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Social Marketing: Changing Public Behavior for Good
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This two-day course will present a comprehensive overview of the major applications of social marketing, describe the ten step model used to develop a strategic social marketing plan, and illustrate principles for success using case studies, many from within Washington state. The course is especially designed for those working in federal, state, and local public sector agencies, nonprofits, and NGOs in positions charged with influencing desired public behaviors.

3/3/2015 to 3/4/2015
When: March 3–4, 2015
8:30 a.m.–4:30 p.m.
Where: University of Washington Club
E Stevens Way NE
Seattle, Washington  98195
United States

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Course Details
Schedule: March 3–4, 2015
Tuesday–Wednesday
8:30 a.m.–4:30 p.m.

Location: University of Washington Club (UW Club), Seattle, WA
Tuition: $800 (NEW! Early registration deadline extended through January 16, 2015)*; $850 (after January 16, 2015)
* Evans School alumni, students, staff, and faculty are always eligible for the reduced rate, even after the deadline.
Cancellation Deadline: February 10, 2015

Instructor: Nancy Lee



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Scholarship Information

Course Overview
Social Marketing is a proven behavior change discipline first distinguished in the early 1970s. It has had a profound impact on influencing public behaviors that:

-Improve public health: Tobacco, HIV/AIDS, Obesity, Immunizations, Physical Activity
-Prevent injuries: Traffic and Pedestrian Safety, Workplace Safety, Drowning Prevention
-Protect the environment: Water Quality, Water Conservation, Air Quality, Alternative Transportation, Energy Conservation, Waste Management, Fish and Wildlife Habitats
-Contribute to communities: Blood Donation, Crime Prevention, Literacy, Voting

The term Social Marketing is often confused with the term Social Media, which is only one of a multitude of tactics social marketers use, and will be covered only briefly in the course. This two-day course will present a comprehensive overview of the major applications of social marketing, describe the ten step model used to develop a strategic social marketing plan, and illustrate principles for success using case studies, many from within Washington state. The course is especially designed for those working in federal, state, and local public sector agencies, nonprofits, and NGOs in positions charged with influencing desired public behaviors.

Learning Objectives
Understand key distinctions, principles and the strategic social marketing planning process with emphasis on ability to answer the following:

-What is Social Marketing, when is it used, and how does it differ from using education and laws to change behaviors?
-What are components of the Ten-Step Strategic Social Marketing Planning Model?
-Where does marketing research fit in the planning process?
-What are 15 principles for success?
-Participants will work in small teams to draft major components of a social marketing plan for an issue of interest to them.

Who Should Attend
Public and nonprofit leaders who wish to communicate their organizational missions and value to their service areas, communities, and the public at large, with the intention of engendering positive behavior changes.

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