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Environmental Stewardship
Click on image to view TV spot The 1970’s “Crying Indian” was among the most memorable and effective environmental stewardship ads of all time. All successful campaigns begin with changing awareness but the greater challenge is changing very specific behaviors. To accomplish this we use a proven model for behavior change supported by objective research. | Assignments Invasive plants Storm water run-off Soil erosion Lawn fertilizers and pesticides Vehicle idling Smart growth Paper and container recycling Mercury recovery Oil recycling Non-point source pollution (NPS) Global warming |
Social (Change) Marketing Training: In order to effectively communicate about social change and to conduct effective research to inform social change campaigns a guiding model of change is necessary. Our model is based on the seminal work of Dr. Everett M. Rogers and his book Diffusion of Ideas. Beginning with this scientifically based approach we add the practical insights and successful approaches we have gleaned during our careers in consumer marketing. Custom designed training sessions are provided separately or part of a research engagement. Social Change Message Development: The most effective messages are developed based on by qualitative and quantitative research. A survey, usually web or telephone, identifies the “stage of change” for the target audience which determines the types of messages that are appropriate. Qualitative research, typically online or in-person focus groups, determines what the target thinks, why this is so and what specific messages would be effective. Market Decisions use of innovative tools provide breakthrough insights from its focus groups. Communications Tracking: Routine quantitative surveys, online, telephone or paper (schools) track stages of change, message awareness and message effectiveness. This allows campaigns to change at the appropriate time putting resources to work where they will do the most good. |
