Save the Harbor / Save the Bay TRIDENT Campaign
April 30th, 2002
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Compiled and Presented by…
Tori Chang
Angel Chen
Anna Chang
Danielle Fodor
Kristen Kammer
Maria Mendez
William Fastow
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Table of Contents
I. Executive Summary
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II. Company/Internal Analysis
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III. Consumer Analysis
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IV. Market Analysis
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V. Problem and Opportunities
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VI. Objectives of the Trident Campaign
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VII. General Awareness Strategies
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VIII. Organizational Association Strategies
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IX. Education Campaign Strategies
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X. Additional Creative Executions
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XI. Conclusion
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I. EXECUTIVE SUMMARY
The Save the Harbor / Save the Bay TRIDENT campaign is designed to
evaluate weaknesses and limitations within the SH/SB organization and
supplement them with creative solutions from three distinct categories,
1.) Organizational Associations will provide SH/SB with a network of
recreational, special interest and corporate partners who all are dedicated
to the preservation of Boston Harbor. These partners will participate in
resource sharing in order to better accomplish their individual goals.
2.) Educational Outreach will allow SH/SB to target young audiences
through an expanded public school program that actively teaches the
benefits of an environmentally savvy lifestyle.
3.) General Awareness will be integral to reestablishing environmental
protection as an important and relevant issue in the 2002-2003 election
year. Awareness techniques will focus upon introducing the public to the
new objectives of SH / SB and the need to continue funding ecological
preservation.
This three pronged strategy is designed to maximize SH / SB’s impact
upon environmental issues while conserving the organizations limited
resources.
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II. COMPANY ANALYSIS / INTERNAL ANALYSIS
WHO IS SAVE THE HARBOR / SAVE THE BAY?
Save the Harbor / Save the Bay, an environmental advocacy group located in Boston
since 1986, was established in response to the pollution and waste that was affecting
Boston Harbor’s water quality.
Current SH/SB
Mission
We believe that the best way to keep Boston Harbor and Massachusetts
Bay clean forever is to capture the economic, educational and
recreational benefits of the recovered Harbor and Bay for everyone.
Our mission is to build and strengthen a committed constituency to
restore, protect and celebrate Boston Harbor and Massachusetts Bay.
We use education, outreach, advocacy and celebration as well as
publications, public forums, boat tours, youth programs and special
initiatives to accomplish our mission.
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II. COMPANY ANALYSIS / INTERNAL ANALYSIS
Positioned as a link between waterfront developers and environmental conservationists.
Through community outreach programs Save the Harbor/Save the Bay educates the public
of the environmental issues surrounding the cleanliness of the harbor. The emphasis of
this program has been in maintaining the cleanliness of the waters edge and the
construction of the Deer Island sanitation facility. Keeping the harbor and the bay clean
will be a double benefit for their mission as it will bring in waterfront business while also
rebuilding and replenishing New England’s natural harbor wildlife.
Save the Harbor / Save The Bay also offers a
variety of different events spread throughout
the year from Marine Mammal Safari’s where
members take children out to visit the Harbor
Islands, to sprints along the water to Sound
Waves, the biggest blues festival on the water
in this region. These events are ways to share
the harbor with the community and those who
have helped pay to clean it.
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II. COMPANY ANALYSIS / INTERNAL ANALYSIS
A Change in Message…
Save the Harbor/Save The Bay has succeeded in its original
mission of reducing Boston Harbor water pollution to safe
levels and overseeing the construction of the Deer Island
Sanitation facility. However, the environmental safety of the
harbor is far from assured. Construction, further pollution
and a lack of awareness still present significant dangers to
the safety of this public waterway. Due to bad weather,
incoming water traffic and other types of pollution, the
harbor is an environment that is constantly changing and
ecological monitoring is essential.
Save the Harbor/Save the Bay must
communicate to Boston residents the
importance of continued environmental
monitoring, legislation and preservation.
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III. CONSUMER ANALYSIS
INTERNAL CONSUMERS:
500 individuals actively volunteer with Save the
Harbor/Save the Bay out of a mailing list population
of 2000. These individuals come from diverse
backgrounds yet share a love for the harbor and a
desire to preserve its ecology. These consumers can
be considered among SH/SB’s loyalist supporters and
all future promotional endeavors must not alienate
these important individuals. They represent SH/SB’s
most cost effective way of disseminating new
messages.
EXTERNAL CONSUMERS:
Any resident of Boston or Massachusetts who takes a
vested interest in the harbor and bay are potential
external consumers. These individuals include singles,
parents and most importantly children. Each of these
segments will be targeted using specific messages and
mediums. Using an education program to involve
children in environmental preservation early in the
consumer lifecycle is the best way to affect sustained
and long term changes in behavior. Organizations also
represent external consumers for SH/SB.
According to the Lifestyles
Market Analyst, 29.5% of
Boston households have at
least one child. 7.7% of
them are between the
ages of 8-10 and 6.6% are
between the ages of 0-8.
