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China Wetlands Cohort First University Phase: Week 4 (11/22/10 – 11/26/10) PowerPoint Presentation
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China Wetlands Cohort First University Phase: Week 4 (11/22/10 – 11/26/10). Training objectives. Goals of the 1 st university phase Instill in Campaign Managers… A strong understanding of the Pride methodology Knowledge of the foundations of social marketing

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China Wetlands Cohort First University Phase: Week 4 (11/22/10 – 11/26/10)

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China Wetlands Cohort

First University Phase: Week 4 (11/22/10 – 11/26/10)


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 the week
  • Provide Campaign Managers with…
  • Step-by-step guidelines on arranging and managing fishing agreements with communities
  • Practice negotiating to reach consensus
  • Knowledge of how to identify and engage community leaders
  • Hands-on social marketing experience
  • Practice evaluating the effectiveness of barrier removal strategies

Progress in the Pride model





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


Introducing the cohort’s barrier removal strategy

8 steps to agreement between communities and reserves

Wu Yusong of WWF Kunming spent four days at university last week, presenting to Campaign Managers eight generic steps to reaching agreement on fishing rights between nature reserves and their surrounding communities. Ms. Wu, who wrote her PhD dissertation on community co-management of natural resources, will continue to advise Campaign Managers on tailoring the eight steps to their particular sites.

  • Assess the community’s desired fishing rights
  • Clarify what fishing practices the reserve needs to change
  • Identify stakeholders for co-management committee
  • Select leaders of co-management initiative
  • Negotiate terms of the agreement
      • Zoning, gear restrictions, licenses
      • Alternative livelihood training
      • Patrol teams
  • Sign the agreement
  • Expand to neighboring communities
  • Replicate the strategy

Applying the BR strategy

The team organized our BR expert’s 8 steps to best fit the Pride model:


Field trip to an alumni campaign

Hands-on learning

Villagers in Dashanbao, the site of a China 1 campaign to protect the black-necked crane, were in for a surprise when they visited the local market on Friday. They were greeted by an unannounced crane festival, featuring not only Campaign Manager Dao Meibiao and his team, but also a busload of student volunteers and the whole China 2 cohort.

Instead of a traditional mini-campaign, the China 2 Campaign Managers participated in many facets of a real Pride event. They set up a puppet show, distributed flyers, and acted out a story. One of them even wore the mascot costume!

After visiting several households in the community to discuss the barrier removal strategy of feeding livestock in contained areas (as opposed to letting livestock graze in the black-necked crane’s habitat), the China 2 CMs completed an exercise to evaluate the campaign’s marketing and BR strategies.


Campaign Managers’ anonymous feedback

How the 7 Campaign Managers felt on Wednesday

“Today we learned two case studies which will be very useful in running my campaign.”

“This week we learned methodologies for community engagement, and we discussed analysis of community co-management.”

“I’m happy we are leaving for Dashanbao tomorrow!”

“I can’t wait till tomorrow!”


Meet a Campaign Manager!

Wu Xudong

“Wetland Pioneers for Watershed Restoration”


This week’s pioneer: Wu Xudong

CM Overview

Given name: Xudong

Family name: Wu

Organization: Poyang Lake National Nature Reserve Agency

Wu Xudong has 15 years of experience working at Poyang Lake, including as chief of a research station. He is a strong leader and project manager, with infectious charisma when talking with community members.

Campaign Overview

Campaign Site: Poyang Lake National Nature Reserve

Province: Jiangxi

Key Threats: Overfishing, electric shock fishing, lake drainage, unsustainable crab farming.

Flagship Species: Siberian Crane (Grusleucogeranus)