New Hampshire; Rain Gardens: Social Marketing for Water Outreach - Plymouth State University

8/3/2019 New Hampshire; Rain Gardens: Social Marketing for Water Outreach - Plymouth State University

1/45

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]


2/45

ObjectivesforTodaysIntroduction

Beable

to

describe

social

marketing

and

how

itdiffersfrominformationalcampaigns

Recognizesteps

in

carrying

out

social

marketingcampaigns

Learnaboutexamplesofwaterrelatedsocial

marketingcampaigns


3/45

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


4/45

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.


5/45

WhereDoesBehaviorComeFrom?

Information Behavior

Information

Information

?


6/45

NeedMoreInformation?


7/45

OneTheoryofBehavior

Values

Information

Past

Action

Attitudes

Norms

Behavioral

Intention

Behavior

Perceived

Behavioral

Control

AdaptedfromTheoryofPlannedBehavior(Azjen &Fishbein 1975)


8/45

BehaviorIsComplex

ChangingBehavior

is

Very

Challenging


9/45

ExamplesofUsesofSocialMarketingunitedinspectionstexas.com

eHowwestcan.wordpress.com

healthiswealth.org


10/45

InOtherWords

Beuncomfortable

Hearbad

news

Beinconvenienced

Changeyour

habits

Riskrelationships

Resistpeer

pressure

Spendmoney


11/45

KeystoSocialMarketing

FocusontheAudience

Targetand

segment

audience

Studybarriersandbenefitstodesired

behaviorPinpointbehavior

Makesurebenefitsoutweighbarrierstoaction

Testcampaignandmeasureresults

Planandpreparetoevaluate


12/45

Definetheproblem(behavior) Identifypossiblesolutions

Identifyand

segment

your

audience

Conductananalysisofyourabilitytomakeadifference Understandyouraudience

IDbarriers

IDwaystoreducebarriers Refineselectionofaction/behaviortopromote

Selectmediumandmessages

Pretestcampaign

ideas

and

messages

Implement Evaluate

MakeAdjustments

SocialMarketingProcess

FromGettingYourFeetWetwithSocialMarketingbyJackWilbur,UtahDeptofAgricultureandFood


13/45

CommunityBasedSocialMarketing

1. Identifybarriersandbenefitstoasustainable

behavior2. Designastrategythatutilizesbehavior

change

tools3. Pilotthestrategywithasmallsegmentof

community

4. Evaluatetheimpactoftheprogramonceit

hasbeenimplemented

McKenzieMohr,Doug.FosteringSustainableBehavior.1999.


14/45

ConnecttheEnvironmental/Social

Situationwith

aBehavior

Conductarootcause

analysis Ask

Why?


15/45

ConsiderPossibleSolutionsandAssess

Restrict dogsfromthearea.

Hiresomeone

to

clean

up

after

dogs.

Requirepottytrainingfordogs.

Havedog

walkers

pick

up

pet

waste

and

properlydisposeofit.


16/45

WhoisyourtargetAUDIENCEsegment?


17/45

IdentifyyourTargetAudience

Whodoyouneedtoreach?

Whohas

the

most

influence

over

the

outcome?

Residents? Tourists?

Voters?

Townboards

or

legislators?

Businesses?

Teachers?

Youth?


18/45

Narrowdownby.

Geographiclocation

Interest Occupation

Age

Gender

BehaviorPatterns

etc.

tofityouroutcomes.

Examples:

Shorelandpropertyowners

Snowmobilers

Automotiveshopowners

Retiredpeople

Women

Overwaterers

SegmentYourAudience


19/45

GettoKnowYourTargetAudience

Condition

or

Motivation

Knowledgelevel

Existingskill

Existingawareness

Existingbehavior

Existingattitudes

StudytheBarriersandBenefitstoDesiredBehavior!!!


20/45

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


21/45

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/


22/45

ChooseaMethod

toGet

Your

Message

Across

Print

Promotionalgiveaways

Media

Website/CDs/listserves/

emails

Events

Activities,Formats,orProducts&Distribution


23/45

Next

Pretestmessageandmethod

Implement Evaluate

Adjust


24/45

ExamplesofWaterRelatedSocial

MarketingResearch

and/or

Campaigns

RainGardenOpinionStudy Universityof

Wisconsinand

Lake

Ripley

Management

Unit

ChangingDo

it

Yourselfers

Lawn

Care

Practices:BangorProject PlymouthState,

UMaine CooperativeExtensionandBangor

AreaStormwater Group


25/45

WhoWantsaRainGarden?

