CONSERVATION CONVERSATIONS - A GLOBAL INITIATIVE - STORIES FROM THE LAND TOLD LIVE

Project Plan
Prepared for: Royal Roads University & Participating Stakeholders
Prepared by: Juliet Adoch, Caryl Dolinko, Shana Turner, Sean Wilcox, Jason Zerbin
May 25, 2016

CONSERVATION CONVERSATIONS - A GLOBAL INITIATIVE - STORIES FROM THE LAND TOLD LIVE

Project Overview
Conservation Conversations is a compelling social gathering of key stakeholders in the outdoor and environmental
communities that is intended to provided a platform that facilitates the sharing of unique and unifying stories.
Through this you will create a context for diverse stakeholders to interact, to deepen relationships, and to produce
unified impact- creating a sustainable ecological future for your local and global community who adopt this model.

Components
The Conservation Conversations initiative consists of the 4 key components:

1. Identifying and reaching out to key stakeholders

2. Production of a live story telling event

this event will include eating and drinking together

the sharing of unique and compelling stories

opportunities for dialogue and networking between diverse stakeholders

3. The gifting of a synedoche unity symbol

4. The sharing of these gathered stories with the broader global community

this symbol should represent the ecology of the local area and be broken up into to shared
portions for each stakeholder to have

an example of this could be a podcast, video series, story book, or other artistic representation
of these stories that could be shared and spread

Objectives
Through this plan we hope to achieve 3 key objectives:

1. Connect key elements of the diverse conservation movement to foster creative dialogue &
understanding

2. Create awareness of shared values amongst stakeholders

3. Inspire sustainable initiatives to create integrated local impact with global perspectives and tackle the
complexity of problems that our planet currently faces

CONSERVATION CONVERSATIONS - A GLOBAL INITIATIVE - STORIES FROM THE LAND TOLD LIVE

Model
In the spirit of NYCs The Moth (Story Telling Series) we endeavour through nature based conversations to utilize
the art and craft of storytelling to honour and celebrate the diversity and commonality of our experience with the
great outdoors and to highlight our unifying desire for its protection and perpetuation. The gathering will take place
in a local arts and culture event space that is engaging and conducive to beneficial conversation.

Facilitation Overview
Connect with a wide range of those who value the outdoors including indigenous elders, hunters & fishers,
conservation organizations, nature centred businesses, government representatives, and other outdoors
enthusiasts. Find sponsoring organization to facilitate the gathering, production, advertisement and execution of
this project. The model includes times for eating together, networking and conversation. There will be portions for
the sharing of stories, keynote addresses and a final gifting and unifying address.

Benefits of Project Model

1. Simple
2. Engaging
3. Scaleable

CONSERVATION CONVERSATIONS - A GLOBAL INITIATIVE - STORIES FROM THE LAND TOLD LIVE

Event Schedule
1. Doors Open
1. Drink & Food
1. Local fare & beverages
2. Opening Speech
1. Celebrity MC / Media Personality
2. First Nations Elder
3. Local Dignitary / Politician
3. First Stories
1. MC Introduction of Storytellers
2. Key Stakeholder 1
3. Local Story
4. Local Story
5. Key Stakeholder 2
4. Intermission
1. Mingling & Beverages
5. Second Stories
1. MC Introduction of Storytellers
2. Key Stakeholder 3
3. Local Story
4. Key Stakeholder 4
5. Local Story
6. Key Stakeholder 5
6. Presentation of Unity Initiatives
1. Bringing together pieces of wood or other meaningful local symbol (synedoche)

2. Final Address and Unity Initiative

7. Closing Beverages & Networking Opportunities
8. Post-Event Podcast & Initiative
1. Pass on new pieces of synedoche to next key stakeholders
2. Release of podcast or other story content
3. Seek feedback