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III. CONSUMER ANALYSIS
Ethnicity Break Down of Boston
Caucasian
African
American
24%
Hispanic
49%
14%
Asian
8%
5%
Recreational Activities Among Boston
Residents
15.2%
Participate in Sailing/Boating
15.7%
Running/Jogging
20.4%
Frequently go Fishing
18.9%
Partake in Environmental or
Wildlife Activities
Other
Save the Harbor/Save the Bay
must attempt to target all
ethnicities and interest groups in
Boston so as to achieve the
greatest possible awareness. All
communities in the Boston
metropolitan area must be made
aware of the symbiotic
relationship between the health of
the harbor and the city.
Statistics
courtesy of
U.S. Census
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III. CONSUMER ANALYSIS
The 4 Consumer Segments of Save the Harbor/Save the Bay
Elementary/Middle
School Students
This group will be
targeted using
educational programs
and activities.
Local College Students
Organizations
This group will be
targeted by offering
universities educational
resources.
Organizations that are
concerned about Boston
Harbor will be invited to
join a resource sharing
program.
The General Public
General public messages
will be crafted to raise
overall awareness.
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IV. MARKET ANALYSIS
The Importance of Boston Harbor…
Boston Harbor serves the Massachusetts community and
the East Coats as a…
● Port for Commercial Shipping
● Location for Commercial and Recreational Boating
● Location for Commercial and Recreational Fishing
● National and International Air Travel hub
● Wildlife Research and Education opportunity
●Place for Tourism and of Historical Significance
Boston Harbor was one of the most polluted waterways in the United States, the harbor
served as the waste disposal site for a growing metropolitan area. A $3.5 Billion cleanup
program, begun in 1985 by the Massachusetts Water Resources Authority, has significantly
improved the water quality of the harbor making it safe for swimming and fishing once again.
Save the Harbor/Save the Bay was integral in this operation.
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IV. MARKET ANALYSIS
What’s on the Water?
There are many clubs, companies and
associations that provide services for sailing,
fishing, diving, boating and whale watching.
With more than 62 ship calls in 2001, the port is
considered one of the fastest-growing high-end
cruise markets in the country. Moreover, the
Boston Harbor Islands are a wonderful natural
resource which also provides immeasurable
educational and commercial benefits.
In terms of access, people rely on automobiles and mass transit as
the main mode of access to waterfront areas. Parking lots and
abandoned industrial sites on the coastline are constantly being
transformed into new neighborhoods, hotels, office buildings,
airport runways and shopping centers to draw more business. These
construction projects if not handled properly can badly damage the
environment.
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IV. MARKET ANALYSIS
Recreational and Commercial Construction Projects,
In addition to commercial construction, the city of Boston is
planning to undertake a massive effort to create more recreational
areas on the coastline of the harbor.
● The sections of Route 93 replaced by the “Big Dig” are slated to
become public parks and playgrounds with waterfront access.
● The South Bay Harbor Trail will be a 3.5-mile pedestrian and bicycle
path connecting Roxbury’s Ruggles MBTA Station to Fan Pier in South
Boston. This trial will greatly improve recreational waterfront access.
●Mass Port is activly lobbying for the construction of a new airport
runway that will be constructed on one of the islands adjacent to Logan
International Airport.
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IV. MARKET ANALYSIS
Water quality?
In 2001 Boston Port generated 3 Billion
Dollars and processed,
The water quality of Boston Harbor is still unstable.
Beaches in South Boston and Quincy are unsafe
after even moderate rainfalls. The outfall pipe’s
discharge of treated wastewater into
Massachusetts Bay needs to be monitored and the
sewer system’s new treatment plants associated
infrastructure must be properly maintained. The
new Deer Island Sewage Treatment Plant, which is
part of the Boston Harbor Islands National Park, is
the centerpiece of Massachusetts Water Resources
Authority’s (MWRA) $3.8 billion program to protect
Boston Harbor against pollution from Metropolitan
Boston’s sewer and rainwater disposal systems.
● 16 million tons of cargo
● 1700 Vessels
● 78,000 Cars
● More than 100,000 cruise
passengers
Boston is also a major port for imports and exports being one
of the primary distribution points for Volkswagen and Audi
automobiles.
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IV. MARKET ANALYSIS
Boston Harbor/Massachusetts Bay
Boston Harbor and Massachusetts Bay are different ecosystems. Boston
Harbor is an urban estuary with an average depth of just 30 feet. The harbor
does a poor job of naturally flushing out contaminants and prevalent winds
actually push waste and pollution further into the harbor.
The efforts to clean up Boston Harbor have
not been without controversy. Because the
Commonwealth delayed improvements to
Deer Island for so long, federal funds that
had been available in the 1970’s and early
1980’s to help support treatment plant
upgrades had been discontinued. Thus,
individual sewer bills have been used to
cover the costs of the Boston Harbor Project.
This may effect the willingness of
individuals to make charitable contributions.
From 1985 to 1996 the cost of
city sewer use has increased 4
fold in some areas.
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IV. MARKET ANALYSIS
Further Controversy…
The construction of the new Boston sewage “pipe”, a 9.5mile tunnel under the bottom of Massachusetts Bay, will
move the release point of MWRA sewage from Boston Harbor
into Massachusetts Bay, where the sewage will receive
greater dilution. The outfall itself will be from 55, 100-foothigh riser-diffusers spaced along the last 1.25 miles of the
tunnel in 250 feet of water.
