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

China Wetlands Cohort First University Phase: Week 3 (11/15/10 – 11/19/10). Training objectives. Goals of the 1 st university phase Instill in Campaign Managers… A strong understanding of the Pride methodology Knowledge of the foundations of social marketing

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

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  1. China Wetlands Cohort First University Phase: Week 3 (11/15/10 – 11/19/10)

  2. Training objectives • Goals of the 1stuniversity phase • Instill in Campaign Managers… • A strong understanding of the Pride methodology • Knowledge of the foundations of social marketing • Understanding of community co-management principles • The ability and confidence to coordinate a complex project • Goals of the week • Provide Campaign Managers with… • Guidelines on how to write an executive summary of their project • Knowledge of how to identify key stakeholders • Guidelines for organizing a stakeholder meeting • Practice negotiating with stakeholders and reaching consensus • Fundamentals of the Miradi software • The opportunity to freely ask questions of and share concerns with Pride alumni

  3. Progress in the Pride model Orientation Planning Implementation Analysis Literature review & Site assessment Identify barriers to threat mitigation Preliminary target audience identification Identify sources and key influencers Align barrier removal & outreach strategies Work plan Material distribution & activity strategy Post-campaign survey & data analysis Materials design Stakeholder identification Identify barrier removal strategies Draft results chain BROP (refine barrier removal strategy) Creative brief development Message and materials pre-testing Coordinated campaign rollout Write & distribute final report Threat identification & concept modeling BRAVO (verify strategy assumptions & options ) Preliminary objectives SMART objectives & indicators Creative concept development Message and materials refinement Monitor campaign rollout on RarePlanet Refine strategy using lessons learned Threat ranking & prioritization Identify barrier removal partners Target audience research (surveys) Monitoring plan Message development Identify & engage production vendors Develop plan for sustained impact & funding Sources of stress Audience segmentation Finalized theory of change Determination of marketing media mix Materials production Implement follow-up campaign

  4. Story of a China 1 campaign Alumni 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.

  5. 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.

  6. Stakeholder Negotiation Practice Worst-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.

  7. Photo highlights: group work

  8. Photo highlights: national sport

  9. Campaign Managers’ anonymous feedback How the 7 Campaign Managers felt on Friday “I am disappointed about the situation with UTEP, but MengGen’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.”

  10. Meet a Campaign Manager! Yao Yi “Wetland Pioneers for Watershed Restoration”

  11. This week’s pioneer: Yao Yi CM Overview Given name: Yi Family name: Yao Organization: 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 Overview Campaign Site: East Dongting Lake National Nature Reserve Province: Hunan Key Threats: Overfishing, electric shock fishing, fixed nets set in lakebed, lake drainage. Flagship Species: To be determined

  12. Moment of Zen

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