Coral Reefs: An Introduction
What are coral reefs?
A coral reef is a naturally formed underwater structure made from the skeletons of marine invertebrates called corals. Corals are marine animals that belong to the phylum Cnidaria, which also includes jellyfish and hydroids. Coral reefs are some of the oldest and most diverse ecosystems on Earth, providing habitat for 25% of all marine species (NOAA, 2018).
The importance of coral reefs
Coral reefs are often referred to as the rainforests of the sea because they are home to a great diversity of plant and animal life. They provide critical habitat for numerous species of fish, shellfish, and other marine invertebrates that are an important source of food for people around the world. In addition to supporting fisheries, coral reefs also protect coastal communities from storms and erosion, and are a major source of revenue from tourism (NOAA, 2018).
2. The current situation of coral reefs in Hawaii
The major threats to coral reefs in Hawaii
Coral reefs in Hawaii are under threat from a number of human activities, including pollution, overfishing, and coastal development. These activities can damage or destroy coral reefs, and can also lead to the decline of fish populations that depend on reefs for food and shelter. In addition to these direct threats, climate change is causing ocean temperatures to rise, which is bleaching and killing corals around the world ( NOAA, 2018).
3. The objectives of the IMC campaign
The objectives of the IMC campaign are to raise awareness about the importance of coral reefs and the threats they face, and to encourage people to take action to protect them. The campaign will focus on businesses and students as its target audience, and will use a variety of marketing channels to reach its objectives ( SEOmoz, 2013).
4. The target audience of the IMC campaign
The target audience for this campaign is businesses and students. This choice was made because businesses and students are two groups that have a lot of power to make change in their communities ( SEOmoz, 2013).
5. The key message of the IMC campaign
The key message of this campaign is "A Living Reef Gives Our Islands Life" This slogan communicates the importance of coral reefs not only to Hawaiian culture but also to the health of the planet ( SEOmoz, 2013).
6. The strategy of the IMC campaign
The IMC campaign will use a variety of marketing channels to reach its objectives. These channels include online advertising, social media, print media, and public relations ( SEOmoz, 2013).
7. The execution of the IMC campaign
The IMC campaign will be executed over a period of six months. During this time, a variety of marketing materials will be created and distributed through the channels listed above ( SEOmoz, 2013).
Coral reefs are a vital part of the ecosystem and provide many benefits to humans. However, they are under threat from a number of human activities. The IMC campaign is designed to raise awareness about the importance of coral reefs and the threats they face, and to encourage people to take action to protect them.
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