B C Health Adapts CEPSM Social Marketing Workbook for British Columbia

In September 2014, I had the opportunity to work with the British Columbia Ministry of Health’s Population and Public Health Division to co-host social marketing sessions in Vancouver and Victoria to explore shared strategic approaches for social marketing and engagement across health promotion and disease/injury prevention partners in British Columbia.

We also conducted train the trainer one day workshops with social marketers across BC using our CEPSM Social Marketing Planning Workbook

I wrote a blog last year after I completed the first phase of my work with the British Columbia (BC) Ministry of Health’s  Population and Public health Division

We are very pleased to announce that an adapted version of our CEPSM Social Marketing Planning Workbook is now the official workbook of the Healthy Families BC program . The work book which is titled Public Health Social Marketing in BC has been adapted for the province of BC and includes changes to some of the examples from our workbook to refer to some campaigns that have been conducted in BC.

In addition, one of our recommendations was to develop a broader, collaborative community of practice to engage all health promotion/disease prevention marketing partners throughout BC – government, health authority and non-government.

As a result in 2015 BC Health formed the Social Marketing Working Group (SMWG) with each of the health authority health promotion reps which has been great for sharing resources and collaborating on health promotion projects.

The newly adapted workbook will be made available to members of the Social Marketing Working Group . The working group comprises of the following groups

  • Health promotion marketing leads for each of the five regional health authorities in BC,
  • First Nations Health Authority
  • Provincial Health Services Authority (including BC Centre for Disease Control).
  • HealthLinkBC and
  • BC Government Communications and Public Engagement group (the Province’s central communications unit).

The workbook will be used by SMWG members to develop social marketing strategies for their specific initiatives as well as social marketing training within their agencies.

The Centre of Excellence for Public Sector Marketing (CEPSM) is delighted to make this contribution to social marketing in British Columbia and hope that other provinces, territories, municipalities , non profit organizations and other countries will work with CEPSM to develop their version of our social marketing workbook.

If you are interested in talking to us about our adapting our work book for your jurisdiction or organization please contact me : jimmintz@cepsm.ca or call me at 613 230 6424 ext 223

We also give public workshops and private tailored workshops in social marketing (in-house or at our facilities), and private coaching and mentoring services.

 

 

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British Columbia Ministry of Health: Taking a Leadership Role in Social Marketing

In September 2014, I had the opportunity to work with the British Columbia Ministry of Health’s Population and Public Health Division to co-host social marketing sessions in Vancouver and Victoria to explore shared strategic approaches for social marketing and engagement across health promotion and disease/injury prevention partners in British Columbia.

The sessions included presentations from experts on social marketing and behaviour change, branding and the latest trends in marketing and engagement.  Participants also heard about the Healthy Families BC policy framework and the Ministry of Health’s mandate to support a more collaborative approach to health promotion and disease/injury prevention social marketing across BC. Participants also had the opportunity to provide feedback through facilitated sessions.

This is an important initiative and it is great to see the province of BC taking a leadership position in social marketing.

Governments and non-profits in Canada spend millions of dollars on attempting to change the behaviours and attitudes of Canadians. Much of the social marketing we see at our Centre across Canada is not strategic, or well-structured and effective campaigns with measurable results are hard to find. As I stated in a previous blog surely it is time for public sector and non-profit organizations to move from public education campaigns which are mostly focused on awareness to social marketing campaigns which engage and motivate audiences to change their attitudes and behaviours.

What we find at our Centre is that many organizations presently involved in attitude and behaviour change campaigns have different approaches to campaigns to change attitudes and behaviours. To be successful, these organizations should be engaged in following the key principles of social marketing best practices with emphasis on a consumer focus, consistent messages, market segmentation, clear calls to action, controlled channels and monitoring and evaluation. This includes a shift from promoting public education interventions that prescribe how people should behave to one that engages the audience to identify what motivates them and what actions will nudge them toward a new behaviour.

Getting back to the BC Ministry of Health their next steps will be the formation of a working group of marketing leads from the BC Ministry of Health and from each of the health authorities. This working group will report to the Provincial Public Health Committee.  The group will also develop its terms of reference collaboratively, and work through the recommendations  prepared by the Centre of Excellence for Public Sector Marketing in conjunction with the Health Engagement Unit, Ministry of Health BC to improve social marketing activities in BC . A key action will be to develop a broader, collaborative community of practice to engage all health promotion/disease prevention marketing partners throughout BC – government, health authority and non-government.

The Health Engagement Unit will also share Healthy Families BC brand guidelines and create a network to share information. They will look to improve collaboration where partners have common objectives.

healthy families BC

Collaborating on health promotion/prevention strategies and sharing communication channels, assets and learnings among partners in the health and NGO sector should also result in achieving better economies of scale for health promotion/prevention social marketing activities.

 

PLEASE NOTE:

The Centre of Excellence for Public Sector Marketing has a Social Marketing Planning Workbook that is designed to provide communicators and marketers with an end-to-end planning tool that lays the groundwork for a successful social marketing program. We also run training workshops to help marketers and communicators to prepare a social marketing plan that is actionable, has maximum impact, and leads to successful implementation.

 

Get Certified: Sprott Professional Programs

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If you’re new to marketing or even if you’ve been wearing multiple  marketing hats over the years – it may be time to earn a Professional  Certificate in Public Sector and Non-Profit Marketing to support you in your professional development. With a rising need for highly skilled marketing professionals in the public and non-profit sectors many are looking for professional advice about how to bring products, services and messages to citizens, stakeholders and their specific target audiences in new and impactful ways. Take advantage of a condensed, intensive 6-day program from February 8-13, 2015 at the Sprott School of Business, Carleton University and be recognized for your skills. Learn more

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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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