Jul 27, 2015 14:28 pm

This unique workshop builds upon the introductory and advanced community-based social marketing workshops offered by Dr. McKenzie-Mohr (having attended both the introductory and advanced workshops are mandatory prerequisites). The purpose of the Masters workshop is straightforward -- to ensure that each attendee gains the knowledge, experience and confidence that will allow them to successfully apply community-based social marketing to any behavioural change initiative.

Unlike conventional workshops, a significant portion of the learning in the Masters workshop occurs before and after the session. This comprehensive learning experience is comprised of four components (three one-on-one video conference calls and a two-day workshop). This structure was created to provide attendees with the opportunity to gain the necessary knowledge and skills through a carefully crafted process in which each participant is individually coached as they develop their own unique CBSM program. Each of these components is described below.

1. First Video Conference Call (Behaviour Selection): The foundation of community-based social marketing involves carefully selecting which behaviours should be targeted. During the first personal video conference call you will be coached by Dr. McKenzie-Mohr regarding how to select the behaviour that you will target. Following this call, you will carry out this research. Note: Low-cost and time-efficient methods for selecting this behaviour will be covered during the video conference call.

2. Second Video Conference Call (Barrier and Benefit Research): Having selected which behaviour to target, the second video conference call will address how to identify the barriers and benefits to your target audience adopting the selected action. Once again, low-cost and time-efficient methods of conducting barrier and benefit research will be covered during the video conference call. Following the call, you will conduct this research.

3. Two-Day Masters Workshop (Strategy Development and Evaluation): Having determined which behaviour to target, and having collected information regarding the barriers and benefits to this action, participants will attend the workshop prepared to focus exclusively on strategy development and pilot testing (the third and fourth steps of community-based social marketing). During the workshop you will learn how to develop a behavioural change strategy based upon the research you conducted. More specifically, you will learn which behaviour change tools are most appropriate to use given the barriers and benefits you have identified and how best to utilize these tools given your specific context. Further, you will be introduced to new behaviour change tools not covered in the introductory and advanced sessions. Finally, the workshop will address how to evaluate your strategy and determine its cost effectiveness.

Following the conclusion of the first day, participants are encouraged to attend a supper with their fellow attendees and Dr. McKenzie-Mohr. Participants will be attending this workshop from across North America (Seattle Masters class) and Australia and New Zealand (Melbourne Masters class) and this meal provides a wonderful opportunity to get to know your fellow participants (Note: The cost of supper is not included in the registration fee.).

4. Final Video Conference Call (Strategy and Evaluation Review): The final video conference call provides the opportunity for you to personally review your behaviour change strategy with Dr. McKenzie-Mohr as well as receive feedback on how you plan to pilot test your approach.

Upon completing the fourth step you will receive a certificate noting that you have completed the Masters CBSM workshop with Dr. McKenzie-Mohr.

Note: It is important that participants register well in advance of the workshop to provide ample opportunity to select the behaviour that you will be targeting and conduct barrier and benefit research regarding this behaviour. As noted above, time and cost-efficient methods for selecting this behaviour and identifying its barriers and benefits will be covered during the first two video conference calls. As a consequence, participants who have little to no budget for carrying out the process of CBSM can still gain meaningfully from participating in the Masters workshop.

Please note that the Masters class will only be offered in the following two locations:

Melbourne (March 17 & 18, 2016): https://register.cbsm.com/workshops/melbourne-victoria-2016

Seattle (April 28 & 29, 2016): https://register.cbsm.com/workshops/seattle-2016