Actions Steps

1. Form Team of Local Champions

2. Determine Key Stakeholders in Region
3. Determine Event Details
1. Venue
2. Sponsors
3. Production
4. Initiate Communications Strategy
5. Create Synedoche & Invitations
1. Send with invitation to key stakeholders
6. Final Media & Communications Push
7. Produce Event
8. Follow Up & Evaluation of Event Impact
9. Pass on Synecdoche & Event Template to Partners in Other Regions
10. Collaborate with Subsequent Global Partners to Ensure Longevity of Conservation Conversations

CONSERVATION CONVERSATIONS // COMMUNICATIONS CAMPAIGN

Prepared by: Juliet Adoch, Caryl Dolinko, Shana Turner, Sean Wilcox, Jason Zerbin

Background
Conservation has been thought of as the domain of environmental groups, yet outdoor enthusiasts, social
enterprise organizations, indigenous communities and governments all share the same sustainable values. Together
they are truly focused on a unified purpose of protecting the environment. Each of these groups works independent of
each other and without dialogue that coordinates team efforts and conservation initiatives. The Conservation
Conversation gatherings and initiatives will create a platform to share stories and open dialogue to explore how each
of these groups engages with nature. Through sharing stories, a common understanding and unified approach can
lead to greater partnerships than those that currently exist.

Situational Analysis
Many of the stakeholders involved are not approaching nature conservation from the same perspective and
may not recognize they hold the same shared values. Each stakeholder comes with their own biases and goals.
Hunting and fishing organizations could have a mandate that may appear contrary to non-profit organizations that are
creating sustainability programs. Outdoor enthusiasts such as mountain-bikers, hikers and surfers have the same
desire to ensure the protection of nature as indigenous communities who have valued nature as part of their cultures
for thousands of years. The goals of these independent stakeholders are the same, to conserve the environment.
They hold a common themes and desired goals, and through Conservation Conversations, these stakeholders
awareness of each other can create a unified approach and better outcomes.
To analyze the situation, it is best to conduct a S.W.O.T (strengths, weaknesses, opportunities and threats)
for the 1st annual conservation conversation podcast series by looking at each of the major actors. There are bound to
be many links for common threads of connection to align with the interests of each stakeholder.
Strengths
First time a platform for discussion has occurred providing a fresh approach
Each major actor is provided a platform for dialogue and sharing
Podcasts are an online medium with open access to those with internet connection
It can be recorded and rebroadcast around the world on multiple communications channels

 This initiative can be transported around the world as a design template for discussions
Can be focused on issues specific to regions
Weaknesses
Individual interests could prohibit collaboration
Technology may limit involvement for certain indigenous groups
There may be unequal speaking time based on the skill level of the moderator
If the Podcast gets popular enough, sponsorship dollars may influence dialogue outcome
Opportunities
Great opportunity to engage public audience in the dialogue
Each actor can create awareness of their programs and initiatives
Podcast can be rebroadcast around the world on multiple communications channels
This initiative can be transported around the world as a design template for discussions
Can bring in local organizations and outdoor enthusiasts and create unity
Threats
Other organizations can start conducting their own Podcasts to highlight their interests
Awareness may not strengthen bonds but increase competition for donations
Policy directives could be influenced and may cause threat to governments
From this brief analysis, the strengths of conservation conversations are acknowledged, the weaknesses and threats
are identified and the opportunities present the potential to realize a positive outcome.

Goals & Objectives

Establishing our goals will enable us to set strategic objectives that allow stakeholders and audiences to feel
a part of the conservation movement. The 1st annual podcast in the conservation conversation series strives to
engage the major stakeholder in conservation to share their current mandates and find common values. Through
storytelling and open dialogue, we hope to demonstrate the interconnectedness and interdependency of the
stakeholders and embrace the understanding of how the social and economic outcomes can benefit the whole.
Some of the communications objectives for the podcast series are:
Build awareness of the conservation conversations podcast and stakeholders projects and purpose
Create platforms for stakeholders to find information about the podcast

 Create awareness for people interested in conservation to tune-in and join the conversation.
Encourage key stakeholders to share information about podcast series
Provide a gateway for interested parties to find information about the stakeholders.

