The Green Connection Marketing Plan 2011

March 29, 2011

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agenda1 The Green Connection Mission

2 The Brand – who are we?

3 SWOT Analysis

4 Competitive Analysis - Strengths & Weaknesses - What is our competitive differentiation?

5 Target Markets – locals / tourists / companies – a 360 perspective on target markets

6 Value Proposition by Target Market

7 Marketing Tactics by Target Market – project plan, owners, & schedule

8 Expected Outcomes

9 Project Management Suggestions

10 Conclusion

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All marketing activities should support the Green Connection (GC) Mission

To inspire and promote conservation and appreciation for Saba’s habitat and wildlife

How we do this? By inviting local schools to come and learn about their environment, guided by our resident

naturalists. By providing locals and tourists with the opportunity to experience Sabah’s wildlife and habitats, right

in the heart of KK. By respecting the animals and keeping them in conditions as close to their natural habitats as is

possible.

How do we fund this? We feed the animals, pay our staff, and pay our bills with your ticket price. We receive NO outside

funding.

Thank you for visiting and making this valuable contribution to environmental education

The Green Connection Mission

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The Green Connection brand is powered by it’s experienced people and unique facility which offer visitors a fun way to learn about Sabah’s wildlife

Who we are?

Our People

A friendly team of naturalists, with a combined 100 years of environmental experience, who are enthusiastic about teaching others about Sabah’s wildlife and habitat

Our Facility

A welcoming & fun attraction with over 700 cubic meters of water for visitors to see and interact with 100’s of Sabah’s wildlife species

A fun hands-on place to play and learn more about science

How we portray this to our visitors?

Stay informed and involved in local environmental issues Deliver informative information to visitors during feeding times and

stick around for questions Answer questions proactively from visitors Provide guided tours in various languages Smile, say hello, and make all visitors feel welcome Offer to take visitors’ photos Be on-time Create a team environment Be proud to work at Green Connection

Display a variety of Sabah’s wildlife species – from fresh water to salt water and land

Provide a world class viewing window to see and learn about Saba’s sea life

Offer a variety of ways to interact with the wildlife – viewing tanks, touch pools, snake area, shows

Offer fun and interesting games for children of all ages to experiment with science

Keep a clean facility & offer refreshments

The Brand – Green Connection

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GC can capitalize on it’s strengths of offering a hands-on nature & science learning experience in the city to drive local demand and overcome weaknesses & threats

Strengths Weaknesses

Many employees knowledgeable on marine biology Largest display of Sabah wildlife in their natural habitat – no one

else can compare Cool jungle/natural/informal atmosphere Central location very close to KK city Strong hands-on educational opportunity for children Strong conservation campaigns to help endangered species Supportive local community Very fun attraction for local kids of all ages Flexibility – staff & management open to new ideas Employees receive free lunch Good reactive work environment Multi-cultural company giving employees the opportunity to

improve cross-cultural skills

Ideas & plans are not executed well Not a pro-active work environment (more reactive) Facility maintenance – tanks not well maintained / building

needs paint Staff attrition – many quit due to low salary / no opportunity

for promotion No set plans in place for the work week No general business management (run by scientists) No clear cut hierarchy in management with clear direction to

employees Management need to delegate to help projects move along to

final execution Lack of a clear / consistent message Can’t compete in the tourist market Security – some tourists can sneak in without paying

Opportunities Threats

Improve locals’ awareness of GC to help drive more visitors Strengthen relations with local organizations to help drive visitors Strengthen awareness of GC’s conservation agenda Motivate staff to improve facility pro-actively Attract volunteers to inspire conservation efforts Special projects – coral planting parks / turtle release

Lack of funds to pay bills 1 Borneo aquarium – potential threat Competitors - Lok Kawi Zoo, National Parks, Bukit Pandang

Water Park, UMS aquarium (less species, but an inexpensive option for people to visit).