Concerns have been raised that introducing this waste into
Massachusetts Bay will have a significant negative impact of that
ecosystem, as well as on adjacent Cape Cod Bay and Stellwagen Bank,
the site of a National Marine Sanctuary. Potential environmental effects
of the effluent include nutrient enrichment, resulting in increased
phytoplankton growth, including toxic red tides; bacterial contamination
of shellfish; and increased inputs of toxic materials into the bays.
Particular concern over the effects of this waste disposal on the whale
population has been voiced.
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IV. MARKET ANALYSIS/CONCLUSSION
Despite all the progress that Save the Harbor/Save the Bay has
accomplished, Boston Harbor and Massachusetts Bay are still
in danger. As long as pollution and sewage are piped into the
water, consequences will always ensue.
Conveying this message to the public and raising public
awareness are critical to preserving the environment.
The proposals of waterfront developers, politicians
and waste disposal experts continue to effect the
health of Boston Harbor and surrounding areas. Save
the Harbor/Save the Bay has the potential to become
more important to ecological preservation then ever
before.
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V. PROBLEMS AND OPPORTUNITIES
External Analysis…
Technological Conditions
By evaluating the Political, economic, social and
technological conditions of the market gives valuable
insight into possible areas of interest and promotion for
Save the Harbor / Save the Bay.
Political Conditions
Economic Conditions
-New technologies in
environmental science are
constantly being refined.
-New theories on waste disposal,
like the Boston sewage pipe
under Mass. Bay, needs
environmental evaluation.
Social Conditions
- Terrorism has reduced the
political priority of environmental
causes.
-Economic Recession has
reduced the political priority of
environmental causes.
-Changes in grantmaking trends
have limited the availability of
funding for environmental causes.
-Upcoming Gubernatorial
elections present the opportunity
for highlighting environmental
issues.
-State budget crises and the
expanding costs of the Big Dig
could lead to environmentally
unfriendly contracting decisions.
-Massachusetts is one of the
stingiest states in the union for
charitable contributions.
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V. PROBLEMS AND OPPORTUNITIES
Opportunities
-Change in government
Internal Analysis…
-SH/SB name recognition and
nobility of cause
Evaluating the strengths, weaknesses, opportunities and
threats facing Save the Harbor / Save the Bay reveals the
extent, quality and limitations of the organizations
resources,
Strengths
- Well connected organization
- Experience in political lobbying
for previous campaigns
-Publicity events and community
relations already established by
previous campaigns.
Weaknesses
Threats
-Lack of public knowledge and
interest for organization
-The “Big Dig” and other
waterfront construction
-Misconception: harbor is clean
-The shortage of public works
funds
- Respected in the field of
environmental protection
-Limited economic resources and
staff
-Knowledgeable and
approachable organization
-Mission is not measurable
-Reputation of previous success
-Ability to legitimize small or
private advocacy recreational,
and corporate organizations
-Web-site development and
access is limited
-The appeal of developing
waterfront property.
-MASS Port
-Change in government
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V. PROBLEMS AND OPPORTUNITIES
Conclusion…
Save the Harbor / Save the Bay exists in an environment that is highly
challenging to its mission and objectives. The current consumer
market, political environment and economic recession pose serious
threats to SH/SB’s ability to fulfill its long term objectives of
ecological protection. Limited funding and a dramatic drop in
environmental grant availability also limits the resources that SH/SB
can bring to bear on environmental problems. SH/SB must find a way
to fully utilize resources, raise awareness and educate on a limited
budget.
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VI. OBJECTIVES OF THE TRIDENT CAMPAIGN
Why Trident?
The Greek god Poseidon was the younger brother
of Zeus and ruler of the sea. When provoked or
angered, Poseidon would rise from the water
encircled in foam, wielding a three-pointed staff
called a Trident and oppose those who would
violate or desecrate his domain.
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The Trident campaign is based upon three separate and distinct
strategies designed to increase awareness for Save the
Harbor/Save the Bay and environmental protection.
1.) A general awareness campaign designed to expose Boston
residents to the benefits and dangers facing this waterway.
2.) An Organizational Association of recreational, special interest,
and corporate groups working in unison and sharing resources for
the betterment of the harbor.
3.) A enhanced educational program to reach young consumers
and teach the importance of an environmentally savvy lifestyle.
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VI. OBJECTIVES OF THE TRIDENT CAMPAIGN
General Awareness Objectives…
MARKETING OBJECTIVES:
-Save the Harbor/Save the Bay must re-introduce itself to the
Boston community. In doing so SH/SB should modify its mission to
be measurable, establishing for itself benchmarks upon which to
monitor and evaluate future successes.
-The organization should associate its brand image with activities
that promote the recreational and educational benefits of the
harbor.
-SH/SB should be portrayed as an advocate to the residents of
Boston and mutual defender of the harbor.
COMMUNICATION OBJECTIVES:
-Convey the importance of environmental protection as a sustained
obligation and overcome the mentality that harbor preservation has
concluded.
--Raise awareness in the community about waterfront construction
and its effects upon harbor ecology.
-Ensure that the public is made aware of land usage following the
conclusion of the “Big Dig” and that this land should be used for the
purpose of public recreation.
