Madison Bell | Zachary Edington | Jonathan Howell
Kimberly Kato | Anna Radliff
Table of Contents
Executive Summary…………………...3
Situation Analysis……………………….4-39
Industry Information…………..4-16
Client Background……………..17-20
Problem……………………………..21
Target Market…………………….22-31
Competition……………………….32-39
Objectives…………………………………..40
Strategies……………………………..……41-48
Local Festivals……….…………..43
Newspaper Inserts…….……….44
Posters………………………………45
Rack Cards…………………..……46
Radio…………………………………47
Television…………………………..48
Tactics……………………………………….…49-64
Local Festivals……………………..49-50
Newspaper Inserts……………….51-53
Posters…………………………...……54-56
Rack Cards………………………..…57-58
Radio……………………………………59-61
Television……………………………..62-64
Budget………………………………………….65
Control and Implementation…….…..66
Conclusion…………………………………....67
Bibliography………………………………….68-71
Appendix………………………………………72-85
2
Executive Summary
Objectives
Increase awareness for all parts of the Conservancy in Lee County from 50% to 75% by April 2013. Increase awareness for
all parts of the Conservancy in Collier County from 75% to 90% by April 2013. Increase high school and college volunteers
from 5% to 25% By April 2013. Increase Donor Information Requests from 800 requests to 1,000 requests By April 2013.
Target Market
In order to increase overall awareness, the Conservancy of Southwest Florida will target adults 25-54 years old within a 25
mile radius of the Conservancy. The targeted households will have a combined income of $75,000-$199,999. The second
target market will focus on high school and college students that range from ages 15-24 currently pursuing volunteer/
community service hours.
Creative Tactics
The Conservancy will incorporate their existing tag line “Our Water, Land, Wildlife, Future” in their ads because it
emphasizes their mission statement and values. The Conservancy will participate in local festivals by setting up a booth
providing information directly relating to the target market of 25-54 year olds. There will be inserts placed in the Naples
Daily News informing readers about the Grand Re-Opening and also annual memberships packages. There will be eye
catching posters that will be distributed in all public high schools, colleges and universities throughout Collier and Lee
County. Radio and television ads will also be broadcasted on multiple channels to specifically emphasize the Grand ReOpening on April 6, 2013.
Budget
The $25,000 budget was carefully disbursed using various forms of media to successfully reach the target markets. The
different forms of media involved in the campaign are booth rentals, rack cards, newspaper inserts, posters, and radio and
television ads. The majority of the budget will be allocated towards television commercials, exactly $12,000. The media
vehicle that will consume the smallest portion of the budget will be newspaper inserts that will cost $654.24. In total, this
campaign will cost $24,632.19 leaving $367.81 unspent.
3
Situation Analysis - Industry Information
Non-profit Organizations
According to IBIS World Industry Report, the primary activities in the non-profit industry
are environmental advocacy organizations and wildlife preservation organizations, as
well as working with Environmental and Wildlife Conservation Organizations. In 2011,
there was an average of 14,049 conservancies in the United States with
average revenue of $21.6 billion (Dai, 2010). In the United States there are 1,574,674
non-profit organizations while in the state of Florida, there is a total of 78,066
registered non-profit organizations (National Center for Charitable Statistics, 2011). Of
these organizations, 1,267 are focused on environmental issues similar to the
Conservancy of Southwest Florida (National Center for Charitable Statistics, 2011).
4
Situation Analysis - Industry Information
Non-Profit Organizations
Non-profits organizations that exist for educational or charitable reasons, and from which
its shareholders or trustees do not benefit financially (investorword). Any and all money
gifted must be used by the organization for its own expenses, operations, and programs.
Many non-profit organizations also seek tax exempt status, and may also be exempt from
local taxes including sales taxes or property taxes (investorword).
5
Situation Analysis - Industry Information
Donation Trends for Non-profit
With an expected growth in revenue over the next five years, there is an anticipated
increase in private donations to non-profit organizations. Recently, private
donations to international relief efforts have increased from 3.8 percent in 2006
to 5.0 percent in 2010, according to the IBIS World Industry Report. A threat to
donations toward non-profit organizations is predicted to drop 10 percent in
federal funding by 2016 ("Ibis world business," 2012). Private donations have
shifted toward international relief efforts including the January 2010 earthquake
in Haiti and the March 2011 earthquake and tsunami in Japan ("Ibis world,"
2011). While private donations report for 50.4 percent of the industry's turnover,
government grants offer 20.2 percent of the industry's revenue ("Conservation &
human," 2012).
6
Situation Analysis - Industry Information
External Drivers for Non-profits
On average, Americans contribute about two percent of their disposable income
to philanthropic causes. Over the next five years, the unemployment rate is
expected to fall in the United States with an estimated growth in revenue of 3.2 percent.
This growth in revenue will help increase private donations to non-profit organizations,
specifically to conservation and human rights organizations (Dai, 2010).
The following table is a list of non-profit organizations registered with the IRS in the United
States. The organizations are divided using National Taxonomy of Exempt Entities codes
(NTEE). The environmental group of organizations holds the seventh largest number of
organizations out of the 26 categories (NCCS, 2011).
7
Situation Analysis - Industry Information
External Drivers for Non-profits
8
Situation Analysis - Industry Information
Volunteering in the United States
In 2010, the volunteering rate in the United States declined from 26.8 percent to 26.3
percent, meaning 62.8 million people over the age of 16 volunteered at least once
between September 2009 and September 2010 ("Bureau of labor," 2011). Women were
reported to volunteer more than men across all major demographic characteristics (ages,
education levels, etc.). Between September 2009 and September 2010 there was a
average of 52 hours per person volunteered. There was a median high of 96 hours to a
median low of 40 hours ("Bureau of labor," 2011).
9
Situation Analysis - Industry Information
Local Environmental Organizations
The Southwest region of Florida is dominated by wetland ecosystems in which 40% of the
lands are conservancies (Main, 2009). The map displayed below is a geological reference
of some of the major conservations in the Southwest Florida region (Main, 2009).
10
Situation Analysis - Industry Information
Environmental Organizations
Based on the 2006 information provided by the University of Florida, the natural lands
allocated to conservation land acreage in the Southwest Florida region are divided
by the following counties (Main, 2009).
