Conservation Action Marketing Conservation Action Marketing - - PDF document

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 1

Conservation Action Marketing Conservation Action Marketing

Wisconsin Lakes Convention Wisconsin Lakes Convention April, 2007 April, 2007

Working with Conservation Working with Conservation Issues Issues … ….Working with People? .Working with People?

Sarah Weaver Kipp and Clive Callaway Sarah Weaver Kipp and Clive Callaway The Living by Water Project The Living by Water Project British Columbia, Canada 250 832 7405 British Columbia, Canada 250 832 7405 shorelines@jetstream.net shorelines@jetstream.net www.livingbywater.ca www.livingbywater.ca

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 2 Sharing Session Sharing Session 7 7 Topic of Discussion Topic of Discussion

Section Section

Working with the Media Working with the Media 6 6 Communication Tips Communication Tips 5 5 Communication Principles Communication Principles 4 4 Understanding Audience Needs; Barriers to Understanding Audience Needs; Barriers to Behaviour Behaviour Change Change 3 3 The Basics of Conservation Action Marketing; The Basics of Conservation Action Marketing; Trends Trends 2 2 Brief summary, Living by Water Project Brief summary, Living by Water Project 1 1

Section 1 Section 1

The Living by Water Project The Living by Water Project Brief Summary Brief Summary

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 3

• Terra

Terra amata amata

Artist Artist’ ’s reconstruction of 400,000 year old prehistoric site s reconstruction of 400,000 year old prehistoric site Mus Musé ée de pal e de palé éontologie

• ntologie humaine

humaine de Terra de Terra-

• Amata

Amata Nice, Nice, France France

Brief Overview Brief Overview The Living by Water Project The Living by Water Project

• Two waterfront residents 1997/1998; role

Two waterfront residents 1997/1998; role

• f UWEX
• f UWEX Life on the Edge

Life on the Edge

• Initial plan:

Initial plan: “ “write a book write a book” ”; incorporate ; incorporate marketing marketing

• 1998 to 2002

1998 to 2002 – – a lot of initiatives a lot of initiatives… … a lot of a lot of learning! learning!

• Four editions of book

Four editions of book – – 2002 / 2003 2002 / 2003

• “

“Wholesaler Wholesaler” ” role role – – providing resources to providing resources to

• thers
• thers

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 4

Our Vision for Shorelines Our Vision for Shorelines… …

• Creating

Creating healthy healthy human and wildlife human and wildlife habitats habitats

• Maintaining waterfront environments as

Maintaining waterfront environments as special places special places

• Protecting wildlife

Protecting wildlife with careful with careful construction and shoreline restoration efforts construction and shoreline restoration efforts

• Sharing information

Sharing information with neighbours with neighbours

• Maintaining the values

Maintaining the values of our waterfront

• f our waterfront

properties by adopting earth properties by adopting earth-

• friendly ways

friendly ways

Section 2 Section 2

The Basics of Conservation Action The Basics of Conservation Action Marketing Marketing

… …Beyond education and awareness Beyond education and awareness-

• raising

raising

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 5

The Challenge The Challenge

“ “It It’ ’s easier to work with fish and streams s easier to work with fish and streams than it is to work with people so as to than it is to work with people so as to prevent them from causing the need to prevent them from causing the need to restore the stream in the first place. restore the stream in the first place.” ”

Otto Langer, 1997 Otto Langer, 1997

The real substance The real substance

• f conservation lies
• f conservation lies

not in the physical not in the physical projects of projects of government, but in government, but in the mental the mental processes of its processes of its citizens... citizens...

Aldo Leopold Aldo Leopold

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 6

Encouraging Sustainable Behaviour Encouraging Sustainable Behaviour

• Traditional use of (large scale)

Traditional use of (large scale) educational and advertising educational and advertising information campaigns information campaigns

• Can be effective in creating public

Can be effective in creating public awareness and sometimes in awareness and sometimes in changing attitudes changing attitudes

• However, behaviour change

However, behaviour change rarely rarely

• ccurs
• ccurs as a result of simply

as a result of simply providing information providing information

• Education and awareness are

Education and awareness are necessary but often necessary but often insufficient for insufficient for sustained behavior change sustained behavior change

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 7

Recent Angus Reid Poll Recent Angus Reid Poll Conservation Marketing Conservation Marketing

• Hybrid of tools and techniques to help

Hybrid of tools and techniques to help sustain behaviour change sustain behaviour change

• Borrows from:

Borrows from:

• best / ethical aspects of business marketing

best / ethical aspects of business marketing

• tools and techniques of community

tools and techniques of community-

• based

based social marketing social marketing

• environmental education

environmental education

• Requires good knowledge of your audience

Requires good knowledge of your audience

• About

About reinforcing reinforcing and and supporting supporting decisions decisions

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 8

“ “Marketing Marketing is concerned with designing is concerned with designing an efficient (in terms of resources) and an efficient (in terms of resources) and fair (in terms of distribution of output to fair (in terms of distribution of output to all parties involved) system which will all parties involved) system which will direct an economy direct an economy’ ’s flow of goods and s flow of goods and services from producers to consumers and services from producers to consumers and accomplish the objectives of society. accomplish the objectives of society.” ”

Source: E. Jerome McCarthy and Stanley Shapiro, Basic Marketing Source: E. Jerome McCarthy and Stanley Shapiro, Basic Marketing

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 9

“ “Marketing Marketing is the performance of is the performance of business activities which direct the flow of business activities which direct the flow of goods and services from producer to goods and services from producer to consumer or user in order to satisfy consumer or user in order to satisfy customers and accomplish the company customers and accomplish the company’ ’s s

• bjectives.
• bjectives.”

”

Source: E. Jerome McCarthy and Stanley Shapiro, Basic Marketing Source: E. Jerome McCarthy and Stanley Shapiro, Basic Marketing

“ “Environmental education Environmental education is a learning is a learning process that increases people process that increases people’ ’s knowledge s knowledge and awareness about the environment and awareness about the environment and associated challenges, develops the and associated challenges, develops the necessary skills and expertise to address necessary skills and expertise to address the challenges, and fosters attitudes, the challenges, and fosters attitudes, motivations, and commitments to make motivations, and commitments to make informed decisions and take responsible informed decisions and take responsible action. action.” ”

Source: UNESCO, Tbilisi Declaration, 1978 Source: UNESCO, Tbilisi Declaration, 1978

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“ “Social marketing Social marketing is the planning and is the planning and implementation of programs designed to implementation of programs designed to bring about social change using concepts bring about social change using concepts from commercial marketing. from commercial marketing.” ”

Source: Social Marketing Institute Source: Social Marketing Institute

“ “Community Community-

• based social marketing

based social marketing draws heavily on research in social draws heavily on research in social psychology that indicates that initiatives to psychology that indicates that initiatives to promote behaviour change are most promote behaviour change are most effective when they are carried out at the effective when they are carried out at the community level community level and involve and involve direct contact direct contact with people. with people.” ”

Source: Doug McKenzie Source: Doug McKenzie-

• Mohr,

Mohr, Promoting a Sustainable Future Promoting a Sustainable Future

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 11

Educate Educate Motivate Motivate Initiate Initiate

“ “Engaging people is Engaging people is what it what it’ ’s all about. s all about. Spreading awareness. Spreading awareness. Helping people see Helping people see they can make a they can make a

• difference. And then
• difference. And then

inciting them to take inciting them to take action. action.” ”

• Hon. David Anderson July 12, 2000,
• Hon. David Anderson July 12, 2000,

talking about the proposed talking about the proposed Species at Risk Act Species at Risk Act. .

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We Remember: We Remember:

• 10% of what we

10% of what we read read

• 20% of what we hear

20% of what we hear

• 30% of what we see

30% of what we see

• 50% of what we see

50% of what we see and hear and hear

• 80% of what we say

80% of what we say

• 90% of what we

90% of what we say and do say and do

Conservation Action Marketing Conservation Action Marketing

Conservation Conservation marketing is about marketing is about building a building a relationship with relationship with your audience. your audience.

