New Media Proposal for Wetlands International

Strategic Communication & New Media

SKE Agency

TABLE OF CONTENTS
I. Executive Summary

II. Situation Analysis

3-11
Company History 3

Industry Profile










3-4

Competitive Analysis








4-6

Target Audience









6-8

Key Brand Issues









8

Timing Considerations








8

Web Presence Audit









8-10

SWOT











11
III. Objectives
11
IV. Strategy, Tactics & New Media 12-15

Media Mix










12

Online Advertising









12-13

Blog











13

Email











13-14

Online Video










14

Social Media










14-15

Media Timing










15
V. Budget & Calendar 15-16

VI. Conclusion 17
VII. Bibliography 18-19

I. EXECUTIVE SUMMARY
Wetlands International is an international organization that is dedicated to the protection
and conservation of the worlds wetlands. Since its inception in 1937 as a general environmental group, this organization has evolved in its focus and completed many projects in the
realm of wetlands protection in locations spread throughout the world. The organization recently rebranded and refined its mission in the hopes of gaining more support in the form of
donations and interested volunteers both in the public and private sectors. Wetlands International of Panama is looking to increase its influence over Panamas wetlands that are currently in danger of facing deterioration at the hands of developers that are expanding their
business in Panama. The organization faces competition from other environmental groups
and nonprofit causes that all vie for the resources and support of donors, and is therefore in
need of a strategy for persuading individuals, businesses, and governmental groups of the
importance of partnering with Wetlands International to conserve the wetlands.
The segment of the Panamanian population that was determined to be the best option for
the target audience of Wetlands Internationals digital marketing plan is small to mediumsized enterprises (SMEs) in Panama. Due to the allure of Panama as a hub for expanding
businesses, SMEs are growing in number and in influence. These types of businesses have
shown to be a valuable constituency for environmental groups to target because they are
generally cooperative with the idea of sustainable development. The partnership of SMEs
is also paramount to the protection of the wetlands since these groups account for a large
portion of the potentially harmful development that stands to threaten the health of the wetlands.
In order to persuade groups such as SMEs to support Wetlands International, the organization will need to address some of the key branding issues that it faces, as well as formulate a
unified and strategic digital marketing plan moving forward. Now that the organization has
rebranded, it needs to address its brand fragmentation that is evident in its web presence.
Among others, some of the more prevalent issues with Wetlands Internationals digital marketing tactics that should be addressed include simplification of the central website and its
peripheral links for the regional offices, more visual and compelling content on the brands
social media accounts, and more frequent content updates in dormant accounts.
In addition to revising Wetlands Internationals current web presence, this organization will
benefit from introducing a digital marketing campaign utilizing a $10,000 budget that will be
allocated between social media marketing, preroll video advertising, online CPC ads, and
an email marketing campaign all targeted at SMEs in Panama. Through this budgeted plan
that will take place starting on January 1, 2016 and culminating on December 31, 2016, Wetlands International will hopefully be on its way to increasing its exposure and support in Panama, and thus have an increased capacity to do what it exists to do save the wetlands.

II. SITUATION ANALYSIS

Company History
In 1937 Wetlands International was known as the International Wildfowl Inquiry. Originating
from the British Section of the International Committee of Bird Preservation, this organizations
goals centered on the protection of waterbirds. In 1954, the International Waterfowl &
Wetlands Research Bureau (IWRB) was created from the International Wildfowl Inquiry to
protect wetland environments, preserve the biodiversity of species and encourage sustainable development and infrastructure in wetland areas. In 1995, the IWRB joined forces
with the Asian Wetlands Bureau and Wetlands for the Americas to form a new organization
known as Wetlands International. In 2008 Wetlands International started an office in Panama
adding to its 15 offices around the world.1 Last year, Wetlands International further prepared
for growth by rebranding itself emphasizing a new mission to safeguard and restore
wetlands for people and nature.1

