Advertising Campaign:

World Wildlife Fund

Madison Carr
Jelisa Fields
Sydney Hankinson
Susanna McCray
Brianna Temple
World Wildlife Fund: Who Are We?

● Established in 1961
● International fundraising organization
● Work in collaboration with existing conservation groups
● Work in 100 countries with over 6 million members
● Protect & restore species and their habitats
● Reduce the huge threats that hinder the diversity of life on Earth
● Strengthen the communities’ ability to conserve the natural resources they depend
so heavily on
● Bring substantial financial support to the conservation movement on a worldwide
scale
● 85% of WWF’s spending is directed to worldwide conservation activities
SWOT Analysis
Strengths
● Respected brand from
customer/donor loyalty to
the brand name
● International fundraising
organization working in
collaboration with existing
conservation groups
Opportunities
● Involves action at every
level, from local to global
● Bring substantial financial
support to the conservation
movement on a worldwide
scale
Weaknesses
● Opinions of the general
public/skeptics towards
conservation
● Increasing costs for
programs
Threats
● We still have zoos,
poachers, etc. --
reintroducing a species
that’s been wiped out or
taken away can be difficult
● Pollution/global warming
The Strategy

● Target Audience: 18-25 year old outdoor enthusiasts who are interested in
conservation and preserving the planet
● Objectives: to teach those interested in the importance of conservation, to
connect to those who have a passion for conservation, endangered species
or just animals in general, and to actively conserve species that are
endangered
● Main Message: Our goal is to work together as conservationists to preserve
species that are endangered
Media Objectives

● Target Audience: 18-25 year olds who are interested in conservation and
preserving the planet
● Seasonality: During the month of January until March
● Geography: Charlotte/Rock Hill area
● Exposure: We would like to target at least 75% of this audience 3 times over
a month time span through various social media outlets and via direct mail.
Media Strategies

● Direct mail: Send out postcards

with our advertisements that
encourage membership and
awareness.
● Print: Postcards with our
advertisements on them
● Social media: Create a WWF
“giving app”, use Facebook,
Twitter and Instagram to reach
target audience
Postcards: $10,000
Our Giving Center

● These direct mail postcards are

another extension of our outreach
strategies.
● First, these postcards will be mailed
out to individuals who signed up to
receive newsletter or to those have
previously donated to wwf.
● Eventually postcards will be mailed out
randomly
 WWF Conservation App: $300,000
Our Giving Center

● WWF will launch a “giving app” that

allows users immediate “access to
the cause”.
● By donating any amount directly
from their mobile devices, users are
empowered and feel like a part of a
larger cause emphasizing our
overarching theme.

App development cost estimates from esavvyapps.com

Instagram: $7,000
Social Media Outreach
Instagram is one of the most popular
social media outlets currently. Our
target audience is one of the largest
users of this interface. By building a
presence on instagram we can increase
the reach of our message of
togetherness among young adults.
Twitter
Social Media Outreach
Twitter is another popular social media outlet
currently. Our target audience makes up the
majority of users of this interface. Maintaining
a presence here on twitter can aid in instant
communication with followers, updates on
issues and goals of the World Wildlife Fund.
Media Schedule: January 2018
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 Daily Tweet 4 5 Update app 6
Ad 1 Daily Tweet Weekly IG & FB Daily Tweet Check donations Daily Tweet
Send post cards WWF Wedn. Daily Tweet
Daily Tweet

7 8 9 10 Daily Tweet 11 12 Update app 13

Daily Tweet Send post cards Daily Tweet Weekly IG & FB Daily Tweet Check donations Daily Tweet
Daily Tweet WWF Wedn. Daily Tweet

14 15 16 17 Daily Tweet 18 19 Update app 20

Daily Tweet Ad 2 Daily Tweet Weekly IG & FB Daily Tweet Check donations Daily Tweet
Send post cards WWF Wedn. Daily Tweet
Daily Tweet

21 22 23 24 Daily Tweet 25 26 Update app 27

Daily Tweet Send post cards Daily Tweet Weekly IG & FB Daily Tweet Check donations Daily Tweet
Daily Tweet WWF Wedn. Daily Tweet

28 29 30 31 Daily Tweet
Daily Tweet Send post cards Daily Tweet Weekly IG & FB