Areview

of

findings

from

astudy

by

UniversityofWisconsinofpropertyownersaroundLakeRipleyin2007


26/45

FocusofQuestionnaireDesign Whatdopeoplebelievewouldthe

consequencestothempersonallyof

buildingarain

garden?

How

do

they

evaluatethoseconsequences?

Whatdo

they

believe

significant

others

thinktheyshoulddo?

Towhatextentdotheybelievetheyhavethenecessaryresourcestobe

ableto

build?


27/45

Results BasicConcepts

Mostrespondentsfelttheyhadanunderstandingofrain

gardensOR

that

they

could

easilyacquiretheinformation.

LackofknowledgeisNOTa

majorbarrier

and

additional

informationisnotrequired.

Understandlinkbetween

raingardens

and

water

quality.


28/45

Results Barriers

Preferencefor

yard

thatismostlylawn.

Aesthetics?Culturalnorm?


29/45

Results Obstacles

6total

rated

4

real

Costandexpense

Insufficienttime

Beliefthatitwouldbetoomuchwork

Not

having

requisite

knowledge Nonescoredveryhigh

WelldesignedCBSMmightovercomeobstacles


30/45

Results StrongPredictorofIntent

Availabilityof

cost

sharing

i.e.discounts

from

nurserieswith

nativeplants


31/45

Results StrongPredictorsofIntent

BeliefsaboutoutcomesImprovewaterquality

Enhancewildlife

habitat

Increasepropertyvalue

TheirvaluesWaterquality

Wildlifehabitat

Propertyvalue

Respondents with the highestintent to install a rain garden

within the next 2 years.


32/45

Results SignificantPredictor

Degreetowhichrespondents

believed

significantothers would

lookfavorablytoward

theminstallingarain

garden.

Mostcared

what

others

thought.


33/45

TakeHomeonMarketingResidential

RainGardens

Helpaudiencevisualizegardens

Helpaudience

feel

they

fit

in

Offercostsharingincentives discountnativeplants,use

grants,partner

Emphasizeoutcomes healthywaterquality,

habitat,

property

value Engagefriends,neighbors,family communitydays,

neighborhoodpromotions


34/45

ChangingHomeowners

Lawn

Care

BehaviortoReduceNutrientLossesUSDA/NIFA20065113003656


35/45

35

BangorMEStormwater Education

Developcampaignwithpartners.

Conductcampaign

in

MS4

communities.

Evaluate.

Bangor Area Storm Water Group

Reduce your Use of Lawn Chemicals!
http://www.maine.gov/dep/index.shtml


36/45

2010LandGrantandSeaGrantNational

WaterConference36

Kidsand

Pets

message

Boyabout

to

eatlawn

Logoand

tag

line

Business

partners

Local

partners

and

affiliations

Thestencil

andduck


37/45

February22,20102010LandGrantandSeaGrantNational

WaterConference37

Business

partners

Local

partners

and

affiliations

Upscale

homewith

lushlawn

Childanddog

onsafe

lawn

Normative

basedmessage

Logo/tagline


38/45


WaterConference38

EvaluatingtheBASWGCampaign

6Neighborhoodsreceivedoneofthreetreatments:standardmessaging,normativemessaging,and

control(experimental

design).

Questionnairesweredelivereddoortodoorusingthedrop

off/pickup

method

during

asnow

storm

(n=230).


39/45


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.


40/45


WaterConference40

NotableResults

Normativemessages(Neighbors)worked.

Standardmessaging(KidsandPets)alsoworked.

Attitudesdid

not

vary

(significantly)

across

groups.

Thestencilsandthedoorhanger werevisibleandeffective.

Websiteandsocialnetworkswerenotcommonlyused.


41/45

2010LandGrantandSeaGrantNational

WaterConference41


42/45

February22,2010 42


43/45

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/


44/45

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/


45/45

ThankYou!

Documents

New Hampshire; Rain Gardens: Social Marketing for Water Outreach - Plymouth State University