TRANSMITTAL LETTER

April 24, 2014

Danielle Brigida Senior Manager of Social Strategy and Integration Headquarters National Wildlife Federation11100 Wildlife Center DriveReston, VA 20190

Subject: Response to Request For Proposal (RFP) NWF-14-001

Dear Ms. Brigida,

EOSC Communications is pleased to submit the attached response to the National Wildlife Federation’s Request For Proposal Number NWF-14-001, issued April 24, 2014.

As our proposal demonstrates, we offer solutions in response to the National Wildlife Federation’s struggles in generating interest amongst new demographics.

Should you have any questions regarding our proposal, please feel free to contact any of our team members at 703-973-5585.

We look forward to working with NWF to ensure the success of bringing new demographics into the organization.

Best Regards,

EOSC Communications Team Enzo Rios, Omamma Alteab, Suzanne Foltz, Cindy Kim4400 University DriveFairfax, VA 22030

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Response to communication problem

PROPOSAL EOSC COMMUNICATIONS TEAM

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Table of Contents

Introduction & Background…………………………………………………….............…………………...4

Identification of Communication Challenge (SWOT Analysis)…….....………………..………5

Problem Statement/Project Description………………………………..………………………………6

Objectives……………………………………………………………………………………………………………7

Project Phases…………………………………………………………………………………………………..8,9

Schedule/Cost……………………………………………………………………………………………………10

Statement of non-disclosure……………………………………………………………………………….11

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INTRODUCTION

EOSC Communications is pleased to submit a proposal to address the communications challenge identified by the National Wildlife Federation.

EOSC Communications is made up of four college seniors pursuing degrees in communications from an institution of higher learning, George Mason University. Our team was formed in Professor Mitchell Marovitz’s COMM 389 – Public Relations for Non-Profits class. Our mission is to work with nonprofits by addressing the communication challenges present within their organizations. EOSC Communications specializes in guiding nonprofits to proactively solve communication challenges. Our approach to communication challenges is to propose a plan to our client highlighting what we plan to improve upon in a specific time frame.

This proposal will describe EOSC Communication’s assessment of the National Wildlife Federation’s communication challenge. It will then explain the goal and objectives needed to solve the pending communication challenge. The proposal will then explain how creating a communications campaign targeting high school and college students will greatly benefit NWF in the long run. Finally, the proposal will explain the schedule and cost needed to successfully implement our plan.

BACKGROUND

The National Wildlife Federation, originally named the General Wildlife Federation, formed as a result of the public’s desire to conserve wildlife and nature. Headquartered in Reston, VA the organization has found success in generating interest in wildlife, safeguarding America’s wildlife and wild places, teaching younger generations about the world around them, and finding solutions to the climate crises that arise from new technology and human impact. EOSC Communications recognizes the influence NWF has on society and wants to expand that influence to younger demographics.

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IDENTIFICATION OF COMMUNICATION CHALLENGE (SWOT ANALYSIS)

SWOT analyses are performed on an organization to identify the organization’s strengths, weaknesses, opportunities, and threats. Through this analysis, a problem is determined. Once the organization have a clearly stated problem, the communications component needed to solve that problem can be researched to identify communications goals, objectives, audiences, messages, and strategies.

The organization has made great strides in making the public aware of nature conservancy. Ding Darling, NWF’s founder, actually began as an editorial cartoonist. This led to an early interest in spreading the message through a variety of mediums. The emergence of social media in the 21st century has opened the realm of possibilities to directly reach multiple audiences. This proposal will explain the benefits of targeting messages to younger demographics. The proposed timeline will allow us to guide NWF through all the appropriate steps when it comes to partnering with campus organizations and launching innovative social media campaigns. EOSC’s communications timeline of events will clarify due dates, deliverables and tactics, and hold team members accountable. With clear, established tactics in place, EOSC Communications is confidant that we can generate interest among younger demographics.

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S Accessibility both at a local and

national level Variety of small scale and large

scale events Aware of advances in technology Use of different mediums to

spread messages

W Lack of young audience Lack of age-relevant posts on

popular social media sites

O Possibility to target the

previously untargeted demographic of high school, college age, and young adults

T The large number of nonprofits

with similar interests Nature Conservancy, the World

Wildlife Federation, the Humane Society all have same mission

Creates dilemma when it comes time for a client to choose whom to donate to

PROBLEM STATEMENT

Based on our meeting with Ms. Brigida and our SWAT analysis, we learned that the average subscriber to the National Wildlife Federation (NWF) is a 60-year-old woman. These women are financially secure and can afford to spend extra time and money to support a cause they believe in. This is what makes these women an ideal target audience.

