THE 17TH ANNUAL SOCIAL MARKETING IN PUBLIC HEALTH CONFERENCE

June 20-23, 2007

Social Marketing Training Academy * Wednesday, June 20, 2007

Overview of Marketing’s Distinctive Features Handout
 Carol Bryant

Case Study PDF Handout
 Kelli McCormack Brown

Thinking Like a Marketer: Selecting a Behavior Handout
 Carol Bryant

Segmenting and Selecting Target Markets Handout
 Carol Bryant

Identifying Factors that Influence Behavior Handout
 Kelli McCormack Brown

Identifying the Right Place and Promotional Mix Handout
 Kelli McCormack Brown

Thursday, June 21, 2007
Formative Research Handout 1 Handout 2
 Carol Bryant

Strategy Development PDF Handout
 Carol Bryant

Program Development, Pretesting & Concept Development PDF Handout 1 Handout 2
 Kelli McCormack Brown

Program Implementation Handout
 Kelli McCormack Brown

Evaluation Handout
 Robert McDermott

Community-based Prevention Marketing Handout
 Carol Bryant

MAIN CONFERENCE * Friday, June 22, 2007

Plenary I: The Devil Came Down to Tampa: An Exploration of Social Marketing PDF
 Gerard Hastings, PhD

A1: Marketing with the Connected Consumer: Mobile Technologies and Behavior Change PDF
 Craig Lefebvre

A2:
Creating a Nationwide Campaign to get New Zealand Moving PDF
 Deb Hurdle
The Role of the VERB Brand in Influencing Physical Activity Attitudes and Behaviors
 Simani M. Price, Lance Potter, & Lawrence Wang

A3:
Successful Condoms Social Marketing Around the World: A Qualitative Review
 Araceli Fernandez-Cerdeno and Peter Roach

HIV Prevention On The Ground: Lessons Learned by Four Local Health Jurisdictions in California PDF
 Susan Starbird

A4:
Minorities Breathing Easier – A Social Marketing Approach to Increasing Asthma Treatment PDF
 Julie Osgood & Wayne Clark

“Sometimes I have trouble breathing, but that just happens when you get old”: Exploring Why Older Adults Don’t Seek Asthma Diagnosis and Treatment  PDF
 Sandra Jones

A5:
Using Evaluation to Help Community-based Programs Become Social Marketing Programs
 Christine Hollis & Mary Altenberg  

A6:
Creating Multi-sectoral Partnerships for Behavioral Change: Experiences from Latin America Chilean PDF Mexican PDF
 PAHO: Branka Legetic, Viviane Manso Castello Branco, Sonia Olivares, Anabelle Bonvecchio, Brenda Perez, Isabel Zacarias

B1:
Social Marketing in New Contexts: Beyond Communications Campaigns PDF
 Heidi Keller & Bob Marshall

B2:
What’s new in Health Marketing at CDC?  PDF
 Fred Fridinger

B3:
Designing for Demand: Core Principles for Building Consumer Demand for Tobacco Cessation Products and Services Phillips PDF Coughlan PDF
 Todd Phillips 

B4:
The Triangle Model - An Integrated Method of Persuasion, Regulation and Enforcement to Change Public Behaviors PDF
 Carlos Oliveira Santos

Measuring Access and Performance MAP: A Tool for Measuring Social Marketing Product and Service Delivery Coverage, Quality of Coverage, Access and Equity of Access in Developing Countries PDF
 Kim Longfield

B5:
BALANCING CHOICES for Nutrition & Activity: Connecting Youth, Industry, Schools and Communities for Change 
 Allison Topper

Norm Up a Storm! Social Marketing using Normative Feedback and Student Input PDF
 Caitlin Knotts

B6:
Can a Consumer-based Psychographic Audience Segmentation Tool Prove Useful for Reinventing the 5-A-Day Campaign? A Quantitative Approach to Refining Social Marketing Strategies.  PDF
 Lindsay Della

B7:
Two Perspectives on Evaluation in Social Marketing: What Claims Can You Make with Small and Large Evaluations? PDF
 Marian Huhman

C1:  You Mean Marketing has Rules? Learning How to Translate Them for Social Advantage PDF
  Beverly Schwartz

C2: 
The Foundation of Social Branding and its Strategic Implementation to Cause Positive Behavioral Changes
 Jeff Jordan

C3:
CDCynergy PDF
 Kate Perkins & Kim Laramy

C4: 
The Use of Viral Marketing in NC to Increase Recycling Among 18-34 year olds
 Kelley Dennings

C6:
Strategic Social Marketing…Learning From Recent Work in England PDF
 Clive Blair-Stevens

C7:
Two Perspectives on Evaluation in Social Marketing: What Claims Can You Make with Small and Large Evaluations? PDF
 Marian Huhman

Saturday
June 23, 2007

Plenary II & III:
Hugging Trees and Healthy Hearts

Confessions of an Environmental Social Marketer: Lessons Learned, On-Line Tools and Case Studies
 Jay Kassirer

Social Movements or Behavior Change: Lessons from Environmental Social Marketing
 Bill Smith

A – CDCynergy  PDF
 Kate Perkins & Kim Laramy

B – Focus Groups
 Richard Krueger

C –  Try it at Home PDF
 Heidi Keller, Bob Marshall, & Craig Lefebvre

E – Best Laid Plans: Social Marketing in the Real World
 John Strand