Bad publicity from employees who have left

Green Connection SWOT Analysis

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Top Competitors Shopping Malls UMS - Aquarium Islands Mountains

Strengths Playground Movie Arcade Can be combined with

shopping Indoors, air condition (i.e.

weather independent) In the city, close Economical / cheap

Clean and nice environment Nice displays, water tanks with

a variety of sea life Indoors, air condition (i.e.

weather independent) Inexpensive (5RM entrance

fee)

Outdoors, true nature experience

You do things together (go by boat, snorkeling, swimming, sun bathing, eating)

Highly accessible through tour operators

Outdoors, true nature experience

You do things together Can be adopted to meet the

need and fitness level of each participant

Highly accessible through tour operators

Weaknesses Playing without much learning

No true family oriented activities

Indoors, not a nature experience

No guided tours Not an interactive environment

(i.e. touch pools) Not in the city center of KK (25

RM with taxi) Only displays sea life Indoors, no real nature or

educational experience

Outdoors, weather dependent

No true learning experience, no information available to learn about the sea life

Outdoors, weather dependent

Limited learning experience Far away from city center

(i.e. at least a full day activity)

Expensive

GC Competitive differentiation against each competitor

Learning while having fun Group and team activities

(i.e. birthday parties, school events)

Outdoors, nature experience Family experience - learning

together

Offers sea life, fresh water, land and science discovery

Learning experience offering tours, shows, and hands-on learning.

Gift shop and refreshments Outdoors, nature experience Group and team activities (i.e.

birthday parties, school events) Central location - In the city

Offers sea life, fresh water, land and science discovery

Learning experience offering tours, shows, and hands-on learning.

Group and team activities (i.e. birthday parties, school events)

Central location - In the city

Offers sea life, fresh water, land and science discovery

Learning experience offering tours, shows, and hands-on learning.

Group and team activities (i.e. birthday parties, school events)

Central location -In the city

GC’s competitive differentiation is it’s fun learning experience, variety of wildlife, and central location

Competitive Analysis

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Based on GC’s strengths and competitive differentiation, the primary target market are local school children with tourists and companies as secondary

Target Markets Local school children

(primary)

Tourists – independent/active

(secondary)

Companies to sponsor special projects

(secondary)

Focus of time Spend 80% of time on this Spend 10% of time on this Spend 10% of time on this

Descriptors All Kota Kinabalu school children – especially from smaller schools with funds to visit GC

Majority of visitors are from private Chinese kindergarten school students

Independent / Self planners Active Not familiar with nature, but

want to learn more Couples, singles, & families Westerners / Southeast Asians

Organizations with a strong Corporate Responsibility program.

With an environmental and conservation agenda

Need for increase brand recognition

Decision Process Children visit with families on the weekend after they have learned through school

Teachers bring children after learning about GC through word of mouth. They want the children to learn about wildlife in a hands-on environment.

Internet Ask the taxi drivers Ask the hotel staff Guide books

Relationship based Review of proposals Alignment to corporate vision,

strategy, & objectives

Behaviors we need to influence

Need to influence the children to ask their parents & teachers to bring them to GC.

Need to influence teachers & head master to bring children to GC

Need to influence internet searches and relevant info

Influence hotel staff & taxi drivers to suggest the GC

Influence author’s of guide books

Build relationships with target sponsors to influence decisions

Target Markets – A 360* perspective on the customer

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The Green Connection has a unique value proposition for each target group

Local School Children

We offer a fun & welcoming attraction with experienced naturalists to help you learn more about Sabah’s nature and science right here in the center of Kota Kinabalu.

• Interact with a wide variety of Sabah’s wildlife • Experienced naturalists with combined 100 years of

experience• Hands-on science discovery center with a variety of

science games

We offer an easy to access attraction with experienced naturalists to help you learn more about a variety of Sabah’s wildlife that you might miss in the wild.

• Guided & Self-guided tours in various languages

• 6 of the top 10 eco-treasures of Borneo can be seen here.

We offer opportunities to invest in environmental causes to help make Sabah a better place while helping to increase your brand recognition.

