Cheryl M. CalaustroGuam Department of Agriculture

“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”.

The American Marketing Association

Recovery of Guam’s native birds in the wild

Invasiveor predatory species

•Support landscape control•Report invasive species•Reduce feral animals

Provide knowledge or tools to support invasive/ predatory species reduction

Increase discussions regarding invasive/ predatory species

Increase positive attitudes regarding native species recovery/ invasive species control plans

Increase knowledge of Guam’s endangered, threatened species and impacts of invasive or predatory species

Media

Presentations

Meetings

Biosecurity tools

Public events

Training

BTS Bootcamp

Synergistic opportunities

BTS Workshop

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Community-led – the approach must engage and empower the local communities to take control of natural resource management

Demand-driven – any final strategy must be community/partner owned and approved

Complementary - the final strategy must fit into other initiatives in the region and add value to partners and any regional activities currently underway.

Capacity – the final approach will seek to strengthen the ability of partners and communities to successfully participate in the program and then continue and replicate this work on their own even after the program has finished.