Industry Profile
Wetlands International is in the businesses of raising awareness, garnering support, collecting
donations, increasing volunteerism and soliciting corporate partnerships, as all are essential
to protect the wetlands. Wetlands International is a part of the nonprofit industry which includes nonprofits that specialize in environmentalism and conservationism, humanitarian aid,
safety and protection of children, museums, schools, public health, elimination of hunger,
homelessness, disease prevention and many others.2
Although the specific client is the Panamanian subgroup of Wetlands International, the
overarching organization is global, and thus may receive resources from people in countries
around the world. Charities Aid Foundation recently conducted a study of people in 140 different countries around the world and assigned each nation an overall World Giving Index.
Studying the rankings of countries in this list gives valuable insight into the status of and main
players in the global industry of giving, which is the lifeblood of a not-for-profit organization
like Wetlands International.
The data shows that a nations GDP is not necessarily a sure predictor of that nations propensity to give.3 For example, only 20% of countries identified as falling in the World Giving Index Top 20 are concurrently identified as G20 countries (representing the 20 largest national
GDPs in the world).3 Instead of the top of the World Giving Index being dominated by solely
wealthy, developed nations, trends from recent years World Giving Index reports indicate
that the more and more of these leaders are countries with transitioning economies. This
means they are moving from undeveloped more in the direction of becoming a developed
country, but are not quite there yet.3 Currently, Panama ranks 46th in the World Giving Index.
In the relevant categories of volunteering time and donating money, Panama weighs in

at 29th and 35th in the world, respectively. The report indicates that 31% of the population
spends time volunteering and 37% donates money to causes they are passionate about.3
Furthermore, Panama Guide indicates that various conservationist groups and legislation
function to keep the country an environmentally conscious nation.4
Some of the largest and best known of such environmental groups that are international
include Conservation International, Greenpeace, The Nature Conservancy, Wildlife Conservation Society, and World Wildlife Fund.5 These groups can both augment and detract from
the resources that come to Wetlands International (and, ultimately, Wetlands International
in Panama). In Panama environmental organizations purposes vary slightly from group to
group but encompass causes such as promoting sustainable development, preserving biodiversity and protecting the environment and wildlife.6

Competitive Analysis
While Wetlands International faces competition from other global and local nonprofits that
represent various causes, its most immediate competition can be identified as other nongovernmental environmental organizations located in Panama that seek to accomplish
similar goals as Wetlands International. It is these organizations that are most directly in
competition with Wetlands International Panama to earn the time, money and support of
environmentally-minded individuals and, perhaps more importantly, decision makers in the
Panamanian government. The three main organizations that fit this description and thus represent potential competition for Wetlands International Panama are the National Association
for Nature Conservation (Asociacin Nacional para la Conservacin de la Naturaleza, ANCON), the Foundation for the Conservation of Natural Resources (Fundacin para la Conservacin de los Recursos Naurales), and the Panamanian Center for Research and Social
Action (Asociacin Centro de Estudios y Accin Social Panameo).
ANCON has worked to promote environmental awareness and protection since 1985 when
a group of businesspersons, scientists and community leaders joined forces to create the
organization. ANCONs mission is similar to Wetlands International as it seeks, to conserve
Panamas biodiversity and natural resources so that present and future generations can benefit from them.7 The group primarily operates through partnerships with both Panamanian
and international organizations, universities and schools, businesses and local populations to
carry out various programs and projects that protect features of Panamas environment. The
organizations website indicates that the ANCON office recently experienced a fire that has
proven to be a setback in the groups projects and communication, but the ANCON Facebook page serves as a source of information to interested parties about ongoing environmental efforts.8

