new hampshire; rain gardens: social marketing for water outreach - plymouth state university
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Introductionto
Social
Marketing
forWaterOutreach
NHWaterandWatershedsConference2011
March2526,2011
PlymouthStateUniversity,NH
JuliaPeterson
NHSea
Grant
and
UNH
Cooperative
Extension
[email protected],UNHDept ofHealthManagementandPolicy;BarbaraMcMillan,NHDES;
andNickStevenson,PlymouthState University
mailto:[email protected]:[email protected] -
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ObjectivesforTodaysIntroduction
Beable
to
describe
social
marketing
and
how
itdiffersfrominformationalcampaigns
Recognizesteps
in
carrying
out
social
marketingcampaigns
Learnaboutexamplesofwaterrelatedsocial
marketingcampaigns
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WhatsYourOutreach
CampaignAbout?
Understandwatersheds
Know moreabout
stormwater
Care about
a
particular
waterbody
Thinkaboutalternative
yard
care
practices
that
arebetterforwaterquality
Pickuppetwasteanddispose
of
it
properly
Washcaratacarwashratherthaninthestreet
Volunteerasawaterqualitymonitor
Mow
lawns
high
and
leave theclippingstoreduce fertilizerapplications
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WhatisSocialMarketing?
Socialmarketingsellsabehaviorchange
toatargeted
group
of
individuals
Accept anewbehavior
Rejectapotentialbehavior
Modify acurrentbehavior
Abandon an
old
behavior
Itborrowsfromthephilosophy,tools,andpracticesof
commercialmarketing
for
health,
environmental
and/or
socialprograms.
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WhereDoesBehaviorComeFrom?
Information Behavior
Information
Information
?
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NeedMoreInformation?
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OneTheoryofBehavior
Values
Information
Past
Action
Attitudes
Norms
Behavioral
Intention
Behavior
Perceived
Behavioral
Control
AdaptedfromTheoryofPlannedBehavior(Azjen &Fishbein 1975)
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BehaviorIsComplex
ChangingBehavior
is
Very
Challenging
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ExamplesofUsesofSocialMarketingunitedinspectionstexas.com
eHowwestcan.wordpress.com
healthiswealth.org
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InOtherWords
Beuncomfortable
Hearbad
news
Beinconvenienced
Changeyour
habits
Riskrelationships
Resistpeer
pressure
Spendmoney
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KeystoSocialMarketing
FocusontheAudience
Targetand
segment
audience
Studybarriersandbenefitstodesired
behaviorPinpointbehavior
Makesurebenefitsoutweighbarrierstoaction
Testcampaignandmeasureresults
Planandpreparetoevaluate
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Definetheproblem(behavior) Identifypossiblesolutions
Identifyand
segment
your
audience
Conductananalysisofyourabilitytomakeadifference Understandyouraudience
IDbarriers
IDwaystoreducebarriers Refineselectionofaction/behaviortopromote
Selectmediumandmessages
Pretestcampaign
ideas
and
messages
Implement Evaluate
MakeAdjustments
SocialMarketingProcess
FromGettingYourFeetWetwithSocialMarketingbyJackWilbur,UtahDeptofAgricultureandFood
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CommunityBasedSocialMarketing
1. Identifybarriersandbenefitstoasustainable
behavior2. Designastrategythatutilizesbehavior
change
tools3. Pilotthestrategywithasmallsegmentof
community
4. Evaluatetheimpactoftheprogramonceit
hasbeenimplemented
McKenzieMohr,Doug.FosteringSustainableBehavior.1999.
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ConnecttheEnvironmental/Social
Situationwith
aBehavior
Conductarootcause
analysis Ask
Why?
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ConsiderPossibleSolutionsandAssess
Restrict dogsfromthearea.
Hiresomeone
to
clean
up
after
dogs.
Requirepottytrainingfordogs.
Havedog
walkers
pick
up
pet
waste
and
properlydisposeofit.
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WhoisyourtargetAUDIENCEsegment?
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IdentifyyourTargetAudience
Whodoyouneedtoreach?
Whohas
the
most
influence
over
the
outcome?
Residents? Tourists?
Voters?
Townboards
or
legislators?
