May 14 Workshop:
Social Marketing Planning: Implementing an Effective Campaign
Jim Mintz | Managing Partner, Centre of Excellence for Public Sector Marketing
They know about us, who cares if they don’t buy from us? Can you imagine any company ever saying this? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. In other words, they would not be satisfied with that answer.
So if the private sector won’t settle for awareness-building only, why do we in the public and the not-for-profit sectors continue to run campaigns that create awareness but don’t deliver the ultimate results of changing attitudes and behaviours?
It’s time to go beyond awareness and start using persuasive strategies like social marketing.
In this tough economy it’s important to ensure maximum impact for our marketing dollars; especially when you are moving from planning into implementation where the majority of your budget will be allocated. This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours. You will learn:
- How to use a step-by-step structured approach to prepare a social marketing plan: that is actionable; has maximum impact and leads to successful implementation;
- How to present and “sell” your social marketing strategy to management;
- How to implement a social marketing program on a very tight budget and still have maximum impact on changing attitudes and behaviours;
- How to monitor and evaluate your outputs, outcomes and impacts;
- How social marketing gives you a single approach: for mobilizing communities; influencing the media; advocating key stakeholders and building strategic alliances with business.
The Workbook (included) guides you through the process for creating your own Customized Social Marketing Action Plan.
Join me at MARCOM 2012 for an intensive day of planning. You’ll walk away with an Action Plan to implement right away. May 14, 9:00 am – 4:30 pm.
Tags: behaviour change, campaigns, cepsm, communications, government, jimmintz, marcom 2012, marcomforum, social marketing
