Brand Tone

Educational & Informative, Compassionate & Caring, Hopeful & Inspiring, Urgent (when appropriate), Appreciative & Grateful, Friendly & Approachable

Brand Values

• •Ocean Conservation
• •Animal Welfare & Rescue
• •Education & Public Engagement
• •Scientific Research
• •Community & Volunteerism
• •Sustainability

Best Practices

• •Prioritize the Mission: Always connect the products and purchases back to the overarching mission of The Marine Mammal Center. Emphasize how each sale contributes to rescue, rehabilitation, research, or education.
• •Educate Through Products: Use product descriptions and related content as opportunities to share interesting facts about marine mammals or conservation issues. For example, a product featuring a specific animal could include a short note about its species or the challenges it faces.
• •Show, Don't Just Tell, the Impact: Instead of just saying purchases help, use storytelling and specific examples (where appropriate and ethical, protecting patient privacy) of how the funds are used – e.g., "Your purchase could provide a day's worth of nourishing fish for a recovering seal pup."
• •Maintain a Hopeful & Empowering Voice: While acknowledging the threats marine animals face, frame the narrative around the positive actions being taken and how supporters can be part of the solution. Avoid overly alarmist or guilt-inducing language, focusing instead on empowerment.
• •Use "You" and "We" Inclusively: Address the audience directly ("You can make a difference") and use "we" to foster a sense of community and shared responsibility between the Center and its supporters ("Together, we can protect these incredible animals").

Social Perception

Highly Respected & Trusted, Dedicated & Passionate, Educational Resource, Making a Tangible Difference, Gift Store as a Means of Support

Copy Examples

• •Wear Your Support for Ocean Life. Our exclusive [Product Name] tee isn't just soft and stylish – every purchase helps us give a second chance to seals and sea lions in need. Shop now and become a part of their journey back to the ocean. #HealTheSeals #[ProductName]
• •Meet [Patient Name], a resilient [species] pup currently in our care. Your symbolic adoption through our gift store provides essential food and medicine, helping [him/her] grow strong for a life back in the wild. Give the gift of hope today: [Link to Adopt-a-Seal page] #MarineMammalRescue #AdoptDontShop
• •Gifts That Give Back: Support Marine Mammal Rescue Today!
• •Shop with Purpose. Every item in our store fuels our mission to rescue, rehabilitate, and educate. Find meaningful gifts that help protect our precious ocean.
• •Make a wave of change with our [Eco-Friendly Product Name]! Crafted from sustainable materials, this [product type] not only reduces your impact but also directly supports our efforts to keep our oceans healthy for marine mammals and future generations. #OceanFriendly #SustainableShopping