Sea Change

COMMUNICATION PLAN
Presented By:
Lauren OLeary & Kasey Streets

table of contents
introduction

Executive Summary.....................................................................................................................................1
Background......................................................................................................................................................2

research

Client/Organization Research...........................................................................................................3
Opportunity/Problem Research........................................................................................................4
Audience/Publics Research.................................................................................................................5
SWOT Analysis................................................................................................................................................6

objectives
Output Objectives........................................................................................................................................7
Impact Objectives.........................................................................................................................................7

programming
Key Messages.................................................................................................................................................8
Strategy.............................................................................................................................................................8
Tactics..........................................................................................................................................................9-10
Audiences...........................................................................................................................................................11
Channels..............................................................................................................................................................11
Personnel...........................................................................................................................................................12
Budget.................................................................................................................................................................12
Timeline........................................................................................................................................................13-14

evaluation

Output Objectives......................................................................................................................................15
Impact Objectives.......................................................................................................................................15

conclusion.........................................................................................................................................................16
appendix

Volunteer Punch Card..............................................................................................................................18

Social Media Calendar..............................................................................................................................18
Campaign Flyer...............................................................................................................................................19
E-Newsletter................................................................................................................................................20

references...........................................................................................................................................................21

executive summary
This goal of this communication plan is to promote
the new SEA LIFE Michigan aquariums efforts to get
more involved in the community by utilizing a variety
of special events, public relations tactics, strategic
partnerships, and social media channels. Capitalizing
on the trend of volunteerism and alternative break
trips that are becoming more popular among young
people, SEA LIFE Michigan strives to encourage local
students to take direct action and make the Earth
a better place by engaging in various marine life and
environmental conservation activities.
This will create and reinforce favorable
attitudes towards the new aquarium by providing
exciting opportunities for education and hands-on
volunteer experience for students wanting to make a
difference. The communication plan will garner media
attention, attract more visitors, increase ticket
sales, generate a larger social media presence, and
promote SEA LIFE Michigan as an environmentally
friendly organization and a fun, one-of-a-kind
experience for families and individuals of all ages.

background

SEA LIFE Michigan is located in the Great Lakes Crossing Outlets shopping
mall in Auburn Hills, Michigan.The for-profit aquarium officially opened on January
29, 2015, being built inside the malls former GameWorks store.

With 35,000 square feet and 150,000 gallons of water, it is the states largest
aquarium. It hosts more than 5,000 creatures and 250 different species, including
sharks, coral reefs, stingrays, a giant pacific octopus, jellyfish, seahorses, turtles, and
more.The aquarium includes 20 themed displays, a 180-degree underwater tunnel
for visitors to see animals swimming above and around them, and an interactive
touch-pool to allow visitors to get in touch with the sea.

There is also a special freshwater tank to showcase fish native to the Great
Lakes, as well as a play area for kids and a retail store filled with souvenirs. The
attraction is expected to draw thousands of tourists from across the region every
year, as it is only one of eight SEA LIFE locations in the United States.

Aquarium hours are 10 a.m. to 9 p.m. Monday through Saturday and 10 a.m.
to 6 p.m. on Sunday. A day-long pass costs $23.50 for adults ($21.15 online in
advance) and $18.50 for children ages 3-12 ($16.65 online in advance). Children
younger than 3 receive free admission. Special rates are offered for school field
trips, group visits, and birthday parties.

organization research

SEA LIFE is the worlds largest aquarium brand with over 40 centers internationally.
For the past 30 years, it has changed the way marine animals are exhibited the way
people interact with them, creating highly educational and immersive experiences. While
SEA LIFE only chooses to exhibit species that flourish in aquarium settings, each location
provides an incredibly realistic picture of the wealth and diversity of ocean life. SEA LIFE
is owned by UK-based Merlin Entertainments Group, the worlds second largest visitor
attraction operator with more than 100 attractions in 22 countries across four continents.

