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Social marketing – promoting socially-important ideas and practices – is an important aspect of community work. At some point in your work, you may have to use promotional techniques to encourage widespread behavior change related to your goals.
This training provides an overview of the key aspects of social marketing, starting with the idea of social marketing, and helps you understand why, when, and how to engage in it. Each of the lessons focuses on a specific aspect of social marketing, such as listening, communicating, and making the behavior change easier and more rewarding. The final lesson will help you plan an actual social marketing campaign that you can use in your community.
Understand why and when social marketing can be effective
Identify the 4 P’s of marketing
Identify methods for market research
Learn how to plan a social marketing campaign
Module 13: Implementing a Social Marketing Effort
Engaging in a Social Marketing Campaign
Listening to Those Whose Behavior Matters
Communicating Information to Key Audiences
Making the Desired Behavior Change Easier and More Rewarding
Supporting and Maintaining Behavior Changes
Using Principles of Persuasion to Influence Adoption and Use of Practices
Putting It All Together: Planning a Social Marketing Campaign
Video Presenter: Dola Williams
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