Targeting Specific Audiences with Community Based Social Marketing to Improve Neighborhood Stormwater Ponds Paul Monaghan, Gail Hansen, Amanda Concha Holmes, Michelle Atkinson, Shangchun Hu, Emily Ott
Why target some audiences? what appeals to one group may not appeal to another. Marketers divide the market into similar groups (market segments), measure the relative potential of a segment to meet objectives, and then choose one or more segments for concentrating their efforts and resources.
How do we segment audiences? Demographics, psychographics, lifestyles, social norms Likelihood that they will adopt a behavior Impact they will have if they adopt
How do we decide which audiences to target?
It depends on the behavior you want to promote (the product)
Fertilizer ordinances in southwest Florida- an opportunity to target audiences for compliance
Manatee County Ordinance 15 behavioral provisions, ranging from seasonal blackout period (June 1-Sept.30) to certification for commercial applicators, truck decals, and encouragement to follow IFAS recommendations.
Why a blackout period? Fertilizer BMPS advise not to fertilize before rainfall
What does fertilizer runoff mean to homeowners?
We conducted 5 focus groups with homeowners in Manatee County about stormwater pond issues maintenance free or contracted fertilizer application Bought water view properties as an amenity Have had to learn about stormwater systems
Cultural & social norms Value interaction with neighbors (what neighbors think) Appreciation for restrictionscontrolled/consistent environment- fit in with neighborhood aesthetics Pride of ownership- manicured look and good upkeep Pride in neighborhood and community Wildlife highly valued
Perceptions of algae problem Cruddy, swampish, scummy, a health issue We ve had social gatherings at the house and people have made comments whats up with your swamp out there..the smell off of those lakes will take your breath away.
Why is algae a difficult issue? Design of stormwater systems (everyone connected) Landscaping dominated by turf HOA rules that require intensive watering and fertilizing of turf Landscaping on ponds that makes natural function difficult Homeowner preference for one kind of landscape Homeowner knowledge about the connection between fertilizer and algae growth Maintenance practices cause additional problems Will the ordinance help?
Provisions in the county ordinance that we want to promote as products Comply with the blackout period Eliminate clippings and debris in the stormwater system
Social marketing approach to promote compliance with county ordinance Audience: HOA leadership that hires contractors Homeowners to help monitor Landscape contractors Employees Behaviors: control grass clippings and debris and comply with fertilizer blackout Product: Clean ponds, no more algae, compliance is rewarded Barriers: Change in established practices, more involvement by HOA and homeowners, surveillance
Social marketing to encourage vegetative buffer zones around ponds
Benefits of planted buffer around ponds Absorb nutrients Prevents fertilizer from directly entering the pond Littoral plants pump oxygen into water and create habitats Control nuisance vegetation Provide shoreline habitat
Shoreline buffer preferences Colorful, large flowers Open water/vistas- few aquatic plants and low shoreline plants (30% plants) Mature trees- on bank/evergreen Evergreen plants-look good in winter Complexity- Variety of color and texture Neat vs. messy- Shoreline with a designed look and controlled natural appearance Human influence- wall, bench Aesthetics primary factor for plants
Barriers to shoreline buffers Neighbors won t like it Plants will get out of control Cost of maintenance Unwanted wildlife
Ultimately, solutions must use a combination of approaches 1. Government mandates 2. Education 3. Technological solutions 4. Improving performance of ponds through landscaping (buffer planting, littoral and aquatic) 5. Controlling nutrients at the source 6. Recognize that the turf grass/fertilizer relationship that is hardest barrier to overcome
Acknowledgements Residents of Lakewood Ranch and River Club Florida Nursery, Growers and Landscape Association South West Florida Water Management District Center for Landscape Ecology and Conservation