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2013 MARKETING & BRAND AWARENESS CAMPAIGN

2013 MARKETING & BRAND AWARENESS CAMPAIGN 21 Years of Red Sea Conservation
HEPCA’s come a long way from our humble inception as an idea for reef conservation; through the years of struggle and interventions and finally culminating into the internationally recognized NGO we are today.

CONSERVATION

COMMUNITY DEVELOPMENT

EDUCATION

RESEARCH

ADVOCACY

ACTIVISM

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGN A Community in Resonance
We’ve engendered a community model resonating on principles of sustainability, resource conservation, and environmental stewardship.

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGN Individual Empowerment

It’s been these philosophies of visionary thinking, progressive action, and individual empowerment that allow HEPCA to be a platform for grass-roots community reform.

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGN A New Precedence for Environmental Protection
• HEPCA is a change agent and a leading voice for activism globaly • We’re engendering a passionate and devoted network of followers • We’re leading powerful trends & pioneering ground-breaking projects • We’re a credible alternative news source for Red Sea conservation • We have an international press alliance

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2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA 2013 Brand Themes
Iconography Timeline 2013 Portfolio

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2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA Branding Process
• Trends research & analysis • Web-site and network analytical tools • Capitalizing on popular trends • Formalizing ideas and theme concepts • Drawing a brand life-cycle around each branding campaign • Develop brand objectives for an oriented brand culture • Identify the platform that the brand should be iterated on
http://hepca.com - http://hepca.com

hepca.com [DEFAULT]

Audience Overview
% of visits: 100.00%

Jan 1, 2013 - Feb 14, 2013

Overview

 Visits
600

300

Jan 8

Jan 15

Jan 22

Jan 29

Feb 5

4,059 people visited this site
Visits: 5,727 Unique Visitors: 4,059 Pageviews: 11,857 Pages / Visit: 2.07 Avg. Visit Duration: 00:02:19 Bounce Rate: 69.55% % New Visits: 69.13%
Language 1. en-us Visits 3,223 519 432 233 163 162 130 9.06% 7.54% 4.07% 2.85% 2.83% 2.27% % Visits 56.28%

69.22% New Visitor
3,964 Visits

30.78% Returning Visitor
1,763 Visits

www.hepca.org

2. de-de 3. en-gb 4. de 5. fr 6. en 7. nl

2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA Branding Tools
• Weekly Themes • Dynamic Content • Videography • Graphic Design

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2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA Branding Platforms
Active viral networking campaign Timely, continuous, dynamic content Newsletter/Newsflash - 20,000+ subscribers Social Networks Facebook, Twitter, Instagram Developing our viral campaign strategy Engaging new supporters (iteration) Web-site interactivity & restructuring

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2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA Press Campaign

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2013 MARKETING & BRAND AWARENESS CAMPAIGN HEPCA Brand Evolution
• Creating meaning systems and a stronger sense of belonging • Seeding trends in this era of activism & environmental awareness • Adopting with quickly changing trends & creative innovations • Promoting a culture of openness & transparency • Leading the way in resource management technologies & applications • Leading the way in viral campaigning and multi-media approaches

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2013 MARKETING & BRAND AWARENESS CAMPAIGN
Samadai Marketing Campaign

SAMADAI - DOLPHIN HOUSE
• Samadai - an internationally recognized conservation model • “Community ownership” and re-igniting the momentum that first brought the Samadai issue to news headlines. • An initiative that exemplifies Egypt’s environmental performance • A testament of our ability to mobilize in protection of our environment
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2013 MARKETING & BRAND AWARENESS CAMPAIGN Engendering Community Ownership
• Creating a board of trustees from the local stakeholders • Training and certifying over 300 dive guides • A policy of full transperancy and community involvement • Providing diving centers with media and new sales channels • Promoting free community friday
Spinner Dolphins
While observing a spinner dolphin group, you may notice slight differences in the external morphology of the individuals. This would be the size of the animal or a specific anatomical feature. This information can help us assess age and gender. Below is a list of age classes identified by body length, anatomical features and dolphin behaviour.

Samadai Experience
Photo by: Tony Baskeyfield

Managed by:

The reef topography of Samadai is stunning with caverns systems and a wide diversity of marine flora and fauna.The reef topography alone is worth the trip! The shallow sandy internal lagoon is protected from prevailing winds and wave motion, thus it is characterized by calm and quiet waters. The lagoon is bordered on the northern side by the main reef and on the southern side by numerous pinnacles. The outer reef features drop offs and opens directly towards the blue. Despite being so close to shore, the depth in the channel between Samadai and the coast of Marsa Alam is approximately 200 meters and goes up to 600 meters on the eastern side. Three main dive sites offer various possibilities including cave systems and caverns, eel garden, a little seagrass bed and the biodiversity of the pinnacles. The common passage of pelagic species like barracuda, manta, sharks and dolphins and the presence of microfauna, soft corals, hard corals and reef fish make Samadai one of the most interesting and ecologically diverse dive sites in the Red Sea.