11
Situation Analysis - Industry Information
External Drivers for Environmental Organizations
According to IBIS World Industry Report, key external drivers in the environmental
conservation/ ecological and non-profit industry include: per capita disposable incomes,
federal funding for social services, national unemployment rates, the average time spent
on leisure and sports per person, as well as corporate profit. Despite all
the external factors, in the next five years revenue in the conservation and
ecological industry will increase an estimated 4.5 percent to $26.9 billion (Dai,
2010). Although this is an improvement, revenue is not expected to equal pre-recession
amounts. A crucial factor that could threaten this growth in revenue is
a possible decline in federal funding due to budget cuts.
12
Situation Analysis - Industry Information
Donation Trends for Environmental Organizations
Personal contributions to environmental and animal organizations declined 2.3 percent during
2010, in spite of the BP oil spill (National Park Service, 2011). Fortunately, environmental
and animal protection groups have maintained their share of private donations over the
past five years and are expected to rise in the future. A threat to this projected increase in
donations is the anticipated cuts to federal funding and a gradual decline in government
grants. Also, with increasing concerns about global warming and an increasing connection
of the environment to health-related issues have impacted the $6.66 billion donated
towards environmental and animal welfare matters (National Park Service, 2011). The
following chart shows how the donations were gifted across eleven different types of nonprofit organizations, including the $6.67 billion to environmental issues.
13
Situation Analysis - Industry Information
Donation Trends for Environmental Organizations
(National Park Service, 2011)
14
Situation Analysis - Industry Information
Conservancy of Southwest Florida Industry
The industry that the Conservancy of Southwest Florida partakes in is a collaboration of
environmental conservation/ ecological organizations and non-profit organizations. The
Conservancy fits into these categories because of the main focus on environmental issues
addressed in their mission statement. The leading industry goal is to constructively
address the conservation concerns related to the environment in the Southwest region of
Florida. More specifically, the industry’s focal point is to develop educational tools in protecting
Florida’s unique natural environment. The conservation/ ecological industry includes
organizations primarily engaged in promoting a wide range of social and environmental issues.
These organizations typically include causes linked with environmental and wildlife protection,
community action, international awareness and other social causes (Dai, 2010).
15
Situation Analysis - Industry Information
Volunteering in the Conservancy of Southwest Florida Industry
According to Bureau of Labor, citizens who pursued a higher education were most likely to
volunteer for multiple organizations. Of those who volunteered, 42.7 percent became
involved with the organization after being asked to donate their time (“Bureau of labor,"
2011). For the Conservancy of Southwest Florida this could be a direct correlation
between the number of volunteers to the number of possible future members.
16
Situation Analysis - Client Background
History
In 1964 the face of Southwest Florida was being changed (Wilson, 2009). The ageless
habitats of tropical birds, fish, plants, and all other wild life was being destroyed. This
transformation of subtropical wilderness into homes and business had to be stopped. So on
Saturday April 11th , 1964, a group of people with different concerns about the environment
met in Naples to discus the decimation of these habitats and the Collier County Conservancy
was born (Wilson, 2009). They had one goal at the time and that was to acquire Rookery Bay
and Henderson Creek south of Naples. A “Road to Nowhere” as it was deemed by outraged
citizens, was to be built south towards Rookery Bay and the 10,000 Islands
("Facebook.com/conservancyswf" 2012). The leaders of this grassroots movement goal at the
time was to stop the expansion of housing into this precious habitat. The founding fathers of
the Collier County Conservancy where Lester Norris, George Vega, Charles Draper,
Joel Kuperberg, Nelson Sanford, and Fred Winter. Charles Draper would serve as the first
president of the Collier County Conservancy and lead the fight to save Rookery Bay.
17
Situation Analysis - Client Background
History (contd.)
The Conservancy of Southwest Florida has come a long way and accomplished many things. It
started as a small group of passionate people, and that same passion can be seen today. The
organization has grown to now have twenty six members sit on its board of directors. On January 17th
more than 700 people packed the Naples Beach Hotel and Golf Club where Florida Gulf Coast
University current President Wilson Bradshaw was welcomed to the Board of Directors to serve a four
year term. (Mint Design Co, 2012).
The Conservancy has now more than 4000 members, and their campus sits on 21 acres of
nature preserve in the heart of Naples ("Our campus," 2011). The campus is home to the Christopher
B. Smith Preserve, Eva Sugden Gomez environmental planning center, Shotwell Wavering filter marsh,
Von Arx Wildlife Hospital, Dalton Discovery Center, Ferguson Learning Laboratory, Allyn Lagoon and
Gazebo, Eaton Conservation Hall, Jeannie Meg Smith Theater, and the Lutgert Commons Deck. This
complex serves as a resource of history and education to thousands of residents, school children,
summer campers, and visitors each year.
The current president and CEO Andrew McElwaine is excited to lead the Conservancy into the
future. In November he will be at the helm for the Conservancy's Grand Re-opening scheduled in
November of 2012 and coming off the successful 38.8 million capital campaign he could not be
more happy but reminds everyone that “ There is no off season here at the Conservancy”.
(McElwaine, 2012)
18
Situation Analysis - Client Background
Mission Statement
"The mission of the Conservancy of Southwest Florida is to protect Southwest Florida’s
unique natural environment and quality of life… now and forever. The Conservancy is a
grassroots organization focused on the critical environmental issues of the Southwest
Florida region. We work to protect land, water and wildlife, control unplanned growth and
educate the public about South Florida’s wildlife. We used science-based research to inform
government leaders and promote sound environmental policies and practices. We forge
conservation partnerships on the local, regional and national level to have maximum
impact. Research from our science department provides the basis for of that work that we
do” (Non profit report, 2012).
