Market Research Journal

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San Dieguito River Valley Conservancy

Tyler Asaro

Journal Key:

(*) Tasks

($) Events

(#) Notes

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Day 1 - Competitive Environment

*SDRVC is an Environment Nonprofit and it is a conservancy that is dedicated to sustainable

management for the natural resources that come from San Dieguito Watershed. SDRVC is

partnered with several other nonprofits such as “Friends of the San Dieguito River Valley” and

“San Dieguito River Park Joint Powers Authority”. Therefore, there are no real competitors due

to the other organizations working together in sustaining the San Dieguito Watershed. However,

there are strength in numbers and having the extension of SDRVC to several other nonprofits

helps ensure the Watershed stays thriving.

$ SDVRC has withheld 92,000 acres across and 70-mile coast to crest trail from the ocean at Del

Mar to Volcan Mountain that is North of Julian to have a mature reality for the past 30 plus

years.

# Mission SDRVC is a conservancy that is here to preserve, protect, and share the cultural and

natural resources that San Dieguito River Valley has to offer, through collective efforts in order

to acquire lands, complete trails, restore old habitats, start establishing more educational

programs, create more interpretive centers, and ensure there is an ensemble of public support

backing the cause.

# Coast to Crest Trail SDRVC has been developing with its partners since 1986 to complete the

planning and execution of a 70-mile Coast to Crest trail, which includes spreading the

knowledge on the river valley they are preserving. The trail will ensure the public will be able to

explore the entirety of the San Dieguito Watershed along with the beauty it has to offer.

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Day 2 – Target Audience

*SDRVC is intended for the community of San Diego county, however it is not something that

should catered to just one community it should be knowledge giving around our country or

even worldwide. The audience should include any age that wants to better the environment,

because without our open water sources then a lot of animals would not survive as well as

plants, trees, etc.

$ Now that there is a little more leeway with the pandemic going on, it is as good as ever to get

an event together for cleaning up the areas that probably have not been maintained during

these times. Online teaching is a good way to gain help to, spreading knowledge helps the

environment too, SDRVC needs volunteers year round and they put events via

Volunteermatch.com where those who are into helping the environment can find out about

each event opportunity.

# Due to having different ways to help this nonprofit, there is so many different types of people

who can assist. For example, there is a citizen science monitoring program which is the citizen

scientists for SDRVC collecting plants and animal data from the river park to further understand

and they welcome all volunteers to join. Although the target audience is more towards those

who enjoy outdoors and want the environment to stay as healthy as possible, if you enjoy the

scientific side of things there is a spot for that too.

Day 3 – Social Media

*SDRVC is already on several platforms such as Facebook, Instagram, and Twitter and on there

they are posting what is going on with them and what they are looking to accomplish. After

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researching a bit more on social media marketing I came across what World Wide Fund for

Nature (WWF) did in 2017 which was a campaign where they had people all over the world turn

off lights for an hour and the idea had over 2 billion impressions via the hashtag #EarthHour

amongst other tags.

$ For SDRVC they could do something similar but instead of being in doors taking it to the

Watershed (or any where you think needs a little clean up for the environment) and clean up,

pick up trash, post it on social media with tags, and just show that we are trying to continue

making Earth a great place. Not sure if San Diego County alone will create 2 billion impressions,

but any bit would count.

# Due to this being a nonprofit, the marketing mix does not fully work due to the money aspect

(there are donations, but I would not necessarily consider that in part of the mix). However, on

social media alone SDRVC has already shown who they are, what they are striving to

accomplish, and they for sure are showing that they are continuing to make a difference. They

still have events, as of right now the last Facebook posted one was May 30th and it was a

webinar. But like I mentioned before spreading knowledge does great justice if you can not help

the environment physically. Other than the price point of the marketing mix though, they have

the other (P’s) product is the Watershed of course, promotion is what the constantly do which is

have events, spread knowledge, get volunteers on board doing anything they can, and ensuring

others see it all in the works on social media, and lastly the place is inputted anywhere you see

the name SDRVC.

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Day 4 – Nonprofit News

$ within the past couple months there was supposed to be an event at the Coronado Public

Library in San Diego (postponed due to Covid-19), and it was going to be the first annual Citizen

Science Expo. It was going to include over a dozen environment friendly organizations, this

would have been a great way to get many minds together and share and contribute to one

another what they have been collecting and monitoring in their respective organizations.

Another event that was due to take place was a free rattlesnake safety class in association with

Southwestern Field Herping. It was going to be an event on what to do if you occur yourself in a

tight spot with a rattlesnake, what not to do, precautions to take, etc.

# Although SDRVC is clearly setting up events and making the news all around San Diego and

often too, it is sad to see that there is so much lost time during this pandemic but I do have faith

at the rate there were already going they will for sure continue to make a difference anyways in

the future once this is all said and done.

Day 5 – Geographic Impact and History

$ SDRVC started with its partners and sponsors in 1986, and the goal was to ensure all efforts

that were made by there organization and its volunteers and partners would impact the River

Valley of San Diego positively through restoration, teaching, create pathways to go through, gain

help through the community, and have centers where people of all ages can be involved.

# SDRVC is not just for the Watershed but it is also to ensure the citizens of San Diego and its

visitors are going through an environment which is not only safe but also kept in a condition

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that is good for the environment as well. Has all sorts of life such as a diverse bunch of

ecosystems, plants, and wildlife. The San Dieguito Watershed is the most intact watershed in

San Diego County. It is an organization which is led and operated by a volunteer Board of

Directors which is being supported by hundreds of Conservancy members whom have only one

desire involving this program which is to keep the watershed as pure and environment friendly

as possible. From nonprofit organizations to citizens to landowners, SDRVC is joined by so much

of the community just to operate and is amazing to see what has been done and what will

continue to be done by a huge group of people who are all wanting to just provide a better

environment.

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References

 Retrieved from https://sdrvc.org/about/

 Retrieved from http://www.sdrp.org/wordpress/about/partners/

 Retrieved from https://greatnonprofits.org/city/san-

diego/CA/category:environment/sort:review_count/direction:desc

 Alexandra, K. (November 7, 2019) “5 Examples of Nonprofit Social Media Strategies”

https://www.wildapricot.com/blogs/newsblog/2019/11/07/nonprofit-social-media-strategy

 Retrieved from https://coronadotimes.com/news/2020/03/04/2020-citizen-science-expo-at-the-

coronado-public-library/

 Cowan, E. (March 7, 2020) “Excellent time to get out there and explore”

https://www.sandiegouniontribune.com/communities/north-county/story/2020-03-07/column-

excellent-time-to-get-out-there-and-explore

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