PROTECTING

THE ANA
HUMMINGBIRD
INITATIVE
Submitted to Susan Font
Prepared by Roma Pawar

POSTER:
Made by Roma Pawar through Canva.
Roma Pawar
1715 Rupert Street
Vancouver BC, V5R -2S2

April 4,2023

Ms. Susan Font,

City of Vancouver
159 West Pender Street
Vancouver BC, V3R -2X7

Dear Ms. Font:

Please review the attached proposal for Protecting the Ana Hummingbird Initiative.
This is the proposal in response to the “Vancouver Bird Strategy”.

Purpose
In addition to creating awareness among Vancouver residents and tourists about the
challenges facing Anna's Hummingbirds due to urbanization, the purpose of this
initiative is to inspire action towards conservation efforts.

Timeline and Cost Estimate

The Project requires a time frame of almost Six months. During the period an active
initiative will be run in order to spread awareness. The imitative will be spreading
awareness through community seminars and Bird watching, campaign where
hummingbird feeders will be distributed and through marketing it on social media as
well as posters on bus stands, kiosks etc. throughout the Vancouver city. The total cost
to execute the project is $102,904.

Thank you for allotting your time to consider my proposal. If you have any questions
related to the proposal, please reach out to me. I will be glad to walk you through it.

Sincerely,
Roma Pawar
 Executive Summary
Purpose
This research proposal aims to promote bird conservation in Vancouver by highlighting
the ecological significance of Anna's Hummingbirds as pollinators and their role in
Vancouver's urban biodiversity. The initiative aims to create awareness about the
challenges faced by Anna's Hummingbirds due to urbanization, inspire action towards
conservation efforts, and promote appreciation and understanding of the importance of
protecting local bird species.

Strategy
By taking a multi-faceted approach, including social media, marketing, campaigns,
seminars, and installation of hummingbird feeders, the initiative can engage a diverse
audience and foster a sense of collective responsibility towards conservation efforts.

Background and Qualification

A former Field Technician with keen interest in birds and biodiversity conservation.
Also recently graduated with a Bachelor in marketing and event management. Will be
leading the team with four more team members with professional skillset.

Schedule and cost

The Project requires a time frame of almost Six months. During the period an active
initiative will be run in order to spread awareness. The imitative will be spreading
awareness through community seminars and Bird watching, campaign where
hummingbird feeders will be distributed and through marketing it on social media as
well as posters on bus stands, kiosks etc. throughout the Vancouver city. The total cost
to execute the project is $102,904.

Conclusion
The ultimate goal is to create a more sustainable and thriving ecosystems for all living beings in
Vancouver, including Anna's Hummingbirds.
Table of Contents
EXECUTIVE SUMMARY..................................................................................................... 2
PURPOSE........................................................................................................................................................ 2
STRATEGY...................................................................................................................................................... 2
BACKGROUND AND QUALIFICATION................................................................................................................ 2
SCHEDULE AND COST...................................................................................................................................... 2
CONCLUSION.................................................................................................................................................. 2
INTRODUCTION................................................................................................................. 4
PURPOSE........................................................................................................................... 4
PROBLEM........................................................................................................................... 4
STRATEGY.......................................................................................................................... 5
BACKGROUND AND QUALIFICATIONS.............................................................................5
PERSONAL...................................................................................................................................................... 5
TEAM ROLES AND RESPONSIBILITIES............................................................................................................... 5
Team Leader........................................................................................................................................... 5
Team member no 1.................................................................................................................................. 5
Team member no 2................................................................................................................................. 6
Team member no 3................................................................................................................................. 6
Team member no 4................................................................................................................................. 6
SCHEDULING AND TIMELINE OF EVENTS........................................................................6
COST BREAKDOWN........................................................................................................... 7
CAMPAIGN...................................................................................................................................................... 7
INFLUENCER POST.......................................................................................................................................... 7
MARKETING THROUGH POSTERS.................................................................................................................... 8
STANLEY PARK FREE SEMINAR........................................................................................................................ 8
MISCELLANEOUS EXPENSES............................................................................................................................ 8
CONCLUSION..................................................................................................................... 8
LIST OF TABLES................................................................................................................. 9
1.1 SCHEDULE AND TIMELINE......................................................................................................................... 9
1.2 COST BREAKDOWN.................................................................................................................................... 9
BIBLIOGRAPHY............................................................................................................... 10
ENDNOTES........................................................................................................................ 11
Introduction
Vancouver, located in Canada's southwest, is a city that has a beautiful natural setting.
It's a paradise for birdwatchers and nature enthusiasts with over 268 species of birds
recognised in the region.1 The Anna's Hummingbird is one of the most recognised bird
species in Vancouver. This stunning bird, which is actually from California, came to
Vancouver after being drawn there by the exotic nectar and the expanding population of
the city.2 The Anna's Hummingbird, a stunning sight to behold with its dazzling pink
neck and iridescent green feathers, has come to represent Vancouver's urban
biodiversity. The Anna's Hummingbird is a tough and resilient bird despite its little size.
It is fascinating to see as it flies acrobatically and moves with incredible speed.