19
Situation Analysis - Client Background
•
•
•
•
•
•
•
•
•
•
•
•
•
•
1964 - Local citizens block the “Road to nowhere”
1965 - Collier County Conservancy is formed and 300,000 is raised ("Nerrs.noaa.gov,")
1966 - Collier County Conservancy officially incorporates (Conservancy SWF, 2010), Purchase first 1,600
acres (Winters, 1966) in proposed Rookery Bay Sanctuary and dedication of Rookery Bay Sanctuary
1967- the Conservancy purchased additional 150,000 of Rookery Bay Property and deeded it to National
Audubon Society ("Handsontheland.org," 2001)
1971- Continued to raise money and make purchases, buys Shell Point for 235,000,completely enclosing
Rookery Bay ("Nerrs.noaa.gov,")
1974- Supports Federal Government purchase of 570,000 acre Big Cypress National Park (Conservancy
SWF, 2010)
1977 Rookery Bay Sanctuary becomes National Estuarine Research Reserve ("Handsontheland.org," 2001)
One of only 11 reserves in the U.S dedicated to research. (Conservancy SWF, 2010)
1981- Sea Turtle Program Begins on Keewaydin Island
1982 Name Changed to “The Conservancy Inc.” (Conservancy SWF, 2010)
1984- Reaches agreement with Deltona Corp. in land mitigation
1986- Helps establish Barefoot beach state park (Conservancy SWF, 2010)
1996- “The Conservancy Inc.” becomes “Conservancy of Southwest Florida” ("Our campus," 2011)
2006- Purchase 7 acres of Fleishmann property at Goodlette-Frank Road spurring idea of “Naples central
park” (Conservancy SWF, 2010)
2012- Planning Grand Re-opening of its 22 acre Naples facility (McElwaine, 2012)
20
Situation Analysis - Problem
Creating awareness for all parts of the Conservancy and all it has to offer. The
residences of Collier and Lee County currently view the Conservancy of
Southwest Florida as an organization that is concerned about the estuarine
environment. Although this statement is true, we want our residences to know
that the Conservancy of Southwest Florida is concerned about the many different
ecosystems of the land, water and wildlife as a whole. Not only does the
Conservancy focus on protecting all aspects of the local environment, they would
also like for their residences to know they offer educational and hands-on
programs for children, a Nature Center, Good Fortune, Resale Store,
and Policy Messaging.
21
Situation Analysis - Target Market
Our target market is adults 25-54 years of age within a 25 mile radius of the Conservancy of
Southwest Florida. The targeted households will have a combined income of $75,000$199,999. It is necessary to grasp the attention of this market for the long run sustainability
of the Conservancy. Without the donations and memberships from this target market the
Conservancy will fail to fulfill their mission and will not sustain their operations. We also
researched a secondary target market of students from the age of 15-24. The reason for this
second target market is to fulfill the need of volunteer's that help run and maintain the
Conservancy of Southwest Florida. We gained insight from these two target markets using
primary and secondary research. We distributed two separate surveys for each target market,
and also pulled information from the 418,208 residents that live within a 25 mile radius of the
Conservancy ("Demographicsnow.com," 2010).
22
Situation Analysis - Target Market
Target Market (Primary Research)
We surveyed 34, 25-54 year olds that live within the 25 mile radius of the Conservancy.
From those who where surveyed we found that they lived in this area for an average of 14 years, yet
only 29.4 percent of them knew what the Conservancy of Southwest Florida is. From those that
knew about the Conservancy, 80 percent thought that all they did was rescue and rehabilitate
animals. After informing the participants of what the Conservancy has to offer they where asked if
they would pay $65 for a Basic Yearly membership to the Conservancy of Southwest Florida. 52.9
percent responded favorably and 23.5 thought that $40-$50 would be more reasonable. The next
couple of questions focused on education of SWFL land, water, and wildlife. 94.1 percent said they
would like their kids to be highly educated about these issues and 82.4 percent of the respondents
wanted to be better educated about their local environment. 58.8 percent of those surveyed would
like to be more involved with their community and 88.2 percent would like to send their kids to a
local summer camp where they can learn about the local environment. The last question asked
about their annual income, according to the Echelon Marketing Group “Most fundraisers recognize
that a person’s income, tangible assets (such as home or cars), and lifestyle preferences are
unreliable indicators (Echelon, 2007). What really matters most is the possession of liquid financial
assets to fund a significant contribution.” Only 29.4 percent of those surveyed fell into our income
demographic of $75,000-$199,999.
*Surveys and graphs are located in the appendix
23
Situation Analysis - Target Market
Target Market Primary Research
The second group surveyed was students between the ages of 15-24. 62 students
were in college and 80.6 percent of those students need to fulfill a certain amount of
community service/service learning hours to graduate or receive scholarships. 72.2 percent
where interested in volunteering in the natural environment. Unfortunately, only 25 percent of
the respondents knew about the Conservancy, and only two of the 64 students surveyed were
previous volunteers at the Conservancy. 80.6 percent of those surveyed would like to
volunteer at the Conservancy if they had more information on it, but 61.1 percent did not
want to receive e-mails from the Conservancy.
*Survey and graphs are located in the appendix*
24
Situation Analysis - Target Market
(Secondary Research) Adults 25-54
There are 48,748 individuals that live within a 25 mile radius of the Conservancy
between the ages of 25-54 and have a combined annual income of $75,000-$199,999
("Demographicsnow.com," 2010). Our marketing campaign efforts are geared towards
this specific target market. There are 133,826 people between the ages of 25-54 year
old that live with in the 25 mile radius of the Conservancy ("Demographicsnow.com,"
2010).
25
Situation Analysis - Target Market
Secondary Research
("Demographicsnow.com," 2010)
26
Situation Analysis - Target Market
Secondary Research
Adults 25-54
Of the 418,208 individuals, there are 136,754 people between the
ages of 25-54 year old that live with in the 25 mile radius of the Conservancy
("Demographicsnow.com," 2010).
Target Market
Age 25 - 34
9.7%
Age 35 - 44
10.5%
Age 45 - 54
12.5%
27
Situation Analysis - Target Market
Income By Age Comparison - (Demographic detail comparison, 2012).
•
25-34
% Income $ 75,000 to $99,999
% Income $100,000 to $124,999
% Income $125,000 to $149,999
% Income $150,000 to $199,999
•
35-44
% Income $ 75,000 to $99,999
% Income $100,000 to $124,999
% Income $125,000 to $149,999
% Income $150,000 to $199,999
•
13.5%
5.4%
2.8%
1.6%
16.8%
7.8%
4.0%
3.5%
45-54
% Income $ 75,000 to $99,999
% Income $100,000 to $124,999
% Income $125,000 to $149,999
% Income $150,000 to $199,999
16.5%
10.5%
5.3%
5.8%
28
Situation Analysis - Target Market
Secondary Research
Student Target Market
Of the 418,208 individuals, the total amount of students in our area make up 9.3 percent of
the population, or 38,895 students total ("Demographicsnow.com," 2010).
