environmental social marketing resources from tools of...
TRANSCRIPT
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Environmental Social Marketing Resources from
Tools of ChangeWorld Non-Profit and Social
Marketing Conference April, 2011
Agenda
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Agenda
• Theoretical Framework
• Topic Resource Pages
• Case Studies, Landmark designation
• Tools and Planning Guides
• Webinars, video recordings, transcripts
• Feedback / What would you like to see?
Theoretical
Framework
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Community-Based Social Marketing
• Term coined by Doug
McKenzie Mohr PhD
• Co-author of Tools of
Change workbook
Theoretical Framework
Community-Based Social Marketing
Theoretical Framework
• Emphasizes direct contact among
community members and the removal of
structural barriers
• Uses a set of proven, synergistic tools
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Topic Resources
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Tools of change homepage
4/21/2011 www.toolsofchange.com 9
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Topic Guides
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Topic Resources
Resource Types
• Consumer research
• Strategies and interventions
• Promotional materials
• Training and toolkits
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Case Studies
‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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Landmark Case Studies
Designation recognizes
programs and social
marketing approaches
considered to be among
the most successful in North America
Case Studies
Rated by a peer-selection
panel based on:
• Impact
• Innovation
• Replicability
• Adaptability
Landmark Case Studies
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Peer Selection Panel
Home / Building Energy
• Melissa Klein, US EPA's ENERGY STAR Program
• Arien Korteland, BC Hydro
• Clifford Maynes, Green Communities Canada
• Stephanie Thorson, Summerhill
• Edward Vine, Lawrence Berkeley National Laboratory
• Dan York, ACEEE
Landmark Case Studies
Peer Selection Panel
Transportation
• Chuck Wilsker, U.S. Telework Coalition
• Daniel Coldrey, Transport Canada
• Elizabeth Allingham, Federation of Canadian Municipalities
• Geoff Noxon, Noxon and Associates
• Jacky Kennedy, Green Communities Canada
• JoaAnn Woodhall, Translink
• Lorenzo Mele, Town of Markham
• Ryan Lanyon, Smart Commute
Landmark Case Studies
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Highlights Webinar
• Video recording
• Slides / handouts
• Transcripts
• Full case write-up
Landmark Case Studies
Tools of Change,
Planning Guide
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4/21/2011 www.toolsofchange.com
‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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‘Obtaining a commitment’ on
the website
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Planning Guide
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Webinars,
Recordings,
Transcripts
Dozens of Social Marketing Webinars each year:
Highlights Series
• Home / building energy cases
• Sustainable transportation cases
Instructional Series
• Social marketing instruction and review
Others• FCM, Transport Canada, Health Canada
Webinars
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Dozens of Social Marketing Webinars
Tools of Change webinars
www.webinars.cullbridge.com
Webinars
Feedback
What Would You Like To See?
Jay Kassirer
Tools of Change
Cullbridge Marketing & Communications
(613) 224-3800
www.toolsofchange.com | www.cullbridge.com