Introduction The Hawaii living reef program aims at sensitizing the communities living in the island of the importance of conserving the coral reefs. In order to achieve this, it has been found that social marketing of the island should be given necessary priority. There are several ways in which social marketing could be explained or defined. This paper explores the situation analysis of Hawaii coral reef conservation program. Assignment Definition The Hawaii’s Living Reef program aims at creating public awareness on the importance of the living coral reef ecosystem and its contribution to the Hawaii lifestyle (Coral Reef Outreach Network, 2005). This may not be possible without proper social marketing strategies which will assist in the analysis and general outline of the project at hand. This marketing strategy should be targeted towards influencing voluntary behavioral change. This will in turn benefit the residents themselves since the conservation of the coral reefs will provide sustainable solution to the challenges facing the coral reefs. Audience segmentation and Behavioral patterns In marketing and creating awareness for the coral reefs, a procedure involving the identification of small workable groups which will steer the process of conservation is required. From such groups, well directed programs can then be formulated. A unit behavioral pattern involving these groups is then analyzed. These audience segments are categorized in terms of their behavioral characteristics. Some of the barriers noted include bad behavior such as feeding the fish. This will interfere with the natural setting and aquatic lifestyle of these animals. In some cases, wrong kind of foodstuff can be given out leading to their deaths. Another bad behavior is pollution which originates from land (Coral Reef Outreach Network, 2005). Poor land use practices which has led erosion of sediments to the waters is a big problem. Also, over exploitation of the reefs through extensive fishing programs and sometimes use of unacceptable ways of fishing is negative attribute towards the living reef program. Acceptable behavioral pattern will include the opposite o f all the aforementioned traits. Hawaiian Heritage attitudes and Competition An outstanding attribute in the process of conserving the coral reefs is competition. However, this may not be effective enough if the Hawaiian heritage Attitudes towards reef conservation is not put into mind. Basically, the coral reefs form an important cultural aspect of the residents of Hawaii Island. For this reason, this cultural aspect form part of the competition which entails the general behavioral responses arising from the Hawaii residents against what is expected of them. In this case, the target audience who are Hawaiian residents may be having some unacceptable behaviors which compete with the expectations of the conservation process (Brown et al. 2004). It may be a tough challenge trying to change the practices which these residents are accustomed to. Another competition may also arise from individual persons and other corporate organizations that have options to the proposals being put forward to conserve the coral reefs. In a factual marketing approach, such competitors ought to be tackled decisively