• Personal contact

Personal contact

• Mass marketing

Mass marketing

• Point of sale

Point of sale

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Conservation Action Marketing Conservation Action Marketing

• Client

Client-

• centred

centred rather than organization rather than organization

• r product
• r product-
• centred

centred

• Solution

Solution-

• oriented
• riented rather than problem

rather than problem-

• riented
• riented
• Emphasis on

Emphasis on tips tips (applied knowledge) (applied knowledge) rather than facts for their own sake rather than facts for their own sake

Conservation Action Marketing Conservation Action Marketing

• Knowing, really knowing

Knowing, really knowing, the audience , the audience

• Stimulating enlightened self

Stimulating enlightened self-

• interest

interest

• Identifying barriers to behaviour change

Identifying barriers to behaviour change and addressing them and addressing them

• Anecdotes, benefit statements, fear of

Anecdotes, benefit statements, fear of loss, reward and a loss, reward and a “ “challenge challenge” ”

• Simple language rather than scientific or

Simple language rather than scientific or jargon terms jargon terms

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 14

Conservation Action Marketing Conservation Action Marketing

• Based on research showing that initiatives

Based on research showing that initiatives to promote behaviour change are most to promote behaviour change are most effective at the community level, involving effective at the community level, involving direct contact with people direct contact with people

• Develops strategies to remove barriers to

Develops strategies to remove barriers to behaviour change behaviour change

• Uses concepts of traditional marketing

Uses concepts of traditional marketing like: like:

• AIDA (Attention, Interest, Desire, Action)

AIDA (Attention, Interest, Desire, Action)

• The four

The four “ “P P” ”s s – – Product, Place, Price, Promotion Product, Place, Price, Promotion

AIDA AIDA

• Attention:

Attention: Capture the audience Capture the audience’ ’s s attention attention

• Interest:

Interest: Secure their interest Secure their interest

• Desire:

Desire: Instill desire for the product or Instill desire for the product or service service

• Action:

Action: Incite them to action to purchase Incite them to action to purchase

• r adopt
• r adopt

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Important Marketing Concepts Important Marketing Concepts

• Incorporate the 4

Incorporate the 4 “ “P P” ”s s

• Product / service (enticing

Product / service (enticing – – beneficial) beneficial)

• Price (perception of value)

Price (perception of value)

• Places (suit audience and fit lifestyle)

Places (suit audience and fit lifestyle)

• Promotion (creative)

Promotion (creative)

• Segment markets

Segment markets

• Watch purism / idealism

Watch purism / idealism

Important Marketing Concepts Important Marketing Concepts

• Influencing individual

Influencing individual action is the end objective action is the end objective

• Customer centred; benefit

Customer centred; benefit led led

• Benefits must be

Benefits must be perceived to be greater perceived to be greater than costs than costs

• Understand your target

Understand your target audience and its needs audience and its needs

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• People

People always always act act in their own self in their own self-

• interest.

interest.

• People are not

People are not against against you; they you; they are merely are merely for for themselves. themselves.

Conservation Action Marketing Conservation Action Marketing

Marketing to Ethnic Communities Marketing to Ethnic Communities

• Survey and understand

Survey and understand needs of targeted ethnic needs of targeted ethnic group group

• Plan activities and

Plan activities and programs to address needs programs to address needs

• Network with ethnic

Network with ethnic-

• based

based communities and media communities and media

• Reach out to other ethnic

Reach out to other ethnic-

• based organizations

based organizations

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Marketing to Ethnic Communities Marketing to Ethnic Communities

• Coordinate programs to coincide with

Coordinate programs to coincide with different ethnic and cultural festivals and different ethnic and cultural festivals and events events

• Respect and incorporate cultural

Respect and incorporate cultural-

• specific

specific philosophy and spirituality philosophy and spirituality

• Provide bilingual info and interpretation

Provide bilingual info and interpretation

Source: Joseph Lin, Taiwanese Canadian Intercultural Green Club Source: Joseph Lin, Taiwanese Canadian Intercultural Green Club

Products and Services Products and Services

• Develop products and services to meet

Develop products and services to meet customer needs, including overcoming customer needs, including overcoming

• bstacles
• bstacles
• Explore creative partnerships in meeting

Explore creative partnerships in meeting customer needs customer needs

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Matching Product to User Needs Matching Product to User Needs Full Service Marketing Full Service Marketing

• Supporting grants /

Supporting grants / loans loans

• Info support

Info support

• Discounted products

Discounted products

• Other additional

Other additional services services

• Help establish peer

Help establish peer support groups support groups

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 19

Full Service Marketing to meet Full Service Marketing to meet Waterfront Resident Needs Waterfront Resident Needs

• Convenient access to suppliers

Convenient access to suppliers

• Peer support

Peer support

• Discount coupons

Discount coupons

• Partnerships with native plant

Partnerships with native plant nurseries; septic installers nurseries; septic installers

• Access to financial support

Access to financial support

• Low interest loan program

Low interest loan program

• Peers available to answer

Peers available to answer questions; provide questions; provide “ “norms norms” ”

• Overall mandate / objective

Overall mandate / objective

• Market analysis

Market analysis – – identify and identify and segment audience segment audience

• Barriers for behaviour change for each

Barriers for behaviour change for each segment segment

• Communication and promotion plan

Communication and promotion plan

• Distribution plan

Distribution plan

• Implementation (including

Implementation (including monitoring, partnerships, etc.) monitoring, partnerships, etc.)

Marketing Plan Marketing Plan

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 20

Original Original communication communication and distribution and distribution plan for targeting plan for targeting waterfront waterfront residents (1998) residents (1998)

Product Evaluation Product Evaluation

Overall Satisfaction With Living By Water Products And Services

Somewhat satisfied 15% Very dissatisfied 4% Very satisfied 81%

Survey Results Survey Results – – August 2002 August 2002 CV Marketing Research CV Marketing Research – – National Survey National Survey

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 21

Community Community-

• based Social

based Social Marketing in Action Marketing in Action Norms Norms

• Make new norms visible (e.g.

Make new norms visible (e.g. Natural Natural shorelines shorelines – – the new the new “ “Fashion Fashion Statement Statement” ”!) !)

• Use personal contact to reinforce norms

Use personal contact to reinforce norms (e.g. (e.g. “ “peer to peer peer to peer” ” support) support)

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• Establishing a

Establishing a new new “ “norm norm” ” can backfire. can backfire. Eg Eg “ “messy messy lawn lawn” ” with a with a Pesticide Free Pesticide Free sign. sign.

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Commitment Commitment

• Consider the

Consider the incremental rule incremental rule (e.g. (e.g. “ “every metre counts every metre counts” ”) )

• Recognize what

Recognize what’ ’s already being done s already being done

• Go for written over verbal commitments

Go for written over verbal commitments

• Try for public commitments (e.g. Shoreline

Try for public commitments (e.g. Shoreline Action Challenge) Action Challenge)

• Try working through groups (e.g.

Try working through groups (e.g. Cottagers Cottagers’ ’ Associations) Associations)

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Modified from On the Living Edge Modified from On the Living Edge

Thinking Outside the Thinking Outside the “ “Setback Box Setback Box” ”

Commitments Commitments

• Actively involve the person

Actively involve the person

• Use existing points of contact to obtain

Use existing points of contact to obtain commitments (e.g. insert in magazines) commitments (e.g. insert in magazines)

• Avoid coercion (use soft sell instead)

Avoid coercion (use soft sell instead)

• Avoid the potential of confusion or

Avoid the potential of confusion or misunderstandings (e.g. Don misunderstandings (e.g. Don’ ’t call it a t call it a “ “pledge pledge” ” program!) program!)

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Prompts (Reminders and Triggers) Prompts (Reminders and Triggers)

• Use to encourage and

Use to encourage and engage engage people in people in positive behaviour positive behaviour

• Make prompts noticeable (e.g. Shoreline

Make prompts noticeable (e.g. Shoreline Ambassador fridge magnet) Ambassador fridge magnet)

• Make them self

Make them self-

• explanatory (e.g.

explanatory (e.g. “ “I want I want clean water clean water” ”; ; “ “I want to protect my I want to protect my shoreline property shoreline property” ”) )

• Present in as close proximity as possible to

Present in as close proximity as possible to where the action is to be taken (e.g. where the action is to be taken (e.g. “ “peer peer to peer to peer” ” at the door at the door

Incentives Incentives

• Quick positive feedback: time the

Quick positive feedback: time the presentation of the incentive as closely as presentation of the incentive as closely as possible to when the behaviour is to occur possible to when the behaviour is to occur

• Use incentives to reward positive

Use incentives to reward positive behaviour, rather than using disincentives behaviour, rather than using disincentives to punish negative behaviour to punish negative behaviour

• Make the incentive as visible as possible

Make the incentive as visible as possible (e.g. VanCity loan program) (e.g. VanCity loan program)

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Incentives Incentives

• Be cautious about removing incentives

Be cautious about removing incentives

• Prepare for people

Prepare for people’ ’s attempts to avoid the s attempts to avoid the incentive (e.g. VanCity loan rebate incentive (e.g. VanCity loan rebate provision) provision)

• Be consistent across your target region

Be consistent across your target region (e.g. watch for socio (e.g. watch for socio-

• economic and

economic and geographic inconsistencies) geographic inconsistencies)

• Make use of non

Make use of non-

• monetary incentives

monetary incentives

• Employ

Employ fear of loss fear of loss as an incentive as an incentive

Shoreline Awards Program Shoreline Awards Program

• Recognize efforts /

Recognize efforts / success in protection success in protection and restoration and restoration

• National scope with

National scope with local, regional, local, regional, provincial levels provincial levels

• Range of awards

Range of awards

• Stickers

Stickers

• Certificates / plaques

Certificates / plaques

• Publicity

Publicity

• Other

Other

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• Baby boomers fuelling

Baby boomers fuelling demand (9.6 million demand (9.6 million Canadians by 2011) Canadians by 2011)

• 50% of cottage owners and

50% of cottage owners and potential purchasers want potential purchasers want “ “peace and tranquility peace and tranquility” ”

• Key feature

Key feature – – a dock a dock

• “

“Urbanization Urbanization” ” of the cottage

• f the cottage

Trends Trends

There are many There are many more people looking more people looking for recreational for recreational property than there property than there is property available is property available (2003 Royal LePage (2003 Royal LePage survey). survey).

