SBCV Digital Media Association

Shelly Crossland
Blair Bowen
Victoria Rodriguez
Cristina Rios

Table of Contents:
Executive Summary...................1
Company History.......................2
Industry Profile......................2
Competitive Analysis.....................3
SWOT Analysis......................4
Web Presence Audit.......................5
Target Audience..........................7
Timing Considerations.........................10
Key Brand Issues.......................11
Objectives & Strategies.........11
Tactics..................................................12
Budget & Media Flowchart....................................17
Conclusion................19
References.................20
Appendix...................22

SBCV Digital Media Association

Executive Summary
In partnership with Wetlands International in Panama, SBCV Digital Media is working to create a
comprehensive new media campaign in order to meet three main objectives of increasing revenue
by 8%, increasing awareness by 15% and increasing online visibility by 10%. The campaign will run
from January 1st through December 31st, 2016, with a budget of $10,000.
Wetlands International is a nonprofit organization dedicated to the conservation of wetlands around
the world, though this campaign is only focused on Panama. Two target audiences will be reached,
primarily business executives ages 35 to 50, and secondarily young environmental nonprofit influencers ages 23 to 34. A mix of new media tactics will be used to reach this audience and meet the
three objectives. The tactics include web redesign, Search Engine Optimization, social media marketing, content marketing and influencer marketing.
All media choices made by SBCV are based off of extensive secondary research. We are confident
that the strategic combination of these five online advertising tactics will help Wetlands International
gain awareness and visibility online, as well as an increase in revenues by the end of 2016.

http://www.puntapacificarealty.com/new-law-will-protect-panama-city-wetlands/

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Company History
Wetlands International is dedicated to maintaining and restoring wetlands, and has a history of more
than half a century. It is the only global non-governmental organization (NGO) dedicated to conservation of wetlands, and is financed by private donors and government organizations. With a staff of
approximately 150 people and 16 offices worldwide, Wetlands International is truly a global organization. The network of offices include Europe, Africa, South, East and North Asia, Oceania, and
Latin America, with the headquarters located in the Netherlands. The mission of the organization is
to sustain and restore wetlands, their resources and biodiversity (Wetlands International). Wetlands
International uses four main strategies to achieve this mission: 1) Mobilizing the best available expertise and knowledge, 2) Conserving important wetlands, 3) Empowering communities to take action,
4) Advocacy.

Industry Profile
Nonprofit organizations make a significant contribution to society, emphasizing the importance of
social values, and creating a balance between the state and the market. While profit organizations
are primarily focused on making money, nonprofit organizations are mission-driven, starting with a
socially oriented mission and then forming specific activities around the volunteers, people and resources involved (Katalini, 2014).
Environmental charities focus on promotion of the preservation, appreciation, and sustainable development of the environment. Two primary subgroups for this type of nonprofit are: Environmental
Conservation & Protection Parks and Nature Centers (Korlaar, 2014). Wetlands International would
fall into the category of Environmental Conservation, which is described as a nonprofit that develops
ways to combat pollution; promotes conservation and sustainable management of land, water, plant
and energy resources; purchases and protect land; and develops more efficient uses of both energy
and waste materials (Charity Navigator, 2015).

SBCV Digital Media Association

Competitive Analysis
Wetlands International must compete with other nonprofit organizations in Panama for donors,
volunteers, and fundraising efforts. The organization must strive to beat competition in order to gain
funds and awareness. After conducting secondary research on environmentally-focused nonprofits
in Panama, the three main competitors are: ANCON, Fundacin NATURA, and Corredor Biolgico
Mesoamericano del Atlntico Panameo. An overview of each of these three competitors can be
seen below.

