Transcript vs. The Benefits and Joy of Wild Bird Feeding!

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BUSINESS
BUSINESS PLAN
PLAN
CONTENT
• VISION
• BACKGROUND
• MISSION
• BUSINESS STRATEGY
• MARKETING STRATEGY
• FINANCIAL SUMMARY
WBFI RESEARCH FOUNDATION
The journey continues…
PROJECT WILDBIRD® was only the beginning…
Need to position ourselves
to fill the missing gaps in
promoting the bird feeding
industry.

Must build a foundation
for a digital strategy to meet
our goals.
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GOALS
To remind current bird
feeding enthusiasts to
remain active by
keeping their bird
feeders filled.
To cultivate the next
generation of hobbyists
through education on
how to successfully feed
wild birds.
To expand the number
of people engaged in the
hobby of feeding wild
birds.
Why do you feed birds in the wild?
“Bird feeding makes
me feel happy
and generous…”
-Nine year-old girl from Entwine Inc.
focus group…
IN ORDER TO MAKE OUR
MEMBERS FEEL MORE
GENEROUS…
We have some questions we
would like to answer…
Why don’t WBFI members see
the Foundation’s promotion
program anywhere?
We are getting to that…
But before we started…
We needed direction…
Why should dollars be diverted
from their proprietary campaigns
into this campaign?
Company focus on individual blends
and products.

vs.
Industry focus on information
about wild bird feeding.

Not on marketing…
The Benefits and Joy of
Wild Bird Feeding!
Stress Reduction…
Companionship…
Responsibility…
Fun…
Sustainability…
PROFESSIONAL ASSESSMENT
The Foundation contracted with Entwine Inc. to
gather information from Audubon, Cornell, NBFS,
etc., on the use of various media that:
Promote wild bird feeding
 Stimulate a media buzz about bird feeding
 Reaches current and potential customers
related to wild bird feeding and related products.

Opportunities are Significant. There are many gaps to fill…
“Industry online environments…Websites and Facebook…
focus on the beauty of birds…
The were no photos of people and families integrating with birds…”
MARKETING STRATEGY
To be presented by Ira Kauffman of Entwine Inc…
Re-brand the organization to visually project a new
image and message.
 Define the desired target market segments.
 Hone the specific marketing messages.
 Revitalize the existing website,
http://www.projectwildbird.org, with fresh, stimulating
content and resources.
 Create a suite of marketing materials to disseminate
appropriately.
 Develop an Education Kit as a free marketing tool.

MISSION
To develop and promulgate an education program
to share the results of PROJECT WILDBIRD®
research project with consumers across the US and
Canada…
More specifically, the Foundation has the potential
and intent to make an impression on15-20 million
people with its message by exposing them to a broad
range of touch points including: websites, magazine
articles, media coverage, social media, activity and
lecture and conference audiences.
MISSION
To accomplish this and to support future initiatives,
the Foundation requires a continuous infusion of funds
from its supporters, which have primarily been
companies in the industry, as well as a steady flow of
donations from the general public.
FUNDING NEEDS
Based on preliminary analysis, the Foundation’s
short-term annual budgetary requirements range
between $150,000-$200,000.
5%
10%
Industry
Grants
Non-Industry
WBFI
Individuals
15%
50%
20%
Keep in mind…
Facebook has not been used effectively for
consumer education.
 Twitter uses a bird as its logo. It is a perfect
fit for the wild bird feeding industry!
 Video has not been used as a tool for
engagement and information dissemination.
 Wild bird feeding has not been marketed to be
perceived as “fun.”
 Sites are not interactive for youth.
 Wild bird feeding as a sustainable/
eco-friendly/green action has not been
utilized as a focus.
 Only now are we seeing celebrities
surface as birders…and a movie…
The Big Year!

That’s Edu-tainment!
Each age group has multiple channels to distribute
the message…
 Youth spend 5.5 hours online per day.
 Young professionals have deep penetration in
mobile and social media.
Parents/Young Families: Moms are on the run and
want information delivered quickly and simply, in real
time (mobile alerts).
 Baby Boomers: 75% strong usage of Facebook and
other social media.
 Retirees: Great growth in usage of internet.

Success will be determined by choosing the
best message and media per group…
CONCLUSION
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
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The potential to engage more people in the bird
feeding category is tremendous…
There are so many homes that have no feeders…
There are so many feeders that need to be filled
more often…
Meet with the RF Trustees…
Discuss your thoughts and ideas...
Ask us more questions…
Invest together to grow this incredible hobby!
ENJOY THE WBFI CONVENTION!
THANK
YOU!
BUSINESS
PLAN