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VI. OBJECTIVES OF THE TRIDENT CAMPAIGN
Organizational Association Objectives…
MARKETING OBJECTIVES:
-Save the Harbor/Save the Bay should form partnerships with other
local recreational, corporate and environmental groups in order to
expand the range and scope of services that these groups can
provide. These associations will be chosen carefully and coincide
with the spirit and mission of SH/SB.
-Partnering with other “Save the Bay” organizations (like those
involved with saving the Chesapeake Bay) may yield valuable
national associations and the opportunity to share knowledge and
environmental approaches.
COMMUNICATION OBJECTIVES:
-Organizational associations will bring SH/SB to new individuals.
The message must be one bridges the gap between corporate
entities and environmental groups. These organizational
associations will help shape SH/SB’s brand image.
--Organizations must be convinced to share resources with SH/SB in
exchange for environmental creditability and expertise. SH/SB will
present themselves as experts in Boston’s marine ecology and
powerful educational resources. The communication to
organizations must also include reference to other joining partners
and the resources they will bring to the table.
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VI. OBJECTIVES OF THE TRIDENT CAMPAIGN
Educational Objectives…
MARKETING OBJECTIVES:
-A good education program would be the best solution for enacting
sustainable consumer behavior changes in the community. By
reaching consumers young in the life cycle, environmental concerns
can be taught.
-Educational programs are one of the most heavily grant funded
areas in the non-profit sector. A well thought-out and effective
education plan may allow for the possibility of future foundation and
community grants.
COMMUNICATION OBJECTIVES:
-To teach young children the importance of Boston Harbor and
environmental protection.
-To gain awareness for SH/SB in the non-profit sector as an
educational and environmental organization that benefits the
environment and the community.
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VII. General Awareness Strategies
Why General Awareness?
Save the Harbor/Save the Bay needs to become more identifiable
within Boston’s communities. The general public along with local
companies and organizations do not identify Save the
Harbor/Save the Bay as a vital resource in protecting Boston
Harbor and Massachusetts Bay. By generating more awareness,
SH/SB in turn, will gain more support and recognition, expand
their volunteer base and hopefully increase their budget and
necessary funds to help maintain the waters’ cleanliness.
Concentrating on specific advertising mediums, being involved
with special community events and making the mission
statement more measurable may foster more understanding for
Save the Harbor Save the Bay. Also changing tag-lines so they
emphasize the mission may be helpful.
Tag-Line Changes
Change “The Coast is Clear” to “Keeping the Coast Clear”
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VII. General Awareness Strategies
Making the Mission Statement Measurable…
Our mission is to build and strengthen coastal
awareness by restoring, protecting and celebrating
Boston's Harbor and the Massachusetts Bay, thus
making it accessible to the general public
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VII. General Awareness Strategies
Special Events…
*Grand Openings of waterfront development (hotels, restaurants,
shops, etc). – SH/SB may be able to provide information.
*EarthFest – held annually in the month of April. The event is held all
day and is located at the Hatch Shell near the Charles River. There is a
free concert by various well-known artists along with food and other
activities. Booths are set up which have information about the
environment and how to protect our natural resources as well. SH/SB
has an opportunity to promote its organization almost at a no cost
basis. The event also attracts a variety of consumers (ages and
lifestyles). SHSB can provide brochures, balloons, pens,
and other items to those who are interested. SH/SB can also have
their mascot “Sammy the Seal” make an appearance for younger
children.
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VII. General Awareness Strategies
Advertising…
*Radio Spots – SHSB can create Public Service Announcements to promote
special events they are holding i.e. Marine Mammal Safari and the
SoundWaves concert during the summer. P.S.A.s are inexpensive and a good
way to advertise upcoming events.
*Billboard Ads – Ads can be created to use specifically for mass
transportation. At key T stops (Park, Harvard, Copley, Government Center,
etc), on commuter rails, the T, MBTA buses and platforms
*Print – Using the Boston Herald and the Metro (regional section) as main
sources of print advertising particularly for special events such as the
Fishing Derby and the SoundWaves concert.
*Website – SHSB will have an updated website giving more information
about the organization and their community events. A history of the Harbor
clean up (with graphics) can show the impact the organization has. The kid’s
link needs to be more “fun” and “enticing” for children.
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VII. General Awareness Strategies
Advertising…
*Brochures – Colored brochures (front and back) can be sent to various
organizations that collaborate with SHSB. These brochures will provide the
mission and basic objectives of Save the Harbor/Save the Bay’s plans.
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VIII. Organizational Association Strategies
Marketing Strategy…
SH/SB needs to form partnership with other local recreational and
environmental organizations in order to expand the range and scope of
services that the group provides.
This organizational association will integrate all the recreational,
educational and environmental resources in Boston. We hope that the
network coupled with ongoing collaboration with strategic partners,
result in valuable programming fulfilling the objectives of our target
audiences, co-sponsors, and participating speakers.
Furthermore, through more different channels, the events held by SH/SB
will have wider awareness and more incentives to attract more extensive
audience.
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VIII. Organizational Association Strategies
Association Selection Criteria…
These associations have to be chosen carefully and coincide with SH/SB’s
mission and goals. The organizations we select have to conform to the four
criteria below:
1.) The organizations have to be business friendly.
