Executive Summary March 2017
What is C2C? Crucial 2 Conservation (C2C) is a broad coalition of stakeholders from around the world who share a passion to support wildlife and habitat conservation by promoting management policies and best practices that help ensure a diverse ecosystem for generations to come. We seek to develop, nurture, and sustain efforts to educate and engage with the public about wildlife and wildlife habitat issues. Our efforts include promoting scientifically-based wildlife management utilizing all the necessary tools, including legally managed hunting, for the benefit of a whole-ecosystem approach to wildlife conservation. Who are we? Who is involved? C2C has been formed by a diverse and international group of stakeholders who share a passion for conserving wildlife and habitat. This group is a broad coalition of conservationists from around the world: environmental leaders and species experts, sportsmen, outdoor enthusiasts, scientists, farmers and ranchers, and everyday people who cherish our wildlife. What is our Mission? Our mission is to promote broader public understanding and the critical importance of modern day wildlife conservation and habitat stewardship. Globally. What are our Goals? We have two broad goals: 1. To help educate the general public about proven and effective wildlife conservation and habitat conservation and to build broader support for such management practices. 2. To help coordinate international efforts between coalition partners who share the same mission and goals. The goal of this coalition is to support ongoing efforts, not supplant them. 1
What is our Strategy? (How will we reach these goals?) We will reach these goals by implementing an eight-part plan: 1. Build a diverse coalition of international stakeholders to share resources Retailers Manufacturers Community leaders Environmental leaders Conservation groups Sportsmen groups Family and children s advocates Health and fitness advocates First Nations advocates NGOs and foundations 2. Invest in sound research polling, data analytics, audience mapping Serve as a clearing-house for public opinion data as the basis for future campaigns and a shared resource for allied groups What do we really know about public attitudes on wildlife and habitat? Measuring the breadth and depth of public support, opposition, opinions Improve our understanding global, regional, and local audiences 3. A new (and thoughtful) approach to message development Identify key themes words matter Define our shared values Develop message platforms and help coordinate Identify best messengers Ensure authenticity 4. A creative and coordinated outreach campaign Encourage and support allied efforts Increase effectiveness by serving as a joint resource and coordinating assets (where and when needed) Manage three key elements: 1. Owned content (Social media platforms, documentaries, etc.) 2. Earned media (PR) 3. Paid media (limited advertising) 5. Engage credible third-parties Provide resources to allied efforts by identifying and recruiting: Thought leaders Digital influencers Social media campaign everyday folks Scientists, environmentalists, advocates High-profile individuals (sports figures, etc.) 6. An aggressive media strategy (PR) Provide and coordinate shared media assets to allied efforts: Press roll-out Conferences Op-eds, LTE plan Releases Ed Board meetings Feature articles Strategic placements Reporter relations and cultivation Media training Media monitoring 2
7. Coordinated rapid response Issue and media monitoring capability for allies A platform to coordinate media response Create rapid response team, multi-discipline, international 8. Leverage our combined Government Relations efforts A forum to share and leverage GR resources Defense (prevent bad legislation, regulation) Offense (create new opportunities) Leverage allied efforts (other organizations already lobbying at state, federal and international levels.) Create a coordinating council What are our Next Steps? C2C is moving quickly to bring these resources to the table. But we need your help. Our next steps are to: Step 1:...Build the Foundation:...Ongoing P Formation of C2C as a 501(3) and a Virginia based non-profit corporation P Founding Directors Expand our Board of Directors to include a diverse group of like-minded stakeholders Step 2:...Initial fundraising...march Raise $250,000 to finance Research and Message Development Continue to expand the membership of the coalition Step 3:...Do the Research the basis of the campaign...april June Conduct Research and Message Development work Continue to expand the coalition Create Coordinating Council Map the Strategy Step 4:...Public Launch.....................................June/July Roll-out of Coalition, highlighting initial research and message development Media plan Launch initial digital campaign Raise operating budget Development of regional international strategy Step 5:...Propagate the Campaign...Fall 2017 Implementation of full strategy 3
C2C is being formed in consultation with the following: African Professional Hunters Association Alaskan Professional Hunters Association Alberta Professional Outfitters Society Archery Trade Association Association of Mackenzie Mountains Outfitters Center for Consumer Freedom Colorado Outfitters Association Congressional Sportsman s Foundation Conservation Force Dallas Safari Club Ducks Unlimited Guide Outfitter Association of British Columbia Manitoba Lodges and Outfitters Association Montana Outfitters and Guides and Guides Association Namibia Professional Hunting Association National Deer Alliance National Rifle Association National Shooting Sports Foundation National Wild Turkey Federation Nature and Outdoor Tourism Ontario Nevada Outfitters and Guides Association Newfoundland Labrador Outfitter Association New Mexico Council of Outfitters and Guides New Zealand Professional Hunting Guides Association Professional Hunters Association of South Africa Professional Hunters Association of Zambia Professional Outdoor Media Association Quebec Outfitters Federation Rocky Mountain Elk Foundation Safari Club International Safari Operators Association of Zimbabwe Saskatchewan Outfitters Association Shikar Safari Club Sportsman s Alliance Tanzanian Professional Hunters Association Wild Sheep Foundation Wildlife Stewardship Council Wyoming Outfitters and Guides Association Yukon Outfitters Association For more information, contact: Tom Opre Craig Pattee Thomasopre@gmail.com cpattee@agenda-global.com 406-890-4505 202-441-9992 *This group will expand as we engage diverse stakeholders from across the spectrum. 4