Our interactive workshops walk participants step-by-step through selected stages of planning and implementing a social marketing program, including use of specific social marketing tools, while supporting them in planning out aspects of their own programs. At each step, participants briefly review related theory and guidance, view best-practice examples, and then apply the learning to their own situations and programs. 

We can provide participants with both knowledge and practice in three key areas: (1) Identification and reduction of barriers to taking the desired actions, (2) Use of proven tools of change, and (3) Continuous program improvement, from pilot testing to program evaluations (even when funding is short term and funding priorities keep changing!) 

We use a variety of teaching / learning approaches including: lectures, interactive large group discussions, small group discussions, role playing, and small group exercises for applying what is being learned to the planning of participants’ own programs.

Participants will receive a copy of the Tools of Change workbook, co-authored by Jay Kassirer MBA and Doug McKenzie-Mohr PhD - the founder of community-based social marketing. They will also have access to personal coaching immediately afterwards and at a distance, to help them apply what they have learned and to reinforce and ensure proper use of the techniques. In addition, they will become familiar with the ongoing support tools provided by this website, which uses the same framework and terminology as the workshop.

Our talks and workshops complement and use the same conceptual framework as the community-based social marketing books and workshops by Dr. Doug McKenzie Mohr, as well as the concepts and terminology of traditional social marketing. However, no prior social marketing knowledge or experience is required. 

• Better engage the public, stakeholders and staff in social change efforts

• Use proven tools and approaches for making those efforts more effective, and for increasing their impact and return on investment

• Establish a common language and understanding of social marketing approaches and their value, so that community organizations / team members can better support one another

• Gain consensus and buy-in for, and develop aspects of a shared outreach strategy (when teams of participants, such as staff and/or other stakeholders work on the same project during the workshop)

• Develop and strengthen support from management and colleagues who attend

Choose from (depending on workshop length):

•  Introduction  to Social Marketing, including Community-Based Social Marketing. You’ll learn about the evolution of Social Marketing and Community-Based Social marketing, when and why to focus more on behaviours than attitudes, and mass media vs. face-to face approaches.  You’ll also get an overview of social marketing planning stages and tools of change.

• Identification and prioritization of barriers and motivators for taking action

•  Step-by-step instruction in the stages of planning. You’ll get clear, step-by-step guidelines on how to: set measurable objectives, conduct background research, develop partnerships, target your key audiences, choose the right tools of change, finance your program, pilot test it, and measure and evaluate your achievements.

• Step-by-step instructions on how to use extensively researched and ‘field’ proven tools and approaches. You’ll learn and practice how to: build motivation over time; get and use feedback; incorporate financial incentives and disincentives; make best use of communication vehicles; enhance norm appeal; obtain a commitment; overcome specific barriers; use peer support groups; employ prompts; create vivid, personalized, credible communication; draw on word-of-mouth; and set up work-based and school-based programs. 

• Cost-effective  evaluation methods. You’ll be introduced to different evaluation methods, how evaluation can be carried out with limited resources, and how to incorporate the results of the evaluation to make a better program. 

• Best practices. You will see a variety of case studies, custom-selected for your audience’s interest, that illustrate the very best in program design, implementation, evaluation and impact.   

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