Background

• Founded in 1985 to protect the river's flow, natural beauty, purity, watersheds, estuaries and endangered species

• Run by one staff member and the advice of a nine-member board

Situational Analysis

• 30 years of experience• Limited staff, resources and funds• Potential business partnerships• Needs strong network of volunteers

SWOTStrengths• Well-established• Serves local community

Weakness• Limited resources/funds• Lack of manpower

Opportunity• Texas State Students• Expanding through

social media

Threats• Lack of community

knowledge• Run-off and litter

problems

Primary Research/Survey

• Our survey includes questions about:• Perception of safety on the river• Use of alcohol while tubing• Perceptions of water quality• Littering while tubing• Possibility of collecting a small donation

Communication Channels

• Social Media: Facebook, Twitter, Instagram• TV/Radio: Central Texas channels• Print Media: University, local and Central Texas • Non-media: Fliers, Poster

Key Publics

• Residence/Land owners• Students • Elected Officials/Public Safety• Business Corporations/Potential Sponsors• Volunteers• Partner Organizations• University Researchers• General Public

Theme, Key Messages• Preserve. Protect. Educate• Key Messages– San Marcos River Foundation preserves the flow, natural

beauty and quality of the San Marcos River and surrounding habitat.

– San Marcos River Foundation protects the San Marcos River and the surrounding habitat.

– San Marcos River Foundation educates the community about river etiquette.

Goal

• For the San Marcos River Foundation to be the leading organization promoting the conservation and preservation of the San Marcos River and surrounding habitat.

Objective 1

• To promote river etiquette and safety on the San Marcos River among young adults in order to create a safer environment that preserves and protects the river and habitat. – Strategy• Design and implement education programs for the

community that teach river etiquette and safety.

Objective 2• To raise awareness and to educate San Marcos

River guests about litter and its effects on the San Marcos River and surrounding habitat.– Strategy• Design and implement education programs that teach

the community about the problems created by litter on the San Marcos River and its habitat.

Objective 3

• To foster community support for financial and material resources for the San Marcos River Foundation in order to conserve the San Marcos River and its habitat.– Strategy• Formulate an appeal that spurs the community to

donate, volunteer or take action.

Media Kit

• Fact Sheet• Backgrounder• Media Release• Public Service Announcement Script• Social Media• Brochure

Graphic Design

Video

Executive Summary

• Summary• Thank you!• Questions?