• Many agencies:
– The World Conservation Union’s (IUCN) Species Survival Commission (SSC),
Conservation Breeding Specialist Group (CBSG), and Amphibian Specialist Group (ASG)
– World Association of Zoos and Aquariums (WAZA)
– Regional zoo associations in North America, Europe, Africa, Australasia, Central and
South America and more
– Botanic Gardens Conservation International (BGCI), International Council of Museums
(ICOM), IAC/IAF
– International Species Information System (ISIS)
• Coming together to create one entity:
– Amphibian Ark
• To launch:
– 2008: Year of the Frog
• To accomplish:
– Raising the funds necessary to save endangered amphibians
We must speak with one voice.

Fleishman-Hillard has been retained this summer to develop a comprehensive communications and marketing plan for Amphibian Ark. FH is one of the world’s largest communications firms with 80 offices around the world.
The following is our scope of work.

Communications Strategy
• Develop core messages to be consistently used by all entities that can simply and persuasively explain the problem and the need.
Messages must be international in scope, easily translatable in all locations.
• Provide guidance on messaging for media and public education materials that would be created by other zoos and organizations.
• Develop detailed plan and budget for educating media and consumers, worldwide, about Amphibian Ark
(the issue it’s addressing and the solution it offers), with the intent of implementing the plan beginning in the fall of 2007.

Communications Strategy (continued)
• Develop a style guide outlining standards and guidelines for use of images and graphics to ensure consistent branding across all vehicles and partners.
• Develop a strategy for a global launch of the Amphibian
Ark campaign, that supports subsequent rollout by regional organizations.
• Develop guidelines for generating grassroots support for Amphibian Ark, including petitions and local activism.

Funding Strategy
• Corporate Partnerships
– Develop a tiered corporate sponsorship program and proposal packages , including pricing and benefits
– Identify a “top tier” of corporations that would be ideal sponsors and schedule meetings to solicit funding.
• Philanthropic Funding
– Identify appropriate foundations to approach for grants
• Government Funding
– Investigate and identify strategies for potential
U.S. government funding and commendation, in consultation with former Senator Jim Talent, who works for FH

July 2007:
– Sponsorship and philanthropy packages developed
– Sponsor and philanthropic targets identified and meetings scheduled
– Initiate outreach to U.S. government for funding
– Key messages developed and approved
– Existing materials updated to reflect key messages
– Logo and style guide developed and approved
– Existing materials updated with new graphics
– Communications plan developed and approved
August 2007:
– Ongoing outreach to sponsor and philanthropic targets

September 2007:
– Global launch -- 2008 Year of the Frog
December 2007:
- New Year’s Eve activities for Year of the Frog
April 2008:
– Coordination with Earth Day activities (in U.S.)

May 15, 2007
• A survey of 1,150 British children between seven and 11 found half were anxious about global warming and often lay awake worrying about it.
• Parents feel anxious and helpless about the environmental situation and are passing these feelings on to their children.
• The anxiety many youngsters feel is increased by a sense that they are too young to influence events. Denial, resignation, cynicism, anxiety, hopelessness and even despair can arise from a perception that global problems are overwhelming.
• Secondary school students in Australia are hungry for knowledge and for practical ways to deal with what they see in the media.
• This sense of crisis can also lead to excitement, stimulation and motivation.
• What is important is giving youth a feeling that they can individually and collectively make a difference.

There is a plan that will work
Children and their teachers can participate; so can everybody
Media can tell the story, succinctly, emotionally
Corporations can partner with consumers and be seen as socially responsible
Politicians and governments can publicly make a difference
The entertainment industry can make a difference

• Raise $50 million in funding (corporate, philanthropic, government)
• Save a select group of amphibian species that cannot be saved in the wild
• Boost public confidence and empowerment in regard to saving endangered species
• Prime consumers to support the next campaign

Goal statement:
Saving frogs is something we can do to save the planet
– Amphibians are “nature’s indicators”: when they show a decline due to environmental factors, it serves as a warning to other species, including humans
– How we respond to the amphibian crisis can and will demonstrate how we will respond to other environmental and animal crises

Amphibians
– Play key role in ecosystem – both predator and prey, sustaining food web links and delicate balance of nature
– Provide vital biomedicines that offer promising treatments for diverse diseases
– Maintain a special place in human culture and religion, cherished as agents of life and good luck
The Problem
– One-third to ½ of all species are threatened with extinction after thriving for 360 million years … the single largest mass extinction in the history of mankind, comparable only to dinosaurs
– Crisis is due to disease (chytrid fungus), habitat loss, pollution, pesticides, and climate change

The Solution
Amphibian Ark project – worldwide cooperation among zoos and aquariums to keep amphibians afloat
– Rescue amphibians in the wild before the chytrid fungus arrives and bring them to zoos for safekeeping; with hope they can be released back into environment when fungus has run its course
– Individuals and corporations can help by raising awareness and critical funds

• Amphibians play a key role in the ecosystem sustaining the food web.
• Frogs reflect the health of our planet.
• Amphibians’ skin produces substances that offer promising medical cures.
• Frogs are endangered.
• The enemy is chytrid fungus.
• Amphibians are endangered due to many factors: chytrid fungus, habitat loss, pollution, pesticides, and climate change.
• Amphibian Ark can save them.
• Amphibian Ark can save them.