Fundacion NATURA:

Another non-profit competitor of

Wetlands International is Fundacion
NATURA. NATURA was established
ANCON:
in 1991 as a private nonprofit orgaANCON was established in 1985 as nization dedicated to the conservaa private, non-profit association by tion of biodiversity and sustainable
Panamanian business
efforts for the greater good of the
professionals, scientists and
Panama community (Global Givcommunity leaders. ANCON is
ing). There are four core objectives
cited as being Panamas largest
of this organization: 1.) To generate
private conservation group (Woods, reliable information, 2.) To explain
22). Some of ANCONs conservathe importance of ecosystems, 3.)
tion projects include training and
To maintain and generate various
equipping park rangers, protectfinancial resources to help secure
ing more than 2,200,000 acres of
NATURA, 4.) To train staff in exterthreatened land and establishing a nal and internal communication,
reforestation program in Soberania teamwork and fundraising (Natura
National Park (Travelers ConserPanama). NATURA hosts a variety
vation Trust). ANCON spearheads
of conservation projects, along
many other conservation projects
with environmental and sustainable
as well as a profit based company, management and development to
ANCON Expeditions, that offers
aid in their mission to promote
guided tours through Panama City. conservation of biodiversity and
However, a portion of ANCON
sustainable use of natural resourcExpeditions profits is allotted to
es, improving, as well, life quality
protecting Panamas landscape
for these communities (Global
Giving).
(Made in Central America).

SBCV Digital Media Association

Corredor Biolgico
Mesoamericano del Atlntico
Panameo:

This organization is focused on

conserving the biological diversity
of Panama, which supports the
efforts of the Government of
Panama to reduce rural poverty
in the areas of highest incidence,
promo-watching conservation,
sustainable use and management
of biodiversity in the country with
global importance (CBMAP). It is
currently one of the top nonprofit
organizations in Panama, and is
well-known among the community.
This conservation project is executed by la Autoridad Nacional de
Ambiente (ANAM) which is the national authority for the environment.
The first phase of the conservation
project took place from Nov. 1998
to June 2005 and was very successful.

SWOT Analysis

Strengths

Weaknesses

- Unique- it is the only global

non-governmental organization (NGO)
dedicated to wetlands.

- Lack of awareness and visibility in

Panama community.

- Global organization with 16 offices

and 150 employees.
- Strong partnerships with specialist
networks, donors, other NGOs,
scientific institutes, public bodies and
companies.

- Overall web presence is not as strong

as it could be, and there are no social
media accounts specifically for the
Panama office.
- Small organization with not enough
resources for all the projects intended.

Opportunities

Threats

- Partnerships with various businesses,

nonprofits and influencers in Panama.

- Lack of awareness of the Wetlands

conservation efforts.

- Important cause, can use emotion to

appeal to audience.

- Larger non-profit organizations provide

a lot of competition.

- Social media followers and

connections provide opportunity for
increased online visibility, engagement
and starting conversations.

- Lack of sufficient funds and resources.

SBCV Digital Media Association

Web Presence Audit

Wetlands International has a website, along with YouTube, Facebook, Twitter and LinkedIn (see appendix for images). The social media statistics for each platform can be seen in the graph below.

Facebook Page Likes

Twitter Followers
Twitter Following
Tweets
LinkedIn Members
YouTube Subscribers
SlideShare Followers

1,468
3,731
1,321
4,551
3,801
238
23

Website
The website has a consistent color scheme (blue and lime green) with the company logo and social
media links clearly displayed. Overall it is fairly easy to navigate,
however there are too many tabs and pages on the site, and the amount of copy on the homepage
makes it look very cluttered. Basic copy editing could be done to cut down on the amount of words
on each page, only including the most important
information. Taking out some of the tabs and pages on the site would greatly improve the ease of
navigation as well as make the site look a lot cleaner and more organized. Other suggestions include
putting the Twitter feed and YouTube videos higher up on the page. The YouTube videos also need
to be updated more regularly, as the most recent videos displayed are not actually the most recent
videos that have been posted.

