Protecting the Gulf of the Farallones National Marine Sanctuary’s wildlife and habitats through the development of a diverse community of informed and active ocean stewards.
Designated in 1981 because of its rich biological diversity, the Gulf of the Farallones National Marine Sanctuary (GFNMS) surrounds the wind-swept peaks of the Farallon Islands off of the Golden Gate. The Sanctuary encompasses over 1,200 square miles of open ocean and coastal waters as well as bays and estuaries—from Bodega Head in Sonoma County all the way down along the San Mateo County coast. The islands in its midst serve as breeding grounds for more seabirds than any other area in the contiguous United States. The Sanctuary contains vital nursery and spawning grounds for many fish and shellfish. At least 36 species of marine mammals have been observed within its borders, including 25 endangered species, such as the blue and humpback whales.
Gulf of the Farallones National Marine Sanctuary (GFNMS) spans 1,279-square-miles (966 square nautical miles) just north and west of San Francisco Bay, and protects open ocean, nearshore tidal flats, rocky intertidal areas, estuarine wetlands, subtidal reefs, and coastal beaches within its boundaries. In addition, GFNMS has administrative jurisdiction over the northern portion of the Monterey Bay National Marine Sanctuary, from the San Mateo/Santa Cruz County line northward to the existing boundary between the two sanctuaries.
GFNMS maintains an administrative office and public Visitor Center on Crissy Field in the Presidio of San Francisco.
The Farallones Marine Sanctuary Association (FMSA) is the only non-profit organization dedicated to protecting the Gulf of the Farallones National Marine Sanctuary’s wildlife and habitats through the development of a diverse community of informed and active ocean stewards. We collaborate closely with the Sanctuary staff and coordinate and sponsor programming and initiatives that ensure the Sanctuary is protected. From education to research and volunteer programming, we work to build a concerned and aware public network to promote this goal.
FMSA works in close relationship to the Gulf of the Farallones National Marine Sanctuary (GFNMS) and its plans are tied to the Sanctuary’s management plan.
We believe there is significant public confusion about the efforts of both organizations in large part due to lack of consistent, cohesive public messaging/promotion of FMSA/GFNMS. FMSA and GFNMS are tied by mandate/mission but have operated as two separate entities, legally, operationally and in the public perception. Programs, events and other activities have been run separate from one another, without any strategic integration to maximize assets and accomplishments of the two organizations.
FMSA would like assistance from an HBS Community Partners team to develop a comprehensive brand identity/brand management plan. Deliverables would include assessment, brand recommendations for messaging, visuals and management of said recommendations. Deliverables would need to encompass both FMSA and GFNMS and be used to attain greater public understanding, involvement and engagement in Sanctuary and FMSA lead programs and activities. The audiences for the brand would be used for community/public engagement. The brand would not be used to alter anything regarding legal or operational aspects of GFNMS, and would not be used on official NOAA specific materials.”
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