Rancho Las Lomas Wildlife Foundation - Public Relations Campaign by Dodge College

Many Prints, One Family.

A public relations campaign by Adrienne Ackerman, Caitlynn Wentworth, Sara Queen, Julia Kaplan, and Claire Cupples

Contents Executive Summary ...........3 ................. 6 ...............................7 .....................9 Part 2: Plan ...........................11 .............................13 ...14 ...........................15 ................17 ................18 .................19 ...........21 ..............................23 .................................24

Part 3: Implementation....25

Logotype & Color Palette ..........27 Zoological Garden Map..............28 Thank You Letter .....................29 Nonprofit Announcement .........30 Administrators Media Pitch ........31 Media Pitch .............................32 Social Media ............................33 Press Release ............................34 Family Media Event ..................35 Event Invite .............................36 Feature Article ..........................37 Animal Bios & Signs.................38

Part 4: Appendix ....................39 Survey .....................................41 Board Member Interviews ..........43 Trend Research .........................47 Competitive Literature Analysis ...49 Preliminary Analysis of Publics....59

Bibliography................................61

Executive Summary To establish Rancho Las Lomas Wildlife Foundation as a worthy nonprofit organization benefiting wildlife, we have created a number of tactics, which utilize traditional media relations, social media and event planning in order to get the community involved in what the foundation has to offer. Rancho Las Lomas Wildlife Foundation (RLLWF) is a nonprofit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF established to create a beautiful place for people to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment. In this strategic marketing campaign we will provide a detailed plan of how RLLWF should move forward to reach the goals we have set for the organization. These goals are to raise awareness of the foundation and to inform parents, students and educators in Orange County about the foundationâ&#x20AC;&#x2122;s educational programs. RLLWF recently received 501(c)3 status, but very few people know this. Instead, many people think that RLLWF is a part of the Rancho Las Lomas event center. We aim to create a separate brand for RLLWF than the event center, as well as gain donors to support the programs offered by RLLWF. Through our research, which we will outline in this campaign, we discovered just how unique RLLWF.

Campaign Theme: â&#x20AC;&#x153;Many Prints, One Family.â&#x20AC;?

Primary Goals: Bring in volunteers and donors in order to make Rancho Las Lomas Wildlife Foundation a self-sufficient entity separate from the parent company of Rancho Las Lomas. Create and raise awareness of education programs to young students in the Orange County area.

Key Publics:

1. Past donors, clients and volunteers 2. School administrators at O.C. schools, both private and public 3. National organizations - O.C. chapters of Boy Scouts and Girl Scouts, 4-H Club, Pony Club, etc. 4. O.C. high school and college students interested in volunteering 5. O.C. high-income families with young children

Strategies: Form long-lasting relationships with national and local youth organizations such as Girl and Boy Scouts and 4H Clubs in order to create an extended community of young people who care about wildlife preservation and the education of the community. Raise awareness of Rancho Las Lomas Wildlife Foundation as a viable volunteer opportunity for students and young adults. Make wildlife education a priority within local Orange County communities by offering scholastic programs to young students.

Tactics: Heavy Media Relations and Outreach Within Orange County. Heavy Social Media Outreach. Education Programs for Children. Creative Event Planning that is both Fun and Family Friendly.

Part 1: Research

Background Rancho Las Lomas Wildlife Foundation was founded in 2012; therefore its history is brief. The foundation is a sister company to Rancho Las Lomas events company. RLLWF was created to benefit the foundations’ exotic animals and to provide education about wildlife care and preservation. The foundation has held a few events in its short life including a holiday event called Christmas in the Cages and a Country Festival – both of which broke even without bringing in a profit. RLLWF currently has a partnership with the O.C Bird of Prey Center and they work together to care for wild animals that are rescued in the O.C. area. RLLWF market segment is truly unique and doesn’t have direct competitors. The closest comparable organizations are Southern California wildlife rescue centers such as the Orange County Bird of Prey Center, which RLLWF partners with, Wetlands and Wildlife Care Center, and Pacific Wildlife Project to name a few. All these organizations operate on a rescue and rehabilitation basis and do not operate similarly to a zoo or museum like RLLWF. Focusing first on general industry history, the O.C. Animal Care shelter has the longest standing history of animal rescue in the area. Since 1941 the organization has been taking in animals where they receive a temporary home and veterinary care. This organization differs greatly from RLLWF because they constantly bring in and send out nearly 30,000 animals per year. They provide veterinary services and operate as a shelter whereas RLLWF has no intention to accept more animals and just wants to provide good care to the animals it already has. The O.C. Animal Care shelter has a strong history and following because of their high demand and wide demographic reach. RLLWF doesn’t have a history yet; they are brand new, and are still searching for their position in the wildlife rescue and education market segment.

Another organization with a strong history that can be compared to RLLWF, but is still very different is the Santa Ana Zoo. The Santa Ana Zoo has been a public zoo since 1949, receiving almost 300,000 visitors annually. The zoo has a rich history and a strong following, making it a sustainable nonprofit. The biggest way that the zoo differs from RLLWF is that it is open to the general public. For a small fee, families can come roam around the zoo and see hundreds of animals. At RLLWF, an appointment must be made and a guided tour is provided. The Santa Ana Zoo also has many more animals than RLLWF and they donate money to causes bigger than themselves on the contrary RLLWF needs donations just to sustain the lives of the animals on their property. Few organizations are truly unique, and RLLWF is one of these. There is no direct competition to RLLWF. The O.C. Bird of Prey Center is similar to RLLWF because they rescue and care for exotic animals; however, the O.C. Bird of Prey Center’s only focus is on birds, whereas RLLWF has all kinds of exotic animals from birds to tigers. Problems that the O.C. Bird of Prey Center faces is overcrowding and not having enough space to house their rescued birds. This is where RLLWF comes in and has helped by providing space for some of the organization’s birds. Other problems the center faces are lack of sufficient funds from donations. This is always a struggle for small nonprofit organizations and is certainly a problem also facing RLLWF. The O.C. Bird of Prey Center faces opportunities with partnerships, like with RLLWF. Other opportunities lie in their strength to reach out to the local community and become involved on a more intimate basis. The center also has the opportunity to expand their educational programs and use these programs to raise money for the organization.

Situation Analysis The Rancho Las Lomas Wildlife Foundation was recently declared as a 501(c)(3). Achieving nonprofit status gives a much higher advantage than before, especially in terms of donor benefits. Currently, RLLWF has private guided tours to see the incredible land and exotic animals. RLLWF hopes to expand its educational programs and awareness of the organization by hosting over-night camps where kids can come and camp at one of the houses on-site. During the camp days they would learn different things from feeding exotic animals to preserving natural habitats. They also would like to hold hour-long sessions with different topics from bird care to painting wildlife. They have a lot of great ideas and hopefully we can help develop them into realities. The demographics for the RLLWF are currently school groups and past/current clients of the venue. The Facebook for RLLWF has followers varying ages from 20 to 60 years old. The target markets for the wildlife foundation are anyone affiliated with education, whether it is school administration, parents of students, students themselves, girl scouts, boy scouts, etc.. The specific geographic location to target is the Silverado area. This includes the private schools, families and companies within the location.

Over the past year RLLWF has see an estimated 30,000 people for weddings, 1,500 guests for corporate events, 3,500 guests for fundraising events, 1,500 general interest (guided tours and walk ins), 500 education based guests, and 400 overnight stay

guests. Again, it is important to reiterate that the location has a flow of guests, but the majority of guests are not there for the wildlife foundation, but rather the venue. The current rates for a tour of the facility are as follows: Tier 1: - $20.00 per person with a minimum of 10 guests. - Guided tours by zoo keeper - Visit to each enclosure with education information on each resident animal - Tour through event space Tier 2: - $30.00 per person with minimum of 10 guests - Guided tour by zoo keeper - Visit to each enclosure with educational information on each resident animal - Tour through event space - Tiger feeding - Duck and turtle feeding - Alpaca feeding - Zebra feeding Tier 3: - $75.00 per person with a minimum of 4 guests - Guided tour by zoo keeper - Visit to each enclosure with educational information on each resident animal - Tour through event space - Tiger feeding - Duck and turtle feeding - Alpaca feeding - Zebra feeding - Wine with cheese and meat platter or Panera box lunch with beverage Ambassador animal to come out of enclosure for a one on one experience

As well as walk-in tours, $20 for adults and $10 per children. For $500 they will engrave a cobblestone that is on the walkway around Rancho Las Lomas. The cobblestone can have your name, company logo, wedding date or whatever you would like. You also get to choose where the cobblestone goes. The biggest issue Rancho Las Lomas has right now is distinguishing between the wildlife foundation and the venue. Currently people walk onto the property and think, “why does this beautiful venue need money?” Well the answer is easier to say than to show. The Rancho Las Lomas Wildlife Foundation is not supported by Rancho Las Lomas events such as weddings and business parties. There can be contributions made by those attending, for example donating $500 can get your name/ company/wedding date engraved onto a stone on the pathway of Rancho Las Lomas, or to get one of the parrots to appear at your event. Rancho Las Lomas executive members find it very difficult to explain to people that though the venue is beautiful and flourishing, the wildlife foundation is not. This is definitely the biggest issue the organization is dealing with right now.

