Marketing road map of WWF (World Wildlife Federation) for generating funds

Shiladitya D.

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Marketing road map of WWF (World Wildlife Federation) for generating funds

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Abstract

This is an introduction to how the WWF can use one million USD to improve the financial health of the organization in addition to a road map and plan that puts across strategies that would enable the WWF to re-invent itself as an organization, re-position itself as a brand in addition to garnering immense good will across the globe. The idea is to help generate tangible and intangible assets for the illustrious organization.

The objective of this marketing memo is to outline a roadmap as to how it is possible to re-position WWF as a brand and if required re-brand it in a context that is specific to a particular situation, place or market scenario.

Abstract
Marketing memo
Situation analysis
Marketing mix: The 4 P's
1. Price mix
2. Product mix
3. Place mix
4. Promotion mix
Summary
1. Income budget
2. Expense budget
3. Benefit to cost ratio analysis
Budget and control
Month by month break up of activities
1. Objective: 5 million USD by August 2010
Bibliography

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[...] Budget and Control The macro management of funds can be outlined here; however there has to be ample provision for last minute adjustments and provision should be made for a lot of flexibility. Micromanagement of funds will be done by the nodal agency at the grass root level and the ROI would in the real sense be available for assessment only after a plan has been adequately executed on the ground and sufficient time has been allocated to view the results. [...]

[...] WWF to audit the result and quantify the measurable outputs obtained for the input in terms of money, labor and time. February 2010: Beginning of the last six months and the third phase of the campaign. The processes is to be similar but higher in intensity as by this time the market would have been ready and the required spade work would have been done. Every month assessment would take place to monitor developments after the first six months. March 2010: Corporate sponsorship of events and fund raising initiatives to have been finalized by this time. [...]

[...] WWF should try its utmost to connect with the lowest common denominator of a place and with the people who live closely with the forests and help them in their quest for survival. WWF would provide the environmental know-how to the NGO's and corporates who would be the strategic partners in providing relief in other forms including shelter from torrential rains and building of embankments for flood protection. WWF should endeavor to rope in popular faces like players, movie stars and authors to be their brand ambassadors and facilitators. [...]

[...] Earthwatch Earth System Science Partnership DIVERSITAS an International Program of Biodiversity Science International Geosphere-Biosphere Program (IGBP) World Climate Research Program (WCRP) International Human Dimensions Program on Global Environmental Change (IHDP) Environmental Law Foundation (ELF) Environmental Investigation Agency Equiliberate Forests and the European Union Resource Network (FERN) Forest Stewardship Council Friends of Nature Friends of the Earth Gaia Mater (the mother Earth) Global Water Policy Project Global Witness Global Vision International Great Transition Initiative Green Cross International Greenpeace Institute for Environmental Security International Analog Forestry Network International Council on Monuments and Sites (ICOMOS) International Institute for Sustainable Development International Network for Sustainable Energy (INFORSE) Legacy Foundation The Mountain Institute Nature Serve Nicodemus Wilderness Project Regenesis - the Global Movement for Environment Sustainability, Liberty & Social Justice Tellus Institute The Nature Conservancy Sea Shepherd Conservation Society Stockholm Environment Institute (SEI) Surfrider Foundation Wetlands International Whale and Dolphin Conservation Society Wildlife Conservation Society Wolf Preservation Foundation (WPF) World Business Council for Sustainable Development Worldchanging World Conservation Union (IUCN) World Resources Institute (WRI) World Union for Protection of Life (WUPL) Worldwatch Institute Xerces Society Yellowstone to Yukon Conservation Initiative youthNoise African Conservation Foundation Environmental Foundation for Africa Climate Action Network - Europe (CAN-Europe) European Biomass Association European Eco-Forum European Environmental Bureau (EEB) INFORSE-Europe Association of Environmental Professionals Canadian Association of Physicians for the Environment Defensores del Medio Ambiente de los Tuxtlas, AC (in Mexico) North American Native Fishes Association Foot Note: The list above will always be a work in progress as mentioned earlier and all efforts would be directed at finding a common cause and building consensus towards achieving a common objective for a greener and better environment. [...]

[...] I have also outlined my idea of generating revenues and funds along with garnering good will across the world so that WWF becomes the preferred choice for governments, NGO's and corporate houses when they think of any venture concerning the environment in general and the wild life in particular. The details are mentioned later. Situation Analysis 1. Our target market segments transcend all barriers and involve every market segment. I intend to target every segment including government agencies, private sectors, NGO's, heavy industries, SME's, software, hardware—you name it and I have included them. [...]

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