1. A Market Transformation Planning Framework CUWCC February 19, 2015

2. At Last ITP Meeting

3. Since November ITP Meeting From Report to Framework – Recast in Market Transformation Language – Reformatted using ITP categories – Added: Many points from many eyes Thank you Council Landscaping Committee & other reviewers

4. Presentation Goals Share & Align Our Work with Yours

5. Market Transformation Plan -A strategic process... -to intervene in a market …. -to create lasting change in market behavior …. -by removing barriers and exploiting collaboration opportunities …. -to accelerate the adoption of sustainable landscaping as a matter of standard practice.

6. The Traditional View

7. The Refined View: The Chasm

8. The Tipping Point

9. Getting to the Tipping Point A Plan ! Getting to “A Plan”: – A Planning “Framework” Council Spring 2015 Goal: – From “Framework” to “Plan”

10. Planning “In preparing for battle, I have always thought that plans are useless, but planning is indispensable.” Dwight D. Eisenhower

11. STEP 1 Identify Barriers

12. Nine Barriers Buy-In to the Watershed Approach Needed Unified Leadership, Collaboration & Outreach Needed Inadequate Economic Incentives Fear of Breaking Social Norms Ineffective, Inconsistent Messaging Educated & Trained Workforce Needed Performance Criteria Needed Insufficient Codes, Standards & Enforcement Insufficient Knowledge

13. STEP 2 Identify Interventions & Efforts

14. Six Interventions Building a Business Case Redefining End User Values and Behaviors Devising Effective Messaging and Branding Improving Education, Training, Certification & Licensing Designing Pilot Programs and Performance Criteria Develop and Enforce Codes, Standards and Regulations

15. Three Pervasive Efforts Develop Buy-In to Watershed Concept Build Effective Leadership, Outreach and Collaboration Conduct Necessary Research

16. STEP 3 Match Interventions & Efforts to Barriers

17. Table 4

18. STEP 4 Prioritize Interventions & Efforts

19. Develop Filters Time Frame for Implementation – short-term, mid-term, long-term Resource Intensity – Staff time, expertise, financial – $, $$, $$$ Overall – Top Priority, Mid-, Lowest-

20. Prioritize Table 6: – Organized by Nine Barriers Table 7: – Organized by Overall Priorities, Time Frame, and Resource Needs

21. Table 6 Excerpt

22. Table 7 Excerpt

23. Appendices A: Research Priorities B: Placeholder: – Roles & Responsibilities, Available and Needed Resources, Target Dates C: New Norm Infographic D: Summary of November ITP Presentations

24. Next Steps ITP Input Urban Stakeholder Committee Input – March 26 Broad Stakeholder Group Review – April 15

25. Goals Complete “Shop-able Draft” – May 2015 Organize Stakeholder “Steering- like Committee” – June 2015

26. Key Questions Are we missing any big pieces? Are there any glaring errors? How can we get your input on relative priorities?

27. Thank You ! Send Comments to: – Landscape@cuwcc.orgLandscape@cuwcc.org Contact Me Directly at: – Greg@cuwcc.orgGreg@cuwcc.org