China Wetlands CohortFirst University Phase: Week 1 (11/1/10 – 11/5/10)

Road map

Highlights of the Week

Meet a CM

Training Objectives

Goals of the 1st University Phase

Instill in Campaign Managers…o A strong understanding of the Pride methodologyo Knowledge of the foundations of social marketingo Understanding of community co-management principleso The ability and confidence to coordinate a complex project

Goals of Week 1

Provide Campaign Managers with…o A high-level understanding of the Pride modelo Knowledge of each other’s sites and the cohort’s overall objectiveso The ability to work together effectively as a teamo Improved storytelling and photography skillso Examples of the power of social marketing

Literature review & Site assessment

Stakeholder identification

Threat identification

& concept modeling

Threat ranking &

prioritization

Sources of stress

Identify barriers to

threat mitigation

Identify barrier

removal strategies

BRAVO (verify strategy

assumptions & options )

Identify barrier

removal partners

Preliminary target

audience identification

Draft results chain

Preliminary objectives

Target audience research (surveys)

Audience segmentation

Identify sources and

key influencers

BROP (refine barrier

removal strategy)

SMART objectives &

indicators

Monitoring plan

Finalized theory of change

Align barrier removal & outreach strategies

Creative brief development

Creative concept

development

Message development

Determination of marketing

media mix

Work plan

Materials design

Message and materials

pre-testing

Message and materials

refinement

Identify & engage

production vendors

Materials production

Material distribution &

activity strategy

Coordinated campaign

rollout

Monitor campaign rollout on

RarePlanet

Post-campaign survey & data

analysis

Write & distribute final

report

Refine strategy using lessons

learned

Develop plan for sustained

impact & funding

Implement follow-up campaign

Orientation Planning Implementation Analysis

Progress in the Pride Model

Road map

Highlights of the Week

Meet a CM

First dayOpening Ceremony

Rare’s staff, volunteers, and university partners welcomed the Campaign Managers to the program with a one-hour ceremony on Monday morning. Shiyang gave a brief Pride overview and played a video from the stellar China 1 Hunchun campaign, and Yang Yumin of Southwest Forestry University discussed the value of the professional program.

Introduction to the Pride model

Yu walked Campaign Managers through the major steps of Rare’s social marketing methodology, as they attentively took notes, and shared a collective deep breath in advance of the busy two years ahead.

Photography for storytellingGuest lecture: taking photos and telling stories

Lu Bin, videographer and director of the acclaimed Hunchun video, teaches Campaign Managers to identify photo opportunities with high marketing potential, and how to tell stories around these photos. Before using actual photos, CMs practiced with drawings.

Hands-on photography practice

Campaign Managers had the opportunity to work and play on Wednesday, as they were given two hours to explore Kunming’s tourist center – but with the mission of practicing photo-taking. Upon return to the university, Campaign Managers prepared stories around the photos and presented them to Lu Bin.

Getting to know each other, and each other’s sites

Behavioral assessments

Campaign Managers took DISC and Thomas-Kilmann tests to better understand their own and each other’s styles of handling work and conflict. The tests will help them work effectively together over the first university phase and the coming years.

Site summaries

Campaign Managers laid out key features of their sites, including endangered species, threats, and habitat types, and discussed similarities and differences.

Photo highlights: visit to Kunming’s Green Lake

Photo highlights: working together

Road map

Highlights of the Week

Meet a CM

Meet a Campaign Manager!

“Wetland Pioneers for Watershed Restoration”

Wei Baoyu

This Week’s Pioneer: Wei Baoyu

CM OverviewGiven name: Baoyu (nicknamed “Xiaobao”)Family name: WeiOrganization: WWF China

Xiaobao has several years of experience working with the finless porpoise as a Programme Manager at WWF. A chemistry major from the Changsha University of Science and Technology, he brings strong technical credentials – and a great deal of enthusiasm – to the class.

Campaign OverviewCampaign Site: East Dongting Lake Finless Porpoise Nature Reserve Province: HunanKey Threats: Overfishing, electric shocking, poison fishing, fixed nets set in lake bedsFlagship Species: Finless Porpoise (Neophocaena phocaenoides)

Moment of Zen