2.) The organizations are concerned with environmental issues.
3.) The cooperation will enhance the community relations.
4.) The cooperation will contribute to the prosperity of recreation and tourism in
Boston.
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VIII. Organizational Association Strategies
Current Partners…
Save the Harbor / Save The Bay will work with its current partners like the
Courageous Sailing Club to show the benefits of organizational associations.
SH/SB will extend this program to include more organizations under the same
premises of sharing resources in order to mutually promote SH/SB and the
specific business. These associations will provide opportunities for SH/SB to
reach consumers while providing organizations the consumer recognition of being
environmentally concerned. These associations are designed to brand SH/SB and
obtain top of mind awareness.
New Partners…
Now SHSB is going to next stage to get people in Boston involved in
Boston harbor. Therefore, SHSB should find more different businesses to
attract more people with diverse backgrounds, like sailing/boating
companies, WTCB, hotels, restaurants, financial companies, and coffee
shops. SHSB can cooperate with these new partners through the current
events or new programs. In the beginning, SHSB can partner with
businesses somehow relative to the harbor or dedicated to the community
involvement. Then, SHSB can expend its scope from the start point into
other businesses.
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VIII. Organizational Association Strategies
At the same time, whenever the SHSB holds an event
or an activity, the partners’ brochure or introduction
will be placed in the venue for publicity. Based on the
criteria mentioned above, we find some possible
businesses that SHSB can work with:
Northeastern University (Marine Science Center)
Boston Duck Tours
Restaurants -- Naked Fish restaurant
Starbucks
■ World Trade Center Boston/Seaport Hotel
■ New England Financial/State Street Corporation
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VIII. Organizational Association Strategies
Northeastern University (Marine Science Center)
WHY
Northeastern University has New England's leading marine biology program. Located on
the peninsula of Nahant, Massachusetts, Northeastern's Marine Science Center is a part
of the College of Arts and Sciences with faculty members having appointments in the
Department of Biology. Its main campus is in Boston, holds title to approximately 23
acres of open land with over 3500 feet of ocean frontage.
Marine Science Center involved in the scientific efforts around the outfall project in
Boston Harbor and Massachusetts Bay (Help End Sewage Discharges to Boston Harbor).
In addition, some experts in Marine Science Center also research the coastline and
deeper waters from the Boston Harbor to the Gulf of Maine.
Strategy
SH/SB will collaborate with Marine Science Center to provide general information about
specific oceanographic subjects, limited educational travel opportunities and help
design educational program for children/educators and seminars that cooperated with
WTCB/Seaport Hotel. SH/SB will help promote the preservation and educational
program of Marine Science Center, exchange the benefits from others SH/SB’s partners
(i.e.: free one day Duck Tour/ year, Gift certificates and directs Marine Science Center to
other resources in other organizations or agencies with similar mission.)
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VIII. Organizational Association Strategies
Boston Duck Tours
WHY
Boston Duck Tours is a unique land-and-water tour in an amphibious vehicle in Boston.
In addition, with their employees Boston Duck Tours are committed to strengthening the
mutually beneficial relationship to establish with the city of Boston. Boston Duck Tours
has involved in many public services (i.e. Veterans Ride Free!). In addition, its General
Manager, Cindy Brown, is the vice chair of The SYTA Youth Foundation, which is a
charitable fundraising committee within the Student & Youth Travel Association of North
America. Boston Duck Tours would be a potential sponsor or partner to collaborate with.
Strategy
In cooperation with Boston Duck Tours, SH/SB will help arrange to put Boston Duck
Tours in SH/SB one-day trip package of WTCB/Seaport Hotel. Boston Duck Tours may
support SHSB with its discounts or free rides in return. SH/SB can use these benefits on
its volunteer and partner program (Offer free rides to our members annually).
Furthermore, in terms of education and culture for next generation, SH/SB has the
similar mission with SYTA Youth Foundation. SH/SB can propose an educational plan for
youth through Boston Duck Tours General Manager, Cindy Brown to collaborate with
SYTA Youth Foundation in future.
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VIII. Organizational Association Strategies
Naked Fish Restaurant
WHY
SH/SB needs to form partnership with other local recreational and environmental organizations to
broaden the range and scope of services that the group provides. Restaurant would be a good
partner. There are many restaurants in Boston; however, SH/SB should choose them under the
following considerations:
1.) It will be better if this restaurant is Massachusetts-based. (It is believed that if the
organization SH/SB collaborate with is Massachusetts-based, it will be more willing to
help improve the quality of Boston Harbor and its community which it is a part of)
2.) This restaurant serves seafood. (It is believed that if this organization is harbor-related, or
serving seafood, it will have the obligation to help improve the quality of Boston Harbor to
prove its service/product is safe)
3.) This restaurant has the experience in community development or public service. (It will be
easier for SH/SB to start a partnership in beginning) Naked Fish restaurant is first
suggested to collaborated with.
Naked Fish restaurants are located in Westboro, Quincy, Downtown Boston, Hingham,
Lynnfield, Newton, Watertown, Billerica and Framingham in Massachusetts. Its
philosophy is to fill a clear market need for a new and fun upscale, moderately priced,
high-quality fresh fish and seafood option in Greater Boston area and other markets.