SBCV Digital Media Association

The look and feel of the YouTube page is consistent with the website, with the same color scheme
and logo displayed, and there is a direct link to the website at the top of the page. Videos are
posted in both Spanish and English, and there are subtitles on every video to accommodate all
viewers. However, the videos are uploaded very inconsistently, and they lack a consistent
schedule. The videos are also very long, which may account for the small amount of views on each
video. Making the videos shorter and more engaging would help increase views. Creating a schedule
for how many videos will be posted each year would also help improve consistency.

The LinkedIn account continues the trend of being consistent among all platforms, with the same
logo and a concise description of what the organization does. Like YouTube there is a link to the
website. However, the group is currently private, and although there are quite a lot of members,
making it public would increase that number as well as allow the organization to gain more
awareness and recognition.

The Twitter account is arguably the most consistent platform for Wetlands International. They post
almost every day, the account is easy to find, and there is a decent amount of engagement. They
could benefit from a more powerful cover photo, and posting more interactive posts such as photos
and videos. The posts could also be more reader-friendly and easy to understand, as not every
reader knows a lot about the wetlands. The organization could also benefit from partnering with
other organizations and businesses to help raise awareness and gain followers on social media.

The Facebook account stays consistent with the other platforms in terms of color scheme and logo.
However, the profile picture should be changed to match the Twitter photo. There doesnt seem to
be any sort of two-way communication or conversation between the organization and the
community (not very many comments or likes on posts). The posts are not very consistently posted,
so making a schedule for posting on Facebook would be very beneficial.

SBCV Digital Media Association

Target Audience
There will be two target audiences for this campaign. The primary target audience are male and
female Panamanian business executives within the commercial real estate development, contracting and building industries. These business executives are between the ages of 35 to 50, and are
well-established within the community. Research shows that the average age for a CEO is 45.7 years
old but the age number is getting lower as technology emerges (Forbes 2003). A study by Forbes
indicates that LinkedIn is the top social media site for business executives, followed by Twitter and
Facebook. The study found that executives are modest users of social media, with approximately 60
percent using it one hour or less per week. However, while they may not use the sites as frequently
as other generations, the majority use social media daily (McCue 2013).
The secondary target audience will be male and female influencers within the environmental nonprofit sector. Unlike the business executives, these individuals are already environmentally- conscious
and are passionate about conserving Panamas natural landscape. These influencers will bridge the
gap between the primary target audience and Wetlands International because they are the voice of
the Panama community. These influencers are between the ages of 23-35, and are therefore part of
the Millennial demographic which includes adults 18-34. Millennials spend an average of 17.8 hours
a day with different types of media, most often social media. Seventy one percent of the target audience engages in social media daily. User-generated content is the next most important to millennials.
This content includes videos, photos and blogs, and occupies about 30 percent of their total daily
media consumption (Taylor 2014).

http://tcuglobalacademy.tumblr.com/

SBCV Digital Media Association

Primary Target Profiles

Felix

http://www.cs-panama.com.

Susanna

http://latinopm.com/features/minding-their-own%E2%80%A8-businesses-6568

SBCV Digital Media Association

Felix is a very driven business man who has climbed

the ladder to be a top executive at a company in the
commercial real estate industry. Though he is only 37,
he is already well-known and established in the
community, and is considered to be a very smart and
capable business person. He is a husband to wife
Carmen, and has two children, Javier and Sara (ages 3
and 5). He is fluent in both Spanish and English, and
likes to keep up with world trends and news through
online news sites such as La prensa, a popular news
outlet in Panama, and U.S. online publications such
as USA Today, Yahoo News Fand NBC News. He also
uses social media, though not as heavily. A typical
day will include checking the news sites listed about 5
times a day, and checking Twitter, Facebook and
LinkedIn about 3 times a day. He mostly uses
Facebook to catch up and stay in contact with old
friends and family, Twitter for sharing and reading
business news stories and LinkedIn for networking.
Susanna is 45 years old and lives in Panama. She
comes from a wealthy family and grew up in the
capitol. Susanna is a hard worker who has dedicated
her entire life to her career. She is currently CEO of
ClaroCOM in Panama and has received numerous
awards for her exceptional work. Susanna is married
to Carlos, and the two have no children. They plan on
adopting in the next couple of years but have put that
aside to better focus on their careers. During her free
time, Susanna enjoys traveling and learning about new
places, and she enjoys posting pictures of her trips on
Facebook. Susanna is very comfortable using Twitter,
Facebook, Pinterest, and Instagram thanks to the
lessons her younger sister has been giving her.
However, Susanna does not only use new media for
personal reasons but also for work-related reasons.
She stays on top of news by following multiple news
accounts on Twitter and business magazines online.
Susanna believes social media is very important in
todays society and is currently taking classes to
become more tech-savvy. She wants to learn more
about the digital world and is planning on finding new
ways to integrate social media into her company.

Secondary Target Profiles

Christian

http://www.huffingtonpost.com/mark-chesnut/a-ride-on-thenew-panama-_b_6093296.html

Claudette

http://www.businessinsider.com.au/impressive-studentsuniversity-of-texas-2013-12#jon-cozart-is-a-youtube-videostar-1

SBCV Digital Media Association

Christian is a 32-year-old environmentalist living in

Panama with his newlywed wife, Alma. Both Alma
and Christian actively participate in recycling and
other green efforts around Panama. Christian
developed a passion for the environment during
his days at the University of Panama and was very
active within his Universitys Go Green program
where he served as vice-president of the program
for three years. Part of his duties as vice-president
of this program was to keep social media up-todate with promotions of various events put on by
the organization and various volunteer opportunities
available within the
community. Christian currently works as a media
planner for a prominent advertising agency in Panama. Christian is active and savvy on various social
media outlets such as Facebook, Instagram, Twitter
and LinkedIn, and is in constant contact with friends
and family, constantly sharing news about current
environmental issues and events going on in the
Panama area and around the world.
Claudette is a young, single emerging community
leader in Panama City. She ventured to the United
States to study at the University of Texas, Austin for
four years before returning to her home in Panama.
Her father is a member of Panama Citys local government. By day Claudette works as a campaign
manager for her father, while on the weekends she
likes to hike and go kayaking. Claudette is passionate about protecting and conserving Panamas
natural resources. She helps to spread her message
to people in the community through social media.
She is most active on Twitter and Instagram and
frequently posts about rallies and initiatives she
organizes to attract attention to her cause.

Timing Considerations
The Wetlands International campaign will keep certain timing considerations in mind when it comes
to scheduling. The most important timing consideration to examine is the different seasons in
Panama. Unlike North America, Panamas location in Central America causes the country to only
experience two different seasons. Panamas seasons consist of a wet season and a dry season. The
wet season begins in May and is one of the wettest months of the year in Panama. The wet season
lasts until November. According to Earth Gauge, the Wetlands are most affected by changes in
temperature and precipitation (How Does Climate Change Affect the Wetlands).
Because the Wetlands are most vulnerable during the times in which the seasons change, an
increase in advertising will occur leading up to each change in season. The seasons in Panama also
affect the timing of construction projects within the country. Most projects begin towards the end
of the wet season when the rainfall totals start to decrease in anticipation of the dry season. This is
another reason that advertising will increase during the time in which the seasons are changing.
The campaign will also be focused on certain national holidays that are celebrated in Panama. The
major holidays the campaign will be centered around include Carnival in February, Panamas
Independence Day on November 3 and Panamas Independence Day from Spain on November 28.
These specific holidays were chosen because they are days of national celebration in Panama in
which a message to preserve the countrys environment may be more likely to be accepted and
acted upon.

http://www.escapisttraveller.com/blog/06032013105508-panama--the-carnival-of-discovery/

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Key Brand Issues

Wetlands International relies on the contributions of both national and international donors, who
share the same values and beliefs in conserving the wetlands and empowering communities to take
action in these efforts. With a small staff composed of 150 members, it is important that this
organization partner with other Panamanian organizations to make a greater impact among the
community through raising awareness. With such a strong reliance on other organizations for the
success of this organization, it is important to partner with companies that may be uneducated in
how their company negatively affects the wetlands in Panama. By partnering with Wetlands
International, these companies can boost their reputation among the community, which benefits
both the community and company.
Social media is a major tool in connecting with the target audience, and while Wetlands
International utilizes Twitter, Facebook, Instagram, YouTube and LinkedIn, these tools can be used
in a variety of ways to better communicate with the target. As was mentioned in the Web Presence
Audit, there are many ways in which the social media platforms may be better utilized and improved
to reach the target audience. One way in particular is increasing the number of followers on each
social media account along with the number of views, shares, likes, etc. to create a conversation
about Wetlands International.
Being a global organization, Wetlands International has 16 different offices around the world that
each work to conserve and restore the wetlands in different regions, however each region is not the
same. It is critical that each office differentiate itself from the others online. It is important to
separate each office because not all information or news about one office will be relevant to the
others; the issue of language and timing also come into consideration when posting on social media.

Objectives and Strategy

Marketing objective: Increase revenue from partners and donors by 8%
Advertising objective: Increase awareness among target audience by 15%
New media objective: Increase online visibility by 10%
The campaign will utilize a variety of digital media tools to achieve the new media objective of increasing online visibility by 10%. The mix will include web redesign, social media marketing, influencer marketing and content marketing. The campaign will run from January 1st through December
31st, 2016, with a budget of $10,000.

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Tactics
Web Redesign
Website redesign is the tactic that will be implemented within this campaign as it is the key to
successful online branding. A companys website acts as the face of a company; it is the homebase
for all other online platforms, as the website provides links to social media, blogs and news with the
simple click of a button. A companys website determines how potential customers view and
interact with the company. A website must explain and discuss what the company is, what it does,
how major goals are achieved, information about partnerships with other organizations, and much
more.
All improvements mentioned within the Web Presence Audit will be implemented, beginning with the
amount of interaction on the homepage. A website should promote interaction with the audience
which includes engaging in conversation and getting feedback. A simple fix to this is to move the
positions of the Twitter and YouTube feeds higher up on the page so that they are two of the first
components seen on the homepage. With the new positions of these two forms of social media it is
important to regularly manage, post, respond and engage with the customer on a regular basis so
that current and new viewers to the website can be up-to-date with the conversations going on and
can feel free to join in and engage with the organization.
One key component of an effective website and the next implementation is simplicity. A simple
website is the most effective in that the design is easy to use and navigate. Although the website
for Wetlands International is fairly easy to navigate, it could be simplified even more by getting rid of
some of the tabs present at the top of the homepage. The tab titled Our Work can be combined
with the tab titled About us since the information present in both of these tabs are relevant to one
another. The tab titled Watch & Read can be removed since the information present within this tab
are shown through the various social media platforms. The tab titled News can also be removed
because all of the information present within this tab is discussed throughout the homepage and
social media accounts.
Another key component of an effective website and our third implementation will be website content.
Content is the primary and most important component of a website. Content should be information
that is relevant to what the customer wants and needs and easy to understand. While the
information provided on the Wetlands International site is relevant, it is also cluttered, and there is
too much text on one page. There should be shorter blocks of text so that the information is
easier to read without the readers needing to scroll down too much much. Cutting out and cleaning
up copy, especially on the homepage, will greatly improve the look and feel of the site.
The effectiveness of the website redesign will be measured using Google Analytics to look at how
much traffic the website is generating, how many pages the readers are visiting, and how long they
are staying on the site, as well as active time, or the amount of time that visitors spend interacting
with the content on the webpage. First visit, bounce rate, new visitor, repeat visitor, unique visitor
and session duration will also be monitored and tracked through on-site analytics tools.

