China Wetlands CohortFirst University Phase: Week 3 (11/15/10 – 11/19/10)

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 the week

Provide Campaign Managers with…o Guidelines on how to write an executive summary of their projecto Knowledge of how to identify key stakeholderso Guidelines for organizing a stakeholder meetingo Practice negotiating with stakeholders and reaching consensuso Fundamentals of the Miradi softwareo The opportunity to freely ask questions of and share concerns with Pride alumni

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

Story of a China 1 campaignAlumni session: story of a China 1 campaign

Huang Gang, Campaign Manager of the green building campaign at Meili Snow Mountain, stopped by to share his experiences and results. Before managing his own campaign in the China 1 cohort, Huang Gang worked as Angela Cun’s assistant in the Pride campaign to protect the golden monkey at Laojunshan. Please see RarePlanet to learn more about Huang Gang’s campaign or Angela’s campaign.

Engaging Stakeholders

Alumni session: stakeholder meetings

Meng Gen, CM of the campaign to revive the saxual tree in Inner Mongolia (and currently one of Rare’s alumni grantees), called in to discuss keys to successfully identifying, engaging and collaborating with stakeholders whose interests are diverse.

Please see RarePlanet for more information Meng Gen’s campaign.

Stakeholder Negotiation PracticeWorst-case scenario planning

Rare staff joined Campaign Managers in a collaborative session to plan responses to common stakeholder problems. Topics included stakeholders’ unwillingness to attend meetings, failure to show up to workshops, or late realizations that key stakeholders were not invited to meetings.

Burning the midnight oil

In the middle of a long week of class, the Campaign Managers convened at 8:30 Wednesday night to further discuss working with stakeholders. Activities included acting out debates that are likely to occur in the field, such as disagreements between fishers on resource rights.

Photo highlights: group work

Photo highlights: national sport

Campaign Managers’ anonymous feedback

“I am disappointed about the situation with UTEP, but Meng Gen’s session was very cheerful.”

“I liked the sessions on the stakeholder meeting and I think it will be useful when we return to the field.”

How the 7 Campaign Managers felt on Friday

Meet a Campaign Manager!

“Wetland Pioneers for Watershed Restoration”

Yao Yi

This week’s pioneer: Yao YiCM OverviewGiven name: YiFamily name: YaoOrganization: East Dongting Lake National Nature Reserve Agency

Yao Yi directs the East Dongting reserve’s research department, focusing on monitoring water birds. He has ample experience working with local communities. An avid photographer and birdwatcher, he helps organize an annual birding competition each year.

Campaign OverviewCampaign Site: East Dongting Lake National Nature ReserveProvince: HunanKey Threats: Overfishing, electric shock fishing, fixed nets set in lakebed, lake drainage.Flagship Species: To be determined

Moment of Zen