Save the Harbor / Save the Bay TRIDENT Campaign April 30 th , 2002

Save the Harbor / Save the Bay TRIDENT Campaign April 30th, 2002

Compiled and Presented by… Tori Chang Angel Chen Anna Chang Danielle Fodor Kristen Kammer Maria Mendez William Fastow

Table of Contents I. Executive Summary 1 II. Company/Internal Analysis 2 III. Consumer Analysis 5 IV. Market Analysis 8 V. Problem and Opportunities 15 VI. Objectives of the Trident Campaign 18 VII. General Awareness Strategies 22 VIII. Organizational Association Strategies 28 IX. Education Campaign Strategies 45 X. Additional Creative Executions 57 XI. Conclusion 59

I. EXECUTIVE SUMMARY The Save the Harbor / Save the Bay TRIDENT campaign is designed to evaluate weaknesses and limitations within the SH/SB organization and supplement them with creative solutions from three distinct categories, 1.) Organizational Associations will provide SH/SB with a network of recreational, special interest and corporate partners who all are dedicated to the preservation of Boston Harbor. These partners will participate in resource sharing in order to better accomplish their individual goals. 2.) Educational Outreach will allow SH/SB to target young audiences through an expanded public school program that actively teaches the benefits of an environmentally savvy lifestyle. 3.) General Awareness will be integral to reestablishing environmental protection as an important and relevant issue in the 2002-2003 election year. Awareness techniques will focus upon introducing the public to the new objectives of SH / SB and the need to continue funding ecological preservation. This three pronged strategy is designed to maximize SH / SB’s impact upon environmental issues while conserving the organizations limited resources. 1

II. COMPANY ANALYSIS / INTERNAL ANALYSIS WHO IS SAVE THE HARBOR / SAVE THE BAY? Save the Harbor / Save the Bay, an environmental advocacy group located in Boston since 1986, was established in response to the pollution and waste that was affecting Boston Harbor’s water quality. Current SH/SB Mission We believe that the best way to keep Boston Harbor and Massachusetts Bay clean forever is to capture the economic, educational and recreational benefits of the recovered Harbor and Bay for everyone. Our mission is to build and strengthen a committed constituency to restore, protect and celebrate Boston Harbor and Massachusetts Bay. We use education, outreach, advocacy and celebration as well as publications, public forums, boat tours, youth programs and special initiatives to accomplish our mission. 2

II. COMPANY ANALYSIS / INTERNAL ANALYSIS Positioned as a link between waterfront developers and environmental conservationists. Through community outreach programs Save the Harbor/Save the Bay educates the public of the environmental issues surrounding the cleanliness of the harbor. The emphasis of this program has been in maintaining the cleanliness of the waters edge and the construction of the Deer Island sanitation facility. Keeping the harbor and the bay clean will be a double benefit for their mission as it will bring in waterfront business while also rebuilding and replenishing New England’s natural harbor wildlife. Save the Harbor / Save The Bay also offers a variety of different events spread throughout the year from Marine Mammal Safari’s where members take children out to visit the Harbor Islands, to sprints along the water to Sound Waves, the biggest blues festival on the water in this region. These events are ways to share the harbor with the community and those who have helped pay to clean it. 3

II. COMPANY ANALYSIS / INTERNAL ANALYSIS A Change in Message… Save the Harbor/Save The Bay has succeeded in its original mission of reducing Boston Harbor water pollution to safe levels and overseeing the construction of the Deer Island Sanitation facility. However, the environmental safety of the harbor is far from assured. Construction, further pollution and a lack of awareness still present significant dangers to the safety of this public waterway. Due to bad weather, incoming water traffic and other types of pollution, the harbor is an environment that is constantly changing and ecological monitoring is essential. Save the Harbor/Save the Bay must communicate to Boston residents the importance of continued environmental monitoring, legislation and preservation. 4