SEA LIFE is actively involved in conservation, research, and rescue projects. It
runs its Breed Rescue Protect initiative, which includes breeding endangered species,
rescuing hundreds of sick and injured animals and releasing them back into the wild,
and actively campaigning to protect individual species and marine environments from
exploitation and destruction. These initiatives generally fall into one of three areas:

1. Running global breeding programs for 13 species of endangered rays and 9
species of seahorses to help the creatures from facing extinction
2. Rescuing hundreds of sick, orphaned, and injured seal pups and turtles every
year, rehabilitating them and returning them to the wild wherever possible
3. Campaigning for marine protected areas to be set up across the globe and
taking direct action against pollution by organizing international beach cleans

In addition to practical breeding, homing, rescue, and rehabilitation of ocean
dwelling creatures, SEA LIFE also hosts conferences and works with specialist organizations,
individual experts, governments, businesses, and local communities on campaigns and
activities that protect marine creatures and their environments across the globe.

Its independent charity, SEA LIFE Trust, works globally to protect the worlds oceans
and the marine life that lives within them. Through innovative conservation campaigns,
scientific research, and inspiring education, they advocate the need for plastic-free oceans,
sustainable fishing, effective Marine Protected Areas, and an end to the overexploitation
of marine life.

opportunity research

Since opening in January 2015, SEA LIFE Michigan aquarium has been
generating a lot of interest, with tickets constantly selling out online. As the largest
aquarium in Michigan and only one of eight SEA LIFE locations in the entire United
States (with the closest one being in Minnesota), it attracts visitors from a wide
geographical area. Attendance is also boosted by being located inside a major
shopping mall that attracts thousands of visitors from around the state and other
countries (especially Canada), with multiple hotels within a close vicinity. Great
Lakes Crossing Outlets features over 180 stores and restaurants, Michigans largest
food court, and a 25-screen AMC Star movie theater.

Once the initial excitement of the aquarium fades, it must find a way to
maintain its appeal and keep ticket sales up by strongly promoting its unique,
one of a kind experience to keep visitors interested in coming back. Although the
aquarium provides special offerings for different occasions including school field
trips, birthday parties, and group events, it should look to establish more creative
programs to increase overall community engagement.

SEA LIFE Michigan is located in Oakland County, which has a higher median
household income compared to the rest of Michigan and 32% of these households
have children under the age of 18 living with them. Since children are a major
target market for aquariums, SEA LIFE Michigan must develop and maintain a
positive image so parents will be more willing to bring their kids there.

SEA LIFE also works alongside many popular environmental groups including
Greenpeace, The Marine Conservation Society, The Shark Trust, The Wildlife Trust,
and the Worldwide Fund for Nature.Together, they have financed vital field projects
and have organized and hosted exhibitions, fundraising events, and high profile
conferences to draw the attention of the industry, media, and general public to
particular marine conservation issues.

audience research

An online survey was created and distributed to primarily college aged
students. The majority of respondents said they are from the Southeast Michigan
area, which is where SEA LIFE Michigan aquarium is located. According to the 2010
Census Bureau, the Southeast Michigan counties of Livingston, Macomb, Oakland,
Washtenaw and Wayne have a school aged children (under 18) population that
ranges from 21% to 28% percent of their total population.

About half of the survey respondents said they have heard of SEA LIFE
Michigan aquarium, however, only 5% said they have actually been to it. 90% of
respondents said they have visited another aquarium before, with most indicating
it was within the past 2-10 years. The majority (69%) said cost is the #1 hindrance
of visiting SEA LIFE Michigan aquarium. However, most indicated a moderate to
generally positive overall opinion of aquariums in general. An overwhelming 83%
said they are not aware of SEA LIFE Michigan aquariums conservation efforts.

