R ARE S OCIAL M ARKETING A CADEMY
Instructions: After writing a sub-strategy for each P, synthesize one Marketing Mix that blends the five
P’s together. Be sure to blend them together in a way that this is one specific clear strategy, not just a collection of points from the five sub-strategies.
Northern Non-MA Fishers
Product Sub-Strategy
The campaign will promote for the commercial fisher from Northern Belize to apply for a
Managed Access license. This behavior is beneficial for the conservation of the fishing resources for future fishing generations than the continued open access fishing; this will directly aid in reducing the number of opportunistic and illegal fishing in their customary fishing grounds. Moreover, having exclusive rights to customary areas will decrease the fishing pressure, increase the catch over time, and secure the livelihood of present and future fishing generations.
Price Sub-Strategy
The campaign will provide to fishers the knowledge on the process for applying for this new
MA license. Knowing that the FD will be providing even MA rights to all fishers in the MRs; fisher that are already part of the MA in the pilot sites will communicate to the rest of fishers, the benefits of the program and why it is substantial for their livelihoods, whilst breaking that repercussion held against them for owning a MA license.
Place Sub-Strategy
The campaign will reach fishers in established areas where fishers are more likely to share information about their fishing activities; at cooperatives and the port in Belize. Outreach will also be carried out at the community level, with the aid of coop representatives, in public places that fishers frequent the most; such as sea side, bars, and shops.
Promotion Sub-Strategy
The campaign will promote the application for a MA license through the following ways:
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Provide testimonial from MA fishers form the pilot sites and FD personnel involved in the process; during coop and FD meetings in the community.
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Creating highly pride material (billboards, mascot, posters, or murals) to capture the attention in public places.
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Creating the radio spots to reach to the large audience in a given time.
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Support changes via community mobilization activities (school fairs, 5 aside school football marathons, community videos/presentations, school clean ups) in order to create pride in the fishers and show the BC is fundamental for their culture and livelihoods.
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R ARE S OCIAL M ARKETING A CADEMY
Positioning Sub-Strategy
The campaign will reach fishers in established areas where fishers are more likely to share information about their fishing activities; at cooperatives and the port in Belize. Outreach will also be carried out at the community level with the aid of coop representatives, in public places that fishers frequent the most; such as sea side, bars, and shops.
Marketing Mix
The goal of the campaign is to get the Northern commercial fishers to apply for a Managed
Access license. For fishers to be evenly granted exclusive fishing rights for customary fishing grounds (MRs). The campaign wants commercial fishers to see the importance of adopting sustainable fishing practices and end open access fishing in order to secure their livelihoods and for future fishing generations.
The campaign will develop targeted messages for fishers to overcome the social and emotional barrier to applying for a MA license. These messages will strongly position the new BC as beneficial for the fishers, their families and the entire communities, and for the future generations. The messages will highlight the importance of the benefits of the new BC: better catches over time, reduced opportunistic and illegal fishing, and secured livelihoods for present and future generations. Moreover, MA fishers’ testimonial will aid in concreting the above mentioned benefits of having MA license.
The targeted messages will be delivered at key places: commercial key points, at the community level, and also at the fishing grounds. Since fishers gather at the cooperatives, port in Belize, recreational area in the communities, the campaign will develop good quality visual materials to capture the attention and convey conversation among fishers on the importance of applying for a MA license. Moreover, radio spots will be created and aired through love FM and Estereo Amor radio stations in the morning from 6:00 am to 8:00 am and in the evening from 5:00pm to 7:00 pm, in order to reach to the larger target audiences since most of them listen to radio while out at sea. Subsequently, also reaching to the entire public in Belize who depends from the fishing industry in the country. The campaign will also strengthen the message delivery processes by organizing large events at the community levels, school fairs, 5 a side school football marathons, community presentations/videos, in order for the entire community to appreciate the importance of the new behavior change.
Accepting that MA licenses will aid in fishers adopting better fishing practices and help in putting a stop to open access fishing, the pride and recognition of a role model in conserving the marine resources for the continued economic benefit of their families and future fishing generation, will be instigated in all fishers.
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R ARE S OCIAL M ARKETING A CADEMY
Northern MA Fishers
Product Sub-Strategy
The campaign will promote that Managed Access fishers should renew their licenses for managed access license because the licensing system will be improved so fishers are able to receive their licenses immediately. (Re-enforce benefits, Looking forward to other
(Additional) managed access sites)
Price Sub-Strategy
The campaign will provide an efficient and improved licensing section where licenses will be issued out immediate. Fishers that renew their licenses early will then communicate to other fishers that the licensing system has improved. By encouraging other fishers to renew, fishers will then willingly accept the new behavior and renew their licenses. (Increase barriers to the old behavior and reduce barriers for the new one)
Place Sub-Strategy
The campaign will reach fishers in places where they are together and therefore more likely to talk about renewing their Managed Access License. Since the Cooperative is an established group in the fishing community, it will be the primary place to distribute information to fishers on renewing their Managed Access license. The campaign will also promote messages in other public places such as out at the marine reserves, Fisheries Department Offices, and major landing sites for fishers.
Promotion Sub-Strategy
The campaign will promote the renewal of Managed Access License in the following ways:
(1) Organizing discussions and testimonials with fishers at the cooperative meetings so fishers can learn the benefits of renewing their Managed Access License and the consequences of not renewing it. (2) Creating highly visual pride materials that will capture attention of fishers in public places, (3) produce radio spots with fishing leaders so fishers can continue to renew their licenses and, (4) hosting community meetings with fishers to discuss the Benefits exchange, with emphasis on the benefits.
Positioning Sub-Strategy
The campaign will position the renewal of license as a change that benefits (1) Managed
Access fishers, (2) Community Fishers, and (3) future generations. One set of messages will emphasize why the renewal of Managed Access license is important. The campaign will also educate fishers about increased catch, food and income. Finally, the campaign will position the behavior change as desirable because it will protect the fishing livelihood for future generations.
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R ARE S OCIAL M ARKETING A CADEMY
Marketing Mix
The Goal of the Pride Campaign is to get fishers to Continue renewing their Managed Access
License. The campaign will improve the licensing system so fishers can receive their licenses immediately.
The campaign will develop targeted messages to overcome the social and emotional barriers to renewing their Managed Access License. These messages will put the new behavior as beneficial to Managed Access Fishers, Families and communities of fishers as well as future generations. In addition to improving the licensing system and providing information at the cooperative meetings, fishers will learn the benefits of renewing their licenses from cooperative leaders and respected fishers in the community. These testimonials will highlight that the renewal of licenses is important, there will be increase fishing catch and house hold income overtime, and secure the livelihoods of future generations.
Beyond cooperative meetings, there are other places where the fishers are more likely to be receptive to campaign messages. Since fishers gather at their landing sites and out at the marine reserves such as the reserve staff base, the campaign will create highly visual materials to capture attention and generate conversation around renewal of their Managed Access
License. At the same time while many fishers listen to radio while out at sea, the campaign will host radio spots that discuss the benefits of renewing their licenses. The campaign will also coordinate large events such as festivals and demonstrations. These events will reinforce feelings of pride around securing the livelihoods of the future generation of fishers. All this will help fishers realize that renewing their license is important.
Recognizing that the renewal of licenses is important, the campaign will host community meetings with fishers to discuss the cost of maintaining the old behavior and the benefits that come along with adopting the renewal of licenses. These messages will emphasize how the renewal of licenses is important to fishers and that they can receive benefits as Managed access fishers, family and community.
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