III. CONSUMER ANALYSIS INTERNAL CONSUMERS: 500 individuals actively volunteer with Save the Harbor/Save the Bay out of a mailing list population of 2000. These individuals come from diverse backgrounds yet share a love for the harbor and a desire to preserve its ecology. These consumers can be considered among SH/SB’s loyalist supporters and all future promotional endeavors must not alienate these important individuals. They represent SH/SB’s most cost effective way of disseminating new messages. According to the Lifestyles Market Analyst, 29.5% of Boston households have at least one child. 7.7% of them are between the ages of 8-10 and 6.6% are between the ages of 0-8. EXTERNAL CONSUMERS: Any resident of Boston or Massachusetts who takes a vested interest in the harbor and bay are potential external consumers. These individuals include singles, parents and most importantly children. Each of these segments will be targeted using specific messages and mediums. Using an education program to involve children in environmental preservation early in the consumer lifecycle is the best way to affect sustained and long term changes in behavior. Organizations also represent external consumers for SH/SB. 5

III. CONSUMER ANALYSIS Ethnicity Break Down of Boston Recreational Activities Among Boston Residents Save the Harbor/Save the Bay must attempt to target all ethnicities and interest groups in Boston so as to achieve the greatest possible awareness. All communities in the Boston metropolitan area must be made aware of the symbiotic relationship between the health of the harbor and the city. 15.2% Participate in Sailing/Boating 15.7% Running/Jogging 20.4% Frequently go Fishing 18.9% Partake in Environmental or Wildlife Activities Statistics courtesy of U.S. Census 6

III. CONSUMER ANALYSIS The 4 Consumer Segments of Save the Harbor/Save the Bay Elementary/Middle School Students This group will be targeted using educational programs and activities. Local College Students This group will be targeted by offering universities educational resources. Organizations Organizations that are concerned about Boston Harbor will be invited to join a resource sharing program. The General Public General public messages will be crafted to raise overall awareness. 7

IV. MARKET ANALYSIS The Importance of Boston Harbor… Boston Harbor serves the Massachusetts community and the East Coats as a… ● Port for Commercial Shipping ● Location for Commercial and Recreational Boating ● Location for Commercial and Recreational Fishing ● National and International Air Travel hub ● Wildlife Research and Education opportunity ●Place for Tourism and of Historical Significance Boston Harbor was one of the most polluted waterways in the United States, the harbor served as the waste disposal site for a growing metropolitan area. A $3.5 Billion cleanup program, begun in 1985 by the Massachusetts Water Resources Authority, has significantly improved the water quality of the harbor making it safe for swimming and fishing once again. Save the Harbor/Save the Bay was integral in this operation. 8

IV. MARKET ANALYSIS What’s on the Water? There are many clubs, companies and associations that provide services for sailing, fishing, diving, boating and whale watching. With more than 62 ship calls in 2001, the port is considered one of the fastest-growing high-end cruise markets in the country. Moreover, the Boston Harbor Islands are a wonderful natural resource which also provides immeasurable educational and commercial benefits. In terms of access, people rely on automobiles and mass transit as the main mode of access to waterfront areas. Parking lots and abandoned industrial sites on the coastline are constantly being transformed into new neighborhoods, hotels, office buildings, airport runways and shopping centers to draw more business. These construction projects if not handled properly can badly damage the environment. 9

IV. MARKET ANALYSIS Recreational and Commercial Construction Projects, In addition to commercial construction, the city of Boston is planning to undertake a massive effort to create more recreational areas on the coastline of the harbor. ● The sections of Route 93 replaced by the “Big Dig” are slated to become public parks and playgrounds with waterfront access. ● The South Bay Harbor Trail will be a 3.5-mile pedestrian and bicycle path connecting Roxbury’s Ruggles MBTA Station to Fan Pier in South Boston. This trial will greatly improve recreational waterfront access. ●Mass Port is activly lobbying for the construction of a new airport runway that will be constructed on one of the islands adjacent to Logan International Airport. 10

IV. MARKET ANALYSIS Water quality? In 2001 Boston Port generated 3 Billion Dollars and processed, ● 16 million tons of cargo ● 1700 Vessels ● 78,000 Cars ● More than 100,000 cruise passengers The water quality of Boston Harbor is still unstable. Beaches in South Boston and Quincy are unsafe after even moderate rainfalls. The outfall pipe’s discharge of treated wastewater into Massachusetts Bay needs to be monitored and the sewer system’s new treatment plants associated infrastructure must be properly maintained. The new Deer Island Sewage Treatment Plant, which is part of the Boston Harbor Islands National Park, is the centerpiece of Massachusetts Water Resources Authority’s (MWRA) $3.8 billion program to protect Boston Harbor against pollution from Metropolitan Boston’s sewer and rainwater disposal systems. Boston is also a major port for imports and exports being one of the primary distribution points for Volkswagen and Audi automobiles. 11

