Pride’s 2.0 Process1. Focus on priority conservation targets & key

threats2. Align campaign components (targets, threats,

audiences, objectives, etc)3. Align to the CMP Open Standards4. All in Miradi

TTT #4 Objectives for PPMs

• Increased appreciation of Pride Process in creating good Pride campaigns

• Increased understanding of & ability to teach:– Results Chains– Preliminary & SMART objectives– Survey questionnaires– Data analysis

• Increased ability to provide constructive, critical analysis of Pride deliverables to CMs

TTT Training

• Overview of Pride Process PP• Small group analysis of– Results Chains– SMART Objectives– Surveys Questions

• Speed planning in Miradi• Analysis of Survey Data

What do we mean by “Alignment?”Conservation Target

Direct Threats

Target audiencesStrategies

SMART objectives Indicators(Survey Questions)

A little gentle handling

A little charming

A little untangling

Perhaps a little problem solving

PCCs (Pride Campaign Chiropractors)will get it all aligned

Conservation Target

Direct Threats

Target audiences

Strategies

SMART objectives

Indicators(Survey Questions)

Step 1Create Concept Model

Based On• Formative Research:

– Literature review– Expert interviews– Stakeholder input– Partner input

Product• Concept Model:

– Project scope– Conservation targets– Direct threats– Contributing factors

Concept Model

Step 2Select Conservation Targets

Based On• Concept Model:

– Conservation targets• Target selection

criteria:– Can be impacted by

Pride– Representative of

biodiversity– Viability– Monitoring possible

Product• One or a few key

conservation targets that meet Pride’s criteria

Step 3Prioritize Direct ThreatsBased On• Concept Model:

– Direct threats• Expert & Partner Input• Threat selection

criteria:– Impacts selected

conservation targets– Scope– Severity– Irreversibility

Product• Miradi threat-rating

table• One or a few key

direct threats that meet Pride’s criteria

Threat Rating Table

Step 4Prioritize Target Audience(s)

Based On• Concept Model• Selected Conservation

Targets• Selected Direct Threats• Expert & Partner Input• Audience criteria:

– Behaviors cause direct threats

– Influential with people who cause threats

– Other

Product• Clearly identified

target audiences

Step 5Choose Social Marketing & Barrier Removal Strategies

Based On• Concept Model• Isolated Factor

Chains:– Miradi “brainstorming”

mode• Expert & partner input• Strategy selection

criteria:– Impact– Feasibility

Product• Social Marketing

Strategy• Barrier Removal

Strategy

Factor Chains in Miradi

Step 6Create Results Chain(s)Based On• Concept Model:• Conservation Targets• Direct Threats• Target Audiences• BR & SM Strategies• Stages-of-Change

Theory:– Pre-contemplation– Contemplation– Preparation– Validation– Action– Maintenance

Product• Organized by Target

Audience• Aligned with ToC:

– Knowledge– Attitude– Interpersonal Communication– Behavior Change– Threat Reduction– Conservation Result

• Causal chain:– “If.... Then” statements

• Blueprint for BR & SM strategies

• Intermediate Results for monitoring

Serena Island Results Chain in Miradi

Los Negros Results Chains

Step 7Develop Preliminary Objectives ALIGNED TO RESULTS CHAINBased On• Intermediate Results• SMART Objective

criteria:– Specific– Measurable– Action-oriented– Realistic– Time-bound

Product• Objectives for all

(nearly all) intermediate results from “K” through “CR”

• As SMART as possible• In standard format

Step 8Develop Indicators & Methods ALIGNED TO each Objective

Based On• Preliminary

Objectives

Product• Good Survey Questions

that are aligned to objectives for K, A, IC, P

• Indicators and methods for BR objectives

• Biological indicators and methods for TR & CR objectives

Step 9Make Baseline Measurements

Based On• Indicators• Methods

Product• Baseline measures:• K, A, IC, & P objectives

from survey• BR objectives• TR & CR objectives

from biological monitoring

Step 10Turn Preliminary Objectives into SMART Objectives

Based On• Preliminary Objectives• Baseline measures• Estimates of Campaign

impact

Product• SMART Objectives

What Is the take home point?

Use the process, PPM!