Workshop: Designing and Implementing Effective Community-Based Social Marketing (CBSM) Campaigns
8:30 a.m. - 4:30 p.m. October 29, 2015
Sheraton Cavalier, Saskatoon -- East Room
This seminar provides training on the theory of CBSM and on how to design effective campaigns. It includes a focus on practical design and implementation practices in order to develop campaigns that work. It is a hands-on, interactive training, delivered by an instructor with 22 years of experience in CBSM campaign design, and 15 years of conducting CBSM training.
Some examples of what you will learn:
- How to research effectively, and how to research on a budget.
- Choosing behaviours strategically that will have the greatest impact.
- Creating a campaign that targets “gateway behaviours” that are stepping-stones to other beneficial behaviours.
- How to introduce the elements of CBSM into your other communications efforts.
- How to climb the ladder of commitment.
- How to integrate the elements of CBSM to be stronger than the sum of their parts.
- Secrets to reaching 100,000 or more people with “one-on-one” conversations.
- Integrating the power of Social Media.
Ken Donnelly has been developing CBSM strategies for clients since 1993, particularly in the environmental and health sectors. He has worked with Doug McKenzie-Mohr on many campaigns. Doug described Ken as “one of Canada’s foremost Community-based Social Marketing practitioners.” Ken has conducted CBSM training seminars across Canada, in the Caribbean, in England and in Scotland, where he worked in partnership with the Sustainability Centre at Caledonian University.