Marketing a Lake Plan to a Cottage Community and Watershed Residents

Marketing a Lake Plan to a Cottage Community and Watershed Residents

Garrah, Kate

Kennisis Lake Planning Committee
Host contact: Butcher, Ron

Sager, Eric
Department: Environmental and Resource Science/Studies

TP-557

2007

U-Links Office and online

Kennisis Lake

Implementing a lake plan

This project aims to understand what motivates people to act on their values.This will provide direction for the implementation of the lake plan in upcoming years and is intended to increase compliance with any proposed changes.

The Kennisis Lake Planning Committee has completed an extensive survey from which data has been gathered on what is important to the lake residents and residents on surrounding lakes. This paper is intended to provide a springboard for implementation of a future lake / watershed plan for community residents. It addresses what might motivate people to act on recommendations outlined in the plan and what might motivate people to adhere to legislation already in place. Combining marketing strategies greatly improves the probability that the desired behaviour will be observed. Three key areas to focus on in developing a strategy are accessibility of the behaviour, communication, and a social norm surrounding the behaviour. This is much simplified, however these three areas are fundamental to a successful marketing strategy. The easier and clearer the behaviour is to engage in, the more likely it will be observed.

Trent University