Tag Archives: social marketing

Episode 15: Strategic social marketing

The problems are complex, but the process is relatively simple. The trick is to get politicians to endorse the application of that process and practitioners to help deliver it.

Professor Jeff French joins the podcast to discuss his recent work defining and advocating for strategic social marketing. Through the idea of strategic social marketing, Professor French challenges social marketers and policy makers alike to embrace social marketing techniques and theories when planning at the policy level.

Jeff is the chair of the World Social Marketing Conference, and you can catch him at that event in May 2017 in Washington DC.  You can also catch him at the European Social Marketing Conference taking place in September 2016 in Finland. Registration for the latter event is live, and you can find more information here.

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About Professor Jeff French

Jeff French is a recognised global leader in the application of behaviour change and social marketing. Jeff has extensive experience of developing leading and evaluating behaviour change projects, social marketing programmes and the development of communication strategies at international, national, regional and local level.

With over 30 years’ experience at the interface between government, public, private and NGO sectors Jeff has a broad practical and theoretical understanding of national and international health and social development issues.

Jeff and has published over 70 chapters, articles and books in the fields of behaviour change, social marketing, community development, health promotion and communications. Jeff is a visiting professor at Brunel University and Brighton University and a Fellow at Kings College University London and teaches at four other Universities in the UK.

Jeff was the Director of Communication and Policy at the Health Development Agency for five years from 2000 – 2005. In March 2005 From July 2006 through to July 2009 Jeff set up and managed the National Social Marketing Centre for England. In August 2009 Jeff became the Chief Executive of Strategic Social Marketing Ltd.

Strategic Social Marketing works with clients from all over the world in the private, NGO and public sector on the development and evaluation of social behaviour change programmes. Strategic Social Marketing also provides consultancy services to some of the world’s biggest corporate communications and research companies.

Jeff continues to act as the principle adviser to the National Social Marketing Centre and the Department of Health behaviour Change and Social Marketing policy team. Jeff also acts as an advisor to a number of national policy committees, the EUCDC Knowledge and Resource Centre in Health Communication project, and is a member of the organising committee of the Global Social Marketer’s network. Jeff is a member of the editorial Boards of the International Review on Public and Nonprofit Marketing and the Journal of Social Marketing.

Jeff is Conference Chair of the World Social Marketing Conference. His new book ‘Social Marketing and Public Health Theory and Practice’, published by Oxford University Press is now available. Jeff is also the author of the NSMC’s new guide to procuring and managing the delivery of social marketing service.

 

Episode 11: Social marketing and behavior change in conservation

Marketing is both a powerful and positive tool for shaping our perceptions, actions, and social norms. I encourage anyone who’s working in any cause-based mission to embrace social marketing as an important tool, especially those working in conservation.

Brooke Sadowsky and Kevin Green from Rare join the podcast to discuss how working in conservation informs their social marketing and behavior change approach.

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About Brooke Sadowsky

Brooke Sadowsky spent nearly a decade working in commercial advertising, helping clients such as British Airways, Pfizer, and American Express reach key consumer audiences in an effort to build brand awareness, change preferences, and sell products. Desiring to have her work match her personal passion for wildlife conservation, Brooke joined Rare in 2007 – an organization that specializes in using commercial marketing techniques to inspire local communities to better protect and preserve their natural resources. During her time at Rare, Brooke has partnered with local NGOs and Local Government Units to develop and implement social marketing campaigns in Mongolia, Thailand, Lao PDR, Bahamas, Madagascar, Guam, and in the Philippines targeting a variety of human-induced threats to species conservation. Brooke now serves as Rare’s global lead on evolving and applying social marketing methodology for Rare’s two global initiatives in rights-based fisheries management and in improved agriculture for forest protection and water quality in freshwater ecosystems.

Contact Brooke at: brookesadowsky@gmail.com

About Kevin Green

Kevin is interested in how and why humans cooperate to achieve common goals. As Senior Manager, Behavioral & Social Science at Rare, he collaborates with field staff and partners across Latin America and Asia in using social research methods and tools in the field, designing strategic social marketing campaigns, and driving on-the-ground application of the constantly growing body of research in the behavioral sciences about how human beings are motivated. He previously led the development of Rare’s social impact monitoring framework and co-authored the Principles of Pride, a guide to the fundamental principles of Rare’s ‘Pride’ social marketing methodology. Kevin has researched payments for environmental services  and other incentive mechanisms for conservation and development, and is a faculty member of the Kinship Conservation Fellows program and a former fellow of the Emerging Wildlife Conservation Leaders (EWCL) program. Before Rare, Kevin was a research fellow at the Nature Conservancy and a research assistant at the Worldwatch Institute. He holds an MA in international development and economics from Johns Hopkins University and a BA in anthropology and sociology from Washington and Lee University.

Contact Kevin at: kgreen@rare.org

Resources mentioned in this episode:

 

 

 

Episode 10: Social marketing and the super wicked problem of climate change

You’ve got to look at what people do about climate change, not what they think about it…Ultimately we’re going to be judged on how effective we are, not on whether people remember the brand or message of a program.

David Meiklejohn joins the podcast to discuss wicked problems, super wicked problems, and climate change. David discusses his work with these topics and provides recommendations for how social marketing might address them in the future.