Target Market
Age 15 - 19
4.7%
Age 20 - 24
4.6%
29
Situation Analysis - Target Market
Psychographics
According to Nielsen’s My Best Segments, there are eight different segments that are part of
our target market. These markets include: Blue Blood Estates, Young Digerati, Country
Squires, Winners Circle, Upward Bound, Beltway Boomers, Kids & Cul-de-sacs, and Fast-Track
Families. These segments have a lot in common but are each slightly different from one
another ("Claritas," 2012).
The target market enjoys outdoor activates such as jogging, snorkeling, water
skiing, hunting and playing tennis ("Claritas," 2012). The majority of their shopping is done
online from Amazon.com, Target.com, Buy.com, and Expedia.com. They also have annual
memberships to Costco, shop at Neiman Marcus, Thomasville, and the Disney store
("Claritas," 2012). These individuals read the Wall Street Journal, Economist magazine,
Architecture digest, and Parenting magazine ("Claritas," 2012). Due to their high income they
are able purchase more expensive family vehicles such as the Yukon Denali, Toyota Sequoia,
Volkswagen Routan, Chevy Suburban Flex Fuel, Mercedes GL class, and the Audi A8
("Claritas," 2012).
30
Situation Analysis - Target Market
Students between the ages of 15-24 are some of the hardest consumers to communicate with and
the differences between a 15 year old and 24 year old are vast. They are broken up into two different
age groups:
15-19
These teenagers are at a turning point in their life, they do not read much but when they do its
on Facebook or on other social networking sites. They enjoy their hobbies and sports but they
value time spent with friends the most ("Claritas," 2012). When students are looking to
volunteer they will turn to parents or guidance counselors on where to donate their time. Most
teenagers are interested in the newest technology, latest fashion trends, and have a fast paced
lifestyle ("Claritas," 2012).
20-24
This segment is much more mature even though there is only a one year difference in age. They
have been given more freedom from there parents and they are beginning to gain interest in
things they feel they would be beneficial to their life, such topics include politics and theology
("Claritas," 2012). When it comes to volunteering, it’s no longer perceived as a major burden
but more of an experience to learn. They have begun to read and watch more news but it is
typically done online. These young adults are always connected to their phone or other forms of
technology ("Claritas," 2012).
31
Situation Analysis - Direct Competition
Naples Zoo at Caribbean Gardens
The Naples Zoo at Caribbean Gardens was founded in 1919 with a vision from Dr.
Henry Nehrling, a local botanist . As a private botanical garden, this iconic landmark in Naples
has served as one of the leaders in collier county for education and conservation. The Naples
Zoo operates as a Charitable 501©(3) “The Naples Zoo, Inc” was created in the State of
Florida as a not-for-profit entity in 2003 ("napleszoo.com," 2005).
The lush 44 acre complex is owned by Collier County and leased to the Naples Zoo
but is not operated by any county or city officials. The Naples Zoo operates with an elected
Board of Directors, the board oversees the hiring of employees and the management. They
also offer a wide array of volunteer opportunities from working directly with exotic animals to
membership program aides. The mission of the Naples zoo could not be reached without the
help of the volunteers.
The Naples Zoo is a major tourist attraction welcoming over 300,000 visitors each
year ("napleszoo.com," 2005). The Naples Zoo does not receive subsidies from taxes like
most zoos, they rely on the revenues from admission to operate the zoo and also receive
private donations and grants for improvements and expansion. They also have built in a
conservation fee to each visitor's admission that goes directly to supporting conservation
programs ("napleszoo.com," 2005).
32
Situation Analysis - Direct Competition
Naples Zoo at Caribbean Gardens
The Mission statement of the Naples Zoo is “Naples Zoo at Caribbean Gardens
seeks to delight guests with the natural world to inspire the conservation of our
planet's remaining wild areas and their wondrous inhabitants” ("napleszoo.com," 2005). The
Naples Zoo does not just educate the community about local environments and animals, but
gives visitors the opportunity to learn about species and environments from around the world.
The nonprofit Naples Zoo at Caribbean Gardens is celebrating the new year with
the announcement, the Zoo welcomed 326,435 guests in 2011 which is an 8.4 % increase
over last year and the highest attendance in its long history (Tetzlaff, 2012). Also, Naples Zoo
now has over 23,000 Zoo Members – a 9% increase over last year (Tetzlaff, 2012). The
admission cost to the Naples Zoo at Caribbean Gardens is $19.95 for adults, $18.95 for
seniors, $12.95 for children, and children under the age of 2 are free ("Naples zoo: Visitor,"
2011). They also offer a wide variety of memberships starting at $24.95 for children and goes
all the way up to $1,000 for patron memberships ("napleszoo.com," 2005).
The Naples Zoo at Caribbean Gardens is located at 1590 Goodlette-Frank Road
Naples Florida 34102.
33
Situation Analysis - Direct Competition
Collier County Audubon Society
The Collier County Audubon Society was founded in 1961 and is one of forty-three
Florida chapters that belong to the National Audubon Society . Their mission is “to promote an
understanding of and interest in wildlife and the environment that supports it, and to further the
cause of conservation of all of our natural resources” ("Collieraudubon.com," 2000).
The CCAS serves the Southwest Florida community by educating residents on topics
such as rescuing wildlife, exotic species, and invasive exotic species. They are a cooperator of many
other local Florida conservation groups and were a major part of the establishment of the
Conservancy of Southwest Florida.
The CCAS is a major advocate for living green and they introduce this life style to many
young kids through their Young Birds program. This program is designed for kids 6-18 years old,
and memberships cost $10 for the Young Birds program ("Collieraudubon.com," 2000). They also
welcome many field trippers each year from local elementary and middle schools.
Throughout the year the CCAS brings in various speakers and workshops to educate the
public and help raise funds for their operation. At their recent Feathers & Friends Gala they raised
over $90,000 to put back into the advocacy and education programs ("Collieraudubon.com,"
2000).
34
Situation Analysis - Direct Competition
Collier County Audubon Society
The Collier County Audubon Society, Inc. is a non-profit conservation organization
organized under the laws of the State of Florida on August 3, 1961 ("Collieraudubon.com,"
2000). The Society is affiliated with the Florida Audubon Society and the National
Audubon Society and registered with the Florida Department of State (document number
702752) as a not-for-profit organization. The Federal Internal Revenue Service recognizes
the Society as an organization exempt from Federal income tax under section 501(c)(3) of
The Internal Revenue Code. As such, contributions to the Society are tax deductible
("Collieraudubon.com," 2000).
