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Seating limited.
Advance registration required.
Fee: $249
Registration includes a copy of Fostering Sustainable Behavior, continental breakfast and lunch.
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For more than twenty years Dr. McKenzie-Mohr has been incorporating scientific knowledge of behavior change into the design and delivery of community programs. He has provided training internationally for more than 50,000 program planners. His book, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing is essential reading for those who deliver programs to promote sustainable behavior. More...
RECENT WORKSHOP EVALUATIONS
"Easily the most valuable workshop I have ever attended."
"Outstanding presentation style. Expertise is obvious."
"Fantastic. Simply invaluable."
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FOSTERING SUSTAINABLE BEHAVIOR:
COMMUNITY-BASED SOCIAL MARKETING
The cornerstone of sustainability is behavior change. Sustainability requires that we tackle diverse goals, such as increasing water and energy efficiency, protecting biodiversity and reducing waste. To hasten the transition to a sustainable future we must encourage the adoption of a wide selection of behaviors that support these goals. To date, most initiatives to foster sustainable behavior have relied primarily on large-scale information campaigns that use education and/or advertising to encourage the adoption of sustainable actions.
WHAT IS COMMUNITY-BASED SOCIAL MARKETING?
Community-based social marketing merges knowledge from social and environmental psychology with knowledge from the field of social marketing. Social marketing has been used for several decades to promote behavior changes that improve public health and prevent injuries. Community-based social marketing is based on research that demonstrates that altering human behavior is often most effectively achieved through initiatives delivered at the community level that focus on removing barriers to an activity while at the same time enhancing the activity's benefits.
WHAT WILL YOU LEARN AT THIS WORKSHOP?
- A comprehensive, introductory understanding of community-based social marketing.
- The strengths and weaknesses of information-intensive marketing campaigns.
- A five-step process to effectively include community-based social marketing in your program design.
- How to select actions that will achieve the greatest impact.
- Barriers and motivations to behavior change.
- Tested tools for encouraging behavior change.
- How to design and implement a pilot program to test your social marketing approaches.
WHO SHOULD ATTEND?
This workshop is designed for energy program designers and implementers, utility program managers, communications and marketing professionals, community planners, municipal officials and administrators, regulators, educators and advocates, professionals in the fields of energy and sustainable communities, and anyone interested in community-based social marketing.
MORE INFORMATION
For a complete description of this full-day workshop including lodging information, please visit www.ecw.org/socialmarketing.
QUESTIONS?
If you need more information, want to cancel or make a substitution, or you have not received a confirmation and it is one week before the event, please contact Kristi Kaiser at 608.238.8276 x135 or kkaiser@ecw.org.
COMMUNITY ENERGY LEADERSHIP SERIES
This series is designed to assist in achieving energy reduction goals in cities and towns. Presenters offer tips for improving energy assessment and program planning skills, and for designing effective evaluation of program results to determine if goals are met. More...
ABOUT US
The Energy Center provides objective research and education on energy issues to businesses, professionals, policymakers and the public. We apply our expertise to reducing the impact of energy use on the environment. More...
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