Sep 28, 2013 21:11 pm

I want to bring your attention to a webinar that I will be leading for the International Social Marketing Association on Tuesday, October 29, in collaboration with Jennifer Tabanico, President of Action Research.

Community-Based Social Marketing and Behavior Selection (Oct. 29, 2013)

This 90-minute webinar will feature two parts. I will first provide an overview of community-based social marketing. Community-based social marketing involves five steps (selecting behaviours, identifying barriers and benefits, developing strategies, conducting pilots, and broad scale implementation). Following this introduction, particular focus will be given to the challenging task of selecting which behaviours to focus on. More specifically, webinar participants will learn how to assess the impact, penetration and probability of the behaviours they are considering and how this information can be utilized to select the most appropriate behaviour(s) to target.

The second part of this webinar will involve Jennifer presenting the process and results of a community-based social marketing pilot aimed at reducing energy use by increasing the rate of computer and monitor shutdown among municipal employees in three U.S. municipalities. Research activities included observations as well as focus groups and survey research to identify barriers and benefits. The barrier and benefit research informed a strategy that removed barriers and highlighted benefits as well as incorporated personal contact, a written commitment, and a prompt. Pilot testing showed that the resulting Taking Off: Turn Us Off program effectively increased the rate of computer and monitor shutdown.

The fee for the webinar is $49.95 or less the same as an annual iSMA membership, which gives you free access to all of their webinars within your membership year. I recommend that you look into iSMA. In addition to these webinars, it offers a range other valuable member services on-line, such as a social marketing Jobs Board, Events Calendar, and Resource Library. Members also enjoy discounts on a variety of social marketing events and journals.

To find out about iSMA and to register go to http://www.i-socialmarketing.org/
To register for this webinar you can go directly to http://www.i-socialmarketing.org/isma-webinar-series-2

Doug McKenzie-Mohr
Environmental Psychologist
McKenzie-Mohr & Associates Inc.
Canada
http://www.cbsm.com