Main Conference Day

Registration and refreshments

Opening remarks from the Chair

Promoting the social marketing agenda within your organisation

• Raising awareness of social marketing as a distinct discipline
• Selling in the concept of social marketing to secure buy-in: Justifying social marketing to colleagues
• Improving staff engagement through internal change communications and employment engagement programmes
• Developing social marketing champions at a  senior level within your organisation

Behaviour change in the Big Society, Citizen involvement, behavioural economics and the shaping of things to come

• Social marketing or behaviour change? The implications of labels
• New priorities or old politics? The imoact of the coalition
• Persuasion or empowerment? The foundation of sustainable change
• So enlightening, or 'so what'...? The role of behavioural economics
  

Question and answer session

Morning refreshments

Case study: Writing a business case for social marketing

• Understanding what you need to include to justify investment in your Trust
• Demonstrating and evidencing the power of social marketing to deliver improved health outcomes
• Outlining the socio-economic benefits of social marketing interventions
• Understanding the metrics for evaluation: ROI, cost benefit analysis
• Prioritising which projects to finance
• Illustrating how social marketing can support partnerships working
• Influencing senior managers to utilise social marketing tools across partnerships and throughout the organisation

Social marketing: How can we bring about social good?

• To what extent do we influence people before we impinge on personal choice?
• How can we best empower people to do the things they want to do whilst ensuring they are best decision for the individual?

Movember - changing the face of men’s health one moustache at a time

• How the campaign began and how it has 'gone global'
• The features of the campaign, how it has been introduced to the UK, growth in participants, use of networking and social media in promoting it
• Raising the profile of prostate cancer in an entirely new demographic and why this is important

Question and answer session

Lunch

Developing insight into your target market to build the foundations for your social marketing campaign

• Who is your target market? Using data and segmentation analyses to identify your target market
• Do you understand your target market? Using research techniques to understand your target market
• From information to insight-developing creative campaigns
  

Modern day social marketing: re-designing services, not redesigning leaflets

• The 3 levels of marketing practice in public sectors
• Marketing in public sectors often mistaken for PR or ‘awareness raising’
• The wisdom of Peter Drucker
• Modern day social marketing: from the 4Ps to the 3Rs: relationships (co-creation); re-engineering; re-design
• Social marketing is at its most powerful when considered as a discipline working in partnership with professions to help redesign services to appeal to the motives and instincts of the customer.
• Examples from practice

Question and answer session

Afternoon refreshments

Case study: Improving health inequalities via innovative engagement

• Working collaboratively to tackle health inequalities holistically

Roundtable discussion: Improving national resources and establishing a joined-up approach to social marketing: Understanding what’s working and what lessons can be transferred locally

• What services are available for social marketing professionals to look at?
• What data is available to tap in to?
• Comparing and contrasting methodologies with peers
• Do you have to seek ethical approval for research?

Question and answer session

Chair’s closing remarks and end of conference