China Wetlands Cohort - RarePlanet

China Wetlands Cohort
First University Phase: Week 8 (12/20/10 – 12/24/10)

Training objectives
Goals of the 1 st university phase
Instill in Campaign Managers…
o A strong understanding of the Pride methodology
o Knowledge of the foundations of social marketing
o Understanding of community co-management principles
o The ability and confidence to coordinate a complex project
Goals of the week
o LAP workshop
Provide Campaign Managers with…
o Apply audience data into sound strategies for changing behaviors.

Progress in the Pride model
Orientation Planning Implementation Analysis
Literature
review & Site
assessment
Identify
barriers to
threat
mitigation
Preliminary
target
audience
identification
Identify
sources and
key
influencers
Align barrier
removal &
outreach
strategies
Work plan
Materials
design
Material
distribution &
activity
strategy
Post-campaign
survey & data
analysis
Stakeholder
identification
Identify
barrier
removal
strategies
Draft results
chain
BROP (refine
barrier
removal
strategy)
Creative brief
development
Message and
materials
pre-testing
Coordinated
campaign
rollout
Write &
distribute final
report
Threat
identification
& concept
modeling
BRAVO (verify
strategy
assumptions
& options )
Preliminary
objectives
SMART
objectives &
indicators
Creative
concept
development
Message and
materials
refinement
Monitor
campaign
rollout on
RarePlanet
Refine strategy
using lessons
learned
Threat
ranking &
prioritization
Identify
barrier
removal
partners
Target
audience
research
(surveys)
Monitoring
plan
Message
development
Identify &
engage
production
vendors
Develop plan
for sustained
impact &
funding
Sources of
stress
Audience
segmentation
Finalized
theory of
change
Determination
of marketing
media mix
Materials
production
Implement
follow-up
campaign

LAP workshop
Primary goals:
•Share the key session of curriculum with local partners
•CMs present progress to date to directors, to improve
directors understanding on the campaign strategy
•Ensure a clear understanding among local partners of
responsibilities and time-commitments, particularly
regarding barrier removal
•buy in on the general barrier removal plans
Main Outcomes:
•LAP Review the detailed gantt chat of the planning phase,
and agreed with roles and responsibility.
•Discussed the challenges during planning phase with CMs
and directors.
•Directors reviewed TOC and BR strategy with CMs one on
one and give feedback to CMs

Quote from LAPs:
•Dongzhaigang director: “if I were 20
years younger, I would like to be the CM
myself, CMs should take this precious
opportunity”
•Anqing director “ we will fully support
the CM to ensure the success campaign”
East Dongting director “I now learned so
much about Pride and see more value of
this program”
•Anqing CM “directors presence setting
our mind at ease, we feel very supported
and warm”
•Ibis CM “directors, you saw the Hunchun
video this time, and we are confident that
we will tell even better story about our
campaigns ”

Objective Setting and Mornitoring
Analyzing Data to refine the target audience
After last week learning about survey design, CMs continue to
learn how to analyzing data to refine the target audience.
SMART Objectives
Final SMART Objectives based on the mini- campaign survey
results, CMs are required to write 3 lessons learn from minicampaign
survey and post on the RarePlanet. CMs role play on
how to gain support from their stake holders.

Photo highlights: Gift from UTEP

Campaign Managers’ feedback
“I Know much better about
SurveyPro, which will be useful for my
campaign”
“I love the idea of LAP workshop, now
my supervisor understand my project,
and willing to support my campaign”
“with support of our director, work
will be easy”
“I learned analysis survey data, very
useful”

LAP workshop