• Sir David Attenborough

• Jeff Corwin
• Terri and Bindi Irwin
• Kermit the Frog
• Keroppi (Japan)
• Matsugoro-san (Japan)
• Kate Humble (UK)
Additional ambassadors to be identified for other countries.

• A proprietary communications tool developed by FH
• Identifies, builds, and enhances third party relationships
• Integrates sophisticated stakeholder research with a proactive communications program, managing the data with an interactive database management tool
• Can help increase AArk visibility, communicate key
AArk messages, and advance AArk objectives with traditional and non-traditional stakeholders
• SAN...targeting the right people at the right time with the right message

• Components:
– Influencer Research : Maximizes pre-existing but previously unidentified relationships based on resource contributors, resource recipients, leadership connections through personal activities.
– Relationship Building/Communication : Transmit newsletters, emails, and other multimedia resources on a personal, one-on-one basis.
– Mobilization : Create opportunities to use relationships for sponsorship prospecting, philanthropic targets, and creation of ambassador network.

Fleishman-Hillard, in partnership with the National Consumers
League, conducted a CSR survey of Americans and found that:
“… knowledge of a company’s commitment to social responsibility influences purchasing behavior more than lower prices.”
In addition to simply being the right thing to do, in a highly competitive marketplace, demonstrating corporate social responsibility may be the advantage a company needs to distinguish itself from its competitors.
* These slides were developed with U.S. audiences in mind; appropriate regional attitudinal research would be gathered in other countries.

Assuming a company is operating in an honest and ethical manner, which one of the following is most important to you?
Nationwide (n=2,078)
All the same/other
Don't know/Refused
Gives to charitable causes
Ensures good profits for shareholders
3%
3%
Shares your values
8%
9%
1%
Treats and pays employees well
Contributes to community beyond paying taxes
9%
Responsive to customers' needs
14%
Goes beyond law to protect environment
Going beyond the law to protect the environment is the second most important factor for consumers…up five points from the previous year’s study.
Fleishman-Hillard, National Consumers |
League survey of 2,078 consumers, Q1 2007

How important is it that Congress work to ensure that corporations address pressing social issues, such as energy, the environment, and healthcare?
Nationwide (n=2,078)
Not very/not at all important
Somewhat important
Don't know/Refused
8%
1%
9%
Americans want the government to ensure that corporations are socially responsible.
82%
Extremely/
Very important

How necessary are global standards that outline what companies need to do in order to be socially responsible?
Nation (n=2,078)
Not very/not at all necessary
Somewhat necessary
14%
Don't know/Refused
8%
1%
It’s time for global standards of corporate social responsibility.
78%
Extremely/Very necessary

If you wanted to buy a particular product or service, how influential, if at all, would it be to know that particular company meets global standards for being socially responsible?
Nation (n=2,078)
Don't know/Refused
Not very/not at all influential
11%
1%
Somewhat influential
22%
67%
Corporate social responsibility influences buying decisions.
Companies that understand this will be our best partners.
Extremely/very influential

“For many, supporting a popular cause is no longer optional.
It’s what you have to do just to get to the starting line with the newest generation of consumers. Today’s teens and twentysomethings grew up viewing community service as an ordinary pastime, if not a college admissions requirement.
More than 60 percent of the teens surveyed a year ago by youth marketing firm Alloy Inc. said they are more likely to buy brands that support charitable causes. Their loyalties may have a big effect on what their parents purchase.”
Business Week, 2004

• Presenting sponsorships of Amphibian Ark
• Logo and/or name in:
– Press releases
– Collateral materials
– Amphibian Ark Web site
– Advertising (if any) – print, TV, radio, outdoor
– Amphibian Ark merchandise
• Recognition and visibility in key markets around the world:
– Local media tours
– Signage and/or exhibits at participating zoos, aquariums, Science Centers, and other institutions where available
• Tie-ins with educational programs

(continued)
• Use of Amphibian Ark logo and right to execute promotions internally or at retail
• Inclusion in launch event and press conference
• VIP tickets to any special events or galas
• Amphibian Ark speaker for employee event
• Attendance at Amphibian Ark conferences

Noah - $5M
Presenting sponsorship of Amphibian Ark program
Frog - $2.5M
Official status
Toad - $1M
Supporter
Salamander - $500K
Patron
Note:
Package benefits to be developed and finalized as assets are determined. All partners will be expected to activate their sponsorship in addition to the cash contribution. Depending on the sponsor category, activation could include packaging, promotions, Web site presence, grassroots marketing, education outreach, internal communications, and more. Sponsorships do NOT include pass through rights unless negotiated.

5 Noah @ $5M = 25.0M
6 Frog @ $2.5M = 15.0M
5 Toad @ $1M = 5.0M
10 Salamander @ $500K = 5.0M
TOTAL = $ 50.0M
Corporate fundraising goals may be adjusted based on philanthropic and governmental contributions.

