1. Make Your Aim More Accurate Annette Frahm Sage Environmental

2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” ― Nido Qubein “In the absence of clearly defined goals, we become strangely loyal to performing daily acts of trivia.” ― Unknown A clear aim increases your impact

3. Make your aim more accurate 1. Know where you’re going 2. Know your target audience 3. Craft a clear, coherent strategy

4. 1. Know where you’re going a. What are your long- term goals? b. What do you want this project to accomplish? c. What do you want your audience to do?

5. What’s the goal? More recycling ≠ less waste

6. Beyond Waste goals ► Reduce wastes and toxic substances used ► Use resources more efficiently; use excess materials as resources ► Balance business needs and environmental protection ► Use sustainability principles in making decisions

7. A good objective is concrete ► Realistic  Possible for you to do ► Specific  What? When? ► Measurable  How many? "If you don't know where you are going, you might wind up someplace else." ―Yogi Berra ― Yogi Berra

8. Concrete objective ► Increase the number of new callers to the Hotline by 1,000 in 2006, especially residents of King County outside of Seattle

9. Selecting your target audience ► Pollutes most? ► Most at risk? ► Has most at stake? ► Makes decisions? ► Influences others? ► Reachable? ► Responsive?

10. 2. Know your target audience ► Get outside and ask! ► Crucial questions:  What are barriers to changing behavior?  What might overcome barriers? Where are opportunities? ► Find out knowledge, beliefs, skills, motivations “No man really becomes a fool until he stops asking questions.” ― Charles Steinmetz

11. Rubbish Rebels: Analysis ► Younger males ► Heavy, deliberate polluters ► Motivators/barriers to change  Concern with image, peers, being “cool”  Don’t care about environment, neighborhood  Interested in the future ► Car enthusiasts

12. Rubbish Rebels: Strategies ► Partnerships with car clubs  Credibility, peer to peer ► Strategic radio advertising  Targeted station & time ► Partnerships with auto parts stores  Posters, counter cards, floor graphics

13. Rubbish Rebels: Results ► Used oil collection: 9% increase over previous year ► Calls to hotline for oil recycling info: 120% increase

14. 3. Craft a clear, coherent strategy a. Use what you have learned Barriers, benefits, opportunitiesBarriers, benefits, opportunities Messages, deliveryMessages, delivery b. Learn from others’ experiences www.toolsofchange.com/www.toolsofchange.com/www.toolsofchange.com/ www.cbsm.com/www.cbsm.com/www.cbsm.com/

15. 3. Craft a clear strategy (cont.) c. Use key behavior change principles Information ≠ behavior changeInformation ≠ behavior change Learn moreLearn more d. Keep it simple >150,000 commercials by age 35

16. Making my own aim more accurate “I always wanted to be somebody, but I should have been more specific.” ― Lily Tomlin/Jane Wagner

17. What about you? ► What are you trying to accomplish? ► Who do you want to reach? ► How clear are your strategies? ► How accurate is your aim?

18. Contact info Annette Frahm Sage Environmental 7712 11 th Ave NW Seattle, WA 98117 206-789-7001 (phone) 206-789-7021 (fax) afrahm@sageenviro.com www.sageeenviro.com afrahm@sageenviro.com www.sageeenviro.com