Smart brand strategy was a major contributor to this successful brand evolution. While at The Center, I developed a brand marketing communications platform centering on the fact that marine mammals are teaching us about the health of the ocean, our planet’s major life support system. Balancing messaging the intrinsic value of each individual animal with the benefits of learning from their health, this strategy touched hearts and reached minds, a powerful combination in the wildlife conservation and animal welfare communities.
I then translated the brand strategy to the brand identity expression as well as membership, communications and marketing programs, creating an integrated approach that amplified the volume and increased impact. The powerful public education campaign,”Seals Can Talk. Are you listening?,”was funded by the Richard & Rhoda Goldman fund with creative by my friends at Engine Company One. Airing on major cable stations like Bravo and A&E , it catalyzed a new wave of awareness of and support for the organization. Buoyed by overwhelming support and a strong financial foundation, planning for a capital campaign then began, ultimately raising $25 million to build today’s showcase facility.