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Title: Using audience segmentation and targeted social marketing to improve landholder management of invasive animals
Contributor(s): Hine, Donald W  (author)orcid ; Sharp, Trudy (author); Driver, Aaron B  (author)orcid 
Publication Date: 2019
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Researchers have developed an impressive set of technologies and recommended best practices for controlling invasive pests. Some landholders embrace these solutions, but others reject or ignore them. Engagement specialists - that is, those tasked with encouraging landholders to help in the task of controlling invasive pests - generally recognise that to gain cooperation they need to modify messaging and interaction strategies to match the unique characteristics of the individuals and groups they work with, but the specialists often make their modifications based on intuition rather than on a systematic evaluation of specific audience needs. This chapter introduces a method of evaluating audience needs through segmentation analysis and then targeting the segments using social marketing. It also demonstrates how these approaches can improve landholder engagement and increase adoption of best practices for managing invasive species.

Publication Type: Book Chapter
Source of Publication: Community-Based Control of Invasive Species, p. 183-209
Publisher: CSIRO Publishing
Place of Publication: Clayton, Australia
ISBN: 9781486308873
Fields of Research (FoR) 2008: 160503 Communications and Media Policy
150303 Corporate Governance and Stakeholder Engagement
Fields of Research (FoR) 2020: 440701 Communications and media policy
350701 Corporate governance
350717 Stakeholder engagement
Socio-Economic Objective (SEO) 2008: 960403 Control of Animal Pests, Diseases and Exotic Species in Farmland, Arable Cropland and Permanent Cropland Environments
Socio-Economic Objective (SEO) 2020: 180602 Control of pests, diseases and exotic species in terrestrial environments
HERDC Category Description: B1 Chapter in a Scholarly Book
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Editor: Editor(s): Paul Martin, Theodore Alter, Don Hine and Tanya Howard
Appears in Collections:Book Chapter
UNE Business School

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