2018 Conference Schedule

The Social Marketing Training Academy: Wednesday & Thursday, June 27-28, 2018

Gain social marketing expertise in concentrated time by joining us for the Social Marketing Training Academy on June 27-28 2018, 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.

* If you’ve attended the Training Academy during the last few years, please take the one day Advanced Training Academy instead, offered on Thursday, June 28.

Social Marketing Training Academy Environmental Track

New for 2018, a specialized Training Academy is also being run for those working in the environmental and conservation fields (June 27-28, 2018). The introductory course will help participants apply the theories and tools of social marketing to real environmental issues through live case studies and interactive group activities. You can learn more about this opportunity here.

Advanced Training Academy (Single Day Event: Thursday)

New for 2018. Join us for the one-day advanced training academy! On June 28, 2018, experts from around the world will teach sessions on advanced social marketing theory. For those of you who have attended the Training Academy in the past, this offers a great opportunity to further your knowledge of social marketing in a small class environment. One-to-one support will also be given by the experts to help with your own social marketing projects.

If you have worked in the social marketing field for a while, or have already completed the Training Academy, this one-day course is for you!

Main Conference: Friday & Saturday, June 29-30, 2018

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 2018 conference will explore the power of new technologies and tools to help us better understand our target audience and achieve sustainable behavior change. A key focus of the conference will be on the use of practical “Hatch Labs” that actively help attendees to think about how they can use these new developments in their own work.

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 2018, 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 (Health Focus) Schedule

Wednesday, June 27, 2018

TimeSession / Event
8:00 am – 5:00 pmRegistration Desk Open & Exhibits
8:00 am – 9:00 amContinental Breakfast
9:00 am – 9:30 amOverview of the Training Academy
9:30 am – 10:20 amWhat’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 amComfort Break
11:20 am – 12:20 pmGetting Started: Understanding Your Problem and Developing Your Behavioral Goal
12:20 pm – 1:20 pmLunch On Own
1:20 pm – 2:20 pmSelecting and Prioritizing Your Target Audience(s) – Based on Your Behavioral Goal
2:20 pm – 3:10 pmCustomer Profiling Exercise: Understanding What Moves and Motivates Your “Customer”
3:10 pm – 3:30 pmComfort Break
3:30 pm – 4:20 pmStakeholder Analysis and Engagement

Thursday, June 28, 2018

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

The Social Marketing Training Academy (Environmental Track) Schedule

*Note: The agenda for the Environmental Track is in progress and subject to change.
Wednesday, June 27, 2018

8:00 am – 5:00 pmRegistration Desk Open & Exhibits
8:00 am – 9:00 amContinental Breakfast
Training Academy Environmental Track: Day 1
9:00 am – 11:00 am
11:00 am – 11:20 amComfort Break
11:20 am – 12:20 pm
12:20 pm – 1:20 pmLunch On Own
1:20 pm –3:10 pm
3:10 pm – 3:30 pmComfort Break
 3:30 pm - 4:20 pm
Adjourn for Day

Thursday, June 28, 2018

8:00 am – 5:00 pmRegistration Desk Open & Exhibits
8:00 am – 9:00 amContinental Breakfast
Training Academy Environmental Track: Day 2
9:00 am – 10:30 am
10:30 am – 10:50 amComfort Break
10:50 am – 12:20 pm
12:20 pm – 1:20 pmLunch on Own
1:20 pm – 2:50 pm
2:50 pm – 3:10 pmComfort Break
3:10 pm – 4:30 pm
4:30 pmAdjourn

Advanced Social Marketing Academy Schedule

*Note: The agenda for the Advanced Training Academy is in progress and subject to change.
Thursday, June 28, 2018

8:00 – 9:00 amContinental Breakfast
9:00 - 9:15 amOverview of the Advanced Training Academy
9:15 - 9:45 amSocial Marketing in Practice: Case Studies
9:45 – 11 am Advanced audience segmentation techniques
11:00 – 11:20 amComfort Break
11:20 am -12:30 pmDeveloping effective propositions: Value proposition mapping
12:30 -1:30 pmLunch On Own
1:30 -2:30 pmTranslating research into creative strategy
2.30 – 4:00 pmCreativity beyond promotion (innovative product, price, place strategies)

Creative Brief & interactive group exercise (group exercises and ‘pitches’)

(Comfort Break 3:00-3.10 pm)
4:00-4.30 pmLessons from the field: Q&A
4:30 pmAdjourn

The Main Conference Schedule

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

Friday, June 29, 2018

TimeSessionLobby II
7:30 – 8:30 amRegistration & Welcome Coffee/TeaLobby II
Main Conference BeginsGrand Ballroom
8:00 – 8:15 amWelcome by Conference Chair (Rowena Merritt)
Plenary Sessions (25 min presentation + 10 min Q & A)
8:15 – 8:50 amKeynote #1:
Changing Behavior: The Social Marketing Toolkit (Sharyn Rundle-Thiele, PhD)
8:50 – 9:25 amKeynote #2 (Ashani Johnson-Turbes, PhD)
9:25 – 10:00 amKeynote #3: Eliminating the Burden of Change (Jeff Jordan)
10:00 – 10:20 amBreakLobby II
10:20 – 10:55 amKeynote #4:
Engaging through Play: Gamification and Behavior Change (Timo Dietrich, PhD)
10:55 - 11:55 amPanel Discussion #1:
"Maintaining the Earth for a Healthy Future” Social Marketing’s Contributions to Impacting Climate Change, the Environment, and Health (Steve Menzies, Jennifer Tabanico, Jay Kassirer)
11:55 – 12:55 pmPanel Discussion #2:
Getting the ‘Upstream’ into the Mainstream
(Francois Lagarde; Brian Biroscak, PhD)
12:55 – 2:00 pmLunch (Provided), Networking, Poster Viewing
2:00 – 3:00 pmHatch Labs
A1. Using Psychographic Segmentation in Your Social Marketing Campaign. (Jeff Jordan)Beach
A2. How to Think Like a Marketer (Sharyn Rundle-Thiele, PhD)Gulf
A3. Evaluation of Health Communication and Social Marketing Campaigns (Ashani Johnson-Turbes, PhD)Palm
A4. Engaging through Play (Timo Dietrich, PhD)Bay
A5. Getting the ‘Upstream’ into the Mainstream
(Francois Lagarde; Brian Biroscak, PhD)
Island II
A6. Health and Environmental Round Table Showcase (Kelley Dennings)
-Smarter, Better, Faster: Tapping into Audience Aspirations to Increase the Uptake and Utilization of Clean Cookstoves in Two Nigerian States (James Etheridge, MPH)

-Expanding the UNC-Chapel Hill Three Zeros Initiative: A Residence Hall Composting Pilot Study (Heidi Hennink-Kaminski, PhD)

-Rapid Social Marketing Research and Campaign Planning You Can be Proud Of (Melissa Miller and Arlene Calvo, PhD)

-Using Social Marketing to Change Winter Holiday Gift Giving Behavior and Improve Well-Being (Kelley Dennings, MPH)
Island I
A7. Working through Public-Private Partnerships to Advance Science-Based Social Marketing Campaigns and Programs to Reduce Harmful Alcohol Use Around the World (AB InBev: Briana Ferrigno, moderator; William DeJong; Catalina Garcia; Allison Goldberg; James Lange)Sand Key
3:00 – 4:00 pmConcurrent Abstract Sessions
B1. Salt Reduction
-Findings from a systematic literature review on social marketing efforts towards the reduction of excess dietary salt (Silvia Sommariva, MSc, MPA)

-Training Public Health Professionals to Use Social Marketing for Dietary Salt Reduction in Global Settings: Lessons Learned and Future Opportunities (Mahmooda Khaliq Pasha, PhD)

-Advances in the Identification of Facilitators and Barriers to Change Regarding the Excessive Consumption of Salt in the Diet of a Target Population of Costa Rica (Adriana Blanco-Metzler, MSc)