However, this does not apply to young adults from the ages of 15-25. These young people are students who have a fresh perspective on life, who are more idealistic and willing to try new things, making it a perfect opportunity to get them thinking about nature conservancy. Membership privileges at NWF cost a simple $30, but if you continue to ignore a high percent of the population you’re missing out on the substantial amount of revenue that can be brought in each year. This problem can be addressed by simply targeting to the younger demographics in new but exciting ways.

PROJECT DESCRIPTION

EOCS Communication’s goal is to promote the National Wildlife Federation amongst a new age demographic: 15-25. This previously untapped resource can be used to ignite interest in all of NWF’s campaigns and efforts, which will ensure the continued longevity of the organization. This project would begin at the start of next year (January 1, 2015) and be accomplished in 211 days (July 31, 2015).

To achieve this goal, EOCS proposes the following phased approach: Phase I – Analyze the existing social media campaigns and physical (in-

person) campaigns. Decide which age group they are geared to and determine how they can be better geared to the target audience (15-25). Also analyze campus chapters of the NWF and other like-minded organizations.

Phase II – Develop a new social media campaign, geared to high school and college-aged students. This new campaign would stress outlets like Twitter, Instagram, Facebook, and Buzzfeed, more heavily than the current social media campaigns.

Phase III – Implement on-campus chapters of the National Wildlife Federation which can perform advocating events, fundraising events, and partner with their regional affiliate for outreach and community events.

Phase IV – Evaluate both the social media campaign as well as on-campus efforts.

Objectives

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By partnering with EOCS Communications to develop a new public relations campaign targeted to 15 to 25 year olds, the National Wildlife Federation will be able to:

Identify their successes and limitations by current social media efforts by seeing who their audience is, who are the most active communities on each of the social media platforms, and how interactive have 15-25 year olds been on these posts. (30 days; ending January 30, 2015)

Examine current on-campus efforts, by both our organization and others like it to determine the style we want our chapters to be organized (20 days; ending January 20)

Develop a Social Media Campaign within 180 days of project start. Train communications members to cater to the younger audience. See what

has been effective in other markets and mimic them. (10 days; ending January 31)

Develop and organize media materials for each individual social media platform that will appeal to the intended audience. (180 days; ending July 31, 2015)

Establish on campus chapters at three universities and outline activities for them to perform throughout one semester.

Test these new materials on focus groups. Make sure we have something that will be effective (14 days; ending March 14).

Edit ineffective posts and begin posting effective posts (20 days; finishing by April 3)

Evaluative the new social campaign to see how effective the methods have been.

Evaluate the campus chapter enrollment and enthusiasm (191 days from start; EOCS evaluation ending July 31, but continuous evaluation encouraged).

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Evaluate current social media and see what is effective.

Examine current on-campus efforts together

Develop a social media campaignTrain communications members about new

tacticsDevelop social media materials

Establish campus chapters and schedule for semester

Test social media on focus groupsEdit ineffective posts and begin posting

them Evaluate new social media campaign

Evaluate new campus chapters

1-Jan 22-Jan 12-Feb 5-Mar 26-Mar 16-Apr 7-May 28-May 18-Jun 9-Jul 30-Jul 20-Aug

7

Project PhasesPHASE I: Social Media Analysis (20 days)

During Phase I, EOCS Communications will look to what has been done in the past, both by the National Wildlife Federation, and by other likeminded nonprofits. Posts on social media forums like Facebook, Twitter, and Instagram are easily assessable. Most “Pages” or “Groups” have the capability to show the age, volume, and regularity of their audience. This information will be used by EOCS to see what is grabbing the attention of most 15-25 year olds. The effective posts of the past can be analyzed and their successful elements played up in future posts. The less successful posts can also be analyzed to see what was not effective and to make sure that we have less material like that in the future.

The second part of Phase I is to perform similar analysis on high school and college campuses. We will evaluate the current NWF programs on the campuses as well as the chapters of other like-minded organizations. Both theirs successes and their failures will be kept in mind for Phase III, in which new campus chapters are implemented.

PHASE II: Develop New Social Media Campaign (40 days)

In Phase II EOSC will begin training NWF’s employees what social media tactics are effective, so that even after our project with them ends, they can still use these skills to have their own effective campaigns. After they understand what they need to create, our team and theirs will work together on a campaign specifically for social media that appeals to 15-25 year olds.

We will focus on Facebook, Twitter, Instagram, and a fairly new source of Internet news, Buzzfeed. Each of these are high energy, constant forums that the majority of high school and college students are active on.

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New posts on Twitter and Facebook will be clipped and relate to targeted audience interests, offering posts with things like: rewards incentive, travel events, resume building activities, and internship and job opportunities.

