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

1. China Wetlands Cohort First University Phase: Week 4 (11/22/10 – 11/26/10)

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 the week • Provide Campaign Managers with… • Step-by-step guidelines on arranging and managing fishing agreements with communities • Practice negotiating to reach consensus • Knowledge of how to identify and engage community leaders • Hands-on social marketing experience • Practice evaluating the effectiveness of barrier removal strategies

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. 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. • Assess the community’s desired fishing rights • Clarify what fishing practices the reserve needs to change • Identify stakeholders for co-management committee • Select leaders of co-management initiative • Negotiate terms of the agreement • Zoning, gear restrictions, licenses • Alternative livelihood training • Patrol teams • Sign the agreement • Expand to neighboring communities • Replicate the strategy

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

6. Photo highlights: BR training

7. 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.

8. Photo highlights: Dashanbao

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

10. Meet a Campaign Manager! Wu Xudong “Wetland Pioneers for Watershed Restoration”

11. This week’s pioneer: Wu Xudong CM Overview Given name: Xudong Family name: Wu Organization: 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 Overview Campaign Site: Poyang Lake National Nature Reserve Province: Jiangxi Key Threats: Overfishing, electric shock fishing, lake drainage, unsustainable crab farming. Flagship Species: Siberian Crane (Grusleucogeranus)

12. Moment of Zen