Panamas Foundation for the Conservation of Natural Resources was formed in 1991 and has
focused its efforts on managing projects and funds that encourage conservation of Panamas environment as well as sustainability in development. This organization stands out for
the number of partnerships it upholds with private sector organizations and businesses. Working with these other non-governmental entities in conjunction with their corporate
social responsibility efforts, the Foundation for the Conservation of Natural Resources has
been involved in over 200 projects related to some of the most vital watershed areas in Panama.9 In addition to teaming up with private sector organizations, this group identifies many
governmental groups, international agencies and other nonprofits as affiliates, creating a
strong and diverse network of support for the organization. The organization also facilitates
sustainable development and safeguards both existing and future natural resources.
The Panamanian Center for Research and Social Action encompasses multiple areas of
focus. Its goals revolve around sustainable development, gender and development, democracy and citizenship, management and institutional development. While the sustainable
development arm of this organization is what makes it comparable to Wetlands International, it attracts a diverse set of supporters, both governmental and private due to its extensive
cause list. This organizations sustainability efforts are unique in that they are geared not only
toward sustaining the environment, but also toward sustaining the livelihood of populations
affected by environmental degradation. One of this organizations goals is to curb environmental deterioration through the proper education of people on how to use the land and
be financially stable while not exhausting Panamas bounty of resources by cutting corners in
production techniques.10
Within this arena of environmental organizations in Panama, Wetlands International can be
seen as competitive in some ways and not as much in others. Wetlands International (both
in Panama and in the context of the global organization) is unique in comparison to other
environmental groups as it is the only global not-for-profit organization dedicated to the
conservation and restoration of wetlands.1 With this specialized approach to restoring the
and revitalizing wetlands areas, Wetlands International has a unique value proposition to
work with, distinguishing it from a host of other environmental/conservation. By persuading
the right target audience, the organization can have the capability of achieving its vision of
a world where wetlands are treasured and nurtured for their beauty, the life they support
and the resources they provide.1
Wetlands International in Panama specifically has increased competitive potential due to
the wealth of natural resources in Panama. Furthermore, wetlands conservation in Panama
had a great victory on February 2, 2015 when the Bay of Panama wetlands were brought
under governmental protection as directed by Panamanian president Juan Carlos Varela.11

This area is comprised of a sensitive and complex network of mud flats, freshwater pools,
mangrove forests, estuaries, swamp forests and coastline that has historically suffered abuse
from the progression of development and a lack of environmental concern from expanding
businesses. This public declaration of protection, may prove to increase the visibility,
relevance and competitiveness of Wetlands Internationals purpose in the eyes of Panamanian businesses and other groups that can be persuaded to care about wetlands conservation.

Target Audience

General Profile
Panama City has become a hub for multinational business ventures especially in regards to
logistics, mining, technology, telecommunications and tourism. Interestingly enough, one of
the largest contributors to this growth in business is the increase of small to medium size enterprises (SMEs) in Panama.12 (In Latin America and Europe, small to medium size businesses
are called SMEs.) SMEs in Panama traditionally employ less that 250 people, making up 72%
of Panamas total employment share and providing for 60.12% of the total GDP.13 American
and European SMEs are flocking to Panama, particularly to Panama City, due to the financial aid the Panamanian government has afforded them. Foreign SMEs receive corporate
tax incentives, individual tax incentives and both foreign and Panamanian SMEs receive
special financing from Panamanian banks whose sole purpose is aiding SMEs.12
SMEs are no stranger to corporate social responsibility especially in the modern economy
where and astounding 83% of consumers think companies should support charities and
nonprofits with financial donations.14 Furthermore in most countries, authorities have given
special attention to promoting awareness of CSR in the SME sector.15 Additionally, studies
show that SMEs care more about environmental policies and partnering with charities in their
communities. Targeting these SME business owners who already value CSR will be essential
to Wetlands International increasing partnerships with SME businesses that will lead to higher
donations and more volunteers. Partnering with Wetlands International will also be a sustainable choice for international SMEs because of its global reach.
Psychographic
TravelTown, founded by Sasha Miller and Tom Voorhees, began as two person travel agency
in Europe and moved to Panama City to increase its leverage in the international tourism
market. Miller and Voorhees learned that Panama City was the best place for their familyfriendly tourism agency to become successful, with the citys great financial incentives including lower office rental prices and corporate tax cuts.
After moving their business to Panama City and hiring 10 employees, they have been looking
to partner with an environmentally friendly charity in the area. As no strangers to CSR, they

value the importance that CSR has for their clients and employees. With the environment
as a cause that their clients and employees care about the most, they are looking to make
monetary donations to the charity of their choice and to volunteer monthly for the organization.
On a day-to-day basis Miller spends most of her time communicating with their clients via
Gmail. She is constantly scanning local wholesale rental home websites and gathering trip
information from local excursion vendors. Voorhees on the other hand is constantly moving
around Panama City, checking the local news on his smartphone and reloading his United
Airlines mobile application to make sure that his clients are arriving on time. On the way to
the airport he snaps a picture of the Panamanian sky line and uploads it to TravelTowns
Facebook and Twitter account. While waiting in the car at the airport, he checks TravelTowns Yelp page to monitor their feedback from the last families stay. At last, the Thompson
family arrives so Voorhees grabs their luggage and drives them off to their rental flat in the
heart of Panama City.
Media Usage
Media usage for SMEs largely revolves around business applications that they can use to
garner new customers at the most feasible price. Social media is one of those tools that has
become crucial for SMEs to attract new customers, with an average of 61% of SMEs attributing it to helping them gain consumers.16 On top of that, 94% of SMEs are using social media
today for marketing purposes.16 Facebook tends to be a highly used social media channel
for these companies with 50% of SMEs having their own Facebook page.17 An additional
26% of SMEs use Twitter, however it is most often used as a way to learn about industry news,
especially for entrepreneurial SMEs.17 Around 57% of entrepreneurial SMEs also use LinkedIn
as a way to leverage investors and contacts.18 Eighteen percent of smaller local businesses
tend to use Google Plus as a location service for their businesses.18 In terms of social media,
SMEs are starting to turn to content managing systems as well as content monitoring systems
to help them track their social media voice.
Brand websites are yet another place where SMEs spend a majority of their time with 88.6%
of SMEs using their websites daily as a marketing tool.19 SMEs have also begun expanding
the websites to build mobile friendly versions, allowing customers to access their companys
information on the go. Furthermore, optimizing brand websites is what 20% of SMEs believe to
be an effective media strategy.19
SMEs are also using mobile application to better their business functions in terms of tasks,
times and communication. Fifty-five percent of SMEs today are using apps such as Google
Docs and TSheets.20

Key Brand Issues

Wetlands International in its entirety is fragmented. With 16 different chapters around the
globe, a synchronized message has been lost, literally, in translation. This fragmentation becomes even more noticeable when blanket searches for environmental wetlands charities
are done.
In a top 100 list of wetlands charities from World Organization, Wetlands International is nowhere to be found. More importantly, Wetlands International is not registered as a charity
on charity rating websites such as The Charity Navigator, the Serious Givers Charity Check or
Charity Watch. The Charity Navigator alone ranks over 7,800 charitable organizations. With
this lack of publication, donors will lose trust that Wetlands International is a fiscally sound
organization that is in fact doing what it promises.

Timing Considerations
It is important to note that 37% of the people living in Panama have give money to charities
annually and 31% of people living in Panama volunteer in Panama.3 Therefore, during this
campaign advertisements will run more frequently three months before the holidays to increase donations and will run after the holiday season to increase volunteerism,
especially around environmental awareness days.

Website
Current State
The Wetlands International
website has flaws in design,
usability and navigation. In
terms of design the sites
responsive nature still gives
way to a large gray border
when it is stretched to its
full potential and is too text
heavy. In terms of usability,
there is not an allocated
positioning of importance of
press releases and information. Furthermore, certain
buttons on the site are not
clickable. The navigation on
the website is cluttered and
issues too many drop down

Wetlands Internationals Panama Website

options that lose site of main goals like getting donations and increasing volunteers.
Improvements
For improving its design, Wetlands International should increase the amount of powerful images with bold graphics and colors. Additionally, Wetlands needs to decrease the amount
of text through categorizing what text is most important. Improvements in usability can be
made through creating queries that organize the sites information by date, time and relevance. The usability portion should also improve its translator for international users. The
navigation on the Wetlands International site could be improved by simplifying drop down
menus by categorizing tabs and options by their importance to Wetlands as a whole.

Facebook
Current State
The Facebook account for Wetlands International currently shows a lack of focus, with sporadic posts and pictures. There is also no interactions between the Wetlands account and
their followers, revealing a disinterest in followers. Furthermore, information directly relating to
Wetlands International, what it does and who it benefits is lacking on their page contributing
to confusion about who exactly Wetlands International is.
Improvements
Facebook is a very important tool to reach businesses and consumers because of its overwhelming use by people around the world. In order to better the Wetlands International
Facebook page it will be imperative to create synergistic posts that relate directly towards
the environment and display moving images of the Wetlands. It would also be beneficial to
create a Panama Wetlands International page as a way to post exclusive photos and videos of the Panamanian wetlands, volunteers and more. This would also provide an outlet for
the Panama chapter to post Panama specific information that is necessary for businesses to
know about.

