Using Social Marketing to Improve Shoreline Management
- Published
- Status
- Piloting
- Target Location(s)
- Maryland; Virginia; Delaware
Authors: Rachel Felver,
Organizations: Alliance for the Chesapeake Bay,
Contact: Rachel Felver (rfelver@chesapeakebay.net)
Abstract
The goal of this work is ultimately to improve the health of the Chesapeake Bay and its tributaries by reducing excessive shoreline erosion, preventing sediment, nitrogen and phosphorus pollution, creating healthier ecosystems and mitigating the impacts of climate change. The process utilized the following data sources: a literature review; a survey of shoreline management experts; and a survey of Maryland and Virginia shoreline property owners. In addition, a steering committee of shoreline and communication experts was assembled to provide oversight and expertise. The research results were used to design strategies and materials to help shoreline property owners in the Chesapeake Bay better manage their shorelines.
Target Behaviors
Behaviors
Install living shoreline; Keep an existing shoreline natural; Plant upland vegetation
Why was this behavior selected?
The results indicated that a community-based social marketing behavior change program should prioritize those properties that do not currently have an armored shoreline, as they face fewer barriers to action.
Are there component behaviors to the target behavior?
- If a shoreline is currently armored, the property owner must remove their existing shoreline.
- To install a living shoreline, property owners must undergo a rigorous permitting process.
Target Audience
Audiences
Waterfront/riparian landowners
Primary Audience
Secondary Audience
Demographics
All/Not specified
Ages
All/Not specified
Description of Target Audience
The target audience for this work was residential shoreline property owners along the Chesapeake Bay. Research was conducted in both Maryland and Virginia. No significant differences were found between property owners by state of residence. Therefore, the results should be applicable across shoreline property owners in the Chesapeake Bay.
Audience Research
Barriers
Ranked barriers to installing a living shoreline:
- I do not want to apply for permits to install a living shoreline.
- Living shorelines are too expensive.
- I do not think living shorelines would provide erosion control.
- I do not want to take care of vegetation.
- A living shoreline would make the shoreline less accessible.
- A living shoreline would look odd when compared to my neighbor.
- I do not know how to a professional who would install a living shoreline.
- Installing a living shoreline is too complicated.
- I do not understand what a living shoreline is.
Ranked barriers to planting upland vegetation:
- I do not need more vegetation on land near my shoreline.
- I do not want to take care of vegetation.
- More vegetation would make my shoreline less accessible.
- Installing more vegetation is too complicated.
- I do not know how to find a professional to install vegetation.
- More vegetation would look odd when compared to my neighbor.
Benefits
Ranked benefits to installing a living shoreline:
- I want to protect the health of the Bay.
- I like how a living shoreline looks.
- I want to provide more habitat for fish near my shoreline.
- Installing a living shoreline is the right thing to do.
- A living shoreline would be beneficial for my property.
- I want more vegetation close to my shoreline.
Ranked benefits to planting upland vegetation:
- I want to protect the health of the Bay.
- Planting more vegetation is the right thing to do.
- More nearshore vegetation would prevent erosion damage.
- More vegetation would look good.
- I want to provide more habitat for animals on my property.
Gaining insight into your target audience
Our approach focused on selecting concrete behaviors followed by a careful analysis of four specific impacts: 1) excessive erosion; 2) water quality; 3) habitat; and 4) climate change resiliency. Data was also collected from shoreline property owners on their existing level of engagement in the target behaviors (pentation), their likelihood of behavior change (probability) and the relevance of the behavior across the target audience (applicability).
The first step in the behavior selection process involved a literature review and meeting with a steering committee of experts to identify shoreline management behaviors of interest. To measure impact, the steering committee were asked to rate 11 behaviors on their potential impact on the four specific impacts noted above. It was assumed the behavior was implemented on a shoreline where the management technique was appropriate. To gauge applicability, the steering committee surmised that any installation on a specific property must be chosen based on a variety of contextual factors and designed by an expert to be effective. Wave energy and its resulting erosion rate were suggested to approximate applicability. Therefore, the action of planting upland vegetation was rated a "1" for applicability (the vast amount of properties could engage), while the other were rated a "0.8" (80% of properties could engage). Probability was determined by a mail survey of 1,600 waterfront property owners living along the Chesapeake Bay. Penetration was to have been determined by the survey as well, but the question was misunderstood by participants and not used in the final weighting criteria.
In addition to the above-identified barriers and benefits, the survey revealed the following information about the target audience.
