Social Media Writing for Public Sector and Non-Profit Organizations

Instructor Information

  • Susan Murphy

    Susan Murphy Susan Murphy has been working in media and communications for 30 years. She has produced award-winning national television shows, web sites, videos, and a multitude of presentations and marketing/promotional materials.… Read full bio
  • Read full bio


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It is a well-researched fact that awareness alone does not lead people to change their attitudes or behaviours. If you want to elevate your communications or marketing efforts beyond public education and awareness into action-oriented behaviour change, then this introductory social marketing workshop is designed for you.

The growing field of social marketing (not to be confused with social media marketing) seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good.

In this workshop, we will guide you through the A-Z of crucial social marketing concepts, drawing on the latest research from academics and the real-life experiences of social marketing practitioners. We will help you assemble the main components of your own social marketing strategy, saving you countless hours of planning time for your behaviour change initiative.

Who is this workshop for?

This workshop has been designed for public sector and nonprofit professionals developing communications, marketing, and outreach strategies. It is ideal for individuals working on initiatives aimed at influencing public attitudes and behaviors to improve health, prevent injuries, protect the environment, and prepare citizens for emergencies, among other critical issues of our time. Participants will benefit from recent case studies and practical examples that illustrate effective strategies in action. Additionally, the workshop offers a valuable opportunity for those eager to enhance their strategic marketing and communications planning skills. Our approach is grounded in a well-established, research-driven field and guided by international associations such as the International Social Marketing Association (iSMA) and regional bodies like the Social Marketing Association of North America (SMANA).

What will you learn?
  • How to use a step-by-step structured approach to prepare a social marketing plan that is actionable, realistic, and leads to successful implementation;
  • How to set up your goals and manage expectations based on research
  • How to break down your desired behaviour change “product” into actual, augmented and core components
  • How to influence social norms
  • How to segment audiences based on established behaviour change models and frameworks
  • How to identify competing behaviours
  • How to monitor and evaluate your initiative based on knowledge, belief and behaviour objectives
  • How a unified social marketing approach can help you mobilize communities; influence the media; activate key stakeholders, and build strategic alliances with key influencers.
What will you receive?
  • PDF copy of the CEPSM “Social Marketing (Behaviour Change) Planning” Workbook
  • PDF copy of the “Introduction to Social Marketing Planning for Attitude and Behaviour Change” presentation slides
  • PDF copy of workshop MindMap notes and/or MIRO board generated during collaborative exercises
  • Official CEPSM Certificate of Completion (upon request)
  • An electronic Uber Eats gift card that can be used to order lunch from your favourite local restaurant

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