LinkedIn
Current State
Wetlands Internationals current LinkedIn site is private, which forces LinkedIn members to
request membership as opposed to being allowed to follow the page organically. Despite a
good overview on what Wetlands International is, without giving the public access to interact directly with the LinkedIn page, their page is useless.
Improvements
Attracting SMEs is imperative to increasing donations and volunteers for Wetlands International, but in order to do this LinkedIn will be a heavily used medium. Therefore, the LinkedIn
page needs to be made public to allow followers to show their support to the organization
and its mission.

Wetlands Internationals Facebook

YouTube
Current State
The Wetlands International YouTube channel does have regular content on it, instead posts
vary in time and content. The current videos are also in both English and Spanish with subtitles for both languages. There is also a link to the Wetlands International site on their YouTube channel.
Improvements
Wetlands International needs to increase video content on YouTube through promoting
stunning and moving videos that cater towards business owners and educating civilians.
Wetlands can also upload more consistent YouTube videos and shorten their length to get
strong concise messages across to all audiences.

Twitter
Current State
As of now, Wetlands International is organized by regions and countries on their Twitter,
however similarly to their Facebook page, they show no two-way communication with their
followers.
Improvements
Posting more content that is valuable to SMEs will be imperative for Wetlands International.
Through incorporating hashtags about special holidays like Earth Day, and creating more
two-way communication and conversations with their followers Wetlands International will
increase followers.

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SWOT
STRENGTHS
Unique mission and vision in comparison
to other local and international environmental groups
Specific focus on wetlands can be used
as a selling point and differentiator from
the perspective of potential donors and
partners both public and private
Wetlands International Panama is part of
a network of 16 different Wetlands International offices throughout the world, which
serves to increase the organizations exposure, visibility, and credibility1
Have a longstanding history of completed projects related to biodiversity, disaster
risk reduction, water security, greening the
economy, and climate mitigation1
OPPORTUNITIES
Renewed attentiveness to the wetlands
may be developing, as evidenced by the
protection of the Bay of Panama on World
Wetlands Day in February 20158
Rebranding in 2014 that introduced a
newer, updated logo and revamped image and mission
Wealth of biodiversity with Central America as home to 7% of the entire worlds
biodiversity while only occupying 0.1% of
the planets surface area1

Marketing Goals

WEAKNESSES
Low visibility and web presence to the
outside observer
Not included in websites that aggregate
lists of environmental organizations in Panama
Shortfalls in its SEO strategy
Website for Wetlands International and
Wetlands International Panama site are
redundant, arduous and confusing to
navigate, text-heavy, and generally
appear to be stagnant and not indicative
of a dynamic and innovative organization

THREATS
Developers who have the financial incentive to cut corners in relation to environmental preservation
Funding and support (especially governmental support) of other non-profits
around the globe
The national income disparity with 40% of
Panamas population controlling12% of the
nations wealth while 20% of the population that earns over 50% of the wealth in
Panama12

III. OBJECTIVES

Increase revenue of Wetlands International by 5-10% through partnerships with SMEs

Advertising Goals

Increase awareness of Wetlands International by 10-20%

New Media Goals

Increase online visibility and reputation of Wetlands International

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Overall

IV. STRATEGY, TACTICS & NEW MEDIA MIX

The strategy for Wetlands International is to use different digital media buys in order to reach
the goals of increasing revenue, awareness and visibility. Email marketing, Pay-Per-Click advertising, preroll videos, social media and blogging will be used in order to accomplish these
objectives.

Media Mix

2016 Media Mix

0%

2%
5%

Email Campaign
20%

Online CPC Adver7sing

Preroll Video Adver7sing

53%

20%

Social Media Marke7ng

Blog
Con7ngency Budget

Justification
In order to reach our Marketing, Advertising, and New Media goals, we will use various
forms of nontraditional and digital marketing in order to reach our primary target audience.
Through marketing and advertising efforts, Wetlands International will become a resource for
small to medium sized businesses in Panama for helping save and preserve the environment
and still being able to run a successful business.

