SeaWorld Image Restoration Campaign. By Shelby Cayton, Melissa Doura, Ali Smith, & Jenni Thurston

Transcription

1 SeaWorld Image Restoration Campaign By Shelby Cayton, Melissa Doura, Ali Smith, & Jenni Thurston

2 Blackfish Documentary Effect on Seaworld s stock

3 Blackfish in social media

4 Barenaked Ladies cancels concert at SeaWorld due to Black Fish

5 Activist Groups PETA PETA activists demonstrate outside the Macy's Herald Square store protesting the plan for SeaWorld to have a float at the Macy's Thanksgiving Day Parade in New York, Oct. 23, Credit: Shannon Stapleton/Reuters

6 Activist Groups cont d Macy s Thanksgiving Parade

7 MAPS - Target Audience Markets: Audiences Young families Retirees/Elderly Youth/Kids Customers Media Publics Stockholders Stakeholders Employees

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9 Objectives 1. Improve the living environment of our whales. 2. Educate the public about Seaworld s conservation and research efforts. 3. Improve relations with our visitors and investors.

10 Improve the living environment Partner with WALC to provide publicity as well as educational materials to the public for the new environments Partner with Earthships to develop a better living environment for the current Orcas living at Seaworld WALC is the brain and Earthships can be compared to the hands or the builder. Earthships and WALC will directly work together to collaborate and share research findings, current technologies utilized in their practices, and direct resources to come up with the perfect pool for the Orcas at SeaWorld.

11 WALC "Bettering en-captured wild animals' living conditions." WALC is a 501c non-profit organization that is committed to bettering the lives and environments of en-captured wild animals in zoos, circuses, and marine parks all across the United States. WALC is excited about their partnership with SeaWorld in bettering the environment of the marine park for the marine animals living there.

12 Earthships Mission: To evolve the way humans live on this planet by evolving existing methods of living, home by home The Earthship Biotecture Academy offers extensive training in Earthship design principles, construction methods and philosophy. We build with natural and recycled material Solar & Wind Electricity Thermal & Solar cooling & heating Why Partner with Earthships? Earthships normally focuses on individual human living conditions however... With all things considered concerning SeaWorld s dilemma, we would like to expand our name as well as share our knowledge and resources; We have accepted and signed a contract with SeaWorld to create a better, more natural living condition for their Orcas.

13 Top Priorities to Adhere to... Design layouts will respect these main 4 priorities Earthships must adhere to laid out by SeaWorld & WALC Keep the Orcas in pods. Keep the calves with their mothers. Absolutely no more separation. 3. Eliminate total control over their eating times by introducing live fish (salmon specifically) into their living quarters. 4. Allow sufficient space for the entire pod to sleep together as they would in the wild. Why?

14 Considerations... Naturally, male and female offspring remain with their mothers their entire lives. (Dornich, 2010) We (WALC) are experts when it comes to knowing what and how to keep wild animals that have been brought in to the domestication process. We know that for the overall well-being of Whales they MUST stay within their pod especially the calves with their mothers. Earthships has taken this knowledge we have provided about the natural living conditions and habits of wild whales and will utilize their resources and building skills to create a mansion for SeaWorld s Orcas.

15 Considerations.. We must consider why the the wild...solely for food! whales have to travel in Killer whales eat about 500 pounds of food each day. Therefore, up to 60% of their time can be spent to get food. (Dolphins-World, 2009) At Sea World, the food is always there there is no reason they need to travel the hundreds of miles a day as they would in the wild. SO since food hunting is not an issue for the whales at SeaWorld, that time they would be spending in search of in the wild, can be focused on performing.

16 FAQ and Concerns Aren't the pools are SeaWorld too small for the Orcas? Why are there separate pools for different whales? Don t the whales miss the Ocean? Do the whales get fed enough?

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19 What a whale would look like size-wise in comparison to the field

20 SeaWorld s Conservation Wildlife Rescue Science & Research Published Studies Breeding Programs Rising Tide Conservation Helps fish and the coral reefs

21 SeaWorld s Education Experiences -Educational Experiences inside the parks Camp programs Instructional Field Trips Animal information website National awards programs Teacher workshops & resources - Strengthen education efforts by partnering with Nestlé Pure Life Purified Water and creating an educational water bottle label

22 Nestlé Pure Life Purified Water Nestle Pure Life will be showing on their water bottles how the public can help marine wildlife and they will also be donating 10 cents per 1 bottle purchase to the WALC to help the process of bettering the lives of marine animals in places like Seaworld.

23 Release of Tilikum A. SeaWorld Orlando B. Kanaka Bay, Washington C. Monterey Bay National Marine Sanctuary

24 Kanaka Bay

25 Monterey Bay National Marine Sanctuary MISSION To understand and protect the coastal ecosystem and cultural resources of Monterey Bay National Marine Sanctuary. Designated in 1992, Monterey Bay National Marine Sanctuary (MBNMS) is a federally protected marine area offshore of California's central coast. Stretching from Marin to Cambria, the sanctuary encompasses a shoreline length of 276 miles and 4,601 square nautical miles of ocean, extending an average distance of 30 miles from shore. At its deepest point, MBNMS reaches 12,713 feet (more than two miles). It is one of our nation's largest marine sanctuaries, larger than Yellowstone National Park.