Trends Trends

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 31

Consumer Trends Consumer Trends

• Native plants

Native plants increasingly popular increasingly popular

• Xeriscaping with plants

Xeriscaping with plants that tolerate local that tolerate local conditions conditions – – linked to linked to water conservation water conservation programs programs

• Pesticide

Pesticide-

• free programs

free programs

Red Osier Dogwood Red Osier Dogwood

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 32

• Consumer demand for sustainable

Consumer demand for sustainable developments which protect shorelines developments which protect shorelines – – e.g. e.g. Peter Hope Lake Resort (cottage development, Peter Hope Lake Resort (cottage development, Nicola Valley) Nicola Valley)

Consumer Trends Consumer Trends Other Trends Other Trends

• New approaches / regulations

New approaches / regulations – – performance standards / transferring performance standards / transferring responsibility to local level responsibility to local level

• Trend to

Trend to “ “dis dis-

• integration

integration” ” – – e.g. Health e.g. Health (West Nile Virus); Fire (FireSmart) (West Nile Virus); Fire (FireSmart)

• Risk management / litigation driving force

Risk management / litigation driving force

• Emotional attachment to our land

Emotional attachment to our land

• Environmental

Environmental “ “police police” ” – – eyes on the land / eyes on the land / water / shoreline etc. water / shoreline etc.

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 33

Other Trends Other Trends

• Forensic

Forensic fecology fecology – – can trace sources of can trace sources of contaminants in water from septic systems contaminants in water from septic systems using DNA fingerprinting using DNA fingerprinting

• People become more conservative during

People become more conservative during times of war times of war

• Other???

Other???

Environmental Due Diligence Environmental Due Diligence

• A necessary consideration in today

A necessary consideration in today’ ’s s business transactions business transactions

• Complex laws can impose

Complex laws can impose significant significant environmental liabilities environmental liabilities on

• n

purchasers, sellers and lenders purchasers, sellers and lenders – – whether or not they caused the whether or not they caused the problem problem, and , and whether or not they still whether or not they still

• wn the property
• wn the property

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Section 3 Section 3

Understanding Audience Needs Understanding Audience Needs Tools for Understanding your Tools for Understanding your Audience Audience

• Triangulate input research

Triangulate input research

• Background research (secondary sources)

Background research (secondary sources)

• Focus groups

Focus groups

• One on one conversations

One on one conversations

• Structured interviews

Structured interviews

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Understanding your Target Understanding your Target Audience Audience

• Develop profiles of the primary target

Develop profiles of the primary target audience audience

• Demographics (age, sex, other

Demographics (age, sex, other characteristics) characteristics)

• Psychographics (activities, interests, opinions)

Psychographics (activities, interests, opinions)

Know Your Know Your Audience Audience

• Literacy

Literacy

• Perceptions

Perceptions

• Intrigued with

Intrigued with “ “sticks sticks” ” on nose

• n nose
• Tears = eye

Tears = eye infection infection

• Age of those who

Age of those who tended for cows tended for cows

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• Finding common ground

Finding common ground

• Interviews

Interviews

• Focus groups

Focus groups

• Surveys

Surveys

• Developing products

Developing products

• Products (or services) to meet audience needs

Products (or services) to meet audience needs

Matching the product to the Matching the product to the audience needs audience needs Case Example Case Example -

• Texas littering

Texas littering problem problem

• First response: highway signage asking

First response: highway signage asking “ “the public the public” ” not to litter not to litter

• Research to understand who was littering

Research to understand who was littering – – young adult males 16 young adult males 16 – – 25 25

• Focus groups showed this audience was

Focus groups showed this audience was motivated by pride in Texas motivated by pride in Texas

• Led to a very effective campaign which

Led to a very effective campaign which reduced the littering problem substantially reduced the littering problem substantially – – both both incentives incentives and and fear of loss fear of loss

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Products for the Target Market Products for the Target Market

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Shoreline Property Shoreline Property

It It’ ’s s Very Very Different! Different!

Case Example: Meeting Realtors Case Example: Meeting Realtors’ ’ Needs Needs

Tip 1 Tip 1

• Speaker should have credibility with

Speaker should have credibility with audience audience

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Biographical notes Biographical notes -

• Clive Callaway,

Clive Callaway,

M.E.Des M.E.Des. .

• Shoreline resident; former resort operator.

Shoreline resident; former resort operator.

• Former

Former “ “mini mini” ” developer; created and developer; created and marketed waterfront marketed waterfront bareland bareland strata; strata; worked with realtors. worked with realtors.

• Land use planner involved in lakeshore

Land use planner involved in lakeshore development guidelines (for both private development guidelines (for both private sector and municipalities). sector and municipalities).

• Co

Co-

• founder, The Living by Water Project.

founder, The Living by Water Project.

Tip 2. Match the product to the Tip 2. Match the product to the audience audience

Messages Messages

• f resource
• f resource

managers managers Target Target audience ( audience (eg eg realtors) realtors) Common Ground: Common Ground:

• Customer service

Customer service

• Due diligence

Due diligence

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Shoreline Welcome Pack Shoreline Welcome Pack

• “

“On the Living Edge On the Living Edge” ”

• Materials for children (quiz and activity

Materials for children (quiz and activity sheet, color handouts, decals) sheet, color handouts, decals)

• Brochures and flyers

Brochures and flyers

• Community resources

Community resources

• Other ideas

Other ideas… …discount coupon for local discount coupon for local services? services?

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 43

Shoreline Welcome Pack Shoreline Welcome Pack

• Local resources

Local resources

• Contacts for local groups, agencies,

Contacts for local groups, agencies, contractors in area contractors in area

• Handouts with local resources and support

Handouts with local resources and support

• Brochures

Brochures – – e.g. local lake group materials, e.g. local lake group materials, BC Cottage Owners Association brochure BC Cottage Owners Association brochure

• Magazines for shoreline residents

Magazines for shoreline residents

• Real Living Magazine

Real Living Magazine

• Cottage Magazine

Cottage Magazine

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Reducing the Risk of Litigation, Reducing the Risk of Litigation, Criminal Charges and Bylaw Criminal Charges and Bylaw Infractions Infractions

• Jurisdictions

Jurisdictions

• Regulation

Regulation

• Best practices

Best practices

When you advise your When you advise your clients clients… …

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Due Diligence Implications Due Diligence Implications

• Help your clients be

Help your clients be informed about informed about shoreline property shoreline property

• Give them a copy of

Give them a copy of On On the Living Edge the Living Edge – – Your Your Handbook for Waterfront Handbook for Waterfront Living Living (and read the book (and read the book yourself) yourself)

• Hot market advice

Hot market advice

• Get your clients

Get your clients (purchasers) to read the (purchasers) to read the book book

Don Don’ ’t Confuse or Mix Audiences t Confuse or Mix Audiences

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What is wrong What is wrong with this with this cover? cover?

Case Study Case Study

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Mixed messages? Mixed messages?

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Encouraging Sustainable Behaviour Encouraging Sustainable Behaviour

• Take a community

Take a community-

• based social marketing

based social marketing approach approach

• Based on research in social sciences

Based on research in social sciences

• Behaviour change is best achieved

Behaviour change is best achieved through community through community-

• level initiatives

level initiatives

• Focus is on removing barriers and

Focus is on removing barriers and illustrating the benefits of the proposed illustrating the benefits of the proposed behaviour change behaviour change

Behaviour Change Principles Behaviour Change Principles

• Getting involved as the first step; making

Getting involved as the first step; making a commitment makes people more likely a commitment makes people more likely to act to act

• Feedback and follow

Feedback and follow-

• up are important

up are important

• Role models are important

Role models are important

• People will listen first to friends, relatives,

People will listen first to friends, relatives,

• r other who they see as credible (peers)
• r other who they see as credible (peers)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 49

Behaviour Change Principles Behaviour Change Principles

• Incentives may change short

Incentives may change short-

• term, but

term, but not long not long-

• term, behaviour

term, behaviour

• Present information effectively; make it:

Present information effectively; make it:

• Vivid

Vivid – – use graphics, illustrations, diagrams use graphics, illustrations, diagrams

• Personal

Personal – – use anecdotes use anecdotes

• Specific and concrete

Specific and concrete

• Emotional

Emotional

• In terms people relate to

In terms people relate to – – fear of loss motivates fear of loss motivates more than possibility of reward. more than possibility of reward.

