Corporate Engagement Strategy Through Marketing Update

Overview• Overall Strategy and Goals• Proposed Core Values• The Process and Where We are At• Building a Story-Based Brand – An

Overarching Vehicle to Drive NFHP Communications

• Johnny Le Coq/Stefan Ramsbott’s Innovative Funding Mechanism

Overall Strategy Goals• Enhance conservation thru our and our partners’

communications… • Appeal to multiple values• Start with anglers as our initial target• Bring diverse interests together • Involve these interests and create projects that benefit them and

their communities

• Engage the passions of anglers and other key stakeholders to elevate conservation into the social fabric of their communities

• Leverage NFHPs entire infrastructure to engage businesses and local NGOs to actively participate in conservation alongside and in partnership with government agencies

• Diversify Regional FHP project funding through corporate, community and citizen involvement

•Water is essential for all life

•Fish reflect the health of aquatic systems that support many plant and animal species

•People are part of Nature, not apart from it

•Conservation is an enduring yet dynamic American value

•Today’s conservation requires a combination of people, passion and partnerships

•Fish and fishing are integral to the American story and the American Family

•Recreational, subsistence, and commercial fishing are social and economic drivers for conservation

Proposed Core Values~ Initial Sideboards ~

The Process and Where We are At• Engaging in storytelling exercises to build the foundation of a story-

based brand

• Defining NFHP’s UVP

• Expanding marketing team to leverage marketresearch capabilities and diversify funding streams

• Exploring Budget Needs – Integrating Ryan’s Work

• Adaptively applying Story-Based Brand to Where Regional FHPs are at

• Engaging in community capacity building processes to expand influence of FHPs and diversify the funding of FHP projects

Building a Story-Based Brand~ An Overarching Vehicle to Drive NFHP Communications ~

Why Storytelling?

SCIENTIFIC RESOURCE MANAGEMENT IS OUR CORE COMPETENCY

WHILE CRITICAL FOR ENGAGING PEOPLE, COMMUNICATIONS IS NOT OUR STRENGTH

EFFECTIVELY TELLING OUR STORY WILL GET US THE BIGGEST BANG FOR OUR BUCK

3OBSERVATIONS TO CONSIDER

An Innovative Funding Mechanism~ Brought to You By Johnny Le Coq & Stefan Ramsbott ~