China Wetlands CohortFirst University Phase: Week 2 (11/8/10 – 11/12/10)

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 2

Provide Campaign Managers with…o Detailed understanding of the principles behind Rare’s theory of changeo An overview of Rare’s “3C” modelo Social marketing basicso A refresher on key biodiversity and wetlands issueso Knowledge of project management fundamentalso Improved understanding of quantitative methodso Increased competency in using RarePlanet

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

Fundamentals of Pride methodology

Principles of marketing and communication

Campaign Managers learned the fundamentals of social marketing, reviewing examples from various disciplines and industries of successful behavior change efforts. Activities helped demonstrate the importance of consistent communication and messaging.

Theory of change and the 3 C’s

The PPMs taught the cohort the psychological, economic, and ecological reasoning behind Rare’s theory of change. They also presented Rare’s strategy map to the Campaign Managers, introducing the concepts of capacity, constituency, and conservation. The team stressed the importance of Campaign Managers’ involving their organizations in Pride campaigns to the greatest extent possible, so as to insure lasting capacity.

Scientific foundations of the theory of changeGuest lecture: biodiversity

Professor Zhou Wei of Southwest Forestry University presented an overview of biodiversity: its importance, its greatest threats, and modern models used to combat these threats. Dr. Zhou is a class favorite, combining broad knowledge of biology with dry humor to keep everyone attentive and engaged.

Guest lecture: wetland health

Dr. Tian Kun, a wetland expert from Southwest Forestry University, discussed the ecological topics most relevant to the cohort. He refreshed the Campaign Managers on the ecosystem services that wetlands provide, and discussed current threats facing China’s wetlands, including overfishing, destructive gear, agricultural runoff, and eutrophication.

Managing projects, in theory and on RarePlanet

Guest lecture: project management

Southwest Forestry University’s Li Xiaolong, professor of ecotourism, presented concepts, tools and techniques of project management that will guide the Campaign Managers through the two-year process. In a separate lecture this week, he discussed quantitative methods to start preparing the cohort for the intensive survey process.

Introduction to RarePlanet

After two weeks of trial and error, Campaign Managers were treated to a RarePlanet overview by Tingting. She taught the whole session from the perspective of a CM, showing them how to blog, upload milestones, add resources, and follow each other’s campaigns. Campaign Managers brought their laptops to follow along, so the team could troubleshoot on the spot.

Photo highlights: guest lectures

Photo highlights: activities and energizers

Campaign Managers’ anonymous feedback

“Professor Tian Kun’s session on wetland conservation was vivid and well prepared. I benefited a lot from the session.”

“The curriculum design was very good. Rare involved lot of external experts this week to maintain our interest and passion, which was great!”

“Learning social marketing theory was very important for running the Pride campaign.”

“It’s stressful having to learn so much information so quickly.”

How the 7 Campaign Managers felt on Friday

Meet a Campaign Manager!

“Wetland Pioneers for Watershed Restoration”

Zhang Hong

This week’s pioneer: Zhang Hong

CM OverviewGiven name: HongFamily name: ZhangOrganization: Anqing Riparian Wetlands Waterbird Reserve Agency

Zhang Hong is an experienced wildlife conservation practitioner, with both management and field experience. He has helped measure and monitor the populations of endangered waterfowl along the Yangtze river for both WWF and GEF.

Campaign OverviewCampaign Site: Anqing Riparian Wetlands Waterbird ReserveProvince: AnhuiKey Threats: Unsustainable crab farming, eutrophication, electric shock fishing, fixed nets set in lakebed.Flagship Species: Hooded Crane (Grus monacha)

Moment of Zen