FSC Australia Providing Membership, Account Management, Marketing and Trademark services to New Zealand on behalf of FSC International

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1 FSC Friday 2014 Australia and New Zealand Engagement Campaign Social Media & Digital Activation Pack FSC Australia WELCOME TO FSC FRIDAY 2014 Thank you for your support of FSC Friday! Your organisation will play a critical role in this year s campaign our biggest marketing effort ever to raise awareness of the importance of responsible forestry. We re excited to have you on-board! With your help, we will use new online channels to help reach more people to increase understanding across Australia and New Zealand of the FSC label, as well as increase consumer & business demand for FSC certified products. 'Leave a Legacy' is our key message this year, and as members & supporters of FSC we want you to get involved in building the momentum for this campaign, by sharing it with your communities. You can help your followers to win a trip of a lifetime! This Social Media & Digital Activation Pack contains everything you will need to help spread the word about this year s FSC Friday campaign from Facebook posts to newsletter articles and more! CAMPAIGN OVERVIEW: WHAT WE RE DOING THIS YEAR In 2014, FSC Australia is joining the worldwide celebration of FSC Friday by launching a Facebook competition for supporters across both Australia and New Zealand. Starting on 1 September, we re inviting supporters to visit the FSC Australia Facebook page and enter the FSC Friday competition for a chance to win a once-ina-lifetime luxury eco-holiday on the South Coast of New South Wales, Australia. More than providing a chance to win amazing prizes, by entering the Facebook competition your supporters will learn about FSC, including the following: The global problems caused by deforestation The role of FSC and the difference that choosing FSC certified products can make How to look out for and recognise the FSC label AMAZING GRAND PRIZE AND SPOT PRIZES Making this year s campaign more exciting than ever before, we re giving one lucky supporter a unique, luxury eco-trip of a lifetime! The grand prize package includes: Five nights stay at the Paperbark Camp eco-resort for 4 people Breakfast every morning Dinner 3 nights at the Gunyah Restaurant Return flights from any major city in Australia or New Zealand Travel voucher for car hire In addition to the grand prize experience at Paperbark Camp, we ll be giving away dozens of spot prizes throughout the month of September including ten (10) $1,000 photography packages, FSC Certified stationary, and sports gear as a way to drive continued excitement in the campaign leading up to FSC Friday on 26 September.

2 CAMPAIGN ESSENTIALS The following is a list of the social media accounts and websites that FSC will be providing updates on leading up to FSC Friday and throughout the month of September. Prior to 1 September, we ask you to take the following actions before the campaign kicks off! 1. Like the FSC Australia Facebook Page: 2. Follow the FSC Australia Twitter Account: 3. Follow the FSC Australia Pinterest Account: The official hashtag for the campaign is: #FSCFriday Please use this link in ALL materials to link to the FSC Australia Facebook page and competition: The FSC Australia website is: CAMPAIGN TIMELINE AND KEY DATES The following is a schedule of key dates where we will most need your involvement and support. Red = Key campaign milestones Key Date Milestone Action 26 August (4pm - 6pm) Sydney Launch Party Register here & join us: 27 August (4pm - 6pm) Auckland Launch Party Register here & join us: 29 August FSC Campaign Teaser Sponsors share FSC posts 01 September FSC Facebook Campaign Launches 08 September FSC Campaign Shout Out #1 11 September FSC Campaign Shout Out #2 15 September FSC Campaign Shout Out #3 18 September FSC Campaign Shout Out #4 22 September FSC Campaign Shout Out #5 25 September FSC Campaign Final Push 26 September Winner of main prize announced on FSC Friday Sponsors share FSC posts & Facebook link newsletter blasts Website updates Retweet and Share FSC Content 27 September FSC A/NZ Recap Retweet and Share FSC Content

3 SUGGESTED CONTENT We invite you to use any or all of the following content to help get the word out to your supporters and communities about FSC Friday 2014! Twitter Teasers (29 August) We re proud to support #FSCFriday 2014 on 26 Sept! Watch this space for updates: Save the date for annual celebration of forest stewardship is 26 September! Visit: Love the forest? Look for the logo! Take part in #FSCFriday 2014 on ! Visit: #FSCFriday started in 2008 and this year the celebrations take place on ! You can make a difference: Twitter Launch Posts (01 September) We re excited to #FSCFriday! For a chance to win an eco-holiday of a lifetime enter: We re gearing up for #FSCFriday! Facebook contest for a chance to win a dream ecoholiday: Win a luxury eco-holiday of a lifetime! #FSCFriday competition: Twitter Campaign Shout Outs & Momentum Tweets (02 September 25 September) To celebrate are giving away a dream eco-holiday and $10K in spot prizes. Enter: Make the responsible choice, look for logo. Spread the word on #FSCFriday and help out: #FSCFriday comp to win a 5 night stay with 3 friends! Go to: #FSCFriday is a global celebration to increase understanding of the FSC label and why certified products matter! Join us on 26 Sept! Win a trip of a lifetime! You and three friends could win an all-expenses paid trip for five nights: Facebook Posts (29 August) We re excited to support FSC Friday on 26 September! For a chance to win a luxury eco trip of a lifetime, visit the FSC Australia page: Test your forest smarts! Australia competition to learn more about FSC and win amazing prizes:

4 Win 5 nights all expenses paid DREAM eco-holiday for you and three friends! Australia contest: We re supporting FSC Friday on 26 September! Help us make a difference: LinkedIn Posts Tell your colleagues about FSC Friday on 26 September! To learn more and for a chance to win a five night stay at Paperbark Camp eco-resort go to: Friday 26 September is FSC Friday! To learn about how choosing FSC certified products for your office can help stop deforestation and for a chance to win an eco-holiday of a lifetime visit: Blurb / Website Update (1 Paragraph) FSC Friday is taking place on Friday the 26 th of September. We re proud to support this global celebration of responsible forestry. To learn more about the role FSC plays and for a chance to win an luxury eco holiday of a lifetime at the Paperbark Camp eco-resort, visit the FSC Australia Facebook page now: Blurb / Website Update (2 Paragraphs) FSC Friday is the annual celebration of responsible forestry and in 2014 it will take place on Friday the 26th of September! We re supporting FSC Australia and invite all of our supporters to get involved this year and learn more about the role that the FSC label and FSC certified products play in reducing the rates of deforestation around the world. Your participation on FSC Friday will make a difference! In 2014 FSC Australia is celebrating with a Facebook competition for supporters in BOTH Australia & New Zealand, to win an amazing holiday for four, all expenses paid, to Paperbark Camp eco-resort in stunning Jervis Bay, NSW. To enter to win five nights for you and three friends, as well as dozens of spot prizes during the month of September, visit the FSC Australia Facebook page: Help Launch the Campaign: Attend our networking events in Sydney & Auckland Sydney 26 th August 4-6pm Book now: Auckland 27 th August 4-6pm Book now: Thank you for supporting FSC Friday!

5 Campaign Badge Campaign Image Gallery Social Media Graphics (Use on Facebook/Pinterest/Website) Newsletter & Website Banners (Use in newsletters, signatures or on websites) The FSC Friday Materials remain the property of FSC Global Development GmbH, Charles-de-Gaulle-Str. 5, Bonn, Germany, and only a revocable, nonexclusive, not-transferable but royalty-free license is granted for promotional use for FSC Friday Such FSC Friday Materials shall not be modified or corrupted in any way nor shall further logos or trademarks be added or applied to the FSC Friday Materials. The FSC Friday Materials are supplied only on this basis.

6 This campaign is brought to you with the support of our sponsors: Gold Sponsors: Bronze Sponsors: