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the essentials of social marketing (G028)

Workshops > Government > Complete List > Social Marketing

WHY SHOULD YOU ATTEND?

Communicators working in today's communications environment, particularly public sector communicators, need to understand social marketing, its techniques and relationship to communications. Social marketing is about employing the best and most responsible marketing techniques to create the climate necessary for social and behavioural change to occur. To provide effective, strategic communications advice and action, communicators must be able to make linkages with and incorporate social marketing techniques into their work.

WHAT WILL YOU LEARN?

What social marketing is and is not
The opportunity for social marketing within the strategic communications function
The essentials of behavioural change within the context of social marketing and the formation of "public opinion"
How to build and implement an effective results-based social marketing plan
The human and financial costs of social marketing
How to work with and engage the media in social marketing
The integration of quantitative and qualitative research methods into social marketing
Developing base-line data and realistic performance indicators to measure success

WHAT WILL YOU TAKE AWAY?

Workbook with checklists, how-to procedures/reminders and templates
Exercise hand-outs

Agenda Day 1
8:45 - 8:50 AM	Participant Introductions and Workshop Overview
8:50 - 9:30 AM	Introduction to Social Marketing What is social marketing and how does it differ from communications? When is social marketing most applicable? The current difficulties and realities facing social marketers.
9:30 - 10:30 AM	Linkages and Results The essential linkages between social marketing, behavioural change and the formation of public opinion; positioning “results” within the social marketing paradigm.
10:30 - 10:45 AM	Break
10:45 - 12:00 PM	Social Marketing Plan How to prepare and implement a social marketing plan – understanding the basic concepts and critical steps.
12:00 - 1:30 PM	Lunch
1:30 - 2:30 PM	Evaluation and Performances Measures How to integrate quantitative and qualitative evaluation methods into social marketing research and develop simple and cost-effective performance measures.
2:30 - 3:00 PM	Role of the Media The potential role of the media in social marketing; how to engage the media in social marketing.
3:00 - 3:15 PM	Break
3:15 - 4:00 PM	Case Study Exercise
4:00 - 4:30 PM	Group Presentations and Discussion
4:30 - 4:45 PM	Wrap-up and workshop evaluation

Instructor

David Kardish

David Kardish, APR, is President of the CEC and has over twenty years of experience working in all aspects of communications in Canada and the United Kingdom.

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