Frause partnered with King County to develop Natural Yard Care Neighborhoods, a series of educational workshops offered in selected neighborhoods throughout King County. Classic social marketing techniques were used to identify barriers to the five desired behaviors, along with factors that would motivate homeowners to adopt these behaviors. Workshop topics and content were created, expert speakers were enlisted, and written materials were developed. A multi-pronged marketing process was built to inform neighbors of the workshops and encourage attendance. Tactics included direct mail, community partnerships, door-to-door canvassing, and email and telephone follow-up.
Participation in Natural Yard Care Neighborhoods has increased each year. To date, more than 6,000 households have taken part in the program. Through social diffusion, an estimated 35,000 to 42,000 residents have learned of the program and some of the recommended yard care behaviors. While it cannot be considered definitive, recent research findings indicate workshop attendance has a positive impact on some yard care behaviors. Evaluative research conducted among participants in a single neighborhood showed that use of organic fertilizers more than doubled, and 71 percent fewer people applied pesticides.
|Community-Based Social Marketing||Training/Facilitation|