According to research conducted by the Association of Zoos & Aquariums, 2
out of 3 adults visit zoos/aquariums with a child. 94% feel better about companies
that support wildlife conservation at zoos/aquariums (66% are more likely to buy
products/services from those companies) and 94% feel that zoos/aquariums teach
children about how people can protect animals and the habitats they depend on.

swot analysis
Strengths
Largest and most diverse aquarium in Michigan
Unique, fun experience for all ages
Located inside major shopping center
Strong, established parent company

Opportunities
Educational opportunities (field trips)
More exposure can attract more customers
Partnerships can lead to more opportunities
Engaging, interactive, one of a kind experience

Weaknesses
Not much community engagement
High entry price for some individuals
Same experience every time, hard to get people
to re-visit a lot

Threats
LEGOLAND to open in mall in Spring 2016
Competition from surrounding zoos, aquariums
Lack of interest

Strength Opportunity Strategies

Capitalize on high traffic to mall by exploring and implementing
different marketing techniques to catch interest of diverse groups
Offer fun educational experiences for students through various events

Weakness Opportunity Strategies

Create more engaging, unique activities that local students and
community members can get involved in
Establish strategic partnerships with local organizations

Strength Threat Strategies

Utilize strategic social media tactics that highlight size and diversity
of aquarium to interest people who enjoy similar attractions
Promote year-round family-friendly activities to attract more visitors

Weakness Threat Strategies

Offer special rates or discounts to visitors on slower days
Utilize special theme days that give visitors different experiences

objectives
Output Objectives
Create and distribute press releases regarding community service
projects to all local media outlets
Create and distribute an informational flyer to all local middle and
high schools in the Metro Detroit area
Produce a social media calendar to promote campaign and
environmental conservation and responsibility

Impact Objectives
Informational
Increase awareness of SEA LIFE Michigans conservation efforts by
10%

Attitudinal
Increase favorable attitudes towards aquariums by 10%

Behavioral
Persuade and encourage 20 students from the Metro Detroit area to
participate in each Sea Change event

key messages
1. SEA LIFE Michigan encourages participation
in environmental responsibility

2. SEA LIFE Michigan is devoted to protecting

marine habitats & wildlife

3. SEA LIFE Michigan strives to give back to

the community

strategies
The objectives will be achieved using a variety of PR tactics from
March-July. SEA LIFE Michigan will offer students the opportunity
to participate in various environmental service projects throughout
the Metro Detroit area. The top 10 students will win a sponsored trip
to Palm Beach, FL for SEA LIFE Michigans Sea Turtle conservation
project. Press releases, flyers, and social media will be utilized to
promote the events. We will also be partnering with the Detroit Water
Brigade and other community service organizations.

tactics

Events/Service Projects
World Planting Day: March 21
Volunteers will plant flowers at Manitoba Park in Auburn Hills

World Water Day: March 22

Representative from Detroit Water Brigade will give a presentation
that highlights the importance of clean water and how it is affecting
Michigan residents
Volunteers can tour the Mathis Community Center to learn about
donating water and other water conservation strategies

Earth Day: April 22nd

Volunteers will clean up trash and overgrown weeds near the
Clinton River Tail in Oakland County

Arbor Day: April 24

Volunteers will plant trees at the Civic Center in Auburn Hills

World Oceans Day: June 8

Volunteers will meet at SEA LIFE Michigan aquarium to learn more
about marine conservation initiatives
Afterwards, they will help cut up plastic bags and Gatorade/soda
rings that have been recycled

National Clean Beaches Week: July 1-9

Volunteers will join us in a beach clean-up day at Kensington
Metropark in Milford

Florida Alternative Break Trip: August 1-8

Students will help clean and restore sea turtle nesting beaches by
removing trash and marine debris, constructing safe hatcheries, and
helping rescue sea turtle hatchlings

tactics (cont.)
Media
Press Releases

Website Blog

Campaign Information
Event Announcements
Event Updates

Photos of Events
Event Announcements
Event Updates

Social Media

E-Newsletter

Photos of Events
Event Announcements
Event Updates
Promotions: #SeaChange

Photos of Events
Event Announcements
Event Updates
Feature Stories

Facebook:

Twitter:

Instagram:

YouTube:

Website Blog:

E-Newsletter:

10

audiences

Primary Audience
Middle & high school students (6th-12th grade)
Southeast Michigan and surrounding areas
Media personnel (local and national)
Sea Life Michigan management & staff