IV. MARKET ANALYSIS Boston Harbor/Massachusetts Bay Boston Harbor and Massachusetts Bay are different ecosystems. Boston Harbor is an urban estuary with an average depth of just 30 feet. The harbor does a poor job of naturally flushing out contaminants and prevalent winds actually push waste and pollution further into the harbor. The efforts to clean up Boston Harbor have not been without controversy. Because the Commonwealth delayed improvements to Deer Island for so long, federal funds that had been available in the 1970’s and early 1980’s to help support treatment plant upgrades had been discontinued. Thus, individual sewer bills have been used to cover the costs of the Boston Harbor Project. This may effect the willingness of individuals to make charitable contributions. From 1985 to 1996 the cost of city sewer use has increased 4 fold in some areas. 12

IV. MARKET ANALYSIS Further Controversy… The construction of the new Boston sewage “pipe”, a 9.5-mile tunnel under the bottom of Massachusetts Bay, will move the release point of MWRA sewage from Boston Harbor into Massachusetts Bay, where the sewage will receive greater dilution. The outfall itself will be from 55, 100-foot-high riser-diffusers spaced along the last 1.25 miles of the tunnel in 250 feet of water. Concerns have been raised that introducing this waste into Massachusetts Bay will have a significant negative impact of that ecosystem, as well as on adjacent Cape Cod Bay and Stellwagen Bank, the site of a National Marine Sanctuary. Potential environmental effects of the effluent include nutrient enrichment, resulting in increased phytoplankton growth, including toxic red tides; bacterial contamination of shellfish; and increased inputs of toxic materials into the bays. Particular concern over the effects of this waste disposal on the whale population has been voiced. 13

IV. MARKET ANALYSIS/CONCLUSSION Despite all the progress that Save the Harbor/Save the Bay has accomplished, Boston Harbor and Massachusetts Bay are still in danger. As long as pollution and sewage are piped into the water, consequences will always ensue. Conveying this message to the public and raising public awareness are critical to preserving the environment. The proposals of waterfront developers, politicians and waste disposal experts continue to effect the health of Boston Harbor and surrounding areas. Save the Harbor/Save the Bay has the potential to become more important to ecological preservation then ever before. 14

V. PROBLEMS AND OPPORTUNITIES External Analysis… • Technological Conditions • New technologies in environmental science are constantly being refined. • New theories on waste disposal, like the Boston sewage pipe under Mass. Bay, needs environmental evaluation. By evaluating the Political, economic, social and technological conditions of the market gives valuable insight into possible areas of interest and promotion for Save the Harbor / Save the Bay. • Political Conditions • Terrorism has reduced the political priority of environmental causes. • Upcoming Gubernatorial elections present the opportunity for highlighting environmental issues. • Economic Conditions • Economic Recession has reduced the political priority of environmental causes. • State budget crises and the expanding costs of the Big Dig could lead to environmentally unfriendly contracting decisions. • Social Conditions • Changes in grantmaking trends have limited the availability of funding for environmental causes. • Massachusetts is one of the stingiest states in the union for charitable contributions. 15

V. PROBLEMS AND OPPORTUNITIES • Opportunities • Change in government • SH/SB name recognition and nobility of cause • Ability to legitimize small or private advocacy recreational, and corporate organizations • Publicity events and community relations already established by previous campaigns. Internal Analysis… Evaluating the strengths, weaknesses, opportunities and threats facing Save the Harbor / Save the Bay reveals the extent, quality and limitations of the organizations resources, • Strengths • Well connected organization • Experience in political lobbying for previous campaigns • Respected in the field of environmental protection • Knowledgeable and approachable organization • Reputation of previous success • Weaknesses • Lack of public knowledge and interest for organization • Misconception: harbor is clean • Limited economic resources and staff • Mission is not measurable • Web-site development and access is limited • Threats • The “Big Dig” and other waterfront construction • The shortage of public works funds • The appeal of developing waterfront property. • MASS Port • Change in government 16