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Tactics
Search Engine Marketing
Along with the website restructuring, Search Engine Optimization (SEO) will be implemented to
ensure that enough traffic is coming to the website. Keywords used within the text of a website are
what search engines look for when a query is being placed to match the relevancy of the search.
SEO results can be both organic and paid. With organic SEO, the more relevant the content of your
website, the higher your position on the results page and the more traffic is directed to your site.
Optimizing your website is relatively free. Good content within the homepage of a website is needed
to match keyword searches, so that your site appears relevant to the search query. Keywords will be
incorporated into the body copy of the website so that searches related to the wetlands and
Wetlands International will be able to find the site easily.
With paid SEO, the higher the bid, the greater chance the advertisement has of being placed within
the top of the search results page. Google AdWords is a tool in which your company bids on search
terms on a Pay-Per-Click basis, to make your website or advertisement appear when a Google
search containing your specified words is made. Google AdWords will be bought using the web
budget in order to help meet the objective of increasing visibility online. Words such as wetlands
and conservation, will be bid on, and the campaign will cover costs for each click that is made by
someone searching for these terms.
The effectiveness of the search engine optimization will be measured using Google Analytics to look
at how much traffic is redirected from the search engine results page to the website. The
click-through rate, or the percentage of people who view an item and then clicked it will also be
calculated by dividing the number of clicks by the number of impressions.

http://ctsbdc.com/search-engine-optimization-101/

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Tactics
Social Media Marketing

Social media marketing will be the main focus after the web redesign is completed. Paid and unpaid
marketing will be utilized in order to best meet the new media objective of increasing online visibility by
10%.
Firstly, the improvements suggested in the Web Presence Audit will be implemented on all social media
sites. Making sure that the accounts are presented in the best way possible is very important. Just as
the website represents the overall brand and image of Wetlands International, each social networking
site also contributes greatly to the audiences perception of the organization. After each account is visually up to par, a social media strategy and schedule will be created for each platform which will detail
exactly what the goals for social media will be, as well as the exact posts that will be created. This will
allow the organization to stay organized and see exactly what the overall vision of the social media marketing is. The main goals for social media will be:

1)To increase the number of followers on each account by 25%

2)To increase the amount of engagement (likes, comments, favorites, retweets, shares) by 25%
Panama-specific accounts will also be created, because currently there are not social media accounts
that are directly related to the Panama branch of Wetlands International. The same strategies and goals
will be implemented for these accounts as were mentioned for the Wetlands International accounts
above.
Next, paid marketing will be implemented to ensure that the appropriate measures are being taken to
successfully meet the above goals. Paying to promote some of the more important posts on the Facebook page to reach a wider audience will be the first step, followed by creating native advertisements
for Facebook, Twitter and LinkedIn. These three platforms were chosen based on the secondary research addressed in the target audience section, which stated that business executives use these social
media most often (McCue 2013).
Native advertisements are paid media that take on the form of the environment they are displayed in
(Goodwin 2015). These sponsored posts will include interesting articles about the wetlands in Panama,
the Wetlands International organization, and other related environmental topics that would be relevant to
the audience. According to a study by IMG Media Lab, consumers look at native advertising 53% more
frequently than display ads, and respondents of the study claimed that they would be much more likely
to share a native ad with friends as opposed to display advertising (sharethrough 2013).
LinkedIn and Twitter will also be utilized to reach out to key influencers in the hopes of forming partnerships. These influencers will include people from the secondary target audience. Direct messages
on both Twitter and LinkedIn will be sent to spread awareness of Wetlands International, as well as to
attempt to form partnerships with key people in the environmental nonprofit sector of Panama. This will
be detailed more fully in the Influencer Marketing section of the tactics.

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Tactics
Effectiveness will be measured by using the analytical features on HootSuite to track how much engagement (likes, shares, favorites, retweets, comments) each post is receiving. The follower numbers
will also be tracked to see if the first goal is met by the end of the campaign. HootSuite will allow
for not only the analysis of the amount of engagement, but will also be helpful in seeing what types
of posts receive the most engagement. For example, are posts with photos receiving more or less
engagement than posts without photos, and are posts asking for a specific action such as donations
receiving more or less engagement than others? A HootSuite account will be purchased and maintained for the entirety of the year-long campaign, and will be included in the social media budget.