Shoreline-related attitudes:
- Protecting the health of the Chesapeake Bay is important to me.
- I enjoy recreational water activities.
- My ability to access my shoreline is important to me.
- I like the look of a mowed lawn on my property.
- I like how my shoreline looks currently.
- I want my shoreline to look natural.
- I am concerned about shoreline erosion.
- I know how to take care of a shoreline.
- I do not like a lot of vegetation on my shoreline.
How do you receive communication about your shoreline?
- Neighbors.
- Friends and family.
- Contractors.
- State environmental or natural resources agency.
- County or city government.
- Other.
Campaign Strategy
Outreach Tactics
Prompts, Public commitment statements, Social diffusion, Story-telling
What media/communication channels did you use?
Direct mail, E-mail, Events, Face to face, Online or other digital media, Organization methods (through constituents of influential community organizations), Publications, Small group or public meetings, Social media
Products and Services
- Commitment card.
- Posters.
- Shoreline signs.
- Video (7 minutes).
- List of living shoreline resources provided by federal and state agencies, local jurisdictions, non-profits, community organizations and academic institutions.
- Case studies.
- List of contractors in Delaware, Maryland and Virginia who have experience in living shoreline design, engineering and/or installation.
- A list of questions that property owners should ask of contractors.
- Event planning guide (to show off a demonstration site and to hold a public event).
- List of funding opportunities.
- Document that provides property owners with scientifically backed data on why living shorelines are more resilient than hardened structures.
- A list of native plant resources.
- Simple diagram showing the permitting process.
- Talking points.
- Resource document with a list of organizational Facebook pages, local Facebook pages, Nextdoor groups, community newsletters, public event spaces, demonstration sites, general resources, educational organizations, training and workshops, other programs and other campaigns.
Place
To reach and engage property owners, we recommend the following communication channels:
- Local publications and social media groups.
- Demonstration site events.
- Public events.
Primary Messages
- Keep a living shoreline--commit to keeping your shoreline natural.
- The Chesapeake Bay is my community. I commit to not removing vegetation on my property; to explore options on how to plant natural vegetation; to create a better habitat for wildlife; and to protect the health of the Bay.
- Inspire others to become guardians of the Bay by protecting our shorelines.
- You are the lifeline. Keep a living shoreline.
- It's up to you to preserve the Chesapeake Bay. Help by installing a living shoreline.
- I'm a guardian of the Bay.
Lessons Learned
Was the campaign a success?
Campign in progress
How did you measure impact?
All/Not specified
Related Files
- TK-1b-CBP_Living-Shoreline-Commitment-Card-2021-11-24-Web.pdf
- TK-2b-CBP_DE-Poster-2021-11-24-Web.pdf
- TK-3b-CBP_Shoreline-Sign-2021-11-24-Web.pdf
- TK-5-CBP-State-Agencies-and-NGOs-2021-08-30.pdf
- TK-6-CBP-Case-Study-Cape-St-Claire-2021-11-18.pdf
- TK-7-CBP-Case-Study-Pines-on-the-Severn-2021-11-19.pdf
- TK-8-CBP-Case-Study-Eden-Property-2021-11-19.pdf
- TK-9-CBP-Case-Study-Ivey-Property-2021-11-19.pdf
- TK-10-CBP-Case-Study-Elizabeth-River-2021-11-19.pdf
- TK-11-CBP-Case-Study-Lafayette-River-2021-11-19.pdf
- TK-12-CBP-List-of-Contractors-2021-08-30.pdf
- TK-13-CBP-Questions-2021-08-31.pdf
- TK-14-CBP-Event-Guide-Demonstration-Site-2021-11-18.pdf
- TK-15-CBP-Event-Guide-Public-2021-11-18.pdf
- TK-16-CBP-Funding-Resources-2021-08-30.pdf
- TK-17-CBP-Bulkhead-vs-Living-Shoreline-2021-11-19.pdf
- TK-18-CBP-Native-Plant-List-2021-08-31-02.pdf
- TK-19b-CBP-Living-Shoreline-Permitting-Flyer-2021-11-24-Web.pdf
- TK-20-CBP-Talking-Points-2021-08-30.pdf
- TK-21-CBP-Resource-Spreadsheet-Master-Document.pdf
- Living-Shoreline-Outreach-Implementation-Plan.pdf
- 16788_Action-Research_FInal-Shoreline_Implementation_Plan_Jan2021.pdf