Saving the Frog:A Landmark Learning Experience for Humankind

• 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.

One Voice…One Message

Amphibian Ark: Fleishman-Hillard Scope of Work and Timeline

The Assignment

Fleishman-Hillard has been retained

this summer to develop a comprehensive

communications and marketing plan

for Amphibian Ark. FH is one of the

world’s largest communications firms

with 80 offices around the world.

The following is our scope of work.

Scope of WorkCommunications 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.

Scope of WorkCommunications 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.

Scope of WorkFunding Strategy• Corporate Partnerships

– Develop a tiered corporate sponsorship program and proposal packages, including pricing and benefits

– Identify a “top tier” of corporations that would be ideal sponsors and schedule meetings to solicit funding.

• Philanthropic Funding– Identify appropriate foundations to approach

for grants

• Government Funding– Investigate and identify strategies for potential

U.S. government funding and commendation, in consultation with former Senator Jim Talent, who works for FH

Key Planning ActivitiesJuly 2007:

– Sponsorship and philanthropy packages developed– Sponsor and philanthropic targets identified and

meetings scheduled– Initiate outreach to U.S. government for funding – Key messages developed and approved

– Existing materials updated to reflect key messages

– Logo and style guide developed and approved– Existing materials updated with new graphics

– Communications plan developed and approved

August 2007:– Ongoing outreach to sponsor and philanthropic targets

Examples of AArk EventsSeptember 2007:

– Global launch -- 2008 Year of the Frog

December 2007: - New Year’s Eve activities for Year of the Frog

April 2008:– Coordination with Earth Day activities (in U.S.)

Amphibian Ark:

Messaging and Goals

Humans Need Empowerment

• 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.

May 15, 2007

Let Frogs Lead the Way

There is a plan that will work

Children and their teachers can participate; so can everybody

Media can tell the story, succinctly, emotionally

Corporations can partner with consumers and be seen as socially responsible

Politicians and governments can publicly make a difference

The entertainment industry can make a difference

Measurement/Goals• Raise $50 million in funding (corporate, philanthropic,

government)

• Save a select group of amphibian species that cannot be saved in the wild

• Boost public confidence and empowerment in regard to saving endangered species

• Prime consumers to support the next campaign

Message CornerstonesGoal 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

Message CornerstonesAmphibians

– Play key role in ecosystem – both predator and prey, sustaining food web links and delicate balance of nature

– Provide vital biomedicines that offer promising treatments for diverse diseases

– Maintain a special place in human culture and religion, cherished as agents of life and good luck

The Problem

– One-third to ½ of all species are threatened with extinction after thriving for 360 million years … the single largest mass extinction in the history of mankind, comparable only to dinosaurs

– Crisis is due to disease (chytrid fungus), habitat loss, pollution, pesticides, and climate change

Message Cornerstones

– 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

Amphibian Ark project – worldwide cooperation among zoos and aquariums to keep amphibians afloat

The Solution

Message: Complex or Simple?• Amphibians play a key role

in the ecosystem sustaining the food web.

• Amphibians’ skin produces substances that offer promising medical cures.

• Amphibians are endangered due to many factors: chytrid fungus, habitat loss, pollution, pesticides, and climate change.

• Amphibian Ark can save them. You can help.

• Frogs reflect the health of our planet.

• Frogs are endangered.

• The enemy is chytrid fungus.

• Amphibian Ark can save them.

Amphibian Ark Patron

• Sir David Attenborough

Potential Amphibian Ark Ambassadors• 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.

Strategic Allies Network (SAN)

• 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

Strategic Allies Network (SAN)

• 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.

Amphibian Ark:

Corporate Partnerships

Fleishman-Hillard, in partnership with the National Consumers League, conducted a CSR survey of Americans and found that:

* These slides were developed with U.S. audiences in mind; appropriate regional attitudinal research would be gathered in other countries.

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.

“… knowledge of a company’s commitment to social responsibility influences purchasing behavior more than lower prices.”

The Socially Conscious Corporation: Strategic Philanthropy*

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)

Treats and pays employees well

Goes beyond law to protect environment

Responsive to customers' needs

Contributes to community beyond

paying taxes

Shares your values

Ensures good profits for shareholders

Gives to charitable causes

All the same/other Don't know/Refused

9%

14%

38%8%

3%3%

9%

(down 9 pts.)

15%(up 5 pts.)

1%

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

Environmental Stewardship: #2 Expectation for a Responsible Company, and Growing in Importance

Nationwide (n=2,078)

1%

9%

8%

82%

Extremely/Very important

Somewhat important

Not very/not at all important

Don't know/Refused

How important is it that Congress work to ensure that corporations address pressing social issues, such as energy, the environment, and healthcare?

Americans want the government to ensure that corporations are socially responsible.

Consumers Ready to Let Congress Legislate Environmental Standards

How necessary are global standards that outline what companies need to do in order to be socially responsible?

Nation (n=2,078)

Extremely/Very necessary

Somewhat necessary

Not very/not at all necessary

Don't know/Refused

1%

14%

8%

78%

It’s time for global standards

of corporate social responsibility.

