China Wetlands Cohort First University Phase: Week 1 (11/1/10 – 11/5/10)

1. China Wetlands Cohort First University Phase: Week 1 (11/1/10 – 11/5/10)

2. Road map Highlights of the Week Meet a CM

3. Training Objectives • Goals of the 1st University Phase • Instill in Campaign Managers… • A strong understanding of the Pride methodology • Knowledge of the foundations of social marketing • Understanding of community co-management principles • The ability and confidence to coordinate a complex project • Goals of Week 1 • Provide Campaign Managers with… • A high-level understanding of the Pride model • Knowledge of each other’s sites and the cohort’s overall objectives • The ability to work together effectively as a team • Improved storytelling and photography skills • Examples of the power of social marketing

4. Progress in the Pride Model Orientation Planning Implementation Analysis Literature review & Site assessment Identify barriers to threat mitigation Preliminary target audience identification Identify sources and key influencers Align barrier removal & outreach strategies Work plan Material distribution & activity strategy Post-campaign survey & data analysis Materials design Stakeholder identification Identify barrier removal strategies Draft results chain BROP (refine barrier removal strategy) Creative brief development Message and materials pre-testing Coordinated campaign rollout Write & distribute final report Threat identification & concept modeling BRAVO (verify strategy assumptions & options ) Preliminary objectives SMART objectives & indicators Creative concept development Message and materials refinement Monitor campaign rollout on RarePlanet Refine strategy using lessons learned Threat ranking & prioritization Identify barrier removal partners Target audience research (surveys) Monitoring plan Message development Identify & engage production vendors Develop plan for sustained impact & funding Sources of stress Audience segmentation Finalized theory of change Determination of marketing media mix Materials production Implement follow-up campaign

5. Road map Highlights of the Week Meet a CM

6. First day Opening Ceremony Rare’s staff, volunteers, and university partners welcomed the Campaign Managers to the program with a one-hour ceremony on Monday morning. Shiyang gave a brief Pride overview and played a video from the stellar China 1 Hunchun campaign, and Yang Yumin of Southwest Forestry University discussed the value of the professional program. Introduction to the Pride model Yu walked Campaign Managers through the major steps of Rare’s social marketing methodology, as they attentively took notes, and shared a collective deep breath in advance of the busy two years ahead.

7. Photography for storytelling Guest lecture: taking photos and telling stories Lu Bin, videographer and director of the acclaimed Hunchun video, teaches Campaign Managers to identify photo opportunities with high marketing potential, and how to tell stories around these photos. Before using actual photos, CMs practiced with drawings. Hands-on photography practice Campaign Managers had the opportunity to work and play on Wednesday, as they were given two hours to explore Kunming’s tourist center – but with the mission of practicing photo-taking. Upon return to the university, Campaign Managers prepared stories around the photos and presented them to Lu Bin.

8. Getting to know each other, and each other’s sites Behavioral assessments Campaign Managers took DISC and Thomas-Kilmann tests to better understand their own and each other’s styles of handling work and conflict. The tests will help them work effectively together over the first university phase and the coming years. Site summaries Campaign Managers laid out key features of their sites, including endangered species, threats, and habitat types, and discussed similarities and differences.

9. Photo highlights: visit to Kunming’s Green Lake

10. Photo highlights: working together

11. Road map Highlights of the Week Meet a CM

12. Meet a Campaign Manager! Wei Baoyu “Wetland Pioneers for Watershed Restoration”

13. This Week’s Pioneer: Wei Baoyu CM Overview Given name: Baoyu (nicknamed “Xiaobao”) Family name: Wei Organization: WWF China Xiaobao has several years of experience working with the finless porpoise as a Programme Manager at WWF. A chemistry major from the Changsha University of Science and Technology, he brings strong technical credentials – and a great deal of enthusiasm – to the class. Campaign Overview Campaign Site: East Dongting Lake Finless Porpoise Nature Reserve Province: Hunan Key Threats: Overfishing, electric shocking, poison fishing, fixed nets set in lake beds Flagship Species: Finless Porpoise (Neophocaenaphocaenoides)

14. Moment of Zen