• Combined experience of 100 years in conserving the planet

• Proven track record of successful conservation projects partnering with local organizations

Tourists

Companies

Value Proposition by Target Market

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To drive awareness & demand with the target markets, we recommend executing a few marketing tactics really well – rather than many not so well

Local School Children– Tactic #1: Educational articles in the local newspaper: Educate local parents on

environmental issues and invite them and their families to GC to learn more– Tactic # 2: School Assembly Education Sessions: Educate school children on environmental

issues and invite them to GC to learn more

Tourists:– Tactic #3: Relationship based marketing with hotels: Build relationships with key hotel staff to

encourage them to send tourists to GC

Companies:– Tactic #4: Relationship based marketing with local companies: Acquire sponsors for special

projects (i.e.: turtle satellite program)

As you add additional tactics, ensure to keep in mind your mission and value proposition to the target market

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Local School Children – Marketing tactics to help drive awareness

Tactic #1: Educational Articles in local newspapers

– Objective: Educate local parents on environmental issues and invite them and their families to the Green Connection to learn more

– Team: Scott (lead), Girl, Will KK, Will UK, Eric, Hazel– Reviewer 1: Scott– Approver: Steve– Local publication: Saba Times - NSTSTRINGERS@hotmail.com

Daily Express

Project Plan:

Tuesdays Wednesdays Fridays Mondays Tuesdays

Topic WriterDraft 1 due date

(author)Reviewer 1 due date

(Scott)Approval (Steve)

Final Draft (Author)

Submit to Saba Times (Will KK)

Publish to Website (Hazel)

1 Shark Conservation Steve 15-Mar 16-Mar 18-Mar 21-Mar 22-Mar 2 days after paper publish2 Ocean Friendly Seafood Scott 22-Mar 23-Mar 25-Mar 28-Mar 29-Mar 2 days after paper publish3 Shark Fins Eric 29-Mar 30-Mar 1-Apr 4-Apr 5-Apr 2 days after paper publish4 Coral Planting Scott 5-Apr 6-Apr 8-Apr 11-Apr 12-Apr 2 days after paper publish5 Invasive Species Will UK 12-Apr 13-Apr 15-Apr 18-Apr 19-Apr 2 days after paper publish6 Turtles and plastic Girl 19-Apr 20-Apr 22-Apr 25-Apr 26-Apr 2 days after paper publish7 Fresh Water Ecology Will KK 26-Apr 27-Apr 29-Apr 2-May 3-May 2 days after paper publish

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Local School Children – Marketing tactics to help drive demand

Tactic #2: School Assembly Education Sessions

– Objective: Educate school children on environmental issues and invite them to the Green Connection to learn more

– Team: Eric (lead), Cindy, Sue

– Pre-Work (Eric to complete):

• Select Target Schools

– Phase 1: Primary Schools with >250 students that have not visited GC

– Phase 2: Primary Schools with between 100-250 students that have not visited GC

– Phase 3: Primary Schools with >250 students that have visited GC

– Phase 4: Primary Schools with between 100-250 students that have visited GC

• Create “leave behind” package:

– Letter to principal/teacher about GC and this program

– price list for schools to visit GC

– Flyers for children

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Tuesdays Mondays Tuesdays Tuesday November

Topic # students OwnerFirst meeting with

PrincipalLecture about

GCFollow-up visit aiming for feedback and bookings Booking

Revisit (new students)