Secondary Audience
Parents of middle & high school students
Middle school & high school teachers
Community members
Sea Life International management & staff

channels

Controlled Media

Social Media

Website Blog
E-Newsletter
Speaking Engagements
Merchandise

Facebook
Twitter
Instagram
YouTube

Uncontrolled Media
Press Releases
Flyers
Photographs
Feature Stories
Interviews

11

personnel
Hayley Townsend

Debbie Gibb

Steve Berlow

General Manager Marketing Manager General Manager

SEA LIFE Michigan SEA LIFE Michigan GLC Outlets Mall

Bob Kittle
Mayor Pro-Tem
Auburn Hills, MI

L.Brooks Patterson Dave Lorenz

County Executive
Oakland County

Makita Taylor

Media Manager
Spokeswoman
Pure Michigan Detroit Water Brigade

budget
Michigan Sea Life received the Healthy Communities Grant. This grant
of $24,999 was awarded for addressing Environmental and Public
Health Issues, Water Resource Resilience, and healthy environments to
students. These funds will be used for printing flyers, making t-shirts,
and covering all event transportation and trip costs. The remaining
money will be split between the Detroit Water Brigade and our SEA
LIFE Trust charity which directly benefits marine conservation.

12

timeline
Month
March
1

description
Send out March E-Newsletter

Start compiling list of all local media outlets

Start compiling list of all local middle schools

and high schools in Metro Detroit area

Finalize logistics of all Sea Change events

Start brainstorming and creating social media
calendar for the Sea Change campaign

6
7

Create informational flyer with details of the

Sea Change campaign

Design t-shirts for the Sea Change campaign

Create first press release announcing details of

the Sea Change campaign

10

Design punch card for Sea Change events

12

Start distributing flyers to schools in the area

14

Send out first press release

21

World Planting Day Volunteer Event

22

World Water Day Volunteer Event

24

Update website blog with recap of volunteer

events and pictures

April
1
5

Send out April E-Newsletter

Start promoting Earth Day & Arbor Day
Volunteer Events on social media

13

timeline (cont.)
22

Earth Day Volunteer Event

24

Arbor Day Volunteer Event

26

Update website blog with recap of volunteer

events and pictures

May
1
10
19
June
1

Send out May E-Newsletter

Start promoting World Oceans Day Volunteer
Event on social media
Send out second press release
Send out June E-Newsletter

World Oceans Day Volunteer Event

10

Update website blog with recap of volunteer

event and pictures
Start promoting National Clean Beaches Week
Volunteer Event on social media

15
July
1

Send out July E-Newsletter

National Clean Beaches Week Volunteer Event

Update website blog with recap of volunteer

event and pictures & announce winners

August
1

Send out August E-Newsletter

1-8

Florida Alternative Break Volunteer Trip

12

Update website & send out third press release

14

evaluation

Output Objectives

Create and distribute press releases regarding community service

projects to all local media outlets

3 press releases were created and distributed to multiple

local media outlets
Create and distribute an informational flyer to all local middle and
high schools in the Metro Detroit area

500 flyers were created and distributed to 50 local middle

schools and high schools in the Metro Detroit area
Produce a social media calendar to promote campaign and
environmental conservation and responsibility

A social media calendar was created and over 100 posts
were made on Facebook, Twitter, Instagram, and YouTube

Impact Objectives
Informational
Increase awareness of SEA LIFE Michigans conservation efforts by 10%

Media exposure increased awareness of SEA LIFE Michigans

conservation efforts by 20%

Attitudinal
Increase favorable attitudes towards aquariums by 10%

Surveys indicated favorable attitudes towards aquariums

increased by 15%

Behavioral
Persuade and encourage 20 students from the metro Detroit area to
participate in each Sea Change event

An average of 30 students from the Metro Detroit area

participated in each Sea Change event

15

conclusion

This communication plan will assist SEA LIFE

Michigan in promoting its conservation efforts and
creating more community engagement initiatives. The
various service events will provide local Metro Detroit
students with healthy and fun volunteer activities,
while the PR tactics, strategic partnerships, and
social media outreach will bring more visitors to the
aquarium. Since SEA LIFE Michigan just opened its
doors at the beginning of this year, it is a great way
for the organization to establish a positive image and
sustainable presence within the community.