Purpose
The goal of this campaign is to motivate conservation activities in addition to raising
consciousness about the issues that Anna's Hummingbirds face as a result of
urbanisation among Vancouver citizens as well as tourists. The campaign seeks to
increase awareness and understanding of the value of safeguarding local bird species by
highlighting the ecological relevance of Anna's Hummingbirds as pollinators and their
role in Vancouver's urban biodiversity. 3 The project also promotes a feeling of common
responsibility for conservation efforts through collaborations with companies,
organisations, and community groups. The effort may attract a wide audience and
inspire action to protect the natural environment and the animals that call it home by
adopting a multifaceted approach that includes social media, marketing, advertising,
seminars, and the installation of hummingbird feeders. The initiative's ultimate
objective is to build a more vibrant and sustainable ecology in Vancouver for all living
things, including Anna's hummingbirds.

Problem
The urban environment of Vancouver, which is expanding along with its people, is
intruding more and more on the habitats of local bird species, including the magnificent
Anna's Hummingbird. In addition, the survival of the birds is threatened by the
consequences of climate change.4 It's crucial to inform both residents and tourists about
Vancouver's birds, their habitats, and their ecological importance in order to address
these problems and enhance conservation efforts. The goal of Vancouver's campaign to
encourage bird conservation is to emphasise how crucial it is to preserve these beautiful
species. The Anna's Hummingbird is one of Vancouver's most significant bird species
and an example of the city's urban biodiversity. Its skill at navigating urban settings
makes it a model for flexibility and resilience in the face of habitat loss and climate
change.5
Strategy
Due to extensive urbanization, a lot of the birds are losing their Habitat. This includes
the most popular as well as Official City Bird of Vancouver, The Ana Hummingbird. 6 In
order to save the biodiversity of Vancouver and also keep its rank for being an attraction
for one of the highest province to detect different species important steps are to be
taken.7 The initiative mentioned in the following proposal keeps a strategy to create
awareness through different ways in order to Target the problem of Habitat loss for Ana
hummingbird.

Background and Qualifications

The Team will consist of myself as Leader and other four professionals who will be
leading the Initiative.

Personal
I am a Former Field Technician as well as a Bachelor in Event planning and Marketing. I
have experience about the theoretical and technical aspect of the initiative we purpose. I
am also the Team Lead for the Ana Hummingbird Initiative. As the project does
includes two of the important tasks of creating awareness related to Ana Hummingbird
and also applying my management and marketing skills to it. I believe my expertise and
knowledge will help me to Lead the project smoothly.

Team roles and Responsibilities

Besides myself there are four Professionals/team members who have expertise in their
own specific fields will help me to run the initiative.

Following are the roles and responsibilities for each team member:

Team Leader
 Assigns tasks to team members.
 Conducting the formal field research pre-event.
 Designing posters for Marketing
 Allots the budget to each member.
 Takes critical decisions pertaining to the events and campaigns.

Team member no 1
 Helps the Team Leader with research.
 Acts as a secretary in absence of Team Leader.
 Manages all the paperwork and keeps record of all timelines being met.
 Keeps track of all accounts as such budget and spending.
 Approves any requests from other team members.
 Creates a Post Evaluation of the effects of the initiative.
Team member no 2
 Acts as a social media manager for the project.
 Get appropriate influencers and get the best deal to promote the event.
 Makes sure all the influencers post content according to the given timeline.
 Makes sure all the posts are verified by the laws and are serving the purpose of
the event.
 Keep a track related to the insights of the target audience and post a detailed
report of reached target market every week and shares it with the Team.
 Helps brainstorm ideas to Team Lead for marketing posters around the city.

Team member no 3
 Leads the seminar and Campaigns.
 Takes care of the logistics, fundraising, sponsorship related to the events.
 Prepares budget for each accounts and shares the details with the Team.
 Keeps track of expected target audience attending the events.
 Keeps track of other miscellaneous records.