SK SRI GAYA 1034 Eric 29-Mar 4-Apr 12-Apr 19-Apr 1-Aug

SK GANTISAN 574 Eric 5-Apr 11-Apr 19-Apr 26-Apr 1-Aug

SK PULAU SEPANGGAR 345 Eric 12-Apr 18-Apr 26-Apr 3-May 1-Aug

SK KEBAGU 294 Eric 19-Apr 25-Apr 3-May 10-May 1-Aug

SK KEM TELUK SEPANGGAR 283 Eric 26-Apr 2-May 10-May 17-May 8-Aug

SK ST ANTHONY 267 Eric 3-May 9-May 17-May 24-May 8-Aug

SK BENONI 595 Eric 10-May 16-May 24-May 31-May 8-Aug

SK PENGALAT BESAR 535 Cindy 29-Mar 4-Apr 12-Apr 19-Apr 8-Aug

SK PEKAN KIMANIS 499 Cindy 5-Apr 11-Apr 19-Apr 26-Apr 15-Aug

SK KUALA PAPAR 455 Cindy 12-Apr 18-Apr 26-Apr 3-May 15-Aug

SJK(C) CHENG HWA 341 Cindy 19-Apr 25-Apr 3-May 10-May 15-Aug

SK ST MARY (M) 317 Cindy 26-Apr 2-May 10-May 17-May 15-Aug

SK BERINGIS 293 Cindy 3-May 9-May 17-May 24-May 22-Aug

SK KEM LOK KAWI 1003 Sue 29-Mar 4-Apr 12-Apr 19-Apr 22-Aug

SK KG CONTOH 701 Sue 5-Apr 11-Apr 19-Apr 26-Apr 22-Aug

SK NONGKOLUD 410 Sue 12-Apr 18-Apr 26-Apr 3-May 22-Aug

SK GAYANG 334 Sue 19-Apr 25-Apr 3-May 10-May 29-Aug

SK INANAM LAUT 847 Sue 26-Apr 2-May 10-May 17-May 29-Aug

SK MALAWA 496 Sue 3-May 9-May 17-May 24-May 29-Aug

Tactic #2 – School Assemblies Project Plan - Phase 1

Total students = 9,623

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Tourists – Marketing tactics to help drive demand

Tactic #3: Relationship based marketing with Hotels – Objective: Build relationships with key hotel staff to encourage them to send tourists to GC– Lead: Will UK– Pre-Work:

• Select target hotels: Large hotels where independent travelers and families typically stay• Create “leave behind” package:

– Business card with your contact info– Flyers– Free pass for concierge/hotel front desk with expiration date & marketing code – Video on laptop or CD (optional)

– First Visit• Inform front desk of GC, invite for free visit, and start building relationship, build key contacts, exchange cards

– Follow Visit• Did you go? What do you think? Please invite your hotel guests

Project Plan:Owner First Visit Follow Visit

Follow Up Bi-Weely

Follow Up Bi-Weely Continue Every 2 weeks

1 Hotel Shangri-La Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks2 Best Western Kinabalu Daya Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks3 Sutera Harbour Resort & Spa Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks4 Shangri-La's Tanjung Aru Resort Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks5 Le Meridien Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks6 City Express KK Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks7 Imperial International Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks8 Tang Dynasty Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks9 Beverly Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks

10 Tang Dynasty Park Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks11 The Palace Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks12 Promenade Hotel Apartments Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks13 King Park Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks14 D'Borneo Hotel Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks15 Hotel Eden 54 Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks16 Shangri-La's Rasa Ria Resort Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks17 Nexus Resort & Spa Karambunai Will UK 30-Mar 6-Apr 20-Apr 4-May Continue Every 2 weeks18 Tune Hotels .com - 1Borneo Will UK 31-Mar 7-Apr 21-Apr 5-May Continue Every 2 weeks19 Novotel 1Borneo Will UK 31-Mar 7-Apr 21-Apr 5-May Continue Every 2 weeks20 Grand Borneo Hotel Will UK 31-Mar 7-Apr 21-Apr 5-May Continue Every 2 weeks

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Criteria for hotels in target list

Tourist information office pointed out some hotels as family/ independant traveler hotels (yellow)

We visited hotels verifying the input from above

Index at Trip advisor

Number of rooms

* out of 79

Hotel name

Star Category

Trip Advisor popularity index*

Number of rooms

Hotel Shangri-La 3 Star 20 121

Best Western Kinabalu Daya Hotel 2 Star 25 127

Sutera Harbour Resort & Spa 5 Star 11 956

Shangri-La's Tanjung Aru Resort 5 Star 3 492

Le Meridien 5 Star 5 306

City Express KK 3 Star 12 275

Imperial International Hotel 4 Star 21 208

Tang Dynasty Hotel 3 Star 69 203

Beverly Hotel 4 Star 24 200

Tang Dynasty Park Hotel 3 Star No index 190

The Palace Hotel 3 Star 23 151

Promenade Hotel Apartments 2 Star 66 140

King Park Hotel 2 Star 18 112

D'Borneo Hotel 2 Star 46 24

Hotel Eden 54 Unknown 1 23

Shangri-La's Rasa Ria Resort 5 Star 2 420

Nexus Resort & Spa Karambunai 5 Star 17 485

Tune Hotels .com - 1Borneo Unknown 31 165

Novotel 1Borneo 4 Star 10 263

Grand Borneo Hotel 4 Star 14 325

Total number of rooms     5186

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Companies to sponsor special projectsIt’s not about raising money, it’s about raising friends

