The Goal of this Plan is to outline a sustainable, multi-platform communications plan for the Micronesia Challenge over the next 3-5 years.

The Micronesia Challenge is story so strong that it is a brand.  We envision our logo and essence attached to goods and services that can help further our cause and keep our mission alive.

As of 2011, www.micronesiachallenge.org has begun to offer t-shirts and water bottles with our logo. Within this category, we hope to take that idea further by developing a co-branding strategy and identifying partners and products, such as:

1.  Re-fillable MC Thermos Cup with Shell Gas.
2.  Promotional pay-as-you-go phone cards.
3. Tourist coupon book for conservation-minded guests.
4. Micronesia Challenge Passbook Savings Plan at Bank of Guam or BankPacific.

This is just a sampling of what can be done.  There are many opportunities in this category.

We want to share our story on as many pages as possible.  We believe The Micronesia Challenge is the most unique tale out there, and we want to offer it to publishing partners in as many creative ways as possible.

We look to:

1. Cultivate relationships with key editors in targeted publications (such as National Geographic, Travel & Leisure, Mother Jones and other consumer service magazines).
2. Develop sponsored articles and advertorials with key underwriters/advertisers for insertion in key publications.
3. Simultaneously develop web-versions of articles.
4. Develop a comprehensive editorial calendar and delivery/pitch plan over the next 3-5 years.

If the travel industry within Micronesia were to wholly adopt a pet cause, we want it to be The Micronesia Challenge.  Whether on planes, boats, busses, taxis, or hotels - The Micronesia Challenge needs to be there.

Specifically, we hope to accomplish the following:

1. Partner with United/Continental Airlines to provide content on their in-flight platforms:  Video, magazine, promotions.
2. Develop interactive and informational tie-ins with the visitors bureaus throughout Micronesia.
3. Develop promotions with ground transportation companies that offer "environmentally conscious routes or rates" that benefit the Micronesia Challenge.
4. Develop a Micronesia Challenge weekend with partner hotels that includes conservation practices in room, and tours of partner sites and local menus throughout the islands.

Though the Micronesia Challenge is a story of epic size, the word is spread in seconds via mobile technology.  We are up to this challenge of using small moments to make a big impact.

Our plan is to:

1. Partner to develop a Micronesia Challenge smartphone application.
2. Create a social media network via Facebook, Twitter, Tumbler, and whatever else pops up in the next 3-5 years.
3. Continue to improve and manage our online content so that it is mobile compatible.
4. Develop a suite of Micronesia Challenge free downloads for the mobile consumer, from ring tones to screen savers to gadgets.

In 2010, the Micronesia Challenge made great strides in producing video content on www.micronesiachallenge.org.  We must continue this trend.

Specifically, we hope to:

1. Minimally staff www.micronesiachallenge.org with (1) editorial staff and (1) part-time technical staff.
2. Continue to produce and support Into the Islands with Dan Ho.
3. Continue to produce and support the Multi-Media Workshops that support the Young Champions.
4. Launch the Young Champions Blog Network.
5. Begin to develop relationships with cable and/or public television partners in order to bring the work of the Micronesia Challenge to a network audience.
6. Build a data base and mailing list to launch a monthly newsletter.

Of all our media outreach efforts, we hold education to be the most important. We take the job of turning young people into lifelong conservationists very seriously.  

Within this category, we look to accomplish the following:

1. Create web-based educational modules that teachers across the globe can co-opt in their science classes that are centered around Micronesia.
2. Create a middle-school program within Micronesia of our "youngest" champions, providing for them a blog network and intra-island encounters with their young colleagues throughout Micronesia.
3. Create Micronesia Challenge Conservation Workshops for educators that can satisfy their continuing education requirements.
4. Continue to support and improve the current Young Champions program.

The Micronesia Challenge and United Airlines/Continental.  
Perfect partners for the perfect trip.
 

•  Island profiles
•  Fun page for kids
•  Conservation article based on "I Am in Micronesia" campaign
•  Recreation in Micronesia (Scuba, fishing, watercrafting)
•  Perforated recipe cards
•  Promo page in partnership with intra-island visitors bureaus
•  Unique species profiles

•  Into the Islands with Dan Ho
•  Customized Micronesia Challenge programming
•  I am in Micronesia promos
•  Promos for DFS tie-ins for on-board sale items

• Line of unique Micronesia Challenge branded duty-free goods available only on United/Continental, partial proceeds of which benefit the Micronesia Challenge fund.

Tell the story of the Challenge in as many media languages as possible.

The Micronesia Challenge must identify, target and build the largest audiences possible.

1. Database and Newsletters.
2. Subscriber to online viewing products.
3. Donor audience.
4. Sponsor audience.
5. Media audience.

To add value to the efforts by the individual jurisdictions, local agencies, NGOs and other stakeholders, the Challenge is at a point where it needs a staff dedicated to building the MC brand regionally and internationally.

This staff will: 

1. Develop products to promote the Micronesia Challenge regionally and internationally.
2. Bring expertise and training to local jurisdictions to support jurisdictional efforts.
3. Liaise with donors to elevate global recognition and support for the Challenge.