One Analyst One Analyst’ ’s s Behaviour Behaviour Change Change “ “Myths Myths” ”1

1

• Crisis leads to change

Crisis leads to change

• Change is motivated by fear

Change is motivated by fear

• People will change if they understand the

People will change if they understand the facts facts

• Radical sweeping changes are harder to

Radical sweeping changes are harder to make than small gradual changes make than small gradual changes

• We can

We can’ ’t change because our brains are t change because our brains are hardwired early in life hardwired early in life

1 1 Alan

Alan Deutschman Deutschman, 2005, cited by Jack Wilbur , 2005, cited by Jack Wilbur

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 50

Creating Positive Relationships Creating Positive Relationships

• Be customer driven

Be customer driven

• Assume the resident

Assume the resident “ “wants to do it right wants to do it right” ”

• Stress benefits to the client

Stress benefits to the client

• Start by suggesting small changes

Start by suggesting small changes

• Practise active listening

Practise active listening

• Building trust

Building trust

• Building credibility

Building credibility

• The

The “ “peer pressure engine peer pressure engine” ”

Some Tips Some Tips

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 51

Case Example Case Example

• Target audience

Target audience – – shoreline residents shoreline residents

• Consider age,

Consider age, income, and who is income, and who is giving message giving message (i.e. another (i.e. another shoreline resident) shoreline resident)

Note use of Note use of metaphor metaphor

Case Example Case Example – – On the Living Edge On the Living Edge

• Anecdotes:

Anecdotes: “ “peer to peer peer to peer” ”

• Tips: applied, practical

Tips: applied, practical information information

• Fear of loss: e.g. loss of

Fear of loss: e.g. loss of land, wealth, health, threat land, wealth, health, threat

• f civil law suit, criminal
• f civil law suit, criminal

charges charges

• Reward / benefit: the carrot

Reward / benefit: the carrot

• Did you know

Did you know’ ’s: information s: information and facts and facts

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 52

Easing Fears Easing Fears

Fears may include: Fears may include:

• Infringement upon property rights

Infringement upon property rights

• “

“Front Front” ” for something else (e.g. for something else (e.g. government; environmentalists) government; environmentalists)

• Fear of change

Fear of change

• Pet control

Pet control

• Decrease in property value

Decrease in property value

Concern with infringement upon Concern with infringement upon property rights property rights

Fear of possible local bylaw Fear of possible local bylaw prompted owner to top trees prompted owner to top trees and shrubs to waist height and shrubs to waist height throughout riparian zone throughout riparian zone

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 53

Easing Fears Easing Fears

Fears may include: Fears may include:

• Loss of views of the water

Loss of views of the water

• Neighbour

Neighbour’ ’s views onto their property s views onto their property ( (“ “What will my neighbours think? What will my neighbours think?” ”) )

• Financial obstacles

Financial obstacles

Implication: go with care when doing Implication: go with care when doing

• utreach
• utreach
• Women tend to be more receptive to:

Women tend to be more receptive to:

• environmental messages

environmental messages

• making changes

making changes

• Outdated notions of gender stereotypes

Outdated notions of gender stereotypes still exist still exist

Gender Issues Gender Issues

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 54

Regulations and Other Influences Regulations and Other Influences

• Fees to restore shorelines

Fees to restore shorelines – – sometimes sometimes considered considered “ “development development” ”

• Changing the

Changing the “ “fashion fashion” ”

• Weed bylaws

Weed bylaws

• Appraisers

Appraisers – – negative attitudes about negative attitudes about “ “weedy weedy shorelines shorelines” ”; gravel roads ; gravel roads

• Municipal parks

Municipal parks

Marketing Concepts Marketing Concepts

• Analyze and beware of competing

Analyze and beware of competing influences that sustain existing behaviour influences that sustain existing behaviour

• Monitor

Monitor “ “marketplace marketplace” ” and be flexible to and be flexible to different strategies different strategies

• Develop strategies to remove barriers to

Develop strategies to remove barriers to behaviour change behaviour change

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 55

Barriers Barriers

May be: May be:

• Internal (e.g. lack of knowledge, non

Internal (e.g. lack of knowledge, non-

• supportive attitudes, motivation)

supportive attitudes, motivation)

• External (e.g. financial, inconvenience)

External (e.g. financial, inconvenience)

• Multiple barriers may exist for any form of

Multiple barriers may exist for any form of sustainable behaviour... sustainable behaviour... ...and multiple benefits may be needed ...and multiple benefits may be needed

Partnerships Partnerships

• Think outside the box

Think outside the box – – be open to be open to unusual partnerships unusual partnerships

• Consider the role of the arts

Consider the role of the arts

• Think of the media as partners

Think of the media as partners

• Consider how you can

Consider how you can help help the media the media

• Mutually beneficial relationships

Mutually beneficial relationships

• Identify barriers to partnerships (e.g. turf

Identify barriers to partnerships (e.g. turf wars) wars)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 56

Partnerships Partnerships

• Share successes and joys, and challenges

Share successes and joys, and challenges

• Always give credit

Always give credit

• Be thorough prior to embarking upon a

Be thorough prior to embarking upon a partnership partnership

• Don

Don’ ’t assume that because you think you t assume that because you think you know them they know them they’ ’ll make a good partner ll make a good partner

Complementary or Competing Complementary or Competing Messages? Messages? – – Monitor Externalities Monitor Externalities

• FireSmart

FireSmart – – slopes and slopes and riparian areas riparian areas

• West Nile Virus

West Nile Virus

• “

“Communities in Communities in Bloom Bloom” ”

Manual does not exempt Manual does not exempt riparian areas riparian areas – – what is the what is the real risk of fire from the water? real risk of fire from the water?

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 57

West Nile Virus Messages West Nile Virus Messages

“ “Clear out dense shrubbery where Clear out dense shrubbery where mosquitoes like to breed and rest mosquitoes like to breed and rest” ”

District of West Vancouver District of West Vancouver

“ “Keep grass cut short Keep grass cut short” ”

Saskatoon Health Region Saskatoon Health Region

“ “Clear out dense vegetation and long Clear out dense vegetation and long grasses grasses…” …”

BC Interior Health Authority BC Interior Health Authority

“ “Clear out dense shrubbery Clear out dense shrubbery…” …”

Ontario Ministry of Health Ontario Ministry of Health Approximately 60 % of BC Approximately 60 % of BC’ ’s terrestrial vertebrates at risk use s terrestrial vertebrates at risk use riparian areas for all or part of their habitat needs. (FRAP) riparian areas for all or part of their habitat needs. (FRAP)

Integration of Conservation Integration of Conservation Messages Messages

• Multitude of outreach programs

Multitude of outreach programs – – E.g. E.g.

