Professional Studies & Special Programs

Summer Institute for Social Marketing & Health Communication Schedule

Sunday, July 12

6:00–9:00 pm Welcome and Orientation
Tim and Lynda will present an overview of the week and will discuss expectations on assigned exercises.

Monday, July 13

9:00–10:30 am Briefing on Week's Assignment
10:30–10:45 am Mid-Morning Break
10:45 am–12:30 pm How Is Marketing Social?
How is "selling" behavior different from selling soap? Lynda will explain how to apply commercial marketing principles such as audience analysis, segmentation, exchange theory, and the 4 P's as you learn the basics of Social Marketing.
12:30–1:30 pm Lunch Break
1:30–3:00 pm Marketing Mix Exercise
3:00 pm Mid-Afternoon Break
3:15–3:45 pm The Social Marketing Plan Outline
Review of social marketing plan and week's assignment.
3:45–5:00 pm Break-Out Groups Assigned
Groups meet to discuss the week's assignment, draft an audience segmentation strategy, and begin marketing mix strategies.

Tuesday, July 14

9:00 am–10:30 am Understanding the Environment
In the social marketing world, the competition isn't always visible. Tim explains how we scan the environment and apply tools like SWOT analyses to determine our direction. Learn the importance of understanding the current context and creating a supportive environment for individual and social change.
10:30 am Break
10:45 am–12:30 pm Break-Out Session
Groups identify campaign purpose and focus, draft a SWOT Analysis, and develop knowledge, belief and behavioral objectives.
12:30–1:30 pm Lunch Break
1:30–3:00 pm Understanding the Audience
Without a foundation in target audience research and behavioral theory, social marketing would not have the scientific base to impact behavior. Participants create target audience profiles while Tim and Lynda describe how popular behavioral theories drive creative and communication strategies.
3:00 pm Mid-Afternoon Break
3:15–4:30 pm Understanding the Audience (continued)
4:30–5:00 pm Meetings
Groups meet to select audience profile and behavioral theory to drive their plan.

Wednesday, July 15

9:00–11:00 am The Methodology Behind the Motivation
Lynda discusses how to move beyond messages to the big idea and provides an introduction to the creative brief, an international best practice and tool for developing research-driven campaigns. 
11:00 am–12:30 pm Break-Out Session
Groups draft creative briefs.
12:30–1:30 pm Lunch Break
1:30–3:00 pm Social Marketing and Social Media: Games for Change
Thinking about social media as simply a new promotion channel misses the essence of what the revolution is all about. These new technologies have implications for the way that we engage audiences and promote behaviors, products and services. We talk about designing interactive games to shift norms and influence behavior.
3:00 pm Break
3:15–5:00 pm Sitting in Judgment (Say Bravo)
Join the "critic's corner" as you learn criteria for "sitting in judgment." How do you know what works? What does effective print look like? What are some innovative openings and channels? Lynda examines social marketing materials and campaigns that have made their mark or gotten lost along the way.

Thursday, July 16

9:00–10:30 am Nudge: What is Behavioral Economics?
We will discuss behavioral economics and demonstrate how to use behavioral insights to identify problems and design solutions that facilitate behavior.
10:30 am Mid-Morning Break
10:45 am–12:15 pm Creative Evaluation
Sounds like an oxymoron, but sometimes even evaluators have to think creatively. Tim explains the basics of evaluation and how we can make it affordable even when evaluation is often the first budget item cut.
12:15–1:15 pm Lunch Break
1:15–2:45 pm Creative Evaluation (continued)
2:45–3:00 pm Mid-Afternoon Break
3:00–5:00 pm Break Out Sessions
Participants draft SMART objectives and finalize plan.

Friday, July 17

9:00–10:30 am The Social Marketing Marketplace
Lynda provides an overview of the donors and organizations practicing social marketing domestically and internationally today.
10:30 am–12:00 pm Break-out groups rehearse for afternoon presentations.
12:00–1:00 pm Lunch Break
1:00–5:00 pm Group Presentations
Each group will present its social marketing plan. An outside client will observe and comment.

Schedule and instructors are subject to change.