Another major issue Rancho Las Lomas faces is that they have a lot of great events to raise money and awareness of the organization, but they do not seem to make money at them. In December 2012, Rancho Las Lomas put on their “Christmas in the Cages” and the event made a $2,000 profit. This past December they had Christmas in the Cages and made a $12,000 profit.

Part 2: Plan

Fact Sheet Rancho Las Lomas Wildlife Foundation 19191 Lawrence Canyon Silverado, California 92676

Mission:

Organization:

Rancho Las Lomas Wildlife Foundation aims to provide surrounding communities with educational resources to help promote wildlife awareness. Itâ&#x20AC;&#x2122;s purpose is to serve as a quality facility dedicated to the care of a wide variety of animals while fostering an appreciation for the diversity of life. The venue and property is owned by Jeannie Lawrence. The on-sight staff includes a curator and four professional keepers with over 25 years of American Zoo and Aquarium Association experience.

Facility:

Rancho Las Lomas is located in the foothills of Orange County, California. The property encompasses over 50 acres in the city of Silverado, California. The property features a koi pond, wild cat enclosures, bird exhibit, lemur exhibit, zebra corral, alpaca exhibit, macaw aviary, as well as a bengal and white tiger exhibit. Palm trees, apple trees, orange trees, grape vines and italian olive trees surround the property. The Grand Salon is one of the original structures on the grounds. The property includes a pool and guest house known as Ricks Cafe and a cottage area made to resemble a town in Spain.

Programs:

The wildlife foundation offers guided tours, field trips, specialized learning programs, workshops for boy scouts, overnight camps, and seasonal family events. In the future, Rancho Las Lomas hopes to implement new programs that include mini courses in wildlife photography, cooking, horticulture, ornithology, ecological preservation, and art.

Hours:

This is a private organization. Reservations can be made by contacting Julie Stoddart. Her email is julie@rancholaslomas.com and her phone number is 949-888-3080 ext 30

Admission: Visitors: Contact:

Daily guided tours are $10 per student with information tailored to grade level. More than 30,000 wedding guests visit Rancho Las Lomas annually. 1,400 guests visit each year for corporate events. Fundraising events draw 3,500 attendees. 1,500 people participate in walk in tours. Educational programs bring in 500 people, and 400 were overnight guests. Contact: Julie Stoddart julie@rancholaslomas.com 949-888-3080 ext 30

Core Problem/Opportunity

Core Problem: The primary challenge RLLWF faces is a lack of sufficient funds from donations. This is a problem many small nonprofit organizations face. One way to conquer this problem is by differentiating Rancho Las Lomas Wildlife Foundation from the Rancho Las Lomas event center. Opportunity: Strengths lie in Rancho Las Lomas Wildlife Foundation's ability to reach out to its local community and become involved on a more intimate basis. This is possible with the expansion of education programs and the use of these programs to raise money for the organization.

Key Publics National organizations- Orange County chapters such as Boy Scouts, Girl Scouts, 4-H Club, Pony Club, YMCA, etc. National organizations such as the Boy Scouts, Girl Scouts, 4-H Clubs, Pony Clubs and YMCAâ&#x20AC;&#x2122;s are designed for children to stay busy after school. With programs designed to furthering education, these national organizationâ&#x20AC;&#x2122;s goals align with Rancho Las Lomas Wildlife Foundation. Targeting and capturing the attention of national youth organizations, we will be able to reach both the children and parents of the children. Each of the national youth organizations already has summer camps and programs in place. Rancho Las Lomas Wildlife Foundation can partner with these camps to provide an interesting and unique facility with a well-designed educational program. The Orange County Council of Boy Scouts has one of the largest memberships in the nation. In 2008 it had over 40,000 members; current membership is unknown. The Girl Scouts have 12 councils in California, with the closest council to Rancho Las Lomas being the Girl Scouts of Orange County, located in Irvine. The current membership is around 22,000 youth who are supported by 15,000 adult members. Self-interest: Rancho Las Lomas will aid in educational programs such as summer camps and day-trips that the various youth organizations hold. It is a great opportunity for RLLWF to provide the youth with a unique experience. Influentials: newspapers, websites, flyers at schools

O.C. high school and college students who are interested in volunteering This public encompasses students from high-income families, that live in the Orange County area. This public is attracted to the programs offered at RLLWF for educational opportunities that could be used to enhance their resumes and learn. Many students on college campuses and high schools are required to complete a set number of volunteer hours; so these programs would allow students to become involved while completing their mandatory hours. Many of these schools have religious backgrounds that include Lutheran, protestant, and Jewish roots. A few private schools in the area include Crean Lutheran High School, Lutheran High School of Orange County, Eldorado Emerson Private School, Brighten School & Arts Academy, Orange Hills Private School, and Halstrom Academy Anaheim Hills. Self Interests: Volunteer service for college, test drive career options, leadership opportunities, volunteer opportunities and hands-on educational experience Influentials: Parents, school staff, teachers, school administrators, extended family members, friends

Orange County high-income families with young children (ages 5-14) This key public would heavily contribute to the success of the Rancho Las Lomas Wildlife Foundation because it encompasses high-income families, living in Orange County with children ages 5-14 that would be interested in the educational program. A very important aspect of this public that must be pointed out is that it focuses specifically on families who make enough money to give them the means to donate to a cause like the Rancho Las Lomas Wildlife Foundation. This public would be attracted to donating to the Rancho Las Lomas Wildlife Foundation because they would not only be donating to a cause benefiting animals, but also be able to see their donations pay off by bringing their children to the Rancho Las Lomas property. With the foundation looking to create and expand its educational experience for children, this public would definitely be interested in being a part of it. By donating to the Rancho Las Lomas Wildlife Foundation, this public would be doing just that and also allowing for their children to spend time around and learning about exotic animals that they normally wouldnâ&#x20AC;&#x2122;t see anywhere but a zoo. The final reason why this public would help contribute to the Foundationâ&#x20AC;&#x2122;s success is because of the list of possible things that they would receive from donating. Such as an engraved brick for donating a certain amount or a plaque on the cage of the animal they are sponsoring for a large donation. This would drive them to want to donate because it is just another way that they would be able to be recognize for their good deed. Self-Interests: Donating to a cause unlike any other, giving their children an opportunity to learn about wildlife conservation, bricks and plaques on cages for donations Influentials: Community leaders, family friends of RLLWF, friends of past wedding guests, administration at private schools around the O.C. area

School administrators at O.C. schools, both private and public This public encompasses administrators at both public and private elementary schools and middle schools in the Orange County area such as St. Jeanne de Lestonac Catholic School (a private elementary and middle school) and Santiago Middle School (a public middle school). These people are invested in the education of kids and young adults and it is their job to make sure Orange County kids receive the best education they can. This public holds the authority at educational institutions to approve field trips and class excursions and would be instrumental in getting the word out about the educational programs at Rancho Las Lomas. These school administrators would also be instrumental in getting funding for field trips to Rancho Las Lomas. Self-interests: field trips to Rancho Las Lomas will enrich the hands-on learning experiences that parents want for their kids and in turn administrators want for their students; parents want their kids to be a part of the community and the schools participation in educational programs with RLLWF would be a way for the schools to support their local communities Influentials: parent involvement meetings, students, contacting the administrators directly, science or history teachers

Goals & Objectives Goal 1: Bring in volunteers and donors in order to make the Rancho Las Lomas Wildlife Foundation a self-sufficient entity separate from the parent company of Rancho Las Lomas. Objectives:

1. Have 30 regularly rotating volunteers by the end of 2014. 2. Create a new logo and a new and improved map outlining the property directed specifically at Rancho Las Lomas Wildlife Foundation visitors. 3. Become published in one trade magazine and two local newspapers by the end of 2014. 4. Create an image of Rancho Las Lomas Wildlife Foundation as a nonprofit organization in need in the eyes of potential new donors. 5.Make a profit at fundraising events held during 2014 and beyond.

Goal 2: Create and raise awareness of education programs to young students in the Orange County area. Objectives:

1. Reach out to five private schools in the Orange County area to discuss future field trips and educational programs at Rancho Las Lomas Wildlife Foundation. 2. Complete the development of age specific educational programs in the month of June. 3. Be featured in 3 private school publications i.e. newsletters. 4. Invite local Girl Scout and Boy Scout troops to participate in two wildlife programs. 5. Be featured in one parenting blog post, and one parenting magazine.

Strategies & Tactics Strategy 1 Form long-lasting relationships with national and local youth organizations such as Girl Scouts and Boy Scouts and 4H Clubs in order to create an extended community of young people who care about wildlife preservation and the education of the community. Tactics:

1. Create a pitch to the youth organizations, both by phone and email. Include the educational program that they would participate in. 2. Create list of tasks that must be done, such as rebuilding bird cages. 3. Using the success of the initial youth organization programs, expand out of Orange County to other branches. Use a media pitch, both email and phone, including the educational program and feedback from initial program participants. 4. Hand out flyers to the program participants that show the links to all of our social media websites.

