The document outlines a communication strategy to raise awareness about the declining orca population. It recommends focusing on a clear call to action for people, such as signing a petition. It also suggests targeting millennials on social media with simple, emotionally touching messages about the issue that can be easily shared. Partnering with organizations like Orca Network that have large social media followings and running targeted Facebook ads could help spread the word. Developing short, easy to understand videos and infographics is also recommended.

1. Communication strategy
• Now that the political ad has dropped we need to focus our efforts on the people, and what we want these people to do,
what is there call to action: sign a petition, donate, call your local senator………
• The communication needs to drive awareness of the number of Orcas that are left. Regular folks do not understand the
Salmon issue but will definitely care if it is presented as an Orca problem, which it is.
• Communication needs to be simple and clear for the average person. The political ad is wordy, lots of different
messages and for the mere mortals……. confusing (other then the header).
Simple infographics and short videos need to be developed as they are easy to read/understand and share. A
creative agency needs to be appointed that will do “pro-bono” work.
• Millennials need to be the target as they like to get involved with a cause. There needs to be a way to touch them
emotionally and get them involved. Message needs to be simple so they can share the issue amongst their friends,
family and coworkers. Social Media should be the vehicle of choice.
• Partner with different organizations or facebook pages that can share the message.
• Orca Network – 140,000 followers on fb
Use the DamSense fb account or Howard’s account (may be Orca networks) to run targeted fb advertising
or promote posts regarding the issue. These need to be shared amongst the network (i.e. Endangered
Species Coalition – 90,000 followers). A spend of $500 a month should be enough to spread the word quickly.
Owners of whale-watching tours need to be informed so they can share. If Orcas die-off, they are out of
business.

2. Communication strategy
• A press release with consumer friendly language with all the relevant key words needs to be put together. (One was
done but not circulated). It will help build credibility around the issue. It needs to be put over a wire service with
state-wide distribution which has a cost associated with it.
• Consider contacting Vice News who are a “different” type of news organization that focuses on real news and what is
truly happening in the world. Tweet them with the news story.
• Need to approach a cause marketing organization or PR agency to help. They will help find brands or influencers
willing to help with the cause. A local company would be ideal (90% of consumers want companies to tell them what
causes they are supporting so companies are always looking to get involved some how). Here is an Orca example
http://prn.to/2DhbfzY
The relationship with Endangered Species Coalition (Leda) here is key (resources, connections, etc.)
• A local influencer who has grown up in the PNW is also key. Someone who has a large following who can make the
message go viral. Seahawks player, Musician, Actor, etc…….

3. Social Media Traditional Media Outlets Influencer Outreach
4 key areas to get the message out there
Cause Marketing
Miley Cyrus