IMC Case Study Presentation

David Sheldrick Wildlife Trust
Case Study
Introduction
• The David Sheldrick Wildlife Trust (SWT) is a
pioneering conservation organization dedicated
to protecting Africa's wildlife and habitats.
• With a rich history spanning 45 years, SWT is

renowned for its Orphans' Project, the world's
first and most successful elephant orphan
rescue program (SheldrickTrust, 2024).
• Through collaboration with partners and allies,

SWT works tirelessly to safeguard keystone
species like elephants and rhinos, ensuring the
long-term survival of Kenya's diverse
ecosystems.
Our Mission
1
Mission 01
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Mission 02
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Objetives
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2. What led DSWT to change its strategy?
DSW T changed i ts strategy based on few key insight s:
1 Humanitarian Crises 2 Elephant Humanity 3 Audience
DSWT recognized a need to broaden

Based on decades of their audience beyond the
DSWT recognized that
scientific research, DSWT traditional demographic of
during periods of
uncovered the emotional individuals over 60 years old who
significant humanitarian
sophist ication of elephants. were more inclined to donate due to
crises, such as conflicts
This insight provi ded a new negative triggers, like the tragedy
or natural disasters, associated with wildlife
way to connect with
public attention and conservation issues. However, this
audi ences by revealing the
donations were often shared em otional demographic was predicted to shift
diverted away from experiences between their donations towards
wildlife conservation humans and elephants. humanitarian causes, leaving
efforts. wildlife conservation efforts
overlooked.
SOSTAC Model
Si t uat i on a na l ysi s Obj ectives Strategy
DSWT i dent i fied that the
DSWT's st rat egy was t o shi ft t he
traditional focus on poaching was • Achieve 50% media coverage
narrat i ve from poachi ng t o broader
not suffi ci ent t o address the focusing on human-elephant
conservat i on i ssues by hi ghl i ght i ng
broader t hreats faced by conflict.
the em ot i onal connect i on bet ween
elephant s, such as human- • Increase donations by 10%.
hum ans and el ephant s.
wildl ife confl i ct and habitat loss. • Raise elephant adopti ons by 10%.
Tac t i cs Act ion Control

'Hello i n el ephant' campaign was DSWT cont i nuousl y m oni t ored t he
DSWT launched the campaign on
devel oped t o t ranslate the elephant campai gn's perform ance agai nst t hei r
World Elephant Day to maxim ize
language i nt o hum an and to provi de an predefi ned obj ect i ves. They achi eved a
visibility and engagement. They
interact i ve web experience for people 75% of m edi a coverage i ncl udi ng t he
collaborated with renowned
to engage wi t h. They also hi jacked hum an-el ephant confl i ct i ssue, 34%
scientist s to ensure the accuracy
platforms of ant i -poaching discussions increase i n donat i ons, exceedi ng t he t arget
of the elephant language
t o reach a wi der audience. by 234% and 35% i ncrease i n el ephant
translation.
adopt i ons, surpassi ng t he t arget set .
The Strategy: Hello in Elephant
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Animal behavior
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Species
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Gallery
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Meet Our Zoo Keeper
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Daniel Gallego Juliana Silva Claudia Alves

Zoo Keeper Zoo Keeper Zoo Keeper
Borcelle Zoo
Thank You!
Contact Us
+123-456-7890
hello@reallygreatsite.com
www.reallygreatsite.com
123 Anywhere St., Any City

References
Fill, C. and Turnbull, S. (2023) Marketing communications. Ninth edition. Harlow, England: Pearson.
Smith, P., 2011. The SOSTAC® Guide-to writing the perfect plan. Self-published E-book available on Amazon and
Kindle.

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David Sheldrick Wildlife Trust

• With a rich history spanning 45 years, SWT is

• Through collaboration with partners and allies,

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1 Humanitarian Crises 2 Elephant Humanity 3 Audience

DSWT recognized a need to broaden

Tac t i cs Act ion Control

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi ex

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Daniel Gallego Juliana Silva Claudia Alves

123 Anywhere St., Any City

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