Age Class
Newborn 75 – 105

Anatomical features
fins and flukes.

Length (cm) sides of the body, folded

Fetal crests on both

Behaviour

Strictly associated with the mother in typical formation, clumsy swimming.

Age Class
Calf 105– 128

Anatomical features
juvenile locomotion.

Length (cm) than adults, smaller fins,

Head relatively larger

Behaviour

Associated with the mother in typical formation.

Samadai Managment Plan
Samadai, also known as “Dolphin House” is considered one of the world’s leading dolphin retreats and one of Egypt’s most important natural preserves. Located approximately 6 nautical miles south-east of Marsa Alam; this strategic and precious dolphin sanctuary is one of the most biologically diverse marine habitats in the Red Sea. The inner lagoon of this horse-shoe shaped reef is a resting place for at least 200 dolphins that our researcher team has confirmed. Aside from the resident spinner dolphins, Samadai is also one of the most popular sites for diving and snorkeling in the southern Red Sea. The reef topography is stunning with caverns systems and a wide diversity of marine flora and fauna. The Samadai initiative is an internationally recognized conservation model and an example of sustainable tourism development. The Samadai management plan has been one of our community’s most important achievements towards protecting the dolphins of the Red Sea. This initiative was the first time that civil society, the government, and the tourism sector set aside their differences to protect one of our countries most valuable resources. This model will always stand as a testament of our community’s ability to intervene in protection of our environment and natural resources The Samadai initiative is a conservation model that we hope can be adopted all over the world. By visiting Samadai, you are contributing to the protection of Dolphins, as well as supporting many other environmental protection initiatives throughout the Red Sea.

Age Class
Juvenile Subadult

Anatomical features

Length (cm)
128 – 170

Fins smaller and bodies less robust than adults.

Behaviour

Independent individuals, usually playful and highly social.

Photo by: Kimmo Hagmann

Managed by:

The Hurghada Environmental Protection and Conservation Association (HEPCA) is a local non-governmental organization (NGO) specialized in the field of marine and land conservation.

SAMADAI
THE WORLDS PREMIER DOLPHIN RETREAT
www.dolphinhouse.org www.hepca.org

Code of Conduct
Once you are in Zone B, there are two possible scenarios: the dolphins come or they don’t. Despite the fact that most of the time we can’t see them while in zone B, they are well aware of our presence. They may decide to approach us or to stay in zone A. The choice of engaging and interacting is on them. There is no way for us to attract them, but several wrong behaviours would definitely make them avoid us. • Approaching the animals: try as much as possible to keep quiet and calm. Always swim gently with fins only. Try not to be exactly on top of them when they surface, but rather on the side of the group. • Interaction: if the animals engage and stay around you, observe and enjoy. • Never, never, never touch them: this is for several reasons. First of all, our skins are different and the risk to exchange pathogens that might trigger the onset of pathologies is very likely. Second, they are wild animals and should stay wild. They are not pets. • Do not try to feed them: wild animals hunt their prey. Potential habituation to artificial feeding would compromise their ability to effectively forage, as well as increase the risk of diseases caused by an improper diet. • Avoid big crowds: The higher the number of people, the more frightful the crowd and consequently the disturbance to the dolphins. Stay in small, silent and quiet groups of people. • Avoid splashes and noise: don’t jump from the zodiac! Slip gently in the water instead. Do not shout or whistle. • Don’t leave objects in the water: even though we see them playing with marine litter, they may turn out to be lethal for dolphins or other marine species. Anything that doesn’t belong to the sea shouldn’t be introduced into the ecosystem.

Age Class
Adult

Anatomical features
Male dorsal fin is very triangular. Female dorsal fin is slightly curved.

Behaviour

Length (cm)
170– 235

Independently ranging, females associated with their babies in typical formation.

Tel. (+2) 010 1515 4400 E-mail: samadai@hepca.org www.dolphinhouse.org www.hepca.org

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGN Re-positioning Samadai
• New interactive web site, resource portal and sales channel • Social Networks, Trip Advisor integration • New print media; multi-lingual brochures, park tickets, banners, posters and info-graphics • International Press Campaign

www.hepca.org

2013 MARKETING & BRAND AWARENESS CAMPAIGN Future Plans
• Streaming live web-cam including underwater streaming video • A hydrophone will broadcast through radio transmission allowing any boat radio to tune into the frequency and hear the dolphins • Adopt a dolphin program • Bio Boat Deployment • Educational Program • Community Outreach Program

www.hepca.org