Target Publics
Primary Target Audience
The primary stakeholders are the leaders from five identified areas that focus on conservation: Aboriginal or
Indigenous community; Government (Canadian Wildlife Service, Fish and Game); Environmental Organizations
(David Suzuki Foundation, Western Wilderness Foundation, etc); Outdoor Enthusiasts (Associations for mountainbikers, hikers, surfers, etc); and B-Corp Businesses (MEC, BC Hydro, etc). This primary audience are people that
are directly involved in the conservation movement in some capacity. These include staff, members, partners,
communities, individuals, organizations, corporations, boards, staff, entrepreneurs, business community,
associations and allies.
Secondary Target Audience
The secondary publics are smaller organizations and individuals that may have an interest in the
environment and the sustainability movement towards planetary sustainability. This could include business owners
who sell environmentally friendly products, association members, tour companies and travel guides media outlets
wanting to share the stories, and the general public who would listen to the podcasts. Both the primary and
secondary target markets have a direct impact on the environment and there is ample room for growth of awareness
throughout the global south and north in the world.

Key Messaging
The messaging and images would be specifically designed to appeal to the primary and secondary
stakeholders identified. They would compel the listener to tune into the podcast and listen to the dialogue. Additional
messaging must be consistent across multiple, media platforms, with the same voice and visuals.
Create a presence with a multiple platform messaging strategy.
Create speaking points to reiterate across communications platforms.
Create consistent message that follow the same formula of across the mediums.

 Create a voice for the podcast series that is culturally appropriate for global series.
Create specific messaging for primary, secondary and public groups.
Create awareness that will enable others to promote the podcast series and increase interest.
Create cross platform connections for ease of sharing and uniform timing
Messaging can be created by local writers to engage listeners and compel them to listen to the podcast
through provocative online and social media buzz. All online media will be interconnected and cross reference the
stakeholders through multiple mediums, with tweets, posts and messages that direct people to find links to the
organizations and get involved in the podcasts. In countries with no media, radio messaging can be implemented on
local station through advertisements or community event listings. Community newspapers can carry the same
messaging through articles, advertisements and listings. Consistent messaging must feed any and all mediums to
ensures that the podcast series around the world flourish and succeed.

Tactics and Timeline

There will be a number or tactics and mediums used to maximize the effect of the communications plan that occurs
leading up to the event. To develop a strategic, sustainable plan, all tactics will aim to generate visibility, greater
interest and an increase listenership to tune in to the podcast. We have created a spreadsheet with tasks and
opportunity for accountability, tracked by week and month based on a six month communications schedule. Tactics
will be occurring independent of each other, and at other times, in conjunction with multiple mediums for greater
impact.
External Communications Mix
media releases, website, social media, web banners, advertisements, newsletter, posters, brochures, pop-up
banners, invitations, letterhead, reports, surveys
Internal Communications Mix
conference calls, face to face meetings, emails, virtual office
Stakeholders / Partners Mix
stakeholders, association members, community emails
business associations, NGOs, local, provincial, national, international organizations
User Generated Social Media Mix
Facebook, Twitter, Instagram, YouTube, SnapChat, iPod Cast, Linked In, Flickr, Blog, Survey.

The communications mix for all marketing will include consistent messaging and graphics throughout these tactics:
newspaper, radio and online display advertisements; website, You-tube, Facebook and Twitter posts; online contests
and surveys; e-newsletters; pop-up event banners; sponsorships and partnerships. Each of these tactics will be
integrated into a spreadsheet, similar to the attached document.
The tactics within the communications plan will be preceded by a coordination phase to guarantee an
integrated launch across all platforms. After the initial launch there will be a one month period to adjust systems and
messaging as required. The three month marker will initiate the in-depth analysis of statistics gathered. Revisions to
the plan will occur throughout as will continuous data gathering over the subsequent months. At the four month
marker, final preparations for the plan will be implemented as the final push for increased listeners ensues. The plan
will terminate at the six month mark and research reviewed and recommendations presented shortly thereafter.