Strategy 2 Raise awareness of the Rancho Las Lomas Wildlife Foundation as a viable volunteer opportunity for students and young adults. Tactics:

1. Contact 10 high schools and put up flyers on their campuses advertising volunteer opportunities. 2. Speak with teachers and administrators at high schools so they tell students about volunteer opportunities. 3. Send out an email to everyone on the Rancho Las Lomas contact list announcing volunteer opportunities for youth and adults. 4. Post on Facebook about volunteer opportunities and include a link to the volunteer page of the website where potential volunteers can gain information and sign up to volunteer.

Strategy 3 Make wildlife education a priority within local Orange County communities by offering educational programs to young students. Tactics:

1. Set up four tiers of educational programs that schools can choose from by July 2014. 2. Reach out to schools to sign up for the programs and have 10 schools sign up by the end of 2014. 3. Create tactile tools around the RLLWF grounds to enhance the educational programs by July 2014. 4. Create tools to give to the students that come with their schools with information for parents and how to become further involved - â&#x20AC;&#x153;goodie bagsâ&#x20AC;? - by August 2014.

Recommendations 1. We think it would be wise to hire a PR professional or a business consultant to manage the PR efforts daily and carry out the campaign. It is important to have someone whose sole purpose is fulfilling these needs and someone who is familiar with nonprofits. 2. The website should be updated anytime something at Rancho Las Lomas Wildlife Foundation changes. It is also important to get the RLLWF website separate from Rancho Las Lomas sister company up and running as soon as possible. 3. It might be useful to develop a social media policy defining what is relevant and appropriate to post on social media. This policy should be observed on private social media pages and organizational social media pages so that individuals and company values are aligned. This will help communicate a clear message to the public.

Communication Table Influentials

Key Public

Self-Interests

Youth Organizations such as girl scouts, boy scouts, YMCA, etc..

Children can learn how to properly take care of animals. Have the chance to see what it takes to work with wild animals on a daily basis.

Newspapers, websites, flyers at schools

1. By August, 2014, contact the Girl and Boy Scouts of Orange County and 4H Club inviting them to participate in Rancho Las Lomas Wildlife Foundation educational programs. 2. December, 2014, suggest special projects at Rancho Las Lomas that the Girl and Boy Scouts and 4H clubs of Orange County can complete. 3. By August, 2014, contact 3 other national youth organizations informing them about educational opportunities at Rancho Las Lomas Wildlife Foundation. 4. By August, 2014, become friends/follow all these organizations on Facebook and Twitter.

College and high school students interested in volunteer service

Students can take a break from traditional academics to explore native and exotic wildlife while expanding their understanding of the world around them. They can also gain volunteer hours for school credit or resume building.

Flyers at schools, social media, website, sending information to educators so they can pass along the information to students

1) Gain at least 3 regular volunteers by October, 2014.

Parents of students They want to give

their children the opportunity to learn more about present issues in the world today, specifically looking at nature and animals, while also giving them different opportunities to keep them active.

Community leaders, Family friends of Rancho Las Lomas, Friends of past wedding guests, administration at private schools around the Orange County area

Objectives

1. Complete the development of age specific educational programs in the month of June. 2. Be featured in 3 private school publications i.e. newsletters by June 2015.

Strategy

Form long-lasting relationships with national and local youth organizations such as Girl and Boy Scouts and 4H Clubs in order to create an extended community of young people who care about wildlife preservation and the education of the community. Raise awarness of the Rancho Las Lomas Wildlife Foundation as a viable volunteer opportunity for students and young adults.

Make wildlife education a priority within local Orange County communities by offering educational programs to young students.

Tactics

Messages

1. Create a pitch to the youth organizations, both by phone and email. Include the educational program that they would particpate in. 2. Create list of tasks that must be done, such as rebuilding bird cages. 3.Using the success of the initial youth organization programs, expand out of Orange County to other brances. Use a media pitch, both email and phone, including the educational program and feedback from initial program participants. 4. Hand out flyers to the program participants that show the links to all of our social media websites.

"Create your print, join our family!"

"Learn your print, become a part of our family."

1) Set up four tiers of educational programs that schools can choose from by July 2014. 2) Reach out to schools to sign up for the programs and have 10 schools sign up by the end of 2014. 3) Create tactile tools around the RLLWF grounds to enhance the educational programs by July 2014. 4) Create tools to give to the students that come with their schools with information for parents and how to become further involved - â&#x20AC;&#x153;goodie bagsâ&#x20AC;? - by August 2014.

"Many prints, one family."

Calendar & Budget 2014 Rancho Las Lomas Wildlife Foundation Campaign Timeline Month Week Social Media Post on Social Media Accounts with pictures (Facebook, Instagram, Twitter)

May ‘14

4 1

Post trivia on Facebook Page General call to action posts Promoted Posts (Twitter or Facebook) Media Relations Create Press Kit

Draft and pitch press releases for relevant events and news Write feature article Draft and send special event media alert (TBD) Write animal bio Build media lists Update media lists Events and Promotions RLLWF Country Hoedown Create donor packages Produce student and child visitors swag bags Redesign map, logo, brochure

June ‘14

X X

August ‘14

X X

July ‘14

4 1

X X

October‘14

X X

September ‘14

X X

November‘14 Decebmer 14

X X

X X X X

X X

Rancho Las Lomas Wildlife Foundation Budget

Monthly Budget 9000 3500 3000 1500 1200 1000 850 850 450 250 250 150 150 100 100

Payroll/Payroll Tax Feed Rent Repair & Maintenance Admin Fee Animal Cost (vet) Worker Comp Utilities Insurance Office Supplies Tools & Supplies Credit Card Collection Fee License Fee Auto Misc. Total

22350

Communication Tactics

Item

Quantity

Cost Per Unit

News Release

Write In-House

Send Via Email

Total Cost Estimate 500

0 500

Wire Service Fee

100

Feature Article 100

Photographer (on-staff) Write In-House

0 0

Send Via Email Social Media Site

700

Facebook 0

- Photographer (on-staff) - Write In-House

0 50

- Boost (2 days once a month) Twitter - Photographer (on-staff)

0 0

- Write In-House Instagram Photographer (on-staff)

Write In-House Media Pitch Email

Write In-House

Send via Email Animal Bios

0 6400 1000

Photographer (on-staff)

Write In-House Graphic Designer Production

700

1000 450

Manual Labor (12 Hours)

350 0

Thank You Letter Write In-House Graphic Designer Printing

2250

Info Flyer 2000

Graphic Designer 250

Printing

1 Base on Weight

Postage

3000

Brochure/Map Photographer (on-staff)

1000

Graphic Designer Printing

2000 250

1 0

Pitch Email To Educators Write In-House

Send via Email

0 0

Special Event Alert Write In-House

Send via Email

Total Cost

13,650

Part 3: Implementation

Logotype & Color Scheme

W I L D L I F E

F O U N D A T I O N

Map

W I L D L I F E

ZOOLOGICAL GARDEN MAP

F O U N D A T I O N

16 12 11 7

5 4

10 13

AMENITIES 1. Entrance Gate 2. Valet Tower 3. Rest Stop 4. Main Office 5. Grand Salon 6. Teatro/Chapel 7. Casa Linda Cottage

4 14

BIRDS

11. Bird Exhibit 12. Peacock Exhibit 13. Macaw Aviary RESTROOMS

CATS

OTHER

8. Bengal Tiger 9. White Tiger 10. Wild Cat Enclosure

14. Zebra Corral 15. Koi Pond 16. Alpaca Exhibit

PARKING PRIVATE RESIDENCE

Thank You Letter (To Whom It May Concern), Rancho Las Lomas Wildlife Foundation is thrilled to welcome you into our family! We greatly appreciate your donation and hope that you will come visit us soon to say hello to the animals whose lives you are positively influencing. Rancho Las Lomas Wildlife Foundation would not be the supportive home that it is without your help. Thanks again for your generosity! Sincerely, Rancho Las Lomas Wildlife Foundation

Nonprofit Announcement

Hey, have you heard? Rancho Las Lomas Wildlife Foundation just reached 501(c)3 nonprofit status! Your donations are now tax-deductible!

For more information go to: rancholaslomas.com/zoological-garden

School Administrators Media Pitch Email Subject: Wildlife Education Programs: Rancho Las Lomas Hello ____, We know that at _____ Elementary School you value hands on education, and thatâ&#x20AC;&#x2122;s why we think you would love our new wildlife education programs in which students get to be face to face with tigers, zebras and other exotic animals. Rancho Las Lomas Wildlife Foundation (RLLWF) is a non-profit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for children and adults alike to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment. We offer a variety of pre-existing programs, but we are open to partnering with your school to create a special program for your students. Please let us know if you are interested in working together! You can reply to this email or call us at 949.888.3080. Also, for more information, visit our website: http://www.rancholaslomas.com/zoological-garden/ Sincerely, Jeannie Lawrence Director of Rancho Las Lomas Wildlife Foundation -About Rancho Las Lomas Wildlife Foundation: Rancho Las Lomas Wildlife Foundation (RLLWF) is a nonprofit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for people to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment.