V. PROBLEMS AND OPPORTUNITIES Conclusion… Save the Harbor / Save the Bay exists in an environment that is highly challenging to its mission and objectives. The current consumer market, political environment and economic recession pose serious threats to SH/SB’s ability to fulfill its long term objectives of ecological protection. Limited funding and a dramatic drop in environmental grant availability also limits the resources that SH/SB can bring to bear on environmental problems. SH/SB must find a way to fully utilize resources, raise awareness and educate on a limited budget. 17

VI. OBJECTIVES OF THE TRIDENT CAMPAIGN Why Trident? The Greek god Poseidon was the younger brother of Zeus and ruler of the sea. When provoked or angered, Poseidon would rise from the water encircled in foam, wielding a three-pointed staff called a Trident and oppose those who would violate or desecrate his domain. The Trident campaign is based upon three separate and distinct strategies designed to increase awareness for Save the Harbor/Save the Bay and environmental protection. 1.) A general awareness campaign designed to expose Boston residents to the benefits and dangers facing this waterway. 2.) An Organizational Association of recreational, special interest, and corporate groups working in unison and sharing resources for the betterment of the harbor. 3.) A enhanced educational program to reach young consumers and teach the importance of an environmentally savvy lifestyle. 1 2 3 18

VI. OBJECTIVES OF THE TRIDENT CAMPAIGN General Awareness Objectives… -Save the Harbor/Save the Bay must re-introduce itself to the Boston community. In doing so SH/SB should modify its mission to be measurable, establishing for itself benchmarks upon which to monitor and evaluate future successes. -The organization should associate its brand image with activities that promote the recreational and educational benefits of the harbor. -SH/SB should be portrayed as an advocate to the residents of Boston and mutual defender of the harbor. MARKETING OBJECTIVES: • Convey the importance of environmental protection as a sustained obligation and overcome the mentality that harbor preservation has concluded. • -Raise awareness in the community about waterfront construction and its effects upon harbor ecology. • Ensure that the public is made aware of land usage following the conclusion of the “Big Dig” and that this land should be used for the purpose of public recreation. COMMUNICATION OBJECTIVES: 19

VI. OBJECTIVES OF THE TRIDENT CAMPAIGN Organizational Association Objectives… -Save the Harbor/Save the Bay should form partnerships with other local recreational, corporate and environmental groups in order to expand the range and scope of services that these groups can provide. These associations will be chosen carefully and coincide with the spirit and mission of SH/SB. -Partnering with other “Save the Bay” organizations (like those involved with saving the Chesapeake Bay) may yield valuable national associations and the opportunity to share knowledge and environmental approaches. MARKETING OBJECTIVES: • Organizational associations will bring SH/SB to new individuals. The message must be one bridges the gap between corporate entities and environmental groups. These organizational associations will help shape SH/SB’s brand image. • -Organizations must be convinced to share resources with SH/SB in exchange for environmental creditability and expertise. SH/SB will present themselves as experts in Boston’s marine ecology and powerful educational resources. The communication to organizations must also include reference to other joining partners and the resources they will bring to the table. COMMUNICATION OBJECTIVES: 20

VI. OBJECTIVES OF THE TRIDENT CAMPAIGN Educational Objectives… • A good education program would be the best solution for enacting sustainable consumer behavior changes in the community. By reaching consumers young in the life cycle, environmental concerns can be taught. • Educational programs are one of the most heavily grant funded areas in the non-profit sector. A well thought-out and effective education plan may allow for the possibility of future foundation and community grants. MARKETING OBJECTIVES: -To teach young children the importance of Boston Harbor and environmental protection. -To gain awareness for SH/SB in the non-profit sector as an educational and environmental organization that benefits the environment and the community. COMMUNICATION OBJECTIVES: 21

VII. General Awareness Strategies Why General Awareness? Save the Harbor/Save the Bay needs to become more identifiable within Boston’s communities. The general public along with local companies and organizations do not identify Save the Harbor/Save the Bay as a vital resource in protecting Boston Harbor and Massachusetts Bay. By generating more awareness, SH/SB in turn, will gain more support and recognition, expand their volunteer base and hopefully increase their budget and necessary funds to help maintain the waters’ cleanliness. Concentrating on specific advertising mediums, being involved with special community events and making the mission statement more measurable may foster more understanding for Save the Harbor Save the Bay. Also changing tag-lines so they emphasize the mission may be helpful. Tag-Line Changes Change “The Coast is Clear” to “Keeping the Coast Clear” 22

