1. Marketing Surrounds Us!

2. Rare uses the power of pride and the methods of social marketing to advance conservation.

3. Once upon a time, it was NOT second nature

4. can prevent forest fires drive drunk Pop Quiz! Friends don’t let friends

5. Marketing: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives”. » The American Marketing Association

7. Design an Ad!!!

8. The Problem Poaching of turtle eggs in Mexico for consumption is leading to the decline of an endemic turtle population

9. The Opportunity Free full-page advertising space on second page of the National newspaper You have 20 minutes to write an ad that will stop the poaching of turtle eggs! Be prepared to present your ad to the group

10. Presentation of Ads What was your goal? Who was your target audience? – What did you want them to KNOW? – What did you want them to FEEL? – What did you want them to DO? How will you measure impact of your ad?

12. Inspiring People: A Story of Pride

13. Social Marketing Use of marketing techniques to improve social well-being by changing behavior and attitudes about social concerns, creating a change in the entire system or community.

14. Which Ones do You Follow? Floss your teeth every day Don’t drive while talking on your cellphone Wear a helmet when riding a motorcycle or bike Exercise 3 times per week Wear a seatbelt Don’t smoke Don’t litter Recycle old batteries Don’t drink and drive Eat 5 servings of vegetables per day Get 8 hours of sleep every night

15. Comparison: Commercial and Social Marketing Commercial Marketers – Behavioral goals: clearly defined, immediate, strong short- term measures – Accountability: private, e.g. shareholders – Relationships: commonly competitive – Audience: Mostly accessible targets and audiences Social Marketers – Behavioral goals: more complex and challenging, sustained action over long term – Accountability: public – Relationships: based on building trust – Audience: Challenging high risk targets and audiences (more complex barriers)

16. When is Social Marketing Appropriate? Caused by human activities Knowledge of target audiences Awareness and behavior change possible Community support critical for sustainability Cost effective

17. Social Marketing Goals Identify a need detrimental to environment Educate the community Motivate the community Provide knowledge & tools

18. Social Marketing Complements Regulations Subsidies Information exchange Environmental education Policy & advocacy And more…

19. Rare Pride No silver bullet – one more tool