Meet the Instructor
David Kardish
David Kardish, APR, is a founding partner and current President of the Centre for Excellence in Communications.
Testimonials
"Real life examples!"
"I enjoyed the time we had to apply the theory through in-class exercises"
"The instructor was very flexible and knowledgeable"
"Great overview of social marketing"
"Wonderful instructor. Very knowledgeable, great sense of humour, kept me engaged all day"
"Overall - Excellent as usual"
"I enjoyed the use of real like examples throughout the workshop"
G028
THE ESSENTIALS OF SOCIAL MARKETING
THIS IS NOT A SOCIAL MEDIA WORKSHOP
Social marketing is an approach used to develop activities aimed at changing or maintaining people's behaviour for the benefit of individuals and society as a whole.
NOTE: The workshop content described below will be delivered through ZOOM ONLINE on two consecutive half-day sessions. Agendas and other relevant workshop documentation will be sent to you by the workshop instructor at least three days prior to the date of the first session.
WHY SHOULD YOU ATTEND?
Communicators working in today's communications environment 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 handouts
PROFESSIONAL COMPETENCIES
- Thinking Things Through: Innovating through analysis and ideas
- Engagement: Working effectively with people, organizations and partners
| Agenda | |
|---|---|
| 8:45 - 8:50 | Introductions and Workshop Overview |
| 8:50 - 9:30 | 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 | 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 | Break |
| 10:45 - 12:00 | Social Marketing Plan How to prepare and implement a social marketing plan – understanding the basic concepts and critical steps. |
| 12:00 - 13:30 | Lunch |
| 13:30 - 14:30 | Evaluation and Performance Measures How to integrate quantitative and qualitative evaluation methods into social marketing research and develop simple and cost-effective performance measures. |
| 14:30 - 15:00 | Role of the Media The potential role of the media in social marketing; how to engage the media in social marketing. |
| 15:00 - 15:15 | Break |
| 15:15 - 16:00 | Case Study Exercise |
| 16:00 - 16:30 | Group Presentations and Discussion |
| 16:30 - 16:45 | Wrap-up and Workshop Evaluation Participants will complete a short evaluation |