2. PRESENTATION OVERVIEW CAMPAIGN BASED ON RESEARCH THE BIG STORY: TWO KEY THEMES THE CAMPAIGN GOAL DEVELOPING A STRONG BRAND ATTRACTING BROAD SUPPORT

3. INFORMING THE CAMPAIGN Stakeholder interviews Leader briefings Research Scoping session Focus groups Strategy development sessions

4. KEY FINDINGS KEY FINDINGS Working Wetlands Vast Territory of World Ecological Significance Little Recognition of Louisiana’s Assets to Nation’s Economic & Energy Security Complex Problem with Complex Solution Level of Enthusiasm for Solution High

5. KEY FINDINGS KEY FINDINGS FEDERAL GOVERNMENT SEEN AS RESPONSIBLE TO PAY COST TO REPAIR DAMAGE NOT AN ISSUE

6. CAMPAIGN THEMES CAMPAIGN THEMES World Ecological Significance lifecycle, habitat, conservation, stewardship Economic & Energy Security energy, lifeline, transportation, food

7. CAMPAIGN GOAL CAMPAIGN GOAL Raise public awareness of the impact Louisiana’s wetland loss has on the state, nation and world and gain support for efforts to conserve and save coastal Louisiana.

8. BRAND

9. CAMPAIGN OBJECTIVES CAMPAIGN OBJECTIVES 1. Brand Awareness  Identity  Print & Electronic Materials  Toolkits 2. Outreach/Media/Policy  Briefings  Policy Support  World Media Campaign  TV/Media Partners 3. Reaching Critical Audiences  Advocates  Coop Orgs  Impact Communities  Celebrities 4. Education Programs  Summits/Conferences  Festivals  AW Trail  Educational Program 5. Funds Development  AW Trust  Individual Contributions  Fundraising

10. PRIME STRATEGIES PRIME STRATEGIES Hurricanes: The Big Storm Population/Cultural Loss Economic Disruption Loss of Infrastructure Ecological/Environmental Impacts MEDIA STORIES

11. BUILDING STORYLINES Economic & Energy Security Oil & Gas Supply Threatened Stock Market Impact Seafood Supply Buffer Zone New Orleans/Coastal Risk Loss of Infrastructure Ecological/Environmental Impacts

12. PRIME STRATEGIES PRIME STRATEGIES Lifeline To A Nation Oil & Natural Gas Flood Control Transportation of Vital Commodities Commercial Fisheries MEDIA STORIES

13. PRIME STRATEGIES PRIME STRATEGIES World Ecological Significance Habitat loss Important Species Waterfowl/Flyway Fishing & Hunting Conservation Eco-Tourism MEDIA STORIES

14. PRIME STRATEGIES PRIME STRATEGIES SPECIAL SECTION INSERTS Economic Impact/Assets Oil & Natural Gas Stable Economy Transportation of Vital Commodities Commercial Fisheries Energy Security National Security Strategic Petroleum Reserves MEDIA PARTNERS

15. PRIME STRATEGIES PRIME STRATEGIES EDUCATION MEDIA PARTNER Student Magazine - 2.2 million 4-6 grade kids Teachers Guide - 88,000 4-6 grade teachers Classroom Poster - 88,000 classrooms Mini Website on timeforkids.com -12 million page views a month -1 million unique users MEDIA PARTNERS

16. PROGRAMS FOR YOUTH PROGRAMS FOR YOUTH

17. PRIME STRATEGIES PRIME STRATEGIES DOCUMENTARY SPECIALS PBS NPR DISCOVERY NETWORKS DISCOVERY CHANNEL ANIMAL PLANET TRAVEL CHANNEL THE SCIENCE CHANNEL ESPN/BASSMASTERS MEDIA PARTNERS

18. PRIME STRATEGIES PRIME STRATEGIES Conference Exhibits Print Material/Brochures Identity Guide Specialty Items Video Resources Powerpoint Presentations EXPOSURE & PROMOS

19. PRIME STRATEGIES PRIME STRATEGIES About AW News Room Info Central Get Involved Our Partners WEB SITE

20. PRIME STRATEGIES PRIME STRATEGIES Fairs & Festivals Exhibit Schools and Libraries City Halls & Community Centers Major Events and Attractions Target National Audiences MOBILE EXHIBIT

21. CAMPAIGN SPONSORS CAMPAIGN SPONSORS WORLD SPONSOR SHELL OIL COMPANY FOUNDATION

22. COOPERATING ORGANIZATIONS COOPERATING ORGANIZATIONS NON-GOVERNMENTAL ASSOCIATIONS Louisiana National International STATE & FEDERAL AGENCIES FOUNDATIONS

23. COMMUNITY PARTNERS CITIES & TOWNS PARISHES ATTRACTIONS FAIRS & FESTIVALS RESEARCH CENTERS WILDLIFE PRESERVES RECREATION AREAS

24. MAJOR EVENTS LEADERSHIP TOURS AW SUMMITS CONFERENCES Environmental Writers Bass Masters Estuarine Areas AW REVIVAL TOUR MEDIA EVENTS

25. In the time it took for this presentation, Louisiana lost a football field of land.

26. www.americaswetland.com 1-866-4WETLAND CONTACT INFORMATION