Developing Outreach Strategies to Enhance SRM Programs and

Developing Outreach Strategies to Enhance SRM Programs and Practices

In This Lesson By the end of this lesson, students will be able to: • (Knowledge Level) describe three types of outreach strategies • (Comprehension Level) Identify the five elements of a communications plan • (Application Level) create a communications plan for a target audience that will educate them on the roll-out of a new organics recycling program

Three Main Types of Outreach 1. Informational/Educational Campaigns 2. Public Awareness Campaigns 3. Behavior Change Campaigns

Information/Education Goal • Inform people about an issue, problem or program Model • Knowledge Deficit Model • Approach: fill in the knowledge gap and people will take action

Problem With Education Campaigns and Behavior Change

Awareness Campaigns Goal • Raise awareness of the severity of a specific problem or issue Model • Awareness leads to concern, concern motivates behavior change

Behavior Change Campaign Goal • Persuade people to modify or change a targeted behavior Model • Addressing barriers and motivators will facilitate changing a person’s behaviors

Behavior Change Model Motivators • • • Personal health Family health Financial benefit Convenience Social norms …. Knowledge is not a motivator Barriers • • Financial cost Inconvenience Overwhelmed Lack of knowledge

Brainstorm the “motivators” and “barriers” to setting up a food recycling program in a college dorm.

Getting To Zero -- CBSM What’s the Change Who is the Target? Barriers/Motivators Messenger/ Champions Message Tactic Targeted Outreach Results

Psychology of Satisfaction S=P–E Satisfaction Perception Expectation

Our Approach - Concepts Queue Theory (aka surviving Disneyland)

Psychology of Satisfaction 1. People want to get started

Psychology of Satisfaction 2. Listen

Psychology of Satisfaction 3. Give Them Some Control

Psychology of Satisfaction 4. Communicate progress

Multi-Family/Commercial Recycling Program Culver City

Multi-Family/Commercial Sharon Brown, President of the French Quarter HOA

Multi-Family/Commercial Leah Plonchak, Vice President at Rubin Properties

Multi-Family/Commercial

Break into 2 -3 smaller groups and complete the remaining activities for this lesson in-class. Be prepared to share the plans and see where the groups identified different strategies.