GR604 Student Project Audubon — The Strategy Guide

AUDUBON / CHAPTER 1 / HISTORY

AUDUBON

VISUAL STR ATEGY GUIDE

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V I S U A L S T R AT E G Y G U I D E

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AUDUBON / CHAPTER 4 / COMPETITORS

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AUDUBON

VISUAL STR ATEGY GUIDE

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CONTENTS

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AU D U B O N / TA B L E O F C O N T E N T S

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HISTORY

AUDIENCE

COMPETITORS

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HISTORY

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AUDUBON / CHAPTER 1 / HISTORY

WHO WE ARE The National Audubon Society is an environmentalist nonprofit ostensibly dedicated to the protection of American birds. The Society consists of nearly 500 chapters across the United States, each of which is an independent nonprofit affiliated with the national Society.

The Audubon Society was founded in the 19th century to protect birds hunted for their feathers in clothing production. With ample early funding, the Society spread throughout the US, and by its second decade, began to engage in political lobbying at the state and federal levels for environmental protection laws. Though the Society primarily focuses on the establishment of wildlife preserves, political lobbying has remained an important component of its activities and the Society has played a role in passing environmental legislation, including the Endangered Species Act.

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Congress passes a landmark law placing all migratory birds under fede protection. Three years later Preside Woodrow Wilson re-signs the law to include an international treaty provis between the U.S. and Canada.

The National Association of Audubon Societies is incorporated in New York State. William Dutcher is named first President. Guy Bradley, one of the first Audubon wardens, is murdered by game poachers in Florida.

Audubon alarm ab Audubon Wildlife S Crane Pr

1945

Frank Chapman proposes the first annual Christmas Bird Count as an alternative to the traditional Christmas side hunt in his publication, Bird Lore, predecessor to Audubon magazine.

Congressman John F. Lacey, at the urging of Audubon members, sponsored legislation that prohibits the illegal killing of birds and animals and the importation of non-native species.

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The Audubon Model Law is passed, protecting water birds from plume hunting.

1913­­­–1918

Harriet Hemenway and Minna B. Hall organize a series of afternoon teas to convince Boston society ladies to eschew hats with bird feathers. These meetings culminate in the founding of the Massachusetts Audubon Society.

1901

1896

TIMELINE

The Audubon Society begins documenting the decline of bird species, including Bald Eagles, attributing this to DDT.

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1960

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With Audubon at the forefront, President Bill Clinton authorizes the Everglades Protection and Restoration Act, committing $7.8 billion.

NOW

sion

n magazine sounds the first bout the hazards of DDT. n partners with the U.S. Fish and Service on the Whooping roject.

Audubon releases its watershed climate report. Based on decades of data, Audubon scientists predict that, by 2080, 314 species will be threatened, endangered, or possibly extinct, due to habitat loss wrought by climate change.

2014

1973

Endangered Species Act, considered the nation’s toughest wildlife law, is passed, protecting hundreds of threatened and endangered species.

Stephen Kress founds Project Puffin off the coast of Maine.

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OUR MISSION We protect and advocate for birds through education because we appreciate the crucial role they play in our ecosystem.

OUR VISION

For The National Audubon Society, I have a few ideas of how to evolve the brand. I want our society to know the importance of birds and why we need them.

Birds are not just flying animals, they are vital contributors in keeping a balance in the world.

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KEY WORDS

APPRECIATION To care for the birds.

EDUCATION To learn about the birds.

PROTECTION To save the birds.

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AUDIENCE A R E A S OF CONCER NS Advocate / Educate / Protect

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COLLEGE STUDENT

ETHAN JONES / 18 YE ARS OLD / DETROIT

1. Ethan studies at UC Berkeley because they are ranked with one of the best programs for environmental/ ecology studies.

2. Ethan wants to join the environmental club because he has always had a love for animals and their surroundings.

3. Ethan volunteers every Saturday to a local beach clean up because he is trying to reduce waste that ends up in the ocean.

4. Ethan likes to keep busy because he does not like too much free time.

5. Ethan belongs to a tutoring center at a local middle school because he likes to help kids who cannot afford private tutoring.

6. Ethan loves the outdoors and hiking because he likes nature and it makes him feel at peace.

7. Ethan is always reading because he is very curious and wants to be educated about everything.

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AUDUBON / CHAPTER 2 / AUDIENCE

PERSONAL TRAINER

OLIVER SMITH / 24 YE ARS OLD / MONTANA

1. Oliver loves fitness because he wants to help other people to live healthy lifestyles.

2. Oliver is on a special diet because he wants to be fit and healthy.

3. Oliver volunteers at the boy’s and girl’s club because he wants to teach children how important a healthy lifestyle is.