The Collier County Audubon Society is located at 1020 8th Ave. South, Suite 2,
Naples, FL 34102 .
35
Situation Analysis - Direct Competition
CREW Land and Water Trust
CREW Land & Water Trust was established in 1989. CREW stands for Corkscrew
Regional Ecosystem Watershed. The watershed consist of over 60,000 acres and offers this land to
the public for environmental tours, hiking, hunting, horseback riding and camping ("Lee and
collier," 2011). The CREW project spans across five different sections including the Flint Pen
Strand, Bird Rookery Swamp, Corkscrew Swamp Sanctuary, Corkscrew Marsh, and Camp Keais
Strand.
CREW was formed by a cooperative acquisition group including the Audubon Society,
Southwest Florida Water Management District, as well as business partners and private owners.
CREW’s dedication to the local community is becoming more and more important with the rapid
expansion of urban sprawl ("Land and water," 2011).
The CREW Trust offers the following field trips for K – 12 students:
• Walk Through a Watershed Trip - (designed with and for Collier County 3rd graders)
• Watershed and Wildlife Walk – (adapted for all ages, K-12)
• Middle School – LIFE program - (in conjunction with the FL Department of Environmental
Protection)
• High School Watershed Trips – (Biodiversity, Wetland Ecology, or Fire Ecology)
• Home school/Specialty Trips – (Designed for your needs)
36
Situation Analysis - Direct Competition
CREW Land and Water Trust
Last year CREW volunteers put in over 1,300 hours of service learning and
community service hours ("Land and water," 2011). There is a wide variety of ways to help
CREW by donating your time or gaining hands on experience as an intern.
Memberships are also available due to the fact that CREW operate as a not for profit and
depends on the support of the local community.
Memberships are available at the following levels:
•
•
•
•
•
•
•
•
•
•
Preserver – $5000 and up
Panther – $3500
Woodstork – $2000
Southern Bald Eagle – $1000
Swallow-tailed Kite – $500
Ghost Orchid – $100
Bobcat – $50
Family – $35
Individual – $25
Student – $10
CREW Land and Water Trust is located at 23998 Corkscrew Rd. Estero, Fl 33928
Phone: 239-657-2253 ("Land and water," 2011)
37
Situation Analysis - Indirect
Competition
J.N. Ding Darling National Wildlife Refuge
The J.N. Ding Darling National Wildlife Refuge is located on Sanibel Island and part of the
National Wild Life Refuge System ("Ding darling society,”). This parcel of land was scheduled
to be sold for development when Jay Norwood “Ding” Darling blocked the sale of the land and
urged President Harry S. Truman to sign an executive order creating Sanibel National Wildlife
Refuge in 1945 ("fws.gov," 2008). The refuge was renamed in 1967 to J.N Ding Darling
National Wildlife Refuge ("fws.gov," 2008).
Ding Darling offers many opportunities for volunteers including education center’s
information desk, greeters, roving interpreters, biology, maintenance, and other special
events. Ding darling also welcomes donations but receives their funding from the
Government for operation.
Ding Darling is an important asset to the local wildlife serving as a home to over
220 species of birds and a countless number of juvenile fish that live in the mangroves
protective habitat ("fws.gov," 2008). The abundant wildlife has received a lot of attention and
has become a must-see when visiting southwest Florida. Of the 291 ratings on
TripAdvisor.com, 185 peoples’ experience was excellent leaving many with great memories of
the area (Travelteacher10, 2012).
38
Situation Analysis - Indirect
Competition
Florida Wildlife Federation
The Florida Wildlife Federation is a state-wide, private, non-profit conservation. It is
composed of three offices and thousands of volunteers who have a common interest in
preserving, managing, and improving Florida's fish, wildlife, soil, water, and plant life. The
offices are located in Tallahassee, St. Augustine, and Naples. The Florida Wildlife Federation’s
mission statement, located on their website, goes into detail about their goals to preserve
Florida’s environment by creating “awareness, understanding, and action brought about by
Federation members and concerned citizens” (Florida Wildlife Federation). The Federation has
been on this mission since 1937. Their main goal is to be the leader in promoting through
education and political action.
Members of the Florida Wildlife Federation are recognized as being a part of the
Wildlife Legacy Club. The club was established in 2007 for those who have made sizable gifts
to the Federation to encourage people to leave a legacy to protect Florida’s wildlife. A donator
is eligible for membership if they make a minimum donation of $5000, donate a bequest
which values $5000, or be a designated Honorary Wildlife Legacy Member by the Florida
Wildlife Foundation Development Committee. Benefits include a news subscription, special
invitations to events, an annual calendar, seasonal note cards, and discounts at the nature
store (Florida Wildlife Federation).
The Florida Wildlife Federation is located at 2590 Golden Gate Parkway, Naples, FL 34105.
39
Objectives
•
Increase awareness for all parts of the Conservancy of Southwest Florida in Lee County
from 50% to 75% by April 2013
•
Increase awareness for all parts of the Conservancy of Southwest Florida in Collier County
from 75% to 90% by April 2013
•
Increase high school and college volunteers at the Conservancy of Southwest Florida
from 5% to 25% by April 2013
•
Increase Donor Information Requests for the Conservancy of Southwest Florida from
800 requests to 1,000 requests by April 2013
40
Creative Strategy
Our primary focus is to increase total awareness among all of our consumers in Collier and Lee
County. Since the beginning of the Conservancy’s adventure in 1964 to preserve the wetlands
of Southwest Florida, the Conservancy’s reputation began to rapidly grow ("Our story," 2011).
Unfortunately, the many members and non-members of the Conservancy have not been able
to grasp the true meaning of how the Conservancy operates. According to Barbra Wilson,
Director of Marketing and Communications, the residences of Collier and Lee County currently
view the Conservancy as an organization that primarily focuses on preserving Southwest
Florida’s surrounding waters. Our survey results proved that many adults were not aware that
the Conservancy of Southwest Florida even existed. Through our many forms of advertising we
will be able to portray the true meaning of the Conservancy, which is protecting water, smart
growth, wildlife rehabilitation and protection, and Everglades restoration ("What We Do,"
2011). To enunciate these themes, we are going to develop a variety of ads featuring the
animals from the Conservancy of Southwest Florida. While using these photos, we will also
incorporate the three main colors from their updated logo: yellow for the future, blue for the
water, and green for the land to help spread our message.