VII. General Awareness Strategies Making the Mission Statement Measurable… Our mission is to build and strengthen coastal awareness by restoring, protecting and celebrating Boston's Harbor and the Massachusetts Bay, thus making it accessible to the general public 23

VII. General Awareness Strategies Special Events… *Grand Openings of waterfront development (hotels, restaurants, shops, etc). – SH/SB may be able to provide information. *EarthFest – held annually in the month of April. The event is held all day and is located at the Hatch Shell near the Charles River. There is a free concert by various well-known artists along with food and other activities. Booths are set up which have information about the environment and how to protect our natural resources as well. SH/SB has an opportunity to promote its organization almost at a no cost basis. The event also attracts a variety of consumers (ages and lifestyles). SHSB can provide brochures, balloons, pens, and other items to those who are interested. SH/SB can also have their mascot “Sammy the Seal” make an appearance for younger children. 24

VII. General Awareness Strategies Advertising… *Radio Spots – SHSB can create Public Service Announcements to promote special events they are holding i.e. Marine Mammal Safari and the SoundWaves concert during the summer. P.S.A.s are inexpensive and a good way to advertise upcoming events. *Billboard Ads – Ads can be created to use specifically for mass transportation. At key T stops (Park, Harvard, Copley, Government Center, etc), on commuter rails, the T, MBTA buses and platforms *Print – Using the Boston Herald and the Metro (regional section) as main sources of print advertising particularly for special events such as the Fishing Derby and the SoundWaves concert. *Website – SHSB will have an updated website giving more information about the organization and their community events. A history of the Harbor clean up (with graphics) can show the impact the organization has. The kid’s link needs to be more “fun” and “enticing” for children. 25

VII. General Awareness Strategies Advertising… *Brochures – Colored brochures (front and back) can be sent to various organizations that collaborate with SHSB. These brochures will provide the mission and basic objectives of Save the Harbor/Save the Bay’s plans. 26

VIII. Organizational Association Strategies Marketing Strategy… SH/SB needs to form partnership with other local recreational and environmental organizations in order to expand the range and scope of services that the group provides. This organizational association will integrate all the recreational, educational and environmental resources in Boston. We hope that the network coupled with ongoing collaboration with strategic partners, result in valuable programming fulfilling the objectives of our target audiences, co-sponsors, and participating speakers. Furthermore, through more different channels, the events held by SH/SB will have wider awareness and more incentives to attract more extensive audience. 28

VIII. Organizational Association Strategies Association Selection Criteria… These associations have to be chosen carefully and coincide with SH/SB’s mission and goals. The organizations we select have to conform to the four criteria below: 1.) The organizations have to be business friendly. 2.) The organizations are concerned with environmental issues. 3.) The cooperation will enhance the community relations. 4.) The cooperation will contribute to the prosperity of recreation and tourism in Boston. 29

VIII. Organizational Association Strategies Current Partners… Save the Harbor / Save The Bay will work with its current partners like the Courageous Sailing Club to show the benefits of organizational associations. SH/SB will extend this program to include more organizations under the same premises of sharing resources in order to mutually promote SH/SB and the specific business. These associations will provide opportunities for SH/SB to reach consumers while providing organizations the consumer recognition of being environmentally concerned. These associations are designed to brand SH/SB and obtain top of mind awareness. New Partners… Now SHSB is going to next stage to get people in Boston involved in Boston harbor. Therefore, SHSB should find more different businesses to attract more people with diverse backgrounds, like sailing/boating companies, WTCB, hotels, restaurants, financial companies, and coffee shops. SHSB can cooperate with these new partners through the current events or new programs. In the beginning, SHSB can partner with businesses somehow relative to the harbor or dedicated to the community involvement. Then, SHSB can expend its scope from the start point into other businesses. 30

VIII. Organizational Association Strategies At the same time, whenever the SHSB holds an event or an activity, the partners’ brochure or introduction will be placed in the venue for publicity. Based on the criteria mentioned above, we find some possible businesses that SHSB can work with: • Northeastern University (Marine Science Center) • Boston Duck Tours • Restaurants -- Naked Fish restaurant • Starbucks ■ World Trade Center Boston/Seaport Hotel ■ New England Financial/State Street Corporation 31

