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CISMA Call Agenda1:30pm Introductions

Kris Serbesoff-King

1:35pm Technical Presentation

Encouraging Invasive Species Management:What Message Should We Be Sending?

-- Laura Warner

1:55pm CISMA Update

Florida CISMAs – Southwest FL

– Christal Segura

2:10pm Shoutouts

10th FLEPPC CISMA Session, NISAW 2017, 4th Fall HalloWeed Count,

Polls

2:30pm Adjourn

This Month’s Call

5th Call on the new Adobe Connect platform

• Same conference Number as before

• Same conference code

• New link

Technical Presentation

Encouraging Invasive Species Management:

What Message Should We Be Sending?

Presented by Laura Warner

Dr. Laura Warner

January 25th, 2016

Encouraging Invasive Species Management:

What Message Should We Be Sending?

• University of Florida Faculty:• Department of Agricultural

Education and Communication

• Center for Landscape Conservation and Ecology

• Strategies, professional development, resources to support Extension and outreach professionals’ programs that lead to change

• An environmental horticulturist turned social scientist

About me

Think about your work.

• What problem are you working to address?

• What behavior(s) do you encourage?

• What prevents people from engaging in that behavior?

• What motivates people to engage in that behavior?

Intensive information intended to reach everyone

Not particularly effective:

• Many factors that influence behavior

• Education has a minimal effect

Typical Approaches

Why? Humans don’t behave rationally. Knowing what is “right” does not generally lead to action

To encourage appropriate invasive species management practices:

we need to be able to influence behaviors…

… and the message we send makes all the difference.

• The application of commercial marketing techniques +

• To influence a key target audience +

• To voluntarily change a behavior =

• For the good of society, the audience, and the environment

• Uses the 4Ps: product, price, place, and promotion

• Market research is key: We “make an offer”, not of an objective reality, but what the customer perceives – perception IS reality

Social marketing

• They don’t know about it

or

• They know about it but perceive too many challenges (barriers)

or

• They know about it and don’t perceive too many challenges but do perceive substantial benefits to what they are currently doing

Why won’t people make a specific change?

People tend to do what has the most benefits and least barriers

Developing strategies to promote change

Choose behaviors to encourage among clientele

Analyze the target audience: Conduct needs assessment and identify barriers to change

Develop strategies to encourage adoption and help the clientele to overcome barriers to change

Pilot the strategy with a small subgroup

Broadly implement the program and evaluate its efficacy

Removal of barriers

Messaging*

Social norms

Social diffusion

Feedback

Goal-setting

Audience commitment

Incentives

Prompts

The social marketing toolbox

6. Emphasize personal contact

Cultivating Community Change

• Opinions of peers have a strong impact on behavior

• People change their behaviors to be like others

5. Remove or reduce barriers

Cultivating Community Change

• Can be perception / reality (doesn’t matter)• Regulations• Lack of infrastructure• Knowledge• Fear• Lack of social support• Lack of motivation• Forgetting

• Make the behavior easy and convenient

4. Make it easy to remember

Cultivating Community Change

• What they need to know

• Why they should care• What they should do

3. Use an appropriate

message frame

Cultivating Community Change

• Removing invasive species can benefit you.

• Don’t let invasive species cause you agony!

• If you plant only non-invasive species you will help our local ecosystem.

• If you plant only non-invasive species you will be seen as a role model.

2. Make it specific and

concrete

Cultivating Community Change

1. Speak from the audience’s point of view

Cultivating Community Change

• Do you know your audience’s perceived barriers and benefits?

• Do they understand what you want?

• Where are they at in relation to what you want?

• Do they perceive significant difficulties or barriers?

• No barriers? But does the current behavior offer greater benefit?

• Who do they trust, respect?

1. Speak from your audience’s point of view

2. Make it specific and concrete

3. Use an appropriate message frame

4. Make it easy to remember

5. Remove or reduce barriers

6. Emphasize personal contact

Communicating to Encourage Behavior Change

Change only occurs when perceived benefits are greater than perceived costs

• How well do you know your audience?

• Do they know what you are asking?

• Are you addressing barriers?

• Are you positioning your communication in terms of their values and perceptions?