Resources and Budget

When finalizing the budgets, each item must be budgeted as if there were a fee for the service and accounted
accordingly to develop a realistic financial cost to the company. The pricing will be determined by the organization
budgets so pricing has not been included for this The tactics list can be adapted to the organization and location,
both geographically as well as culturally. The budget below is not exact, and has not been set up on a spreadsheet at
this preliminary time. Each item has an approximation of cost based on published rates, yet may vary dependent on
budgets and corporate engagement. Staff will be included as part of the required resources, as people are needed to
implement this plan, and their hours and expertise are valued appropriately.
Communications Director to oversee plan, people and particulars
Graphics Designer creating compelling ads and visuals for all mediums
Writer / media manager for daily conversations across social mediums
Advertising in newspapers using frequency rates for 1/8, 1/12, and filler ad size
Web banners targeted across partner sites 5,000 weekly impressions
Social Media Management
Social media posting is generally free for posting unless requirement to pay for ads.
E-Newsletter programs online can be subscribed to for an annual fee or free
Independent survey programs can be subscribed to for an annual fee or free.
Promotional brochures, posters, and media kits printed.

 Pop-up flex or fabric banners sized 3x9 for Podcast event.

Website and hosting free programs appropriate to the culture

Measurement and Evaluation

The evaluation of this program can be measured in by the amount of awareness, interest, and increase in
listenership and podcast tune-in. A database will record the amount of listeners and website hits. The online
evaluation will be able to statistically measure outputs, outtakes and outcomes by tracking and recording in analytics
from technology utilized: survey; contest entries; e-newsletter (opens, click through and sign-ups); website hits; online
ads (impressions and click through) etc. These reports will eventually determine the success of communication efforts
at influencing publics to become listeners and increase popularity of the event and organization websites
engagement online and through memberships. The measure of success will be greater awareness in the conservation
movement and unified initiatives for global change.

Conservation Conversations - Action Plan

Communications
Status

Reponsible

Communications
October
1
2
3
4

Communications
November
1
2
3
4

Communications
December
1
2
3
4

Communications
January
1
2
3
4

Communications
February
1
2
3
4

Communications
March
1
2
3
4

Communications
April
1
2
3

Graphics
November
1
2
3

Graphics
December
1
2
3

Graphics
January
1
2
3

Graphics
February
1
2
3

Graphics
March
1
2
3

Graphics

Reponsible

Graphics
October
1
2
3

Reponsible

Website
October
1
2
3

Website
November
1
2
3

Website
December
1
2
3

Website
January
1
2
3

Website
February
1
2
3

Website
March
1
2
3

define Social Media & Marketing Manager

define perameters for Social Media

ongoing

connect with Sponsorship Consultant

in process

coordinate with Marketing

completed

develop Advertising Plan

define Media Releases
develop Blog Ideas and Content
review Website content
create relevant culturally provocative strategy for 'event buzz'
email addresses for all
create overall Map & Timeline
stakeholders defined
stakeholder invitation strategy defined
develop global strategy for event template to be used
additional Revenue Streams defined

Graphics
Status

April
4

define ALL graphics needed

brand requirements defined
create design template
design graphics
stakeholder logos collection
create event template
define new or repeat content
get bids for Printers
set printing schedules
create media kit
create banners for events
create advertisements
create invitations, brochures and handouts

Website
Status
design architecture and navigation
write content
review graphics and include social media links on all pages
create pages for stakeholder content
create schedule for website updates
contact information defined for website
stakeholder values online
event Schedule and Maps online
podcast Registration
gov't, Stakeholder and sponsor links and logos online
website beta tested for global accessibility

