1. Beyond Awareness: Moving Communities to Action
Suzanne Etgen
WSA Certification Course
December 1, 2016

2. Source: Schultz, P.W. May Social Marketing: A Community-Based Approach. Presentation prepared for the USEPA, RCC Web Academy. May 20, 2010.

3. Why do people change their behavior?
They learn something which changes their attitudes and beliefs.
What’s in it for me? Economic Self Interest.
They perceive the benefits outweigh the barriers.
They feel their actions will have a real and positive effect on a greater good.
Tell My bag story

4. 5 Steps to a changing a behavior in your community.
Step 1: Select a Behavior & Identify your Target Audience
Step 2: Measure the Behavior Baseline
Step 3: Identify Barriers and Benefits
Step 4: Develop and Implement a Strategy
Step 5: Measure Behavior Change

5. Step 1: Select a Behavior
Behavior should be a single, end state (results in pollution reduction) behavior.
Purchase a Rain Barrel
Pick up Pet Waste
Using a Bay Friendly Lawn Care Regime (Soil testing, organic fertilizer, mowing at the correct height, fertilizing in fall only)
Have a Household Energy Audit
Dispose of Household Hazardous Wastes at a County Disposal Site

6. Step 1: Select a Behavior
Behavior should be a single, end state (results in pollution reduction) behavior.
Purchasing a Rain Barrel
Picking up Pet Waste
Using a Bay Friendly Lawn Care Regime (Soil testing, organic fertilizer, mowing at the correct height, fertilizing in fall only)
Getting an Household Energy Audit
Disposing of Household Hazardous Wastes at a County Disposal Site

7. Step 1: Select a Behavior
Behavior should be a single, end state (results in pollution reduction) behavior.
Bacteria:
 Picking up - and disposing of  -
pet waste while your pet is on
a leash 
or while your pet is not on a leash  

8. Step 1: Select a Behavior
Behavior should be a single, end state (results in pollution reduction) behavior.
Properly disposing of organic matter and trash from storm drain inlets and/or curbs in your neighborhood.

9. Step 1: Select a Behavior
Behavior should be a single, end state (results in pollution reduction) behavior.
Lawns: For those who self-care for turf: Fertilize in the Fall if at all.
For those who use a lawn care company: Purchase a Clean Lawn Care Regime

10. Step 1: Select a Behavior for Rolling Hills
Ivy Removal Tree planting Adopt a stormdrain – clean them Clean Lawn Care service Rain Barrels Leaves off of hard surfaces Pet waste

11. Step 1: Select a Behavior
Willingness
How willing is your target community to do this?
Impact
How much will this contribute to improving water quality?
Market Opportunity
How many in the target audience are not doing this?
ADAPTED FROM DOUG-MCKENZIE MOHR

12. PRIORITIZING BEHAVIORS Scale of 1 (lowest) – 10 (Highest)
IMPACT
WILLINGNESS
MARKET OPPORTUNITY
SIMPLE
AVERAGE
WEIGHTED AVERAGE
English Ivy 10 4 24 1
Pet Waste 8 3 5 16
Plant Trees 9 2 19
3 CATEGORIES ADAPTED FROM DOUG-MCKENZIE MOHR

13. Step 2: Identify Your Target Audience
Adapted from Everett Rogers, Jay Kassirer, Mike Rothschild, Dave Ward, Kristen Cooley
This slide demonstrates well the population segment that social marketers were “born” for!
Relative to any behavior that we might be trying to influence, there are 3 major groups.
The first, on the left, is a group that is eager to do the behavior and just needs to be told what you want them to do. We call them the “Just Show Me” group.
The second group, in the middle, and often the largest group, is one who is interested in doing the behavior, but has some barriers. This is the group for the social marketer to concentrate on. We call them the “Please Help Me” group.
The last group isn’t at all interested in doing the behavior and won’t unless we use laws and fines. We call them the “Make Me” group.

14. Step 2: Identify Your Target Audience Brainstorm Groups in Rolling Hills
Pet owners
Lawn care service users
Victims of flooding
People who have lost mature trees
HOA
People who live near the stream
People with Ivy on trees
Desire for a beautiful property
DPW
Garden Club
Green Committee
Kids
Parents
Stay at home Moms
Scout leaders
Home schoolers
boaters

15. Step 1: Select a Behavior and Identify Your Target Audience
2. Rank your potential target audiences by:
SIZE: As a segment of a population, what is the actual or relative size of this segment?
PROBLEM INCIDENCE: How significant is the contribution that this audience makes to the behavior? (i.e. are homeowners with small waterfront lawns making a larger or smaller impact than homeowners with large lawns far from the waterfront? )
READINESS TO ACT: How concerned is the target audience with the problem issue/behavior?
ABILITY TO REACH: Can we identify them and do we have efficient ways to reach them?

16. PRIORITIZING Target Audiences Scale of 1 (lowest) – 10 (Highest)
SIZE
PROBLEM INCIDENCE
READINESS TO ACT
ABILITY TO REACH
AVERAGE OR WEIGHTED AVERAGE
HOA members 10 7 4
Retirees 3
Gardeners 2

17. Step 3: Develop and Implement a Strategy
Select the right tools for the job.

18. Southgate, The Highlands- Glen Burnie, MD
Pet Waste Campaign
Southgate, The Highlands- Glen Burnie, MD
The neighborhood chosen for this project was Southgate, a community near the Baltimore Washington Medical Center, formally known as North Arundel Hospital. This neighborhood is in the Patapsco Tidal watershed. The creek is Marley Creek
Erin Duffy, John Kagiri, Jacqueline Murray, Stephanie Siemek, Carmera Thomas

19. Tool: FEEDBACK
Water Quality Testing (The test sites are the blue circles)
This tool was used as our measurement. Water samples were taken from the sites in blue. The results were sent out via “The Poopy Times” newsletter.

20. Date & Inches of Rainfall CFU (Colony Forming Unit)
Suitable levels for enterococci in waters are 104 cfu/100mL for a single sample.1
Red numbers indicate readings that are unsafe for human contact.2
Enterococci CFU/100mL
Station
Date & Inches of Rainfall
3/30/2014 (3" rain)
4/7/2014 (0.48" rain)
4/26/2014 (0" rain)
6/5/2014 (0.55" rain)
11/6/14 (0.3" rain)
11/26/14
(0.55” rain) 1
7400
300
108
6250
13700
7180 2
7200
220
120
10000
24900
9820 3
7500
240
116
10750
32550
7600 4
4100
740 88
11900
10200
10040 5
2800
820 84
10700
3520
9000
CFU (Colony Forming Unit)
The numbers indicate that there actually was not a decrease in colony forming units of bacteria.
¹United States Environmental Protection Agency, E.coli and enterococci. Clean Water Act Reporting Requirements. 7/16/2009: epa.gov
2The water samples were collected by the group and tested by Sally Hornor (Anne Arundel Community College).

21. Tool: COMMUNICATION “The Poopy Times”
The first tool, Communication, was used to inform the neighborhood about the group, remind them to pick up their pets’ waste and give general facts about how bacteria can negatively affect water quality. Erin created this newsletter and did a great job using the target list to mail out the information.

22. Tools: PROMPT & COMMITMENT
Magnet Door Hanger
The tools Prompt & Commitment overlapped a little. The prompt tool is simple. It reminds the audience to do something. The magnet is a quick reminder to pick up the waste with simple instructions, SCOOP IT, BAG IT, TRASH IT. The door hanger was also a prompt and a communication tool, by giving information about human health and water quality and how pet waste bacteria is a problem when left on the yard. These were given out door-to-door while gathering pledges. Some residents actually committed to changing their behavior on a pledge. This can be very effective when people believe that their behavior change will make a difference.

23. Tools for YOU
WSA Website: Behavior Change Pages Fostering Sustainable Behavior

24. Community Assessment Presentations February 2, 2017
5-7 minutes per person, in small groups
You do NOT have to do a presentation, but you do have to have a visual aid, or hands on component.
You will get feedback and ideas from your classmates.

25. Community Assessment Presentations What to include?
Identify your community
Share the results of your community assessment
Identify your target audience
Identify a behavior
How will you engage your audience?

26. How to bring your presentation to class
If using a PPT, please upload your presentation to Chesapeake Network, no later than Feb 1. Contact Brad for technical assistance if you need it.