 million corporate sponsors whose donations will ensure the continual operation and good health of the Park

DIVE Consulting Objectives

• Develop a methodology for identification of corporations with potential for long-term giving

• Identification of 5 companies whose stated values and corporate social responsibility strategies align with the philanthropic goals, marketing strategy and values of YPF

• Preparation of a "Partner Engagement Survey" for future use• Deliver a comprehensive "Go-to-Market" strategy and strategic

communication plan to acquire and retain corporations as long-term corporate partners

• Create a corporate development process including marketing materials

DIVE Consulting Action Plan

Phase 1 (Industry Research)Develop criteria and methodology to determine potential corporations with the best strategic fit for YPF

Phase 2 (Survey and Interview Research) Utilize qualitative and quantitative research to both acquire and retain corporate partners by understanding needs/expectations/retention of current partners

Phase 3 (Customizable Pitch) Develop a customizable presentation to be delivered by the Yellowstone board for potential corporate sponsors

Phase 1 (Industry Research)

1. Explore the values and mission of YPF, as well as practical needs of Yellowstone Park• Interviews: Park superintendent, YPF president and board members

2. Identify of industry sectors and corporations• Corporate viability, mission and value statements• Corporate social responsibility (CSR) & financial reports• Research and analysis of past relationships with YPF (if any) or similar

non-profits

3. Identify best strategic fit for Yellowstone through an analysis of CSR and existing marketing programs via: • Current and future corporate projects that may assist in leveraging

asks• Exploration of potential for both cash and in-kind donations• Addressing viability of long-term corporate partnerships

Phase 1 (Industry Research) Results

Phase 2 (Survey and Interview Research)

1. Identify past/present corporate partners• Past partners: IBM• Current partners: Canon USA, Coca-Cola, ConocoPhillips, Toyota

Motor Sales USA, Unilever

2. Develop survey and interview tools to solicit feedback from current and past corporate partners

3. Distribute survey to all past/present corporate partners

4. Analyze survey and interview responses

Phase 2 (Survey and Interview Research) Results

Survey Summary:

• Unanimously, corporations are most concerned with reputation and an organizational fit with strategic objectives when considering partners

• Most organizations look to enter a long-term relationship with partners, averaging between 2-7 years, with the opportunity for continued partnership after 7 years

• Decisions on supporting an organization or any ancillary programming is contingent upon budget availability

Phase 2 (Survey and Interview Research) Results

Interview Summary:

• Positive Themes• YNP delivers for corporations looking to partner with an

organization that has a strong sustainability focus• YPF has been a good bridge between the park and corporations

• Constructive Themes• Partners want widespread employee involvement• YPF should pay attention to changing CSR goals• YPF should do more to advertise and explain importance of

existing partnerships, help partners tell the story and exhibit the positive results

Phase 3 (Customizable Pitch)

1. Standard introduction and overview of Yellowstone National Park

2. “Boxes”: elements can be easily chosen from a predetermined set of boxes that can be customized to represent any corporation

3. Research showing link between corporate social responsibility and improved financial performance/reputation/brand equity

4. “Boxes” are added to skeleton PPT to form pitch to specific corporation

5. Customized message for specific corporation

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Sample Pitch PresentationYellowstone Park Foundation

And now, a look at the sample Johnson & Johnson Pitch Presentation

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What’s in it for you?Yellowstone Park Foundation

Investors see potential for shareholder value from environmental, social, and governance programs. By learning where investors see value, CFOs themselves may change their views and will be able to communicate more valuable information to investors.

(Source: McKinsey Global Survey Report, “Valuing Corporate Social Responsibility.” 2009)

Leading companies are finding ways to strategically partner with organizations like YPF in order to form mutually beneficial relationships.

“CSR is an aspect of taking care of a company’s reputation, managing its risks and gaining a competitive edge.”

(Source: The Economist, “Just Good Business: A Special Report on CSR”, 2008)

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Past examples of partners’ benefits Yellowstone Park Foundation

Technology and Education Sponsorships: Canon U.S.A.

Canon has supported wildlife conservation and research in Yellowstone National Park, with cash contributions and in-kind technology, since 1997.

Earlier this year, Dan Stahler, a Project Biologist in Yellowstone, participated in the Photo Marketing Association’s trade show in Las Vegas and showcased the many ways Canon products are used in Yellowstone. His talk about the use of Canon equipment in ongoing wolf research was one of the event’s most well attended sessions and fascinated the audience.

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Our relationship visionYellowstone Park Foundation

We envision that the relationship between YPF and Johnson & Johnson can help both organizations expand on already existing core values. For Johnson & Johnson, YPF is an opportunity to create a direct environmental impact. For YPF, the Johnson & Johnson brand provides an opportunity to expand their current education offerings by providing wilderness survival care programs. This is in addition to the conservation of Yellowstone’s land and wilderness.

Questions?

Thank You