Professional Studies & Special Programs

Summer Institute for Social Marketing & Health Communication Schedule

Sunday, June 5

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, June 6

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, June 7

9:00 am–10:30 am Understanding the Environment
In social marketing,understanding context is critical for creating a supportive environment for individual and social change. Learn how to scan the environment and conduct a SWOT analyses to understand context and determine direction.
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 have the opportunity to hear from members of the target audience and create target audience profiles while learning how popular behavioral theories drive 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, June 8

9:00–11:00 am The Methodology Behind the Motivation
How do we move beyond messages to creat big ideas? This introduction to the creative brief, an international best practice for developing research-driven campaigns, will get participants started.
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. A guest speaker will 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? Take a closer look at social marketing materials that have made their mark or been lost along the way.

Thursday, June 9

9:00–10:30 am Nudge: What is Behavioral Economics?
A guest speaker will introduce behavioral economics and demonstrate how to use behavioral insights to identity problems and design solutions.
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. Learn about the basics of evaluation and how we can make it affordable.
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, June 10

9:00–10:30 am The Social Marketing Marketplace
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.

Schedule and instructors are subject to change.