Embed Size (px)
Citation preview
Want Engagement? Use This Approach.
1
Understand the Problem
Determine Desired
Outcomes
Develop Engagement Strategy & Comm Plan
Implement & Monitor
Evaluate, Reflect, Refine
Approach
The following slides are an excerpt from Amplify for Change’s half-day workshop at the 2018 Conservation Marketing and Engagement Congress.
What is an Engagement
Strategy?
• A purposeful plan to change the knowledge, attitudes & practices of individuals and the community social norms• Builds awareness, triggers
emotional motivators & minimizes barriers to action• Uses multiple, interacting
channels & reinforcing messaging
3
Tailor Messages for Stages of Change
Build awareness/present facts
Emphasize emotional connection & their desire to change
Build skills and sense of self-efficacy; hearing from peers & influencers is key
Reward, reinforce, & invite to be a spokesperson
Reinforce their belief in ability to take action; show short/long-term cost & benefits; technical assistance is key
4Source: Austin TX Behavior Change and Motivations Study 2017
Narrow the Target AudienceUse Your Research
Identify Influencers
• Cause champions
• Connectors
• Accelerate diffusion of messages
5
Select Your Strategic
Approach
• Convenience – Remove external barriers (or misperceptions) to make the behavior more convenient
• Commitment – Encourage people to make public, written commitments to the behavior
• Social Norm – Show that a behavior is commonplace• Social Diffusion – Set example and use social
interactions to spread the adoption of the behavior• Prompts – Use visual or auditory aids to remind people
to perform the behavior • Communications - Craft to the target audience• Incentives – Provide monetary or non-monetary
benefits to encourage the behavior
Identify a Practical & Emotional Focus
• Protection We protect people and places from harm. We can do this by solving the issues facing our environment.
• Responsible Management or Stewardship taps into the ideal of our responsibility to tomorrow, but with an equal measure of emphasis on what it looks like to live up to that duty today.
• Interconnection centers on how ocean, land, and human activity affect one another.
• Innovation emphasizes using our ability to generate new ideas to solve old problems.
7
Source: How to Talk about Climate Change and the Ocean. FrameWorks Institute, 2015.
Emotional/ Practical Point of FocusNarrow the Audience
8
DesiredOutcomes Influencers Strategic Approach
What would success look like?
Who is most influential in affecting this
audience’s change?
Based on analysis, how should we focus
efforts?
Individual / Household
Homes have smart, usable collection systems. People
have self-efficacy, know where to get
help
Person who takes the lead on home’s recycling
system
Develop an Engagement Strategy
Prompts: create visual cues to
provide reminders & tips
Who is most ready for change?
Pilot test: high-end condos, majority
millennial age with high level
education & motivation to
change
What moves people on emotional & practical levels?
Sense of being responsible
stewards of the earth
Emotional/ Practical
Point of FocusNarrow the Audience
9
Desired
Outcomes Influencers Strategic Approach
What would success
look like?
Who is most
influential in
affecting this
audience’s change?
Based on analysis,
how should we focus
efforts?
Community
Apartments have
easy to use systems
for collection.
Early adopters/
innovators
Develop an Engagement Strategy
Social diffusion:
Share best
practices,
exemplary
systems. Many
building managers
don’t speak
English.
Who is most able to
influence change in
target audience?
Property managers
What moves people
on emotional &
practical levels?
Managers want to
avoid penalties &
resident
complaints.
Want help
customized to
their building’s
issues.
Narrow the Audience
10
Desired
Outcomes Influencers Strategic Approach
What would success
look like?
Who is most
influential in
affecting this
audience’s change?
Based on analysis,
how should we focus
efforts?
Policy
TAs credited with
being instrumental
to condo buildings’
ZW success
Staff providing
on-site technical
assistants to
building
managers
Develop an Engagement Strategy
Convenience:
create an e-
training & FAQ
mobile site
Who is most able to
influence change in
target audience?
Municipal waste
managers
Emotional/ Practical
Point of Focus
What moves people
on emotional &
practical levels?
TAs will be
dispersed at sites
yet will feel
pressure to give
consistent
guidance.
11
Mimi [email protected]
Betsy [email protected]
www.amplifyforchange.com
Amplify for Change is a women-owned small business that provides consulting to support social and environmental change. We combine our communications and program expertise with deep sector knowledge to help nonprofits, foundations and government programs maximize the impact of their work.
With over 20 years of communications consulting experience, our work has helped advance and shape public health goals, promote sustainability policies and practices, and increase institutional support for community capacity building.