16

appendix

17

volunteer Punch card

social media calendar

18

campaign/event flyer

sea change campaign

CALLING ALL STUDENTS! We want YOU to join us in making a

difference in the community! Participate in any of volunteer
events below for a chance to win an all expenses paid trip
Florida to help rescue sea turtles and save their habitats!
Change the world, meet new friends, and have a blast!

Events/Service Projects:
World Planting Day: March 21
World Water Day: March 22
Earth Day: April 22nd
Arbor Day: April 24
World Oceans Day: June 8
National Clean Beaches Week: July 1-9
Florida Alternative Break Trip: August 1-8

www.visitsealife.com/michigan

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e-newsletter
(insert month)
newsletter
major news story
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dictum sem. Vivamus in ex lobortis ante auctor auctor a at risus. Donec
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sit amet. Morbi vitae justo lacus. Suspendisse potenti. Nam a maximus
metus. Nunc commodo lacus tortor, id gravida mauris fringilla sed.
Sed iaculis dui eget tortor auctor mattis. Nam convallis est ac orci
fringilla, eu efficitur dolor condimentum. Phasellus ultricies bibendum
laoreet. Nunc et libero convallis, cursus dolor in, dignissim purus. Mauris
sed risus volutpat, mattis justo ut, aliquet libero. Aenean efficitur, massa eu
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dolor a nisi. Aliquam erat volutpat. Mauris eu lacinia nulla. Sed elementum
quam nec libero ornare feugiat. Etiam libero felis, euismod nec accumsan
ac, venenatis sit amet justo. Suspendisse ornare ultrices tincidunt.

feature student

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adipiscing elit. Nam vitae dictum sem. Vivamus
in ex lobortis ante auctor auctor a at risus. Donec
faucibus congue justo, sollicitudin tincidunt
ex blandit eget. In eu blandit urna. Nam quis
dui diam. Etiam placerat elit dui, in finibus
diam rhoncus sit amet. Morbi vitae justo lacus.
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Nunc commodo lacus tortor, id gravida mauris
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eu interdum bibendum, lacus ex condimentum
erat, sit amet lobortis sapien dolor a nisi.
Aliquam erat volutpat.

connect with us!

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references
Michigan Attractions at SEA LIFE Michigan Aquarium. (n.d.). Retrieved April 6,
2015, from https://www.visitsealife.com/michigan/
Welcome to Merlin Entertainments! (n.d.). Retrieved April 6, 2015, from http://
www.merlinentertainments.biz/
Ketchum III, W. (2015, January 29). Sea Life Michigan aquarium is officially open
at Great Lakes Crossing. Retrieved April 6, 2015, from http://www.mlive.com/
news/flint/index.ssf/2015/01/sea_life_michigan_aquarium_is.html
Sneak peek at Sea Life Aquarium opening at Great Lakes Crossing. (2015,
January 22). Retrieved April 6, 2015, from http://www.myfoxdetroit.com/
story/27915009/photos-sneak-peek-at-sea-life-aquarium-opening-at-greatlakes-crossing
Lujan-Hayes, I. (2015, January 29). Sea Life Michigan Aquarium brings jobs and
sea creatures to Auburn Hills area. Retrieved April 6, 2015, from
http://www.minbcnews.com/news/story.aspx?id=1156233
2010 Census Data for Southeast Michigan. (2011, March 25). Retrieved
April 6, 2015 from http://library.semcog.org/InmagicGenie/DocumentFolder/
QuickFacts2010Census.pdf
Michigan QuickFacts: United States Census Bureau. (2015, March 31). Retrieved
April 6, 2015, from http://quickfacts.census.gov/qfd/states/26000.html
Visitor Demographics: Association of Zoos and Aquariums. (n.d.). Retrieved
April 6, 2015, from https://www.aza.org/visitor-demographics/
Great Lakes Crossing Outlets. (n.d.). Retrieved April 6, 2015, from
http://www.greatlakescrossingoutlets.com/

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