Businesses?
Teachers?
Youth?
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Narrowdownby.
Geographiclocation
Interest Occupation
Age
Gender
BehaviorPatterns
etc.
tofityouroutcomes.
Examples:
Shorelandpropertyowners
Snowmobilers
Automotiveshopowners
Retiredpeople
Women
Overwaterers
SegmentYourAudience
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GettoKnowYourTargetAudience
Condition
or
Motivation
Knowledgelevel
Existingskill
Existingawareness
Existingbehavior
Existingattitudes
StudytheBarriersandBenefitstoDesiredBehavior!!!
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ProcessofSocialMarketing Getto
Knowthe
Audience
Segment
Useexistingdatatogettoknowyouraudience E.g.septicslackers,frequentfertilizers
Conductformativeresearchtoidentifyperceivedbenefits/barriers
Qualitative Focusgroups Interviews
Quantitative
Surveys
Workwithasocialscientistormarketresearcher
Includeyour
target
audience
on
your
planning
team
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DetermineYourMessage
foryour
target
audience
for
each
outcome
Promoteadirectbenefit tothetargetaudience
Beunderstandable(www.waterwordsthatwork.com)
Linktosomethingofvalue tothem
Statespecificactions
Usesocialmarketingtools forbehaviorchangewww.cbsm.com
Commitment,prompts,norms,communication,incentives
http://www.cbsm.com/http://www.cbsm.com/ -
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ChooseaMethod
toGet
Your
Message
Across
Print
Promotionalgiveaways
Media
Website/CDs/listserves/
emails
Events
Activities,Formats,orProducts&Distribution
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Next
Pretestmessageandmethod
Implement Evaluate
Adjust
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ExamplesofWaterRelatedSocial
MarketingResearch
and/or
Campaigns
RainGardenOpinionStudy Universityof
Wisconsinand
Lake
Ripley
Management
Unit
ChangingDo
it
Yourselfers
Lawn
Care
Practices:BangorProject PlymouthState,
UMaine CooperativeExtensionandBangor
AreaStormwater Group
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WhoWantsaRainGarden?
Areview
of
findings
from
astudy
by
UniversityofWisconsinofpropertyownersaroundLakeRipleyin2007
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FocusofQuestionnaireDesign Whatdopeoplebelievewouldthe
consequencestothempersonallyof
buildingarain
garden?
How
do
they
evaluatethoseconsequences?
Whatdo
they
believe
significant
others
thinktheyshoulddo?
Towhatextentdotheybelievetheyhavethenecessaryresourcestobe
ableto
build?
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Results BasicConcepts
Mostrespondentsfelttheyhadanunderstandingofrain
gardensOR
that
they
could
easilyacquiretheinformation.
LackofknowledgeisNOTa
majorbarrier
and
additional
informationisnotrequired.
Understandlinkbetween
raingardens
and
water
quality.
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Results Barriers
Preferencefor
yard
thatismostlylawn.
Aesthetics?Culturalnorm?
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Results Obstacles
6total
rated
4
real
Costandexpense
Insufficienttime
Beliefthatitwouldbetoomuchwork
Not
having
requisite
knowledge Nonescoredveryhigh
WelldesignedCBSMmightovercomeobstacles
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Results StrongPredictorofIntent
Availabilityof
cost
sharing
i.e.discounts
from
nurserieswith
nativeplants
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Results StrongPredictorsofIntent
BeliefsaboutoutcomesImprovewaterquality
Enhancewildlife
habitat
Increasepropertyvalue
TheirvaluesWaterquality
Wildlifehabitat
Propertyvalue
Respondents with the highestintent to install a rain garden
within the next 2 years.
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Results SignificantPredictor
Degreetowhichrespondents
believed
significantothers would
lookfavorablytoward
theminstallingarain
garden.
Mostcared
what
others
thought.
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TakeHomeonMarketingResidential
RainGardens
Helpaudiencevisualizegardens
Helpaudience
feel
they
fit
in
Offercostsharingincentives discountnativeplants,use
grants,partner
Emphasizeoutcomes healthywaterquality,
habitat,
property
value Engagefriends,neighbors,family communitydays,
neighborhoodpromotions
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ChangingHomeowners
Lawn
Care
BehaviortoReduceNutrientLossesUSDA/NIFA20065113003656
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35
BangorMEStormwater Education
Developcampaignwithpartners.