VIII. Organizational Association Strategies • Northeastern University (Marine Science Center) WHY Northeastern University has New England's leading marine biology program. Located on the peninsula of Nahant, Massachusetts, Northeastern's Marine Science Center is a part of the College of Arts and Sciences with faculty members having appointments in the Department of Biology. Its main campus is in Boston, holds title to approximately 23 acres of open land with over 3500 feet of ocean frontage. Marine Science Center involved in the scientific efforts around the outfall project in Boston Harbor and Massachusetts Bay (Help End Sewage Discharges to Boston Harbor). In addition, some experts in Marine Science Center also research the coastline and deeper waters from the Boston Harbor to the Gulf of Maine. Strategy SH/SB will collaborate with Marine Science Center to provide general information about specific oceanographic subjects, limited educational travel opportunities and help design educational program for children/educators and seminars that cooperated with WTCB/Seaport Hotel. SH/SB will help promote the preservation and educational program of Marine Science Center, exchange the benefits from others SH/SB’s partners (i.e.: free one day Duck Tour/ year, Gift certificates and directs Marine Science Center to other resources in other organizations or agencies with similar mission.) 33

VIII. Organizational Association Strategies • Boston Duck Tours WHY Boston Duck Tours is a unique land-and-water tour in an amphibious vehicle in Boston. In addition, with their employees Boston Duck Tours are committed to strengthening the mutually beneficial relationship to establish with the city of Boston. Boston Duck Tours has involved in many public services (i.e. Veterans Ride Free!). In addition, its General Manager, Cindy Brown, is the vice chair of The SYTA Youth Foundation, which is a charitable fundraising committee within the Student & Youth Travel Association of North America. Boston Duck Tours would be a potential sponsor or partner to collaborate with. Strategy In cooperation with Boston Duck Tours, SH/SB will help arrange to put Boston Duck Tours in SH/SB one-day trip package of WTCB/Seaport Hotel. Boston Duck Tours may support SHSB with its discounts or free rides in return. SH/SB can use these benefits on its volunteer and partner program (Offer free rides to our members annually). Furthermore, in terms of education and culture for next generation, SH/SB has the similar mission with SYTA Youth Foundation. SH/SB can propose an educational plan for youth through Boston Duck Tours General Manager, Cindy Brown to collaborate with SYTA Youth Foundation in future. 34

VIII. Organizational Association Strategies • Naked Fish Restaurant • WHY • SH/SB needs to form partnership with other local recreational and environmental organizations to broaden the range and scope of services that the group provides. Restaurant would be a good partner. There are many restaurants in Boston; however, SH/SB should choose them under the following considerations: • 1.) It will be better if this restaurant is Massachusetts-based. (It is believed that if the organization SH/SB collaborate with is Massachusetts-based, it will be more willing to help improve the quality of Boston Harbor and its community which it is a part of) • 2.) This restaurant serves seafood. (It is believed that if this organization is harbor-related, or serving seafood, it will have the obligation to help improve the quality of Boston Harbor to prove its service/product is safe) • 3.) This restaurant has the experience in community development or public service. (It will be easier for SH/SB to start a partnership in beginning) Naked Fish restaurant is first suggested to collaborated with. • Naked Fish restaurants are located in Westboro, Quincy, Downtown Boston, Hingham, Lynnfield, Newton, Watertown, Billerica and Framingham in Massachusetts. Its philosophy is to fill a clear market need for a new and fun upscale, moderately priced, high-quality fresh fish and seafood option in Greater Boston area and other markets. 35

VIII. Organizational Association Strategies • Naked Fish Restaurant Strategy This restaurant holds a lot of events on its own, and has experience of collaborating with non-profit (Prevent Child Abuse Massachusetts). Resources it can offer are sampling food, gift certificate, discounts for group, and Naked Fish Bus (which is an event bus around great Boston and serving sampling food). SH/SB can hold some event regarding quality of the water or wildlife in the sea in connection with Naked Fish and help arrange to put it in SH/SB one-day trip package of WTCB/Seaport Hotel. 36

