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 restrictions- controlled/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