Online Advertising
Strategy
With 61% of global internet users research a company or product online, Wetlands International use several forms of online advertising in order to attract our target audience, including Pay-Per-Click advertisements, Search Engine Optimization and Search Engine
Marketing.21

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Tactics
Wetlands International will place pay-per-click advertisements on influential websites that
small to medium sized businesses frequent. The company will use geotargeting as well in
order to strategically place advertisements to specific companies. Ads will be placed on
wholesale tourism sites that tourist agencies frequent. They will also be placed on trade publications for technology, telecommunications and Panamanian business. Wetlands International will use SEO by working on the coding of Wetlands Internationals Panama website in
order to have better responses to searches and attract new visitors to the webpage. SEM will
be used in search engines like Google and Bing in order to attract visitors to the Wetlands
International Panama website who are already searching for and interested in saving and
conserving the Wetlands through keyword searches. Keywords will include such phrases and
words as Wetlands International, Charities in Panama, Volunteer in Panama, Conserve, Panama, Environment. The keyword Donate will not be used because it is one
of the highest bid on words, at over $42 a click.
Measurement
Google Analytics will be used to measure click-through-rates, site visits and website traffic.

Blog
Strategy
According to hubspot.com, Marketers who have prioritized blogging are 13x more likely to
enjoy positive ROI, so Wetlands International Panama will have its own exclusive blog.22
Tactics
The blog will be updated monthly by Wetlands staff who will share stories about positive
community partnerships with local SMEs. The blog will be for Panamanian visitors specifically;
so local businesses can stay up-to-date on local projects and updates. The blog will be available in Spanish and English.
Measurements
The popularity of the blog will be tracked through metrics including the blogs pageviews,
unique visitors, comments, likes, links and shares.

Email

Strategy
In 2014, email marketing was cited as the most effective digital marketing channel for
customer retention in the United States.21 Email marketing with be implemented in the
campaign in order to encourage SMEs to partner with, donate to or volunteer for Wetlands
International.
Tactics
In order to retain current partners, donors and volunteers emails will be sent out weekly in a
newsletter. This newsletter will update businesses on new projects, explain how they can get
involved and donate, as well as links to the website and all social platforms. There will also

13

be a calendar sent out with volunteer opportunities. An email marketing software, Constant
Contact, will be used with a non-profit discount of 20%, which would make our total $192 for
the whole year campaign.
Measurements
The emails will be measured by looking at the delivery rates, open rates, click through rates
conversion rates (based on donations or partnerships) and unsubscribe rates.

Online Video
Strategy
Short promotional video advertisements will inform SMEs how they can get involved with Wetlands International in Panama. The videos will be placed as preroll ads on YouTube, as well as
on the companys personal YouTube page.
Tactics
Sponsored video ads will inform viewers, rather than seem like an advertisement. The ads will
have the Wetlands logo in the bottom right corner, as well as the companys website link to
encourage businesses who are interested in the topics to learn more. By putting the logo on
the ad, even if the ad is skipped, the Wetlands International logo will still receive impressions
within the first 5 seconds. Video ads will be placed before business how-to videos and news
videos on channels such as Social Media Add, Start and Grow Your Business and EuroNews.
Measurements
The ads success will be measured by the number of views the channel the ad is placed on
receives. The number of views of the ad on the Wetlands Internationals personal YouTube
page will be taken into consideration as well.

Social Media
Strategy
Wetlands International will have social platforms for Facebook, Instagram, LinkedIn, Twitter,
and YouTube for the Panama office exclusively. Boosted posts will be implemented on LinkedIn and Facebook.
Tactics
All social platforms will be linked so that visitors can easily visit each correct page for Wetlands International Panama and will be updated daily or weekly with photos, posts and
videos to consistently inform local businesses. The hashtag #WetlandsIntlPanama will be
the master hashtag that followers can get news and information from. LinkedIn posts will be
boosted with CPM for the first half of the year to increase awareness of Wetlands Panama
and CPC during the second half to encourage click throughs to the Wetlands Panama site.
Facebook posts will be promoted with CPC throughout the year with calls to action like become our community partner.

14

Measurements
All social channels content will be measured by the growth in followers, as well as the number of likes, shares, tags, impressions, click throughs and comments.

