hepca marketing presentation 2013

8/13/2019 HEPCA Marketing Presentation 2013

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2013 MARKETING & BRAND AWARENESS CAMPAIGN


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www.hepca.org

CONSERVATION COMMUNITY

DEVELOPMENT

EDUCATION RESEARCH ADVOCACY ACTIVISM

21 Years of Red Sea ConservationHEPCAs come a long way from our humble inception as an idea for reef

conservation; through the years of struggle and interventions and nal-

ly culminating into the internationally recognized NGO we are today.



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www.hepca.org

A Community in ResonanceWeve engendered a commu-

nity model resonating on prin-

ciples of sustainability, resource

conservation, and environmental

stewardship.



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www.hepca.org

Individual EmpowermentIts been these philosophies

of visionary thinking, progres-

sive action, and individual em-powerment that allow HEPCA

to be a platform for grass-rootscommunity reform.



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www.hepca.org

A New Precedence for Environmental ProtectionHEPCA is a change agent and a leading voice for activism globaly

Were engendering a passionate and devoted network of followers

Were leading powerful trends & pioneering ground-breaking projects

Were a credible alternative news source for Red Sea conservationWe have an international press alliance



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HEPCA Branding Process

Trends research & analysis

Web-site and network analytical tools

Capitalizing on popular trends

Formalizing ideas and theme concepts

Drawing a brand life-cycle around each branding campaign

Develop brand objectives for an oriented brand culture Identify the platform that the brand should be iterated on

http://hepca.com- http://hepca.com

hepca.com[DEFAULT]

Jan 1, 2013-Feb 14, 2013Audience Overview

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Overview

4,059 people visited this site

Visits:5,727

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%of visits: 100.00%

Visits

Jan 8 Jan 15 Jan 22 Jan 29 Feb 5

300

300

600

600

www.hepca.org



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HEPCA Branding Tools

Weekly Themes

Dynamic Content

Videography

Graphic Design


www.hepca.org


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HEPCA Branding PlatformsActive viral networking campaign

Timely, continuous, dynamic content

Newsletter/Newsash - 20,000+ subscribers

Social Networks Facebook, Twitter, Instagram

Developing our viral campaign strategy

Engaging new supporters (iteration)

Web-site interactivity & restructuring

www.hepca.org



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HEPCA Press Campaign

www.hepca.org



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HEPCA Brand Evolution

Creating meaning systems and a stronger sense of belonging

Seeding trends in this era of activism & environmental awareness

Adopting with quickly changing trends & creative innovations

Promoting a culture of openness & transparency

Leading the way in resource management technologies & applications

Leading the way in viral campaigning and multi-media approaches

www.hepca.org



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SAMADAI - DOLPHIN HOUSE

Samadai - an internationally recognized conservation model

Community ownership and re-igniting the momentum that rst

brought the Samadai issue to news headlines. An initiative that exemplies Egypts environmental performance

A testament of our ability to mobilize in protection of our environment

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGNSamadai Marketing Campaign


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Engendering Community Ownership

Creating a board of trustees from the local stakeholders

Training and certifying over 300 dive guides

A policy of full transperancy and community involvement

Providing diving centers with media and new sales channels

Promoting free community friday

www.hepca.org


SAMADAITHE WORLDSPREMIER

DOLPHINRETREAT

www.dolphinhouse.org

www.hepca.orgwww.dolphinhouse.org

www.hepca.org

Tel. (+2)010 1515 4400

E-mail: [email protected]

Managed by:

The reeftopography ofSamadai is stunning with caverns

systemsand a wide diversity ofmarine ora and fauna.The

reeftopography alone isworth the trip!

The shallowsandy internal lagoon isprotected from pre-

vailing windsand wave motion, thusit is characterized

by calm and quiet waters. The lagoon isbordered on the

northern side by the main reefand on the southern side by

numerouspinnacles. The outerreef featuresdrop offsand

opensdirectly towardsthe blue. Despite being so close to

shore, the depth in the channel between Samadai and the

coast ofMarsa Alam isapproximately 200 metersand goes

up to 600 meterson the eastern side.

Three main dive sites offervariouspossibilitiesincluding

cave systemsand caverns, eel garden, a little seagrassbed

and the biodiversity ofthe pinnacles. The common pas-

sage ofpelagic specieslike barracuda, manta, sharksanddolphinsand the presence ofmicrofauna, soft corals, hard

coralsand reefsh make Samadai one ofthe most interest-

ing and ecologically diverse dive sitesin the

Red Sea.

Managed by:

Samadai Experience

The Hurghada EnvironmentalProtection and ConservationAssociation (HEPCA)is a localnon-governmental organization(NGO)specialized in the eld ofmarine andland conservation.