Team member no 4
 Also, leads the seminar and campaigns.
 Takes care of the staffing and volunteering, sustainability, PR related to the
events.
 also Prepares budget for each accounts and shares the details with the Team.
 Also deals with any technical aspect of the event.

Scheduling and Timeline of events

The following event dates in table 1.1 are set up according to:
 All the social media post + posters had to go out on the 1st of each month in order
to create awareness about the imitative.
 The seminars at Stanley Park are held specifically in the 2nd week’s Wednesday
of every month. The seminar times are set in a way where even tourists as well
as local community can attend them.
 The main campaign is kept of a Sunday to increase as much as attendance as
possible within the appropriate peak times.
 Each Team members would be leading and managing the respective events.

Event/Promotions Timeline
March 21,2023 Extensive Research
May 1,2023 Social media and Poster setup
May 10,2023 10:30 am-12:30 am Seminar/Bird Watching
June 1,2023 Social media and Poster setup
June 7,2023 10:30 am-12:30 am Seminar/Bird Watching
 July1,2023 Social media and Poster setup
July 5,2023 10:30 am-12:30 am Seminar/Bird Watching
August 1,2023 Social media and Poster setup
August 9,2023 10:30 am-12:30 am Seminar/Bird Watching
August 27,2023 10am-12pm- Campaign
(Sunday)
September Post evaluation and Results
20,2023
(Table 1.1, illustrates the timeline of events being held over the whole course of the
project)

Cost Breakdown
The following table 1.2 shows the major cost breakdown and stats for the initiative in
total of for four months.

Awareness Campaign – Feeders (2400*20) $48,000

Influencer post – social media (5000*4) + (1500*4) $26,000
Marketing through posters (500*8*4) $16000
Stanley Park free seminar (35*4) +(108x2) (2x274) $904
Miscellaneous expenses $12,000
Total $102,904
(Table 1.2, illustrates the cost breakdown and total expenses to be incurred for the
project)

Campaign
The campaign which will be held at the end of the four months initiative in order to
boost and encourage local community. This will also serve as a quantifiable
measurement in terms to know how much of a success was the campaign in order to
create awareness. The campaign will create awareness about the Ana Hummingbird. It
will educate how these hummingbirds have a high metabolism and need a lot of nectar
and resources in order to keep up.8 The campaign will give the participants
Hummingbird feeders for free and give them proper guidance on how to use them,
where to place them in their house and feed the hummingbirds throughout the season.

An estimate of 2400 participants (40%) is taken in reference to participation of just over

6000 British Columbians in Great Backyard Bird count held in 2023. 9 The cost to buy a
hummingbird feeder from amazon is about $10-$20. However, as Ana hummingbird is
an all-year guest, they need special accommodation with the feeders. So, it is decided
that a well-made hummingbird feeder will be given which costs about $20 from amazon
or eBay.10 So that takes us to a total purchase of 2400 feeders for 40% of the target
market (2400 participants) for about $20. The cost comes to $48000.

Influencer Post
In order to spread awareness among the local community about the Ana hummingbird
social media is a must. It is believed by us that a heavy social marketing makes the
initiative easier to achieve as everyone has mobile these days. There are 2 different types
of social media post will be made over different platforms. One would be Instagram, and
another would be TikTok. These two platforms are specifically chosen to target young
audience starting from 18years old to 45 years old age group.

An Instagram influencer in the range of Mid-tier influencers (50,000-500,000

followers) charge a maximum of 5000 per post. The initiative is going to run for four
months which would account for $5000/per post x 4 post will be $20,000. 11 Another
trending social media application is TikTok which is popular among youngsters. For
TikTok a Micro influencer (10,000-50,000) is chosen charging about $1500 for per
post. As we need 4 posts the math comes to $1500 per post x 4 post to a total of $6000. 12
Together the influencer cost comes to $26000 ensuring awareness about the seminar at
Bowdel conservatory, campaign, and general awareness to Vancouverites.

Marketing through Posters

To reach towards the tourist and other public marketing through posters was done.
Billboards in my city quoted $500 as a starting price per location per month. 13 So we
choose eight locations for four months which came up to 500x8x4 with a total pf 16000.

Stanley Park free seminar

Lastly, we also made a decision to hold a free seminar for keen audience as well as
Tourists who cannot afford Expensive Bird watching tours. In order to put an
application of hold an event Stanley Park has a fees of $35 ($35x4 once/four months). 14
There was an Entry level fee of $108 for community based events which will have 50
guests that is $216 ($108x2) and we decided to hold 2 seminars for guests between 51-
200 for the last two seminars which comes to $548(278x2). 15 For a total of $904 was the
estimate for the seminars.