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VIII. Organizational Association Strategies
Naked Fish Restaurant
Strategy
This restaurant holds a lot of events on its own, and has experience of
collaborating with non-profit (Prevent Child Abuse Massachusetts). Resources it
can offer are sampling food, gift certificate, discounts for group, and Naked Fish
Bus (which is an event bus around great Boston and serving sampling food).
SH/SB can hold some event regarding quality of the water or wildlife in the sea in
connection with Naked Fish and help arrange to put it in SH/SB one-day trip
package of WTCB/Seaport Hotel.
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VIII. Organizational Association Strategies
Starbucks
WHY
Since Starbucks wants to gain recognition from the public for its social
responsibility performance, SHSB can offer the social recognition and awareness
to Starbucks. Recently, Starbucks just sponsored a water clean-up event, and the
earth day activities. Besides, Starbucks is known for its music inside its coffee
outlets; therefore, the blues concert is also a good event corresponding to its
image.
Strategy
Starbucks can offer funds or coffee as a way to help SHSB’s events. For example,
in the Sound Wave event with a live blues concert, or in an education forum,
Starbucks can provide free coffee in the concert. In terms of volunteer program,
Starbucks also can supply its coffee beans or gift certification as an incentive to
the volunteer.
Public Relations Strategy
Organizational associations will also provide interested audiences who may be
interested in volunteering and/or supporting SH/SB. Partnering with large
organizations not only conduces to the extensive awareness of SH/SB, but also
may provide large funding increase.
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VIII. Organizational Association Strategies
World Trade Center / Boston Seaport Hotel
Located on Boston’s historic waterfront, the World Trade Center Boston is New England's
premier choice for exhibitions, conferences, and special events. Adjacent to the WTCB, Seaport
Hotel is an exciting new addition to Boston’s waterfront, which has 426 first-class guest rooms.
The Seaport Hotel and World Trade Center Boston is a vibrant waterfront complex that provides
complete services to both business and leisure travelers.
More than just a building or organization, the WTCB unites local and international
entrepreneurs, government agencies and business councils to promote and facilitate
international trade in New England. Working closely with federal, state and local governments,
local corporations and bilateral business councils, the WTCB has the innate ability to form a
cooperative link and network with private and public organizations. Through mutually beneficial
partnerships, the WTCB usually hold broad range of conferences and seminars to the New
England region.
According to the above characteristics, the WTCB/Seaport Hotel is a suitable organization for
SH/SB to cooperate with. The WTCB/Seaport Hotel will be an effective channel for SH/SB to
attract business audience and sponsors; and on the other hand, the WTCB/Seaport Hotel has
the social responsibility and demand to keep the Boston Harbor clean and to promote the
prosperity of the waterfront area since located on the Boston Harbor waterfront is their main
attraction.
The potential cooperative events could be “SHSB one-day trip package”, and the “ Boston
Harbor related seminars”.
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VIII. Organizational Association Strategies
SH/SB One-Day Trip Package…
The WTCB/Seaport Hotel not only a place for exhibition, but also has extensive services for both
business travelers and leisure travelers. As for the leisure travelers, the WTCB/Seaport Hotel has various
vacation packages; and for business, the Waterfront Collection, the event planner in WTCB, offers a one-stop
resource to manage the intricate details of even the most complex event.
What WTCB/Seaport Hotel does is to offer a complete service for clients both in business or on vacation.
SH/SB can provide WTCB a one-day trip package in its services. This SH/SB one-day trip package is designed
by SH/SB and only sold in WTCB/Seaport Hotel. Sailing activities and Boston Harbor Island National Park
Trip will be the alternatives in the package.
Members of WTCB can have a lower price to experience sailing around historic Boston Harbor. They can
choose to attend the one-day course, private sailing or captained sailboat cruise depending on their ability of
sailing.
For people are not interested in sailing, they can choose Boston Harbor Island National Park Trip, also
with lower price if they are members of WTCB. Having the partnerships with other organizations such as Duck
Tour, sailing clubs (Boston Sailing Center or Boston Harbor Sailing Club), waterfront restaurants and pubs
(Naked Fish or Barking Crab), SH/SB can provide several discount of recreational activities in Boston in the
one-day harbor trip for the WTCB members.
Members of WTCB not only can have the customized trip with lower price, but also can have coupons to
have fun in Duck Tour and enjoy the food in gourmet restaurants. Through the trips, visitors can experience
the fun of Boston Harbor and understand what SH/SB did.
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VIII. Organizational Association Strategies
SH/SB One-Day Trip Package…
Most members of WTCB/Seaport Hotel are business travelers from New England Region.
They may explore the opportunities to invest around Boston Harbor and be interested in
sponsoring SH/SB through this trip. These members of the WTCB who have been participated
the trip will also be added into the list of SH/SB because they are potential sponsors. When
SH/SB has events, these members on the list will be informed. After the network is built,
Boston Harbor is more accessible to travelers and SH/SB fund-raising can target more
effective audience. In terms of the WTCB/Seaport Hotel, this customized and discounted
travel package will become one more benefit that it can provide to its members.