Conductcampaign
in
MS4
communities.
Evaluate.
Bangor Area Storm Water Group
Reduce your Use of Lawn Chemicals!
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2010LandGrantandSeaGrantNational
WaterConference36
Kidsand
Pets
message
Boyabout
to
eatlawn
Logoand
tag
line
Business
partners
Local
partners
and
affiliations
Thestencil
andduck
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February22,20102010LandGrantandSeaGrantNational
WaterConference37
Business
partners
Local
partners
and
affiliations
Upscale
homewith
lushlawn
Childanddog
onsafe
lawn
Normative
basedmessage
Logo/tagline
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February22,20102010LandGrantandSeaGrantNational
WaterConference38
EvaluatingtheBASWGCampaign
6Neighborhoodsreceivedoneofthreetreatments:standardmessaging,normativemessaging,and
control(experimental
design).
Questionnairesweredelivereddoortodoorusingthedrop
off/pickup
method
during
asnow
storm
(n=230).
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February22,20102010LandGrantandSeaGrantNational
WaterConference39
EvaluatingtheBASWGCampaign
Multiple Comparisons
LSD
Dependent
Variable
(I)Treatme
nt type
(J)Treatment
type
MeanDifference
(I-J)
Std.
Error Sig.
Intention to
fertilize
Standard Norm .14382 .11746 .223
Control -.09472 .11240 .401
Norm Standard -.14382 .11746 .223
Control -.23854* .10356 .023
Control Standard .09472 .11240 .401
Norm .23854* .10356 .023
Intention topesticide
Standard Norm .18889 .12178 .124Control -.11111 .11687 .344
Norm Standard -.18889 .12178 .124
Control -.30000* .11348 .010
Control Standard .11111 .11687 .344Norm .30000* .11348 .010
Testedfor:
Increases
in
intentionto
reduceor
eliminateuse.
Exposuretoproducts.
Changesin
attitudes.
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February22,20102010LandGrantandSeaGrantNational
WaterConference40
NotableResults
Normativemessages(Neighbors)worked.
Standardmessaging(KidsandPets)alsoworked.
Attitudesdid
not
vary
(significantly)
across
groups.
Thestencilsandthedoorhanger werevisibleandeffective.
Websiteandsocialnetworkswerenotcommonlyused.
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2010LandGrantandSeaGrantNational
WaterConference41
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February22,2010 42
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Resources
Kotler,Philip,etal.,SocialMarketing:ImprovingtheQualityofLife,SecondEd. ThousandOaks:Sage
Publications,2002.
Andreasen,Alan,MarketingSocialChange. SanFrancisco:JosseyBass,1995.
McKenzie
Mohr,
Doug,
Fostering
Sustainable
Behavior:
AnIntroduction
to
Community
Based
Social
Marketing.
BritishColombia,Canada:NewSocietyPublishers,1999.
Wilbur,Jack,GettingYourFeetWetwithSocial
Marketing.Utah
Department
of
Agriculture
and
Food.
www.ag.utah.gov,2006
WaterWordsThatWork.www.waterwordsthatwork.com
http://www.ag.utah.gov/http://www.ag.utah.gov/http://www.ag.utah.gov/http://www.ag.utah.gov/http://www.ag.utah.gov/http://www.ag.utah.gov/ -
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Resources
http://www.buckleupamerica.org/
http://www.thetruth.com/ http://www.turningpointprogram.org/Pages/s
ocialmkt.html www.epa.gov/owow/nps/toolbox.html
http://www.thetruth.com/http://www.turningpointprogram.org/Pages/socialmkt.htmlhttp://www.turningpointprogram.org/Pages/socialmkt.htmlhttp://www.epa.gov/owow/nps/toolbox.htmlhttp://www.epa.gov/owow/nps/toolbox.htmlhttp://www.turningpointprogram.org/Pages/socialmkt.htmlhttp://www.turningpointprogram.org/Pages/socialmkt.htmlhttp://www.thetruth.com/ -
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ThankYou!