• Species

Species-

• at

at-

• risk

risk

• Pesticide free

Pesticide free… …

• Energy conservation

Energy conservation… …

• Land Trusts

Land Trusts… …

• Water conservation

Water conservation… …

• We need an integrated stewardship approach to

We need an integrated stewardship approach to avoid audience fatigue / confusion / overload avoid audience fatigue / confusion / overload

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 58

Communities in Bloom Communities in Bloom

Award Winning Property Award Winning Property

(Communities in Bloom now working with (Communities in Bloom now working with Living by Water) Living by Water) Groin Groin Erosion Erosion potential potential Cleared shoreline, Cleared shoreline, non non-

• native vegetation

native vegetation

Collaborating with the Arts Collaborating with the Arts

Splash and Ripple Splash and Ripple – – Along the Along the Ribbon of Life Ribbon of Life (Play toured over 30 communities) (Play toured over 30 communities)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 59

Collaborating with the Arts Collaborating with the Arts

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 60

Some benefits for ecological Some benefits for ecological educators and artists from educators and artists from collaborating collaborating

• Benefits to the artist

Benefits to the artist

• Increased exposure

Increased exposure

• Exposure to non

Exposure to non-

• traditional audiences

traditional audiences

• Benefits to the ecological educator

Benefits to the ecological educator

• The power of art to move and transform

The power of art to move and transform

• Art can also affect us in subtle ways

Art can also affect us in subtle ways

Batik by Brenda Weaver Batik by Brenda Weaver

Tips for Engaging Artists Tips for Engaging Artists

• Don

Don’ ’t t “ “use use” ” artists artists

• Instead,

Instead, engage engage artists, and artists, and invite their invite their collaboration collaboration

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 61

National Shoreline Poster National Shoreline Poster Competition Competition (Promoted through Owl (Promoted through Owl Magazine and others) Magazine and others)

Some Tips for Using Arts Media Some Tips for Using Arts Media

• Puppets,

Puppets, masks and masks and

• ther dress
• ther dress-
• up

up

• The power of

The power of story story

• The role of

The role of the cartoon the cartoon

Earth Day Festival, St. Louis, Missouri Earth Day Festival, St. Louis, Missouri

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 62

Benefits of using arts media Benefits of using arts media

• Beyond science / scientific text

Beyond science / scientific text

• Convey information in various

Convey information in various alternate ways alternate ways -

• poetry, song

poetry, song

• “

“Three times principle Three times principle” ”

• Integration of science with

Integration of science with human aspects human aspects

• The arts can

The arts can “ “speak truth speak truth” ” in in ways that science may not be ways that science may not be able to able to

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 63

… …The solution to our troubles The solution to our troubles lies in acknowledging what is lies in acknowledging what is culturally unknowable to us ... culturally unknowable to us ... the "legends" of our society... the "legends" of our society... the unexamined stories that the unexamined stories that explain to us how our lives explain to us how our lives work and what our place is work and what our place is thought to be in the web of thought to be in the web of life life… …. . These legends are These legends are capable of changing capable of changing again again… …It It is our legacy is our legacy – – as a species as a species and even as individuals and even as individuals – – to to keep going, even when it keep going, even when it seems that the end has come. seems that the end has come. We may weep at the Dead We may weep at the Dead Sea, but we will also learn to Sea, but we will also learn to dance. dance.

Carissa and Becky, Carissa and Becky, “ “Grebe Dance Grebe Dance” ”, , Salmon Arm Grebe Festival Salmon Arm Grebe Festival Alanna Alanna Mitchell, Mitchell, Dancing at Dancing at the Dead Sea the Dead Sea

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 64

Thinking Thinking

• utside the
• utside the

box box

The use of The use of metaphor metaphor – – rejoining the rejoining the ribbon of life ribbon of life

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 65

Making a wish Making a wish for the web of for the web of life life

See: Shoreline Event See: Shoreline Event and Activity Manual and Activity Manual Download from: Download from: www.livingbywater.ca

DIY: DIY: Clive Callaway Clive Callaway as The Shore as The Shore Doctor at the Doctor at the Toronto Cottage Toronto Cottage Show Show The Art of The Art of Modelling Modelling and Dress and Dress-

• Up

Up

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 66

• Dr. Drip, Capital Regional District
• Dr. Drip, Capital Regional District

Transform yourself! Let Transform yourself! Let’ ’s all do s all do something in 2007! something in 2007!

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 67

Resources Resources

• Doug McKenzie

Doug McKenzie-

• Mohr and William Smith. Fostering Sustainable Behaviour,

Mohr and William Smith. Fostering Sustainable Behaviour, An Introduction to Community An Introduction to Community-

• Based Social Marketing. New Society

Based Social Marketing. New Society Publishers 1999. Publishers 1999. www.cbsm.ca www.cbsm.ca

• Jay Kassirer and Doug McKenzie

Jay Kassirer and Doug McKenzie-

• Mohr. Tools of Change
• Mohr. Tools of Change –

– Proven Methods Proven Methods for Promoting Environmental Citizenship. National Round Table on for Promoting Environmental Citizenship. National Round Table on the the Environment and the Economy. 1998. Environment and the Economy. 1998.

• Susan K. Jacobson. Communication Skills for Conservation Profess

Susan K. Jacobson. Communication Skills for Conservation Professionals. ionals. Island Press. 1999. Island Press. 1999.

• Donna Barker. Getting the Message Out: A Step by Step Communicat

Donna Barker. Getting the Message Out: A Step by Step Communications ions Guide for Environmentalists. Sustainability Network and IMPACS. Guide for Environmentalists. Sustainability Network and IMPACS. 2003. 2003.

• Anne Camozzi and Katharine Rice. Community Environmental Project

Anne Camozzi and Katharine Rice. Community Environmental Projects s – – From Needs Assessment to Evaluation. Environment Canada. 1995. From Needs Assessment to Evaluation. Environment Canada. 1995.

• Brian Auvine et al. A Manual for Group Facilitators. Center for

Brian Auvine et al. A Manual for Group Facilitators. Center for Conflict Conflict

• Resolution. 1978.
• Resolution. 1978.
• Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Soci

Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Social al Marketing Guide for Watershed Programs. Utah Department of Agric Marketing Guide for Watershed Programs. Utah Department of Agriculture ulture and Food. 2006. and Food. 2006.

Clive Callaway and Sarah Clive Callaway and Sarah Weaver Kipp Weaver Kipp www.livingbywater.ca www.livingbywater.ca clivec@jetstream.net clivec@jetstream.net 250 832 7405 250 832 7405

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 1

Section 4 Section 4 Communication Principles Communication Principles Benefit Statement Benefit Statement

• Open with the benefit

Open with the benefit statement statement

• Why is this relevant for the

Why is this relevant for the reader / viewer? How will reader / viewer? How will they gain? How will it meet they gain? How will it meet their needs? their needs?

• Applies to everything from

Applies to everything from grant applications to general grant applications to general correspondence correspondence

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 2

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 3

Communication Communication

• Be customer centred

Be customer centred

• Know your audience

Know your audience

• Use credible sources

Use credible sources

• Attract attention

Attract attention – – use captivating use captivating information (e.g. Let information (e.g. Let’ ’s Talk, Let s Talk, Let’ ’s Enjoy) s Enjoy)

• Frame your message carefully (e.g.

Frame your message carefully (e.g. “ “I I want want” ” theme) theme)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 4

LET LET’ ’S TALK: S TALK:

• Polluted

Polluted r

runoff down driveways and across grass degrades water quality

unoff down driveways and across grass degrades water quality

• Erosion from bare shoreline

Erosion from bare shoreline --

• - no roots to hold soil

no roots to hold soil

• Non

Non-

• native vegetation requires fertilizer, pesticides

native vegetation requires fertilizer, pesticides

• No shoreline buffer to protect water quality

No shoreline buffer to protect water quality

• Careless handling of fuel

Careless handling of fuel – – spills are deadly spills are deadly

• Hardened shoreline changes currents, degrades water, destroys

Hardened shoreline changes currents, degrades water, destroys habitat habitat

Communication Communication

• Present choices and consequences

Present choices and consequences

• Decide on one

Decide on one-

• sided vs two

sided vs two-

• sided

sided messages messages

• Make your message easy to remember

Make your message easy to remember

• Provide challenges

Provide challenges --

• - personal or

personal or community goals community goals

• Provide feedback

Provide feedback

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 5

Communication Communication

• Use a

Use a positive positive approach approach

• Respect knowledge of audience or client

Respect knowledge of audience or client

• Assume client wants to

Assume client wants to “ “do it right do it right” ” (no (no blame); jargon blame); jargon-

• free

free

• Provide specific actions

Provide specific actions

• Use customer benefit approach

Use customer benefit approach

• Use

Use “ “peer to peer peer to peer” ” in stewardship in stewardship contact programs where possible contact programs where possible

Solution Solution-

• oriented
• riented

Be specific, action Be specific, action-

• riented, positive
• riented, positive
• BEFORE

BEFORE: : Power Power-

• boaters often

boaters often unknowingly run unknowingly run down buoyant loon down buoyant loon chicks, panic parents chicks, panic parents and disrupt care and and disrupt care and feeding of young, or feeding of young, or create wakes that create wakes that wash loon eggs out of wash loon eggs out of nests nests.

.

• AFTER:

AFTER: Operate Operate power power-

• boats with care

boats with care near shorelines, near shorelines, watching wake and watching wake and staying well back from staying well back from nests. nests.

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 6

Emphasize Benefits Emphasize Benefits – – “ “What What’ ’s in it for me? s in it for me?” ”

• INSTEAD OF:

INSTEAD OF: protecting protecting shorelines for shorelines for wildlife wildlife habitat value habitat value… …. .

• TALK ABOUT:

TALK ABOUT: protecting protecting shorelines for long term shorelines for long term erosion prevention erosion prevention… …. .

