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Introduction

Why Outreach?

Part I. Developing a Watershed Outreach Campaign Plan

• Step 1: Define the driving forces, goals, and objectives
• Step 2: Identify and analyze the target audience
• Deciding which segment to target
• Analyzing the target audience
• How do I get information on my target audience?
• Barriers to action: Why do they do what they do?
• Social norms: Everyone's doing it
• Social Marketing 101
• Why social marketing?
• Behavior Change Tools
• Commitment tools
• Prompts
• Step 3: Create the message
• Messages with incentives and rewards
• Deciding which behaviors on which to focus with your message
• Step 4: Package the message
• Mass media formats and news coverage
• Why use the news media?
• Advertising
• TV PSAs
• Print materials and presentations
• Events
• Stuff
• Internet formats
• Step 5: Distribute the message
• Other distribution considerations
• Step 6: Evaluate the outreach campaign

Part II. Implementing the Campaign

• Developing an operating plan
• Determining resources and support
• Putting pen to paper

Module Conclusion

References

Test