Clearwater Marine Aquarium is a non-profit organization that specializes in the rescue, rehabilitation and release of sick or injured marine animals. All the animals brought to the facility arrive because they suffer from an illness or severe injury in the wild. We interviewed Krista Rosado, director of marketing, advertising and public relations. Mission: To restore and preserve our marine environment. We accomplish our mission through leadership in education, research, and the rescue, rehabilitation, and release of marine life. Vision: To impact the nations with the messages of environmental awareness and respect for marine life.
History 1972- Clearwater Marine Science Center (CMSC) was incorporated as a 501 (c) (3) non-profit organization.
1978- The city of Clearwater donated the current facility, an abandoned water treatment plant, to CMSC.
1979- Marine biologist Dennis Kellenberger was hired as CMSC's Executive Director. His main duties were to teach classes and spearhead a massive remodeling effort.
1981- The first exhibit room, featuring fish from the original Sea-Orama, was opened to the public.
1984- An Atlantic bottlenose dolphin named "Sunset Sam" was rescued and given a permanent home at the center.
1990's- Clearwater Marine Science Center was changed to Clearwater Marine Aquarium (CMA).
Today Clearwater Marine Aquarium is an internationally respected center for animal care, public education, and marine research
The Aquarium hopes to attract the attention of anyone in the community who is interested in donating time or money to support their mission.
Children between the ages of 5 and 12 and their mothers
To help reach their target demographic the provide local teacher with videos and curriculum to educate their students about sea life
The aquarium is non-profit organization volunteers keep it running
Special events such as birthday parties, award nights and business meetings
Crisis Communication Plan
Indy a resident dolphin at the aquarium passed away and they could not find the cause of death.
A dolphin named Dunham was eaten by a shark only 10 minutes after it was released off the Dunedin Causeway.
In both situations the aquarium responded immediately with a press release explaining what happened openly and honestly.
By doing this they were able to control what they wanted to say by being honest and up front with their messaging.
With the release of “Dolphin Tale,” media interaction and coverage for the aquarium has grown drastically
Before the movie’s release, the aquarium would invite the media to come and try to develop stories
Now, media comes to the aquarium with stories ready, mainly focusing on “Dolphin Tale” and Winter
While pitching to the media, the aquarium tries to focus on telling a unique story behind each new animal
42,000 “likes” (20,000 in the past month)
Online Media Coverage
Google Alerts for articles including mentions of both “Clearwater Marine Aquarium” and “Dolphin Tale” yielded 50 alerts between the date of the movie’s release and the week of 10/10, with multiple stories attached to each alert
Local media coverage
St. Petersburg Times, Tampa Tribune, all local television news stations
CMA was featured on Good Morning America
Articles were published in Time Magazine, PEOPLE Magazine, Reader’s Digest