• SPIN

SPIN-

• OFF

OFF: : wildlife habitat wildlife habitat

Effects of Water Quality on Effects of Water Quality on Property Value Property Value

• Minnesota (USA, 2002)

Minnesota (USA, 2002)

• A study of 37 lakes showed that property

A study of 37 lakes showed that property values would fall if lake water lost clarity. values would fall if lake water lost clarity.

• The price per foot of lakeshore property is

The price per foot of lakeshore property is “ “very significantly very significantly” ” related to water related to water clarity clarity. .

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 7

Functions of a Natural Shoreline Functions of a Natural Shoreline

• A healthy, natural

A healthy, natural shoreline: shoreline:

• Purifies water

Purifies water

• Traps pollutants

Traps pollutants

• Limits erosion

Limits erosion

• Filters out excess

Filters out excess nutrients nutrients

• Provides wildlife

Provides wildlife habitat habitat

• Protects fish stocks

Protects fish stocks Corridors of Corridors of green green and and blue blue with the value of with the value of gold. gold.

Communication Communication

• Use sponsored PSA

Use sponsored PSA’ ’s s

• Remember the incremental rule

Remember the incremental rule

• Watch, watch, watch reinventing the wheel

Watch, watch, watch reinventing the wheel

• Integrate art / science / stewardship

Integrate art / science / stewardship

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 8

Communication Communication

• Avoid use of negatives

Avoid use of negatives

• Avoid showing off what you know

Avoid showing off what you know

• Watch designing by committee

Watch designing by committee

• Watch mixing target audiences

Watch mixing target audiences

Communication Communication

• A good graphic is

A good graphic is now worth 10,000 now worth 10,000 words words

• Transform the

Transform the problem problem – – go for the go for the pocketbook pocketbook

• A good testimonial is

A good testimonial is worth 1,000 to worth 1,000 to 1,000,000 words 1,000,000 words

• Emphasize benefits

Emphasize benefits

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 9

Use of Graphics Use of Graphics

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 10

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 11

Source: Stewart Cohen, UBC / Environment Canada Source: Stewart Cohen, UBC / Environment Canada Context: Impacts of Climate Change Context: Impacts of Climate Change

The Unusual or the Emotions The Unusual or the Emotions

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 12

What What’ ’s Wrong with these Brochures? s Wrong with these Brochures?

Put people in the Put people in the picture! picture!

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 13

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 14

The The “ “Grabber Grabber” ”

Well Well Septic tank Septic tank

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 15

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 16

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 17

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 18

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 19

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 20

The Power of Story The Power of Story

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 21

The Power of the Dramatic The Power of the Dramatic

• Use of real examples showing

Use of real examples showing “ “success success” ” stories stories

• Case study: restoring an eroding

Case study: restoring an eroding

• ceanside
• ceanside cliff, University of British

cliff, University of British Columbia, Vancouver using soil Columbia, Vancouver using soil bioengineering bioengineering

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 22

Soil Bioengineering is the use of living plant materials to perform an engineering function.

Source: Dave Polster 70 degree slope

Does not change slope Does not change slope Changes conditions for vegetation growth Changes conditions for vegetation growth 1989

Source: Dave Polster

Wattle fence Wattle fence

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 23

The supporting The supporting structures grow structures grow 1990 1990

Source: Dave Polster

1996

Source: Dave Polster

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 24

1999

Source: Dave Polster alder conifers

The Power of the Testimonial The Power of the Testimonial

“ “This book is the first

This book is the first contemporary, comprehensive, contemporary, comprehensive, common sense guide to lake and common sense guide to lake and shoreline living. If it doesn shoreline living. If it doesn’ ’t have t have the answer it tells you where to get the answer it tells you where to get it it… ….I recommend this 10 out of 10 .I recommend this 10 out of 10 five star book. You will really five star book. You will really appreciate it! appreciate it!” ”

Source: Area News, Lake of the Woods District Area Source: Area News, Lake of the Woods District Area Property Owners Association Property Owners Association

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 25

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 26

Shoreline restoration project, Williams Shoreline restoration project, Williams Lake Lake – – “ “Living by Water in the San Jose Living by Water in the San Jose Watershed Watershed” ”, Ducks Unlimited , Ducks Unlimited

BEFORE BEFORE AFTER AFTER

Scouring, erosion, habitat loss Scouring, erosion, habitat loss Considered an Considered an “ “improvement improvement” ” in real estate terms in real estate terms

Living beside Running Water Living beside Running Water

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 27

Section 5 Section 5 – – Communication Tips Communication Tips

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 28

Writing Tips Writing Tips

• Good

Good effective effective writing is hard work! writing is hard work!

• Prune wordy expressions

Prune wordy expressions

• Strengthen verbs

Strengthen verbs

• Write

Write reader reader-

• centred

centred copy copy

• Use simpler, instead of more complicated,

Use simpler, instead of more complicated, words words

• Keep sentences short

Keep sentences short

• Organize your writing

Organize your writing

Writing Tips Writing Tips

• Focus on your

Focus on your reader reader’ ’s s needs. Ask

• needs. Ask

yourself: yourself:

• What is my purpose?

What is my purpose?

• Who are my readers?

Who are my readers?

• What are their interests?

What are their interests?

• How much do they know already?

How much do they know already?

• What will make it easy for them to

What will make it easy for them to understand or act? understand or act?

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 29

Prune Wordy Expressions Prune Wordy Expressions

INSTEAD OF INSTEAD OF

• A number of

A number of

• At the present time

At the present time

• Due to the fact that

Due to the fact that

• In an effort to

In an effort to

• For the purpose of

For the purpose of

• In the near future

In the near future USE THESE PHRASES USE THESE PHRASES

• Some

Some

• Now

Now

• Because

Because

• To

To

• For

For

• Soon

Soon

Strengthen Diluted Verbs Strengthen Diluted Verbs

DILUTED DILUTED

• Give consideration to

Give consideration to

• Make preparations for

Make preparations for

• Make use of

Make use of

• Is applicable to

Is applicable to

• Is indicative of

Is indicative of

• Undertake an analysis

Undertake an analysis STRONGER STRONGER

• Consider

Consider

• Prepare for

Prepare for

• Use

Use

• Applies to

Applies to

• Shows

Shows

• Analyze

Analyze

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 30

Beware of Beware of “ “ly ly” ” Words Words

WEAK WEAK

• I absolutely believe

I absolutely believe

• We certainly agree

We certainly agree

• Successfully complete

Successfully complete

• When totally free

When totally free STRONG STRONG

• I believe

I believe

• We agree

We agree

• Complete

Complete

• When free

When free

Use Personal Pronouns Use Personal Pronouns

• When speaking for your agency or group,

When speaking for your agency or group, use use we, us, our we, us, our

• When speaking for yourself, use

When speaking for yourself, use I, me, my I, me, my

• AND

AND… …balance these pronouns with even balance these pronouns with even MORE of MORE of you you and and your your to draw in the to draw in the reader reader

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 31

Be Reader Be Reader-

• Centred

Centred

WRITER WRITER-

• CENTRED

CENTRED

• The service

The service we we provide provide has to be good. has to be good.

• We

We are closed every are closed every evening except evening except Thursday. Thursday.

• I

I would like to express would like to express my my appreciation for appreciation for your first rate report. your first rate report. READER READER-

• CENTRED

CENTRED

• The service

The service you you receive has to be receive has to be good. good.

• For

For your your convenience convenience we are open Thursday we are open Thursday evening. evening.

• Thank

Thank you you for a first for a first rate report. rate report.

Try Some Contractions Try Some Contractions

INSTEAD OF: INSTEAD OF:

• It is the responsibility

It is the responsibility

• f each individual to
• f each individual to

save energy. save energy. TRY: TRY:

• It

It’ ’s each of our job to s each of our job to save energy. save energy.

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 32

Use Everyday Words Use Everyday Words

INSTEAD OF: INSTEAD OF:

• Assistance

Assistance

• Capable of

Capable of

• Consequently

Consequently

• Demonstrate

Demonstrate

• Expedite

Expedite

• Forward

Forward

• Magnitude

Magnitude TRY: TRY:

• Help

Help

• Can

Can

• So

So

• Show

Show

• Speed up

Speed up

• Send

Send

• Size

Size

Prefer Short Transitions Prefer Short Transitions

LONG AND BOOKISH LONG AND BOOKISH

• Consequently

Consequently

• However

However

• Nevertheless

Nevertheless

• Therefore

Therefore SHORT AND SNAPPY SHORT AND SNAPPY

• So

So

• But

But

• Still

Still

• So

So

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 33

Avoid Legalistic Lingo Avoid Legalistic Lingo

INSTEAD OF: INSTEAD OF:

• Aforementioned

Aforementioned

• Heretofore

Heretofore

• Herewith is

Herewith is

• Notwithstanding

Notwithstanding TRY: TRY:

• The, that, those

The, that, those

• Until now

Until now

• Here

Here’ ’s s

• In spite of

In spite of

Use Positive Words Use Positive Words

INSTEAD OF INSTEAD OF

• It won

It won’ ’t be ready till t be ready till Monday Monday… …

• Don

Don’ ’t take a break t take a break before 9:00 a.m. before 9:00 a.m.

• You failed to sign the

You failed to sign the

• ther copy
• ther copy
• Opportunity is limited

Opportunity is limited

• The cup is half empty

The cup is half empty USE THESE PHRASES USE THESE PHRASES

• It will be ready on

It will be ready on Monday Monday… …

• Take a break after

Take a break after 9:00 a.m. 9:00 a.m.

• You need to sign the

You need to sign the

• ther copy
• ther copy
• Competition is keen

Competition is keen

• The cup is half full

The cup is half full

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 34

Use Positive Words Use Positive Words

INSTEAD OF INSTEAD OF

• Don

Don’ ’t forget to t forget to celebrate celebrate… …

• Being the last chance

Being the last chance

• f keeping a green
• f keeping a green

corridor corridor… …

• The program not

The program not

• nly
• nly…

…but also but also… … USE THESE PHRASES USE THESE PHRASES

• Remember to

Remember to celebrate celebrate… …

• …

…Being an Being an

• pportunity for a
• pportunity for a

green corridor green corridor

• The program

The program will will… …and will and will… …

Words to Avoid Words to Avoid

• Avoid terms like:

Avoid terms like:

• “

“Stewardship Stewardship” ” or

• r “

“good steward good steward” ”

• Aquatic ecosystem health

Aquatic ecosystem health” ”

• “

“The public The public” ” or

• r “

“people people” ”

• Stakeholder

Stakeholder

• Preservation

Preservation

• “

“Should Should” ”

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 35

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 36

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 37

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 38

What What’ ’s in a s in a name name… …. .

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 39

“ “Owning waterfront Owning waterfront property is a property is a privilege privilege, but it also , but it also carries with it a carries with it a great great responsibility responsibility. .” ” “ “Those of us who are Those of us who are fortunate fortunate to be to be shoreline property owners can easily shoreline property owners can easily destroy what we destroy what we enjoy enjoy… ….We can help .We can help keep our water keep our water clean clean for swimming and for swimming and drinking by drinking by protecting protecting our shorelines.

• ur shorelines.”

” OR OR

The Riot Act The Riot Act

“ “Many people Many people don don’ ’t t realize that there are realize that there are laws to protect fish habitat. The Federal laws to protect fish habitat. The Federal Fisheries Act states that the harmful Fisheries Act states that the harmful alternation, disruption or destruction of alternation, disruption or destruction of fish habitat is fish habitat is prohibited prohibited. .” ”

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 40

Carrots and Sticks Carrots and Sticks

To protect fish stocks for us to To protect fish stocks for us to enjoy enjoy, , we need to protect both the land we need to protect both the land above and below the high water above and below the high water

• mark. Damaging fish habitat can
• mark. Damaging fish habitat can

result in result in costly fines costly fines or

• r even a trip to

even a trip to jail jail! !

Fear of Loss Fear of Loss… ….? .?

Source: C-CIARN

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 41

Communication Communication

• Establish guiding principles

Establish guiding principles

• Establish editorial and design guidelines

Establish editorial and design guidelines

• Assume ignorance

Assume ignorance – – not vandalism or not vandalism or vindictiveness vindictiveness

• Be positive and impartial, rather than

Be positive and impartial, rather than partisan or judgmental partisan or judgmental

Our Guiding Principles Our Guiding Principles

• Listen to waterfront residents

Listen to waterfront residents’ ’ stories and stories and work to obtain and integrate their input work to obtain and integrate their input

• Involve a broad spectrum of partners in

Involve a broad spectrum of partners in

• rder to be cost effective and efficient
• rder to be cost effective and efficient
• Be in service to groups in the spirit of

Be in service to groups in the spirit of cooperation cooperation

• Avoid reinventing the wheel

Avoid reinventing the wheel

• Remain on the leading edge of shoreline

Remain on the leading edge of shoreline stewardship practices stewardship practices

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 42

Our Guiding Principles Our Guiding Principles (cont

(cont’ ’d) d)

• Understand our audience and service their

Understand our audience and service their needs needs

• Present choices, avoid preaching

Present choices, avoid preaching

• Be customer

Be customer-

• driven rather than project or

driven rather than project or product product-

• driven

driven

• Respond to customers

Respond to customers’ ’ needs; assume needs; assume they want to they want to “ “do it right do it right” ”

Strategic Use of Strategic Use of “ “Did You Know Did You Know’ ’s s” ”

Did you know Did you know… ….? .?

• Average sea levels rose

Average sea levels rose between 4 and 12 cm (2 to 5 between 4 and 12 cm (2 to 5 in) along the BC coast during in) along the BC coast during the last century. (BC the last century. (BC Government study) Government study)

• Over 90,000 coastal

Over 90,000 coastal homeowners in the US are homeowners in the US are forecast to lose their homes as forecast to lose their homes as a result of rising sea levels a result of rising sea levels

• ver the next 60 years.
• ver the next 60 years.

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 43

Try some Try some humour humour… …! !

• Mr.
• Mr. Floatie

Floatie has made has made hundreds of hundreds of appearances appearances throughout Victoria throughout Victoria and is credited with and is credited with helping influence helping influence public opinion about public opinion about Victoria Victoria’ ’s sewage s sewage

• utfall (directly into
• utfall (directly into

the Pacific Ocean) the Pacific Ocean)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 44

Some Tips Some Tips

• Use AIDA

Use AIDA

• Use

Use “ “fear of loss fear of loss” ” and and “ “carrots carrots” ”

• Ensure materials meet the needs of target

Ensure materials meet the needs of target audience: audience:

• White space

White space

• Type size

Type size

• Jargon

Jargon-

• free

free

• Simple to read

Simple to read

Some Tips Some Tips

• Watch subliminal messages e.g.

Watch subliminal messages e.g. “ “landowner landowner” ”

• Keep it simple!

Keep it simple!

• Use anecdotes

Use anecdotes – – written, verbal written, verbal

• Use personal disclosure

Use personal disclosure

• Express your passion! (

Express your passion! (… …but be client but be client-

• centred)

centred)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 45

Letters of Support Letters of Support

• Interest

Interest

• Involvement

Involvement

• In

In-

• kind

kind

Dealing with Challenging Clients Dealing with Challenging Clients

• Avoid defending or retaliating

Avoid defending or retaliating

• Acknowledge complaints/comments

Acknowledge complaints/comments

• Suggest incremental changes

Suggest incremental changes

• Point out benefits

Point out benefits

• Offer supplementary resources

Offer supplementary resources

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 46

Dealing with Challenging Clients Dealing with Challenging Clients

• Practise effective communication;

Practise effective communication; communication barriers include: communication barriers include:

• Prejudice

Prejudice

• Values

Values

• Emotions

Emotions

• Acknowledge conflict

Acknowledge conflict

• Clear the air

Clear the air -

• ask client to voice concerns

ask client to voice concerns / issues / issues

• Practise good listening!

Practise good listening!

Dealing with Challenging Clients Dealing with Challenging Clients

Helpful beliefs for dealing with Helpful beliefs for dealing with “ “conflict conflict” ”: :

• Conflict is neither good nor bad

Conflict is neither good nor bad

• Conflict is part of human nature

Conflict is part of human nature

• Conflict is about differences (not a case of right

Conflict is about differences (not a case of right

• r wrong)
• r wrong)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 47

Section 6 Section 6 – – Working Working with the Media with the Media Know the Media Know the Media

• Radio

Radio

• Film / video / DVD / audio tape

Film / video / DVD / audio tape

• Television

Television

• Newspapers

Newspapers

• Magazines

Magazines

• Newsletters (businesses and NGOs)

Newsletters (businesses and NGOs)

• Packaging

Packaging

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 48

Know the Media Know the Media (cont

(cont’ ’d) d)

• Direct mail / delivery

Direct mail / delivery

• Internet (chatrooms, email distribution,

Internet (chatrooms, email distribution, newsgroups, websites) newsgroups, websites)

• Journals / annual reports / specialty

Journals / annual reports / specialty tabloids tabloids

• Signs (bill boards, buses, stores

Signs (bill boards, buses, stores… ….) .)