Influencer marketing
Environmental nonprofit influencers comprise the secondary target audience for this campaign. Wetlands International will market to these influencers by engaging on social media and forming partnerships. A partnership would be mutually beneficial because each party can capitalize on the fanbase
and community that the other has already built.
The most influential people will be found by looking at the LinkedIn and Twitter accounts for various
organizations, including the competitors listed in the competition section. The influencers should
have an already-established voice online when it comes to conserving wetlands, and all other relevant topics. Although there are many influencers that can be found worldwide, it is important to stay
focused on influencers in Panama. These influencers will already be familiar with the language and
culture of Panama, which will be beneficial. Direct messages with information about the Wetlands
International campaign will be sent out to these influencers through LinkedIn and Twitter. They will
be constantly updated on new information regarding Wetlands International and will receive personalized invites to the events if they show interest. They will be followed on all social media platforms,
and the Wetlands International accounts will make an effort to be extremely active and engage with
the influencers online. Examples of engagement would be retweeting tweets on Twitter that are
relevant to the cause, and liking and commenting on updates on Facebook and LinkedIn, as well as
sharing videos from YouTube.
Forming partnerships with these influencers will allow Wetlands International to gain a voice among
a wider audience of environmental activists, and being seen by people that may not have otherwise
heard about the organization. The partnership will also allow for the constant update of information
or events regarding wetlands in Panama and what people are focusing on. With the partnership,
Wetlands International will be able to market to other influencers by using the knowledge and skills
of the influencers that they have partnered with. These influencers will be asked to write blogs for
Wetlands International and also participate in videos. The goal for this campaign is to have at least
10 influencers partner with Wetlands International. Effectiveness of this tactic will be measured by
examining the number of shares for the videos and blogs that the influencers have participated in,
the amount of traffic to the blog and YouTube videos, as well as the number of times the influencers
mention Wetlands International on social media, such as tweeting about the organization to their
followers.

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Tactics
Content Marketing
SBCV chose to utilize content marketing in order to capitalize on the visual and emotional appeal
that wetlands conservation can evoke among the target audience. Sharing personal stories though
YouTube videos and blog articles will generate more engagement. According to a study in The New
York Times, emotional content is more likely to be shared online (Tierney 2010). For this reason, the
content marketing will focus on sharing emotional and inspiring stories in order to connect with the
audiences and generate high levels of engagement. According to the research conducted on the
secondary target audience, user-generated content is very important to millennials (Taylor 2015).
Therefore, this type of media was chosen to appeal to the influencer audience.
Content marketing will be implemented into the plan through a series of YouTube in-stream advertisements. The YouTube advertisements will be generated in order to increase awareness about the
importance of the Wetlands in Panama. These YouTube videos will feature real stories from the people in Panama that are most affected by the Wetlands. The advertisements will be created in order
to create an emotional reaction from the audience of business professionals and community leaders.
Referring back to the timing considerations a total of six different YouTube advertisements will be
created. They will begin running once during Carnival in February, two in April in the weeks leading
up to the wet season, one during the last week in October, another on Panamas Independence Day
on November 3 and the last one on Panamas Independence Day from Spain on November 28, these
advertisements will be promoted via Wetlands Internationals social media pages. It will also appear
on Wetlands Internationals main web page as well as promoted through the key influencers social
media pages.
In-stream YouTube advertisements were chosen as compared to other promoted YouTube ads because YouTube only charges for in-stream ads if the viewer watches at least 30 seconds of the advertisement. YouTube ads will target people in Panama who are watching videos that relate to the
environment and Panamanians that are looking up videos of other non-profit organizations. The key
influencers identified in the previous section will be invited to participate in the making, editing and
creation of the video advertisements. They can share their own personal stories to add to the emotional appeal of these videos.
The key influencers will also be invited to compose blog articles for the Wetlands International blog.
Similarly to the YouTube ads, the influencers will be able to tell their personal stories concerning the
Wetlands and how much it means to them. They will implement a call-to-action for their audiences
to reach out to community leaders and business professionals to preserve and protect the Wetlands.
This call-to-action will have more importance and resonance with the audience because it is coming
from fellow Panamanians.
Content marketing will be measured by the amount of views that it receives, as well as the engagement and reaction on social media when the videos are shared across the platforms. The YouTube
ads will target 2,500 people for every video that is posted.