Website
April
4

Advertising
Status

Reponsible

Advertising
October
1
2
3

Reponsible

Blog / Storytelling
October
1
2
3
4

Blog / Storytelling
November
1
2
3
4

Blog / Storytelling
December
1
2
3
4

Blog / Storytelling
January
1
2
3
4

Blog / Storytelling
February
1
2
3
4

Blog / Storytelling
March
1
2
3
4

Blog / Storytelling
April
1
2
3
4

Reponsible

Social Media
October
1
2
3

Social Media
November
1
2
3

Social Media
December
1
2
3

Social Media
January
1
2
3

Social Media
February
1
2
3

Facebook & Twitter

March
1
2
3
4

Facebook & Twitter

April
1
2
3
4

PR / Media
March

PR / Media
April

Advertising
November
1
2
3

Advertising
December
1
2
3

Advertising
January
1
2
3

Advertising
February
1
2
3

Advertising
March
1
2
3

Advertising
April
1
2
3

ad Buy - Newspaper/Print
ad Buy - Radio Station
ad Buy - TV Station
ad Buy - Social Media
ad Buy - Websites
overall Advertising schedule established
sponsorship of Ads confirmed
ads created for Print and online media
ad scripts created for Radio and TV
ads reviewed by stakeholders and sponsors
ad tear sheets received
advertising impact measured
advertising impact evaluated

Blog
Status
develop promotional content
interlink stories with media releases
blog content timing
website updates for blog
upload to website for download
save as PDF online

Social Media
Status

develop schedule for posting

develop content for posting
find groups and pages to Like
find social media followers
set media release posting for FB
create image bank
link / create stakeholder pages
manage the follower to following ratio
create online survey
create social media competition for invitation to event
onsite live tweeting and posting
build communities around the demographic personas
onsite live tweeting at events
develop online engagment strategies
find online conversations to join
develop a consistent voice
create administrative access for global events

PR / Media

PR / Media
October

PR / Media
November

PR / Media
December

PR / Media
January

PR / Media
February

Status

Reponsible

Sponsorship
April
1
2
3

develop promotional content

create press kit
accreditation for media
create Media release schedule
create database of key media contacts with stakeholder involvement
draft media talking points for all event organizers
work with graphic designer on PR materials
create electonic press kit materials for bloggers and key guests
research media hosts and signage as required
stakeholders release for their industry
post event release
follow up with media for interviews
establish & finalize regional media host
on site media controller event day

Sponsorship
Status

Reponsible

Sponsorship
October
1
2
3

Reponsible

Event Organization
October
1
2
3
4

Event Organization
November
1
2
3
4

Event Organization
December
1
2
3
4

Event Organization
January
1
2
3
4

Event Organization
February
1
2
3
4

Event Organization
March
1
2
3
4

Event Organization
April
1
2
3
4

Reponsible

Official Invitations
October
1
2
3
4

Official Invitations
November
1
2
3
4

Official Invitations
December
1
2
3
4

Official Invitations
January
1
2
3
4

Official Invitations
February
1
2
3
4

Official Invitations
March
1
2
3
4

Official Invitations
April
1
2
3
4

Sponsorship
November
1
2
3

Sponsorship
December
1
2
3

Sponsorship
January
1
2
3

Sponsorship
February
1
2
3

Sponsorship
March
1
2
3

determine what is the sponsorship program

create sponsorship opportunities for Media
identify businesses we want to approach
establish system for sales and follow-up calls
email sponsorship package to contacts
confirmation of sponsors
collect all sponsor logos
create invoicing system for collecting money
ensure sponsorship deliverables

Event Organization Meetings

Status
create meeting date schedule
create online docs sharing system
book venue for group meeting
create agenda for group meeting
group internal communications system

Official Invitations
Status
get video created of PodCast
drop off posters to city and official areas
send onilne media release to City
get city and official banners
Invitation to Stakeholders
Invitation to Officials