Institute at the Golden Gate Marketing and Business Development Plan Final Presentation May 7, 2008 Hans Cole Morgan Clements Jason Goldman Jamie Hall Emily Poague

Our Recommendations Centered on the Institute’s Current Brand Positioning *See appendix for more detailed descriptions

Enhanced Program Offerings Will Help Build the Value Proposition and Expand Audience Current Offerings in Development Signature Programs International Youth Leadership Program Climate Change Leadership Forum Urban & Cultural Protected Areas Symposium Designing the Parks Conference Unique Meeting Models Lecture Series High quality and high cost per client Event-specific content Reaches selected clients Our Recommendations Green Technology Affiliation Generic/non-specific content Lower cost per client Reaches all clients Engages wider audience + = IDEAL OFFERING MIX and HIGH VALUE PROPOSITION FOR ALL CLIENTS

Current Offerings in Development

Signature Programs

International Youth Leadership Program

Climate Change Leadership Forum

Urban & Cultural Protected Areas Symposium

Designing the Parks Conference

Unique Meeting Models

Lecture Series

Our Recommendations

Green

Technology

Affiliation

IGG Can Add Value Through 3 Types of Program Offerings Green offerings and communications Attract environmentally conscious organizations Make IGG stand out from competition Educate public and potential clients on environmental initiatives Other offerings Affiliation Programs Unique Meeting Model and Programming Elements (in development by other IGG staff) Interactive Web Presence Connect with public and clientele Extend “shelf life” of events Keep up with digital world

Green offerings and communications

Attract environmentally conscious organizations

Make IGG stand out from competition

Educate public and potential clients on environmental initiatives

Other offerings

Affiliation Programs

Unique Meeting Model and Programming Elements (in development by other IGG staff)

Interactive Web Presence

Connect with public and clientele

Extend “shelf life” of events

Keep up with digital world

Recommendation: Develop a cutting edge technology and web strategy for IGG Why? Competitive Advantage Fulfills IGG goal to create and enhance dialogue between client organizations Forum to engage the public in IGG action and dialogue Technology can increase audience without increasing carbon footprint Why Focus on a Technology and Web Strategy? Why Focus on a Technology and Web Strategy? Competition Web 1.0 Web 2.0 Web 3.0

Why?

Competitive Advantage

Fulfills IGG goal to create and enhance dialogue between client organizations

Forum to engage the public in IGG action and dialogue

Technology can increase audience without increasing carbon footprint

Web Trends Have Progressed through 3 Stages of Development WEB 1.0 WEB 2.0 WEB 3.0 Website, text / graphics based Two way web, blogs, video, podcast, personal publishing, 2D Portals 3D Portals, avatar representation: all media in virtual worlds 1995 2000 2005 2010 10mil 100mil 1bill USERS TIME

Web 1.0 Basic Website Web 2.0 Networking & Dialogue Web 3.0 3D and Interactive IGG Should Also Consider Moving Through All Phases of Web Development Website content management Email marketing Events & program registration Program updates Online press room Volunteer recruitment About section Calendar Personalized pages for staff, clients, and the public Social Networking Blog and News Forum section Multimedia content Transcripts Audio Photos Video Virtual Conferencing Webinar Virtual Worlds Second Life Specifically, we recommend that the Institute strongly pursue Web 2.0 and do further research and cost analysis on Web 3.0 elements.

Website content management

Email marketing

Events & program registration

Program updates

Online press room

Volunteer recruitment

About section

Calendar

Personalized pages for staff, clients, and the public

Social Networking

Blog and News

Forum section

Multimedia content

Transcripts

Audio

Photos

Video

Virtual Conferencing

Webinar

Virtual Worlds

Second Life

Develop Content Capture events and meetings Record interviews, lectures, speakers Facilitate Virtual Conferencing/Social Networking Pose questions and moderate dialogue Update content: must be fresh Build a Virtual Community Launch IGG presence into a Virtual World Implementing a Web 3.0 Strategy Requires 3 Main Tasks Implementing a Web 3.0 Strategy Requires 3 Main Tasks

Develop Content

Capture events and meetings

Record interviews, lectures, speakers

Facilitate Virtual Conferencing/Social Networking

Pose questions and moderate dialogue

Update content: must be fresh

Build a Virtual Community

Launch IGG presence into a Virtual World

There Is Significant Opportunity for Website Content Development Al Gore: Stream key note IGG Launch speech online Other Opportunities for capturing and building content IGG Launch Task: Capture relevant speeches, lectures, and events and host them on IGG website. Nancy Pelosi: Provide commentary segment to Gore’s IGG launch speech online Ambassadors: virtual meetings CEO: social networking There Is Significant Opportunity for Website Content Development

Al Gore: Stream key note IGG Launch speech online

Ambassadors: virtual meetings

CEO: social networking

What is a Green Meeting? The "greenest" conference is one where participants minimize their carbon footprint. As pioneers of virtual conferencing products, IGG will become the leader in green conferences and capture international dialogue. A green meeting is a meeting where I don’t have to travel anywhere.. Prof. Dan Kammen Professor of Energy and Society (ERG) Professor of Public Policy in the Goldman School Professor of Nuclear Engineering Director, Renewable and Appropriate Energy Laboratory Energy and Resources Group (ERG ) Virtual Conferencing Is an Exciting Opportunity Virtual Conferencing Is an Exciting Opportunity

Virtual Worlds, such as Second Life, Are Becoming Prevalent Real World individual represented by a virtual person known as an “avatar” Set up in 2003 with 13 million residents Daily trade worth $1 million in Linden Currency which has variable exchange rate with the US $ What is a Virtual World (Second Life)?