VIII. Organizational Association Strategies • Starbucks WHY Since Starbucks wants to gain recognition from the public for its social responsibility performance, SHSB can offer the social recognition and awareness to Starbucks. Recently, Starbucks just sponsored a water clean-up event, and the earth day activities. Besides, Starbucks is known for its music inside its coffee outlets; therefore, the blues concert is also a good event corresponding to its image. Strategy Starbucks can offer funds or coffee as a way to help SHSB’s events. For example, in the Sound Wave event with a live blues concert, or in an education forum, Starbucks can provide free coffee in the concert. In terms of volunteer program, Starbucks also can supply its coffee beans or gift certification as an incentive to the volunteer. Public Relations Strategy Organizational associations will also provide interested audiences who may be interested in volunteering and/or supporting SH/SB. Partnering with large organizations not only conduces to the extensive awareness of SH/SB, but also may provide large funding increase. 37

VIII. Organizational Association Strategies • World Trade Center / Boston Seaport Hotel Located on Boston’s historic waterfront, the World Trade Center Boston is New England's premier choice for exhibitions, conferences, and special events. Adjacent to the WTCB, Seaport Hotel is an exciting new addition to Boston’s waterfront, which has 426 first-class guest rooms. The Seaport Hotel and World Trade Center Boston is a vibrant waterfront complex that provides complete services to both business and leisure travelers. More than just a building or organization, the WTCB unites local and international entrepreneurs, government agencies and business councils to promote and facilitate international trade in New England. Working closely with federal, state and local governments, local corporations and bilateral business councils, the WTCB has the innate ability to form a cooperative link and network with private and public organizations. Through mutually beneficial partnerships, the WTCB usually hold broad range of conferences and seminars to the New England region. According to the above characteristics, the WTCB/Seaport Hotel is a suitable organization for SH/SB to cooperate with. The WTCB/Seaport Hotel will be an effective channel for SH/SB to attract business audience and sponsors; and on the other hand, the WTCB/Seaport Hotel has the social responsibility and demand to keep the Boston Harbor clean and to promote the prosperity of the waterfront area since located on the Boston Harbor waterfront is their main attraction. The potential cooperative events could be “SHSB one-day trip package”, and the “ Boston Harbor related seminars”. 38

VIII. Organizational Association Strategies SH/SB One-Day Trip Package… The WTCB/Seaport Hotel not only a place for exhibition, but also has extensive services for both business travelers and leisure travelers. As for the leisure travelers, the WTCB/Seaport Hotel has various vacation packages; and for business, the Waterfront Collection, the event planner in WTCB, offers a one-stop resource to manage the intricate details of even the most complex event. What WTCB/Seaport Hotel does is to offer a complete service for clients both in business or on vacation. SH/SB can provide WTCB a one-day trip package in its services. This SH/SB one-day trip package is designed by SH/SB and only sold in WTCB/Seaport Hotel. Sailing activities and Boston Harbor Island National Park Trip will be the alternatives in the package. Members of WTCB can have a lower price to experience sailing around historic Boston Harbor. They can choose to attend the one-day course, private sailing or captained sailboat cruise depending on their ability of sailing. For people are not interested in sailing, they can choose Boston Harbor Island National Park Trip, also with lower price if they are members of WTCB. Having the partnerships with other organizations such as Duck Tour, sailing clubs (Boston Sailing Center or Boston Harbor Sailing Club), waterfront restaurants and pubs (Naked Fish or Barking Crab), SH/SB can provide several discount of recreational activities in Boston in the one-day harbor trip for the WTCB members. Members of WTCB not only can have the customized trip with lower price, but also can have coupons to have fun in Duck Tour and enjoy the food in gourmet restaurants. Through the trips, visitors can experience the fun of Boston Harbor and understand what SH/SB did. 39

VIII. Organizational Association Strategies SH/SB One-Day Trip Package… Most members of WTCB/Seaport Hotel are business travelers from New England Region. They may explore the opportunities to invest around Boston Harbor and be interested in sponsoring SH/SB through this trip. These members of the WTCB who have been participated the trip will also be added into the list of SH/SB because they are potential sponsors. When SH/SB has events, these members on the list will be informed. After the network is built, Boston Harbor is more accessible to travelers and SH/SB fund-raising can target more effective audience. In terms of the WTCB/Seaport Hotel, this customized and discounted travel package will become one more benefit that it can provide to its members. 40