Media Pitch Email Subject: Rancho Las Lomas Wildlife Foundation Is Building Its Family Hi ____, I wanted to let you know that the Rancho Las Lomas Wildlife Foundation, an organization dedicated to improving the lives and well-being of the Rancho Las Lomas' animals, has now gained it's 501(c)3 status as a nonprofit organization in Orange County. Rancho Las Lomas Wildlife Foundation, located on the Rancho Las Lomas property in Silverado, not only strives to give their animals the best home possible, but also provides the surrounding communities with an educational resource to help promote wildlife awareness. The property houses various exotic species including Bengal tigers, zebras, alpacas and many more. The nonprofit organization offers educational programs for children, guided tours, and many more features catering to children and adults alike. Whether it is becoming a volunteer or donating to the cause, Rancho Las Lomas Wildlife Foundation wants to invite the Orange County community to make a difference and join their family. We would love to have you and Orange Coast Magazine come take a tour of the Rancho Las Lomas Wildlife Foundation property and see why it is a cause worth supporting. Please contact me with any further questions you have about the organization and its programs. Best, Jeannie Lawrence Director of Rancho Las Lomas Wildlife Foundation -About Rancho Las Lomas Wildlife Foundation: Rancho Las Lomas Wildlife Foundation (RLLWF) is a nonprofit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for people to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment.

Social media Instagram

Instagram is one of the most popular and fastest growing social media apps in todayâ&#x20AC;&#x2122;s society, creating its own niche by stimulating members with visuals such as photos and videos. It allows members to upload photos of events or tours going on at the Rancho Las Lomas Wildlife Foundation, as well as photos of the animals themselves and tagging @RLLWF in their post. For events such as the Rancho Las Lomas Wildlife Foundation Country Hoedown, use the hashtag #RLLWFcountryfest or for general RLLWF photos use the hashtag #RLLWF and #wildlife. This app also allows you to follow other wildlife foundations such as the World Wildlife Fund.

Facebook:

As the largest social media app, Facebook can be utilized to post statuses with pictures of events, tours, etc., and also create events through the Rancho Las Lomas Wildlife Foundation Facebook page. Post frequently with trivia about the animals and opportunities for volunteers and donors.

Twitter:

Similar to Facebook, this app can be used to post updates about events and other relevant news at the Rancho Las Lomas Wildlife Foundation, but you are limited to 140 characters per tweet. While tweeting use the hashtags, #RLLWF and #wildlife, but specifically during the Country Hoedown, use #RLLWFcountryfest. Need to create Rancho Las Lomas Wildlife Foundation specific twitter account and plan to post atleast 5-6 times per week.

Press Release Rancho Las Lomas Wildlife Foundation 19191 Lawrence Canyon Silverado, CA 92676

FOR IMMEDIATE RELEASE Silverado, CA – Rancho Las Lomas Wildlife Foundation, the sister company to Rancho Las Lomas Events Company, has just been recognized as a nonprofit organization, code 501(c)3. Rancho Las Lomas is now a tax-deductible option for your next donation to the community, said the owner of Rancho Las Lomas Jeanie Lawrence. Along with nonprofit status, Rancho Las Lomas Wildlife Foundation is welcoming additional changes to its program, said Lawrence. Rancho Las Lomas Wildlife Foundation will offer educational programs to school children and kids involved in national and community level groups such as the Girl and Boy Scouts of America. There will be several tiers of programs ranked by involvement and price, said Lawrence. “Brett Lawrence (co-owner of Rancho Las Lomas and Jeanie’s son) and I can’t wait to open our doors to kids who are eager to learn about exotic animals. These young groups are the future of our community; we just want to do our part to help shape it,” said Lawrence. Rancho Las Lomas Wildlife Foundation is now accepting donations and the tax-deductible form can be found on its website at http://www.rancholaslomas.com/zoological-garden/. The educational programs are expected to be available to students starting August 2014.

-About Rancho Las Lomas Wildlife Foundation: Rancho Las Lomas Wildlife Foundation (RLLWF) is a non-profit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for people to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment.

Family Media Event The family media event will be held at Rancho Las Lomas. Orange County bloggers, journalists, radio hosts and other media people will be invited to bring their families for a day of activities at RLLWF. The goal of this event is to raise awareness of the organization among the media and to get publicity.

Schedule: 11 a.m.

Attendees arrive. Adults are also given gift bags with information on RLLWF including a program of educational activities that RLLWF offers for children as well as volunteer and donor information.

11:15 a.m.

Tour of the grounds begins.

11:45 a.m.

Educational game for children.

12:15 p.m.

BBQ lunch for everyone.

1:00 p.m.

Children are given gift bags, each of which contain a concrete paw print of one of the RLLWF tigers. Children are invited to a crafting area where they can paint their concrete paw prints.

2:00 p.m

Event ends.

It is important to send a follow-up email after the event, highlighting what happened at the event and thanking all those who attended. This email should include a link to photos.

Email subject: Wildlife Foundation Event Invitation

Event Invite

Dear ____, Tigers, Alpacas and Lynx, Oh my! Bring the family down to Rancho Las Lomas Wildlife Foundation on Saturday ____, for a day filled with animal encounters, activities and a good old fashion BBQ. Rancho Las Lomas Wildlife Foundation (RLLWF) is a nonprofit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for children and adults alike to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment. Some of the animals that call RLLWF home are: tigers, zebras, alpacas, lynx, macaws, and serval. We will facilitate a variety of games and activities for the kids so they can learn about these animals. We hope you can come this Saturday to explore the grounds, learn about the animals and gain information on our ongoing educational programs. To RSVP please call us at 949.888.3080, or reply to this email. For more information, visit our website: http://www.rancholaslomas.com/zoological-garden/ Sincerely, Jeannie Lawrence Director of Rancho Las Lomas Wildlife Foundation -About Rancho Las Lomas Wildlife Foundation: Rancho Las Lomas Wildlife Foundation (RLLWF) is a non-profit dedicated to the creation of a crucial link between people, animals, and the preservation of nature. RLLWF was established to create a beautiful place for people to connect with the wild in our world, and demonstrate ways by which all can make a positive contribution to the environment.

Feature Article Rancho Las Lomas Wildlife Foundation, the keepers of a white Siberian tiger, a yellow Bengal tiger, zebras, an emu, and a host of other exotic animals has recently been recognized as a non-profit. The organization has accepted animals from over-crowded zoos and from homeowners who decided owning an exotic creature wasn’t for them. In order to keep the foundation up and running and for the animals to receive the best care they possibly can, Rancho Las Lomas Wildlife Foundation needs the help of its caring community members in the form of donations and volunteers. In addition to Rancho Las Lomas Wildlife Foundation’s non-profit status, owners Jeanie Lawrence and her son Brett Lawrence are making a few other changes around the Silverado Canyon grounds. Rancho Las Lomas Wildlife Foundation is opening its doors to schools and youth groups in the community including the local Girl and Boy Scouts of America. “We are excited to open our doors to kids who are eager to learn about exotic animals. These young groups are the future of our community; we just want to do our part to help shape it,” said Jeanie Lawrence. Rancho Las Lomas Wildlife Foundation will offer educational programs to school groups for field trips and to youth organizations wanting to learn more about exotic and endangered animals. The organization will even have an educational summer camp for kids to get involved in the community and with the animals! Put Rancho Las Lomas on the map and book a reservation in advance; it’s worth a visit with the kids!

Animal Bios & Signs Bengal Tiger Entrance Gate Macaw Aviary

In addition to the map, we developed signage to help facilitate informational tours as they navigate through the zoo. These signs would help create a distinction between the venue and the wildlife foundation. Color blocks on the signs would be matched to color coded sections of the map to help visitors identify enclosures and better navigate the property. The signs would feature photos and information about the animals.

Alpaca

Despite what their names may imply, all of our alpacas are females! In fact, Cleatus is Pretty boyâ&#x20AC;&#x2122;s daughter and despite the difference in their coat colors, we believe Mayor is Brandyâ&#x20AC;&#x2122;s daughter. It can be somewhat difficult to tell them all apart, except for Brandy who is the only chocolate alpaca in the yard. The other three are all white but vary in their sizes and overall facial appearances. Pretty boy is the largest alpaca, followed by Mayor who naturally seems to have a slightly ill kept appearance and goofy head hair. Cleatus, the sweetest of all the alpacas has a very fluffy coat and in many ways resembles Pretty boy. All are extremely curious!

Directory W I L D L I F E

ZOOLOGICAL GARDEN MAP

F O U N D A T I O N

16 12 11 7

5 4

10 13

LANDMARKS

1. Entrance Gate 2. Valet Tower 3. Rest Stop 4. Main Office 5. Grand Salon 6. Teatro/Chapel 7. Casa Linda Cottage

11. Bird Exhibit 12. Peacock Exhibit 13. Macaw Aviary RESTROOMS

CATS

OTHER

8. Bengal Tiger 9. White Tiger 10. Wild Cat Enclosure

14. Zebra Corral 15. Koi Pond 16. Alpaca Exhibit

1. Entrance Gate

BIRDS

4 9

PARKING PRIVATE RESIDENCE

Evaluation Criteria & Tactics Objective 1:

Gain at least 3 regular volunteers by Oct., 2014.

1. Create a volunteer database to keep information about volunteers 2. Ask for feedback from volunteers to improve the volunteer program and enter it to the database

Objective 2:

Complete the development of age specific educational programs in the month of June.

