Friday, September 14, 2012

"WHAT'S YOUR WEEKEND PLAN, WINNIE?"

"Trouble.  I'm going to cause lots of trouble!"  "Hot damn!  Can we help too?"  "Absolutely.  Now get close and listen carefully ...."
OH OH!

In the Puget Sound area are three pods (K, L, and J) of "Resident" Orcas, 88 in all, and they only eat salmon.  Most Orcas eat all sorts of sea life.  The residents are Endangered and studied and cared for like crazy.  Here is a young calf from last year (There were three.)  She survived the first year and so gets a name.  Jade!  (Her mother and grandmother are named after gems too!)


This is the book I used for the workshop.  I (and several others) got three days of training from Nancy Lee to prepare us.  Nancy is from Seattle and one of the major names in this field.

In "text book" Social Marketing you select a very specific behavior (that will provide a benefit to society) that you want a very targeted audience to take on/change.   You then create a very focused campaign, using quite standard marketing concepts and tools, to overcome barriers and encourage the audience.  Measuring the cost of the campaign and also the amount of behavior change that was achieved is key.

Most shelters and rescues do conduct marketing campaigns aimed at some particular audience.  Specific desired behaviors often involve providing a home for a shelter bunny or not buying a pet rabbit without careful study.  Either provides a benefit to society.  So that fits good, although the audience-definition is often broad and vague.

One component that does not work so well is the measurement part - I don't think the campaigns usually set targets for how many will be forever homed or not bought in the first place.  I suspect the cost to forever home a bunny is not known, for example.  The details of the campaigns are also not usually very precise and razor sharp.  Posters, websites, presentations, or event displays usually have a lot of information such that the specific behavior desired is not crystal clear.  The campaigns use the words on the posters and websites to try to motivate the audience, but good social marketing uses a broad variety of incentives and motivators, besides words.

If you work with a rescue organization, you might look into the details - especially some of the examples in the book - and I bet you can create some very effective campaigns to get one those behaviors; and measure the results and have a lot of happy customers!

There.  RG's One-Minute Prescription!  Go ahead and use the Comments to tell about your experiences/plans/observations.  Some bunn will love you for it! 

8 comments:

Two Bunny Blog said...

Trubble wubble!

speedyrabbit said...

"There may be trouble a head...."Don't blame Speedy he's at grandma's(my mum's)for a vacation then again he might find a closet..eek..nah he keep them from to much trouble..I hope

Rabbits' Guy said...

Asian pears - yes - round and very tasty. Bunns do eat them - just not big amounts at a time - BL puts a couple little slices in with greens.

anonymous said...

What's the problem, Winston? Payback for having to rough it? Adulterated food? Oh, it's just the weekend and there really is nothing quite like getting your friends in trouble? But what about RG and BL? Oh, those are the friends you like to get in trouble the most.

brandi b said...

This social marketing stuff...it WOULD work with rabbits, RG. If I understand it, even in the slightest, and I SORT of do, when applied to a specific behaviour, such as Rabbit buying at Eastertime, it COULD be effective. I will have to look into taking a class in my area. Thanks for the info. Marketing is a fascinating subject, if you really think about it. I remember Diet Dr. Pepper ran a campaign replacing Diet Dr. Pepper cans with stuff like donuts, cakes, etc., then the next frame you see the DDP can. They had commecials and billboards. Every time I saw one, I went batshit nuts. If I did not get a DDP NOW, I was going to crave one for the rest of the day. I am convinced that those ads were aimed at diabetics like moi. We see the forbidden cupcake of our deepest desire, then BAM, it's a Diet Dr. Pepper, the DAM, gotta have DDP NOW!! Genius. Social marketing seems complex.

anonymous said...

Thank you, RG. I had never heard of any of this and look forward to pursuing it with a group of friends.

Crafty Green Poet said...

Looks like an interesting book and I can imagine those marketing techniques would be useful for rescues. You're right about the measurement though, that can be a real challenge....

Wonderful that you have the orcas nearby...

Lisa said...

How cool is that!!!