41
Creative Strategy
•Colors: The three main colors used in all of our print advertisements are yellow (#fbc116) for
the future, blue (#1d95d0) for the water, green (#0d6333) for the land.
•Fonts: Bebas Neue, Helvetica
•Theme: Our Water, Land, Wildlife, Future.
•Tagline: “Our Water, Land, Wildlife, Future.”
•Logo: Updated logo for the Conservancy of Southwest Florida.
•Focus of Campaign: To promote the Grand Re-Opening of the Conservancy, to introduce the
new changes made to the facility, and to inform members of new offerings and activities
for adults and children.
•Media outlets: We are choosing local media outlets to advertise to the local target market.
We chose not to advertise nationally because the Conservancy is focusing on building a
client base locally so they understand and care about their surrounding habitat to
eventually build a better future.
42
Strategies - Local Festivals
Festival organizers use cultural and historical themes to develop annual events to attract
visitors. Such festivals provide opportunities for the local community to share their culture and
community development with visitors. Furthermore, they help the local community to develop
its own identity (Liang, 2008). Festivals provide a great opportunity for organizations to be
noticed by hundreds, sometimes even thousands of local visitors. They are an efficient and
effective way to provide information to residences who are unfamiliar with your organization.
43
Strategies - Newspaper Inserts
Dating back to 1690 to the first publication in America, newspapers are still one of the
best ways to advertise and reach a target audience. Newspapers pride on strong local
emphasis due to the many daily purchases and yearly subscriptions (Bellis,
2012). Newspaper publications are sought out by consumers and frequently read for
pleasure. Consumers will take the time to read through the pages for the latest news,
information and entertainment ("The benefits of," 2011). While reading the different
columns, ads conveniently placed adjacent to them hoping to reach their target
audience. One advantage for newspaper inserts is that consumers have already
subscribed to the newspaper, you are guaranteed to literally get your foot in the door.
As for inserts, your message will avoid being perceived as “junk mail” since it is in good
company along side national retail giants.
44
Strategies - Posters
Posters are a form of out of home advertising (OOH) and are truly effective forms of media.
First and foremost, posters are semi-permanent displays; they can not be muted, or switched
like radio and television ads (Bruneau, 2011). An added benefit of using posters is that they
can be placed in any area where it will most likely be effective (Mascia, 2012). Depending on
where posters are located, whether its on the way to work, in the mall, in a school, or any
public area, consumers may be exposed to them more than once. With the increasing
technology innovations it is a lot easier to create incredibly eye-catching advertisements
("Standard poster printing," 2012).
45
Strategies - Rack Cards
Rack cards are a great way to draw attention to consumers. They are a fun, portable
and cheap way to advertise. By strategically using vivid colors and captivating
images, consumers are drawn to read the information given and will retain it. One of
the main advantages of rack card marketing is the greater ability to cater to a
specific audience ("Rack card marketing," 2011). Due to their convenient size they
can easily be taken to any event and passed along to consumers.
46
Strategies - Radio
Radio is one of the few forms of media that is still growing. As reported on AdAge, "more
than 239 million persons ages 12 or older interacting with the medium at least once
a week, according to Arbitron's new RADAR 106 report“ (Hampp, 2010). One of the
greatest benefits of advertising through the radio is its cost; when you consider the
cost versus the size of the potential audience, radio is a very inexpensive marketing
option ("5 benefits of," 2012) . Radio advertising would greatly benefit the
Conservancy because 96 percent of college graduates ages 25 to 54 with an annual
income of $50,000 or more still listen to radio once a week (Hampp, 2010). As
previously stated in the situation analysis, one of the target markets is adults ages 2554 with children. It is a lot easier to target a specific audience with the wide variety of
stations available today. Each station is geared to a more narrow audience so the
message will reach a vast majority of the target market.
47
Strategies - Television
Television is a powerful advertising medium as it combines two main senses - sight
and sound, to create an emotional response. Producing a good ad will deliver a
message that will engage those senses. Advertising through local television
stations provides an even greater ability to segment and target an audience
based on demographic and psychographic infomation.
48
Tactics - Local Festivals
The Naples Art Association hosts many successful art festivals every year. These art festivals
usually draw a local crowd ranging from 5,000-25,000 residences. The Conservancy will
participate in three festivals starting in 2013; the 34th annual Naples National Art
Festival (February 25-26), the 4th annual Mercato Fine Arts Festival (March 3-4), and the
25th annual Downtown Naples Festival of the Arts (March 24-25). Each of these events
will take place from 10:00am- 5:00pm (Megela, 2012). At these festivals the Conservancy
will have the opportunity to set up a booth where they can have representatives provide
information to the public. The dimensions of our booths will be 10 feet x 10 feet. The
images incorporated on our booth (tent, banner, and table) will be the Conservancy’s
updated logo using their primary colors, yellow, blue and green.
49
Tactics - Local Festivals
Dimensions: 10’ X 10’
50
Tactics - Newspaper Insert
According to recent statistics, 59 percent of adults 25-54 years old read the Naples Daily
News. Using the Naples Daily News as one of our media vehicles will ensure that our
message will be read by the vast majority of our target audience (Bitzer, 2012).. In 2011,
the Naples Daily News experienced a five percent (3,000 copy) increase in Sunday home
deliveries ("Read. advertise. grow," 2011). The Conservancy will participate in a
continuous flight strategy for one year (52 weeks) and will have the inserts placed in the
Sunday issues of the Naples Daily News every week leading up to April 6th.
The dimensions of our inserts will be a 5.5” x 8.5”, front and back full color ad and will
remain consistent with our theme. It will also incorporate the Conservancy logo and
tagline ("Local rate card," 2011).
51
Tactics - Newspaper Insert
Front
Back
52
Tactics - Newspaper Inserts
Media Flight Plan
53
Tactics - Posters
One of the main target markets of the Conservancy of Southwest Florida is students ages 1524, and the best way to reach these students is to display posters throughout their school
campus. Since there are 40 schools total, high schools and Florida colleges and
universities, we will order 250 posters for distribution ("Florida colleges and," 2012). In
Collier County there are 10 public high schools and 13 high schools in Lee County ("Collier
county public," 2011) ("Lee county public," 2011). The remaining 17 schools are
comprised of local colleges and universities in Lee and Collier county ("Florida colleges
and," 2012). Ordering 250 posters and distributing them amongst 40 schools would give
a total of 6 posters per school, with the exception of the larger schools who will have a few
additional ones depending on their total population.
