Friends of Panda Mountain is a charitable organization focused on helping pandas through habitat restoration projects in Wolong Nature Reserve, China. Unlike other wildlife organizations, it works directly with local villagers to restore the balance between humans and pandas. However, it faces challenges in building awareness of its cause and engaging supporters due to the unexciting nature of environmental protection work. It needs to develop an engaging marketing strategy using social media, partnerships, and transparency to effectively communicate its mission and activities.

1. panda
Friends of
MountainFriendsofPandaMountain.org

2. HELP
SAVE
THE
PANDAS!

4. Panda Mountain?
Friends of Panda Mountain is a
Charitable organization focused on
helping Pandas in the wild
of the Wolong Nature reserve through
habitat restoration.
What is

5. problem
1. Who are they?
2. Where are they?
3. What do they want?
4. What can FPM do for them?
The big
It’s difficult to find the community
and the supporters for this cause.

6. ‘Markets are
conversations’
Cluetrain manifesto

7. to conversations’
Jessica Hagy
the key
Being interesting is

8. Elevator PitchFor world changers wanting to help
Pandas in the wild. Friends of Panda Mountain is
an NGO that helps the pandas through habitat
restoration projects. Unlike other wildlife
organizations, Friends of Panda Mountain works
directly with the villagers in
Wolong, China to restore the balance
between humans and Pandas.

9. Brand
Cute, Warm, fuzzy, cuddly, helpless, humorous
makes you want to pick it up and hug it forever.
personality

10. Value
Warm,
friendly,
happy,
caring,
Wise.

11. Definition
Environmental
superheroes

12. PromiseHelping the
pandas because
they can’t
always help
themselves!

13. Awareness and Brand engagement
Build a caring and actively
engaging community.
Most important KPI

14. Communication problem
Environmental protection, habitat restoration & renewing
the balance between humans & nature is boring &
Unsharable& people simply won’t shareit
in popular culture. They’ll think ‘oh that’s nice, good for
them!’ then walk away.

15. How to unlock
the KPI secret?

16. People don’t share charities!?
• It’s
not exciting
• There is no sizzle
• Psychologically
we don’t like spreading sad news
• People only share outrage!
• People
share humor
• People
share Groundbreaking/new
• People will only share interesting

17. StrategyEngaging with big brands
for cross-marketing
opportunities.

18. DesignersFamous
designers
designing in
partnership
with FPM Panda
themed eco-lines or
products.

19. DRUGSGet a big-Pharma CSR partner to help
develop edu-program/social business for villagers in
Wolong with herbal Chinese medicines.

20. Cathay
Pacific
Rewards program for frequent fliers/platinum members
are able to win tickets to an exotic panda adventure in
the Wolong nature reserve.

21. Pennies for pandas
Hotel program where guests have the option to
stick all their unused foreign coins in to envelopes
to ‘Save the Pandas’ before they check out.

22. Panda Parties
OFFline Parties/events
educating party goers
& fundraising for
habitat restoration.

23. Celebrity
Panda-Ambassador outreach program reaching out
to local and international celebs to be faces of
‘Saving the pandas’

24. TOYS/ONLINE1. Creating a Panda Mountain
online interactive avatar
community for children
that would mimic the Club
Penguin model.
2. Kids buy Panda Mountain
plush toy with personalized
login code.
3. Kids take code and login to
Panda Mountain online
community and create
personalized avatar and
participate in gamification.

