Appendix A Social Marketing Planning Worksheets 5 STEP 8: DEVELOP A PLAN FOR MONITORING AND EVALUATIOI 8.1 What is the purpose of this evaluation? Why are you doing it? 8.2 For whom is the evaluation being conducted? To whom will you present it? 8.3 What inputs, outputs, outcomes, and impact will be measure<¥!

8.4 What techniques and methodologies will be used to conduct each of th1 measurements? 8.5 When will these measurements be taken? 8.6 How much will this cost? Refer to Worksheet D page 521 in this Appendix. Appendix A Social Marketing Planning Worksheets 511 STEP 7: DEVELOP MARKETING STRATEGIES 7.1 Product: Creating the Product Platform 7.1.l Core Product: What is the major perceived benefit your target audience wants from perfonning the behavior that you will highlight? (Choose one or a few from those identified in 5.2.) 7.1.2 Actual Product: What, if any, tangible goods and services will you be offering and/or promoting ( e.g., 100 native plants to choose from, fruits and vegetables, life vests, blood monitoring equipment, low-flow showerheads)? ., , 7 .1.3 Augmented Product: Aie there any additional tangible goods or services that would assist your target audience in performing the behavior (e.g., workshop on designing a native plant garden)? ...

7.2 Price: Fees and Monetary and Nonmonetary Incentives and Disincentives 7.2.1 If you will be including tangible goods and services in your campaign, what, if anything, will the target audience have to pay for them ( e.g., cost of native plants, life vests)? 7 .2.2 Describe any monetary incentives for your target audience ( e.g., coupons, • rebates). I 512 SOCIAL MARKETING 7.2.3 Describe any monetary disincentives you will highlight (e.g., fines, incre taxes, higher prices for competing products). ased 7.2.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques). 7.2.5 Describe any nonmoneta,y disincentives (e.g., negative visibility, a website with photos of properties where migratory birds have disappeared).

7 .3 Place: Develop the Place Strategy As you determine each of the following, look for ways to make locations closer and more appealing, to extend hours, and to be there at the point of decision making. 7.3.1 Where will you encourage and support your target audience to perform the desired behavior and when? 7.3.2 Where and when will the target audience acquire any related tangible goods? Appendix A Social Marketing Planning Worksheets .3.3 Where and when will the target audience acquire any associated services? 7.3.4 Are there any groups or individuals in the distribution channel that you will target to support efforts ( e.g., nursery owners and their stafl)?

7 .4 Promotion: Decide on Messages, Messengers, Creative Strategies, and Communication Channels 7.4.1 Messages: What key messages do you want Y<?ur campaign to communicate to target audiences? c-.4.2 Messengers: Who will deliver the messages and/or be the perceived sponsor? 7.4.3 Creative Strategies: Summarize, describe, or highlight elements such as logos, taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast media. 514 SOCIAL MARKETING 7.4.4 Communication Channels: Where will your messages appear? ,, 510 SOCIAL MARKETING STEP 6: DEVELOP A POSITIONING STATEMENT Positioning Statement 6.1 Write a statement similar to the following, filling in the blanks: "Wewant[TARGETAUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTfVEg DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW nns BEHAVIOR ISBETTER THAN THE COMPETITION] (e.g., "We want shoreline property owuers engaged in landscaping to see native plants as beautiful, easy to find, less hassle t: maintain, and a way to protect water quality and wildlife habitats")." 0 Appendix A Social Marketing Planning Worksheels 509 STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS Barriers 5.1 Make a list of barrifrs your audience may have to adopting the desired behavior.

These may be related to something, physical, psychological, economical, skills, knowledge, aweness, or attitudes. (Try for a list of 5 to 10.) Benefits S .2 What are the key benefits your target audience wants in exchange for perfonning the behavior ( e.g., a yard that's easier to maintain and increased wildlife on their prop erty)? This answers the question "What's in it for me?" (Try for a list of 2 to 3.) Motivators 5.3 What does your target audience say will make it more likely that they would do the behavior? Ask them if there is something you can give them, say to them, or show them that would help them ( e.g., an easy way to know which nurseries sell native plants and to identify plants at the nursery).

