Raising Awareness by Engaging the Public on Issues
THE MARINE MAMMAL CENTER
REACHING SUPPORTERS THROUGH DIGITAL CHANNELS
The Marine Mammal Center (TMMC) came to PCI looking to raise its profile as a scientific, educational animal rehabilitation center. PCI developed an overall strategic communications plan for TMMC to guide communications efforts for the upcoming year. In alignment with the communications plan, PCI also developed a social media playbook, email marketing strategy and SMS Marketing strategy for TMMC to connect with supporters through various channels.
PCI also overhauled the way the Center tells its story to leverage new audiences and successfully engage the public on issues it’d not previously been known for, from whale disentanglement to sustainable seafood. PCI’s guidance raised the Center’s profile demonstrably, leading to op-ed placements in The Hill and San Francisco Chronicle and ABC News/Good Morning America’s and National Geographic’s joint special Earth Day broadcast.
KEY PROGRAM ACTIVITIES
Conducted audits of TMMC’s current social media channels and email marketing efforts
Identify an SMS plan tool
Developed a social media strategy playbook to refine TMMC’s social media efforts to highlight more educational and scientific content
Developed an email marketing strategy with best practices, suggested audience segmentation and content ideas and developed a sample newsletter template
Developed an SMS marketing and communications strategy to guide the implementation of SMS communication to support upcoming events and key Center initiatives
RESEARCH LEADS TO CONTENT
Media Placement: Good Morning American and Nat Geo