Rare Pride English Program Week 7 Summary

March 16, 2009 – March 20, 2009

Refresher: Objectives of First University PhaseAfter the first university phase (nine weeks), each campaign manager will be able to:1. Develop a project plan for

a successful socialmarketing campaign.

2. Utilize skills (toolbox) tomanage projects.

3. Leverage effectivecommunication skills toachieve conservationresults.

Our growing toolbox

This Week’s ObjectivesAfter the seventh week, each campaign manager will be able to:•Conduct questionnaires to understand behaviors and ‘know your audience’.•Use Survey Pro to document and track qualitative and quantitative data. •Articulate the role of BROP/BRAVO in the Rare Pride campaign.

Rare COO, Dale Galvin, and the objective tree

Topics and Skills Taught this Week• Implementing Surveys and inputting

data into SurveyPro• Analyzing Data Results• Gathering Qualitative Data –

PhotoVoice Technique • Capturing Baseline Conservation Data• Creating a Barrier Removal Operational Plan

(BROP)• Rare Pride Mentorship Program• Identifying Audience Segments and developing

Benefit Ladders• Establishing Results Chains and SMART objectives

Inputting data into SurveyPro

Topics and SkillsHIGHLIGHTS

Target Audience PersonasA target audience persona is a composite of traits, values, and characteristics of the audience synthesized from qualitative and quantitative data. The audience persona informs the campaign strategy, benefits ladder, cost/benefit analysis, and message development. The ‘Persona’ includes:

• Vivid picture of the audience.

• Demographic information. • Psychographics such as

attitudes, values, interests, worries, and current behaviors.

• What is important to the target audience member?

• What might be the motivational levers for behavior change?

Benefit Ladder The Benefit Ladder portrays a hierarchy of benefits which explain why and how the target audience acts. Understanding how your desired behavior leads to functional and emotional benefits allows your messaging to focus on what is most relevant to your audience. Also, the themes discovered through the Benefit Ladder help create a “voice” for the positioning and marketing of the communications strategy.

Emotional

Benefits

Functional Benefits

BehaviorAttributes

PossibleThemes

“Feel like a good Hoya”

• Separate trash from recyclables• Put trash in trash bins and recyclables in recycling bins• Contact RA’s if there are no bins

• Hoya Pride means I am a good student and I take care of the environment• Recycling is cool, and I am cool if I do it• Recycling will help me be popular with my peers• Feel like making a difference to environment when I recycle• I “fit in” when I recycle because everyone on campus does it• I get a good reputation on campus for being responsible• I will be seen as a leader in good recycling practices

• Prevent tuition cost from raising• Help create a healthy environment• Help create a clean environment• Seen as responsible and grown-up• Less trash in landfill• Responsible part of GU green movement• Eco-friendly• Easy action with possible big payoffs

“Responsible, mature,thoughtful person”

Benefit Ladder for mini-campaign

BRAVO and BROPThe Barrier Removal Assessment Viability Overview (BRAVO) and The Barrier Removal Operational Plan (BROP) are tools to identify and evaluate feasible alternatives/partnerships to the desired behavior change. The BRAVO and BROP are created in conjunction with potential partners, local experts, and lead agencies – with the goal of identifying the most viable barrier removal option for the desired conservation result.

Review of Serena Isl. BROP

Dale Galvin, Rare COO, presenting the Serena Island BROP

Events

Alan R. Andreasen presents to the 9 StarsMr. Alan R. Andreasen, Professor of Marketing at the McDonough School of Business of Georgetown University and Executive Director of the Social Marketing Institute, gave a lecture at the Rare Pride English training center on Friday, March 20. Mr. Andreasen is a specialist in consumer behavior and a world leader in the application of marketing to nonprofit organizations, social marketing, and the market problems of disadvantaged consumers. He spoke about his book, Marketing Social Change, and fielded questions from the Pride campaign managers regarding the application of social marketing to their conservation campaigns.

The 9 Stars with Alan Andreasen

Rare Honors the 9 Stars!On Thursday, March 19, Rare hosted an outreach event to honor the 9 stars! Held at the historical Riggs Library at Georgetown University, presentations about Rare Pride were delivered by Rare CEO Brett Jenks, Rare Board Chairperson Wendy Paulson, and two representatives of the 9 stars cohort, Gildas and Tao. Both Gildas and Tao captivated the audiences by describing the role of Rare Pride in their conservation work, highlighting the threats to their sites, as well as their aspirations for their Rare Pride social marketing campaigns.

Rare CEO Brett Jenks (left) and Rare Board Chairperson Wendy Paulson (right)both spoke at the outreach event

Week 7 Photos

Lisa introduces the Pride Mentoring program, and gives out gifts from past Pride campaigns

Using a qualitative research technique called PhotoVoice, the 9 Stars got several GU students to share their perspectives on recycling through the lens of a camera.

Alan Andreasen autographs copies of his book, Marketing Social Change, for the 9 Stars.

Joy proudly displays his campaign photo (above) as d’Shan discusses her campaign with a member of the Bahamian Embassy in D.C. (right) during the Rare celebration event.

Presenting the keynote speakers of the event:Tao and Gildas!!!!

A bustling crowd enjoying the beautifulGeorgetown Riggs Library