It’s time to run campaigns that go beyond awareness!

Back by popular demand, Stephen Thomas Ltd and the Centre of Excellence for Public Sector Marketing (CEPSM) return with an exclusive one-day workshop in Toronto and Ottawa: Beyond Awareness: Creating Social Marketing Campaigns that Change Attitudes and Behaviour.


October 23rd, 2013
Intercontinental Hotel, Yorkville


November 12, 2013
RA Centre, Outaouais Room, 2451 Riverside Drive, Ottawa

Awareness, awareness, awareness are you getting tired of hearing that word, don’t you want to move to something more substantial like changing people’s attitudes and behaviours. Surely it is time for public sector and non-profit organizations to move from public education campaigns to social marketing campaigns. It’s time to move beyond awareness and getting people to take action. If you work in the government or non-profit sector you’ll have heard a bubbling frustration with traditional public awareness campaigns.

When it comes to many areas like health, the environment and other social issues, people are “awareness’ed out.” It’s time those in the public and not-for-profit sectors take a page from private sector marketers and start running campaigns that are results driven and have as the ultimate result attitude and behaviour change.

So many times in our experience working with organizations, we find that they think people’s “awareness” of their programs and products will spur them to take action. If only that were true! But it’s not.

The brutal fact is awareness alone does not always lead people to change their attitudes or behaviours. If you want a target audience to adopt a specific lifestyle, buy a product or service, or support your program or cause, you have to go beyond simply making people aware. You need to start using components of behavioural psychology and strategic social marketing to stimulate attitude and behaviour change.

And what better time than now. In this tough economy it’s important to ensure maximum impact for your marketing and communication dollars.

This workshop has been designed not only for marketing and communications professionals who specialize in social marketing, but for anyone involved in the planning of marketing, outreach and public education strategies aimed at changing attitudes and behaviours.

You will learn:

  • How to use a step-by-step structured approach to prepare a social marketing plan: that is actionable; has maximum impact and leads to successful implementation;
  • How to present and “sell” your social marketing strategy to management;
  • How to implement a social marketing program on a very tight budget and still have maximum impact on changing attitudes and behaviours;
  • How to monitor and evaluate your inputs/outputs, outcomes and impacts;
  • How social marketing gives you a single approach: for mobilizing communities; influencing the media; activating key stakeholders; and building strategic alliances with business.

The “Beyond Awareness” Workbook you will receive will guide you through the process for creating your own Customized Social Marketing Action Plan.

Come join us on October 23rd, 2013 at the Intercontinental Hotel, Yorkville in Toronto or the RA Centre in Ottawa on November 12, 2013

For more information on all of our marketing and communication training go to

To learn more about are Professional Certificate in Public Sector and Non-profit Marketing at the Sprott School of Business at Carleton

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