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About David Meiklejohn

David has more than 16 years experience in developing and implementing social marketing programs in both Australia and the UK. He has worked with governments in Australia and New Zealand to build their capacity to deliver behaviour change projects. He has developed and delivered climate change social marketing programs to households in Melbourne, achieving a 26 percent reported drop in greenhouse gas emissions. He has conducted reviews for state governments into the effectiveness of climate change social marketing programs, and as a result of this is currently researching what makes such programs effective. His research examines the target audiences reached by these programs, why they sometimes fail and how they can be better designed in the future to better meet the challenges of climate change.

He also works as as executive officer for a network of nine local governments in Melbourne (www.naga.org.au) working together to develop effective climate change responses.

Follow David:

Website: www.meiklejohn.com

Twitter: (@swingdog46)

Resources mentioned in this episode:

 

Episodes 7&8: Research for Planning and Evaluation in Social Marketing

Episode 7

If you want to watch a lion hunt, don’t go to the zoo. Go to the jungle.

Craig Lefebvre, PhD, joins the podcast for a two-part series on research in social marketing. In this first episode we discuss theories, concepts, and strategies for conducting quality research for campaign and program planning.

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Episode #8

Understanding the perspective of the people you’re serving should be the most important benchmark for how you conduct your research and evaluation activities.

Craig Lefebvre, PhD, Craig Lefebvre, PhD, re-joins the podcast for the second episode of a two-part series on research in social marketing. In this episode we discuss theories, concepts, and strategies for conducting quality evaluation.
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Don’t let the conversation end here. Discuss this episode in the comments section below or on Twitter any time using #ReQPod8. And don’t forget to follow us on Twitter, Instagram and Facebook. Our name for all accounts is @ReQPod.

About Craig Lefebvre, PhD
Craig Lefebvre, PhD is an architect and designer of public health and social change programs. He is the chief maven at socialShift, the social design, marketing and media consultancy located in Sarasota, FL. He is also Lead Change Designer at RTI International and Research Professor at the Florida Prevention Research Center at the University of South Florida College of Public Health.

Craig has been involved in several hundred social marketing programs at the community, state and national levels in the US and across the world. In addition to an active practice side, Craig is the author of over 125 publications in the areas of community health promotion, social marketing, social and mobile media and public health and has made more than 300 presentations at professional meetings and invited venues around the world. His recent books include Social marketing and social change: Strategies and tools for improving health, well-being and the environment [San Francisco: Jossey-Bass, 2013] and a six-volume series on Social Marketing for the SAGE Library in Marketing [London: Sage Publications, 2013]. He also produces the blog On Social Marketing and Social Change.

He is a founding Board Member of the International Social Marketing Association, a Senior Fellow in the Society for New Communications Research and he is a recipient of the William D. Novelli Award for Innovations in Social Marketing and most recently the Phillip Kotler Social Marketing Distinguished Service Award.

Resources related to the episodes:

Episode 4: Mentorship and the academic track in social marketing

We are a community of social marketers. I think it’s important to remember that we need to support each other in the work that we do and offer that support in a number of ways. One way is through mentorship, another way is by collaborating with each other.

Dr. Nadia Zainuudin from the University of Wollongong joins the podcast to discuss mentorship and the academic path in social marketing.

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About Dr. Nadia Zainuddin

Nadia Zainuddin is a Researcher and Lecturer in Marketing at the Faculty of Business, University of Wollongong. She is a specialist in the area of value creation, particularly in the fields of health, wellness, and wellbeing. Nadia also works in related research areas such as Transformative Service Research, technology and its use in service and social change, and branding in social marketing. She is an Editorial Advisory Board member for the Journal of Services Marketing, Guest Editor of the World Social Marketing Special Issue for the Journal of Social Marketing, and Co-Chair of the upcoming International Social Marketing Conference 2016.

Resources mentioned in this episode:

Episode 2: What is social marketing anyway?

When done well, social marketing programs really can be effective in creating large-scale change.

Nedra Weinreich of Weinreich Communications joins the podcast to provide an introduction to social marketing and to illustrate how social marketing campaigns manifest in the real world.

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Don’t let the conversation end here. Discuss this episode in the comments section below or on Twitter any time using #ReQPod2. And don’t forget to follow us on Twitter, Instagram and Facebook. Our name for all accounts is @ReQPod.

About Nedra Weinreich

Ever since Nedra heard about this thing called “social marketing” a quarter century ago, her mission has been to help as many organizations as possible put it into action. And she’s done just that through Weinreich Communications, which she founded in 1995; through her book Hands-On Social Marketing: A Step-By-Step Guide to Designing Change for Good; and with the trainings she’s conducted via Social Marketing University® and other events, through which she has trained thousands of professionals. For years, she’s been the CDC’s conference go-to gal for social media training. She also instills her passion for social marketing into the next generation, teaching a graduate course at the UCLA Fielding School of Public Health for many years.

As if that weren’t enough social marketing in her life, she is also on the board of directors of the International Social Marketing Association and on the editorial board of the Social Marketing Quarterly. Nedra earned her Master’s degree in Health and Social Behavior from the Harvard School of Public Health and her Bachelor’s degree in Conservation and Resource Studies from the University of California at Berkeley.

You can follow her on Twitter at @Nedra and visit her website at social-marketing.com.

Resources mentioned in this episode: