SOCIAL MARKETING STRATEGIES FOR THE PUBLIC AND NON-PROFIT SECTORS (A002)
Atlantic Workshops > Social Marketing Strategies
WHY SHOULD YOU ATTEND?
Effective social marketing programs do not just increase awareness and educate, but actually change attitudes and behaviour. This one-day workshop will teach participants the most up to date techniques on influencing attitudes and behaviours that will improve health, prevent injuries, protect the environment, improve money management practices, prepare citizens for emergencies, convince youth to stay in school, promote positive parenting, and address a multitude of today’s issues.
You will work through a proven planning process to develop a customized, structured social marketing plan for your organization. The Course Workbook guides you through this process for creating your own Customized Social Marketing Action Plan. This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours. Content is based on over two decades of experience in developing and implementing successful social marketing programs.
Attending this workshop will save you countless hours of planning time and give you proven techniques for launching a successful social marketing initiative. This workshop will show you how to develop an end-to-end social marketing plan on your own resulting in an ability to run with your initiative immediately. It is also offered as a solution to those looking to acquire value-added skills to improve their expertise in strategic results-based marketing planning. You will also receive a comprehensive social marketing workbook which allows you to plan your social marketing plan in ONE DAY.
WHAT WILL YOU LEARN?
- A step-by-step structured approach to preparing a social marketing plan that is actionable and will have maximum impact
- How to implement a social marketing program on a very limited budget
- How social marketing is different from public education, outreach and other communication strategies
- How to use social marketing to give you a single approach for mobilizing communities, influencing the media, lobbying/advocacy and building strategic alliances with business
- Case examples of successful public sector social marketing campaigns
Agenda |
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|---|---|
8:45 - 9:00 |
Introductions Workshop objectives and agenda overview. Participants' introductions and expectations. |
9:00 - 9:35 |
Overview of Social Marketing Overview of social marketing, the challenges involved in developing a social marketing initiative, discussion on the 10 Commandments of social marketing, and key attributes of a social marketing plan. |
9:35 - 10:00 |
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 (Environmental Scan) and SWOT analysis. |
10:00 - 10:15 |
Break |
10:15 - 10:30 |
Developing a Segmentation Plan
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10:30 - 11:00 |
Social Norms and Competing Behaviours and Barriers A review of the social norm process. How to identify competing behaviours and barriers and an examination of upstream social marketing |
11:00 - 11:30 |
Objective Setting
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11:30 - 12:15 |
Marketing Strategy Development The steps to developing a product strategy including: Actual product; Augmented product; and Core product as well as steps to developing a positioning strategy. |
12:15 - 13:15 |
Lunch |
13:15 - 13:45 |
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. |
13:45 - 14:15 |
Place Considerations An examination of the Place/Channel where and when the target market will perform the desired behaviour and access products and services related to the campaign. |
14:15 - 15:00 |
Promotional Considerations (i.e. Marketing Communications) An 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 communications or marketing supplier. |
15:00 - 15:15 |
Break |
| 15:15-15:45 | Monitoring and Evaluation A review of the various methods and strategies for performance measurement and evaluation, including measuring Outputs and process measures, Outcomes and Impacts. |
| 15:45-16:15 | Budgeting and Implementation A review of the process for budgeting for a campaign and the key steps involved in developing an Implementation Plan. A review of best practices in social marketing. |
| 16:15-16:30 | Workshop Evaluation and Wrap-up |
Instructor
Jim Mintz
James (Jim) Mintz is Director of the Centre of Excellence for Public Sector Marketing (CEPSM), Ottawa and Program Director of the "Professional Certificate in Public Sector and Non-Profit Marketing" at Carleton University's Sprott School of Business.
When, Where How much?
March 25, 2010 -
Accepting Registrations
Halifax, Nova Scotia
$675 (+ tax)
Register for a workshop
By mail
The Centre for Excellence in Communications
Suite 214,
223 Colonnade Rd South
Ottawa, Ontario,
K2E 7K3
By email
By telephone
(613) 233 2175
By fax
(613) 233 7617