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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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First University Phase: Week 4 (11/22/10 – 11/26/10)
Literature review & Site assessment
Identify barriers to threat mitigation
Preliminary target audience identification
Identify sources and key influencers
Align barrier removal & outreach strategies
Material distribution & activity strategy
Post-campaign survey & data analysis
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 )
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)
Identify & engage production vendors
Develop plan for sustained impact & funding
Sources of stress
Finalized theory of change
Determination of marketing media mix
Implement follow-up campaign
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.
The team organized our BR expert’s 8 steps to best fit the Pride model:
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.
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!”
“Wetland Pioneers for Watershed Restoration”
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 Site: Poyang Lake National Nature Reserve
Key Threats: Overfishing, electric shock fishing, lake drainage, unsustainable crab farming.
Flagship Species: Siberian Crane (Grusleucogeranus)