4. Oliver belongs to a running club because he enjoys being outside and meeting new people.

5. Oliver started his own brewing company because he found a way to create a no calorie beer.

6. Oliver also enjoys rock climbing because it challenges him.

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YOGA INSTRUCTOR

SAMANTHA E VANS / 30 YE ARS OLD / BOSTON

1. Sam wants to become a wildlife photographer. Her grandfather would take her on camping trips when she was young because she could experience nature and he also taught her how to capture a picture.

2. Sam loves to feel relaxed and calm when she is doing what she loves because she tends to suffer from anxiety.

3. Sam goes on monthly retreats because it helps her with her anxiety and teaches her how to meditate.

4. Sam believes in herbal medicine because it is a natural way of healing.

5. Sam’s goal is to travel to all 50 states before she gets married because she likes to discover new things.

6. Sam wants to start a non-profit organization where low income teens can experience yoga because she is a true believer that yoga helps your over all being.

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MARINE BIOLOGIST

JESS JONES / 24 YE ARS OLD / SAN DIEGO

1. Jessica loves loves to snorkel and scuba dive because she loves the underworld of the sea.

2. Jessica’s grandfather taught her about the ocean and sea creatures because he was also a marine biologist.

3. Jessica is a vegetarian because she loves all animals.

4. Jessica volunteers at Sea World to help the injured sea life and because she wants to keep learning about her passion.

5. Jessica started an organization for young children to learn more about marine life because they are the next generation that needs to change world.

6. Jessica does a weekly scuba dive with her coworkers because the ocean is full of mysteries.

7. Jessica wants to learn more about sharks because she wants to spread awareness that they are not that scary.

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THE PERSONAL ST YLIST

CHLOE LIU // 37 YE ARS OLD // AUSTIN

1. Chloe loves fashion because everyone has a unique style.

2. Chloe worked in retail since she was in high school because she knew she wanted to get experience in the fashion world.

3. Chloe loves to draw new fashion sketches because she hopes to be hired as a fashion designer one day.

4. Chloe loves going to thrift shops because she never knows what amazing vintage items she will find.

5. Chloe loves to donate her old clothes because it gives her an excuse to buy new clothes.

6. Chloe wants to travel to Paris and Milan because she wants to experience the ultimate fashion experience.

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THE GRANDPA

ADAM GOMEZ // 70 YE ARS OLD // BALTIMORE

1. Adam loves to swim because his mother taught him at an early age and he has loved the water ever since.

2. Adam is planning to do a marathon swim because he wants to show his grandchildren you are never too old to accomplish your goals.

3. Adam belongs to an environmental club that helps clean up the lakes because there is so much waste in the water that is polluting the wildlife.

4. Adam volunteers at The National Drowning Prevention Alliance because he almost drowned as a child.

5. Adam values family because it is important to be with people you love.

6. Adam wants to open up his own non-profit swimming school because he wants children to be able to swim and be safe.

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THE RETIRED FLORIST

AL AN CHAN / 68 YE ARS OLD / NE WARK

1. Alan loves to garden because he loves to see plants go through different seasons.

2. Alan never thought gardening would become his favorite hobby because he never really cared when he was younger.

3. Alan wants to change the food at the senior home to serve more healthy options because the food they serve is not adequate.

4. Alan volunteers at his grandchild’s school because he wants to start a local community garden and enjoys teaching the kids about gardening.

5. Alan wants to write a book on the importance of gardening because other people should know how easy it is to start your own garden.

6. Alan wants other community residents to help with his garden because he wants to meet new people.

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NATIONAL PARK RANGER

EMMA CL ARK / 32 YE ARS OLD / PORTL AND

1. On the weekends, Emma goes hiking alone because she finds peace and quiet.

2. Emma carries a journal everywhere she goes because she wants to tell the world about her experiences bird watching.

3. Emma and her husband, volunteer at the local beach clean up twice a month because she wants to reduce the waste in the oceans 4. Emma is a girl scout troop leader because she thinks it is important for girls to know how to survive in nature.

5. Emma often looks for new ways to volunteer because she wants to meet other people who share the same interest as she does.

6. Emma just bought a new pair of binoculars because she wants to see the world close up.

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CURRENT

AUDUBON

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FUTURE

AUDUBON

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COMPETITORS

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CURRENT COMPETITORS The National Audubon Society focuses on birds and their habitat.

AMERICAN BIRDING ASSOCIATION The ABA encourages birders to apply their skills to help conserve birds and their habitats, and we represent the interests of birders in planning and legislative arenas.

THE CORNELL LAB OF ORNITHOLOGY To interpret and conserve the earth’s biological diversity through research, education, and citizen science focused on birds.

CAROLINA BIRD CLUB The Carolina Bird Club is a non-profit organization that represents and supports the birding community in the Carolinas.

AMERICAN ORNITHOLOGY SOCIETY To advance the scientific understanding of birds, to enrich ornithology as a profession, and to promote a rigorous scientific basis for the conservation of birds.

BIRDLIFE INTERNATIONAL At BirdLife they work together with our local communities along these Flyways to protect birds and biodiversity in an integrated way for the greatest conservation outcomes.

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AUDUBON / CHAPTER 4 / COMPETITORS

ROYAL SOCIETY FOR THE PROTECTION OF BIRDS They protect habitats, save species, and help to end the nature and climate emergency. We do this through five main work areas: science, species, places, people and policy.

URBANBIRD FOUNDATION They seek a way forward to a healthy, sustainable planet for birds, people and their interconnected human and wildlife communities.

AMERICAN BIRD CONSERVANCY American Bird Conservancy is dedicated to conserving wild birds and their habitats throughout the Americas.

SAN FRANCISCO BAY BIRD OBSERVATORY To conserve birds and their habitats through science and outreach.

US FISH & WILDLIFE SERVICE The U.S. Fish and Wildlife Service is working with others to conserve, protect, and enhance fish, wildlife, plants, and their habitats for the continuing benefit of the American people.

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ADJACENT COMPETITORS Other wildlife organizations.

THE NATURE CONSERVANCY To conserve the lands and waters on which all life depends.

WORLD WIDE FUND FOR NATURE To conserve and restore biodiversity, the web that supports all life on Earth.

INTERNATIONAL FUND FOR ANIMAL WELFARE They rescue, rehabilitate, and release animals, and we restore and protect their natural habitats

NATIONAL WILDLIFE FOUNDATION The National Wildlife Federation, America’s largest and most trusted conservation organization, works across the country to unite Americans from all walks of life in giving wildlife a voice.

DEFENDERS OF WILDLIFE Defenders of Wildlife is dedicated to the protection of all native animals and plants in their natural communities.

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AUDUBON / CHAPTER 4 / COMPETITORS

WILDLIFE CONSERVATION SOCIETY WCS saves wildlife and wild places worldwide through science, conservation action, education, and inspiring people to value nature.

WORLD ANIMAL PROTECTION To expose and fight cruelty and violations of animals’ rights.

WILDAID To protect wildlife from illegal trade and other imminent threats.

WILDLIFE ALLIANCE They increase vegetation cover by planting new forests and we assist in creating and strengthening parks and reserves on land and sea. We protect the world’s endangered wildlife species.

SAVE THE ELEPHANTS To secure a future for elephants and to sustain the beauty and ecological integrity of the places they live; tolerant relationship between the two species.

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FUTURE COMPETITORS To slow down climate change.

SAVE THE DUCK Protecting animal welfare is in our DNA. We respect the connection between all living beings by striving to avoid the use of any material that may have caused suffering or harm to any animal.

MANOMET Manomet uses science and collaboration to strengthen bird migration routes

URTHPACT They believe compostable products made from renewable resources are the answer to reducing our dependence on conventional plastic materials and their harm to this planet.

INATURALIST To connect with a community of scientists and naturalists who can help you learn more about nature.

ONE TREE PLANTED Together we can restore forests, create habitat for biodiversity, and make a positive social impact around the world.

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RAINFOREST ALLIANCE They are building an alliance to protect forests, improve the livelihoods of farmers and forest communities, promote their human rights, and help them mitigate and adapt to the climate crisis.

Trees for the Future

To improve livelihoods of impoverished farmers by revitalizing degraded lands.

eBirds

To gather this information in the form of checklists of birds, archive it, and freely share it to power new data-driven approaches to science, conservation and education.

BioBag

BioBag is a world leader in providing bags and films for the collection of organic waste for the purpose of composting.

PLANTSNAP To create connections between people and animals around the world.

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BRAND ATTRIBUTES

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RELEVANT / GOOD / POSITIVE WORDS

BANKRUPT / STALE / NEGATIVE WORDS

1. Passionate 2. Proactive 3. Generous 4. Ambitious 5. Responsible

1. Basic 2. Dishonest 3. Greedy 4. Out dated 5. Traditional

NEUTRAL WORDS

WORDS YOUR BRAND HOPES TO OWN

1. Saving 2. Helpful 3. Protection 4. Caring 5. Shelter

1. Inspiring 2. Growth 3. Innovative 4. Knowledgeable 5. Sustainable

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COLOPHON Typography Proxima Nova FreightText Pro Photography Adobe stock images Pexels Unsplash Text Audubon

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This is a student project intended for educational purposes only. It is not meant to represent National Audubon Society.

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