Introduction, Insight and Case Study Analysis Workshops
24th April 2009, Edinburgh

Social marketing is about changing people’s behaviour for the wider social good. It’s about social change.

What is social marketing? How and where can you use it? How do you get started?

The workshop, with a mix of practical and theoretical compo­nents will cover:
Day 1
Introduction and overview to social marketing
Understanding behaviour and change
The 5Ps of social marketing plus more...
Insight, exchange and competition
Successful social marketing case-studies
Developing a social marketing toolbox

Case Studies
To deepen understanding of the key components we undertake in-depth case study analysis of a selection of successful social marketing campaigns. Examples include the Swiss based Aids campaign (the long­est running and one of the most successful social marketing campaigns in the world) and Travel Smart (originally developed in Western Australia with the aim of increasing public transport usage). We also review an international selection of television adverts.

Who are the workshops for?
People who are involved in creating, managing or implement­ing behaviour or social change programs.

Trainer
Janet MacDonald has more than 15 years international communi­cation experience. Her communication agency, Atlas, focuses on projects which incorporate behaviour change and social market­ing and her experience encompasses environmental and public/population health organisations and projects. Atlas is a strategic partner of the National Social Marketing Centre and Janet sits on their training forum

Location: CBC House, Edinburgh
Dates: 24th April 2009
Cost: £225 per day ( £195 for public sector, £175 not for profits, charitable status required)
Price per day including refreshments and lunch.

A detailed work­book containing course information, planning models and links for further learning is also provided.
Price per day including refreshments and lunch. A detailed workbook
containing course information, planning models and links for further learning is also
provided.

Further information: www.atlascomm.co.uk
or check out our blog Change the Discussion

“Coming into a not-for-profit environment, focused on securing behaviour change, after spending many years in private sector marketing, I found the Atlas course invaluable. A very clear and pragmatic exploration of the principles of social marketing - and the opportunity to learn ways to put these principles to use as soon as I was back in the office. The opportunity to hear others’ experiences was also extremely useful, because of the range of backgrounds which delegates represented.”
Fiona Cameron, Marketing Manager, Energy efficiency charity, Scotland.



The University of South Florida, College of Public Health is offering its 18h Social Marketing in Public Health Conference in Clearwater Beach from June 18-21, 2008. The first two days comprise the Social Marketing Academy. The Academy blends didactic and experiential learning and provides participants intensive training in social marketing including:

• basic principles and practices associated with formative research and audience segmentation;
• conceptual and practical frameworks for marketing strategy development;
• social marketing’s approach to program development, and
• “thinking like a marketer”.

Case studies are used to illustrate how social marketing can be applied to the development of public health interventions. Participants are provided time to review a systematic logic model that they can then apply to program planning. On Friday June 20th and Saturday, June 21st the full Conference is convened. Friday morning’s plenary sessions are followed by concurrent sessions that cover a range of social marketing topics. Following Saturday morning’s plenary sessions, participants may select from a variety of half-day training options, including focus group research, pretesting methods, evaluation of social marketing interventions, and marketing social marketing. Course participants usually include social marketers, CDC scholarship designees, program planners and administrators, health educators, health communication and health information specialists, researchers, academicians, and graduate students. Registration, hotel and additional information can be found by visiting http://www.cme.hsc.usf.edu/smph/.


Field School

USF also offers social marketing courses in a one-week format each June. For more information, please contact Jim Lindenberger at jlindenb@health.usf.edu Registration, hotel information, and agendas can be found at www.cme.hsc.usf.edu/fsjune