1-Day Workshop – Introduction to Social Marketing Planning for Attitude and Behaviour Change (May 29, 2019)
Why Should You Attend?
Awareness. Are you getting tired of hearing that word? If you want to move your marketing efforts beyond merely public education and awareness campaigns and into the realm of action-oriented behaviour change then this workshop is for you.
It is a well known fact that awareness alone does not lead people to change their attitudes or behaviours. If you want a target audience to adopt a specific lifestyle or support your program or cause, you have to go beyond making people “aware” and start using components of behavioural psychology and strategic social marketing (not to be confused with social media marketing) to stimulate attitude and behaviour change. In this tough economy it’s important to ensure maximum impact for your marketing and communication dollars. Our Social Marketing Workbook (included) will guide you through the process for creating your own customized social marketing action plan for your organization. This workshop has been designed for public sector and non-profit organizations involved in communications and outreach strategies. It will be very relevant to those responsible for efforts focused on influencing attitudes and behaviours to improve health, prevent injuries, protect the environment, prepare citizens for emergencies, convince youth to stay in school, and a multitude of today’s critical issues. This workshop will also be of interest to those who are looking to acquire value-added skills to improve their expertise in strategic, results-based marketing and communications planning.
What Will You Learn?
By attending this workshop, you will save countless hours of planning time and learn proven techniques for launching a successful campaign to change attitudes and behaviours. You will learn:
- How to use a step-by-step structured approach to prepare a social marketing plan that is actionable, has maximum impact, and leads to successful implementation;
- How to present and “sell” your social marketing strategy to management;
- How to implement a social marketing program on a very tight budget;
- How to monitor and evaluate your inputs/outputs, outcomes and impacts;
- How social marketing gives you a single approach: for mobilizing communities; influencing the media; activating key stakeholders; and building strategic alliances with business.
Workshop objectives and agenda overview + participant introductions and expectations.
|9:00 AM||Overview of Social Marketing
Overview of social marketing, the challenges involved in developing a social marketing initiative, and key attributes of a social marketing plan
|9:35 AM||Situation Analysis
An examination of the social issue being addressed and why, the behaviour change you wish to promote, the intended impact of a successful campaign and how to conduct a PEST and SWOT analysis
|10:30 AM||Developing a Segmentation Plan
Examination of various audience segmentation models and approaches.
|11:15 AM||Social Norms and Competing Behaviours and Barriers
Review the social norm process, how to identify competing behaviours and barriers and examination of upstream social marketing.
|11:45 PM|| Objective Setting
Set objectives that can be measured:
Social marketing research, how to develop a marketing research brief.
|1:00 PM||Marketing Strategy Development
Steps to developing a product strategy including: Actual product, Augmented product and Core product as well as steps to developing a positioning strategy
|1:45 PM||Price Considerations
An examination of the price of your social marketing product i.e. the cost both monetary and non-monetary that individuals associate with adopting the new behaviour.
|2:15 PM||Place Considerations
An examination of the Place where and when the target market will perform the desired behaviour and access products and services related to the campaign.
|2:45 PM||Promotion Considerations (i.e. Marketing Communications)
Examination of messages and the tactics used to deliver the messages including the steps to developing a Creative Brief for an advertising agency or other marketing or communications supplier.
|3:30 PM||Monitoring and Evaluation
Review of the various methods and strategies for performance measurement and evaluation including measuring Outputs/ process measures, Outcomes and Impacts.
|4:00 PM||Budgeting and Implementation
Review of the process for budgeting for a campaign and the key steps involved in developing an Implementation Plan. Review of best practices in social marketing.
|4:15 PM||Workshop Evaluation and Wrap-up|
This workshop can also be customized and delivered in-house directly to your organization. Contact us for more info.
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- 8:45AM - 4:00PM
- 343 Preston Street, Ottawa, ON, Canada
CEPSM public training can be customized to your needs and delivered internally. Contact us to learn more.
We conduct a wide variety of marketing and communications training in various formats, including public workshops, custom in-house workshops at your location, the MARCOM Annual Conference; and a university-accredited certificate in public sector and non-profit marketing.
CEPSM public training can also be customized to your needs and delivered internally. Contact us to learn more.