26 Retirement, Rehab, Release Retirement: - No longer breeding - Gradual open water exercise - boat following - No longer performing Transportation & Release SeaWorld - Test transportation methods, crane, cradle, & security beforehand - Change of diet - Increase of exercise - Killer Whale treadmill - KSB Pumps partnership - Transportation to sea pen at Kanaka Bay - Train to hunt & consume food - Veterinarian will be present - Transported by plane from Orlando to San Juan Island & then from San Juan Island to Monterey, California - Tilikum will be monitored in his new environment & the public will be kept updated

27 Strengthen relationships with stakeholders Seaworld Orlando release celebration

28 Strengthen relationships with stakeholders cont d Independence Day Gala for investors

29 Image Restoration Campaign th Dec. 1st Begin Tilikum s rehabilitation Dec. June 30 End H20 label marketing efforts March 1st Begin H20 label marketing efforts Jan. Feb. March April Develop Press Release for Tilikum s release May June June 1st send out Press Release? July July 4th Release Tilikum! Begin tracking effort success and begin Evaluation

30 Campaign Budget Advertising PSA Investor s Gala $ $150, Tilikum Rehabilitation $600, Transportation $235, Stuffed Animal Orcas $10, Employee Pay $3, Evaluation

31 Evaluation 1. Survey main markets(about their overall perception of SeaWorld) on location with free toy incentive. 2. Same survey will be sent to customers who purchase tickets online as a follow up from their visit to SeaWorld. Possible Survey Questions: What are the reasons you wanted to visit SeaWorld? Did you buy your tickets before or after you saw the PSA? Did you purchase water bottles with the SeaWorld special label on them before your visit to SeaWorld? Did you notice the Billboards for SeaWorld on your way to the park? If yes, were they intriguing, inviting, and did they provoke excitement? We will also include questions inquiring about simple demographics such as age, how many children in the family, and average income. Also there will be a free comment box for any extra opinions or concerns the survey takers might have. Target amount of survey takers? 1,500 people between the online surveys as well as on location.

32 Evaluation Continued.. 3. WALC will report amount of money they received from the H20 label campaign. 4. In house questionnaire/survey for overall IR campaign success 5. Follow up thank-you letter after the Gala. Overall IR evaluation for In-house evaluation: Was the activity or program adequately planned? Did the recipients of the message understand it? How could the program strategy have been more effective? Were all primary and secondary audiences reached? Was the desired organizational objective achieved? Did any unforeseen circumstances affect the success of the program or activity? Did the program or activity fall within the budget? Which steps might be taken to improve the success of similar future activities?

33 Timeline

34 Summary of Campaign Present Goals Rehabilitate and release Tilikum Water bottle campaign Strengthen relations with park visitors and investors Future Goals Improve living conditions Inform public about our park renovations Continue research and conservation

35 Sources: Center for Whale Research (2013). Center for Whale Research. Retrieved November 27, 2013, from http: // Dvornich, K. (2010, March 14). Orca (Killer Whale) Facts for Kids - NatureMapping. Retrieved November 27, 2013, from http: //naturemappingfoundation. org/natmap/facts/orca_k6.html Gorman, C. (2010, September 3). Seeing is Believing: Tilikum s Lonely Life after Dawn. The Orca Project. Retrieved November 26, 2013, from http: //theorcaproject.wordpress. com/2010/09/03/seeing-is-believing-tilikumslonely-life-after-dawn/ N.A. (2013, November 24). Earthship - Wikipedia, the free encyclopedia. Retrieved November 26, 2013, from Dolphins-World (2009). What do Killer Whales Eat. Retrieved December 2, 2013, from dolphins-world.com/what-do-killer-whales-eat. html Should SeaWorld free the killer whales?. (n.d.). Crossfire RSS. Retrieved November 19, 2013, from com/2013/10/24/should-seaworld-free-the-killerwhales/ Soniak, M. (n.d.). How Do You Transport a Whale?. Mental Floss. Retrieved November 27, 2013, from Zimmerman, T. (n.d.). Anatomy Of An Orca Transport: Cranes, Planes, And Automobiles. Tim Zimmermann. Retrieved November 26, 2013, from

36 Sources (Continued) Balcomb, K. (n.d.). Cetacean Releases. Cetacean Releases. Retrieved November 25, 2013, from http: // CNN Money (2013). [Graph illustration of Seaworld s One Year Stock Trends]. Retrieved from http: Balcomb, K., Visser, I., & Garrett, H. (n.d.). Rehabilitation Training Plan. Orca Network. Retrieved November 25, 2013, from orcanetwork. org/captivity/rehabilitationtrainingplan.pdf SocialMention.com Garrett, H. (2012, September 7). Lolita Retirement Proposal. Lolita Retirement Proposal. Retrieved November 24, 2013, from orcanetwork.org/retirement.html Whales, Dolphins, and Porpoises of the MBNMS. (n. d.). MBNMS:. Retrieved November 25, 2013, from gov/visitor/whalewatching/whales.html#killer //money.cnn.com/quote/quote.html?symb=seas. Adams Otis, G. (2013, November 28). Tribeca girl, 12, crashes Macy s Thanksgiving Day parade to protest float. NY Daily News. Retrieved from nydailynews.com/new-york/12-year-old-protestsseaworld-float-thanksgiving-day-parade-article Hudak, S. (2013, November 28). Barenaked Ladies cancel Seaworld Orlando concert, cite Blackfish. Orlando Sentinel. Retrieved from orlandosentinel.com/news/local/breakingnews/os-seaworld-barenaked-ladies-cancel ,0, story