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VIII. Organizational Association Strategies
Boston Harbor Issue Related Seminar
The WTCB/Seaport Hotel holds the various conferences and seminars regularly. SH/SB
and the WTCB/Seaport Hotel can cooperate several lectures or seminar series related to the
environmental protection, Boston Harbor and marine life topics. Besides the representatives
of SH/SB can host the lectures about the current issue of Boston Harbor, Northeastern
University, which has a partnership with SH/SB in terms of education resources, can provide
the speakers or resources about oceanographic for the seminar series. These seminars or
lectures will attract people who are interested in the issue related to the environmental
protection, Boston Harbor and marine life, therefore, these participants may be the potential
volunteers of SH/SB. These participants will be added into the list of SH/SB and when SH/SB
have any events or related information, they will be informed. We hope explore more potential
volunteers through this network.
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VIII. Organizational Association Strategies
■ Financial Companies
Financial companies take a big part of Boston’s business, so it will
be a crucial resource for SHSB. Also, we find two possible financial
companies: New England Financial and State Street Corporation.
Communication Strategy
Both of these two financial service companies are Boston base. They are highly willing to get
involved in community activities and also encourage their employees to join in volunteer works.
They even have volunteer teams to participate the community activities. Through the cooperation
with financial companies, SHSB can gain broader awareness and support, and these companies
can also get recognition, publicity and good image in social responsibility.
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VIII. Organizational Association Strategies
Dedicated to good corporate citizenship, New England Financial puts this
principle into practice through a broad range of community programs.
Understanding that good citizenship means lending a helping hand, NEF
organizes a number of group volunteer projects for employees throughout the
year and has programs that recognize employees who volunteer in their
communities. It’s also the affiliates of MetLife which headquartered in New York.
In the past, New England Financial has donated to several Boston-area nonprofit organizations in different aspects as blow:
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VIII. Organizational Association Strategies
State Street Corporation is the world's leading financial services specialist
focused on meeting the needs of sophisticated investors. State Street offers the
strength and stability of a global franchise, backed by the local expertise and
relationship focus of approximately 19,800 industry professionals.
In each of these areas in community affairs, volunteerism, global philanthropy, and
community development, State Street takes a focused approach that emphasizes
four primary concerns: education and job-skills training, neighborhood
revitalization, youth programs, and health and human needs.
State Street is an innovator in developing programs and partnerships that
strengthen communities. In 2001, State Street targeted over $67 million towards
community development programs, including affordable housing and small
business investing, supplier diversity program, the matching gift program,
corporate contributions, and the United Way campaign.
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IX. Educational Campaign Strategies
The Education Campaign will focus upon educating two different groups
with separate strategies,
Head of Departments
and Teachers
Business to Business
-Know Your Bay Workshop
-Volunteer Recruitment
-Wine and Cheese Social
-Individual Business Seminars
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IX. Educational Campaign Strategies
Head of Departments
and Teachers
-Know Your Bay Workshop
The first step in our education campaign will be to educate our educators. A
workshop will be held for the Directors/Chairs of Science Departments of the Boston
Public School System. The object of the activity is to educate our teachers about
what is going on with our harbor. The workshop will consist of three major speakers
that can offer all the information necessary to the schools in order to get them to
incorporate SH/SB as part of their teaching material for the upcoming school year.
Speakers:
Northeastern University Representative (Marine Biology Department)
What is really going on with our Bay?
Save the Harbor, Save the Bay Representative
What are we doing for our Bay? What we want to do? What can you do to help?
Boston Public School Representative (City Learning)
What can we do to help? What role does education play? How can conservation
lessons fit into your curriculum.
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IX. Educational Campaign Strategies
Head of Departments
and Teachers
-Wine and Cheese Social
A spin off from the workshop will be held for all science teachers in the Boston Public
School system in the month of October. The invitational Wine and Cheese Awareness
Event will offer teachers the opportunity to learn more about our Boston Harbor and
to learn how they can help thru their classes and students to keep the Harbor clean.
Speaker:
Rick Mckenna (SHSB Representative)
What options are available for schools? What can they do with SHSB to help keep the
harbor clean?
The Wine and Cheese Social allows SH/SB touch
base with teachers early in the year and re-enforce
the Know Your Bay Workshop and how it can be
incorporated into their curriculum.
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IX. Educational Campaign Strategies
Business to Business
Business to Business education will focus upon reaching
-Waterfront Development Companies
-Environment Friendly Companies
-Financial Companies
-Law Firms
-Various Retail Companies around Boston
All these organizations shall become partners of SH/SB
resource sharing network.
Volunteer Recruitment
As we all know one the biggest problems that we face with
SHSB is their volunteer base. Out of 2,000 only a small
portion is actually active. The best way to acquire
volunteers is to recruit within our Boston area for companies
who hold community awareness events or those that are
looking for a local charity to sponsor. As part of the sponsor
program, a volunteer base can be asked in return. This is an
opportunity for companies to show the city of Boston that
they contribute with the cleaning of our Harbor.
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IX. Educational Campaign Strategies
Business to Business
Volunteer Programs
Now SHSB has over 2,000 volunteers in the database; however, the active volunteers are only
about 500 people. SHSB has to integrate and coordinate the existing volunteers and attract
more and more people to get involved in Boston Harbor. First, SHSB should provide clear
benefits for the volunteer.
