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

1. China Wetlands Cohort First University Phase: Week 2 (11/8/10 – 11/12/10)

2. Training objectives • Goals of the 1st University 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 Week 2 • Provide Campaign Managers with… • Detailed understanding of the principles behind Rare’s theory of change • An overview of Rare’s “3C” model • Social marketing basics • A refresher on key biodiversity and wetlands issues • Knowledge of project management fundamentals • Improved understanding of quantitative methods • Increased competency in using RarePlanet

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. Fundamentals of Pride methodology 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. 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.

5. Scientific foundations of the theory of change Guest 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.

6. 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.

7. Photo highlights: guest lectures

8. Photo highlights: activities and energizers

9. Campaign Managers’ anonymous feedback How the 7 Campaign Managers felt on Friday “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.”

10. Meet a Campaign Manager! Zhang Hong “Wetland Pioneers for Watershed Restoration”

11. This week’s pioneer: Zhang Hong CM Overview Given name: Hong Family name: Zhang Organization: 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 Overview Campaign Site: Anqing Riparian Wetlands Waterbird Reserve Province: Anhui Key Threats: Unsustainable crab farming, eutrophication, electric shock fishing, fixed nets set in lakebed. Flagship Species: Hooded Crane (Grusmonacha)

12. Moment of Zen