During this experiential workshop, participants will work through the early steps of selecting audiences, behaviors and strategies – early decisions that can make or break your project:
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Choosing behaviors with the greatest impact and highest likelihood of success
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Identifying audiences with the greatest impact and highest likelihood of participation
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Generating and rating product ideas
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Getting and using audience research to insure measurable results
Who should attend:
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People who have conducted audience research and have some experience using social marketing to change public behavior. This is an intermediate level social marketing workshop that builds on the introductory courses offered by the Puget Sound Partnership.
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People who don’t have experience or training in social marketing but want to learn more. The opening minutes of the session will be devoted to a brief overview of social marketing before diving more deeply into selecting audiences, behaviors, products and services to design more effective sustainable behavior programs.
By the end of this hands-on interactive workshop, participants will:
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Experience the process of selecting and ranking behaviors with the greatest impact
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Work through the process of identifying audiences most likely to change
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Be able to explain the role of products and services in supporting public behavior change
Participants should come prepared with real-life projects to work on during the session. Work sheets will be provided.
Where do you get stuck’ If there is a particular area of social marketing where you feel challenged, our trainer wants to hear from you. Send her an email at kellerconsulting@me.com. Heidi will get in touch for a brief interview.
About the trainer: Heidi Keller, MA, is a social marketing and health promotion consultant who specializes in helping coalitions and non-profits use marketing and communication to improve health and the environment. She has conducted audience research and developed social marketing plans for a wide range of organizations, including the Hood Canal Salmon Enhancement Group, WSU Extension and the Squaxin Island Tribe. Prior to launching Heidi Keller Consulting, she was the health promotion director for the Washington State Department of Health where she worked on a variety of health and environmental education and behavior change campaigns. Since 1998, Heidi has also served on the planning committee and conducted workshops for the University of South Florida Social Marketing Conference. To learn more about Heidi visit www.heidikeller.net