2016 Conference Schedule

The Social Marketing Training Academy: Wednesday & Thursday, June 15-16, 2016

Gain social marketing expertise in concentrated time by joining us for the Social Marketing Training Academy on June 15-16, 2016, at the Sheraton Sand Key Resort in Clearwater Beach, FL. The world famous Training Academy uses an entertaining mixture of live case studies and interactive group exercises to help you understand how to increase the impact of behavioral change projects by:

  1. Knowing the core elements of a successful social marketing initiative;
  2. Selecting the behavior which will have the greatest impact on the problem;
  3. Selecting and prioritizing the target audience;
  4. Understanding the importance of formative research and how to analyze data; and
  5. Developing a marketing mix based on insights.

Main Conference: Friday & Saturday, June 17-18, 2016

The Main Conference offers a blend of plenary presentations by internationally recognized social marketing experts on topics of interest to learners at all levels. Concurrent sessions, both invited and selected from responses to the ‘Call for Abstracts,’ supplement the agenda with case studies of social marketing applications in a variety of settings and new developments in the field. These sessions are balanced between introductory and more advanced audiences. The specific topics and speakers are selected to elaborate on key elements of the social marketing approach and to illustrate opportunities to apply social marketing. No previous experience in social marketing is required to attend.


The Social Marketing Training Academy Schedule

Wednesday, June 15, 2016
Time Session / Event
8:00 am – 5:00 pm Registration Desk Open & Exhibits
8:00 am – 9:00 am Continental Breakfast
Training Academy: Day 1
9:00 am – 9:30 am Overview of the Training Academy

(Carol Bryant, PhD; Rowena Merritt, PhD; Kathy Anderson, PhD, MPH)

9:30 am – 10:20 am What’s So Different? Overview of Social Marketing’s Distinctive Features

What social marketing is, why it works, and an overview of the social marketing process

10:20 am – 11:00 am Social Marketing in Practice: Case Studies
11:00 am – 11:20 am Comfort Break
11:20 am – 12:20 pm Getting Started: Understanding Your Problem and Developing Your Behavioral Goal
12:20 pm – 1:20 pm Lunch On Own
1:20 pm – 2:20 pm Selecting and Prioritizing Your Target Audience(s) – Based on Your Behavioral Goal
2:20 pm – 3:10 pm Customer Profiling Exercise: Understanding What Moves and Motivates Your “Customer”
3:10 pm – 3:30 pm Comfort Break
3:30 pm – 4:20 pm Stakeholder Analysis and Engagement (TBD)
Adjourn for Day
Thursday, June 16, 2016
Time Session / Event
8:00 am – 5:00 pm Registration Desk Open & Exhibits
8:00 am – 9:00 am Continental Breakfast
Training Academy: Day 2
8:45 am – 9:00 am Call of 2016 Photo (location: “Wedding Lawn”)
9:00 am – 10:30 am Research in Social Marketing: Which Method will Work Best for Your Project?
10:30 am – 10:50 am Comfort Break
10:50 am – 12:20 pm Using the Research to Develop Your Marketing Mix
12:20 pm – 1:20 pm Lunch on Own
1:20 pm – 2:50 pm Pretesting Your Marketing Mix: Which Methods to Use?
2:50 pm – 3:10 pm Comfort Break
3:10 pm – 4:00 pm Test What You Have Learnt: Do You Now Think Like a Social Marketer?
4:00 pm –4:30 pm Graduation Ceremony and Team Prizes
4:30 pm Adjourn

The Main Conference Schedule

*Note: The Main Conference agenda is a work in progress and subject to change.

