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Make Your Aim More Accurate

Make Your Aim More Accurate. Annette Frahm Sage Environmental. A clear aim increases your impact. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” ― Nido Qubein

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Make Your Aim More Accurate

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  1. Make Your Aim More Accurate Annette Frahm Sage Environmental

  2. A clear aim increases your impact “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” ― Nido Qubein “In the absence of clearly defined goals, we become strangely loyal to performing daily acts of trivia.” ― Unknown

  3. Make your aim more accurate • Know where you’re going • Know your target audience • Craft a clear, coherent strategy

  4. 1. Know where you’re going • What are your long-term goals? • What do you want this project to accomplish? • What do you want your audience to do?

  5. What’s the goal?More recycling ≠ less waste

  6. Beyond Waste goals • Reduce wastes and toxic substances used • Use resources more efficiently; use excess materials as resources • Balance business needs and environmental protection • Use sustainability principles in making decisions

  7. A good objective is concrete • Realistic • Possible for you to do • Specific • What? When? • Measurable • How many? "If you don't know where you are going, you might wind up someplace else." ―Yogi Berra

  8. Concrete objective • Increase the number of new callers to the Hotline by 1,000 in 2006, especially residents of King County outside of Seattle

  9. Selecting your target audience • Pollutes most? • Most at risk? • Has most at stake? • Makes decisions? • Influences others? • Reachable? • Responsive?

  10. 2. Know your target audience • Get outside and ask! • Crucial questions: • What are barriers to changing behavior? • What might overcome barriers? Where are opportunities? • Find out knowledge, beliefs, skills, motivations “No man really becomes a fool until he stops asking questions.”  ―Charles Steinmetz

  11. Rubbish Rebels: Analysis • Younger males • Heavy, deliberate polluters • Motivators/barriers to change • Concern with image, peers, being “cool” • Don’t care about environment, neighborhood • Interested in the future • Car enthusiasts

  12. Rubbish Rebels: Strategies • Partnerships with car clubs • Credibility, peer to peer • Strategic radio advertising • Targeted station & time • Partnerships with auto parts stores • Posters, counter cards, floor graphics

  13. Rubbish Rebels: Results • Used oil collection: 9% increase over previous year • Calls to hotline for oil recycling info: 120% increase

  14. 3. Craft a clear, coherent strategy • Use what you have learned • Barriers, benefits, opportunities • Messages, delivery • Learn from others’ experiences • www.toolsofchange.com/ • www.cbsm.com/

  15. 3. Craft a clear strategy (cont.) • Use key behavior change principles • Information ≠ behavior change • Learn more • Keep it simple >150,000 commercials by age 35

  16. Making my own aim more accurate “I always wanted to be somebody, but I should have been more specific.” ― Lily Tomlin/Jane Wagner

  17. What about you? • What are you trying to accomplish? • Who do you want to reach? • How clear are your strategies? • How accurate is your aim?

  18. Contact info Annette FrahmSage Environmental7712 11th Ave NWSeattle, WA 98117206-789-7001 (phone) 206-789-7021 (fax)afrahm@sageenviro.comwww.sageeenviro.com

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