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Changing Behaviour, Improving Society?
Scotland’s 2nd Annual Social Marketing Conference 2008
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A one-day conference, Thursday 27 November 2008
Edinburgh, Murrayfield
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Chair:
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Professor Susan Deacon, Professor of Social Change, Queen Margaret University
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| Keynote Speakers: |
| Professor Gerard Hastings, Institute of Social Marketing, Stirling University |
| Tom Crompton, Change Strategist, WWF, and author of ‘Weathercocks and Signposts: The Environment Movement at a Crossroads’ |
| Martin Machray, Head of Marketing Services, Dr Foster Intelligence |
Suzie Vestri, Director, 'See Me' Campaign
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Clive Blair-Stevens, Director of Strategy and Operations, National Social Marketing Centre
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Ben O'Brien, Assistant Director, Marketing and Communications, Knowsley Health and Wellbeing, NHS North West
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In recent years, Scotland’s public sector has recognised the important role that social marketing can play in influencing the attitudes and behaviour of individuals in support f its objectives of societal improvement.
Last year’s inaugural social marketing conference explored how social marketing has been used to tackle Scotland’s public health and social problems. It considered some of the notable successes, and was a timely opportunity to share experiences and explore new developments in the discipline.
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This year’s conference will develop these themes, exploring how the techniques of social marketing can be applied to a broad range of social, health and environmental issues, across all sectors and by a wide range of organisations.
If your organisation is concerned with changing people’s behaviour to improve society, whether you are in the public, voluntary or private sector, this conference will give you the knowledge and tools you need to develop an effective campaign.
Through a series of practical workshops, delegates will learn that social marketing is more than just a clever advertising campaign. Experts will explain how the most successful campaigns involve careful research and strategic planning, employ a range of diverse and innovative methods and practical on-the-ground initiatives, and are backed-up with monitoring and evaluation to ensure the campaigns meet objectives.
Delegates will hear from experts and practitioners of social marketing, who will pose thought-provoking questions and address some of the difficult issues that concern social marketers. There will be opportunity to debate and discuss the ethical dilemmas that social marketers face, and consider whether social marketing is the panacea to society’s problems, or if there are inherent limitations in using marketing techniques to change behaviour.
If you have any questions,
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or call us on 0131 272 2133.
Key Objectives
• Understand the key concepts and principles of social marketing
• Hear about the latest trends and developments in social marketing in Scotland and abroad
• Learn how to design, develop and implement an effective social marketing campaign
• Understand what makes a social marketing campaign effective – from the importance of research and strategic planning, to the need for careful monitoring and evaluation of the impact of the campaign
• Consider some of the ethical dilemmas social marketers face
• Debate and discuss the limitations of the social marketing approach
• Come away with a clear sense of when, how and why social marketing can help your organisation achieve its objectives
Agenda as of 12 September (subject to change.)
08:45 Registration and Refreshments
09:30 Welcome by the Chair
Professor Susan Deacon, Queen Margaret University
Session 1: Social Marketing for Scotland
Opening the conference, academic experts will provide the theoretical framework, explaining what social marketing is, how it can be used and what it can achieve. Delegates will also hear about the trends and developments in social marketing in Scotland and abroad
09:35 Introduction and Scene Setting from the Session Chair
Professor Gerard Hastings, Director, Institute for Social Marketing, Stirling University
09:40 Developing Insight Intelligence
Ben O'Brien, Associate Director for Social Marketing, NHS North West
10:00 What is social marketing?
Martin Machray, Head of Marketing Services, Dr Foster Intelligence
10:30 Questions and Discussion
10:50 Refreshments
Session 2: Changing behaviour, improving society?
This session will explore in more detail some of the current and pressing issues being considered by social marketers. How do you go about planning and implementing a successful campaign? Is social marketing really a panacea to society’s problems, or are there limitations to when and how social marketing techniques can be used to change behaviour and improve society?
11:10 Planning and implementing a successful campaign
Suzie Vestri, Director, SeeMe Campaign and Helen Hourston, Director, The Gate Agency
11:30 The limitations of a marketing approach in motivating pro-environmental behavioural change
Tom Crompton, Change Strategist, WWF, and author of ‘Weathercocks and Signposts: The environment movement at a crossroads’
11:50 Social Marketing: a strategic perspective
Professor Gerard Hastings, Director, Institute for Social Marketing
12:10 Questions and Discussion
12:30 Lunch
Session 3: Workshops
Delegates can chose from two of four workshops, each of which will be practical and interactive, and will focus on specific issues around designing, implementing and evaluating the success of social marketing campaigns.
13:25 Round 1 of workshops
14:05 Delegates move to next session
14:10 Round 2 of workshops
Workshop A
Creating a campaign and what you need to know.
A step-by-step guide, from strategic planning, undertaking market research, developing effective and targeted messages, to selecting and using the best channels of communication.
Workshop leader: Lindsay Linton, Director of Implementation and Evaluation, Barkers
Workshop B
Case study: Implementing the HPV Vaccine: attitudes and audiences
Why understanding the audience and their attitudes is critical, and how studying existing demographics, psychographics and behaviours can make a difference to the success of a social marketing campaign
Workshop leader: Chrissie Fairclough, Head of Corporate Communications, NHS Health Scotland
With: Paula Fletcher, Communications Manager, NHS Health Scotland
Workshop C
Measuring the impact of social marketing campaigns.
How do we measure the efficacy of social marketing campaigns, and how should measurement and performance assessment be built into an effective campaign. What are the costs of getting it wrong?
Workshop leader: Martine Stead, Deputy Director, Institute of Social Marketing
14:50 Refreshments
Session 4: More than a clever advertising campaign?
15:10 Panel Discussion: Why must social marketing be more than just a clever advertising campaign, and how can you ensure this is the case?
Panellists to include:
Paul Ballard, Deputy Director of Public Health, NHS Tayside
Eilidh Whiteford, Campaigns Manager for Oxfam Scotland
Martine Stead, Deputy Director, Institute of Social Marketing
Michael McDonnell, Director, Road Safety Scotland
15.55 Closing Keynote Speaker
Clive Blair-Stevens, Deputy Director, National Social Marketing Centre
16:15 Closing Statements by Chair
16:20 Close of Conference
This conference is for anyone with an interest in social marketing in Scotland, including but not limited to:
- Policy directors, managers and officers in public health, primary care, education, environment, transport, drug policy, justice, policing, and social work
- Communication and press managers/officers in government, public and private sectors
- Advertising executives
- Public relations executives
- Charities and NGOs
- Environmental organisations and policy specialists
- Researchers and academics
- MSPs
- Councillors
By attending this conference you will:
- Understand the key concepts and principles of social marketing
- Hear about the latest trends and developments in social marketing in Scotland and abroad
- Learn how to design, develop and implement an effective social marketing campaign
- Understand what makes a social marketing campaign effective – from the importance of research and strategic planning, to the need for careful monitoring and evaluation of the impact of the campaign
- Consider some of the ethical dilemmas social marketers face
- Debate and discuss the limitations of the social marketing approach
- Come away with a clear sense of when, how and why social marketing can help your organisation achieve its objectives
Sponsorship & exhibition opportunities
Click here for information on sponsorship & exhibition opportunities.
Full Rate £249 + VAT (£292.58)
(Commercial organisations, central government departments, agencies and other national public bodies)
Discounted Rate £149 + VAT (£175.08)
(Charitable organisations with income of less that £1,000,000 - limited places)
Reduced Rate £199 + VAT (£233.83)
(Local authorities, NHS, Police, trade unions, professional associations, and charitable organisations)
Supported Rate £99 + VAT (£116.33)
(Students, community councils and community action groups)
What is included
All fees include lunch, refreshments and conference papers if applicable. Fees do not include travel costs.
Promotion and Exhibition Opportunities
If you are interested in details of promotional opportunities, including exhibition stands and delegate pack inserts, please email Sales or call on 0131 272 2176.
Payment
You will be asked to complete a method of payment option whilst completing the registration form. Delegates must ensure that payment is received before the date of the conference or payment may be required on the day. Payments made by cheque should be made payable to Holyrood Communications Ltd.
Terms and Conditions:
The registration form constitutes a legally binding agreement. Cancellations confirmed in writing 7 days prior to the event will be refunded minus an administration charge of 15%. We regret that no refund can be made after that date, for whatever reason, although substitutions will be accepted if notified in writing before the event. Bookings made less than 7 days prior to an event are non-refundable.
Discount Rate Cancellations
Partial cancellations of discounted multiple bookings that revert to a single place will attract the full rate.
Data Protection
The personal information provided by you will be held on a database by Holyrood Events and may be shared with companies in the Holyrood Communications Ltd. Sometimes your details may be made available to external companies for marketing purposes. If you do not wish your details to be used for this purpose, please write to Holyrood Events, 21-23 Slater's Steps Holyrood Road, Edinburgh, EH8 8PB, SCOTLAND
A Holyrood magazine
one-day conference
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Supported by:
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