Marketing and Brand Awareness
Seafood for the Future “Sustainability”
SFF’s ongoing marketing goal is to establish awareness for the Seafood
SFF’s financial sustainability goal is to establish funding opportunities in
for the Future brand and message in both Southern California and
order to grow and maintain the program beyond year three (2011).
beyond. To accomplish this goal, SFF will pursue the following objectives: To accomplish this goal, SFF will pursue the following objectives: • •
Investigate new opportunities for grants - SFF has already
Realign brand strategy - Moving into year three, it is essen-
been involved in projects that are funded externally, such as the
tial that SFF realigns the central message with the program’s
USDA-funded regional mercury study through Purdue University.
marketing tools and target market. This will take place in January
SFF intends to increase these types of collaborations for defined
through various consumer-focused online surveys and partner-
projects that fill the needs of funding agencies.
focused interviews. • •
Develop formula for partnerships - The program realizes that
Grow social media network - Through active communication,
some partnerships and events have a tremendous payoff in terms
targeted facebook ads and encouraged user-generated content,
of garnering new fans and interest, while others are limited to
SFF can continue to efficiently and inexpensively increase aware-
the number of people physically present. In year three, SFF will
ness for the program.
develop a strategy based on lessons learned, so that the program’s exposure grows exponentially.
•
YouTube videos - See above section. •
•
•
Expand use of partners and volunteers - SFF now has a large
Targeted national press launch for early 2011 - SFF aims to
number of community partners who can provide skilled volunteers
increase their national press exposure and consequent reach by
for outreach, design work, event planning, and research. The
targeting various high profile print publications, online media
program has also become savvier in better utilizing volunteers and
resources, and radio shows.
helping them reach their goals.
Ongoing community relations activites - Active involvement
•
Fundraising - SFF’s ability to help raise support for other non-
in community events and Aquarium-related activities will increase
profits can be used in such a way that ultimately gains more ex-
the reach of the SFF brand while simultaneously fulfilling the
posure for the program. A great example is the recent Urban Farm
program’s education objectives.
Dinner to benefit a local community farm and work program. While SFF did not benefit financially from the fundraiser, the program did
•
Blogging/E-Newsletter - SFF will continue to penetrate consu-
gain a great deal of attention from the various groups involved and
mer markets by growing the program’s database of email-newslet-
people attending.
ter subscribers through social networking outlets, event outreach and regular blog posts. •
Develop a “virtual” media kit that resides on the SFF website - In this capacity, SFF will include the program’s history, mission and goals, brief profiles and photos of key partners and a downloadable PDF of the year-two evaluation.
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