PRESENTATION OVERVIEW CAMPAIGN BASED ON RESEARCH THE BIG STORY: TWO KEY THEMES THE CAMPAIGN GOAL DEVELOPING A STRONG BRAND ATTRACTING BROAD SUPPORT

PRESENTATION OVERVIEWPRESENTATION OVERVIEW

• CAMPAIGN BASED ON RESEARCH

• THE BIG STORY: TWO KEY THEMES

• THE CAMPAIGN GOAL

• DEVELOPING A STRONG BRAND

• ATTRACTING BROAD SUPPORT

INFORMING THE CAMPAIGNINFORMING THE CAMPAIGN

• Stakeholder interviews

• Leader briefings

• Research

• Scoping session

• Focus groups

• Strategy development sessions

KEY FINDINGSKEY FINDINGS

• Working Wetlands

• Vast Territory of World Ecological Significance

• Little Recognition of Louisiana’s Assets

to Nation’s Economic & Energy Security• Complex Problem with Complex Solution

• Level of Enthusiasm for Solution High

KEY FINDINGSKEY FINDINGS

FEDERAL GOVERNMENT

SEEN AS RESPONSIBLE TO PAY

COST TO REPAIR DAMAGE NOT AN ISSUE

CAMPAIGN THEMESCAMPAIGN THEMES

World Ecological Significance

lifecycle, habitat, conservation, stewardship

Economic & Energy Securityenergy, lifeline, transportation, food

CAMPAIGN GOALCAMPAIGN GOAL

Raise public awareness

of the impact Louisiana’s wetland loss

has on the state, nation and world

and gain support for efforts to conserve and save coastal Louisiana.

BRANDBRAND

CAMPAIGN OBJECTIVESCAMPAIGN OBJECTIVES

1. Brand Awareness Identity Print & Electronic Materials Toolkits

2. Outreach/Media/Policy Briefings Policy Support World Media Campaign TV/Media Partners

3. Reaching Critical Audiences Advocates Coop Orgs Impact Communities Celebrities

4. Education Programs Summits/Conferences Festivals AW Trail Educational Program

5. Funds Development AW Trust Individual Contributions Fundraising

PRIME STRATEGIESPRIME STRATEGIES

Hurricanes: The Big Storm

• Population/Cultural Loss

• Economic Disruption

• Loss of Infrastructure

• Ecological/Environmental Impacts

MEDIA STORIESMEDIA STORIES

BUILDING STORYLINESBUILDING STORYLINES

Economic & Energy SecurityOil & Gas Supply Threatened Stock Market Impact Seafood Supply

Buffer ZoneNew Orleans/Coastal RiskLoss of Infrastructure

Ecological/Environmental Impacts


Lifeline To A Nation

• Oil & Natural Gas

• Flood Control

• Transportation of Vital Commodities

• Commercial Fisheries



World Ecological Significance• Habitat loss

• Important Species

• Waterfowl/Flyway

• Fishing & Hunting

• Conservation

• Eco-Tourism



SPECIAL SECTION INSERTS Economic Impact/Assets

• Oil & Natural Gas

• Stable Economy

• Transportation of Vital Commodities

• Commercial Fisheries

Energy Security• National Security

• Strategic Petroleum Reserves

MEDIA PARTNERSMEDIA PARTNERS


EDUCATION MEDIA PARTNER

Student Magazine - 2.2 million 4-6 grade kidsTeachers Guide - 88,000 4-6 grade teachers

Classroom Poster - 88,000 classrooms

Mini Website on timeforkids.com-12 million page views a month-1 million unique users


PROGRAMS FOR PROGRAMS FOR YYOOUUTTHH


DOCUMENTARY SPECIALS• PBS• NPR• DISCOVERY NETWORKS

• DISCOVERY CHANNEL

• ANIMAL PLANET

• TRAVEL CHANNEL

• THE SCIENCE CHANNEL

• ESPN/BASSMASTERS



• Conference Exhibits• Print Material/Brochures• Identity Guide• Specialty Items• Video Resources• Powerpoint Presentations

EXPOSURE & PROMOSEXPOSURE & PROMOS


• About AW• News Room• Info Central• Get Involved• Our Partners

WEB SITEWEB SITE


• Fairs & Festivals Exhibit

• Schools and Libraries

• City Halls & Community Centers

• Major Events and Attractions

• Target National Audiences

MOBILE EXHIBITMOBILE EXHIBIT

CAMPAIGN SPONSORSCAMPAIGN SPONSORS

WORLD SPONSORSHELL OIL COMPANYFOUNDATION

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are needed to see this picture.

COOPERATING ORGANIZATIONSCOOPERATING ORGANIZATIONS

NON-GOVERNMENTAL ASSOCIATIONS

LouisianaNational

International

STATE & FEDERAL AGENCIES

FOUNDATIONS

COMMUNITY PARTNERSCOMMUNITY PARTNERS

CITIES & TOWNSCITIES & TOWNS

PARISHESPARISHES

ATTRACTIONS

FAIRS & FESTIVALS

RESEARCH CENTERS

WILDLIFE PRESERVES

RECREATION AREAS

MAJOR EVENTSMAJOR EVENTS

LEADERSHIP TOURS

AW SUMMITS

CONFERENCESEnvironmental Writers

Bass MastersEstuarine Areas

AW REVIVAL TOURMEDIA EVENTS

In the time it took for this presentation, Louisiana lost a football field of land.

www.americaswetland.com

1-866-4WETLAND

CONTACT INFORMATIONCONTACT INFORMATION

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PRESENTATION OVERVIEW CAMPAIGN BASED ON RESEARCH THE BIG STORY: TWO KEY THEMES THE CAMPAIGN GOAL DEVELOPING A STRONG BRAND ATTRACTING BROAD SUPPORT