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SOCIAL MARKETING STRATEGIES: INSPIRING CONSERVATION STEWARDSHIP

WACD Annual Convention: Kalispell MT November 21st 2019 Aneka Sweeney, M.Ed.

Whatcom Conservation District

NACD Regions: Pacific

36-48 Inches of Rain Annually

37% of the Livestock in Puget Sound

the problem poop

Community Partners

Whatcom Conservation District

Whatcom County Public Works

Whatcom County Health Department

City of Lynden

City of Blaine

Drayton Harbor Community Oyster Farm

Drayton Harbor Oyster Company

Watershed Improvement District

Nooksack Indian Tribe

WA State Department of Health

WA State Department of Agriculture

WA Department of Ecology

Poll EverywhereInstructions and Demonstration

Poll Everywhere Instructions•Take Out Your Phone •Step

1•To get started, text 22333 the message “whatcomcd”

•Step 2

•Text responses to questions as they are presented

•Step 3

Message rates apply Your phone number will NOT be tracked

Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley.

Knowledge &

AwarenessFinancial Incentives

Regulatory Backstop

Target Action: Request Technical Assistance

TRADITIONAL VOLUNTARY INCENTIVE-BASED PROGRAMMING

Barrier & Benefits Survey

Livestock Specific Focus

GroupsPilot

Programming

Social Marketing Research

Trust in the Science

Trust in the Practices

Trust in the Messenger

Barriers to Requesting Technical Assistance

One-on-one Technical Assistance

Audience Specific Workshops

Personalized Multi-media

Farm Specific Events

Direct Mail/Newsletters

Information/Awareness by mass

media

Part

icip

ants

Rea

ched

0

25

50

75

100

2013 2014 2015 2016 2017 2018

2 3

2226

94

83

Voluntary Requests for Farm Planning Services

Drayton Harbor ~ 1200 acres

Birch Bay ~130 acres

Portage Bay: Spring Harvest Open

Goal: Improve Water

Quality

Normalize conservation

behaviors

Use trusted sources of

information

Build trust through

relationships

Personalize government

Build trust through

transparency

Use incentives specific to

target behavior

Build trust through

transparency

Normalize Conservation

Behaviors

Personalize government

Build trust through

relationships

2016 2017 2018 2019

Normalizing Conservation

Behavior

Build trust through

relationships

Personalize Government

Whatcom Farm Speaker Series

Normalizing Conservation

Behavior

Personalize Government

Use Trusted Sources of Information

Whatcom Farm Speaker Series: Recipe for Success

Invite Audience Specific Expert

Build connection to Conservation Practices

Support a Panel of Cooperators

Provide a relaxed atmosphere

Normalizing Conservation

Behavior

Personalize Government

Use Trusted Sources of Information

Normalize Conservation

Behaviors

Use Trusted Sources of

Information

Visibility at Community Events

Build trust through

transparency

Guest Speakers for Livestock Groups

Use Trusted Sources of

Information

Build trust through

relationships

Normalize Conservation

Behavior

Partnering with Leaders in the Community

Use Trusted Sources of Information

Normalizing Conservation

Behavior

$$ Small Grant Program $$Reimburses 75% of the actual installation cost

Up to $3,000 for eligible practices

26 Landowners

Underground Outlet

Manure StorageAccess Lane

Exclusion Fencing

Heavy Use Area

Gutters on Barns

Small Grant Program

Tarps for Manure Storage

Soil Testing for Pasture

Health

FREE Gateway Incentives

Use Incentives Specific to

target behavior

Normalizing Conservation

Behavior

REBATES for Gateway Incentive

Barn Gutters and/or Outlet

Heavy Use Area Footing Material

Up to $200 per parcel!

Use Incentives specific to

target behavior

Normalizing Conservation

Behavior

Takeaways for success

Know your audience: The Who and the Where Peer-to-peer communication build social norms

Build relationships with trusted sources of information Find gateway incentives

Multiple & diverse opportunities to engage

Thank you! Aneka Sweeney M.Ed. Education & Outreach Coordinator Whatcom Conservation District

Email: asweeney@whatcomcd.org Office: 360-526-2381 x103

Whatcom County ◆ Whatcom Conservation District Pollution Identification and Correction Program