Apply this to your work

Research is

needed!

It depends….

Social marketing is about being strategic. Pick a crucial issue and a key audience.

Then, think about the issue from the perspective of your target audience.

Pretend that their perspective is all that matters.

Because it is.

What message should we be sending?

• UF/IFAS Electronic Data Information Source (search ”social marketing”): edis.ifas.ufl.edu

• Cultivating Community Change certificate program: http://gardeningsolutions.ifas.ufl.edu/clce/socialmarketing/

• Fostering Sustainable Behavior: Community-Based Social Marketing www.cbsm.com/public/world.lasso

• On Social Marketing and Social Change News and Views On Social Marketing and Social Change: socialmarketing.blogs.com/

• Tools of Change: Proven Methods for Promoting Health, Safety, and Environmental Citizenship www.toolsofchange.com/en/home/

To learn more:

thank you!

Laura Warner (lsanagorski@ufl.edu)Assistant Professor and Extension Specialist

UF/IFASDepartment of Agricultural Education and Communication

Center for Landscape Conservation and Ecology

CISMA Update

• Southwest Florida CISMA

• Presented by: Christal Segura

Southwest Florida Cooperative Invasive Species

Management AreaUpdate

Christal Segura, SWFL CISMA Co-chair

Southwest Florida CISMA

• Our CISMA covers 5 Counties

Collier, Lee, Charlotte, Hendry and Glades!

Outreach Events

•Florida Burrowing Owl Festival in Cape Coral: Feb. 27th

•Non-Native Fish Round-up Collier County April 16th

•Florida Panther NWR Open House April 30th•Pepper Ranch Sunflower Festival

in Immokalee- October 1st

•Native Plant Society Presentation-in Labelle October 17th

Southwest Florida CISMA2016 Highlights

• Rookery Bay National Estuarine Days in Naples-September 24th

• SWFL Yard and Garden Show Collier Extension October 23rd

• Florida Panther Festival & Pet Amnesty Day- Naples Zoo November 5th

• Python Saison Launch Party at Naples Beach Brewery -in Naples, November 12th

• Swamp Heritage Festival Big Cypress National Preserve -December 3rd

Southwest Florida CISMA2016 Highlights

Southwest Florida CISMA20th Annual Invasive

Species Workshop

February 24, 2016 at FGCC Free to attendees

•Over 200 people attended- CEU’s were offered

•14 different speakers on Invasive Animal and Plant topics

•2 concurrent sessions offered- Exotics 101 and 102

•Silent Auction

•Breakfast, snacks and beverages provided

Southwest Florida CISMA

Pet Amnesty Day November 5, 2016• Ball python

• Tarantula

• Uromastyx

• Bearded dragon

• Corn snake

• Sugar gliders

• Several Species of Turtles

Southwest Florida CISMA2016 Highlights

Southwest Florida CISMA2016 Highlights

Burmese Python Strategic Planning Workshop for SWFL Land Managers

Rookery Bay May 5th – 75 attended

Southwest Florida CISMA2016 Highlights

• Exotic Grass Workshop- UF/IFAS Immokalee February 25, 2016

• 70 attendees!

Southwest Florida CISMA2016 Highlights

Non-native Fish Round-upApril 16, 2016• 20 anglers• 244 fish • 3 different species• 131 Mayan cichlid (90.1 lbs)• 87 Oscar (52.3 lbs)• 26 Spotted Tilapia (5.4 lbs)• Weigh in station at the

Conservancy of SWFL in Naples• 5 Volunteers including coordinator

Ian Bartoszek

Southwest Florida CISMA

SWFL CURRENT EDRR Plant Species

• Adenanthera pavonina red beadtree

• Agave sisalana sisal

• Cestrum nocturnum night-blooming jasmine

• Eucalyptus grandis grand eucalyptus

• Eucalyptus torelliana Torell's eucalyptus

• Ipomoea aquatica swamp morning glory

• Salvinia molesta giant salvinia

Southwest Florida CISMAUpcoming Events

• 21st Annual Invasive Species Workshop at FGCU on February 2nd

•Grass workshop at UF/IFAS Charlotte County on February 3rd

• FLEPPC conference April12-April 14, 2017CISMA meeting at this conference on April 14th?

