Jane DiaResource Information and Education Officer Division of Aquatic and Wildlife ResourcesJune 1, 2013

Piti Bomb Holes Preserve Social Marketing Strategy

Who is your target audience?Local, seasonal fishers promote responsible fishing practices by collecting data in the Piti Bomb Holes Preserve.

Who is your Target Audience?Resource users (divers, snorkelers, swimmers, paddlers) promote responsible water sport practices by collecting data in the Piti Bomb Holes Preserve.

Benefits Exchange StatementIf you participate in our “Piti Pride Program” to learn how to collect data about various activities in the preserve, you will share in the pride of protecting your resources and be recognized by the community as a “Pride Fisher of Piti”, and receive…

If you participate in our “Piti Pride Program” to learn how to collect data about various activities using our new phone app, you will share in the pride of protecting Piti Bomb Holes Preserve and receive a free eco-tour of your choice.

ProductResource Users and Fishers collect data of activities in the Piti Bomb Holes Preserve by using webcam, phone app, text messaging or hotline.

PriceThe cost of not collecting data is a loss of fish resources and fish habitat.

Positioning

Collecting data about activities in Piti Bomb Holes Preserve protects valuable resources that belong to our families on Guam.- Fishers

Collecting data about activities in Piti Bomb Holes Preserve protects valuable resources and is fun for everyone! - Resource Users

Place

Community activities:

• Liberation Day Parade• Piti Village Fiesta• Arbor Day • Athletic events• School events• Fishing stores

Promotion

Fishers and Resource users:

• Radio show: “Where we live”• Talk radio: K57

• Giveaways: wet/dry bag etc.• Wet shirts

• TV news Extra!

Promotion

Community:• Puppet show• Activity book• Stickers• Signs on

buses, buildings

One-to-one meetings Agreements (MOA); letter of endorsements (tour guide operators)

K1: Mayor of Piti Village – Ben GumataoaoK2: Fish Eye Marine Park – Renny LorenK3: Lt. Governor of Guam – Ray Tenorio

Key Influencers

Install surveillance camera - CCTV

Barrier Removal

1. Outdoor, day/night, infrared, zoom camera,

2. 700TVL - a video camera specification defining image resolution,

3. 120 meters infrared, (about 350’ range at total darkness),

4. Digital Video Recorder, remote access capability; lockable cabinet

*All Eyes on Piti

*Pity Piti, Protect our Pride

*Keep Piti Looking Good

SLOGANS