Consumers Think It’s Time for Companies to Conform to Global Standards

CSR Even More Influential on Consumers’ Purchase Behavior in 2007 (59% in 2006 vs. 67% in 2007)

If you wanted to buy a particular product or service, how influential, if at all, would it be to know that particular company meets global standards for being socially responsible?

Nation (n=2,078)

Extremely/very influential

Somewhat influential

Not very/not at all influential

Don't know/Refused

1%

22%

11%

67%

Corporate social responsibility influences buying decisions. Companies that understand this will be our best partners.

The Socially Conscious Corporation:Strategic Philanthropy

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

Business Week, 2004

Potential Sponsorship Assets• 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

Potential Sponsorship Assets • 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

(continued)

Sponsorship PackagesNoah - $5MPresenting sponsorship of Amphibian Ark program

Frog - $2.5MOfficial status

Toad - $1MSupporter

Salamander - $500KPatron

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.

Sponsorship Revenue Forecast5 Noah @ $5M = 25.0M

6 Frog @ $2.5M = 15.0M

5 Toad @ $1M = 5.0M

10 Salamander @ $500K = 5.0M

TOTAL = $ 50.0M

Corporate fundraising goals may be adjusted based on philanthropic and governmental contributions.

Sponsor Candidates– Community activation partner

– “Adoption” of Bullseye Dart Frog

– Grassroots outpost for campaign

– Incorporate into its existing Take Charge of Education program

– Create Amphibian Ark skin for Google Earth

– Online advertising for campaign

– Commit to TV and print (National Geographic and National Geographic for Kids) feature coverage and ongoing Web coverage

Sponsor Candidates– Consumer promotion soliciting photos of

amphibians in the wild

– Activate through online and statement messaging and partnerships with member organizations

– “Adoption” of Gold Frogs

– Commit to TV and Web coverage on Discovery and Animal Planet

– Unleash communication network to provide messaging across multiple platforms

or

THE LEARNING CHANNEL

Sponsor Candidates– Official “delivery” of amphibians

to safekeeping

– Contribute to “saving” amphibians

– On-package exposure for Amphibian Ark

– Promote biomedicine benefits of amphibiansor

Sponsor Candidates

- 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 tie-ins

UK Sponsor Candidates

- Direct mail/web-site tie in

- Alliance partnership with leading day care nursery chain for education and fundraising

- On-package and cause marketing tie-ins (currently have association with the Rainforest Alliance who’s logo is a frog)

Capabilities

VisionFleishman-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

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We Differentiate Ourselves Through …• Unsurpassed commitment to client service

• Exceptional results for our clients

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”“ Our Mission Statement

To make ourselves as valuable to our clients as they are to us …®

The Company We Keep

Results For Our Clients• Unparalleled product quality

• Strong focus on client service

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• 80 percent of our clients use more than one FH office

Results For Our Clients• Regional structuring and

focus on practice groups

• Strategic counsel, creative thinking, and the best talent are the key factors to our success

Practice Group Approach• Communications teams are

selected from 24 different practice groups across all geographic regions

• Matches agency strengths againstclients’ needs

• Gives clients access to the counselof the most experiencedpractitioners in various industries,disciplines, and target audiences

Practice Group ApproachB-to-B Marketing

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FH International Advisory Board• This powerful client resource brings together an array

of distinguished thought leaders from the private and public sectors.

• These highly respected advisers offer strategic counsel to our staff and clients, and can be asked to:

– Author op-ed pieces

– Serve as guest speakers at events

– Participate in planning meetings — in person, via video, or through calls to decision makers

– And much more . . .

FH International Advisory BoardAnna Chennault

Chairman of CIC, Inc., writer, lecturer, columnist

Newt GingrichFormer Speaker of the House, CEO of The Gingrich Group

Shoichiro IrimajiriFormer senior executive with Honda Motor Co. and Sega Enterprises, Ltd.

Mickey KantorFormer U.S. secretary of commerce and U.S. trade Representative

David KesslerDean and vice chancellor for medical affairs at the University of California San Francisco

General Barry McCaffreyFormer 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 OnodaFormer senior communications executive with The Charles Schwab Corp., Visa USA, General Motors, and Levi Strauss

Leon PanettaFormer White House chief of staff, former director of the Office of Management and Budget, and former representative of the House of Representatives

David PetersonFormer leader of the Ontario Liberal Party and Ontario Legislature, chairman of Cassels Brock & Blackwell LLP, and director of several leading Canadian companies

Tom RidgeFormer Pennsylvania Governor and Homeland Security Secretary

Christine ShipleyFormer technology writer and editor for PC Week, PC Magazine, PC/Computing, InfoWorld, US Magazine, and Working Woman

Dr. Louis W. SullivanFormer secretary of the Department of Health and Human Services, and president of the Morehouse School of Medicine

Pete WilsonFormer California Governor and U.S. Senator

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”“ International Agency of the Year

In 2006, The Holmes Report … Named Us

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.

Fleishman-Hillard Team LeadersJeff Davis,

Senior Vice President and Senior Partner

Jo Ann Miles, Vice PresidentJo 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, ownerof 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: