Conservation Action Marketing Conservation Action Marketing - PDF document

Conservation Action Marketing Clinic April 2005 Banff, Alberta “ Engaging people is “ Engaging people is what it’ what it ’s all about. s all about. Spreading awareness. Spreading awareness. Helping people see Helping people see they can make a they can make a difference. And then difference. And then inciting them to take inciting them to take action.” action. ” Hon. David Anderson July 12, 2000, Hon. David Anderson July 12, 2000, talking about the proposed talking about the proposed Educate Educate Species at Risk Act Species at Risk Act . . Motivate Motivate Initiate Initiate Clive Callaway The Living by Water Project 11

� � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta We Remember: We Remember: � 10% of what we 10% of what we read read � 20% of what we hear 20% of what we hear � 30% of what we see 30% of what we see � 50% of what we see 50% of what we see and hear and hear � 80% of what we say 80% of what we say � 90% of what we 90% of what we say and do say and do Conservation Action Marketing Conservation Action Marketing Conservation Conservation marketing is about marketing is about building a building a relationship with relationship with your audience. your audience. � Personal contact Personal contact � Mass marketing Mass marketing � Point of sale Point of sale Clive Callaway The Living by Water Project 12

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Conservation Action Marketing Conservation Action Marketing centred rather than organization rather than organization � Client Client- -centred or product or product- -centred centred � Solution Solution- -oriented oriented rather than problem rather than problem- - oriented oriented � Emphasis on Emphasis on tips tips (applied knowledge) (applied knowledge) rather than facts for their own sake rather than facts for their own sake Conservation Action Marketing Conservation Action Marketing � Knowing, really knowing Knowing, really knowing, the audience , the audience � Stimulating enlightened self Stimulating enlightened self- -interest interest � Identifying barriers to behaviour change Identifying barriers to behaviour change and addressing them and addressing them � Anecdotes, benefit statements, fear of Anecdotes, benefit statements, fear of loss, reward and a loss, reward and a “ “challenge challenge” ” � Simple language rather than scientific or Simple language rather than scientific or jargon terms jargon terms Clive Callaway The Living by Water Project 13

� � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Conservation Action Marketing Conservation Action Marketing � Based on research showing that initiatives Based on research showing that initiatives to promote behaviour change are most to promote behaviour change are most effective at the community level, involving effective at the community level, involving direct contact with people direct contact with people � Develops strategies to remove barriers to Develops strategies to remove barriers to behaviour change behaviour change � Uses concepts of traditional marketing Uses concepts of traditional marketing like: like: � AIDA (Attention, Interest, Desire, Action) AIDA (Attention, Interest, Desire, Action) � The four The four “ “P P” ”s s – – Product, Place, Price, Promotion Product, Place, Price, Promotion AIDA AIDA � Attention: Attention: Capture the audience Capture the audience’ ’s s attention attention � Interest: Interest: Secure their interest Secure their interest � Desire: Desire: Instill desire for the product or Instill desire for the product or service service � Action: Action: Incite them to action to purchase Incite them to action to purchase or adopt or adopt Clive Callaway The Living by Water Project 14

� � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Important Marketing Concepts Important Marketing Concepts � Incorporate the 4 Incorporate the 4 “ “P P” ”s s � Product / service (enticing Product / service (enticing – – beneficial) beneficial) � Price (perception of value) Price (perception of value) � Places (suit audience and fit lifestyle) Places (suit audience and fit lifestyle) � Promotion (creative) Promotion (creative) � Segment markets Segment markets � Watch purism / idealism Watch purism / idealism Important Marketing Concepts Important Marketing Concepts � Influencing individual Influencing individual action is the end objective action is the end objective � Customer centred; benefit Customer centred; benefit led led � Benefits must be Benefits must be perceived to be greater perceived to be greater than costs than costs � Understand your target Understand your target audience and its needs audience and its needs Clive Callaway The Living by Water Project 15

� � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Conservation Action Marketing Conservation Action Marketing � People People always always act act in their own self- in their own self - interest. interest. � People are not People are not against you; they you; they against are merely for are merely for themselves. themselves. Marketing to Ethnic Communities Marketing to Ethnic Communities � Survey and understand Survey and understand needs of targeted ethnic needs of targeted ethnic group group � Plan activities and Plan activities and programs to address needs programs to address needs � Network with ethnic Network with ethnic- -based based communities and media communities and media � Reach out to other ethnic Reach out to other ethnic- - based organizations based organizations Clive Callaway The Living by Water Project 16

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Marketing to Ethnic Communities Marketing to Ethnic Communities � Coordinate programs to coincide with Coordinate programs to coincide with different ethnic and cultural festivals and different ethnic and cultural festivals and events events � Respect and incorporate cultural Respect and incorporate cultural- -specific specific philosophy and spirituality philosophy and spirituality � Provide bilingual info and interpretation Provide bilingual info and interpretation Source: Joseph Lin, Taiwanese Canadian Intercultural Green Club Source: Joseph Lin, Taiwanese Canadian Intercultural Green Club Products and Services Products and Services � Develop products and services to meet Develop products and services to meet customer needs, including overcoming customer needs, including overcoming obstacles obstacles � Explore creative partnerships in meeting Explore creative partnerships in meeting customer needs customer needs Clive Callaway The Living by Water Project 17

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Matching Product to User Needs Matching Product to User Needs Full Service Marketing Full Service Marketing � Supporting grants / Supporting grants / loans loans � Info support Info support � Discounted products Discounted products � Other additional Other additional services services � Help establish peer Help establish peer support groups support groups Clive Callaway The Living by Water Project 18

� � � � � � � � � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Full Service Marketing to meet Full Service Marketing to meet Waterfront Resident Needs Waterfront Resident Needs Discount coupons Discount coupons Convenient access to suppliers Convenient access to suppliers Partnerships with native plant Partnerships with native plant nurseries; septic installers nurseries; septic installers Peer support Peers available to answer Peer support Peers available to answer questions; provide “ “norms norms” ” questions; provide Access to financial support Low interest loan program Access to financial support Low interest loan program Marketing Plan Marketing Plan � Overall mandate / objective Overall mandate / objective � Market analysis Market analysis – – identify and identify and segment audience segment audience � Barriers for behaviour change for each Barriers for behaviour change for each segment segment � Communication and promotion plan Communication and promotion plan � Distribution plan Distribution plan � Implementation (including Implementation (including monitoring, partnerships, etc.) monitoring, partnerships, etc.) Clive Callaway The Living by Water Project 19

Conservation Action Marketing Clinic April 2005 Banff, Alberta Original Original communication communication and distribution and distribution plan for targeting plan for targeting waterfront waterfront residents (1998) residents (1998) Product Evaluation Product Evaluation Overall Satisfaction With Living By Water Products And Services Very satisfied 81% Somewhat Very satisfied dissatisfied 15% 4% Survey Results – Survey Results – August 2002 August 2002 CV Marketing Research – – National Survey National Survey CV Marketing Research Clive Callaway The Living by Water Project 20

� � Conservation Action Marketing Clinic April 2005 Banff, Alberta Community- -based Social based Social Community Marketing in Action Marketing in Action Norms Norms � Make new norms visible (e.g. Make new norms visible (e.g. Natural Natural shorelines – shorelines – the new the new “ “Fashion Fashion Statement” ”!) !) Statement � Use personal contact to reinforce norms Use personal contact to reinforce norms (e.g. “ “peer to peer peer to peer” ” support) support) (e.g. Clive Callaway The Living by Water Project 21

� Conservation Action Marketing Clinic April 2005 Banff, Alberta � Establishing a Establishing a new new “ “norm norm” ” can backfire. can backfire. Eg “ “messy messy Eg lawn” ” with a with a lawn Pesticide Free Pesticide Free sign. sign. Clive Callaway The Living by Water Project 22

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Commitment Commitment � Consider the Consider the incremental rule incremental rule (e.g. (e.g. “every metre counts every metre counts” ”) ) “ � Recognize what Recognize what’ ’s already being done s already being done � Go for written over verbal commitments Go for written over verbal commitments � Try for public commitments (e.g. Shoreline Try for public commitments (e.g. Shoreline Action Challenge) Action Challenge) � Try working through groups (e.g. Try working through groups (e.g. Cottagers’ Cottagers ’ Associations) Associations) Clive Callaway The Living by Water Project 23

� � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Thinking Outside the “ “Setback Box Setback Box” ” Thinking Outside the Modified from On the Living Edge Modified from On the Living Edge Commitments Commitments � Actively involve the person Actively involve the person � Use existing points of contact to obtain Use existing points of contact to obtain commitments (e.g. insert in magazines) commitments (e.g. insert in magazines) � Avoid coercion (use soft sell instead) Avoid coercion (use soft sell instead) � Avoid the potential of confusion or Avoid the potential of confusion or misunderstandings (e.g. Don’ ’t call it a t call it a misunderstandings (e.g. Don “pledge pledge” ” program!) program!) “ Clive Callaway The Living by Water Project 24

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Prompts (Reminders and Triggers) Prompts (Reminders and Triggers) � Use to encourage and Use to encourage and engage engage people in people in positive behaviour positive behaviour � Make prompts noticeable (e.g. Shoreline Make prompts noticeable (e.g. Shoreline Ambassador fridge magnet) Ambassador fridge magnet) � Make them self Make them self- -explanatory (e.g. explanatory (e.g. “ “I want I want clean water” clean water ”; ; “ “I want to protect my I want to protect my shoreline property” ”) ) shoreline property � Present in as close proximity as possible to Present in as close proximity as possible to where the action is to be taken (e.g. “ “peer peer where the action is to be taken (e.g. to peer” to peer ” at the door at the door Incentives Incentives � Quick positive feedback: time the Quick positive feedback: time the presentation of the incentive as closely as presentation of the incentive as closely as possible to when the behaviour is to occur possible to when the behaviour is to occur � Use incentives to reward positive Use incentives to reward positive behaviour, rather than using disincentives behaviour, rather than using disincentives to punish negative behaviour to punish negative behaviour � Make the incentive as visible as possible Make the incentive as visible as possible (e.g. VanCity loan program) (e.g. VanCity loan program) Clive Callaway The Living by Water Project 25

� � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Incentives Incentives � Be cautious about removing incentives Be cautious about removing incentives � Prepare for people Prepare for people’ ’s attempts to avoid the s attempts to avoid the incentive (e.g. VanCity loan rebate incentive (e.g. VanCity loan rebate provision) provision) � Be consistent across your target region Be consistent across your target region (e.g. watch for socio- -economic and economic and (e.g. watch for socio geographic inconsistencies) geographic inconsistencies) � Make use of non Make use of non- -monetary incentives monetary incentives � Employ Employ fear of loss fear of loss as an incentive as an incentive Shoreline Awards Program Shoreline Awards Program � Recognize efforts / Recognize efforts / success in protection success in protection and restoration and restoration � National scope with National scope with local, regional, local, regional, provincial levels provincial levels � Range of awards Range of awards � Stickers Stickers � Certificates / plaques Certificates / plaques � Publicity Publicity � Other Other Clive Callaway The Living by Water Project 26

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 27

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 28

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 29

� � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Trends Trends � Baby boomers fuelling Baby boomers fuelling demand (9.6 million demand (9.6 million Canadians by 2011) Canadians by 2011) � 50% of cottage owners and 50% of cottage owners and potential purchasers want potential purchasers want “ “peace and tranquility peace and tranquility” ” � Key feature Key feature – – a dock a dock � “ “Urbanization Urbanization” ” of the cottage of the cottage Trends Trends There are many There are many more people looking more people looking for recreational for recreational property than there property than there is property available is property available (2003 Royal LePage (2003 Royal LePage survey). survey). Clive Callaway The Living by Water Project 30

� � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Consumer Trends Consumer Trends � Native plants Native plants increasingly popular increasingly popular � Xeriscaping with plants Xeriscaping with plants that tolerate local that tolerate local conditions conditions – – linked to linked to water conservation water conservation programs programs � Pesticide Pesticide- -free programs free programs Red Osier Dogwood Red Osier Dogwood Clive Callaway The Living by Water Project 31

� � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Consumer Trends Consumer Trends � Consumer demand for sustainable Consumer demand for sustainable developments which protect shorelines – developments which protect shorelines – e.g. e.g. Peter Hope Lake Resort (cottage development, Peter Hope Lake Resort (cottage development, Nicola Valley) Nicola Valley) Other Trends Other Trends � New approaches / regulations New approaches / regulations – – performance standards / transferring performance standards / transferring responsibility to local level responsibility to local level � Trend to Trend to “ “dis dis- -integration integration” ” – – e.g. Health e.g. Health (West Nile Virus); Fire (FireSmart) (West Nile Virus); Fire (FireSmart) � Risk management / litigation driving force Risk management / litigation driving force � Emotional attachment to our land Emotional attachment to our land � Environmental Environmental “ “police police” ” – – eyes on the land / eyes on the land / water / shoreline etc. water / shoreline etc. Clive Callaway The Living by Water Project 32

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Other Trends Other Trends � Forensic Forensic fecology fecology – – can trace sources of can trace sources of contaminants in water from septic systems contaminants in water from septic systems using DNA fingerprinting using DNA fingerprinting � People become more conservative during People become more conservative during times of war times of war � Other??? Other??? Environmental Due Diligence Environmental Due Diligence � A necessary consideration in today A necessary consideration in today’ ’s s business transactions business transactions � Complex laws can impose Complex laws can impose significant significant environmental liabilities on on environmental liabilities purchasers, sellers and lenders – purchasers, sellers and lenders – whether or not they caused the whether or not they caused the , and whether or not they still problem , and whether or not they still problem own the property own the property Clive Callaway The Living by Water Project 33

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 34

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 35

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Section 3 Section 3 Understanding Audience Needs Understanding Audience Needs Tools for Understanding your Tools for Understanding your Audience Audience � Triangulate input research Triangulate input research � Background research (secondary sources) Background research (secondary sources) � Focus groups Focus groups � One on one conversations One on one conversations � Structured interviews Structured interviews Clive Callaway The Living by Water Project 36

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Understanding your Target Understanding your Target Audience Audience � Develop profiles of the primary target Develop profiles of the primary target audience audience � Demographics (age, sex, other Demographics (age, sex, other characteristics) characteristics) � Psychographics (activities, interests, opinions) Psychographics (activities, interests, opinions) Know Your Know Your Audience Audience � Literacy Literacy � Perceptions Perceptions � Intrigued with Intrigued with “sticks sticks” ” on nose on nose “ � Tears = eye Tears = eye infection infection � Age of those who Age of those who tended for cows tended for cows Clive Callaway The Living by Water Project 37

� � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Matching the product to the Matching the product to the audience needs audience needs � Finding common ground Finding common ground � Interviews Interviews � Focus groups Focus groups � Surveys Surveys � Developing products Developing products � Products (or services) to meet audience needs Products (or services) to meet audience needs Case Example - - Texas littering Texas littering Case Example problem problem � First response: highway signage asking First response: highway signage asking “the public the public” ” not to litter not to litter “ � Research to understand who was littering Research to understand who was littering – – young adult males 16 – – 25 25 young adult males 16 � Focus groups showed this audience was Focus groups showed this audience was motivated by pride in Texas motivated by pride in Texas � Led to a very effective campaign which Led to a very effective campaign which reduced the littering problem substantially reduced the littering problem substantially – both both incentives incentives and and fear of loss – fear of loss Clive Callaway The Living by Water Project 38

Conservation Action Marketing Clinic April 2005 Banff, Alberta Products for the Target Market Products for the Target Market Clive Callaway The Living by Water Project 39

� Conservation Action Marketing Clinic April 2005 Banff, Alberta Case Example: Meeting Realtors’ ’ Case Example: Meeting Realtors Needs Needs Shoreline Property Shoreline Property It’ ’s s Very Very Different! Different! It Tip 1 Tip 1 � Speaker should have credibility with Speaker should have credibility with audience audience Clive Callaway The Living by Water Project 40

� � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Biographical notes - - Clive Callaway, Clive Callaway, Biographical notes M.E.Des. M.E.Des . � Shoreline resident; former resort operator. Shoreline resident; former resort operator. � Former Former “ “mini mini” ” developer; created and developer; created and marketed waterfront bareland bareland strata; strata; marketed waterfront worked with realtors. worked with realtors. � Land use planner involved in lakeshore Land use planner involved in lakeshore development guidelines (for both private development guidelines (for both private sector and municipalities). sector and municipalities). � Co Co- -founder, The Living by Water Project. founder, The Living by Water Project. Tip 2. Match the product to the Tip 2. Match the product to the audience audience Messages Messages Target Target of resource of resource audience (eg audience ( eg managers managers realtors) realtors) Common Ground: Common Ground: � Customer service Customer service � Due diligence Due diligence Clive Callaway The Living by Water Project 41

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Shoreline Welcome Pack Shoreline Welcome Pack � “ “On the Living Edge On the Living Edge” ” � Materials for children (quiz and activity Materials for children (quiz and activity sheet, color handouts, decals) sheet, color handouts, decals) � Brochures and flyers Brochures and flyers � Community resources Community resources � Other ideas Other ideas… …discount coupon for local discount coupon for local services? services? Clive Callaway The Living by Water Project 42

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Shoreline Welcome Pack Shoreline Welcome Pack � Local resources Local resources � Contacts for local groups, agencies, Contacts for local groups, agencies, contractors in area contractors in area � Handouts with local resources and support Handouts with local resources and support � Brochures Brochures – – e.g. local lake group materials, e.g. local lake group materials, BC Cottage Owners Association brochure BC Cottage Owners Association brochure � Magazines for shoreline residents Magazines for shoreline residents � Real Living Magazine Real Living Magazine � Cottage Magazine Cottage Magazine Clive Callaway The Living by Water Project 43

� � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Reducing the Risk of Litigation, Reducing the Risk of Litigation, Criminal Charges and Bylaw Criminal Charges and Bylaw Infractions Infractions � Jurisdictions Jurisdictions � Regulation Regulation � Best practices Best practices When you advise your When you advise your clients… … clients Clive Callaway The Living by Water Project 44

� � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Due Diligence Implications Due Diligence Implications � Help your clients be Help your clients be informed about informed about shoreline property shoreline property � Give them a copy of Give them a copy of On On the Living Edge the Living Edge – – Your Your Handbook for Waterfront Handbook for Waterfront Living Living (and read the book (and read the book yourself) yourself) � Hot market advice Hot market advice � Get your clients Get your clients (purchasers) to read the (purchasers) to read the book book Don’ Don ’t Confuse or Mix Audiences t Confuse or Mix Audiences Clive Callaway The Living by Water Project 45

Conservation Action Marketing Clinic April 2005 Banff, Alberta Case Study Case Study What is wrong What is wrong with this with this cover? cover? Clive Callaway The Living by Water Project 46

Conservation Action Marketing Clinic April 2005 Banff, Alberta Mixed messages? Mixed messages? Clive Callaway The Living by Water Project 47

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Encouraging Sustainable Behaviour Encouraging Sustainable Behaviour � Take a community Take a community- -based social marketing based social marketing approach approach � Based on research in social sciences Based on research in social sciences � Behaviour change is best achieved Behaviour change is best achieved through community through community- -level initiatives level initiatives � Focus is on removing barriers and Focus is on removing barriers and illustrating the benefits of the proposed illustrating the benefits of the proposed behaviour change behaviour change Behaviour Change Principles Behaviour Change Principles � Getting involved as the first step; making Getting involved as the first step; making a commitment makes people more likely a commitment makes people more likely to act to act � Feedback and follow Feedback and follow- -up are important up are important � Role models are important Role models are important � People will listen first to friends, relatives, People will listen first to friends, relatives, or other who they see as credible (peers) or other who they see as credible (peers) Clive Callaway The Living by Water Project 48

� � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Behaviour Change Principles Behaviour Change Principles � Incentives may change short Incentives may change short- -term, but term, but not long not long- -term, behaviour term, behaviour � Present information effectively; make it: Present information effectively; make it: � Vivid Vivid – – use graphics, illustrations, diagrams use graphics, illustrations, diagrams � Personal Personal – – use anecdotes use anecdotes � Specific and concrete Specific and concrete � Emotional Emotional � In terms people relate to In terms people relate to – – fear of loss motivates fear of loss motivates more than possibility of reward. more than possibility of reward. One Analyst’ ’s s Behaviour Behaviour Change Change One Analyst “Myths Myths” ” 1 “ 1 � Crisis leads to change Crisis leads to change � Change is motivated by fear Change is motivated by fear � People will change if they understand the People will change if they understand the facts facts � Radical sweeping changes are harder to Radical sweeping changes are harder to make than small gradual changes make than small gradual changes � We can We can’ ’t change because our brains are t change because our brains are hardwired early in life hardwired early in life 1 Alan 1 Alan Deutschman Deutschman, 2005, cited by Jack Wilbur , 2005, cited by Jack Wilbur Clive Callaway The Living by Water Project 49

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Creating Positive Relationships Creating Positive Relationships � Be customer driven Be customer driven � Assume the resident Assume the resident “ “wants to do it right wants to do it right” ” � Stress benefits to the client Stress benefits to the client � Start by suggesting small changes Start by suggesting small changes � Practise active listening Practise active listening Some Tips Some Tips � Building trust Building trust � Building credibility Building credibility � The The “ “peer pressure engine peer pressure engine” ” Clive Callaway The Living by Water Project 50

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Case Example Case Example � Target audience Target audience – – shoreline residents shoreline residents � Consider age, Consider age, income, and who is income, and who is giving message giving message (i.e. another (i.e. another shoreline resident) shoreline resident) Note use of Note use of metaphor metaphor Case Example – – On the Living Edge On the Living Edge Case Example � Anecdotes: Anecdotes: “ “peer to peer peer to peer” ” � Tips: applied, practical Tips: applied, practical information information � Fear of loss: e.g. loss of Fear of loss: e.g. loss of land, wealth, health, threat land, wealth, health, threat of civil law suit, criminal of civil law suit, criminal charges charges � Reward / benefit: the carrot Reward / benefit: the carrot � Did you know Did you know’ ’s: information s: information and facts and facts Clive Callaway The Living by Water Project 51

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Easing Fears Easing Fears Fears may include: Fears may include: � Infringement upon property rights Infringement upon property rights � “ “Front Front” ” for something else (e.g. for something else (e.g. government; environmentalists) government; environmentalists) � Fear of change Fear of change � Pet control Pet control � Decrease in property value Decrease in property value Concern with infringement upon Concern with infringement upon property rights property rights Fear of possible local bylaw Fear of possible local bylaw prompted owner to top trees prompted owner to top trees and shrubs to waist height and shrubs to waist height throughout riparian zone throughout riparian zone Clive Callaway The Living by Water Project 52

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Easing Fears Easing Fears Fears may include: Fears may include: � Loss of views of the water Loss of views of the water � Neighbour Neighbour’ ’s views onto their property s views onto their property (“ “What will my neighbours think? What will my neighbours think?” ”) ) ( � Financial obstacles Financial obstacles Implication: go with care when doing Implication: go with care when doing outreach outreach Gender Issues Gender Issues � Women tend to be more receptive to: Women tend to be more receptive to: � environmental messages environmental messages � making changes making changes � Outdated notions of gender stereotypes Outdated notions of gender stereotypes still exist still exist Clive Callaway The Living by Water Project 53

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Regulations and Other Influences Regulations and Other Influences � Fees to restore shorelines Fees to restore shorelines – – sometimes sometimes considered considered “ “development development” ” � Changing the Changing the “ “fashion fashion” ” � Weed bylaws Weed bylaws � Appraisers Appraisers – – negative attitudes about negative attitudes about “ “weedy weedy shorelines” ”; gravel roads ; gravel roads shorelines � Municipal parks Municipal parks Marketing Concepts Marketing Concepts � Analyze and beware of competing Analyze and beware of competing influences that sustain existing behaviour influences that sustain existing behaviour � Monitor Monitor “ “marketplace marketplace” ” and be flexible to and be flexible to different strategies different strategies � Develop strategies to remove barriers to Develop strategies to remove barriers to behaviour change behaviour change Clive Callaway The Living by Water Project 54

� � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Barriers Barriers May be: May be: � Internal (e.g. lack of knowledge, non Internal (e.g. lack of knowledge, non- - supportive attitudes, motivation) supportive attitudes, motivation) � External (e.g. financial, inconvenience) External (e.g. financial, inconvenience) � Multiple barriers may exist for any form of Multiple barriers may exist for any form of sustainable behaviour... sustainable behaviour... ...and multiple benefits may be needed ...and multiple benefits may be needed Partnerships Partnerships � Think outside the box Think outside the box – – be open to be open to unusual partnerships unusual partnerships � Consider the role of the arts Consider the role of the arts � Think of the media as partners Think of the media as partners � Consider how you can Consider how you can help help the media the media � Mutually beneficial relationships Mutually beneficial relationships � Identify barriers to partnerships (e.g. turf Identify barriers to partnerships (e.g. turf wars) wars) Clive Callaway The Living by Water Project 55

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Partnerships Partnerships � Share successes and joys, and challenges Share successes and joys, and challenges � Always give credit Always give credit � Be thorough prior to embarking upon a Be thorough prior to embarking upon a partnership partnership � Don Don’ ’t assume that because you think you t assume that because you think you know them they’ know them they ’ll make a good partner ll make a good partner Complementary or Competing Complementary or Competing Messages? – – Monitor Externalities Monitor Externalities Messages? � FireSmart FireSmart – – slopes and slopes and riparian areas riparian areas � West Nile Virus West Nile Virus � “ “Communities in Communities in Bloom” ” Bloom Manual does not exempt Manual does not exempt riparian areas riparian areas – – what is the what is the real risk of fire from the water? real risk of fire from the water? Clive Callaway The Living by Water Project 56

� � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta West Nile Virus Messages West Nile Virus Messages “Clear out dense shrubbery where Clear out dense shrubbery where “ mosquitoes like to breed and rest” mosquitoes like to breed and rest ” District of West Vancouver District of West Vancouver “Keep grass cut short Keep grass cut short” ” “ Saskatoon Health Region Saskatoon Health Region “Clear out dense vegetation and long “ Clear out dense vegetation and long grasses…” …” grasses BC Interior Health Authority BC Interior Health Authority “Clear out dense shrubbery Clear out dense shrubbery…” …” “ Ontario Ministry of Health Ontario Ministry of Health Approximately 60 % of BC’ ’s terrestrial vertebrates at risk use s terrestrial vertebrates at risk use Approximately 60 % of BC riparian areas for all or part of their habitat needs. (FRAP) riparian areas for all or part of their habitat needs. (FRAP) Integration of Conservation Integration of Conservation Messages Messages � Multitude of outreach programs Multitude of outreach programs – – E.g. E.g. � Species Species- -at at- -risk risk � Pesticide free Pesticide free… … � Energy conservation Energy conservation… … � Land Trusts Land Trusts… … � Water conservation Water conservation… … � We need an integrated stewardship approach to We need an integrated stewardship approach to avoid audience fatigue / confusion / overload avoid audience fatigue / confusion / overload Clive Callaway The Living by Water Project 57

Conservation Action Marketing Clinic April 2005 Banff, Alberta Communities in Bloom Communities in Bloom Award Winning Property Award Winning Property (Communities in Bloom now working with (Communities in Bloom now working with Living by Water) Living by Water) Groin Groin Erosion Erosion potential potential Cleared shoreline, Cleared shoreline, non non- -native vegetation native vegetation Collaborating with the Arts Collaborating with the Arts Splash and Ripple Splash and Ripple – – Along the Along the Ribbon of Life Ribbon of Life (Play toured over 30 communities) (Play toured over 30 communities) Clive Callaway The Living by Water Project 58

Conservation Action Marketing Clinic April 2005 Banff, Alberta Collaborating with the Arts Collaborating with the Arts Clive Callaway The Living by Water Project 59

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Some benefits for ecological Some benefits for ecological educators and artists from educators and artists from collaborating collaborating � Benefits to the artist Benefits to the artist � Increased exposure Increased exposure � Exposure to non Exposure to non- -traditional audiences traditional audiences � Benefits to the ecological educator Benefits to the ecological educator � The power of art to move and transform The power of art to move and transform � Art can also affect us in subtle ways Art can also affect us in subtle ways Batik by Brenda Weaver Batik by Brenda Weaver Tips for Engaging Artists Tips for Engaging Artists � Don Don’ ’t t “ “use use” ” artists artists � Instead, Instead, engage engage artists, and artists, and invite their invite their collaboration collaboration Clive Callaway The Living by Water Project 60

� � � Conservation Action Marketing Clinic April 2005 Banff, Alberta National Shoreline Poster National Shoreline Poster Competition Competition (Promoted through Owl (Promoted through Owl Magazine and others) Magazine and others) Some Tips for Using Arts Media Some Tips for Using Arts Media � Puppets, Puppets, masks and masks and other dress- - other dress up up � The power of The power of story story � The role of The role of the cartoon the cartoon Earth Day Festival, St. Louis, Missouri Earth Day Festival, St. Louis, Missouri Clive Callaway The Living by Water Project 61

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Benefits of using arts media Benefits of using arts media � Beyond science / scientific text Beyond science / scientific text � Convey information in various Convey information in various alternate ways - - poetry, song poetry, song alternate ways � “ “Three times principle Three times principle” ” � Integration of science with Integration of science with human aspects human aspects � The arts can The arts can “ “speak truth speak truth” ” in in ways that science may not be ways that science may not be able to able to Clive Callaway The Living by Water Project 62

Conservation Action Marketing Clinic April 2005 Banff, Alberta The solution to our troubles … The solution to our troubles … Carissa and Becky, Carissa and Becky, “ “Grebe Dance Grebe Dance” ”, , lies in acknowledging what is lies in acknowledging what is Salmon Arm Grebe Festival Salmon Arm Grebe Festival culturally unknowable to us ... culturally unknowable to us ... the "legends" of our society... the "legends" of our society... the unexamined stories that the unexamined stories that explain to us how our lives explain to us how our lives work and what our place is work and what our place is thought to be in the web of thought to be in the web of life life… …. . These legends are These legends are capable of changing again again… …It It capable of changing is our legacy – – as a species as a species is our legacy and even as individuals – and even as individuals – to to keep going, even when it keep going, even when it seems that the end has come. seems that the end has come. We may weep at the Dead We may weep at the Dead Sea, but we will also learn to Sea, but we will also learn to dance. dance. Alanna Mitchell, Mitchell, Dancing at Dancing at Alanna the Dead Sea the Dead Sea Clive Callaway The Living by Water Project 63

Conservation Action Marketing Clinic April 2005 Banff, Alberta Thinking Thinking outside the outside the box box The use of The use of metaphor metaphor – – rejoining the rejoining the ribbon of life ribbon of life Clive Callaway The Living by Water Project 64

Conservation Action Marketing Clinic April 2005 Banff, Alberta Making a wish Making a wish for the web of for the web of life life See: Shoreline Event See: Shoreline Event and Activity Manual and Activity Manual Download from: Download from: www.livingbywater.ca The Art of The Art of Modelling Modelling and Dress- and Dress - Up Up DIY: DIY: Clive Callaway Clive Callaway as The Shore as The Shore Doctor at the Doctor at the Toronto Cottage Toronto Cottage Show Show Clive Callaway The Living by Water Project 65

Conservation Action Marketing Clinic April 2005 Banff, Alberta Transform yourself! Let’ ’s all do s all do Transform yourself! Let something in 2007! something in 2007! Dr. Drip, Capital Regional District Dr. Drip, Capital Regional District Clive Callaway The Living by Water Project 66

� � � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Resources Resources Doug McKenzie Doug McKenzie- -Mohr and William Smith. Fostering Sustainable Behaviour, Mohr and William Smith. Fostering Sustainable Behaviour, An Introduction to Community- An Introduction to Community -Based Social Marketing. New Society Based Social Marketing. New Society Publishers 1999. Publishers 1999. www.cbsm.ca www.cbsm.ca Jay Kassirer and Doug McKenzie- Jay Kassirer and Doug McKenzie -Mohr. Tools of Change Mohr. Tools of Change – – Proven Methods Proven Methods for Promoting Environmental Citizenship. National Round Table on the the for Promoting Environmental Citizenship. National Round Table on Environment and the Economy. 1998. Environment and the Economy. 1998. Susan K. Jacobson. Communication Skills for Conservation Professionals. ionals. Susan K. Jacobson. Communication Skills for Conservation Profess Island Press. 1999. Island Press. 1999. Donna Barker. Getting the Message Out: A Step by Step Communicat Donna Barker. Getting the Message Out: A Step by Step Communications ions Guide for Environmentalists. Sustainability Network and IMPACS. Guide for Environmentalists. Sustainability Network and IMPACS. 2003. 2003. Anne Camozzi and Katharine Rice. Community Environmental Project Anne Camozzi and Katharine Rice. Community Environmental Projects s – – From Needs Assessment to Evaluation. Environment Canada. 1995. From Needs Assessment to Evaluation. Environment Canada. 1995. Brian Auvine et al. A Manual for Group Facilitators. Center for Brian Auvine et al. A Manual for Group Facilitators. Center for Conflict Conflict Resolution. 1978. Resolution. 1978. Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Social al Jack Wilbur. Getting Your Feet Wet with Social Marketing. A Soci Marketing Guide for Watershed Programs. Utah Department of Agriculture ulture Marketing Guide for Watershed Programs. Utah Department of Agric and Food. 2006. and Food. 2006. Clive Callaway and Sarah Clive Callaway and Sarah Weaver Kipp Weaver Kipp www.livingbywater.ca www.livingbywater.ca clivec@jetstream.net clivec@jetstream.net 250 832 7405 250 832 7405 Clive Callaway The Living by Water Project 67

� � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Section 4 Section 4 Communication Principles Communication Principles Benefit Statement Benefit Statement � Open with the benefit Open with the benefit statement statement � Why is this relevant for the Why is this relevant for the reader / viewer? How will reader / viewer? How will they gain? How will it meet they gain? How will it meet their needs? their needs? � Applies to everything from Applies to everything from grant applications to general grant applications to general correspondence correspondence Clive Callaway The Living by Water Project 1

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 2

� � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Communication Communication � Be customer centred Be customer centred � Know your audience Know your audience � Use credible sources Use credible sources � Attract attention Attract attention – – use captivating use captivating information (e.g. Let information (e.g. Let’ ’s Talk, Let s Talk, Let’ ’s Enjoy) s Enjoy) � Frame your message carefully (e.g. Frame your message carefully (e.g. “ “I I want” ” theme) theme) want Clive Callaway The Living by Water Project 3

� � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta LET LET’ ’S TALK: S TALK: Polluted r r unoff down driveways and across grass degrades water quality � Polluted unoff down driveways and across grass degrades water quality � Erosion from bare shoreline Erosion from bare shoreline -- -- no roots to hold soil no roots to hold soil � Non Non- -native vegetation requires fertilizer, pesticides native vegetation requires fertilizer, pesticides � No shoreline buffer to protect water quality No shoreline buffer to protect water quality � Careless handling of fuel Careless handling of fuel – – spills are deadly spills are deadly � Hardened shoreline changes currents, degrades water, destroys Hardened shoreline changes currents, degrades water, destroys habitat habitat Communication Communication � Present choices and consequences Present choices and consequences � Decide on one Decide on one- -sided vs two sided vs two- -sided sided messages messages � Make your message easy to remember Make your message easy to remember � Provide challenges Provide challenges -- -- personal or personal or community goals community goals � Provide feedback Provide feedback Clive Callaway The Living by Water Project 4

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Communication Communication � Use a Use a positive positive approach approach � Respect knowledge of audience or client Respect knowledge of audience or client � Assume client wants to Assume client wants to “ “do it right do it right” ” (no (no blame); jargon blame); jargon- -free free � Provide specific actions Provide specific actions � Use customer benefit approach Use customer benefit approach � Use Use “ “peer to peer peer to peer” ” in stewardship in stewardship contact programs where possible contact programs where possible Solution Solution- -oriented oriented Be specific, action- Be specific, action - � AFTER: AFTER: Operate Operate power power- -boats with care boats with care oriented, positive oriented, positive near shorelines, near shorelines, watching wake and watching wake and � BEFORE BEFORE : : Power Power- - staying well back from staying well back from boaters often boaters often nests. nests. unknowingly run unknowingly run down buoyant loon down buoyant loon chicks, panic parents chicks, panic parents and disrupt care and and disrupt care and feeding of young, or feeding of young, or create wakes that create wakes that wash loon eggs out of wash loon eggs out of nests . nests . Clive Callaway The Living by Water Project 5

� � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Emphasize Benefits – Emphasize Benefits – “ “What What’ ’s in it for me? s in it for me?” ” � INSTEAD OF: INSTEAD OF: protecting protecting shorelines for wildlife wildlife shorelines for habitat value… …. . habitat value � TALK ABOUT: TALK ABOUT: protecting protecting shorelines for long term shorelines for long term erosion prevention… erosion prevention …. . � SPIN SPIN- -OFF OFF: : wildlife habitat wildlife habitat Effects of Water Quality on Effects of Water Quality on Property Value Property Value � Minnesota (USA, 2002) Minnesota (USA, 2002) � A study of 37 lakes showed that property A study of 37 lakes showed that property values would fall if lake water lost clarity. values would fall if lake water lost clarity. � The price per foot of lakeshore property is The price per foot of lakeshore property is “very significantly “ very significantly” ” related to water related to water . clarity . clarity Clive Callaway The Living by Water Project 6

� � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Functions of a Natural Shoreline Functions of a Natural Shoreline � A healthy, natural A healthy, natural shoreline: shoreline: � Purifies water Purifies water � Traps pollutants Traps pollutants � Limits erosion Limits erosion � Filters out excess Filters out excess nutrients nutrients � Provides wildlife Provides wildlife habitat habitat � Protects fish stocks Protects fish stocks Corridors of green green and and blue blue Corridors of with the value of with the value of gold. gold. Communication Communication � Use sponsored PSA Use sponsored PSA’ ’s s � Remember the incremental rule Remember the incremental rule � Watch, watch, watch reinventing the wheel Watch, watch, watch reinventing the wheel � Integrate art / science / stewardship Integrate art / science / stewardship Clive Callaway The Living by Water Project 7

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Communication Communication � Avoid use of negatives Avoid use of negatives � Avoid showing off what you know Avoid showing off what you know � Watch designing by committee Watch designing by committee � Watch mixing target audiences Watch mixing target audiences Communication Communication � A good graphic is A good graphic is now worth 10,000 now worth 10,000 words words � Transform the Transform the problem problem – – go for the go for the pocketbook pocketbook � A good testimonial is A good testimonial is worth 1,000 to worth 1,000 to 1,000,000 words 1,000,000 words � Emphasize benefits Emphasize benefits Clive Callaway The Living by Water Project 8

Conservation Action Marketing Clinic April 2005 Banff, Alberta Use of Graphics Use of Graphics Clive Callaway The Living by Water Project 9

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 10

Conservation Action Marketing Clinic April 2005 Banff, Alberta Source: Stewart Cohen, UBC / Environment Canada Source: Stewart Cohen, UBC / Environment Canada Context: Impacts of Climate Change Context: Impacts of Climate Change The Unusual or the Emotions The Unusual or the Emotions Clive Callaway The Living by Water Project 11

Conservation Action Marketing Clinic April 2005 Banff, Alberta What’ ’s Wrong with these Brochures? s Wrong with these Brochures? What Put people in the Put people in the picture! picture! Clive Callaway The Living by Water Project 12

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 13

Conservation Action Marketing Clinic April 2005 Banff, Alberta The “ “Grabber Grabber” ” The Well Well Septic tank Septic tank Clive Callaway The Living by Water Project 14

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 15

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 16

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 17

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 18

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 19

Conservation Action Marketing Clinic April 2005 Banff, Alberta The Power of Story The Power of Story Clive Callaway The Living by Water Project 20

� � Conservation Action Marketing Clinic April 2005 Banff, Alberta The Power of the Dramatic The Power of the Dramatic � Use of real examples showing Use of real examples showing “ “success success” ” stories stories � Case study: restoring an eroding Case study: restoring an eroding oceanside cliff, University of British cliff, University of British oceanside Columbia, Vancouver using soil Columbia, Vancouver using soil bioengineering bioengineering Clive Callaway The Living by Water Project 21

Conservation Action Marketing Clinic April 2005 Banff, Alberta Soil Bioengineering is the use of living plant materials to perform an engineering function. 70 degree slope Source: Dave Polster Does not change slope Does not change slope Changes conditions for vegetation growth Changes conditions for vegetation growth Wattle fence Wattle fence 1989 Source: Dave Polster Clive Callaway The Living by Water Project 22

Conservation Action Marketing Clinic April 2005 Banff, Alberta The supporting The supporting structures grow structures grow 1990 1990 Source: Dave Polster 1996 Source: Dave Polster Clive Callaway The Living by Water Project 23

Conservation Action Marketing Clinic April 2005 Banff, Alberta alder conifers Source: Dave Polster 1999 The Power of the Testimonial The Power of the Testimonial “ This book is the first This book is the first “ contemporary, comprehensive, contemporary, comprehensive, common sense guide to lake and common sense guide to lake and shoreline living. If it doesn’ ’t have t have shoreline living. If it doesn the answer it tells you where to get the answer it tells you where to get it it… ….I recommend this 10 out of 10 .I recommend this 10 out of 10 five star book. You will really five star book. You will really appreciate it! appreciate it!” ” Source: Area News, Lake of the Woods District Area Source: Area News, Lake of the Woods District Area Property Owners Association Property Owners Association Clive Callaway The Living by Water Project 24

Conservation Action Marketing Clinic April 2005 Banff, Alberta Clive Callaway The Living by Water Project 25

Conservation Action Marketing Clinic April 2005 Banff, Alberta Shoreline restoration project, Williams Shoreline restoration project, Williams Lake – – “ “Living by Water in the San Jose Living by Water in the San Jose Lake Watershed” ”, Ducks Unlimited , Ducks Unlimited Watershed Scouring, erosion, habitat loss Scouring, erosion, habitat loss Considered an “ Considered an “improvement improvement” ” in real estate terms in real estate terms BEFORE BEFORE AFTER AFTER Living beside Running Water Living beside Running Water Clive Callaway The Living by Water Project 26

Conservation Action Marketing Clinic April 2005 Banff, Alberta Section 5 Section 5 – – Communication Tips Communication Tips Clive Callaway The Living by Water Project 27

� � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Writing Tips Writing Tips � Good Good effective effective writing is hard work! writing is hard work! � Prune wordy expressions Prune wordy expressions � Strengthen verbs Strengthen verbs � Write Write reader reader- -centred centred copy copy � Use simpler, instead of more complicated, Use simpler, instead of more complicated, words words � Keep sentences short Keep sentences short � Organize your writing Organize your writing Writing Tips Writing Tips � Focus on your Focus on your reader reader’ ’s s needs. Ask needs. Ask yourself: yourself: � What is my purpose? What is my purpose? � Who are my readers? Who are my readers? � What are their interests? What are their interests? � How much do they know already? How much do they know already? � What will make it easy for them to What will make it easy for them to understand or act? understand or act? Clive Callaway The Living by Water Project 28

� � � � � � � � � � � � � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Prune Wordy Expressions Prune Wordy Expressions INSTEAD OF USE THESE PHRASES INSTEAD OF USE THESE PHRASES � A number of A number of � Some Some � At the present time At the present time � Now Now � Due to the fact that Due to the fact that � Because Because � In an effort to In an effort to � To To � For the purpose of For the purpose of � For For � In the near future In the near future � Soon Soon Strengthen Diluted Verbs Strengthen Diluted Verbs STRONGER STRONGER DILUTED DILUTED � Consider Consider � Give consideration to Give consideration to � Prepare for Prepare for � Make preparations for Make preparations for � Use Use � Make use of Make use of � Applies to Applies to � Is applicable to Is applicable to � Shows Shows � Is indicative of Is indicative of � Analyze Analyze � Undertake an analysis Undertake an analysis Clive Callaway The Living by Water Project 29

� � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Beware of “ “ly ly” ” Words Words Beware of WEAK WEAK STRONG STRONG � I absolutely believe I absolutely believe � I believe I believe � We certainly agree We certainly agree � We agree We agree � Successfully complete Successfully complete � Complete Complete � When totally free When totally free � When free When free Use Personal Pronouns Use Personal Pronouns � When speaking for your agency or group, When speaking for your agency or group, use we, us, our use we, us, our � When speaking for yourself, use When speaking for yourself, use I, me, my I, me, my � AND AND… …balance these pronouns with even balance these pronouns with even MORE of MORE of you you and and your your to draw in the to draw in the reader reader Clive Callaway The Living by Water Project 30

� � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Be Reader- -Centred Centred Be Reader WRITER- -CENTRED CENTRED READER- -CENTRED CENTRED WRITER READER � The service The service we we provide provide � The service The service you you has to be good. has to be good. receive has to be receive has to be good. good. � For For your your convenience convenience � We We are closed every are closed every we are open Thursday we are open Thursday evening except evening except evening. evening. Thursday. Thursday. � Thank Thank you you for a first for a first � I I would like to express would like to express rate report. rate report. my appreciation for my appreciation for your first rate report. your first rate report. Try Some Contractions Try Some Contractions INSTEAD OF: TRY: INSTEAD OF: TRY: � It is the responsibility It is the responsibility � It It’ ’s each of our job to s each of our job to of each individual to save energy. of each individual to save energy. save energy. save energy. Clive Callaway The Living by Water Project 31

� � � � � � � � � � � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Use Everyday Words Use Everyday Words INSTEAD OF: TRY: INSTEAD OF: TRY: � Assistance Assistance � Help Help � Capable of Capable of � Can Can � Consequently Consequently � So So � Demonstrate Demonstrate � Show Show � Expedite Expedite � Speed up Speed up � Forward Forward � Send Send � Magnitude Magnitude � Size Size Prefer Short Transitions Prefer Short Transitions LONG AND BOOKISH SHORT AND SNAPPY LONG AND BOOKISH SHORT AND SNAPPY � Consequently Consequently � So So � However However � But But � Nevertheless Nevertheless � Still Still � Therefore Therefore � So So Clive Callaway The Living by Water Project 32

� � � � � � � � � � � � � � � � � � Conservation Action Marketing Clinic April 2005 Banff, Alberta Avoid Legalistic Lingo Avoid Legalistic Lingo INSTEAD OF: TRY: INSTEAD OF: TRY: � Aforementioned Aforementioned � The, that, those The, that, those � Heretofore Heretofore � Until now Until now � Herewith is Herewith is � Here Here’ ’s s � Notwithstanding Notwithstanding � In spite of In spite of Use Positive Words Use Positive Words INSTEAD OF USE THESE PHRASES INSTEAD OF USE THESE PHRASES � It won It won’ ’t be ready till t be ready till � It will be ready on It will be ready on Monday… … Monday… … Monday Monday � Don Don’ ’t take a break t take a break � Take a break after Take a break after before 9:00 a.m. 9:00 a.m. before 9:00 a.m. 9:00 a.m. � You failed to sign the You failed to sign the � You need to sign the You need to sign the other copy other copy other copy other copy � Opportunity is limited Opportunity is limited � Competition is keen Competition is keen � The cup is half empty The cup is half empty � The cup is half full The cup is half full Clive Callaway The Living by Water Project 33