1. Send out surveys via social media and email to parents and educators who sent their children/students to the programs. Through these surveys we can determine the successes of the programs and what improvements can be made. 2. Meet with the teachers/leaders of the programs after each program is completed to discuss what went well and what improvements can be made. 3. Create a database for attendees of the programs and enter any feedback into the database.

Objective 3: Be featured in 3 private school publications i.e. newsletters by June 2015. 1. Conduct regular searches for media coverage of RLLWF online. 2. Create database to store any news clippings/ media coverage of RLLWF.

Objective 4 & 5: By August 2014, contact the Girl and Boy Scouts of Orange County and 4H Club inviting them to participate in Rancho Las Lomas Wildlife Foundation educational programs. Also, another objective (objective 5) is to contact 3 other national youth organizations informing them about educational opportunities at RLLWF; the evaluation criteria & tactics below also apply for this objective. 1. Create a database of organizations who have agreed to partner with RLLWF. 2. Ask for feedback from these organizations after we have partnered with them for a program- this could be in the form of a survey or interview-style questions. 3. Enter this information in the database and develop a plan to make improvements in the programs and partnerships based on this information.

Objective 6:

By August, 2014, become friends/follow all these organizations on Facebook and Twitter.

1. Use the analytics tools on Facebook and Twitter to track “follows” and “likes” and keep a record of this information in a document outside of Facebook and Twitter. 2. Create a list of organizations and people that RLLWF should follow/befriend and who should in turn follow/befriend RLLWF.

Part 4: Appendix

Survey We created this survey as an example of what the Rancho Las Lomas Wildlife Foundation could implement in order to gain insight about the needs and desires of potential volunteers, donors and event/program attendees. We were not able to fully carry out this survey, but would highly recommend that RLLWF distribute it via social media sites and email. Question 1: What is your association with Rancho Las Lomas Wildlife Foundation?

Volunteer Donor Event Attendee Overnight Guest Question 2: Are you aware that the Rancho Las Lomas event center is funded separately from the Rancho Las Lomas Wildlife Foundation?

Yes No Question 3: What is your gender?

Female Male Question 4: What is your age?

18 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 or older

Question 5: What is your approximate average household income?

$0-$24,999 $25,000-$49,999 $50,000-$74,999 $75,000-$99,999 $100,000-$124,999 $125,000-$149,999 $150,000-$174,999 $175,000-$199,999 $200,000 and up Question 6: Do you donate regularly to non profit organizations, if so what amount?

Yes No Amount Question 7: Do you feel well-informed about what your donations are used for at Rancho Las Lomas Wildlife Foundation?

Yes No Have not yet donated Question 8: Would you send your children to a day camp dedicated to further education on wildlife preservation?

Yes No Does not apply Question 9: Are you interested in participating in a volunteer program at Rancho Las Lomas Wildlife Foundation?

Yes No Occasionally Question 10: What improvements would you like to see at the Rancho Las Lomas Wildlife Foundation?

Board Member Interviews Original Research: Rancho Las Lomas Wildlife Foundation The RLLWF team is excited to launch educational programs and raise awareness of the organization while separating the wildlife foundation from the event company. The main challenge the foundation faces is that people think it is part of the event company. People may not see the need to donate to the wildlife foundation because they think that the event center supports the foundation financially. In addition to developing educational programs, the main goal of the organization is to raise funds, mainly through donations.

1. Interview with Senior Manager Jeannie Lawrence - Director of Rancho Las Lomas Wildlife Foundation Jeannie stated that the organizationâ&#x20AC;&#x2122;s goal is to create learning opportunities and educational programs for children in the Orange County area. Jeannie values the existing upscale brand of Rancho Las Lomas and although she wants the primary target audience of the organization to be children, she does want to maintain a classy image. She understands that the organization may have to alter the look of the brand a bit, but is open to compromise. Jeannie also understands that the biggest issue the organization faces is creating separation between Rancho Las Lomas as an event center and the Rancho Las Lomas Wildlife Foundation.

2. Interviews Julie Stoddart - Zookeeper/ Head of Marketing/Manager Julie fully understands how important it is for the RLLWF to separate itself from Rancho Las Lomas as an event center. She understands that many people are confused as to why the wildlife foundation needs funding when the event center is so successful. Julie is head of marketing and public relations for the RLLWF (and the Rancho Las Lomas event center), but she has a veterinary background. She also organizes budget information, event details, upcoming events, and future goals. Julie agrees with Jeannie, and hopes that in the future the RLLWF will be known for its educational programs. She wants to see an increase in funding in order to start these programs. She has many ideas of what these programs will be and that the target audience will be elementary and middle school children in Orange County.

Michelle Mell - Zookeeper/ Photographer Michelle explained that RLLWF does have zookeepers to help lead educational programs. She is excited about raising money and awareness for RLLWF. She didnâ&#x20AC;&#x2122;t comment on branding but her hopes for the foundation are the same as Jeannie and Julie, which is that in the future, the organization will be known for education programs. She did tell us that they are already partnering with the boy scouts to rebuild a cage for one of the birds and that they hope to do more projects like this in the future.

Brett Lawrence- CEO of Rancho Las Lomas Brett heads the business aspects of the organization. He is a networker and will be good at reaching out to gain support for the wildlife foundation. Brett also understands the importance of separating Rancho Las Lomas from Rancho Las Lomas Wildlife Foundation.

Trend Research I. Orange County Trends: Rancho Las Lomas Wildlife Foundation is a nonprofit unlike any other. With this in mind, by looking at trends of zoo’s within Orange County it can be seen that events, social media engagement and free publicity are crucial to successful fundraising. There are five zoos local to Rancho Las Lomas Wildlife Foundation, they include: OC Zoo, Zoomars, the Reptile Zoo, Santa Ana Zoo, and the Ocean Institute. There are not very many local articles on the zoos or wildlife foundations. They also relied heavily on sales of apparel and donations through the website. It is crucial that Rancho Las Lomas improves its news coverage on the Wildlife Foundation; there is plenty of coverage on the venue itself. It is important to also make a distinct separation between Rancho Las Lomas and Rancho Las Lomas Wildlife Foundation. II. California Trends: There are several common and successful fundraising trends that have helped similar private 501(c)(3) nonprofits raise funds and recruit volunteers in California. Similar organizations, such as Safari West Wildlife Foundation, B Bryan Preserve, and the The Zoological Society of San Diego, embrace the spirit of conservation by means of education. These foundations use zoos as a tool to create wildlife advocates. Educational programs for children of all ages are used to create a deeper appreciation for nature and the creatures within it. Zoos in both Northern and southern California capitalize on holidays in order to raise funds for animal welfare. For example, Safari West, located in Sonoma County, California, hosted a number of events on holidays that included an Easter Sunday “Hunt for the Hare” and a Mother’s Day mimosa brunch. Father’s day included an up close and personal experience with the Rhinos and Thanksgiving dinner was even served as holiday buffet after an educational safari. During the holiday season, a one of a kind “Twiga Tree” was created. Ornaments hung on this tree could be taken home for a donation of $25 to conservation.These events sparked public interest in the local community surrounding this animal park and encouraged donations to further its mission. The Zoological Society of San Diego also capitalized on various holidays, including Christmas when it created a three week event known as “Jungle Bells,” in which guests could experience many holiday-themed activities including nightly tree lighting ceremony. All of these organizations have gained a lot of support by reaching out to children. Safari West developed the Junior Keeper Program, open to students willing to make a long-term commitment to learning about the importance of caring for our native species. In addition to the Junior Keeper Program, Safari west is host to field trips from local schools. The Zoological Society of San Diego is also host to many field trips with an average of 250,000 students visiting the zoo each year. It has taken steps so that every kid is given a chance to see exotic wildlife. The zoo is currently working to provide live broadcast footage to children who cannot come to the zoo because they are hospitalized. Partnerships with various children’s organization have made these organizations an important part of their local communities.

III. National Trends: Rancho Las Lomas Wildlife Foundation is unique because unlike other national organizations, RLLWF is part of an event center and it has an iteresting historical background. Many of the sanctuaries in the United States get almost all of their funding from donations and rely heavily on volunteers. Most other websites have a tab where volunteers can sign up, as well as a “donate” page. Most of these organizations also offer educational opportunities, much like what Rancho Las Lomas Wildlife Foundation is doing. Based on research, the need for exotic animal sanctuaries is growing as Americans continue to keep exotic animals as pets, but then abandon them or mistreat them. RLLWF needs to create a clear brand and goal because it does not fall into any one category. RLLWF is tied to the event center and this could be confusing to people as the organization takes the next steps in developing the wildlife foundation and providing more services and educational opportunities to the public as well as raising awareness of the organization. Rancho Las Lomas Wildlife Foundation is different than most other organizations that deal with exotic animals, and the organization should embrace this, but design a clear message to the public to avoid confusion. Based on this research, it is important for RLLWF to create a volunteer program and market it well. It is also important for the organization to reach out for donations and come up with creative ways to fundraise that engage the public. Rancho Las Lomas Wildlife Foundation is so small, they need to gain volunteers to help with marketing and social media in order to engage the public and gain funding.

IV. International Trends: International trends in the wildlife conservation niche are centered around the passing of bills, legislations, and cross-national treaties and agreements. Countries are working together to make moves in wildlife conservation and they are pointing fingers and holding each other accountable for global issues like climate change, illegal hunting, and the protection of endangered species. The need for wildlife conservation efforts are more prevalent than ever because of our constantly changing climate and the threat of global warming. The biggest international wildlife conservation organization is World Wildlife Fund. One of the tactics WWF uses to promote itself is celebrity endorsements. WWF had Prince William and Prince Charles “unite for wildlife” and use their powerful voices to stand up against the illegal poaching of endangered animals. WWF also uses social media promotions like its “National Sweater Day” campaign where it encouraged families to turn back their thermostats and wear a sweater to save energy. WWF had people send in selfies of their sweaters to engage its audience and spread the word about energy conservation. WWF offers memberships and ways for individuals to create campaigns and fundraise. WWF has partnerships with Amazon, Ebay, Bank of America and more companies so that when consumers shop there, a portion of their purchase is donated to WWF. Consumers can also “adopt” an endangered animal online and make donations to support that species.

Trend Research Cont. V. Social Media Trends: In todayâ&#x20AC;&#x2122;s society, social media is being used as a dominant part of PR and marketing plans within companies. More and more wildlife foundations and nonprofit zoos are creating Facebook, Twitter and Instagram pages for their organizations in order to promote the company. Social media is not only free, but it is also a channel that reaches out to an incredibly large, constantly growing audience. Wildlife foundations and other nonprofits dedicated to the livelihood of animals across the world have been getting more attention over the years as people are finally understanding just how important it is to donate to causes looking out for the well-being of animals. Social media is just one way that these organizations can get there name out to the public and it is a channel that is not only accessible to millions of people anywhere across the world, but also a place where nonprofit organizations can have a conversation with the public. There are several common trends among the social media pages of wildlife foundations and zoos such as, posting pictures and videos of animals, posting links to donation pages and telling stories about the animals themselves. After looking through several organizations Facebook pages and Twitter handles the main trend that was discovered was that the nonprofit organizations like to post pictures of the animals themselves. Sometimes there is a story going along with that picture or a link to a donation website. By posting these pictures itâ&#x20AC;&#x2122;s clear that they are not only showing off the animals that the organizations are protecting, but also attempting to pull at the heartstrings of possible donors. Both the San Diego Zoo and the World Wildlife Fund have very active Facebook pages where the organizations are constantly posting about causes that they have donated too and animals that they have saved. By posting pictures they are showing the importance behind the safety and livelihood of wild animals and are therefore promoting giving donations to the organizations. A secondary trend that was noticed was that the organizations like to post little quizzes and trivia in order to get the public involved in the conversation about certain causes that need help right now. These two main trends that were found on the social media pages of various wildlife nonprofits seem to be good and important opportunities for fundraising for the Rancho Las Lomas Wildlife Foundation because the sites not only raise awareness, but also create a conversation and raise funds. As of right now Rancho Las Lomas Wildlife Foundation lacks a big social media following and solely relies on its Facebook page for social media outreach. If it were to build up its Facebook following and create its own Twitter handle it would greatly benefit the foundation by utilizing free publicity more than it is currently. By incorporating these two trends talked about above together in a seamless way the organization would gain a bigger social media following and raise awareness about what theyâ&#x20AC;&#x2122;re doing at the Rancho Las Lomas Wildlife Foundation, therefore raising funds and providing the animals with better, more enriched lives.

Competitive Literature Analysis International: World Wildlife Fund Competitive Literature Introduction: World Wildlife Fund is a worldwide wildlife conservation organization whose mission is to conserve nature and reduce the most pressing threats to diversity of life on Earth. They operate in 100 countries and combine foundation and science. Website: Overall the World Wildlife Fund’s website is very visual and engaging. They have high quality photographs and it is easy to navigate. This is very important especially when the foundation is all about animals, which people love to see pictures of! Rancho Las Lomas needs to take advantage of its high quality photographs and exotic animals. Membership: World Wildlife Fund has membership opportunities where people can make a monthly donation and receive updates on wildlife news, etc. This is a good idea only for the super passionate person who really wants to make a difference in world wildlife protection. It seems as though it would be difficult for them to gain members because World Wildlife Fund is such a large organization that it would be easy for donors to feel lost and wonder where their money is going. This is something that would suit Rancho Las Lomas Wildlife Foundation better because of the organization’s small size. At World Wildlife Fund’s online website, members can “adopt” an endangered animal by purchasing a “kit”. The kits include stuffed animals and information about the species; they are available in different price ranges. This symbolic adoption is definitely something Rancho Las Lomas Wildlife Foundation could utilize. Something that Rancho Las Lomas Wildlife Foundation needs to improve on is creating long lasting relationships with its donors. Because of the foundation’s small size, it could send out monthly newsletters about the animal the donor adopted and send them special pictures and updates to make the donor feel more involved and help them see where their money is going.

Social Media: World Wildlife Fund is very active on social media, posting multiple times per day and with almost 900,000 likes on Facebook and followers on Twitter. Something that World Wildlife Fund offers on their Facebook page is a donation link where a user can click the amount they want to donate and it’s quick and easy. Rancho Las Lomas can use this tool to encourage donations and make it easy for donors to find the link to donate. All of World Wildlife Fund’s Facebook posts have pictures, which are good, but not all the posts have a call to action. This is something that Rancho Las Lomas isn’t doing well either – a call to action is crucial to gaining social media engagement. Events, Endorsements, Sponsorships: World Wildlife Fund’s biggest event that gains the most media attention and worldwide response is Earth Hour. Earth Hour is an hour where individuals, communities, and nations turn off their lights to show their commitment to helping the planet. This is an event that is too large scale to be applied to Rancho Las Lomas Wildlife Foundation; however, the foundation could take this idea and turn it into something beneficial for their local community in Orange County. World Wildlife Fund has had celebrity endorsements from names like Prince William and Prince Charles. Celebrity endorsements are huge for publicity. This would be a big opportunity for Rancho Las Lomas Wildlife Foundation, but it depends a lot on relationships and previous connections. World Wildlife Fund has partnerships with Avon and Coca-Cola. A huge campaign they did was when they had the polar bears on the Coca-Cola cans. This is a huge scale worldwide partnership that is too big for Rancho Las Lomas Wildlife Foundation; however, Rancho Las Lomas Wildlife Foundation could partner up with local businesses and schools to create mutually beneficial relationships and gain more support. Conclusion: World Wildlife Fund has great brand imaging and management. Their images and messages are consistent across all mediums. Once Rancho Las Lomas Wildlife Foundation establishes its website, the organization can create a consistent brand image that is separate from their sister event company.

Competitive Literature Analysis Santa Ana Zoo Competitive Literature Introduction: The Santa Ana Zoo is located in Santa Ana, Calif.. The Zoo was established in 1951 by Joseph Prentince. The Santa Ana Zoo is a well-established organization, with over 4,000 followers on Facebook and 3,000 on Twitter. They do not have an Instagram. The zoo definitely utilizes their social media and website to reach their markets. What can be found from looking at the Santa Ana Zoo’s literature is that there is a fine balance between fun and professional in the zoo business. They include bright colors and fun images, which are appropriate, but the content, quality and the format of the literature needs to be professional. It is very important to use social media and the website because when people research local zoo’s, that is where they will be brought. In the current digital age it is important to take social media just as important as hard copies of brochures, maps, and fact sheets. Different aspects of the Santa Ana Zoo will be discussed and this section will be included by discussing what Rancho Las Lomas Wildlife Foundation can implement. Website: The Santa Ana Zoo’s website is fun, but hard to navigate. It has a lot going on which makes it hard to focus and find the necessary information. They have a lot of different fonts, images, colors and sections. It is understandable where they are coming from, but sometimes less is more. They definitely need to scale back their attempt to give a fun atmosphere. The Santa Ana Zoo to Rancho Las Lomas’ website cannot be compared because they do not have one yet. The Santa Ana Zoo has the right idea, but they need to clean their image up. It gives off the image that they have a lot going on and they really care, but they also give the image that they are unprofessional. When there is so much on the page it seems as if they just threw everything together and called it a day. What is good is that they have all the important information in the top right corner which is easy to read. This is important for Rancho Las Lomas to do. It is important to have the necessary information on the home page, the rest can be found. It is also key to have tabs and organization. The overall image is that there is a lot going on, but it is also frustrating when trying to find things. Flyers, Brochures, Advertisements: The flyers and advertisements that the Santa Ana Zoo uses are fun, friendly, approachable and easy to read. One thing that differs between the Santa Ana Zoo and Rancho Las Lomas Wildlife Foundation is that RLLWF wants to try and be fun, while still keeping their upscale image. After looking at the Santa Ana Zoo upcoming events ads, it is clear that the organization uses bright colors, fun fonts, and lots of animal images. The issue with this is that the ads do not seem very professional looking. The ads look as if someone went onto a Word doc. and created the flyers. This may be fine for the Santa Ana Zoo, but for RLLWF, an organization that still wants to keep its upscale image, it will be important to make the ads look more professional. After looking through more of the Santa Ana Zoo’s literature, it is apparent that the things that were printed out and given to people are much more professional looking than the things the organization posts on social media or on their website. The brochure that is handed to people as they walk in contains the map and park info, portraying an excellent image of the organization. It is simple, uses fun colors, and is easy to read. It encompasses everything that a zoo should be.

