SOCIAL
MARKETING
Role of social marketing in promoting novel
restoration strategies for degraded dry lands
View Point
Restorators/ Students
Time Context
Present
Problem Statement
Which stakeholder is the best target to promote the novel restoration
strategies for degraded drylands in Chile
Statement of the Objective
To identify which stakeholder have the best potential in social
marketing to support adaptive management approaches in driving
the uptake of scientific strategies in the field of environmental
restoration.
Areas of Consideration
Strength
●
Internal
●
Park scientists’ and
mining company’s
preparedness to
collaborate
Key information on
the motivation of
each stakeholder
Weakness
●
●
●
Selling of SCIENTIFIC
IDEA is not appealing.
Stakeholder buy in.
Policy makers’ lack of
motivation unless
politics and international
pressure is present.
Areas of Consideration
Opportunity
●
●
External
●
Variety of stakeholders
that can align on having
one (beneficial)
regulation.
External agencies tapping of external
agencies with expertise
or at the minimum, with
the experience of
executing the program.
Skills and resources
support for cooperative
farmers.
Threats
●
●
●
●
International policy that
will not coincide with the
goal of the restoration
project
General public’s perception
Disconnect between
science and community
Big economic interests that
will make it challenging to
put into broad practice of
restoration
Assumptions
It’s assumed that influence of a stakeholder would affect the decision
making of the other stakeholders.
Alternative Courses of Action
1.
Implementation and regulation of policies to be spearheaded by the
policy makers influencing other stakeholders
1.
Establish partnerships with mining companies and private landowners
to collaborate in the restoration
1.
Provision of education and communication support to farmers and
national park scientists on the benefits and importance of restoration
Analysis
Targeting the
policy maker
in influencing
other
stakeholders.
Advantage
Disadvantage
Lawmakers have a public platform
and can use their positions of
influence to shape public opinion
and debate. They have the power
to create laws and regulations
that direct the behavior of the
individual, organization and
institution.
Policy makers have bias.
Policy created may have a
particular agenda or interest
that may not align with the
overall interest of all
stakeholders.
Analysis
Getting direct
access to land
which can be
used for
restoration
experiments
Advantage
Disadvantage
Direct access to the land owners
who can provide access to lands
which can be used for the
restoration experiment.
Easy to address motivation as its
anchored to reputation and
image.
Possibility of having ulterior
motives in participating
(gaining political support and
greater freedom of action).
Analysis
Access to
lower tier
stakeholders
means
information
can have
wider reach
Advantage
Disadvantage
Farmers and national park
stakeholders are willing but
constrained collaborators who
can help advocate the
restoration because they have
direct access to general public
whom they can help educate in
return of training and
subsidies/incentives
Longer approach which could
take longer time to facilitate
or reach a wider audience.
Still subject to how the
general public would accept
the idea and value of
matorral restoration
Analysis
Criteria
ACA 1
ACA 2
ACA 3
Sustainability
5
3
2
Effectivity
5
3
4
Ease of
Implementation
2
3
2
Perceived scope
and Impact
4
3
2
Overall
16
12
10
Legends: 5-Strongly Agree; 4-Agree; 3-Average; 2-Disagree; 1-Strongly Disagree
Analysis
Awareness
Present
Situation
Policy makers are aware
of the current situation
but think that mining and
urban planning
stakeholders would not
agree to it. Thinks that
the general public would
not have interest in it.
Bridging
Researchers can
participate in public
debates and forums to
promote their research
findings and engage
with policymakers and
other stakeholders. They
can also use these
platforms to educate the
public about important
policy issues and build
support for their policy
recommendations.
Interest
Does not show interest
in the restoration
strategy and does not
see its value.
Policy makers invite
researchers on public
dialogue and provide
time in airing their
stand and
recommendation.
Researchers can
highlight how
international
communities have
emphasized the
importance of nature
restoration to slowing
down climate change.
Evaluation
Argued that international
community pressure has
the greatest potential to
affect policy.
Researchers can work
with advocacy groups
and other stakeholders
to compare and relate
plans.
Findings can assist
policy maker decision
making and influence
future actions.
Trial
Low collaborative
possibility. Constrained
by current view of the
issue.
Policy makers to
access all possible
resources and networks
that can be leveraged
in supporting the
creation of policy. This
can include
government fundings,
staff support, and
connection to other
“policymaking bodies”
and other stakeholders.
Conclusion
Based on the analysis, we have
concluded that ACA 1 which targets
engaging with policy makers has the
most potential in driving the
restoration strategy/project.
Plan of Action
Operations
●
●
●
●
●
Develop relationships with policymakers
Communicate research findings
Collaborate with advocacy groups
Engage in policy advocacy
Participate in public debates
Plan of Action
Management Information System
●
●
Collect, store, process, and analyze data more efficiently and accurately
Communication and collaboration tool for the stakeholders
Plan of Action
Human Resource Development
●
●
Regular dialogue with different stakeholders
Monitoring of development of policies
THANKS!
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