Miscellaneous expenses
There are many extra expenses involved in order to make the events possible. A junior
field Technician will be hired in order to give the seminar and show different birds
around Stanley Park. The average median wage is $21 per hour which is $170approx
($21x4 seminarsx2hours).16 The cost of Logistics in order to set up table, food, any other
permits and different amenities at the campaign and seminars would be allotted a
budget of $12,000.

Conclusion
The Project discusses the required recourses, strategy, and statistics in order to
complete the initiative. The goals and strategies laid out in the project are simple,
quantifiable, and achievable based on the budget and time given. The research starts
from the 21 March,2023 by the Team Leader. The actual initiative will be taking place
over a duration of four months, starting from 1May,2023 to 27 August,2023. All the
necessary costs involved are being quoted in terms of estimates. The budget of this
initiative is $102,904.
List of Tables
1.1 Schedule and Timeline
Event/Promotions Timeline
March 21,2023 Extensive Research
May 1,2023 Social media and Poster setup
May 10,2023 10:30 am-12:30 am Seminar/Bird Watching
June 1,2023 Social media and Poster setup
June 7,2023 10:30 am-12:30 am Seminar/Bird Watching
July1,2023 Social media and Poster setup
July 5,2023 10:30 am-12:30 am Seminar/Bird Watching
August 1,2023 Social media and Poster setup
August 9,2023 10:30 am-12:30 am Seminar/Bird Watching
August 27,2023 10am-12pm- Campaign
(Sunday)
September Post evaluation and Results
20,2023

1.2 Cost Breakdown

Awareness Campaign – Feeders (2400*20) $48,000
Influencer post – social media (5000*4) + (1500*4) $26,000
Marketing through posters (500*8*4) $16000
Stanley Park free seminar (35*4) +(108x2) (2x274) $904
Miscellaneous expenses $12,000
Total $102,904
Bibliography
26th global backyard bird count is back for Family Day weekend - BC News - Castanet.net.
“26th Global Backyard Bird Count Is Back for Family Day Weekend - BC News,” April 4,
2001. https://www.castanet.net/news/BC/411672/26th-global-backyard-bird-count-is-back-
for-Family-Day-weekend.

Anna’s Hummingbird Facts. “Anna’s Hummingbird Facts,” n.d.

https://www.perkypet.com/advice/bird-library/hummingbird/annas-hummingbird/facts.

Anna’s Hummingbird Overview, All About Birds, Cornell Lab of Ornithology. “Anna’s
Hummingbird Overview, All About Birds, Cornell Lab of Ornithology,” n.d.
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CostHelper. “How Much Does a Hummingbird Feeder Cost? - CostHelper,” n.d.

https://pets.costhelper.com/hummingbird-feeder.html#:~:text=The%20feeders%20release
%20nectar%20from,the%20Lowe’s%20home%20improvement%20store.

Find Local Billboards in Vancouver. “Find Local Billboards in Vancouver,” n.d.

https://www.billboardsin.com/market/vancouver-british-columbia-canada/.

Great Backyard Bird Count. “2023 Final Results,” n.d. https://www.birdcount.org/2023-final-

results/.

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Marketing Prices: How Much Should You Pay (2023),” December 5, 2022.
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https://ca.talent.com/salary.

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https://vancouver.ca/files/cov/vancouver-bird-strategy.pdf.

Vancouver, City of. “Official City Bird: Anna’s Hummingbird.” Official City Bird: Anna’s
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Vancouver, n.d. https://vancouver.ca/doing-business/organize-an-event-in-a-park.aspx.
Endnotes
1
The City of Vancouver, “Vancouver Bird Strategy.”
2
“Anna’s Hummingbird Overview, All About Birds, Cornell Lab of Ornithology.”
3
The City of Vancouver, “Vancouver Bird Strategy.”
4
IBID
5
IBID

6
Vancouver, “Official City Bird: Anna’s Hummingbird.”
7
“2023 Final Results.”
8
“Anna’s Hummingbird Facts.”
9
“26th Global Backyard Bird Count Is Back for Family Day Weekend - BC News.”
10
“How Much Does a Hummingbird Feeder Cost? - CostHelper.”
11
“Influencer Marketing Prices: How Much Should You Pay (2023).”
12
IBID

13
“Find Local Billboards in Vancouver.”
14
Vancouver, “Organize an Event in a Park.”
15
IBID

16
“Wildlife Technician Salary in Canada - Average Salary.”