Friday, June 17, 2016


Session revised 05-09-2016


7:00 – 5:30 pm


Lobby II
7:30 – 8:30 am


Lobby II


Grand Ballroom
8:30 – 8:45 am Welcome (Rowena Merritt & Carol Bryant)
8:45 – 9:30 am Sex and Contraception: Social Marketing in the Developing World

(Phil Harvey)

9:30 – 9:50 am Presentation of Kotler Glass Award (Jim Lindenberger & Philip Kotler)
9:50 – 10:35 am Through the Lens of Disparities and Culture (Jeff Jordan)
Mike Newton-Ward to announce formation of Social Marketing Association of North America
10:35 – 10:55 am


Lobby II
10:55 – 11:40 am Topic: Interdisciplinary approach, and the nature of the “behavior change field” (Fiona Spotswood, PhD)
11: 40 – 12:10 pm New Professionals Panel (Tait Martin, PhD, Jenny Scott, PhD; Timo Dietrich, PhD; Michelle Vogel, Tessa Swigart, PhD ( c) )
12:10 – 12:40 pm Understanding “Place” in Social Marketing: A Systematic Review (Tim Edgar, PhD)
12:40 – 1:45 pm


1:45 – 3:00 pm


A1. Conservation (Facilitator: Linda Whiteford, PhD)

  • Probing the Elephant in the Room: Understanding Consumers in Order to Reduce Demand for Illegal Wildlife Projects (Vian Sharif; Gayle Burgess)
  • Working with Rural Landowners to Protect Their Woodlands: How to implement a long-term, multi-step social marketing campaign (Kelly Dennings, BS)
  • Attempting to Change Rhino Horn Consumer Behavior Using BCC and Social Marketing Methodology in Viet Nam (Gayle Burgess)
A2. Tobacco (Facilitator: Mary Martinasak, PhD)

  • Down and Dirty: A Tobacco Prevention Social Marketing Campaign (Tyler Janzen, BA; Jeff Jordan, MA)
  • Commune: An Social Branding Program to Reduce Smoking Among High-Risk Young Adult Hipsters (Jeff Jordan, MA; Tyler Janzen, BA)
  • Applying a SM Lens to Youth Engagement in Tobacco Policy Change (Megan Flynn, BA; Nicole Harter, MPA)
A3. Systems (Facilitator: Carol Bryant, PhD)

  • Art & Science of Social Marketing for Systems Change (Lisa Rubenstein, MHA; Stephanie Dukes)
  • Leximancer Software as a Research Tool for Social Marketers: Application to a Content Analysis of Themes and Concepts in Social Marketing Quarterly (Brian Biroscak, PhD.)
  • A Systemic Model for the Development of Social Marketing Mobile Applications in Multi-Stakeholder Ecosystems (Johan Breytenbach, PhD)
A4. Workplace Health (Facilitator: Maggie Brandenburg)

  • Have You Met Angus? Developing Live to be Salty, a Multi-Channel Campaign to Improve Personal Flotation Device Use among Commercial Fishermen (Theodore Teske, MA; Christy Forrester, MS; Devin Lucas, PhD; Samantha Case, MPH)
  • Applying the Marketing Mindset in the Workplace: The Use of Social Marketing Strategies in Worksite Health Promotion (Bonnie Salazar, PhD, CHES)
  • Marketing Study to Increase Master’s Degree Seeking Student Applications and Admission Offer Acceptance at an Accredited US College of Public Health (Alyssa Mayer, PhD.)
A5. Women’s Health (Facilitator: Jenny Scott, PhD)

  • Using Formative Research to Guide the Development of Social Marketing Strategies to Promote HIV Prevention among Transgender Women (Elana Morris, MPH; Jo Ellen Stryker, PhD; Sara Bresee, MPH, CHES; Jennifer Uhrig, PhD, MHA; Francisco Ruiz, MS; Nick DeLuca, PhD; Euna August, PhD, MPH, MCHES)
  • Social Marketing as a Tool to Improve Women’s Health Issues in Panama (Arlene Calvo, PhD, MPH; Gabrielle Britton, PhD; Morgan Hess-Holtz, MPH, CPH; Arturo Rebollon, MD, MPH, CPH; Humberto Lopez Castillo, MD, MEd, MSc, CPH; Rowena Merritt, PhD)
  • Domestic Violence Against Women Who Receive Medical Attention at 24 De Diciembre Health Center in Panama (Arturo Rebollon, MD, MPH, CPH)
Island II
A6. Campaigns (Facilitator: Mahmooda Pasha, PhD)

  • Anyone. Anytime: New Hampshire (NH) Heroin Awareness Campaign (Christin D’Ovidio, MFA, CCPH; Karyn Madore, M.Ed, CCPH)
  • Leveraging Earned Media In a Digital Campaign (Ria Baldevia, BA)
Island I
3:00 – 3:15 pm


Lobby II
3:15 – 4:30 pm


B1. Nudging Towards Healthier Living (Facilitator: Heidi Keller, MA)

  • Salud America!: Increasing Demand for Healthy Environments Among Latinos Through a Combined Social Media and Social Marketing Approach (Rosalie Aguilar, MS; Amelie Ramirez, DrPH; Cliff Despres, BJ; Lisa Ellis, BA; Carlos Valenzuela, BA; Kip Gallion, MA)
  • Results of a Social Marketing Intervention to Increase Consumption of 1% Low-Fat Milk (Robert John, PhD; Karla Finnell, JD, PhD)
  • “If it doesn’t have sugar in it, I won’t drink it”: Applying formative research insights to reduce sugar-sweetened beverages among rural teens (Shannon Blyth)
B2. Children’s Health (Facilitator: Alyssa Mayer, PhD)

  • Influencing the Breastfeeding Decision: The Role of Formula’s Marketing (Oliva Maria Dourado Martins, PhD; Arminda Paco, PhD; Ricardo Rodrigues, PhD)
  • Buzzword or Best Practice? A Systematic Review of the Use of Social Marketing Principles in Nutrition and Physical Activity Interventions in Childcare Centers (Heidi Hennink-Kaminski, PhD)
B3. Workshop

Social Marketing: Pitfalls and Promise for Change

(Jenny Scott, PhD)

B4. Workshop

Is the New Design Thinking the Old Social Marketing? (Fred Fridinger, DrPH, CHES)

B5. Workshop

Breastfeeding Choices: Using Mobile Ethnography with Pregnant and New Moms (Darcy Sawatzki, MA)

Island II
B6. Workshop

Community Based Prevention Marketing for Systems Change: Tools for the Field (Tali Schneider, MPH, CHES; Claudia Aguado Loi, PhD, MPH, CHES; Brian Biroscak, PhD)

Island I
4:45 – 6:15 pm


Lobby II
4:45 – 5:15 pm


5:15 – 6:00 pm Awards Presentation: Outstanding New Professional, NSMC’s Excellence in Social Marketing, Millbank’s Innovation in the Environmental Field  
6:00 – 6:15 pm Door Prizes (must be present to win)  


Saturday, June 18, 2016


6:30 – 4:30 pm


Lobby II
7:00 – 8:00 am


Lobby II
8:00 – 8:10 am Welcome (Rowena Merrit) Grand Ballroom
8:10 – 8:55 am Creativity: Moving Beyond Consumer Insight (Bill Smith)
8:55 – 9:40 am Playing to Win (Sharyn Rundle-Thiele, PhD)
9:40 – 10:25 am Social Marketing for Policymakers: The “Help Me” Approach

(Nancy Lee, MBA)

10:25 – 10:45 am


Lobby II
10:45 –11:45 am Barrier Based Behavior Change: Health and Wealth Behaviors

(Punam Keller, PhD)

11:45 – 12:30 Aligning Journeys, Jobs and Value for More Relevant and Effective Social Marketing Programs

(Facilitator: Craig Lefebvre, PhD; Panelists: Olivia Taylor, Veronica Thomas)

12:30 – 1:45 pm


12:30 – 1:45

Meeting for Social Marketing Association of North America

1:45 – 2:30 pm

Round Table Discussions

C1. Building the Social Marketing Evidence Base

Chair: Mike Newton-Ward

Discussion Starters: Timo Dietrich, PhD; Alan Andreasen

C2. Social Marketing Failures: Lessons Learned

Chair: Jim Lindenberger

Discussion Starters: Bill Smith, EdD; John Bromley

C3. Developing Successful Partnerships (Public, Private, Upstream and Downstream)

Chair: Carol Bryant, PhD

Discussion Starters: Francois Lagarde

2:30 – 2:50 pm


Lobby II
2:50 – 3:15 pm Wrap-Up, Adjournment & See you in 2018!