2021 Conference Schedule

The Social Marketing Training Academy: Wednesday & Thursday, June 16-17, 2021

A concentrated dose for new social marketers

Get a quick introduction to applying social marketing to your work in the “introductory” Training Academy June 16-17, 2021, at the Sheraton Sand Key Resort in Clearwater Beach, FL. This 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 social service offerings or health promotion campaigns by:

  1. Identifying the core elements of a successful social marketing initiative;
  2. Describing and prioritizing intended consumers;
  3. Selecting a feasible, impactful point of entry (e.g. specific behavior, condition, service) to solve a problem;
  4. Understanding the importance of formative research, focused on qualitative inquiry; and,
  5. Developing a marketing mix based on research insights.

* Over the past 25 years, we’ve trained more than 2000 learners from around the globe.

This training academy is intended for those who have not formally studied marketing (social or commercial), or taken this training academy in the past five years.

Reading Minds: Neuromarketing Research Lab

New, new, new! In collaboration with the Muma College of Business at USF, we will take you inside a state-of-the art consumer research lab equipped with eye tracking, galvanic skin response, heart rate, facial emotion sensors, and other tools used to assess consumer response to marketing stimuli. Day 1 will be spent at the Sand Key learning the “what and why” of neuromarketing research. Day 2 will be hands-on “how?” on campus at USF in the at the Center for Marketing and Sales Innovation lab.

Reading Minds is limited to 20 attendees.

Main Conference: Friday & Saturday, June 18-19, 2021

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.

The USF Social Marketing Conference continues its tradition of putting social marketing wizards, researchers, workers, and students at the best beach in the US with no time to enjoy it – just kidding! We heard you and we will punch some holes in our packed schedule.

Following the success of the 25th Conference, we will offer keynotes followed by “hatch labs” to enable participants to discuss ideas with each other and invited experts. Poster sessions and concurrent breakout groups will be competitively selected from abstracts to supplement the agenda.

Bring your laptop or mobile device!

Conference information, handouts, and other interactive opportunities will only be available online before and during the conference. Free wireless internet service will be available in the conference rooms and conference lobby area. It is recommended that you bring your wireless laptop or internet capable mobile device to access conference information.

Plastic free!

For 2021, we are trying to make our conference free from single-use plastics! It is not an easy task, but we will try our best. Please don’t ask us for a straw!

Session Descriptions

In addition to the plenary sessions run by internationally recognized key note speakers, conference sessions will also include:

  • Skill Building sessions
  • Case example presentations
  • Hatch Labs

By offering a variety of sessions, we hope that attendees will not only learn about other people’s projects, but also come away with specific ideas for “how” to do certain aspects of the social marketing process and implement new tools. The roundtable discussions will also help to create debate which will in turn further innovation within the field.

The Social Marketing Training Academy Schedule

*Note: This schedule is in progress and subject to change.

June 16, 2021

TimeSession / Event
8:00 am – 5:00 pmRegistration Desk Open & Exhibits
8:00 am – 9:00 amContinental Breakfast
Training Academy: Day 1
9:00 am – 9:30 am
Overview of the Training Academy
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
Adjourn for Day

June 17, 2021

8:00 am – 5:00 pmRegistration Desk Open & Exhibits
8:00 am – 9:00 amContinental Breakfast
Training Academy: Day 2
9:00 am – 10:30 amResearch in Social Marketing: Which Method will Work Best for Your Project?
10:30 am – 10:50 amComfort Break
10:50 am – 12:20 pmUsing the Research to Develop Your Marketing Mix
12:20 pm – 1:20 pmLunch on Own
1:20 pm – 2:50 pmPretesting Your Marketing Mix: Which Methods to Use?
2:50 pm – 3:10 pmComfort Break
3:10 pm – 4:00 pmTest What You Have Learnt: Do You Now Think Like a Social Marketer?
4:00 pm – 4:30 pmGraduation Ceremony
4:30 pmAdjourn

Neuromarketing Research Training Schedule

*Note: This schedule is in progress and subject to change.
June 16, 2021


June 17, 2021
TBDBoard bus for USF Neuromarketing Research Lab (Tampa, FL)
Activities: TBD
TBDBoard bus for Sheraton Sand Key (Clearwater)

The Main Conference Schedule

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

June 18, 2021

6:00 – 8:00 pmWelcome Reception

June 18, 2021

7:30 – 8:30 amRegistration & Continental Breakfast
Main Conference Begins
8:30 – 8:45 am
Welcome by Conference Co-Chair
Plenary Sessions
8:45 – 9:20 am
To be announced
9:20 – 9:55 am
To be announced
9:55 – 10:15 am
10:15 – 10:50 am
To be announced
10:50 – 11:25 am
To be announced
11:25 – 12:25 pm
To be announced
12:00 – 1:10 pm
Lunch, Networking, Poster Viewing
1:10 – 2:10 pm
Concurrent Abstract Sessions
2:10 – 3:10 pm
Hatch Labs
3:10 – 3:30 pm
3:30 – 4:15 pm
The New Professionals Panel
4:15 – 6:30 pm
Poster Walk, Reception, Awards, and Door Prizes
4:30 – 5:15 pm
Posters are manned
5:15 – 6:30 pm
Awards Presentation: (Gulf Room)
5:15 – 5:30:Outstanding New Professional
5:30 – 5:45: Millbank’s Innovation in the Environmental Field
6:00 – 6:15: The Kotler Award

June 19, 2021

8:00 – 8:45 amRegistration Desk Open & Continental Breakfast
8:30 – 8:45 am
Welcome by Conference Co-Chair
8:45 – 9:20 am
To be announced
9:20 – 9:55 am
To be announced
9:55 – 10:05 am
Update from SMANA
10:05 – 10:25 am
10:25 – 11:00 am
To be announced
11:00 – 11:35 am
To be announced
11:35 – 12:45 pm
11:45 – 12:45 pmMeeting for Social Marketing Association of North America - All welcome; Bring your lunch to the meeting
12:45 – 1:45 pmConcurrent Sessions
1:45 – 2:45 pmConcurrent Sessions
2:45 – 3:00 pmBreak
3:00 – 3:35 pm
To be announced
3:35 – 3:45 pm
3:45 pm
Safe Travels; See you in 2022