Bespoke Research
June 22, 2016
Evaluation Foundation
June 21, 2016

Social Marketing for Pubic Health

The new Social Marketing for Public Health Course is designed to assist Road Safety professionals in understanding the role of evidence and data in developing and delivering social marketing campaigns and to articulate how social marketing fits as part of the wider array of behavioural change processes in public health.

Why should one attend the course

Being able to understand, design, implement and evaluate social marketing campaigns is now a must for any public health department or organisation. This training course aims to equip professionals with the appropriate skills for them to be able, by the end of the course to:


• Articulate how social marketing fits as part of the wider array of behavioural change processes in public health.
• Understand the role of evidence and data in developing and delivering social marketing campaigns
• Demonstrate the application of segmentation, targeting and positioning in campaign design.
• Differentiate between the most appropriate communications channels to reach a defined target audience
• Define SMART objectives for a campaign and explain how the data could be collected and analysed.

Frequently Asked Quesions

1What are the main topics of the course?
The course includes a comprehensive agenda designed to equip attendees with the knowledge and skills to design, implement and evaluate bespoke social marketing campaigns.
Topics include:
• Social Marketing Fundamentals
• Social Marketing & Behaviour Change
• Tipping Points, Nudges & Herds
• Planning a Social Marketing Campaign
• Public Health Exemplars
2How long does the course take?
The training course is three-day long.
3Is the course accredited?
Yes.
Affiliation with the Academy ensures that RSA’s courses meet a recognised standard and are accredited accordingly.
4Are there any prerequisites required?
No.
5Is there any assessment at the end of the course?
Yes.
To successfully gain the award the candidates must:
• Complete the three day training course
• Complete the final assessment
Attendees will be assessed on the creation of campaign concept which can explain the following:
• Data which supports the need for intervention
• Customer insight
• Research into existing interventions
• Defined objectives
• Channel selection
• Proposed evaluation methodology
The assessment can be achieved through a written case study (of not more than 2,000 words), through a video submission (max 15 mins) or a PowerPoint presentation and comprehensive supporting notes.

Social Marketing & Behaviour Change

The training course aims to equip attendees with skills and knowledge to allow them to understand and use behavioural models and behaviour change techniques within their own social marketing campaigns. A good understanding of the relation between behaviour change and any type of social marketing is a key element for one to be able to plan and implement an effective social marketing campaign.

Planning a Social Marketing Campaign

Every successful campaign needs a good planing. Social Marketing campaign even more need to have a very rigorous planing and there are elements that can't be missing from a good, successful plan. The course is designed in such way that it gets the attendees to practically go through all the stages of a planing process, starting with the identification of suitable frameworks, scoping, development and delivery phases and finishing with evaluation and feedback.

Evaluation and Feedback

Evaluation is a key element for any campaign or interventions since being the most important stage when one can see if the campaign/intervention reached its objectives. There are more types of evaluation such as process evaluation which don't only focus on comparing the results with the objectives and can also help improving the campaign. Feedback is essential for any social campaign or intervention since it helps a lot improving future interventions and shape them to fit better the needs of the campaign and the needs or expectations of audiences.

Best Practice

The whole course is interactive and uses a lot of examples from best practice, which allows attendees to connect with the discussed notions and to better understand the whole landscape of social marketing and how theoretical models apply to real life. Good and less good campaign are used to exemplify different issues that can appear during a social marketing campaign and how others did or din't found solutions for them. Interactivity and participation are key word for the whole training course.

Presentations skilfully delivered by knowledgeable presenters. Good use of best practice examples. Excellent balance of presentation/interaction on Day 2. Enjoyed the lively debate on Day 2 – very interesting to observe how differently we respond to and retain social marketing messages

Attendee feedback

RSGB Academy

This course is run in conjunction with the RSGB Academy, the professional development arm of Road Safety GB. Courses are either hosted on behalf of the Academy and are open to all members or can be booked privately for an organisation. Affiliation with the Academy ensures that RSA’s courses meet a recognised standard and are accredited accordingly.

Tutor

Dan Campsall

Director of Marketing & Communications

01295 731812


Assistant

George Ursachi

Research Analyst

01295 731821