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Communicating the message

Communicating the message. ...a message from our sponsors. Structure. The problem and ICZM marketing challenges Defining the key ICZM message Visualising the ICZM message The Transformation: - to ‘Mediterranean Best Coast’ in seven steps Communicating the ICZM message…. The problem?.

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Communicating the message

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  1. Communicating the message ...a message from our sponsors

  2. Structure The problem and ICZM marketing challenges Defining the key ICZM message Visualising the ICZM message The Transformation: - to ‘Mediterranean Best Coast’ in seven steps Communicating the ICZM message…

  3. The problem? The fundamental value of ICZM as a means of delivering sustainable coastal development in the Mediterranean remains valid. BUT… • …its recognition is critically low • …this factor threatens the potential success of ICZM in the Mediterranean and elsewhere.

  4. The problem? Why? • ICZM lacks apparent and contemporary relevance to politicians and other decision makers • The technocratic nature and image of ICZM is a barrier“The main shortcomings of proactive ICZM derive from… administrative inertia at all levels and… the “lack of political will”UNEP/MAP/PAP: White Paper: “Coastal Zone Management in the Mediterranean.

  5. The problem? • “…ICZM as a brand name holds few widely recognised values in the minds of its target consumers • and a very low recognition level compared to Sustainable Development, Agenda 21 or the Millennium Development Goals”

  6. The challenge? Blue Plan’s “Environment & Development Outlook”, 2005

  7. “negative costs of current coastal development trends on GDP from 3 to 5.5% of GDP the depletion of natural resources… …coastal concreting of more than 4000kms by 2025 ….aggravated north-south fractures, …social dissatisfaction, risks of instability, …congestion of coastal regions, the overexploitation and management deficits of hinterlands, urban sprawl, desertification, loss of biodiversity and traditional landscapes increasing vulnerability to natural risks fires, floods, earthquakes, droughts and maritime pollution….” et al The challenge?

  8. The challenge?

  9. The challenge? The Blue Plan’s alternative development scenario to 2025 is based on “urgently stopping and reversing the continuing degradation of coastal areas” But… “…this alternative scenario will …run up against political and administrative inertia and dominant, short term interests.”

  10. The challenge? – we need to: Encapsulate ICZM into a simple key message Differentiate ICZM as a process that offerssuperior value Provide a language and process that is consumer focussed Present ICZM as adaptive and flexible in its application to the Mediterranean to support the ICZM Protocol

  11. The message

  12. The message “…a better way”– the claim “visualising the coastal future you want” – the aspiration …“enabling you to achieve it” – the transformation.

  13. Visualising the message New language New images New communication techniques New media

  14. Visualising the message Developing the new language: Integrated coastal development– the scenario matrix

  15. A BETTER WAY rich rich poorEconomy poor Environment • SUSTAINABLE • ‘Enabling’ local & national policy environment to encourage intersectoral cooperation and partnership leading to reduced conflict • ‘Bottom-line’, coastal regulation e.g. Coastal law, Resilient natural, social and economic systems • Environment integrated into productive development • Market leadership in ecotourism, environmental technologies, attractive to investment • Resilient to climate change etc. • New & innovative development paths • Stewardship of diverse natural resources and strong coastal land agency retains attractive and diverse landscape • Stakeholder involvement • Healthy “Horizon 2020” pollution compliance • TRADITIONAL • High quality environment based on traditional stewardship of natural and cultural resources • Traditional cultural activities • Low economic productivity • Poverty of coastal communities and loss of young people • Threats to natural land and marine resources dependent on traditional stewardship • Pressure for development and public sector intervention • ‘Regulatory’ policy environment • High social instability, migration and conflict • High environmental vulnerability to flooding and storms • Coastal erosion • Low investment • High risk of accidental pollution from poor infrastructure, outdated equipment • High public health risk from inadequate public infrastructure and enforcement • Cost of degradation of 3 – 5% of GDP • High public investment dependency • Low government priority • Local communities lack vision, commitment & funding • Poor waste management • HIGH RISK High short term return on investment Predominantly private sector investment in development hot-spots • Marginal areas fall into decline • Low regulation and potential corruption • High vulnerability to global competition • Diminishing long-term returns • Cost of degradation of 3 – 5% of GDP • High public costs of remediation • Sectoral conflicts • Water depletion and marine pollution • Concretisation and coastal erosion • Vehicle congestion • Depletion of natural resources • High levels of wasteFREE MARKET

  16. The language - a coast that is: resilient- to climate change, resilient to natural processes, resilient to human processes productive - financially, competitive, high in value, increasing GDP, alleviating poverty diverse – in ecological, diverse in experiential terms distinctive –culturally, distinctive in marketing attractive –to visitors, investors and to local people healthy – free from pollution

  17. The transformation – a coast that is: …future-proofed The coast of the future will be… resilient productive diverse distinctive attractive healthy La côte du futur devra être… résistante productive diversifiée singulière attrayante saine

  18. The transformation

  19. The transformation The ambition from the “push” of the external funding programme to the self-sustaining “pull”

  20. Communicating the message A new language for ICZM in the Mediterranean

  21. Communicating the message TV commercial in target countries Supporting publicity materials Use/train the best ICZM communicators Marketing & awareness strategies for each state 3 ICZM Ambassadors and opinion formers Coast Days Focus groups/ workshops A new language for ICZM in the Mediterranean

  22. Communicating the message • Target audience …identify individuals with high social networking potential A top-down approach

  23. Communicating the message • Target audience • Opinion formers - cascading down: community leaders, business, media, etc...

  24. The message Individuals Communicating the message • Cascading down Coastal Ambassadors

  25. Communicating the message …create simple, viral messages that have a high probability of being passed along

  26. Communicating the message ...build the message around people ....not just nature

  27. brian.shipman@gmail.com Thank you for your attention

  28. Communicating the message

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