CASE STUDY:

Toward a fishing industry that respects people

"Partnering with Springboard Partners allowed us to focus where our expertise is – developing great tools to help the industry do better. Springboard helped make sure our strategy and outreach was sound so we could reach as many people in the industry as possible."
— Aurora Alifano, Social Responsibility Division Director, FishWise

FishWise works closely with the seafood industry to foster leadership in sustainability and work toward a seafood industry that supports sustainable, legal, and ethical fishing and aquaculture. Worker rights have become a priority for industry, as high-profile exposés have revealed slave labor, child labor, and other significant human rights violations in some seafood operations. FishWise’s latest tool, the Roadmap for Improving Seafood Ethics (RISE), helps seafood businesses improve labor conditions throughout their supply chains.

While FishWise was finishing up work on RISE, it asked Springboard Partners to partner on the site’s launch at one of the biggest seafood industry events of the year, Seafood Expo North America.

A nimble plan and an impactful launch

For a successful launch, FishWise needed a plan that was deliberate and thoughtful, simple to implement, and considered the input and needs of the entire team. We started with alignment, getting everyone’s input on the objectives and key audiences to make sure the plan addressed all their needs. Priorities for FishWise included the development of a straightforward message it could use consistently to introduce prospective users to RISE, targeted messages for several key audiences, and a set of FAQs. FishWise also needed materials, media outreach, and an endorsement bank to back up its messages and support the launch. Using online documents made collaboration and feedback easy, allowing us to work quickly to flesh out the plan.

With a tight timeline, we began working with the FishWise team on implementation even before the plan was completed. We split tasks; FishWise took the lead on outreach – engaging key partners and navigating political sensitives. Springboard took on other tasks, including preparing spokespeople and spearheading media outreach to seafood trade press, resulting in launch coverage in industry-relevant outlets like Undercurrent News and Seafood Source. We also helped develop outreach materials and prepare for webinars to share the website with key audiences.

Helping businesses be socially responsible

Our work with FishWise helped get RISE in front of the industry stakeholders it was designed to help. By the end of the launch, Springboard helped the FishWise team:

  • Develop messages they could use proactively, as well as ones they could use if asked tough questions;
  • Showcase quotes from more than one dozen industry leaders voicing support for the site;
  • Host a well-attended launch event at one of the seafood industry’s biggest forums; and
  • Acquire press coverage in media outlets important to FishWise’s key audiences.
 

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