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

Training objectives Goals of the 1 st university phase Instill in Campaign Managers… o A strong understanding of the Pride methodology o Knowledge of the foundations of social marketing o Understanding of community co-management principles o The ability and confidence to coordinate a complex project Goals of the week Provide Campaign Managers with… o Step-by-step guidelines on arranging and managing fishing agreements with communities o Practice negotiating to reach consensus o Knowledge of how to identify and engage community leaders o Hands-on social marketing experience o Practice evaluating the effectiveness of barrier removal strategies

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

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. 1.Assess the community’s desired fishing rights 2.Clarify what fishing practices the reserve needs to change 3.Identify stakeholders for co-management committee 4.Select leaders of co-management initiative 5.Negotiate terms of the agreement Zoning, gear restrictions, licenses Alternative livelihood training Patrol teams 6.Sign the agreement 7.Expand to neighboring communities 8.Replicate the strategy

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

Photo highlights: BR training

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.

Photo highlights: Dashanbao

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

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

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 ReservePoyang Lake National Nature Reserve Province: Jiangxi Key Threats: Overfishing, electric shock fishing, lake drainage, unsustainable crab farming. Flagship Species: Siberian Crane (Grus leucogeranus)

Moment of Zen