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Proprietary Media, Inc. is a for-profit company of promotional, marketing, and programming professionals devoted to creating a national branding identity for The American Zoo and Aquarium Association (AZA), a non-profit institution. Proprietary Media, Inc. and AZA have joined forces in an enterprise dedicated to enhancing and expanding the nature science education and conservation work of AZA's 209 member institutions. Using AzasWeb.com as one of its platforms, Proprietary Media, Inc. will introduce the AZA brand, and build involvement with it among children and families everywhere. In 1996, Proprietary Media, Inc. signed a long-term contract with AZA, paying for the exclusive rights to develop a comprehensive national campaign marketed to children and their families. Proprietary Media, Inc. is responsible for programming, project management, design and production of the web space, content development and production, special events and all national sponsors and strategic relationships for AZA and its member zoos and aquariums. Proprietary Media, Inc.'s purpose in creating a brand identity for AZA is to activate a direct, lasting public involvement with AZA's mission of conservation and conservation education. The cornerstone of this partnership is the creation of a penetrating public identity for the AZA that enhances and expands the success of its member institutions. Proprietary Media, Inc. is designing a sustainable and highly profitable business model to promote AZA's activities. This model utilizes best practices from the corporate world, in alignment with AZA's non-profit structure. The underlying purpose of promoting AZA's identity as the world leader in conservation is to educate and empower children to become responsible citizen-caretakers of the planet. Proprietary Media, Inc. aims to implement this vision by utilizing a full range of media tools. The by-product of the AZA-PM partnering will be measured in tens of millions of dollars from sponsors, licensees and strategic partners to underwrite AZA's urgent mission as well as earned profits for PM shareholders.