Media Timing
Justification
The campaign will last one full calendar year from January 1st to December 31st, 2016. Because there are many companies and organizations that advertise online, Wetlands International will divide its advertising to heavy, medium and light months.
March, April, August, September, and October will have heavy digital marketing efforts due
to the weather, international holidays, and competitor advertisers. In March, there is World
Water Day on the 22nd, and Earth Hour on the 28th. April 12th through the 18th is volunteer
week, and the 22nd is Earth Day. Advertising during these months will attract people to Wetlands International and their efforts. May, June and July will have medium digital marketing
efforts, since the weather is still nice and people enjoy spending time outside, often volunteering. June 5th is also World Environment Day as well.
Because of cold weather and the competitive holiday season, November, December,
January and February will have light advertising efforts. February 2md, however, will have
heavier advertisements because it is World Wetlands Day.

Budget

V. BUDGET & CALENDAR

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Achievements

Marketing Goals
Through email marketing, boosted social media posts (LinkedIn and Facebook) and
online CPC advertising Wetlands Internationals revenue will increase by 5-10% at the
end of 2016. Wetlands International will achieve this revenue increase with low expendetures as boosted social media posts will be paid by click throughs, allowing for low
daily and weekly click through budgets. Through Constant Contacts email service,
Wetlands International will also receive a generous cost reduction for being a nonprofit.
Finally, CPC advertising will be used to capitalize on certian keywords regarding Wetlands International in Panama. All of these facets will increase website visitors, ultimately
resulting in an increase in partnerships which is synonymous with increased donations.
Advertising Goals
In order to increase awareness of Wetlands International by 10-20% at the end of 2016,
boosted social media posts (LinkedIn), email marketing, blog marketing and preroll videos. Utilizing booseted CPM posts on LinkedIn during the first six months of the Wetlands
campaign will allow SMEs to become familiar with Wetlands Panama. This brand awareness will be further supported by email marketing that will outline what Wetlands is and
how to get involved. Blog marketing will also allow SMEs to see what the Wetlands is
doing to help Panama, with inside stories garnering positive attention towards Wetlands
Panama. Lastly, preroll videos will spark SMEs interest and give them the opportunity to
get involved. All of these budgeted mediums will increase the awareness of Panama-

16

nian SMEs.
New Media Goals
Finally, in order to increase the online visibility and reputation of Wetlands International social
media strategies and Website optimiztion will take place.

Synopsis

VI. CONCLUSION

SKE Agency believes that this new media strategy will help Wetlands International Panama
successfully reach its marketing, advertising and new media goals with a budget of $10,000.
By reaching the target audience of small to medium sized businesses through different forms
of digital media, Wetlands International Panama will be successful in gaining an effective
ROI from its marketing, advertising and new media efforts.

Limitations
This digital plan will need to be iterated throughout its lifespan as the effectiveness of different media strategies are evaluated. This does in fact leave room for the possibility that certain media buys will not be effective in reaching SMEs within Panama. Furthermore, without
accurate benchmarking data on keywords, social media followers etc., prices of the media
campaign might increase.

Future Strategy
The tactics specified in the plan are a starting point for the Panama branch of Wetlands International to increase and better its online efforts. By covering different platforms and forms
of digital marketing, the organization can determine what works best for them over the calendar year. The implementation of the proposed media plan will help Wetlands International
become a strong partner in wetlands conservation and CSR for SMEs throughout Panama.

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VII. Bibliography
History of Wetlands International. (n.d.). Retrieved April 28, 2015, from http://www.wetlands.org/

Aboutus/Ourorganisation/History/tabid/64/Default.aspx
1

Top 100 Nonprofits on the Web. (n.d.). Retrieved April 28, 2015, from http://topnonprofits.com/lists/
best-nonprofits-on-the-web/

World Giving Index 2014. (n.d.). Retrieved April 28, 2015, from https://www.cafonline.org/
publications/2014-publications/world-giving-index-2014.aspx

Environmental Issues. (n.d.). Retrieved April 28, 2015, from http://www.panama-guide.com/environ

ment/
4

Green Employers Directory. (n.d.). Retrieved April 28, 2015, from http://www.thegreenjobbank.com/

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