Tactic #4: Relationship based marketing with potential sponsor companies Objective: Build relationships with local companies to sponsor special projects (i.e.: turtle program)

Criteria for company target list:

– Environmentally conscious company that shares the vision of GC

– Community oriented company

– Needed awareness of their brand

– Need for tax savings

VIP Tour & Breakfast at the Green Connection for target companies

– Invite Target buyer = Corporate Responsibility / Marketing

– Printed hand delivered invitation with RSVP required

– Agenda for meeting (before opening hours:

• Intro to Green Connection brand in the Café Area during breakfast

• Guest speaker discussing successful sponsorship project with GC

• Presentation Overview of project for sponsorship in tank room

• Q&A

• Guided Tour of the Green Connection with expert marine biologist (optional)

– Establish follow-up meetings with key executives in target companies

Stay active in local organizations to build relationships – Rotary, Sabah Society, JCI

Note: VIP Tour & Breakfast can be replicated for other audiences (i.e.

hotel staff)

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Companies to sponsor special projects (continued)It’s not about raising money, it’s about raising friends

Proposal package recommendations:– Introduction of Green Connection Brand, Vision, and Business Case – In-depth overview of the sponsorship project:

• What are we trying to accomplish and why is it important?• What is required by the sponsor?• Why should the sponsor take on this opportunity?

– Sponsor contract with expectations on what will be delivered– Process for communication & follow-up– Dedicated GC project manager/contact person for each project

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What do we think the outcome will be of the marketing tactics?

Tactic Outcome

Tactic #1: Articles in local newspapersIncreased Awareness among locals on GC’s mission and who we are, so that we have brand recognition

Tactic #2: School Assembly Sessions

Generate Demand Number of Schools Visited = 19 Number of Total Students = 9623 % of schools to set up field trip = 75% % of students to visit independently (with parents) = 5% Projected Revenue:

–Field Trips = R5700 (over time)–Independent visits = R15,878 (more immediate)

Total Project Revenue Phase One = R27,578

Tactic #3: Hotel relationship building

Generate Demand Note: Today only 1 hotel in the target list has recommended GC to

it’s guests # of hotels in target list = 20 # of guest that visit GC per week per hotel (post campaign) = 4

(conservative) Total number of recommendations per week = 80 Total Projected Revenue per month = R8,000

Tactic #4: Company relationship building Acquire sponsor companies for special projects

Italic indicates assumptions

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Scope

TimeCost

Project success&

Client satisfaction

Quality

People

Risk

Project Management is all about leading a project team towards the project objectives & successful project completion as agreed upon with management (or sponsors)

It is important to avoid trouble/issues rather than managing them

From paper to action, requires good project management

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Project phases

Define and plan the project– Why do the Project?– What is the objective?– How to get there?– How much has to be achieved?– What is the deadline?– Which constraints have to be considered?– Who is responsible for what?

Initiate– Assign resources– Conduct a startup meeting and get agreement of the plan– Identify risks (probability and impact – high, medium, low)

Execute and follow-up– Follow-up regularly and communicate (ahead/on time/behind schedule? Financials? Scope?)– Set-up extra meetings if needed to resolve issues– Track changes

Close and celebrate– Summarize and take notes about things you did well and things you can improve– Celebrate!

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In conclusion…

All activities should align to your mission

Ensure you’re living by the Green Connection brand

Execute a few marketing tactics really well, rather than a lot not so well

Focus on your primary target market and communicate your unique value proposition to each group

Manage each project to successful completion

Be proud of the Green Connection and work as a team

Have fun!