Facebook: The Facebook is updated at least twice a week with pictures, ads for their upcoming events, other organizations that need help and so much more. The image the Facebook page promotes is a caring community. It engages its followers by uploading pictures with bios of the animals. They also seem very fun by making jokes and uplifting status’. A zoo is all about the family-friendly environment. When comparing the Rancho Las Lomas Wildlife Foundation Facebook page to the Santa Ana Zoo, they do not seem like they are lacking anything except for followers. One thing that the Santa Ana Zoo does on their Facebook is allow for people to comment and rate their experience. This can be great if the reviews are good, but bad if the reviews are negative. Looking through the reviews it seems that the the worst comments were just saying that there were too many monkeys. This seems rather ironic because the Zoo prides themselves as the “zoo of the 50 monkeys.” This is a tricky situation of how do they make it more clear that their focus is the monkeys without making those who criticize them for that feel dumb. This is a similar issue with RLLWF. How can Rancho Las Lomas separate the wildlife foundation from the event company when a certain image of the foundation has been set in place already? Overall after looking at the Facebook it is clear that the Santa Ana Zoo portrays itself as a place that a parent would want to bring their kids. Twitter: The twitter account for the Santa Ana Zoo is just as active as the Facebook account. They tweet every couple of days with fun facts, pictures, upcoming events and little tid-bits about the workers and animals of the zoo. The twitter account reflects the same image as the Facebook account. It is important for a zoo to seem professional, yet fun at the same time and the Santa Ana Zoo definitely accomplishes this. By updating the social media frequently, it shows followers that they take things seriously and want to interact with them. The content that they put in status updates is what brings the fun to the picture. By tweeting things such as “Happy Presidents’ Day! Enjoy your day off with an adventure at the Zoo. The Zoo is open regular hours, 10 am – 4pm,” they are making it very attractive to visitors. Conclusion: After reviewing the different aspects of the Santa Ana Zoo’s literature it can be concluded that the Rancho Las Lomas Wildlife Foundation needs to focus on professionalism, while still bringing in the fun. By using colors such as greens and browns, they give off the zoo atmosphere but the colors can still be portrayed in an upscale way. RLLWF also needs to consider having one person designated to creating professional social media updates with pictures and info. They have a professional wildlife photographer on staff, but they need a social media intern to work with her. If they are trying to keep the upscale image, they should not follow the trend of the Santa Ana Zoo by putting up ads that look like they were made in Word. Lastly, RLLWF needs to be active on their social media handles, but needs to make sure not overwhelm the followers with information.

Competitive Literature Analysis Wild Animal Sanctuary Website Analysis (wildanimalsanctuary.org) Introduction: The Wild Animal Sanctuary website provides thorough information on the organization and presents this information in a logical and clear manner. The colors and layout of the website is also consistent which gives the site credibility. Of course, the website could be improved in a couple ways, described below are some of the elements of the website that would be beneficial for Rancho Las Lomas Wildlife Foundation to adopt. Note: The website was the only thing analyzed from the Wild Animal Sanctuary because no other additional materials were available. Creating Stories: The Wild Animal Sanctuary does a great job of tugging at the heartstrings of online readers. The organization features stories of their animals on the front page of the their website. They include a photo and a brief story of each animal, and the readers can click the “read more” link, if they want more information. This is a great way to make people care about the organization and the animals that are part of it. Rancho Las Lomas Wildlife Foundation should definitely highlight the stories of its animals more than it already does. They should do this mostly online through the RLLWF website and on their social media handles. News: The Wild Animal Sanctuary website also has extensive information on current events and news surrounding the company. They have a page where they post information on their upcoming events. Additionally, they have a page that includes links to other news sources in which the organization is featured (Reader’s Digest, Animal Planet, MSNBC, Wall Street Journal, CNN, and more.) When Rancho Las Lomas Wildlife Foundation does begin to get more media coverage, it would be a good idea for them to highlight this coverage on their website so people can read about the organization from an outside source. This will give the organization more credibility. Under the “News” tab on the website, The Wild Animal Sanctuary also features all of their past newsletters. Rancho Las Lomas Wildlife Foundation does not currently send out a regular newsletter. It would be a great idea for them to start doing this, and for them to post all these newsletters online.

Ways to Help: The Wild Animal Sanctuary website has a tab that says “Ways to Help.” The organization has many ways in which people can show support, so they have several links under this tab. They include links to events such as “fun runs,” fundraisers, volunteer opportunities, as well as donation pages. As Rancho Las Lomas Wildlife Foundation develops its volunteer and donor programs, it will be important for them to have resources for these groups online. Celebrity and Notables Endorsements: The Wild Animal Sanctuary website has a page dedicated to endorsements by celebrities and notable people- of which include actress Jessica Biel, actress Edie Falco, and blues guitarist Keb’ Mo.’ Although, realistically, Rancho Las Lomas Wildlife Foundation won’t be able to get as high profile celebrity endorsements as The Wild Animal Sanctuary, the organization could create a page highlighting endorsements by high profile community members and visitors of the sanctuary. Additionally, they could highlight endorsements by high profile adults as well as children.

Competitive Literature Analysis Safari West Wildlife Foundation & Resort Introduction: Safari West is a resort, nestled in the mountains of wine country that allows guests to experience African wildlife. Safari West developed its own wildlife foundation dedicated to promoting conservation and environmental education to guests. This organization is fully accredited by the Association of Zoos and Aquariums. Website and Social Media: Safari West has a strong visual identity that is consistent across all platforms. Their website, social media pages, and print materials stay true to a distinct color palette and visual trademarks. Green, red, orange, yellow, and brown make up the corporate color scheme. A red and orange gradient is used on many print and online materials to replicate the look of a sunset on the african plains. Silhouettes of animals and african vegetation are visual elements often incorporated into various print materials. Unlike, the San Diego Zoo, Safari West avoids bright colors and stays true to its neutral color palette. A vibrant color palette is used in print materials for the San Diego Zoo to create kid-friendly tone. However, Safari West captures a high-end and sophisticated tone with its neutral color scheme and use of high resolution photos, rather than using cartoon caricatures of animals. Additional Materials: The only problem that Safari West faces in consistency, is its map and logo design. The design of the map appears childish, with bright colors that include a striking red and neon green. The logo also changes from material to material. The wildlife foundation website features a logo with two silhouetted giraffes, however, the print materials for the website feature a logo with a large sun and cheetah running. This inconsistency in color palette and logo can be confusing for readers and for an organization like the Rancho Las Lomas Wildlife Foundation it is extremely important to create a clear and consistent logo that will help show its credibility. Photography: High resolution photos are a key part of the content published on the Safari West Facebook page. Photographer B. Gillespie, is credited in many of the posts. These photos make the organization appear professional and scientifically reputable. Photos allow followers to get an up close and personal look at animals for educational purposes. The San Diego Zoo often uses cartoon icons to identify animals for children. Yet, Safari West is still able to appeal to children with its photographs without losing its sophisticated tone and reputable status as a high-end resort. T

Donor Programs: Safari West offers donors the incredible opportunity to adopt an animal. Once an animal is chosen, and the donation made, donors receive a photograph and information packet about the animal in particular. Rancho Las Lomas Wildlife Foundation could capitalize on this idea, considering many photographers are on the premises to capture images of weddings and events. Education Plans: In order to position itself as an educational facility, Safari West has released printed lesson plans that focus on topics such as endangered animals, taxonomy, and biochemical cycles. A standard design is used on each one of these lesson plans. Neutral browns and beiges create a classic and professional look. Conclusion: Similar to Safari West, Rancho Las Lomas Wildlife Foundation would benefit from sticking to a neutral color palette of earth tones in order to maintain its sophisticated high-end image. Print material for lesson plans could be uploaded to the website as tools to recruit potential visiting schools and position itself as an educational facility. Rancho Las Lomas must also develop a strong logo that will identify the wildlife foundation as a separate identity from the event venue.

