Creating Recycling Habits, Part 2 Webinar: Lessons learned from marketers and the use of emotions and stories

Title: Creating Recycling Habits, Part 2: Lessons learned from marketers and the use of emotions and stories to change behavior
Date: Tuesday, July 17, 2012
Time: 2:00 PM - 3:00 PM EDT
Reserve your Webinar seat now at: https://www1.gotomeeting.com/register/206311048

ABOUT THIS WEBINAR:
This past October, Keep America Beautiful hosted a symposium titled, "Re:Psychology Making recycling second nature." We assembled a panel of experts to engage participants in a cross-sector dialogue about the challenges we face in the recycling industry and how we can utilize community-based social marketing strategies to increase recycling participation.

For the second webinar in this series reviewing lessons learned from the Symposium, we will hear from Craig Lefebvre, Ph.D., Research Professor at the University of South Florida College of Public Health. He will provide us with a framework to think about the design and execution of a social marketing program in your community. He will walk us through what we can learn from commercial marketers and how we integrate audience behavior and benefits with brand and positioning to effect change. We will examine:
Audience segmentation and priority groups
Barriers and Benefits
The 4 Ps of marketing (Product, price, place, promotion)

Kelley Dennings, with KAB, will then go through some environmental examples showing the use of emotions and stories for behavior change. We hope to have a dialogue around this topic at the end of the webinar. Please come with your favorite example of a story that helped change behavior.

Kelley Dennings
United States