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Budget

Social Media Marketing

A total of $4,560 from the total $10,000 budget will be allotted to social media marketing. Most of
that $4,560 will be devoted to LinkedIn sponsored posts and Facebook boosted posts, with the
remaining amount devoted to sponsored posts on Facebook and Twitter. A small amount will be
used to pay for a professional HootSuite account, which will be used to measure the effectiveness
of the social media efforts.

Content Marketing
A total of $4,170 from the overall budget of $10,000 will be used for content marketing. The
$4,170 will be divided between running six in-stream YouTube advertisements and the costs of the
production and editing of the advertisements. A goal of reaching 2,500 people per advertisement
has been set.

Search Engine Optimization

A maximum of $1,270 of the overall budget will be allocated to Google Adwords, which is based
on the click-through rates and bidding prices of competitors. Therefore, this amount may be lower
depending on the bidding prices of competitors and the amount of clicks the ad generates.

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Media Flowchart

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Conclusion
The small budget allocated for this media plan is the main limitation in this campaign. A bigger budget would allow for a more varied media mix, which could include online tactics such as display ads
and email marketing. While the given budget was utilized as effectively as possible, a larger budget
would allow for a more extensive campaign. Another limitation was the amount of time that was
available for the planning stage of the campaign. More time would have allowed for more secondary
research to be conducted on the target audiences, as well as the possibility for primary research to
be conducted in order to gain more knowledge about the target. A clearer understanding of the audience would allow for more direct and effective targeting.
That being said, SBCV is confident that the media mix and strategy laid out in this plan will be successful in accomplishing all previously established goals and objectives for Wetlands International.
Measurement was seriously considered during the creation of the plan, and constant monitoring and
analysis will be utilized throughout the campaign to ensure that all objectives are met.
As a Digital Marketing Association, SBCV is an expert on all things digital, and is committed to delivering quantifiable results. Moving forward, SBCV hopes to continue the partnership with Wetlands
International in order to achieve the overall objective of bringing more awareness to the wetlands
conservation efforts in Panama. This continued partnership would allow for the necessary time and
resources to be devoted to primary quantitative and qualitative research about the Panama community. Thank you for your time and consideration, and the association is looking forward to the possibility of seeing the success of this year-long digital media campaign.

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References
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Chesnut, Mark. A Ride on the New Panama Metro, Central Americas First Subway. The Huffington Post.
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References
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Appendix A: Web Presence

Figure 1: Facebook

Figure 2: Website

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Appendix A: Web Presence

Figure 3: Youtube

Figure 4: Twitter

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Appendix B: Media Mix

Social Media Marketing
Facebook
boosted posts

Facebook
sponsored
posts

Twitter
sponsored
posts

LinkedIn
sponsored
posts

HootSuite
account

$60/post

$0.50 CPC

$0.50 CPC

$4 CPC

$9.99/
month

Boost every 2
weeks

1,000 clicks
estimated

1,000 clicks
estimared

500 clicks
estimated

12 month
campaign

Total $1,440

Total $500

Total $500

Total $2,000

Total $120

Total social budget= $4,560

Content Marketing
6 In-stream YouTube Ad

YouTube Ad Editing

$0.20/view

$65/hour

Reach 2,500 people for each

of the six videos

Three hours of editing for each

of the six videos

Total $3,000

Total $1,170

Total content budget= $4,170

Search Engline Optimization

Google AdWords based on the click-through rate and bidding prices.

Total SEO= $1,270

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