Competitive Literature Analysis Rancho Las Lomas Wildlife Foundation Introduction: Located in Silverado, Rancho Las Lomas Wildlife Foundation (RLLWF) is a non-profit focused on creating the best home possible for the animals that inhabit the property. The Rancho Las Lomas Wildlife Foundation is Rancho Las Lomas’ sister organization. While the wildlife foundation has only been around for about a year, it must be differentiated from the events company that has been around for many years and is wildly successfully. The communication materials for the wildlife foundation itself are quite sparse, including a fact sheet, map of the property, donation form, postcard and a couple of fliers for an event, as well as a Facebook page with a small following. After looking through the materials it becomes clear that they are inconsistent with not only their message that they are trying to convey to people, but also their formatting throughout the materials. The client could improve its literature by creating a solid theme throughout all of their communication materials. Focusing specifically on the formatting this includes the same font, same sizes with headers, sub-headers and content and a constant color theme that goes along with the message and brand. When talking about the content itself the organization also needs to get away from the idea that the foundation is an “open air museum” and use different wording that shows a focus on the animals’ livelihood and well being. In addition, the organization should also create its own website, Twitter and Instagram account, as well as build up its Facebook following. RLLWF Fact Sheet and Donation Forms: As of right now the Rancho Las Lomas Wildlife Foundation positions itself in an incorrect light. The position that they are putting themselves currently caters to the same elite class as the Rancho Las Lomas event company targets, while what they should be targeting are schools, parents, volunteers and future donors. In both the fact sheet as well as the donation form, RLLWF calls itself an “open-air museum,” which makes it sound entirely like something that it is not. In all the communication materials besides the RLLWF Facebook page it is difficult to differentiate the foundation from the events company, creating confusion for their target public. By improving and reconstructing the content of the materials the client will be able to reposition itself as a non-profit organization that really needs support and donations, rather than a thriving events company. Overall after looking through the communication materials it becomes clear that the client needs to create a connection between each piece of material so that they match up and will convey one idea and image to the target publics. Throughout all of the communication materials the client does a relatively poor job in conveying a clear message through the look and style of the materials themselves. The first impression after looking through them is that they don’t really have a great idea of how to break the foundation away from the events company. With similar fonts to the Rancho Las Lomas event company booklets being used as well as pictures and content it creates an unclear picture of how the organization wants to be looked at. The photographs and images that they utilize for the materials do show the animals that can be seen on the property, but they should think about showing pictures of kids near the animals and of events that the foundation put on. After looking through the materials it became rather confusing as to what they want to convey to the reader. Once they line up their mission, their content and their visuals, they will be able to create the proper image for themselves putting them in a position to be seen as a Wildlife Foundation contributing to the well-being of their animals.

RLLWF Zoological Garden Map: The client provided a copy of the map that they pass out to guests that want to view what they call the “zoological garden”. The map is cluttered, hard to read and upside down, creating an image that is extremely difficult to understand and is not kid-friendly. The content itself that they provide on the map is a brief page on the back talking about the “experience” that they provide and a mission, which does not match up with the mission that they have on their fact sheet. Again, this reiterates the confusion that has arisen after looking through the communication materials, and shows how the organization needs to realign its image and reposition itself to cater to the correct target publics. RLLWF Event Fliers: The client provided two event fliers for their “Christmas in the Cages” event that they held in December of 2013. At first glance, the two fliers say to readers that there is an event at Rancho Las Lomas, and it isn’t until reading past halfway down the page that the reader would realize that it is actually for the Rancho Las Lomas Wildlife Foundation. This goes along with the theme throughout the client’s communication materials that they need to break away from the event company and differentiate themselves as their own organization. The look of the fliers themselves are also hard to read, with the font changing throughout the page and the RLLWF logo being at the very bottom. Rather than conveying one specific clear image to the reader, they are making it harder for themselves than necessary and preventing themselves from being as successful as possible. RLLWF Facebook Page: While the RLLWF Facebook page is probably the best communication material they have out there right now, they need to remember to keep it fun, but still professional. While it is extremely important to post often, they need to make sure to not post too much and therefore overwhelm their followers with content. Their photographs that they post align perfectly with the image that they have conveyed to us personally, but they need to make sure to manage their page in a way that will not make followers want to unfollow them. What they need to work on now is the content of the posts so that they come out in an attractive, easy to read format.

Preliminary Analysis of Publics 1. Past donors, clients and volunteers 2. Orange County parents of students between the ages 5-14 3. School administrators at O.C. private and public schools 4. National organizationsâ&#x20AC;&#x2122; Orange County chapters such as Boy Scouts, Girl Scouts, 4-H Club, Pony Club, YMCA, etc. 5. Boosters/Parent Involvement groups at O.C. schools 6. YMCAs in O.C. 7. Local O.C. summer camps 8. Religious Affiliations such as Sunday School in O.C. 9. O.C. high school and college students who are interested in volunteering 10. Sororities and Fraternities at O.C. Colleges/Universities 11. University administrators at OC schools 12. Sponsored fitness events (example: O.C. Marathon) 13. Arts and culture foundations in O.C. 14. Current donors 15. Potential donors

Part 5: Bibliography

Bibliography “Orange County Birds of Prey.” Focusing on Wildlife. Web. 17 Feb. 2014. <http://focusingonwildlife.com/news/orange-county-california-birds-of-prey/>. “A Field Trip at Safari West Enriches Your Students’ Learning Experience." Safari West. N.p., n.d. Web. 17 Feb. 2014. “About.” Orange County Bird of Prey Center. Web. 17 Feb. 2014. <http://www.ocbpc.org/>. “Africa On the Mendocino Coast." B. Bryan Preserve Point Arena, California. N.p., n.d. Web. <http://bbryanpreserve.com>. “Annual Holiday, Jungle Bells, At San Diego Zoo." Blogs.sandiegozoo.org. N.p., n.d. Web. 17 Feb. 2014. <http://blogs.sandiegozoo.org/2013/12/13/annual-holiday-celebration jungle-bells-at-san-diego-zoo/>. “Best Zoos and Aquariums in Orange County.” CBS Los Angeles. Web. 17 Feb. 2014. <http://losangeles.cbslocal.com/top-lists/best-zoos-and-aquariums-in-orange county/>. Bohn, Ken. "Zoos Give Hospitalized Kids a Wild Distraction." East Valley Tribune. N.p., 8 Feb. 2014. Web. 17 Feb. 2014 <http://www.eastvalleytribune.com/life/pets/article_0b747940-8de0-11e3-be6e 0019bb2963f4.html>. “Calendar of Events." Safari West. N.p., n.d. Web. 17 Feb. 2014. <http://www.safariwest.com/calendar/>. "Call to Take Selfies for National Sweater Day campaign." Canada.com. N.p., n.d. Web. 17 Feb. 2014. <http://o.canada.com/life/take-selfies-for-nationalsweater-day-campaign/>. Green, Emily. "3 Non-Profits Who Shine on Social Media."Brandwatch. International House, 27 03 2013. Web. 16 Feb. 2014.<http://www.brandwatch.com/2013/03/3 examples-of-non-profitswho-shine-on-social-media/>.

“History of the Three Ring Ranch Exotic Animal Sanctuary.” History of the Three Ring Ranch Exotic Animal Sanctuary. N.p., n.d. Web. 17 Feb. 2014. <http://www.threeringranch.org/about.html>. “Home.” International Exotic Animal Sanctuary. N.p., n.d. Web. 17 Feb. 2014. <http://www.bigcat.org/>. Kaufman, Karol. "Wild Animal Sanctuary." Reader's Digest. N.p., July 2007. Web. 17 Feb. 2014. <http://www.rd.com/advice/wild-animal-sanctuary/>. "News Archive | WildAnimalSanctuary.org : America's Premier Sanctuary For Large Carnivores." News Archive | WildAnimalSanctuary.org : America's Premier Sanctuary For Large Carnivores. N.p., n.d. Web. 17 Feb. 2014. <http://www.wildanimalsanctuary.org/news/newsarchive.html>.

Social Media https://www.facebook.com/worldwildlifefund https://www.facebook.com/SanDiegoZoo https://twitter.com/sandiegozoo https://twitter.com/World_Wildlife

“OC Zoo Christmas.” OC Parks. Web. 17 Feb. 2014. <http://ocparks.com/civicax/inc/blobfetch.aspx?BlobID=31219>. “Santa Ana Birthday Party.” Santa Ana Zoo. Web. 17 Feb. 2014. <http://www.santaanazoo.org/newseveg.htm>. Scott, Sam. "Thanksgiving in the Wild." The Press Democrat [Santa Rosa] 24 Nov. 2011: n. pag. Web. <http://www.pressdemocrat.com/article/20111124/articles/111129763>. The Independent. Independent Digital News and Media, n.d. Web. 17 Feb. 2014. <http://www.independent.co.uk/voices/comment/worldleading-conservationists-join together-to-put-a-stop-to-illegal-wildlife-trafficking-9123981.html>. "The National Humane Education Society -Peace Plantation Animal Sanctuary." The National Humane Education Society -Peace Plantation Animal Sanctuary. N.p., n.d. Web. 17 Feb. 2014. <http://www.nhes.org/sections/view/59>. "US Cracks down on Illicit Ivory Trade to Protect Africa's Threatened Elephants." Theguardian.com. Guardian News and Media, 11 Feb. 2014. Web. 17 Feb. 2014. <http://www.theguardian.com/world/2014/feb/11/illicit-ivory-trade-protect-africa elephants-us>. "U.S. Declares Iceland in Defiance of Global Trade Ban on Whale Products." ENews Park Forest. N.p., n.d. Web. 17 Feb. 2014. <http://www.enewspf.com/latest news/science/science-a-environmental/49934-u-s-declares-iceland-in-defiance-of global-trade-ban-on-whale-products.html>. Witchell, Nicholas. "Princes Charles and William 'unite for Wildlife'" BBC News. BBC, 02 Sept. 2014. Web. 17 Feb. 2014. <http://www.bbc.co.uk/news/uk-26106137>.

Thank you to Christopher Trela,

Julie Stoddart, Jeannie Lawrence, Brett

Lawrence, and the Rancho Las Lomas

Wildlife Foundation Staff