54
Tactics - Posters
Dimensions: 24” X 36”
55
Tactics - Posters
Dimensions: 24” X 36”
56
Tactics - Rack Card
Our rack cards will be used to pass out to residences of Collier and Lee county who attend the
3 festivals that will be hosted in January, February and March of 2013. Since festivals
draw large crowds, we will order 15,000, 4”x9” rack cards with high gloss UV coating
("Rack card printing," 2011). 5,000 rack cards will be allocated to pass out at each
festival. The rack cards will be a great way to draw attention to the Conservancy because
readers will be captivated by the images of the wildlife on the front, and informed of all
the programs and activities they provide located on the back. All of the colors
incorporated in the rack cards are the same hues of yellow, blue and green in their main
logo.
57
Tactics - Rack Card
Front
Back
58
Tactics - Radio
Advertisements will be run through the Clear Channel Radio Network, which encompasses
four different radio stations that perfectly describe our target audiences. Each of these radio
stations uniquely grasp the attention of many different listeners and will reach a vast amount
of our target market. FM 105.5 (105.5 The Beat) will be used to captivate our high school and
college student audience because they play the latest in hip-hop and rap music (Hardy,
2012). FM 100.1 (Y100) contains a mix and variety of music for any aged listener. FM 107.1
(Cat Country 107.1) reaches the ears of young adults, and FM 95.3 (95.3 The River) plays
oldies music for our older generation target market. Our ads will be played in the morning
from 6:00am-10:00am for the majority of our target market who are getting ready for school,
and those commuting to work. Then from 3:00pm-7:00pm we will run our ads again for those
who are commuting back home from school and work. Our 30 second commercial will give
us enough time to clearly deliver our message to the listeners about the Conservancy.
*Radio script is located in the appendix*
59
Tactics - Radio
Clear Channel Rate Card
M-F
M-F
M-F
M-F
6A-10A
10A-3P
3P-7P
6P-7P
30's
$40
$40
$40
$30
15's
$30
$30
$30
$20
M-F
M-F
M-F
M-F
6A-10A
10A-3P
3P-7P
6AP- 7P
30's
$40
$40
$40
$30
15's
$30
$30
$30
$20
M-F
M-F
M-F
M-F
6A-10A
10A-3P
3P-7P
6AP- 7P
30's
$75
$75
$75
$70
15's
$40
$40
$40
$35
M-F
M-F
M-F
M-F
6A-10A
10A-3P
3P-7P
6AP- 7P
30's
$45
$45
$45
$35
15's
$30
$30
$30
$25
95.3 OLZ
Cat Country
105.5 The Beat
Z100
60
Tactics - Radio
Media Flight Plan
61
Tactics - Television
The Conservancy will be broadcasting their commercial on ABC-7 News at 6am from 6:00am7:00am, and again on ABC-7 News at 6pm. During these hours our ad will be featured two
times per hour. This will occur Monday-Friday for 5 weeks prior leading up to our Grand
Re-Opening on April 6th. The early morning hours were chosen because that is the typical
time the average working person wakes up and begins their day. Our evening hours were
chosen because it gives our target market the time needed to commute home from work
and relax in front of the TV after a long day.
The ABC-7 Coverage Map spans across Collier, Lee, Charlotte, DeSoto, Glades and Hendry
County, reaching 422,812 people in these areas. Amongst the population, 45.2 percent of
these residences are 25-54 years old (Beard, 2012). This will guarantee that our message
will be diffused throughout our target market.
*TV Script is located in the appendix*
62
Tactics - Television
ABC-7 Coverage Map
63
Tactics - Television
Media Flight Plan - Television
64
Budget
65
Control and Implementation
In order to determine if our objectives for awareness have been met, we will conduct a
survey to measure the campaign's success. This survey will be given via direct mail
to households with children in Lee and Collier County. We are confident that results
will produce a positive outcome related to our marketing objectives. Also, by
checking the Conservancy's database for new members and donations will help to
explain results of possible increased awareness. When guests come to the
Conservancy, a brief questionnaire can be filled out to obtain information on how
they found out about the Conservancy and why they decided to come visit. We are
responsible for the administration of the surveys as well as implementing more
profitable options. A record of the volunteers and interns will confirm the gained staff
of high school and college students. Also, a record will be kept of the attendance of
the grand opening and donor application requests. We will go the extra mile to make
sure our campaign is executed with the utmost success.
66
Conclusion
This campaign was carefully crafted using research and creative strategies to ensure that through our
marketing efforts the Conservancy of Southwest Florida will have an increase in awareness throughout
their target markets. The strategies and tactics implemented are the most valuable for the Conservancy
given a limited budget of $25,000. We can assure you that the budget was used in the most efficient
and effective way possible by reaching our target markets from a wide variety of angles.
Many residences of Lee and Collier County are unfamiliar with countless activities that the Conservancy of
Southwest Florida has to offer. This campaign will inform residences that the Conservancy of Southwest
Florida is concerned about the many different ecosystems of the land, water and wildlife as a whole. Not
only does the Conservancy focus on protecting all aspects of the local environment, they would also like
for their residences to know they offer educational programs for children, interactive nature facilities, and
volunteer opportunities for people of all ages. Objectives that will be achieved through this campaign will
be to increase awareness in Lee and Collier County by 25 percent and 15 percent respectively, increase
high school and college volunteers by 20 percent and increase donor information requests by 200
requests by April 2013. The target market for this campaign includes adults ages 25-54 with children
and an annual income of $50,000 or more as well as high school and college students. We plan to
accomplish these objectives through an advertising campaign that uses local festivals, newspaper
inserts, posters in high schools and universities, rack cards, and radio and television ads. Following our
campaign, results will be measured by surveys administered in Lee and Collier county, and distinguishing
the change in number of donor information requests.