• Non-Native Fish Round-up April 2017

Several upcoming outreach events• Festival in the Woods- Picayune SF -February 18• Burrowing Owl Festival on Saturday- February 25th

• Florida Panther Open House March 18th

Southwest Florida CISMA

• Like us on Facebook:

(search for Southwest Florida CISMA)

• Follow us on Twitter: @SWFLCISMA

Southwest Florida CISMA

Contacts: Christal Segura and Erin Myers- CISMA Co-chairs

Website: www.Floridainvasives.org/southwest

Email: Southwestflorida@floridainvasives.org

Questions?

December, November, JanuaryShout Outs

• ECISMA/SWFL- 11/5/16 Exotic pet amnesty day

• Six Rivers – Fall Meeting 11/9/16• NC- Workday 11/9/16• Osceola Meeting – 11/9/16• SWFL – Python Saison Launch party

11/12/16• FISP – Fall festival for the

environment 11/13/16• FISP – NRCS State Technical Advisory

meeting 11/15/16• Heartland - Ceasar’s Weed Removal

11/16/16• Osceola – EDRR training 11/19/16• CF- Meeting 11/29/16• FISP – 2016 Annual CISMA Leads

Refresher Course 12/5/2016• ARSA – 2017 CISMA Work plan

meeting 12/7/16

• FKIETF- meeting 12/8/16• TC- Special Meeting 1/9/17• Osceola- Meeting 1/11/17• FKIETF- workday 1/12/17• FCIWG- MLK Workday 1/16/17• ECISMA- meeting 1/18/17• FKIETF-ID class 1/19/17• ECISMA- Fairchild Chocolate

Fest1/20/17• ECISMA – 2017 Lumnitzera Blizera

1/20/17• CF- Invasive Species Bio Blitz 1/21/17• TC- Special meeting 1/25/17• NCF/FISP- Great Invader Raider Rally

1/28/2017

Time to start planning for the 10th Annual FLEPPC CISMA Session!

It’ll be hard but let’s make it the best CISMA Session to date!

Accepting Suggestions Now

Who want to join an agenda planning committee!?

Currently accepting applications.

FLEPPC 2017

• National Invasive Species Awareness Week

Save the Date: February 25, 2017 – March 5, 2017

So many event options to choose from!

Workshops

Webinars

Walkabouts, Oh My!

NISAW 2017

New Reporting Method

–Google Form!• To be emailed & embedded on FISP Success Stories

page.

• Automatically fills a spreadsheet!

• So easy it can be done while talking on the phone ;-)

• Friday is the last day to get your information included in the quarterly eNewsletter!

HalloWeed Count

• Fourth Annual Fall HalloWeed Count– October 21, 2017 through November 5, 2017– Three Weekends. Two Weeks.– The goal is to collect more credible invasive plant

observation data into EDDMapS (i.e. invasive plant occurrence recorded and verified as correct).

CISMA Calendars

Next Month’s Call

– February 22, 2017 • Second Call of 2017

–What’s up with the Central Florida Lygodium Strategy? - Cheryl Millett

–NCF CISMA update.

Monthly Florida CISMA Call 2017 Bi-annual Schedule January-May

January 25, 2017 February 22, 2017 March 22, 2017 April 26, 2017 May 24, 2017

Southwest FL North Central FL Apalachicola RSA

First Coast IWG Osceola

Selling Sustainability –

Laura Sanagorski Warner

What’s up with the Central Florida

Lygodium Strategy? – Cheryl Millett

AmeriCorps Project A.N.T. –

Lauren Natwick

2017 Bi-annual CISMA Call AgendaJanuary- May

Suggestions Needed!

Log on through Adobe Connect

Florida Cooperative Invasive Species Management Area (CISMA)

Monthly Call– Hosted by the Florida Invasive Species Partnership (FISP)

participation is voluntary, we promise it will only last 1 hour, and we can guarantee that you will enjoy the conversations

4th Wednesday of Every Month at 1:30pmExcept November and

December

Join the listserv to receive announcements at: floridainvasives.org

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