Saving the Frog:
A landmark learning experience
for humankind
June 18, 2007
One Voice…One Message
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Many agencies:
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Coming together to create one entity:
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2008: Year of the Frog
To accomplish:
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Amphibian Ark
To launch:
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The World Conservation Union’s (IUCN) Species Survival
Commission (SSC), Conservation Breeding Specialist Group
(CBSG), and Amphibian Specialty 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)
Raising the funds necessary to save endangered amphibians
We must speak with one voice.
Amphibian Ark:
Fleishman-Hillard
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
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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
locations.
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 (con’t.)

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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 organizations.
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
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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
Measurement/Goals

Raise $50 million in funding (corporate,
philanthropic, government)

Save a select group of amphibian species
that cannot be saved in the wild
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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, 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

Amphibians
 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

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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?

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Amphibians play a key role
in the ecosystem
sustaining the food web.
Amphibians’ skin produces
substances that offer
promising medical cures.
Amphibians are
endangered due to many
factors: chytrid fungus,
habitat loss, pollution,
pesticides, and climate
change.

Amphibian Ark can save
them.

You can help.

Frogs reflect the health of
our planet.

Frogs are endangered.

The enemy is chytrid fungus.

Amphibian Ark can save
them.

You can help.
Potential Amphibian Ark Ambassadors
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Sir David Attenborough
Jeff Corwin
Terri and Bindi Irwin
Kermit the Frog
Keroppi (Japan)
Matsugoro-san (Japan)
Additional ambassadors to be identified for other countries.
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:

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“…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 mind; 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
Gives to charitable causes
Ensures good profits
for shareholders
Shares your values
Contributes to
community beyond
paying taxes
1%
Treats and pays
employees well
3%
3%
38%
(down 9 pts.)
8%
9%
Responsive to
customers' needs
Fleishman-Hillard, National Consumers League
survey of 2,078 consumers, Q1 2007
9%
Don't know/Refused
14%
15%
(up 5 pts.)
Goes beyond
law to protect
environment
Going
beyond
the law to
protect the
environment
is especially
important to
Democrats
(22%)
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 all important
Somewhat
important
Don't know/Refused
8%
1%
9%
Democrats most likely to
think this is important
(95%), followed by
Independents (82%), and
then Republicans (65%)
82%
Extremely/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
all necessary
Somewhat
necessary
Don't know/Refused
8%
1%
14%
Democrats and
Independents
are especially likely
to think global standards
are necessary (85% and
79%, respectively)
but a significant proportion
of Republicans feel the
same (66%)
78%
Extremely/Very
necessary
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
11%
Somewhat
influential
Democrats and
Independents especially
likely to feel this way
(73% and 69%,
respectively), more so
than Republicans (55%)
1%
22%
67%
Extremely/very
influential
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
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Presenting sponsorships of Amphibian Ark
Logo and/or name in:
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Press releases
Collateral materials
Amphibian Ark Web site
Advertising (if any) – print, tv, radio, outdoor
Amphibian Ark merchandise (excluding
merchandise sold at zoos and aquariums)
Signage at:
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Zoos and aquariums (excluding those in North America)
Other participating venues in North America, if any, such
as Science Centers
Tie-ins with educational programs
(continued)
Potential Sponsorship Assets (cont.)
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Use of Amphibian Ark logo and right to execute
promotions internally or at retail

Inclusion in launch event and press conference
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VIP tickets to any special events or galas
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Amphibian Ark speaker for employee event
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Attendance at Amphibian Ark conferences
Sponsorship Packages
Noah - $5M
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Presenting sponsorship of Amphibian Ark program
Frog - $2.5M
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Official status
Toad - $1M
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Supporter
Salamander - $500K
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Patron
Note:
 Package benefits to be developed and finalized as assets are determined.
Packages will not include on-site exposure at North American zoos and
aquariums.
 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 negotiated.
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
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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
or
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Consumer promotion soliciting photos of amphibians in
the wild
or
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Activate through online and statement messaging and
partnerships with member organizations

“Adoption” of Gold Frogs
THE LEARNING CHANNEL
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Commit to TV and Web coverage on Discovery and
Animal Planet
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Unleash communication network to provide
messaging across multiple platforms
Sponsor Candidates
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Official “delivery” of amphibians to safekeeping
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Contribute to “saving” amphibians
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On-package exposure for Amphibian Ark
or
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Promote biomedicine benefits of amphibians
CAPABILITIES
Vision

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

Global reach and coordination

Growing our employees

Our quality reputation

Leveraging new technologies

Measuring impact on business
goals
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
cooperation

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

Gives clients access to the counsel
of the most experienced
practitioners in various industries,
disciplines, and target audiences
Practice Group Approach
B-to-B Marketing
B-to-C Marketing
Corporate
Digital
Financial
Communications
Food & Agribusiness
Healthcare
Multicultural
Public Affairs
Retail
Homeland Security
Social Impact
Marketing
Innovation
Sports Business
FH Hispania
Internal
Communications
Technology
FH Out Front
Litigation Support
Energy
FH Boom
FH Youth
Transportation
Travel & Tourism
FH International Advisory Board


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
Newt Gingrich
Former White House chief of staff, former director of
the Office of Management and Budget, and former
representative of the House of Representatives
Chairman of CIC, Inc., writer, lecturer, columnist
Former Speaker of the House, CEO of
The Gingrich Group
Shoichiro Irimajiri
Former senior executive with Honda Motor Co. and
Sega Enterprises, Ltd.
Mickey Kantor
Former U.S. secretary of commerce and U.S. trade
Representative
David Kessler
Dean and vice chancellor for medical affairs at the
University of California San Francisco
General Barry McCaffrey
Former Director of the White House of National Drug
Control Policy, former member of the President's
Cabinet and the National Security Council for drugrelated issues. Currently serves as a national security
and terrorism analyst for NBC news
John Onoda
Former senior communications executive with
The Charles Schwab Corp., Visa USA, General
Motors, and Levi Strauss
David Peterson
Former leader of the Ontario Liberal Party and Ontario
Legislature, chairman of Cassels Brock & Blackwell
LLP, and director of several leading Canadian
companies
Tom Ridge
Former Pennsylvania Governor and Homeland
Security Secretary
Christine Shipley
Former technology writer and editor for PC Week,
PC Magazine, PC/Computing, InfoWorld, US Magazine,
and Working Woman
Dr. Louis W. Sullivan
Former secretary of the Department of Health and
Human Services, and president of the Morehouse
School of Medicine
Pete Wilson
Former California Governor and U.S. Senator
Fleishman-Hillard Worldwide Network
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In 2006,
The Holmes Report … Named Us
“
International
Agency of the
Year
”
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: