The Social Marketing Training Academy

2018 Social Marketing Training Academy

A Concentrated Product for Thirsty Learners.

Gain social marketing expertise in concentrated time by joining us for the Social Marketing Training Academy (Health Focused) 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.

Faculty

Carol Bryant, PhD
Consultant
Millbank Social Marketing Ltd London, United Kingdom

Claudia Parvanta, PhD
Professor of Community and Family Health
College of Public Health University of South Florida, Tampa, FL

Mahmooda Khaliq Pasha, PhD, CPH
Assistant Professor
Department of Community and Family Health
World Health Organization Collaborating
Center on Social Marketing
Florida Prevention Research Center
College of Public Health University of South Florida, Tampa, Florida

Rowena Merrit, PhD
Conference Chair
Director
Millbank Social Marketing Ltd
London, United Kingdom
Affiliate Professor
College of Public Health
University of South Florida, Tampa, FL

2018 Social Marketing Training Academy – Environmental Track

At the 2018 Social Marketing Conference, the National Social Marketing Centre is supporting a 2-day Training Academy for people interested in designing behaviour change solutions for environmental and conservation challenges. 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. Key case studies include:

  • Reducing nutrient pollution in Tampa Bay and Chesapeake Bay
  • Revolutionizing energy efficiency through the ENERGY STAR program
  • Saving the Manumea, the national bird of Samoa
  • Saving the native forests of New Zealand
  • Reducing single-use plastics
  • Reducing littering
  • Reducing the spread of invasive species

After this 2-day training you will know how to:

  • Apply the Social Marketing Planning Process
  • Define behavioural objectives
  • Segment your target audience
  • Generate audience insights
  • Design integrated social marketing interventions
  • Commission and manage suppliers

The training will be conducted by Steve Menzies, Director of Flinch Marketing, and Associate of the National Social Marketing Centre. Over the past 15 years, Steve has developed a number of successful social marketing initiatives in the environment and conservation sectors. He has also delivered training to social marketing professionals in more than 30 countries.

This introductory training will cover the key concepts and planning tools of social marketing. The main topics covered will be:

Day One:

  • The core principles of social marketing
  • The key elements of a successful social marketing intervention.
  • Putting social marketing into practice – understanding who your audience is, the barriers they face to changing their behaviour and using audience understanding to develop interventions.

Day Two:

  • Understanding the planning process
  • Research techniques
  • Segmenting your audience
  • Turning insight into action – developing your intervention.
  • Evaluation

Learn more about the training with this informative flyer.

Faculty

Steve Menzies
Environmental Lead
National Social Marketing Centre
London, England

2018 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!

Faculty

Rowena Merritt, PhD
Conference Chair
Director
Millbank Social Marketing Ltd
London, United Kingdom
Affiliate Professor
College of Public Health
University of South Florida, Tampa, FL

Claudia Parvanta, PhD
Professor of Community and Family Health
College of Public Health University of South Florida, Tampa, FL

Lynda Bardfield, BA
Adjunct Lecturer
Tufts University of Medicine
Chief Creative Officer
Creative Conscience
Boston, MA

Learning Objectives

Upon completion of the Training Academy, participants will be able to:

  • Explain the core elements of a successful social marketing initiative; (CHES/MCHES competencies: 1.1.3, 1.4.1, 1.4.2)
  • Select the behavior which will have the greatest impact on the problem; (CHES/MCHES competencies: 1.4.2, 1.4.3)
  • Select and prioritize the target audience; (CHES/MCHES competencies 2.1.1, 2.1.2, 2.1.3)
  • Understand the importance of formative research and how to analyze data; (CHES/MCHES competencies: 1.3.1, 1.3.2, 1.3.3) and
  • Develop a marketing mix based on insights. (CHES/MCHES competencies: 2.3.3, 3.3.5)
  • List at least three new professional contacts. (MCHES/MCHES competencies: 2.1.3)

Upon completion of the Main Conference, participants will be able to:

  • Critically comment on the role of social marketing in fostering equity; (CHES/MCHES competencies: 1.1.3, 1.4.1, 1.4.3)
  • Discuss three examples of advanced application of social marketing practice; (CHES/MCHES competencies: 2.3.4)
  • Explain at least five programs in which social marketing was used as a tool for development and discuss the strengths and weaknesses of those particular applications; (CHES/MCHES competencies: 2.3.4, 2.1.3, 2.4.2)
  • Suggest at least one new collaborative project or application; (MCHES/MCHES competencies: 2.1.3) and
  • List at least five new professional contacts. (MCHES/MCHES competencies: 2.1.3)