• Community notice boards / posters

Community notice boards / posters

• Stamps

Stamps

Know the Media Know the Media (cont

(cont’ ’d) d)

• Novelties (magnets, bookmarks, bumper

Novelties (magnets, bookmarks, bumper stickers stickers… …) )

• Other events (trade shows, fairs, expos

Other events (trade shows, fairs, expos… …) )

• Public presentations (banquet, forum

Public presentations (banquet, forum speaker) speaker)

• Models, displays, exhibits

Models, displays, exhibits

• Arts (visual and performance)

Arts (visual and performance)

• Word of mouth

Word of mouth

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 49

Termination of Finn Donnelly Termination of Finn Donnelly’ ’s epic s epic swim down B.C. swim down B.C.’ ’s Fraser River, s Fraser River, Granville Island, Vancouver Granville Island, Vancouver

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 50

Creating Successful Creating Successful Media Relationships Media Relationships

• “

“Know your audience Know your audience” ”

• The reporter / newsroom

The reporter / newsroom

• The marketing manager

The marketing manager

• The editor / producer /

The editor / producer / station manager station manager

• The publisher / owner

The publisher / owner

Know the Reporter Know the Reporter

• Both sides of the story

Both sides of the story

• Popular issue or fad

Popular issue or fad – – public interest public interest

• Working on a deadline

Working on a deadline

• May lack knowledge

May lack knowledge

• Looking for the

Looking for the “ “angle angle” ”

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 51

Approaching the Reporter Approaching the Reporter

• Pitch your story according to current

Pitch your story according to current popular interest popular interest

• Organize the key points that you want to

Organize the key points that you want to make make – – use the use the “ “pyramid pyramid” ” style style

• Be brief, clear, and concise when

Be brief, clear, and concise when discussing your issue or story discussing your issue or story

• Present how you can help the reporter

Present how you can help the reporter – – not what you want from them not what you want from them

Know the Marketing Manager Know the Marketing Manager

• Looking for charity support (e.g. social

Looking for charity support (e.g. social justice, environment, etc.) justice, environment, etc.)

• Partner interest

Partner interest

• Increasing distribution and broadening

Increasing distribution and broadening market market

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 52

Approaching the Marketing Approaching the Marketing Manager Manager

• Know how to present self and story

Know how to present self and story

• Explain benefits to them and you

Explain benefits to them and you

• Link with relationship to reporter / editor /

Link with relationship to reporter / editor / publisher (credibility factor) publisher (credibility factor)

Know the Editor (Producer, Station Know the Editor (Producer, Station Manager) Manager)

• Relate to a

Relate to a “ “big picture big picture” ”

• Use a compelling angle for an editorial

Use a compelling angle for an editorial

• Address public interests

Address public interests

• The editor is busy, has limited time

The editor is busy, has limited time

• Find common thread (e.g. waterfront

Find common thread (e.g. waterfront resident) resident)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 53

Approaching the Editor Approaching the Editor

• Demonstrate the need for public to learn

Demonstrate the need for public to learn more about your issue more about your issue

• Illustrate how you benefit them

Illustrate how you benefit them

• Create a relationship and then ask for

Create a relationship and then ask for special coverage (e.g. Cottage Magazine) special coverage (e.g. Cottage Magazine)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 54

Know the Publisher / Owner Know the Publisher / Owner

• Respond to public demands

Respond to public demands

• Need to see benefits

Need to see benefits

• Need to see profits

Need to see profits

• Need to see increase in distribution

Need to see increase in distribution

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 55

Approaching the Publisher / Owner Approaching the Publisher / Owner

• Show evidence of public interest

Show evidence of public interest

• Demonstrate your new angle that excites

Demonstrate your new angle that excites and interests more people and interests more people

• Start with the

Start with the “ “big picture big picture” ”

Seizing the Opportunity Seizing the Opportunity

• Current fads

Current fads – – example: example:

• The fad: native plants

The fad: native plants

• The story: distributors are out of stock

The story: distributors are out of stock

• The controversy:

The controversy: “ “wild plants are taking over wild plants are taking over” ”

• Current issues

Current issues – – example example

• The issue: clean water

The issue: clean water

• The story: new techniques

The story: new techniques

• The controversy: is there a crisis?

The controversy: is there a crisis?

• An offer. Example

An offer. Example – – The Vancouver Sun The Vancouver Sun

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 56

Ways of Promotion Ways of Promotion

• Publicity (free)

Publicity (free)

• Sponsored PSAs (pay none or part)

Sponsored PSAs (pay none or part)

• Sponsored advertising (pay none or part)

Sponsored advertising (pay none or part)

• Advertising (you pay all)

Advertising (you pay all)

• “

“Attention getting Attention getting” ”

Promotion Promotion

• The

The three times three times principle (three principle (three mainstream media) mainstream media)

• Now the

Now the seven times seven times principle? principle? (repetition of ads) (repetition of ads)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 57

“ “Attention Getting Attention Getting” ”

• Interest article (unique, controversial,

Interest article (unique, controversial, topical topical… …) )

• Publicity stunt (public challenges,

Publicity stunt (public challenges, pledges pledges… …) )

• Events (the Great Secchi Dip

Events (the Great Secchi Dip-

• in, Rivers

in, Rivers Day, Great Canadian Shoreline Clean Day, Great Canadian Shoreline Clean-

• up)

up)

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 58

The Process The Process

• The connections (reporter

The connections (reporter – – editor) editor)

• Media advisory

Media advisory

• Press release

Press release

• Phone call

Phone call

• Media kit

Media kit

• Press conference

Press conference

• Follow up (thanks)

Follow up (thanks)

The Message The Message

• Brief

Brief

• Clear

Clear

• Compelling

Compelling

• Examples

Examples

• K.I.S.

K.I.S.

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 59

Concluding Tips Concluding Tips

• Personal relationships, persistence,

Personal relationships, persistence, patience patience

• Spin your story to relate to a fad / interest

Spin your story to relate to a fad / interest / issue / issue

• Use a positive perspective for your story

Use a positive perspective for your story (don (don’ ’t use t use “ “isn isn’ ’t it awful t it awful” ” or other dire

• r other dire

predictions) predictions)

• Consider celebrity endorsement

Consider celebrity endorsement

Tips Tips (cont

(cont’ ’d) d)

• Know the content of the medium / show

Know the content of the medium / show

• Propose interesting

Propose interesting “ “grabbers grabbers” ” (e.g. (e.g. “ “Living by Water makes a splash and Living by Water makes a splash and creates a ripple of change. creates a ripple of change.” ” ) )

• Know your facts

Know your facts – – both sides of the story both sides of the story

• Use statistics carefully

Use statistics carefully

Conservation Action Marketing Clinic Banff, Alberta April 2005 Clive Callaway The Living by Water Project 60

Resources Resources

• Doug McKenzie

Doug McKenzie-

• Mohr and William Smith. Fostering Sustainable Behaviour,

Mohr and William Smith. Fostering Sustainable Behaviour, An Introduction to Community An Introduction to Community-

• Based Social Marketing. New Society

Based Social Marketing. New Society Publishers 1999. Publishers 1999. www.cbsm.ca www.cbsm.ca

• Jay Kassirer and Doug McKenzie

Jay Kassirer and Doug McKenzie-

• Mohr. Tools of Change
• Mohr. Tools of Change –

– Proven Methods Proven Methods for Promoting Environmental Citizenship. National Round Table on for Promoting Environmental Citizenship. National Round Table on the the Environment and the Economy. 1998. Environment and the Economy. 1998.

• Susan K. Jacobson. Communication Skills for Conservation Profess

Susan K. Jacobson. Communication Skills for Conservation Professionals. ionals. Island Press. 1999. Island Press. 1999.

• Donna Barker. Getting the Message Out: A Step by Step Communicat

Donna Barker. Getting the Message Out: A Step by Step Communications ions Guide for Environmentalists. Sustainability Network and IMPACS. Guide for Environmentalists. Sustainability Network and IMPACS. 2003. 2003.

• Anne Camozzi and Katharine Rice. Community Environmental Project

Anne Camozzi and Katharine Rice. Community Environmental Projects s – – From Needs Assessment to Evaluation. Environment Canada. 1995. From Needs Assessment to Evaluation. Environment Canada. 1995.

• Brian Auvine et al. A Manual for Group Facilitators. Center for

Brian Auvine et al. A Manual for Group Facilitators. Center for Conflict Conflict

• Resolution. 1978.
• Resolution. 1978.
• Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Soci

Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Social al Marketing Guide for Watershed Programs. Utah Department of Agric Marketing Guide for Watershed Programs. Utah Department of Agriculture ulture and Food. 2006. and Food. 2006.

Clive Callaway and Sarah Clive Callaway and Sarah Weaver Kipp Weaver Kipp www.livingbywater.ca www.livingbywater.ca clivec@jetstream.net clivec@jetstream.net 250 832 7405 250 832 7405