Seattle Masters CBSM Workshop
28th - 29th April, 2016
Register and find out more HERE
About the Workshop
For over two decades Dr McKenzie-Mohr, an environmental psychologist, has been working to incorporate scientific knowledge on behaviour change into the design and delivery of community programs. He is the founder of community-based social marketing and the author of three books on the topic. One of these books, “Fostering Sustainable Behaviour: An Introduction to Community-Based Social Marketing,” has been recommended by Time Magazine and become requisite reading for those who deliver programs to promote sustainable behaviour. He has delivered workshops internationally for over 60,000 environment and health program managers. In addition, he has served as an advisor on a broad array of North American programs, including water and energy efficiency efforts, sustainable transportation initiatives, marine and terrestrial conservation, healthy lifestyles, and waste reduction, among others.
This unique workshop builds upon the introductory and advanced community-based social marketing workshops offered by Dr. McKenzie-Mohr (having attended both the introductory and advanced workshops are mandatory prerequisites). The purpose of the Masters workshop is straightforward -- to ensure that each attendee gains the knowledge, experience and confidence that will allow them to successfully apply community-based social marketing to any behavioral change initiative.
Unlike conventional workshops, a significant portion of the learning in the Masters workshop occurs before and after the session. This comprehensive learning experience is comprised of four components (three one-on-one video conference calls and a two-day workshop). This structure was created to provide attendees with the opportunity to gain the necessary knowledge and skills through a carefully crafted process in which each participant is individually coached as they develop their own unique CBSM program. Each of these components is described below.
1. First Video Conference Call (Behavior Selection): The foundation of community-based social marketing involves carefully selecting which behaviors should be targeted. During the first personal video conference call you will be coached by Dr. McKenzie-Mohr regarding how to select the behavior that you will target. Following this call, you will carry out this research. Note: Low-cost and time-efficient methods for selecting this behavior will be covered during the video conference call.
2. Second Video Conference Call (Barrier and Benefit Research):Having selected which behavior to target, the second video conference call will address how to identify the barriers and benefits to your target audience adopting the selected action. Once again, low-cost and time-efficient methods of conducting barrier and benefit research will be covered during the video conference call. Following the call, you will conduct this research.
3. Two-Day Masters Workshop (Strategy Development and Evaluation): Having determined which behavior to target, and having collected information regarding the barriers and benefits to this action, participants will attend the workshop prepared to focus exclusively on strategy development and pilot testing (the third and fourth steps of community-based social marketing). During the workshop you will learn how to develop a behavioral change strategy based upon the research you conducted. More specifically, you will learn which behavior change tools are most appropriate to use given the barriers and benefits you have identified and how to best utilize these tools given your specific context. Further, you will be introduced to new behavior change tools not covered in the introductory and advanced sessions. Finally, the workshop will address how to evaluate your strategy and determine its cost effectiveness.
4. Final Video Conference Call (Strategy and Evaluation Review): The final video conference call provides the opportunity for you to personally review your behavior change strategy with Dr. McKenzie-Mohr as well as receive feedback on how you plan to pilot test your approach. Upon completing the fourth step you will receive a certificate noting that you have completed a Masters level CBSM workshop with Dr. McKenzie-Mohr.
Following the conclusion of the first day, participants are encouraged to attend a supper with their fellow attendees and Dr. McKenzie-Mohr. Participants will be attending this workshop from across North America and this meal provides a wonderful opportunity to get to know your fellow participants (Note: The cost of supper is not included in the registration fee.).
Note: It is important that participants register well in advance of the workshop to provide ample opportunity to select the behavior that you will be targeting and conduct barrier and benefit research regarding this behavior. As noted above, time and cost-efficient methods for selecting this behavior and identifying its barriers and benefits will be covered during the first two video conference calls. As a consequence, participants who have little to no budget for carrying out the process of CBSM can still gain meaningfully from participating in the Masters workshop.
The Masters workshop is being held in Studio D of South Bellevue Community Centre, City of Bellevue (14509 SE Newport Way, Bellevue, 98009). The workshop begins at 10:00 am and finishes at 4:30 pm on both days. We would ask that you arrive at 9:45 am on the first day so that we can deal with registrations prior to our start. Venue information will be emailed to registrants. Lunch and morning and afternoon snacks is included in the registration fee.