VIII. Organizational Association Strategies Boston Harbor Issue Related Seminar The WTCB/Seaport Hotel holds the various conferences and seminars regularly. SH/SB and the WTCB/Seaport Hotel can cooperate several lectures or seminar series related to the environmental protection, Boston Harbor and marine life topics. Besides the representatives of SH/SB can host the lectures about the current issue of Boston Harbor, Northeastern University, which has a partnership with SH/SB in terms of education resources, can provide the speakers or resources about oceanographic for the seminar series. These seminars or lectures will attract people who are interested in the issue related to the environmental protection, Boston Harbor and marine life, therefore, these participants may be the potential volunteers of SH/SB. These participants will be added into the list of SH/SB and when SH/SB have any events or related information, they will be informed. We hope explore more potential volunteers through this network. 41

VIII. Organizational Association Strategies ■ Financial Companies Financial companies take a big part of Boston’s business, so it will be a crucial resource for SHSB. Also, we find two possible financial companies: New England Financial and State Street Corporation. Communication Strategy Both of these two financial service companies are Boston base. They are highly willing to get involved in community activities and also encourage their employees to join in volunteer works. They even have volunteer teams to participate the community activities. Through the cooperation with financial companies, SHSB can gain broader awareness and support, and these companies can also get recognition, publicity and good image in social responsibility. 42

VIII. Organizational Association Strategies Dedicated to good corporate citizenship, New England Financial puts this principle into practice through a broad range of community programs. Understanding that good citizenship means lending a helping hand, NEF organizes a number of group volunteer projects for employees throughout the year and has programs that recognize employees who volunteer in their communities. It’s also the affiliates of MetLife which headquartered in New York. In the past, New England Financial has donated to several Boston-area non-profit organizations in different aspects as blow: 43

VIII. Organizational Association Strategies State Street Corporation is the world's leading financial services specialist focused on meeting the needs of sophisticated investors. State Street offers the strength and stability of a global franchise, backed by the local expertise and relationship focus of approximately 19,800 industry professionals. In each of these areas in community affairs, volunteerism, global philanthropy, and community development, State Street takes a focused approach that emphasizes four primary concerns: education and job-skills training, neighborhood revitalization, youth programs, and health and human needs. State Street is an innovator in developing programs and partnerships that strengthen communities. In 2001, State Street targeted over $67 million towards community development programs, including affordable housing and small business investing, supplier diversity program, the matching gift program, corporate contributions, and the United Way campaign. 44

IX. Educational Campaign Strategies The Education Campaign will focus upon educating two different groups with separate strategies, Head of Departments and Teachers Business to Business • Know Your Bay Workshop • Wine and Cheese Social -Volunteer Recruitment -Individual Business Seminars 45

IX. Educational Campaign Strategies Head of Departments and Teachers -Know Your Bay Workshop The first step in our education campaign will be to educate our educators. A workshop will be held for the Directors/Chairs of Science Departments of the Boston Public School System. The object of the activity is to educate our teachers about what is going on with our harbor. The workshop will consist of three major speakers that can offer all the information necessary to the schools in order to get them to incorporate SH/SB as part of their teaching material for the upcoming school year. Speakers: Northeastern University Representative (Marine Biology Department) What is really going on with our Bay? Save the Harbor, Save the Bay Representative What are we doing for our Bay? What we want to do? What can you do to help? Boston Public School Representative (City Learning) What can we do to help? What role does education play? How can conservation lessons fit into your curriculum. 46

IX. Educational Campaign Strategies Head of Departments and Teachers -Wine and Cheese Social A spin off from the workshop will be held for all science teachers in the Boston Public School system in the month of October. The invitational Wine and Cheese Awareness Event will offer teachers the opportunity to learn more about our Boston Harbor and to learn how they can help thru their classes and students to keep the Harbor clean. Speaker: Rick Mckenna (SHSB Representative) What options are available for schools? What can they do with SHSB to help keep the harbor clean? The Wine and Cheese Social allows SH/SB touch base with teachers early in the year and re-enforce the Know Your Bay Workshop and how it can be incorporated into their curriculum. 47

Save the Harbor / Save the Bay TRIDENT Campaign April 30 th , 2002