Aileen Barclay, BSc, Resource Management Strategies Inc.

1. Determine Objective 2. Know Your Audience 3. Assess your Competition 4. Create Messaging 5. Provide a Path of Least Resistance 6. Pitch It

(And why do I have a picture of Disney World in this presentation?)

Be specific about your call to action Example: Getting landowners to buy a minimum of 200 saplings from the Random Conservation Authority and plant them in the spring of 2013. Orders to be placed by December 15th, 2012.

Determine and describe your specific target market to call to action… o Who is your ideal audience? Be specific, not “the public” o What are their general characteristics, preferences, priorities? o What are their barriers and/or misconceptions to participation?

Use market research: Quantitative: primary, secondary Qualitative: social media, comments, blogs

Comment on Climate Change Article:

“Just a left-wing agenda at work making stuff up. There were lots of heat waves in the 80's when I grew up..”

Parents aged 35-45, with young children, owning rural properties that are 10 acres or larger in the Random Creek Watershed Priorities: Work/career, kid’s sports, price friendly, do-it-yourself home improvement, family time Characteristics: individualistic, resourceful and self-sufficient, dislike micro-management Barriers: Do not like to waste time or be unproductive. Budgets need to be justified. Don’t have time or knowledge to plant trees

Who is the competition? o Identify messages, programs and activities that compete with yours o Examine the competition’s messaging and marketing efforts o How have the competition succeeded?

Example: Competition for tree planting on rural properties: o Money, sports and extra curricular activities, home renovations, lack

of justification/need, video games, grass, time, others?

Photo: Wikipedia Photo: lovelyra.hubpages.com

Effective messages will: Catch attention Meet needs Identify the benefits and rewards to “them” Address and overcome barriers/objections Use the terms “you” rather than “we” or “us” Use wording/terms similar to the competition Create excitement: “Get ready for the breathtaking, power-

packed _____________ tournament as the top players in the world showcase their skills, stamina and style”

Sustainable Landscape Program

“Not locally invasive” “Adapted to local conditions”

“Help sustain local ecosystems”

“Ornamental qualities”

HGTV.com “The Competition” “Excellent spreaders”

“Clear favourite” “Ideal choice”

“Cheerful” “Huge array of colours”

Some things to consider when drafting your messages: o Identify the benefit for them, not you o Keep in mind how much traffic your message must get

through o How will your message be something they look for, see

and listen to? o Stay stylish: “There’s no rule that says you can’t hug

trees wearing Prada”

Be aware that people: o Have a sense of false uniqueness. They typically follow the herd (www.freakonomics .com/radio: “Riding the Herd Mentality”) o Have attitudes do not predict their behaviour – They overstate their

environmental efforts o Want to be acknowledged for their “altruistic” efforts o Want something more if it is limited in amount or time…

Now try the same approach for your

programs

Photo: disneyworldtickets.com

Once you have them interested and ready to act, give them a path of least resistance… o Provide a process that requires the least level of effort

on their part o Eliminate as many obstacles as possible during the

process o Continue the messaging concept through the process –

Be the Mickey Mouse! o Consider related add-ons i.e. Tips and Tricks for parents

to make your family tree plant fun and educational for your whole family!

Original: “With over 15,000 tree seedlings being planted throughout local watersheds in the

Random Conservation Authority 2012 planting season, the Random Conservation Authority is

encouraging landowners to think about planting for the 2013 this fall.”

New: “Random Conservation Authority is offering you and your family an opportunity to leave a legacy by planting your very own forest! It’s a

great way to work as a team, gets some fresh air and exercise and to do something great for the

earth. Quantities and pricing are limited. Contact us at

legacy@rca.on.ca to secure your order!”

Even the best idea may hit resistance from upper management or communications departments

Create a one page “pitch” that includes: • Identify the problem (be honest!) • Proposed Solution and why it will work. • “Competitive” advantage • Key Metrics: How to measure the success? What are the

quantitative benefits vs. business as usual? • Budget (include ROI)

For more information contact info@rmsi.ca