Case Study: Sarasota Bay Estuary Program (SBEP)

SBEP hired Triple 3 Marketing on a multi-year contract at the end of 2010. My part-time responsibilities as their contracted marketing director includes doing all the media releases, ongoing media liaison, managing the SBEP website, managing the SBEP E-Newsletter, managing social media, managing the SBEP marketing plan, ongoing strategic planning, and special event planning. Managing means making continuous improvements and enhancements.

The SBEP mission is to develop and manage programs that restore and protect Sarasota Bay. SBEP is one of the 28 national estuary programs in the U.S. Major partners include Sarasota County, Manatee County, City of Sarasota, City of Bradenton, Town of Longboat Key, Southwest Florida Water Management District, Florida Department of Environmental Protection, and the U.S. Environmental Protection Agency. SBEP was founded in 1989. Learn more at www.sarasotabay.org.

Here is what I accomplished for SBEP in 2011 as their contracted marketing director; I included some comparisons to 2010:

  • Prepared 48 media releases versus 12 in 2010 and 6 in 2009.
  • Captured 270 media links referencing SBEP and related topics versus 45 in 2010
  • Created the new SBEP power point presentation.
  • Added 9 new pages to the SBEP website that provided more substantive content.
  • Launched a new and enhanced SBEP website using a content management system to enable immediate updates.
  • Expanded the SBEP E-Newsletter from quarterly to bimonthly with enhancements in design and content.
  • Helped expand the SBEP list serve from 800 to 1,600 individuals.
  • Developed the Creative Expressions Photo and Art Gallery on the SBEP website to create a connection with people who feel passionate about the beauty and importance of Sarasota Bay. The gallery features more than 500 digital files from some of the area's most respected photographers and artists.
  • Developed the Habitat Restoration Map on the SBEP website to display the prior, current and planned restoration projects throughout the region.
  • Launched a Photo Gallery page on the SBEP website featuring 300 photos from 25 events and programs.
  • Launched a Bay-Friendly Links page on the SBEP website featuring more than 50 organizations.
  • Posted links to 90 other Bay-friendly organizations on the SBEP Facebook page.
  • Helped plan the National Estuary Day community event held in September.
  • Launched Sarasota Bay Today, the region's first blog focused exclusively on Sarasota Bay issues, programs and professionals - www.sarasotabaytoday.com.
  • Completed a survey of 300 business professionals working on or near Sarasota Bay to learn more about local perceptions about SBEP and issues that impact on Sarasota Bay. The survey was a unique opportunity to promote SBEP with face to face marketing
The focus in 2012 is to develop and promote new programs and events that enhance the SBEP mission and reputation.