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.

TORONTO

October 23rd, 2013
Intercontinental Hotel, Yorkville
Register: https://www.eventbrite.ca/event/4490585462

OTTAWA

November 12, 2013
RA Centre, Outaouais Room, 2451 Riverside Drive, Ottawa
Register: http://cepsm.ca/products-page/categories/beyond-awareness-creating-social-marketing-campaigns-that-change-attitudes-and-behaviour-2/

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 http://cepsm.ca/services/training/

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

Go to http://ppd.carleton.ca/PublicNonProfitMarketingCertificateOttawaON

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Beyond Awareness: Creating Social Marketing Campaigns that Change Attitudes and Behaviours

Social marketing strategist Alexandra Bornkessel also known as “social butterfly” wrote a terrific piece on awareness which I have used in a number of live presentations. It clearly explains why we have the need to go BEYOND AWARENESS.

“They know about us, who cares if they don’t buy? Would any company ever say this? Hey, we spent $5M, and made $1M–but at least more people know about us–look at all the awareness we got. No, they would not. Better phrased, they would not be satisfied with that answer. They’d want more information. They’d look at the whole product cycle – from development, to placement, to price, to promotion and beyond.

So, why, fellow health marketing and do-gooders do we settle with “awareness-building?” To be frank, every time I’m in a meeting and I hear the word awareness, my skin crawls. Awareness is great–but there’s a time and place for it. I’m aware of Ritz crackers, but I buy Wheat Thins. I’m aware of PowerAde, but I buy Gatorade. There are times I might know about your cause–but I won’t donate. Other times I might know you need help, but I won’t volunteer. I know exercise is healthy, yet I’m still sitting here typing this blog post. There is a reason for these behaviours and decisions. There are motivations, barriers, incentives, costs, and more.

If our friends in the private sector won’t settle, we shouldn’t either. Let’s suggest questions to ask when awareness fever strikes our next meeting. Ready, Set, Go.

When it comes to public education campaigns, it’s time to move beyond awareness and into action. If you work in the non-profit sector you’ll have heard a bubbling frustration with traditional, cause-driven awareness campaigns.

When it comes to many causes, 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. Yes let’s make the sale!

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.

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

In this tough economy it’s important to ensure maximum impact for your marketing and communication dollars.

beyond-awareness

Come Join Us

Intro to Social Marketing Planning for Attitude and Behaviour Change

March 9, 2017

343 Preston Street, Ottawa, ON,

Awareness.  Are you getting tired of hearing that word? If you want to move your marketing and communications efforts beyond merely public education and awareness campaigns and into the realm of action-oriented attitude and behaviour change then this workshop is for you

The workshop will focus on:

  • 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;
  • 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.

REGISTER NOW

 

 

 

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Inventory of Marketing Organizations in Canada

Many marketers are confused on where to get training as well as which marketing organizations are credible in public sector and non-profit marketing.

If you are interested in public sector and non-profit marketing, check out the Centre of Excellence for Public Sector Marketing (CEPSM)  is devoted to the advancement of strategic marketing in governments, non-profits and associations. They also run training programs.  Here is their link to  their training schedule . They also run the MARCOM  the premiere educational forum for public and not-for-profit sector marketers and communicators held every spring at the Ottawa Conference Centre

There is also Professional Certificate in Public Sector and Non-Profit Marketing at the Sprott Professional Programs, Sprott School of Business, Carleton University .

With respect to organizations there is the Canadian Marketing Association (CMA)  which is corporate driven, well-funded, and an industry authority across Canada.

The Canadian Institute of Marketing focuses on peer review of an individual’s credentials comprised of academic achievements and depth and length of experience. The Institute does not offer any education program of its own, but does accredit and support the marketing programs of Canadian universities and colleges who deliver the standards in its programs recognized by the Institute to qualify for membership. The Institute offers a Certificate of Registration to its professional members only, who wish to practise as a Registered Professional Marketer (RPM). The C of R requires a candidate to successfully challenge a written and oral exam and is then subject to mandatory continuous marketing education and filing of a log proving continuous education in marketing every three years. The Canadian Institute of Marketing offers membership primarily to individuals, not corporations.

The American Marketing Association (AMA) has chapters in Vancouver, Toronto and Montreal

Also Seneca College of Applied Arts & Technology North York and York University Toronto have student chapters.

Note many universities have marketing associations which are not part of the AMA. Here is a list of universities and colleges that have marketing programs .

Let me know if I missed any marketing organizations in Canada.

 

 

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