CBSM 2.0 Beyond Theory to Application

Beyond Theory to Application
Designing and Implementing Effective Community-based Social Marketing Campaigns

Understanding the theory of CBSM and knowing how to implement an effective campaign are not the same thing. It can be a challenge to create a program which will achieve the desired goals. To help those trying to create an effective program, I’ve developed a seminar which goes beyond the theory of CBSM and focuses intently on the application of the tools available.

This seminar has been developed to provide extended training to people who are familiar with the theory of Community-based Social Marketing (CBSM) campaigns. The seminar focuses on practical design and implementation practices in order to develop campaigns that work. It is hands-on, interactive training, designed to help make your CBSM campaigns work effectively.

Some examples of what you will learn:

1. How to research effectively, mistakes to avoid, and how to research on a budget.
2. Choosing behaviours strategically that will have the greatest impact.
3. Creating a campaign that targets one behaviour in order to facilitate follow-up evaluation of the behaviour change.
4. Branding campaigns to establish, and build on, early successes.
5. Secrets to reaching 100,000 or more people with “one-on-one” conversations.
6. Integrating the power of Social Media.

Course Outline

• CBSM Principles
• Budgeting
• Conducting Research
• Choosing Behaviours
• Communications
• Commitment Strategies
• Social Media

You can find out more about the seminar by reading the description.

The Instructor

Ken Donnelly has been developing CBSM strategies for clients since 1993. Doug McKenzie-Mohr recently described Ken as “one of Canada’s foremost Community-based Social Marketing practitioners.” Ken has conducted CBSM training seminars across Canada, Trinidad, England and in Scotland, where he works in partnership with the Sustainability Centre at Caledonian University.

Course Prerequisite

This is an advanced course in CBSM implementation. To take the course, you must have previous Community-based Social Marketing training, or have experience in delivering CBSM campaigns. If you are unsure if you meet these requirements or you would like to attend a webinar that will bring you up to the requirement level, email Ken Donnelly (ken null@null beyondattitude NULL.com).

Interested?

The cost of this course is $395 per person. To find out when the next seminar is scheduled, or if you would like to schedule a seminar for your group, please email Ken Donnelly (ken null@null beyondattitude NULL.com).