– Community activation partner
– “Adoption” of Bullseye Dart Frog
– Grassroots outpost for campaign
– Incorporate into its existing Take Charge of Education program
– Create Amphibian Ark skin for Google Earth
– Online advertising for campaign
– Commit to TV and print (National Geographic and
National Geographic for Kids) feature coverage and ongoing Web coverage

– Consumer promotion soliciting photos of amphibians in the wild or
– Activate through online and statement messaging and partnerships with member organizations
– “Adoption” of Gold Frogs
THE LEARNING CHANNEL
– Commit to TV and Web coverage on Discovery and Animal Planet
– Unleash communication network to provide messaging across multiple platforms

– Official “delivery” of amphibians to safekeeping
– Contribute to “saving” amphibians or
– On-package exposure for Amphibian Ark
– Promote biomedicine benefits of amphibians

- Customized software related to amphibian crisis and Amphibian Ark
- Paint plane with Amphibian Ark theme to transport amphibians to safety
- On-package and cause marketing tieins

- Direct mail/web-site tie in
- Alliance partnership with leading day care nursery chain for education and fundraising
- On-package and cause marketing tieins (currently have association with the
Rainforest Alliance who’s logo is a frog)

Fleishman-Hillard is a leading global communications consultancy. With more than 2500 employees in 80 offices in 25 countries, our success relies on the exceptional value we bring to our clients by:
– Hiring and retaining the best people
– Maintaining a best-in-class workplace dedicated to teamwork and to the growth, development, and retention of our people
– Working in partnership with clients to create value through the most innovative and effective communications programs
– Observing the highest ethical and professional standards
– Being the best-managed organization in our industry

• Unsurpassed commitment to client service
• Exceptional results for our clients
• Global reach and coordination
• Growing our employees
• Our quality reputation
• Leveraging new technologies
• Measuring impact on business goals

®

• Unparalleled product quality
• Strong focus on client service
• Seamless interoffice cooperation
• Coordinated global business planning
• 80 percent of our clients use more than one FH office

• Regional structuring and focus on practice groups
• Strategic counsel, creative thinking, and the best talent are the key factors to our success

• Communications teams are selected from 24 different practice groups across all geographic regions
• Matches agency strengths against clients’ needs
• Gives clients access to the counsel of the most experienced practitioners in various industries, disciplines, and target audiences

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• This powerful client resource brings together an array of distinguished thought leaders from the private and public sectors.
• These highly respected advisers offer strategic counsel to our staff and clients, and can be asked to:
– Author op-ed pieces
– Serve as guest speakers at events
– Participate in planning meetings — in person, via video, or through calls to decision makers
– And much more . . .

Anna Chennault
Chairman of CIC, Inc., writer, lecturer, columnist
Newt Gingrich
Former Speaker of the House,
CEO of The Gingrich Group
Shoichiro Irimajiri
Former senior executive with Honda Motor Co. and Sega Enterprises, Ltd.
Mickey Kantor
Former U.S. secretary of commerce and
U.S. trade Representative
David Kessler
Dean and vice chancellor for medical affairs at the University of California San Francisco
General Barry McCaffrey
Former Director of the White House of National
Drug Control Policy, former member of the
President's Cabinet and the National Security
Council for drug-related issues. Currently serves as a national security and terrorism analyst for
NBC news
John Onoda
Former senior communications executive with
The Charles Schwab Corp., Visa USA, General
Motors, and Levi Strauss
Leon Panetta
Former White House chief of staff, former director of the Office of Management and Budget, and former representative of the House of
Representatives
David Peterson
Former leader of the Ontario Liberal Party and
Ontario Legislature, chairman of Cassels Brock
& Blackwell LLP, and director of several leading
Canadian companies
Tom Ridge
Former Pennsylvania Governor and Homeland
Security Secretary
Christine Shipley
Former technology writer and editor for PC Week,
PC Magazine, PC/Computing, InfoWorld, US
Magazine, and Working Woman
Dr. Louis W. Sullivan
Former secretary of the Department of Health and
Human Services, and president of the Morehouse
School of Medicine
Pete Wilson
Former California Governor and U.S. Senator

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Jeff Davis,
Senior Vice President and Senior Partner
Jeff Davis manages Fleishman-Hillard’s marketing communications team at the
St. Louis headquarters, and has chaired the agency’s global marketing practice group. He has extensive experience with retail promotion and foundation marketing, including the Wal-Mart Foundation and Anheuser-Busch.
Jo Ann Miles,
Vice President
Jo Ann Miles utilizes her broad marketing, public relations, and sponsorship perspective to benefit clients focused on sponsorship marketing. Before joining FH, she spent 14 years with Kiel Center Partners, owner of the St. Louis Blues National Hockey League team and Scottrade Center, where she was responsible for the sellout of 91 corporate suites as well as all corporate sponsorship sales and service (including two naming rights deals), resulting in a total annual revenue stream in excess of $16 million.
Corporations from whom Jo Ann secured partnerships included: