Social Marketing Plan, Steps 5 – 7 outlines key steps in developing a marketing plan to influence stakeholders to make improvements to overwater structures. Step 5 identifies key factors influencing behavior change such as perceptions, barriers, and competition. Step 6 develops a concise positioning statement: "Protect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures." Step 7 discusses marketing mix strategies including product strategies to address barriers, price strategies such as grants and loans, promotion strategies using messages like "Docks: Built Right For People and Fish" delivered through posters, brochures, and other channels.

1. Social Marketing Plan, Steps 5 – 7 Team FEHM: Esther Spanjer

2. BORING! 2

3. YEAH BABY! 3

4. The challenge

6. Barriers

7. Competition5

8. Marine Dock’s and their Effect on Wildlife 6

9. Large % willing to make a change

10. Understanding Barriers 8

12. Time & Effort

13. Facts/Information

15. Positioning Statement The Project “We want recreational dock owners and State-Owned Aquatic Lands lessees to see making some or all of these 5 dock improvements as a top priority way for them to protect native fish and wildlife. We want them to understand why and how native habitats are the most beneficial. Permitting and construction will be easier and less time intensive than they might think. The recommended materials are superior and this is a good investment.” BORING AND TOO LONG! 11

16. Positioning Statement The Project – improved CONCISE AND CLEAR “Protect the habitat of 22 species of native fish and wildlife. Influence and persuade our stakeholders to make the necessary improvements on overwater structures.” 12

18. Price Strategy

19. Place Strategy

20. Promotion Strategy13

22. Price Strategy

23. Place Strategy

24. Promotion Strategy14

25. Product Strategy 15

27. Low Interest Loans

28. Dumpster for free disposal

29. Clean Marina Recognition16

30. Promotion Strategy Messages Docks: Built Right For People and Fish 17

31. Promotion Strategy Who are the messengers? 18

33. Brochures

34. Mailings

35. Press Releases

36. Website with links

37. YouTube video

38. Events19

39. Thank You!