Real World individual represented by a virtual person known as an “avatar”

Set up in 2003 with 13 million residents

Daily trade worth $1 million in Linden Currency which has variable exchange rate with the US $

Challenges Large investment Capital Staff Time Resources Building audience/user-base Maintaining site over time The Institute has an opportunity to become the “TED of the environment”. However, it must also consider the following challenges. Benefits Enhance Dialogue Engage With Public Competitive Differentiation Leader in “Green” Meetings and retreats International exposure

Challenges

Large investment

Capital

Staff

Time

Resources

Building audience/user-base

Maintaining site over time

Benefits

Enhance Dialogue

Engage With Public

Competitive Differentiation

Leader in “Green” Meetings and retreats

International exposure

Mckinsey & Company on Second Life Virtual worlds are on the cusp of a major expansion – particularly as a way to reach younger customers – and that companies were “ignoring them at their peril” Senior Consultant: “Our clients are telling us they’re not able to reach out to the video-game generation the way they have to newspaper audiences, say, and that they want to distinguish themselves in the digital space” IBM, Sony, BMW, Coca-Cola, and many more have a presence in Second Life Second Life is criticized for being difficult to use and for failing to deliver any tangible benefit to companies doing business in it – which to date has been mostly marketing 3D web “next major wave of internet’s evolution” $1.5 billion has been invested in companies developing tech. in virtual worlds “ IGNORE SECOND LIFE AT YOUR PERIL: Companies which do not embrace virtual worlds risk missing the next wave of the web's development”

Virtual worlds are on the cusp of a major expansion – particularly as a way to reach younger customers – and that companies were “ignoring them at their peril”

Senior Consultant: “Our clients are telling us they’re not able to reach out to the video-game generation the way they have to newspaper audiences, say, and that they want to distinguish themselves in the digital space”

IBM, Sony, BMW, Coca-Cola, and many more have a presence in Second Life

Second Life is criticized for being difficult to use and for failing to deliver any tangible benefit to companies doing business in it – which to date has been mostly marketing

3D web “next major wave of internet’s evolution”

$1.5 billion has been invested in companies developing tech. in virtual worlds

Web 1.0 Basic Website Web 2.0 Networking and Dialogue Web 3.0 3D and Interactive Fast connections enable more vibrant content User generation of content Key words enhance search engine Social networking sites – MySpace, YouTube, etc. – create online communities and online marketing (including viral marketing) The semantic web 3D virtual worlds Ubiquitous connectivity Open technologies and applications World Wide database (distributed database) Increasing Capacity of Web Functions

Fast connections enable more vibrant content

User generation of content

Key words enhance search engine

Social networking sites – MySpace, YouTube, etc. – create online communities and online marketing (including viral marketing)

The semantic web

3D virtual worlds

Ubiquitous connectivity

Open technologies and applications

World Wide database (distributed database)

What is a community member? Receive info about / access to: Events registered for Other events News Member Profile Picture Email Biography Events attended and registered Blog Access to discussion and forum Share media, video, audio, and photos _______________________________________________________________________ Users Clients Academic Government Non-profit For profit Cross-sector Public Media/Press Thought leaders Registration Participate : Events Speakers Clients Existing Networks Leads to organic growth of the social network Building a community of users

What is a community member?

Receive info about / access to:

Events registered for

Other events

News

Member Profile

Picture

Email

Biography

Events attended and registered

Blog

Access to discussion and forum

Share media, video, audio, and photos

Users

Clients

Academic

Government

Non-profit

For profit

Cross-sector

Public

Media/Press

Thought leaders

Participate :

Events

Speakers

Clients

Existing Networks

Leads to organic growth of the social network

Virtual Meeting Products Products Offerings WebEx Inc. is a Cisco Systems, Inc. company Provides on-demand collaboration, online meeting, web conferencing and video conferencing applications Variety of packages Reputable brand within the business community Located in Santa Clara Designed for creating live presentations that can be replayed “on demand” Product is entirely Adobe Flash based Recommended database back-end support is Microsoft SQL server Adobe Acrobat Connect is a product of Adobe Systems (formerly Macromedia) OS Compatibility: Mac OS X, Microsoft Windows, Linux Can be licensed as an installed product GoToMeeting is a Citrix Online Product. View any application on a participants PC Flat fee for hosting meetings with 15 people at any duration Editors Award by both PC Magazine and Laptop Magazine

WebEx Inc. is a Cisco Systems, Inc. company

Provides on-demand collaboration, online meeting, web conferencing and video conferencing applications

Variety of packages

Reputable brand within the business community

Located in Santa Clara

Designed for creating live presentations that can be replayed “on demand”

Product is entirely Adobe Flash based

Recommended database back-end support is Microsoft SQL server

Adobe Acrobat Connect is a product of Adobe Systems (formerly Macromedia)

OS Compatibility: Mac OS X, Microsoft Windows, Linux

Can be licensed as an installed product

GoToMeeting is a Citrix Online Product.

View any application on a participants PC

Flat fee for hosting meetings with 15 people at any duration

Editors Award by both PC Magazine and Laptop Magazine

Virtual Worlds: Second Life (cont).