67
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Florida Wildlife Federation. (n.d.). Who we are. Retrieved from
http://www.fwfonline.org/About/Our-Mission.aspx
fws.gov. (2008, December 18). Retrieved from http://www.fws.gov/dingdarling/About/about.html
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71
Appendix
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Pre-Campaign Survey- Parents
Administered Questions:
How long have you lived in the Southwest Florida Region?
Have you heard of the Conservancy of Southwest Florida?
What do you know about the Conservancy of Southwest Florida? Please elaborate.
As a parent with a child (or children), would you pay $65 for a Basic Yearly Membership to the
Conservancy of Southwest Florida? The Basic Membership would include: Free admission to
Conservancy Nature Center: 2 Adults and 4 children (under 18) Free admission/ other discounts at
147 nature centers across the country and at Mote Marine Members-only early admission with free
coffee and early boat ride sign-up 10% discount in Nature Store Conservancy publications and enews, and Advance notice and discounts for Conservancy programs, including Summer Camp
Would you like your children to be highly educated about their how environment, including the land,
water and wildlife?
Would YOU like to become more educated about your home environment, including the land, water
and wildlife?
Would you and your family like to become more active in your local community?
Would you send your children to a summer camp to learn more about the environment, including the
lad, water and wildlife?
What is your annual income?
Would you be willing to make a donation to the Conservancy of Southwest Florida? If so, how much?
72
Appendix
Pre-Campaign Survey Results- Parents
1. How long have you lived in
the Southwest Florida Region?
12%
2. Have you head of the
Conservancy of Southwest
Florida?
1-5 years
35%
12%
6%
6-10 years
29%
11-15 years
16-20 years
Yes
21-25 years
No
26-30 years
12%
12%
11%
31 years +
71%
34 Total Respondents
73
Appendix
Pre-Campaign Survey Results- Parents
3. What do you know about the
Conservancy of Southwest Florida.
Please elaborate.
4. As a parent with a child (or
children), would you pay $65 for a
Basic Yearly Membership to the
Conservancy of Southwest Florida?
Question 3 contains qualitative data
and can not be displayed as a graph.
47%
Yes
53%
No
34 Total Respondents
74
Appendix
Pre-Campaign Survey Results - Parents
6. Would YOU like to become more
educated about your home
environment, including the land,
water and wildlife?
5. Would you like your children to be
highly educated about their home
environment, including the land,
water and wildlife?
6%
18%
Yes
Yes
No
No
82%
94%
34 Total Respondents
75
Appendix
Pre-Campaign Survey Results - Parents
8. Would you send your children to a
summer camp to learn more about the
environment, including the land, water
and wildlife?
7. Would you and your family like
to become more active in your
local community?
12%
41%
Yes
Yes
No
No
59%
88%
34 Total Respondents
76
Appendix
Pre-Campaign Survey Results- Parents
9. What is your annual income?
18%
18%
$0-$20,000
10. Would you be willing to make a
donation to the Conservancy of
Southwest Florida? If so, how much?
Question 10 contains qualitative data
and can not be displayed as a graph.
$20,001-$40,000
6%
$40,001-$60,000
6%
23%
$60,001-$80,000
$80,001-$100,000
$100,001- and above
29%
77
Appendix
Pre-Campaign Survey- Students
Administered Questions:
1.
2.
3.
4.
5.
6.
7.
8.
What is your level of education?
Do you need to fulfill community service/service learning hours in order to receive
scholarships or for graduation?
If so, would you like to fulfill these hours by working with the natural environment
including the land, water and wildlife?
Have you heard of the Conservancy of Southwest Florida?
If so, what do you know about the Conservancy of Southwest Florida?
Have you ever volunteered at the Conservancy of Southwest Florida?
If you knew more about it, would you like to volunteer at the Conservancy of Southwest
Florida?
Would you like to receive e-mails notifying you about volunteer and internship
opportunities available with the Conservancy of Southwest Florida?
78
Appendix
Pre-Campaign Survey Results - Students
1. What is your level of education?
3%
2. Do you need to fulfill community
service/service learning hours in order
to receive scholarships or for
graduation?
21%
High School
College
Yes
No
97%
79%
68 Total Respondents
79
Appendix
Pre-Campaign Survey Results - Students
3. If so, would you like to fulfill these
hours by working with the natural
environment including the land, water
and wildlife?
4. Have you heard of the
Conservancy of Southwest
Florida?
24%
29%
Yes
Yes
No
No
76%
71%
68 Total Respondents
80
Appendix
Pre-Campaign Survey Results - Students
5. If so, what do you know about the
Conservancy of Southwest Florida?
6. Have you ever volunteered at the
Conservancy of Southwest Florida?
3%
Question 5 contains qualitative
data and can not be displayed as a
graph.
Yes
No
97%
68 Total Respondents
81
Appendix
Pre-Campaign Survey Results - Students
7. If you knew more about it,
would you like to volunteer at the
Conservancy of Southwest
Florida?
8. Would you like to receive e-mails
notifying you about volunteer and
internship opportuniites available with
the Conservancy of Southwest Florida?
21%
38%
Yes
Yes
No
No
79%
62%
68 Total Respondents
82
Appendix
Post-Campaign Survey - Everyone
Questions to be administered:
1.
2.
3.
4.
5.
Are you aware of the Conservancy of Southwest Florida?
Do you know what the Conservancy has to offer?
Have you been to the Conservancy?
Did you know that the Conservancy just reopened after several renovations?
Did you see that the Conservancy ran an advertising campaign? If so, what ads did you
see?
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Appendix
Radio Script
"Do you love nature? We sure do! At the Conservancy of Southwest Florida, we go the extra
mile in conserving our land, water, and wildlife to educate you in how you can make a
difference! Visit us for our grand re-opening on April 6th, and let us show you our newly
renovated property. Come see our new nature center featuring our Sea Turtle exhibit and
experience a live touch tank. Then, catch the sunset while cruising in our electric
boats. The Conservancy is located in Naples across from the Coastland Center mall. Visit
our website at Conservancy.org for more information. See you April 6th!
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Appendix
Television Script:
“Here at the Conservancy of Southwest Florida, our mission is to conserve our land, water,
and wildlife; and educate you about how you can help! Visit us for our grand re-opening on
April 6th, and let us show you our newly renovated property. Its a great way to bring the
whole family together and learn about Southwest Florida's natural treasures! The
Conservancy is located in Naples across from the Coastland Center mall. Visit our website
at Conservancy.org for more information. See you in April 6th!”
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