Competition 5.4 What are the major competing alternative behaviors (e.g., planting nonnative plants)? 5 .5 What benefits do your audiences associate with these behaviors ( e.g., easier to find)? 5.6 What costs do your audiences associate with these behaviors (e.g., requires more fertilizing)? Influential Others 5 • 7 Relative to the desired behavior, who does your target audience listen to, watch, and/ or look up to? 5.8 What do you know about what these midstream audiences are currently saying and doing regarding the desired behavior (e.g., staff at nurseries)?

Refer to Worksheet Con page 520 of this Appendix. 508 SOCIAL MARKETING STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS Objectives 4.1 Behavior Objective: What, very specifically, do you want to influence your target audience to do result of this campaign or project (e.g., plant native plants)? as a 4.2 Knowledge Objective: Is there anything you need them to know in order to act ( e.g., how to identify native plants at the nursery)? 4:3 Belief Objective: Is there anything you need them to believe in order to act ( e.g., native plants can be beautiful and easier to maintain)? Goals 4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in tenns of behavior change ( e.g., increase in sales of native plants).

Other potential target goals are campaign awareness, recall, and/or response and changes in knowl edge, belief, or behavior intent levels. . ,. Refer to Worksheet B on page 519 in this Appendix. Appendix A Social Marketing Planning Worksheets 507 sTEP 3: SELECT TARGET AUDIENCES 3.1 Describe the primary target audiences for your program/campaign in tenns of size, problem incidence and severity, and relevant variables, including demographics, psychographics/values and lifestyles, geographies, related behaviors, and/or readi ness to act (e.g., homeowners on shoreline properties engaged in landscaping and interested in protecting the environment.): 3.2 lfyou have additional important audiences that you will need to influence as well, describe them here, to keep them in mind as you develop strategies.

They may end up being messengers or distribution channels (e.g., garden centers and nurseries): Refer to Worksheet A on page 518 in this Appendix. 506 SOCIAL MARKETING STEP 2: CONDUCT A SITUATION ANALYSIS (Identify Two to Three Bullet Points for Each) Organizational Factors: Organizational Resources, Service Delivery Capabilities, Expertise, Management Support, Issue Priority, Internal Publics, Current Alliances and Partnerships, Past Performance 2.1 What organizational strengths will your plan maximize? 2.2 What organizational weaknesses will your plan minimize? External Forces: Cultural, Technological, Demographic, Natural, Ef.onomic, Political/Legal, External Publics 2.3 What environmental opportunities will your plan take advantage of?

2.4 What environmental threats will your plan prepare for? Prior and Similar Efforts 2.5 What findings from prior and similar efforts are noteworthy, those of yours and others? Appendix A Social Marketing Planning Worksheets 505 t.5 What is the campaign/ocus, the approach you will be using to contribute to your plan's purpose (e.g., residential gardening practices)? Areas of focus may be solu tion-oriented (e.g., soft shore buffers), population-based (e.g., homes on streams), or product-related strategies (e.g., native plants).

Paper for above instructions

Introduction

Social marketing involves using marketing principles to develop and implement practical programs aimed at influencing behaviors that benefit individuals and communities for the greater social good (Keller, 2016). The following sections outline a comprehensive plan for promoting the adoption of native plants among homeowners engaged in landscaping. This plan incorporates steps from evaluation, marketing strategy development, as well as inputs and outcomes necessary to create an effective social marketing campaign.

STEP 5: Identifying Audience Barriers, Benefits, and Motivators

5.1 Barriers

1. Awareness: Many homeowners may not be aware of the benefits of native plants.
2. Availability: Difficulty in finding native plants at local nurseries.
3. Knowledge: Lack of knowledge on how to care for native plants.
4. Perception: The belief that native plants are less aesthetically pleasing than non-native species.
5. Cost: Higher costs associated with native plants compared to traditional landscaping.

5.2 Benefits

1. Improved biodiversity in local ecosystems.
2. Lower maintenance due to adapted growth in local conditions.
3. A more visually appealing and unique landscape that supports local wildlife.

5.3 Motivators

1. Recognition for environmentally friendly landscaping practices (e.g., awards).
2. Availability of resources, such as workshops on native plant care.
3. Community incentives, such as rebates for purchasing native plants.

5.4 Competition

1. Planting non-native plants that may offer immediate aesthetic benefits.
2. Landscaping services that promote conventional gardening choices.

5.5 Competitive Benefits

Many homeowners associate non-native plants with lower maintenance, easy access, and established beauty.

5.6 Costs Perceived

Non-native plants may require more water and fertilizers, which can lead to higher long-term costs and environmental impacts.

5.7 Influential Others

Local gardening clubs and environmental organizations can significantly influence homeowners’ decisions through seminars and workshops.

5.8 Influencers’ Actions

Many influencers support native planting but may lack the resources to facilitate behavior change effectively.

STEP 6: Developing a Positioning Statement

Positioning Statement: "We want homeowners interested in eco-friendly landscaping to see native plants as beautiful, low-maintenance, and vital to supporting local ecosystems, compared to traditional non-native options."

STEP 7: Developing Marketing Strategies

7.1 Product: Creating the Product Platform

7.1.1 Core Product

The core benefit desired is the enhancement of the local ecosystem through improved biodiversity.

7.1.2 Actual Product

Offer a catalog featuring 100 varieties of native plants tailored to homeowners' landscaping needs.

7.1.3 Augmented Product

Include workshops that educate homeowners on creating and maintaining a native plant garden.

7.2 Price: Incentives and Disincentives

7.2.1 Tangible Goods Costs

Homeowners may have to pay for native plants, which could range from to per plant.

7.2.2 Monetary Incentives

Provide coupons and rebates for purchasing native plants, melting away some financial barriers.

7.2.3 Monetary Disincentives

Highlight potential costs incurred from violating local regulations on landscape practices.

7.2.4 Non-Monetary Incentives

Recognition in local newspapers for customers who create standout native gardens.

7.2.5 Non-Monetary Disincentives

Create a public-facing website showcasing properties with conventional, less sustainable landscapes.

7.3 Place: Develop the Place Strategy

7.3.1 Performance Encouragement Locations

Encourage target audiences to act by promoting local environmental fairs or gardening events.

7.3.2 Where to Acquire Tangible Goods

Partner with local nurseries and garden centers to ensure they carry native plants.

7.3.3 Service Acquisition

Coordinate with local educational institutions to conduct workshops on native plant care.

7.3.4 Target Distribution Channels

Engage nursery owners and their staff to act as advocates for promoting native planting.

7.4 Promotion: Messages and Communication Channels

7.4.1 Key Messages

"Make a positive impact on local ecosystems with native plants that are beautiful, beneficial, and easy to maintain."

7.4.2 Messengers

Use local gardening influencers, environmentalists, and community leaders to deliver messages.

7.4.3 Creative Strategies

Develop visually appealing brochures, social media campaigns, and video tutorials demonstrating how to care for native plants.

7.4.4 Communication Channels

Utilize social media platforms, local newspapers, gardening shows, and community workshops.

STEP 8: Develop a Plan for Monitoring and Evaluation

8.1 Purpose of Evaluation

The evaluation aims to measure the effectiveness of strategies employed and to adjust actions based on feedback and outcomes.

8.2 Target Audience and Stakeholders

The evaluation will be conducted for homeowners, local government, and sponsoring organizations; results will be discussed with stakeholders at community meetings.

8.3 Inputs, Outputs, Outcomes, and Impact

- Inputs: Resources, staff, funding allocated to the project.
- Outputs: Number of educational materials distributed, workshops conducted.
- Outcomes: Shifts in awareness and understanding of native plant benefits.
- Impact: A measurable increase in native plant sales and homeowner participation in workshops.

8.4 Measurement Techniques and Methodologies

Surveys before and after workshops to gauge knowledge increase (pre/post-tests), sales data, and focus groups to assess behavioral changes.

8.5 Measurement Timeline

Measurements will be taken at baseline, mid-point (3 months), and after the campaign (12 months).

8.6 Costs

Estimated costs could include promotional materials (

Appendix A Social Marketing Planning Worksheets 5step 8 Develop A Pla

Appendix A Social Marketing Planning Worksheets 5 STEP 8: DEVELOP A PLAN FOR MONITORING AND EVALUATIOI 8.1 What is the purpose of this evaluation? Why are you doing it? 8.2 For whom is the evaluation being conducted? To whom will you present it? 8.3 What inputs, outputs, outcomes, and impact will be measure<¥!

8.4 What techniques and methodologies will be used to conduct each of th1 measurements? 8.5 When will these measurements be taken? 8.6 How much will this cost? Refer to Worksheet D page 521 in this Appendix. Appendix A Social Marketing Planning Worksheets 511 STEP 7: DEVELOP MARKETING STRATEGIES 7.1 Product: Creating the Product Platform 7.1.l Core Product: What is the major perceived benefit your target audience wants from perfonning the behavior that you will highlight? (Choose one or a few from those identified in 5.2.) 7.1.2 Actual Product: What, if any, tangible goods and services will you be offering and/or promoting ( e.g., 100 native plants to choose from, fruits and vegetables, life vests, blood monitoring equipment, low-flow showerheads)? ., , 7 .1.3 Augmented Product: Aie there any additional tangible goods or services that would assist your target audience in performing the behavior (e.g., workshop on designing a native plant garden)? ...

7.2 Price: Fees and Monetary and Nonmonetary Incentives and Disincentives 7.2.1 If you will be including tangible goods and services in your campaign, what, if anything, will the target audience have to pay for them ( e.g., cost of native plants, life vests)? 7 .2.2 Describe any monetary incentives for your target audience ( e.g., coupons, • rebates). I 512 SOCIAL MARKETING 7.2.3 Describe any monetary disincentives you will highlight (e.g., fines, incre taxes, higher prices for competing products). ased 7.2.4 Describe any nonmonetary incentives (e.g., recognition, such as yard plaques). 7.2.5 Describe any nonmoneta,y disincentives (e.g., negative visibility, a website with photos of properties where migratory birds have disappeared).

7 .3 Place: Develop the Place Strategy As you determine each of the following, look for ways to make locations closer and more appealing, to extend hours, and to be there at the point of decision making. 7.3.1 Where will you encourage and support your target audience to perform the desired behavior and when? 7.3.2 Where and when will the target audience acquire any related tangible goods? Appendix A Social Marketing Planning Worksheets .3.3 Where and when will the target audience acquire any associated services? 7.3.4 Are there any groups or individuals in the distribution channel that you will target to support efforts ( e.g., nursery owners and their stafl)?

7 .4 Promotion: Decide on Messages, Messengers, Creative Strategies, and Communication Channels 7.4.1 Messages: What key messages do you want Y<?ur campaign to communicate to target audiences? c-.4.2 Messengers: Who will deliver the messages and/or be the perceived sponsor? 7.4.3 Creative Strategies: Summarize, describe, or highlight elements such as logos, taglines, copy, visuals, colors, script, actors, scenes, and sounds in broadcast media. 514 SOCIAL MARKETING 7.4.4 Communication Channels: Where will your messages appear? ,, 510 SOCIAL MARKETING STEP 6: DEVELOP A POSITIONING STATEMENT Positioning Statement 6.1 Write a statement similar to the following, filling in the blanks: "Wewant[TARGETAUDIENCE] to see [DESIRED BEHAVIOR] as [ADJECTfVEg DESCRIPTIVE PHRASES, SET OF BENEFITS, OR HOW nns BEHAVIOR ISBETTER THAN THE COMPETITION] (e.g., "We want shoreline property owuers engaged in landscaping to see native plants as beautiful, easy to find, less hassle t: maintain, and a way to protect water quality and wildlife habitats")." 0 Appendix A Social Marketing Planning Worksheels 509 STEP 5: IDENTIFY TARGET AUDIENCE BARRIERS, BENEFITS, AND MOTIVATORS; THE COMPETITION; AND INFLUENTIAL OTHERS Barriers 5.1 Make a list of barrifrs your audience may have to adopting the desired behavior.

These may be related to something, physical, psychological, economical, skills, knowledge, aweness, or attitudes. (Try for a list of 5 to 10.) Benefits S .2 What are the key benefits your target audience wants in exchange for perfonning the behavior ( e.g., a yard that's easier to maintain and increased wildlife on their prop erty)? This answers the question "What's in it for me?" (Try for a list of 2 to 3.) Motivators 5.3 What does your target audience say will make it more likely that they would do the behavior? Ask them if there is something you can give them, say to them, or show them that would help them ( e.g., an easy way to know which nurseries sell native plants and to identify plants at the nursery).

Competition 5.4 What are the major competing alternative behaviors (e.g., planting nonnative plants)? 5 .5 What benefits do your audiences associate with these behaviors ( e.g., easier to find)? 5.6 What costs do your audiences associate with these behaviors (e.g., requires more fertilizing)? Influential Others 5 • 7 Relative to the desired behavior, who does your target audience listen to, watch, and/ or look up to? 5.8 What do you know about what these midstream audiences are currently saying and doing regarding the desired behavior (e.g., staff at nurseries)?

Refer to Worksheet Con page 520 of this Appendix. 508 SOCIAL MARKETING STEP 4: SET BEHAVIOR OBJECTIVES AND TARGET GOALS Objectives 4.1 Behavior Objective: What, very specifically, do you want to influence your target audience to do result of this campaign or project (e.g., plant native plants)? as a 4.2 Knowledge Objective: Is there anything you need them to know in order to act ( e.g., how to identify native plants at the nursery)? 4:3 Belief Objective: Is there anything you need them to believe in order to act ( e.g., native plants can be beautiful and easier to maintain)? Goals 4.4 What quantifiable, measurable goals are you targeting? Ideally, these are stated in tenns of behavior change ( e.g., increase in sales of native plants).

Other potential target goals are campaign awareness, recall, and/or response and changes in knowl edge, belief, or behavior intent levels. . ,. Refer to Worksheet B on page 519 in this Appendix. Appendix A Social Marketing Planning Worksheets 507 sTEP 3: SELECT TARGET AUDIENCES 3.1 Describe the primary target audiences for your program/campaign in tenns of size, problem incidence and severity, and relevant variables, including demographics, psychographics/values and lifestyles, geographies, related behaviors, and/or readi ness to act (e.g., homeowners on shoreline properties engaged in landscaping and interested in protecting the environment.): 3.2 lfyou have additional important audiences that you will need to influence as well, describe them here, to keep them in mind as you develop strategies.

They may end up being messengers or distribution channels (e.g., garden centers and nurseries): Refer to Worksheet A on page 518 in this Appendix. 506 SOCIAL MARKETING STEP 2: CONDUCT A SITUATION ANALYSIS (Identify Two to Three Bullet Points for Each) Organizational Factors: Organizational Resources, Service Delivery Capabilities, Expertise, Management Support, Issue Priority, Internal Publics, Current Alliances and Partnerships, Past Performance 2.1 What organizational strengths will your plan maximize? 2.2 What organizational weaknesses will your plan minimize? External Forces: Cultural, Technological, Demographic, Natural, Ef.onomic, Political/Legal, External Publics 2.3 What environmental opportunities will your plan take advantage of?

2.4 What environmental threats will your plan prepare for? Prior and Similar Efforts 2.5 What findings from prior and similar efforts are noteworthy, those of yours and others? Appendix A Social Marketing Planning Worksheets 505 t.5 What is the campaign/ocus, the approach you will be using to contribute to your plan's purpose (e.g., residential gardening practices)? Areas of focus may be solu tion-oriented (e.g., soft shore buffers), population-based (e.g., homes on streams), or product-related strategies (e.g., native plants).

,000), workshops (