China Wetlands CohortFirst University Phase: Week 4 (11/22/10 – 11/26/10)

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 Step-by-step guidelines on arranging and managing fishing agreements with

communitieso Practice negotiating to reach consensuso Knowledge of how to identify and engage community leaderso Hands-on social marketing experienceo Practice evaluating the effectiveness of barrier removal strategies

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

Introducing the cohort’s barrier removal strategy

8 steps to agreement between communities and reserves

Wu Yusong of WWF Kunming spent four days at university last week, presenting to Campaign Managers eight generic steps to reaching agreement on fishing rights between nature reserves and their surrounding communities. Ms. Wu, who wrote her PhD dissertation on community co-management of natural resources, will continue to advise Campaign Managers on tailoring the eight steps to their particular sites.

1. Assess the community’s desired fishing rights2. Clarify what fishing practices the reserve needs to

change3. Identify stakeholders for co-management committee4. Select leaders of co-management initiative5. Negotiate terms of the agreement• Zoning, gear restrictions, licenses• Alternative livelihood training• Patrol teams

6. Sign the agreement7. Expand to neighboring communities8. Replicate the strategy

Applying the BR strategy

The team organized our BR expert’s 8 steps to best fit the Pride model:

Photo highlights: BR training

Field trip to an alumni campaign

Hands-on learning

Villagers in Dashanbao, the site of a China 1 campaign to protect the black-necked crane, were in for a surprise when they visited the local market on Friday. They were greeted by an unannounced crane festival, featuring not only Campaign Manager Dao Meibiao and his team, but also a busload of student volunteers and the whole China 2 cohort.

Instead of a traditional mini-campaign, the China 2 Campaign Managers participated in many facets of a real Pride event. They set up a puppet show, distributed flyers, and acted out a story. One of them even wore the mascot costume!

After visiting several households in the community to discuss the barrier removal strategy of feeding livestock in contained areas (as opposed to letting livestock graze in the black-necked crane’s habitat), the China 2 CMs completed an exercise to evaluate the campaign’s marketing and BR strategies.

Photo highlights: Dashanbao

Campaign Managers’ anonymous feedback

“Today we learned two case studies which will be very useful in running my campaign.”

“This week we learned methodologies for community engagement, and we discussed analysis of community co-management.”

“I’m happy we are leaving for Dashanbao tomorrow!”

“I can’t wait till tomorrow!”

How the 7 Campaign Managers felt on Wednesday

Meet a Campaign Manager!

“Wetland Pioneers for Watershed Restoration”

Wu Xudong

This week’s pioneer: Wu XudongCM OverviewGiven name: XudongFamily name: WuOrganization: Poyang Lake National Nature Reserve Agency

Wu Xudong has 15 years of experience working at Poyang Lake, including as chief of a research station. He is a strong leader and project manager, with infectious charisma when talking with community members.

Campaign OverviewCampaign Site: Poyang Lake National Nature ReserveProvince: JiangxiKey Threats: Overfishing, electric shock fishing, lake drainage, unsustainable crab farming.Flagship Species: Siberian Crane (Grus leucogeranus)

Moment of Zen