SpinnerDolphinsWhile observing a spinner dolphin group, you may noticeslight differences in the external morphology of the

individuals. Thiswould be the size ofthe animal ora specicanatomical feature. Thisinformationcan help usassessageandgender. Belowisa list ofage classes identied by body

length, anatomical featuresanddolphin behaviour.

Behaviour

Strictly associated withthe motherin typi-cal formation, clumsyswimming.

Anatomical features

Fetal crests on bothsidesofthe body, foldednsand ukes.

Length(cm)

75 105

Age Class

Newborn

Behaviour

Independent individu-als, usually playful and

highly social.

Anatomical features

Finssmallerand bodieslessrobust than adults.

Length(cm)128 170

Age Class

JuvenileSubadult

BehaviourAssociated with themotherin typical for-mation.

Anatomical features

Head relatively largerthan adults, smallerns,

juvenile locomotion.Length(cm)

105 128

Age ClassCalf

Behaviour

Independentlyranging,femalesassociatedwiththeirbabies intypicalformation.

Anatomical features

Male dorsal n isverytriangular.Female dorsal n isslightly curved.

Length(cm)

170 235

Age Class

Adult

Photoby:TonyBaskeyfeld

Photo by: KimmoHagmann

Code ofConduct

Once youare in Zone B, there are two possible scenarios:the dolphinscome orthey dont. Despite the fact that mostofthe time we cant see them while in zone B, theyare wellaware ofourpresence. They may decide toapproachusortostay inzone A. The choice ofengagingandinteracting isonthem. There isno wayforus to attract them, but severalwrongbehaviourswoulddenitely make them avoidus.

Avoidbig crowds: The higherthe numberofpeople, the

more frightful the crowdandconsequently the disturbancetothe dolphins. Stayin small, silent andquiet groupsofpeople.

Avoid splashesandnoise:dont jumpfrom the zodiac!Slipgentlyinthe waterinstead. Donot shout orwhistle.

Approachingthe animals:

tryas muchas possibleto keep quiet and calm.Alwaysswim gently withnsonly. Try not to beexactly on topof themwhenthey surface, butratheron the s ide ofthegroup.

Interaction: ifthe animalsengage andstay aroundyou,observe andenjoy.

Never, never, nevertouchthem: thisisfor several reasons.First ofall, ourskinsare different andthe risktoexchangepathogensthat might triggerthe onset ofpathologiesisverylikely. Second, theyare wild animalsand shouldstaywild.Theyare not pets.

Donot trytofeedthem: wild animalshunt theirprey.Potential habituation toarticialfeedingwould compromisetheirability toeffectively forage, aswell asincrease the riskofdiseasescaused byanimproper diet.

Dont leave objectsin the water:eventhoughwe see themplayingwith marine litter, they mayturn out tobe lethalfordolphinsor otherm arine species. Anything that doesntbelongtothe sea shouldnt be introducedintothe ecosystem.

Samadai, also known asDolphin House isconsidered one

ofthe worldsleading dolphin retreatsand one of Egypts

most important natural preserves. Located approximately 6

nautical milessouth-east ofMarsa Alam; thisstrategic and

preciousd olphin sanctuary is one of the most biologicallydiverse marine habitatsin the Red Sea. The innerlagoon of

thishorse-shoe shaped reefis a resting place forat least 200

dolphinsth at ourresearcherteamhas conrmed. Aside from

the resident spinnerdolphins, Samadai isalso one ofthe most

popularsites fordiving and snorkeling in the southern RedSea. The reeftopography is stunning with cavernssystems

and a wide diversity ofmarine ora and fauna.

The Samadai initiative isan internationally recognized con-

servation model and an example ofsus tainable tourism devel-

opment. The Samadai management plan hasbeen one of our

communitysmost important achievementstowards protect-

ing the dolphinsof the Red Sea. Thisinitiative wasthe rsttime that civil society, the government, and the tourism sector

set aside theirdifferencesto protect one ofourcountries most

valuable resources. Thismodel will alwaysstand asa testa -

ment ofourcommunitys ability to intervene in protection of

ourenvironment and natural resources

The Samadai initiative isa conservation model that we hopecan be adopted all overthe world. By visiting Samadai, you

are contributing to the protection ofDolphins, as well as

supporting many otherenvironmental protection initiatives

throughout the Red Sea.

Samadai ManagmentPlan


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Re-positioning Samadai

New interactive web site, resource portal and

sales channel

Social Networks, Trip Advisor integration

New print media; multi-lingual brochures, park

tickets, banners, posters and info-graphics

International Press Campaign

www.hepca.org



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Future Plans

Streaming live web-cam including underwater streaming video

A hydrophone will broadcast through radio transmission allowing any

boat radio to tune into the frequency and hear the dolphins

Adopt a dolphin program

Bio Boat Deployment

Educational Program

Community Outreach Program

www.hepca.org



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hepca marketing presentation 2013

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