25. A GAME ONLINE FOR PANDAS!

26. Build a Tribe! FANS RECRUIT Fans

27. Panda Blog• We need to make the site the premier informational hub for
Panda research and knowledge.
#1 Habitat restoration education
#1 Panda information
#1 Panda related updates

28. BLOG STRATEGY
1. RSS feed for panda info to create
relevant content for our readers.
2. That we can then tweet out
3. That we can include in our quarterly
newsletters

29. #TWITTER
• New blog posts written from
relevant panda news on RSS
feeds
• Re-tweet #Pandapose submission
pictures on instagram/fb fan
page.
• Re-tweet anything
environmental/panda related

30. Facebook
• Engage fans with which is cuter voting posts
• Posts written on our blog from RSS feeds
• Post and tag #pandapose pictures
• Post pictures from fundraising events
• Post updates from school projects
• Post updates from site visits to Wolong
• Post celebrity endorsement related articles

31. Pinterest
• Create panda pictures wall
• Create funny panda sayings on pics
• Show beautiful Wolong landscape
• Post #pandapose pics of celebrities and ‘friends’
of Panda Mountain
• All pictures will have watermark and link back
to ‘Friends’ website/fb page

32. YOUTUBE
1. Constantly film funny videos of
pandas with the hopes of
catching them doing something
viral
2. Create educational vlogs of the
work being done up in Wolong.

33. #Instagram
#pandapose
#wolonglandscapepics
#PAndapics
#helpingVillagers

34. Onramping• Online website tells an amazing story
• Makes people want to donate to cause
• Makes people want to visit Wolong to
participate in service education projects
• Go to events->take pics->post to insta/fb-
>join group/sign up.

35. #PANDAPOSE
Capitalizing on the whole
Asian pose meme and owning one pose
in particular.
Instagram/Vine/Facebook fan page
viral campaign.

36. #pandapose

37. Creating the memE #pandapose allows the
Friends of Panda Mountain brand to remain relevant fun
and sexy as a viral meme amongst the hard to engage and
hard to impress 16-30 year old
demographic with an un-engaging topic like
habitat restoration.
#pandapose

38. Activation Retention
• Quarterly newsletters
• Twitter retweets
• Instagram #pandapose contests and shares
• New facebook posts
• Sponsored stories highlighting the good deeds
that panda mountain is doing.
• Celebrity endorsements pictures/interviews
• Celebrity visits to Wolong

39. Viral Loop
• Share videos
• Share articles
• Share #pandapose
• Share party related pictures
• Share school project events

40. Mail ChimpTo handle all of our EDM database and
scheduled quarterly mail outs.

41. But most of the work is
in habitat restoration…
That’s ok this is strictly for marketing/branding and
onboarding purposes for the general uneducated public.
1-get them interested first.
2-when they ask let them in on the
down and dirty details of the
great work being done in Wolong.

42. problem
1. Even if we had a full time social
media manager in charge of
content curating and creating this
still takes a lot of time.
The other big
Who has time to do all these updates?!

43. SOLUTIONS
1- HootSuite.com
2- IFTTT.com
3- Bufferapp.com
To save time!!

44. Become
So you say you’re an expert?
Prove it!
Challenge to Panda Mountain Staff!
an Expert

45. HOW to prove it?1. Friends needs to start writing articles and
doing interviews on the subjects that matter
2. Habitat restoration/pandas
3. We need to build the social proof online and
be known as experts in the field, otherwise
‘Friends’ is just a commodity.

46. No Public donation
1. People are very skeptical
these days when giving money to
charities.
2. The biggest question is, where is my
money going?!
Problem

47. Transparency• Where does the money go?
• What has Panda Mountain done?
• Who or what was affected by my donation?
• Prove it!
• If you want the public to be constant lifetime
contributors you need to be able to provide these
transparent models to keep their donation
behavior/support for a long time.
answer

48. Case Study-Charity:Water
Donors see exactly where
their dollars go!

49. Donors see exactly
what their dollars do!

50. Social ProofBrands and universities associated with
Friends of Panda Mountain on website.

51. Problem
OUTDATED WEBSITE

52. ALMOST THERE…

53. Boom, now we’re updated

54. Ex;Targeted Ads
Love Pandas?

55. Want to Help these Pandas survive?

56. Want to Help me survive?

57. Habitat restorationIs not a spectator sport!