-Promoting the Use of Less Salt in Homemade Food in Families of Preschoolers in Lima, Peru: Results From a Formative Research Study (Vilarmina Ponce-Lucero, BA)
B2. Tobacco Prevention
-Engaging LGBT Young Adult Non-Daily Tobacco Users: Reducing the Barriers to a Tobacco-Free Lifestyle through Influencer Integration, Event Experiences and Online Engagement (Connor Lynch)

-Using Interactive Online Influencer-Driven Contests to Engage Hip-Hop Youth with Tobacco-Free Messaging (Connor Lynch)

-Vermont's Tobacco Benefit Expansion and Promotion Initiative: A Social Marketing Framework for Implementing a Tobacco Control Program Best Practice for Cessation Interventions Among Medicaid Beneficiaries (Rebecca Brookes, MA; Rhonda Williams)

-Evidence of Social Marketing Success from the SYKE Alternative Teen Campaign (Jeffrey Jordan)
B3. Beverage Consumption
-Social Marketing to address preventable injuries caused by over consumption of alcohol (Jennifer Smith)

-Keep What You've Earned: a Social Marketing Solution to Reduce Alcohol-Related Incidents in the US Navy (Caroline Miles, MS)

-Binge-Free 603: What's Your Reason? Preventing Binge Drinking in Young Adults by Accessing Values
(Christin D’Ovidio, MFA, CCPH)

-Using Social Norms and Community Influencers to Reduce Sugary Drink Consumption (Meghan Sansivero)
B4. Potpourri
-Ally Acquisition: Moving from Persuasion to Affinity Advocacy (Meghan Sansivero)

-"It Just Gives You a Good Feeling, Doesn't It!" Findings from Formative Research into What Drives Volunteering in Orphanages Overseas (Justine Williams, Rowena Merritt, PhD)

-Ready, Fire, Aim: The need for Social Marketing after the fact (Douglas Jordan, MS; Laura Stenger, MEd)

-How to Drive Adoption of Improved Cookstoves in Malawi (Brian Day)
B5. Prevention
-Momentos: A design thinking teen pregnancy prevention program for Hispanic parents (Sandra Paredes, MA)

-Protect Your Future: A Campaign to Increase HPV Vaccination Awareness among Mexican Americans in NYC (Gerardo Blumenkrantz, MFA, BFA)

-Be Fierce. Take Control - Empowering African American Female College Students to Know Their Risk for Lupus
(Kristen Holtz, PhD)

-Preventable: A Social Marketing Campaign to Prevent Serious Injuries in British Columbia, Canada (Jennifer Smith)
Island II
B6. Non-communicable Disease Management and Prevention
-ScreenOutCancer: Using Branding to Build Program Support (Amy Greene, LCSW-C, MPH)

-Engaging People Over Age 65 in Structured Type 2 Diabetes Prevention (Joshua Petty, MBA, CDC)

-Educating Floridians about the Cost of Smoking (Elizabeth McCarthy, Naylet Aguayo)
Island I
B7. Young Peoples’ Health and Wellbeing
-Mental Health Literacy & Masculine Stereotypes:  Message-testing on a Large Undergraduate Male Population at a Public University (Linsey Grove, MPH, CHES, CPH)

-Healthy Me. Healthy We: Encouraging Parent-Provider Partnerships to Improve the Quality of Preschool Children's Diets and Physical Activity Levels (Heidi Hennink-Kaminski, PhD)

-Enhancing Employee Engagement: Targeting Sustainability Behavior Change Intervention to Achieve Positive Personal and Organizational Outcomes (Deborah DeLong, PhD)
Sand Key
4:00 – 4:15 pmBreakLobby II
4:15 – 5:00 pmThe New Professionals Panel featuring Angela Makris, Angelia Sanders and Yana Manyuk (moderated by Tait Martin)Grand Ballroom
5:00 – 7:00 pmPoster Walk, Reception, Awards, Music, and Door Prizes.
Music provided by Richard Harner Jazz Band.
Lobby II
5:30 – 6:00 pmPosters are manned
6:00 – 7:00 pmAwards Presentation:
6:00 – 6:05: Welcome by Emcee: Tait Martin
6:05 – 6:13:Outstanding New Professional (Tait Martin),
6:13 – 6:21: Millbank’s Innovation in the Environmental Field (Rowena Merritt),
6:21 – 6:29: NSMC’s Excellence in Social Marketing (Steve Menzies)
6:37 – 6:45: SMANA Award to Outstanding Agency for Commitment to Elimination of Social Disparities (Brian Biroscak)
6:45 – 6:53: The Kotler Award (Carol Bryant)
Gulf Room
After AwardsDoor Prizes (must be present to win)

Saturday, June 30, 2018

8:00 – 8:45 amRegistration Desk Open (coffee, tea service)Lobby II
8:15 – 8:30 amWelcome (Rowena Merritt)Grand Ballroom
8:30 – 9:05 amKeynote #5:
Implementing Social Marketing in an Advertisement-Naïve Remote Island Community – Establishing a Foothold (Akeem Ali)
9:05 – 9:40 amKeynote #6:
“No One Gives a Sh*t” To do good, start by expecting less (Judd Harner)
9:40 – 10:15 amKeynote #7:
Achieving Stakeholder Buy-in: A Systems Roadmap (Christine Domegan)
10:15 - 10:30 amUpdate from Social Marketing Association of North America (Kelley Dennings)
10:30 - 10:55 amBreak (Drinks)Loby II
10:55 – 11:45 amConcurrent Sessions
C1. Emotion Analytics: Why we need to consider emotions in upstream decision making (Nick Godbehere, CMRS, MSc)Beach
C2. Co-Creation: Audience driven problem solving and innovation in social marketing (Hitch Marketing: Jude Hackett, MCIPR, MCIM)Gulf
C3. “Watch Out Wicked Problems. Here We Come!”
Social Marketing success stories: decreasing plastics in the ocean, opioid overdose, alcohol-related crashes, youth suicide, malnutrition, unplanned pregnancies, and traffic. (Nancy R. Lee)
11:45 – 12:45 pmLunch (Provided)
11:45 – 12:45 pmSocial Marketing Association of North America - All welcome; Bring your lunch to the meeting (Kelley Dennings, MPH)
12:45 – 1:45 pmConcurrent Sessions
D1. Topic TBD (Judd Harner)Beach
D2. Social Media Best Practices for Social Marketing. Best Practices in Social Media Research, Planning and Execution, as Framed through a Social Marketing Lens (Emily Zeigenfuse)Gulf
D3. Using Media-Rich Mobile Devices for Mixed-Methods Marketing Research (Susan J. Robinson, PhD)Palm
-Measuring Online Behaviors: Using Data to Optimize and Assess Social Media and Digital Content (Shelly Spoeth)

-A Method to the Madness: Designing an Effective Digital Content Strategy (Shelly Spoeth)
1:45 – 2:45 pmConcurrent Sessions
E1. Working through Public-Private Partnerships to Advance Science-Based Social Marketing Campaigns and Programs to Reduce Harmful Alcohol Use Around the World (Briana Ferrigno; William DeJong, PhD; Catalina Garcia; Allison Goldberg, PhD; James Lange. PhD)Beach
E2. Exploring New Challenges and Solutions for Social Marketing Leadership and Funding in the United States (Darcy Sawatzki, Rachel Tyree)Gulf
E3. Achieving Stakeholder Buy-in: A Toolkit (Christine Domegan)Palm
E4. Traffic, Traffic, Traffic
-Applicability of an Existing Segmentation Technique to Traffic Demand Management (TDM) Social Marketing Campaigns in the US (Phil Winters, BA)

-Development of a Road Safety Social Marketing Campaign to Decrease Pedestrian and Bicyclists Traffic Crashes in FL (Amy Lester, PhD, MPH)

-Recent Advances in Individualized Marketing for Travel Behaviors (Jay Kassirer, MBA, CMRP)
2:45 – 3:00 pmBreak
3:00 – 3:20 pmWrap-up (Rowena Merritt)
3:20 pmSafe Travels; See you in 2020