A Comprehensive Multimedia Marketing Strategy to Effectively Disseminate Fire Science Information. Presented by: John Diaz and Toddi Steelman, Ph.D.

Transcription

1 A Comprehensive Multimedia Marketing Strategy to Effectively Disseminate Fire Science Information Presented by: John Diaz and Toddi Steelman, Ph.D.

2 Outline of Presentation Perception of Fire Tools for Narrative Construction and Propagation Social Marketing Design for Behavioral Change Theory of Adult Learning Social Media SFE Marketing Strategy Monitoring Marketing

3 Perception of Fire Risk is socially constructed by the narratives we create and perpetuate. 1890s-1960s: Narratives promote suppression 1960s-Present: Complexity of fire changes as narratives change. Constructed perception of risk related to prescribed fire. Possibility of Escalation Smoke concerns Lack of Agency Trust What tools are available to construct and perpetuate narratives?

4 Social Marketing Systematic application of marketing to achieve specific behavioral goals for a social good Adaptation of commercial marketing techniques Seeks to influence voluntary behavior Progressive social marketing embraces interdisciplinary approach. Long term pragmatic view of mission American Cancer Society What constitutes an effective approach?

5 Design to Effect Behavioral Change Product Design of a product that is fully responsive to the target consumers' needs and wants. Place Make the place at which the behavior can be carried out convenient and accessible. Price Minimize to the extent possible the economic, social and psychological price of the behavior. Promote Seek to promote the behavior with messages through personal or impersonal media appropriate to the Target audience's lifestyle patterns and preference.

6 Increasing Public Knowledge Unified informative message promoting prescribed fire. One message many voices (OMMV) OMMV encourages comprehensive message delivery Multifaceted approach to educate the public on the importance of prescribed burning. Learning in an interactive setting Uni-directional materials supplement learning

7 Theory of Adult Learning Two models for behavioral change Theory of Reasoned Action (TRA) Elaboration Likelihood Model (ELM) TRA Philosophy Behavior change may be promoted by communication activities that target attitudes or altering normative beliefs or motivations to comply ELM Philosophy Individuals are motivated to consider an issue, such as when the message topic has high personal relevance Emphasizes learning as a dynamic process as opposed to simple exposure to information

8 New Age of Information Dissemination Digital information has revolutionized information sharing. Internet functionality has grown exponentially User friendly interface Multimedia Wireless networks Information networks provide extensive reach. Internet File-Sharing Social Media (2002) Web Conferencing Virtual Classroom

9 Social Media Revolution Facebook: 550 million users Twitter: 33 billion tweets per day YouTube: 2 billion video views per day Linked-in: 150 million members Tumbler: 1 billion page views per month Android Market: Exceeds 10 billion app downloads Google Plus: Google launches platform in 2012

10 Benefits of Social Media Cost effective. Research and development embedded. Convenient Promotes Two-Way Communication. Engagement with stakeholders Short social feedback cycle Connection to stakeholders increases reputation. Elevate participants that strengthen community. Discourage behaviors that work against community interest. Builds relationships with customers. Reputation management creates authority.

11 SFE Marketing Strategy Product development based on audience needs and wants (Prescribed Fire) Fact Sheets, Newsletters, Presentations, Research Summaries and Webinars. Educational Outreach in convenient and accessible setting Parks, Nature Preserves, Research lands Classes, Workshops, Museums and Cooperative Extension Minimize economic, social and psychological price Prescribed fire vs. Wildfire Benefit/Cost Promotion of Prescribed Fire New norms and behavioral intentions Publicize successful prescribed burning Utilize traditional and progressive information mediums Utilize network linkages to expand reach of message Prescribed fire council, USDA Forest Service, JFSP, Forestry Commissions, Non-profits, etc.

12 Monitoring Effectiveness Performance Management System Outcome based goal established for campaign Monitor progress with use of intermediate milestones. Take remedial actions for ineffective process measures. Online Monitoring Continuous and archived Contribution of each process identifiable

13 ACKNOWLEDGEMENTS