Cullbridge Marketing & Communications: Webinar

In this 90 minute introductory webinar you will learn the language and key concepts of Social Marketing and Community-Based Social marketing. First, you’ll review their evolution and roles in the intervention continuum. Next you’ll apply Exchange Theory to your own planning situation, then participate in a game of "Know Your Audience." You'll review a case study that illustrates the stages of planning a program and the four Ps of marketing. Then you'll be introduced to the synergistic tools of change emphasized in Community-Based Social Marketing, and will apply one of these tools – Prompts - to the behaviour you want to promote. Finally you'll review a mini-case study and get suggestions for further resources on the topic.

When: January 22, 2010, 12 noon to 1:30 PM Eastern Time
Suggested audience: little or nor exposure to social marketing.

Learn the basics of conducting formative research and pretesting, even on a limited budget. In this 90 minute webinar you will learn how to identify the key barriers that could otherwise discourage your target audience from making the desired changes, as well as the motivators that you will need to ‘talk to’ in order to engage their interest. You'll get advice on best practices for both secondary and primary research - what you need to know in order to conduct, supervise or use the research, including simple, practical tools and tips for doing the research yourself.  Finally, you’ll learn techniques for overcoming common barriers, see how various programs overcame unique barriers, and get suggestions for further resources on the topic.

When: Friday February 26, 2010, 12 noon to 2:00 Eastern Time
Suggested audience: Those who are relatively new at conducting, supervising or using market research to develop and improve social marketing programs. 

Community-Based Social Marketing emphasizes a set of proven, synergistic tools for promoting change at various stages in the change process. In this 90-minute webinar, you’ll learn how to apply these tools to: create vivid, personalized, credible and empowering communication; obtain increasingly demanding commitments; provide effective feedback; and build motivation over time.  You’ll also see how these tools were used in selected programs and get suggestions for further resources on the topic.

When: Friday December 10, 2010,  12 noon to 1:30 Eastern Time
Suggested audience: Three or less years of social marketing experience.  

In this 90-minute webinar, you'll learn to apply two powerful tools of change that can be used at all stages of the change process: incentives (both financial and non-financial) and norm appeals. You'll review related theory and examples and get suggestions for further resources on the topic. 

When: Friday April 23, 2010, 12 noon to 1:30 Eastern Time
Suggested audience: Three or less years of social marketing experience.    

An increasing number of funders and supervisors are asking for program  logic models and impact measurements.  While evaluations should be well designed and methodically carried out, they need not be expensive nor time consuming. In this 90-minute introductory webinar, you’ll find out about different evaluation methods, how evaluation can be carried out with limited resources, and how to incorporate the results of the evaluation to make a better program. You'll learn how to design measurable objectives, logic model and impact measures. You'll hear about the advantages of using control groups and a practical alternative - staggered baseline design. Finally, you’ll review a mini- case study and get suggestions for further resources on the topic.

When: May 21, 2010, 12:00 to 1:30 Eastern Time.
Suggested audience: Those who want to start conducting impact evaluations and/or have only recently begun to do so.