Instagram will utilize “cuteness” by offering images of baby animals in their natural environments. It promotes an interest in wildlife, while fitting into the habit of young adults to look at animals (as see through Twitter accounts like @CuteEmergency and the cat video obsession of the early 2010s).

Buzzfeed will be used because it is very complimentary to the college age Internet attention span. The site utilizes short, humorous lists that sometimes carry a more significant message. The National Wildlife Federation would create lists and quizzes, like “What American Animal Are You?,” “What Animal Calls Can You Recognize?, ” and “Endangered or Not?” could be beneficial. Posts like these can be used to incorporate other nonprofits with environmental/conservation agendas. “Learn more” links can be attached to the posts, directing them to sites like the National Wildlife Federation, the Nature Conservancy, and the Humane Society. Showing this affection for the cause, and disregard for the threat of competition, places the organization in a more positive light – proving that they are in it for the animals and habitat and not for a profit. These noncommittal short activities can sneak information into their young brains and hopefully garner some interest.

Phase III: Implementing New Campus Chapters of NWF

EOSC Communications is interested in establishing three chapters of the National Wildlife Federation in the Washington DC Metropolitan area. These would be at George Mason University, the University of Maryland, and American University. This would help demonstrate how successful the programs would be at schools of different sizes.

We would use the proper university channels to establish these chapters, as well as partner them with regional offices of the National Wildlife Federation. These chapters would performs several activities per month each semester, including membership meetings, advocating events in which they spread the mission of the NWF, and community events, such as nature walks and tree plantings with the regional offices.

Phase IV: Evaluating the Social Media Campaigns and Campus Chapters

In the final phase of our project, EOSC Communications will evaluate both Phase II and Phase III.

The social media posts will be tracked to see if there are more successful than the campaigns of the past. Effective posts will be noted and their elements will be incorporated into the next post – in a form of formative evaluation.

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The campus chapters’ success can be measured in terms of membership. We can easily track these numbers to see if it is something worth continuing. We can also have surveys taken by each member asking things like:

Why did you join this organization? How did you first hear about it? What do you think would make it a more effective program? Are there any other methods of advertising that you think should be utilized

by the NWF for recruitment?

Schedule and CostCost Summary

Phase Duration CostPhase I: Social Media Analysis 20 days $19,800Phase II: Develop New Social Media Campaign 40 days $108,000Phase III: Implementing New Campus Chapters of NWF 100 days $180,000

TOTAL 120 days $307,800Cost DetailsPhase I: Social Media Analysis (Duration: 20 Days)

Labor Category Hourly Price* Bid Hours Total CostSocial Media Lead $100.00 133 $10,000Social Media Campaign Analyst $80.00 93 $5,600Social Media Specialist $70.00 80 $4,200

TOTAL $19,800Phase II: Develop New Social Media Campaign (Duration: 40 Days)

Labor Category Hourly Price* Bid Hours Total CostSocial Media Lead $100.00 293 $22,000Social Media Campaign Analyst $70.00 266 $14,000Social Media Specialist $80.00 286 $17,200Social Media Trainer $60.00 107 $4,800Social Media Advertisement Budget $50,000

TOTAL $108,000Phase III: Implementing New Campus Chapters of NWF (Duration: 100 Days)

Labor Category Hourly Price* Bid Hours Total CostCampus Chapters Lead $150.00 800 $90,000Campus Chapters Analyst $100.00 400 $30,000Campus Chapters Coordinator $120.00 667 $60,000

TOTAL $90,000

Organizational CapabilitiesThe mission of EOSC Communications is to cater to our clients’ specific needs in an effort to provide the most professional, efficient, creative, and effective public relations results. Since our agency’s founding in 1993, we have successfully assisted over 100 nonprofit clients in the DC metropolitan area, as well as 53 organizational clients across the nation. EOSC Communications is made up of an impressive number of professionals from various industries and backgrounds, all skilled in

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campaign development, crisis management and avoidance, and evaluative methods. Our company’s four founding members Enzo Rios, Suzanne Foltz, Cindy Kim, and Omama Altaleb, are all still active members of the EOSC Communications team and oversee the work provided to each of our clients. EOSC Communications has won over 25 industry awards in their 21 years, including Best Up-And-Coming Agency in 1995, Agency of the Year in 2012 and 2013, and Client Favorite Agency of 2008.

Statement of Non-disclosureEOSC Communications will not disclose, copy, imitate, or reproduce any confidential information pertaining to this project to third parties, unless expressly permitted. If communication with third parties becomes necessary, EOSC Communications will use proper channels to gain permission and use full transparency with the client at hand._________________________________________________________________________________________________

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