Communication Strategy
1.)Free access to all the events, like Fishing derby, Sound Wave, and education program
2.)Discount or gift certification from affiliates
3.)Experience and training in different department for each volunteer position
4.) Certification from SHSB
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IX. Educational Campaign Strategies
Business to Business
United Way of Massachusetts Bay
United Way of Massachusetts Bay has entered into an exciting partnership with Volunteer
Solutions to provide online volunteer services throughout Greater Boston. Individuals or
corporate who want to join the volunteer can find the volunteer projects on the website. On the
other way, non-profit organizations also can recruit the volunteers through the website. SHSB
can sign up for the website to reach a large audience and get exposures. (The sign-up is free.)
Diverse Volunteer Positions
In further, SHSB should plan different departments or positions, to fulfill the volunteers’ needs.
For example, SHSB can provide education volunteer positions for people who are interesting in.
They will be responsible for introducing the history and knowledge of harbor to the kids and
participants, or the volunteer can be the guidance to National harbor Islands Park. Also, SHSB
can have marketing positions for volunteers who want to join the marketing activities or event
planning.
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IX. Educational Campaign Strategies
Hours of participating
> 30 hrs
Business to Business
Prizes (For reference)
Derby button
> 50 hrs
Starbucks coffee bean/Gift certification
> 70 hrs
Naked fish T-shirt/ Gift certification
> 100 hrs
Price discount in Naked Fish
> 150 hrs
Free dinner cruise
Harbor Passport Program
To encourage the volunteers to join all the activities regarding the Boston Harbor, SHSB can
have a special passport for each volunteer as a certification. Every time when the volunteers
join in any activities or events hold by SHSB, they can get a stamp on their passport. After
getting a certain number of stamps, the volunteers can gain some gifts, discount or free
service from SHSB and other alliance partners, such as Naked Fish, Starbucks, or cruise
company. SHSB can has a rules as below to encourage the participation of volunteers:
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IX. Educational Campaign Strategies
Harbor Passport Program
This passport will be designed to small brochure with SHSB LOGO on the cover pages, the
tables for stamps or signature inside, the event calendar on the bottom page, and the name of
the partners or sponsors. With the volunteers increasing, SHSB may try to have some
advertising on the passport for other businesses, too.
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IX. Educational Campaign Strategies
Business to Business
Seminars offer businesses involved with the
harbor to participate in an educational
program that will raise awareness and
appreciation for SH/SB.
Individual informational Business Seminars
A brochure will be sent to different companies around the Boston
area offering information seminars or sections to businesses about
what is going on in the Harbor and what is the role of SH/SB, as
well as what they can do to help. Each of the seminars will be
conducted by a representative of SH/SB.
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IX. Educational Campaign Strategies
Business to Business
Advertising and Public Relations Strategies…
Newsletter
A newsletter will be issued monthly to each of the Science Department of
the Boston Public School System. Additionally, an email version of the
newsletter will be sent to each of the Directors of the Science Departments.
An e-mail list of science department chairpersons will be obtained from the
Boston Public School City Learning Office.
Informational Brochures
Informational Brochures will be sent to the schools science departments
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IX. Educational Campaign Strategies
Advertising and Public Relations Strategies…
Business to Business
Gift Bag
As part of the Workshop, each teacher in attendance will receive a gift bag
with a notepad, pens, bookmarker, stickers, and mouse pad with the logo of
SHSB. In addition a small version of our mascot, Sammy the Seal, will also
be given in the bag.
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IX. Educational Campaign Strategies
Advertising and Public Relations Strategies…
Business to Business
Invitations
An invitation announcing the Wine and Cheese Social will be issued to all of
the Science Departments in the Boston Public School System in the month
of September.
Save The Harbor/Save The Bay
Cordially Invites you to our
By the Harbor
Wine and Cheese
Friday October 18, 2002
at 8:00 pm in the Aquarium Arena
Boston, Massachusetts
Dress Code Semi-formal
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X. Additional Creative Executions
The following represent ideas and creative executions that did not fit into the
three-pronged Trident campaign plan. However, these executions would still be
effective in raising awareness.
SH/SB Stickers / Sammy The Seal Branding
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X. Additional Creative Executions
SH/SB Author Series…
A series of lectures by famous authors who had written about Boston
Harbor, Massachusetts Bay or Environmental Preservation. The first
author was to be Joseph Thorndike who wrote the book The Coast about
the depletion of waterfront property open to public recreational use.
These lectures were to be held through organizational partnerships in
order to raise awareness for SH/SB and reach a unique and
underserved audience.
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XI. Conclusion
The three prongs of the Trident Campaign,
1.) General Awareness
2.) Education
3.) Organizational Associations
Allows SH/SB to reach multiple audiences on a wide range of levels
for a limited cost. Though the campaign is dependent upon
Organizational Associations, these associations will allow SH/SB to
become closer to the community and convey a clearer branded
image.
Under this plan Tourists, Residents, Businesses and Weekend
Warriors will become exposed to SH/SB and see the organization as
an important part of a resource network committed to protecting the
harbor.
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