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S OCIAL M ARKETING S TRATEGIES : I NSPIRING C ONSERVATION S TEWARDSHIP WACD Annual Convention: Kalispell MT November 21 st 2019 Aneka Sweeney, M.Ed. Whatcom Conservation District
SOCIAL MARKETING STRATEGIES: INSPIRING CONSERVATION STEWARDSHIP
WACD Annual Convention: Kalispell MT November 21st 2019 Aneka Sweeney, M.Ed.
Whatcom Conservation District
NACD Regions: Pacific
36-48 Inches of Rain Annually
37% of the Livestock in Puget Sound
the problem poop
Community Partners
Whatcom Conservation District
Whatcom County Public Works
Whatcom County Health Department
City of Lynden
City of Blaine
Drayton Harbor Community Oyster Farm
Drayton Harbor Oyster Company
Watershed Improvement District
Nooksack Indian Tribe
WA State Department of Health
WA State Department of Agriculture
WA Department of Ecology
Poll EverywhereInstructions and Demonstration
Poll Everywhere Instructions•Take Out Your Phone •Step
1•To get started, text 22333 the message “whatcomcd”
•Step 2
•Text responses to questions as they are presented
•Step 3
Message rates apply Your phone number will NOT be tracked
Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley.
Knowledge &
AwarenessFinancial Incentives
Regulatory Backstop
Target Action: Request Technical Assistance
TRADITIONAL VOLUNTARY INCENTIVE-BASED PROGRAMMING
Barrier & Benefits Survey
Livestock Specific Focus
GroupsPilot
Programming
Social Marketing Research
Trust in the Science
Trust in the Practices
Trust in the Messenger
Barriers to Requesting Technical Assistance
One-on-one Technical Assistance
Audience Specific Workshops
Personalized Multi-media
Farm Specific Events
Direct Mail/Newsletters
Information/Awareness by mass
media
Part
icip
ants
Rea
ched
0
25
50
75
100
2013 2014 2015 2016 2017 2018
2 3
2226
94
83
Voluntary Requests for Farm Planning Services
Drayton Harbor ~ 1200 acres
Birch Bay ~130 acres
Portage Bay: Spring Harvest Open
Goal: Improve Water
Quality
Normalize conservation
behaviors
Use trusted sources of
information
Build trust through
relationships
Personalize government
Build trust through
transparency
Use incentives specific to
target behavior
Build trust through
transparency
Normalize Conservation
Behaviors
Personalize government
Build trust through
relationships
2016 2017 2018 2019
Normalizing Conservation
Behavior
Build trust through
relationships
Personalize Government
Whatcom Farm Speaker Series
Normalizing Conservation
Behavior
Personalize Government
Use Trusted Sources of Information
Whatcom Farm Speaker Series: Recipe for Success
Invite Audience Specific Expert
Build connection to Conservation Practices
Support a Panel of Cooperators
Provide a relaxed atmosphere
Normalizing Conservation
Behavior
Personalize Government
Use Trusted Sources of Information
Normalize Conservation
Behaviors
Use Trusted Sources of
Information
Visibility at Community Events
Build trust through
transparency
Guest Speakers for Livestock Groups
Use Trusted Sources of
Information
Build trust through
relationships
Normalize Conservation
Behavior
Partnering with Leaders in the Community
Use Trusted Sources of Information
Normalizing Conservation
Behavior
$$ Small Grant Program $$Reimburses 75% of the actual installation cost
Up to $3,000 for eligible practices
26 Landowners
Underground Outlet
Manure StorageAccess Lane
Exclusion Fencing
Heavy Use Area
Gutters on Barns
Small Grant Program
Tarps for Manure Storage
Soil Testing for Pasture
Health
FREE Gateway Incentives
Use Incentives Specific to
target behavior
Normalizing Conservation
Behavior
REBATES for Gateway Incentive
Barn Gutters and/or Outlet
Heavy Use Area Footing Material
Up to $200 per parcel!
Use Incentives specific to
target behavior
Normalizing Conservation
Behavior
Takeaways for success
Know your audience: The Who and the Where Peer-to-peer communication build social norms
Build relationships with trusted sources of information Find gateway incentives
Multiple & diverse opportunities to engage
Thank you! Aneka Sweeney M.Ed. Education & Outreach Coordinator Whatcom Conservation District
Email: [email protected] Office: 360-526-2381 x103
Whatcom County ◆ Whatcom Conservation District Pollution Identification and Correction Program
