Fostering Equity: Social Marketing’s Role and Responsibility
Training Academy: June 18-19, 2014
Main Conference: June 20-21, 2014
Sheraton Sand Key Resort in Clearwater Beach, Florida
Provided by
Handouts online only!
Bring your laptop or mobile device!
SCHOLARSHIPS (Closed; scholarships have been awarded)
It is the hope of the planning committee to offer at least two scholarships. One scholarship will be for a young
professional. Another will be provided to a participant working in an economically disadvantaged area.
“Young Professional” Scholarship (Congratulations to Niamh Gately, MSc)
The scholarship for the “young professional” will include conference registration and up to 4 nights of lodging.
“Young professional” is defined as an individual either 1) under 30 years of age, or 2) up to five years in the
field of social marketing. In order to be considered for this scholarship, the applicant must submit an abstract
for consideration of poster or oral presentation, and note on the email to the conference coordinator that
(s)he wishes to be considered for the young professional scholarship. Please also note age and years in the
field when applying for consideration of the scholarship.
“Fostering Equity” Scholarship (Congratulations to Tess Swigart and Irma Martam)
In the spirit of staying true to the theme of “Fostering Equity”, the planning committee wishes to offer a
scholarship to an individual coming from an area that is considered economically disadvantaged. The recipient
may be international or domestic. The support includes travel (airfare, ground transportation), lodging at the
hotel, meal support, and registration fees.
To apply for the “Fostering Equity” scholarship, the applicant must either 1) write an essay, OR 2) create a
video, explaining why you should attend the June 2014 Training Academy and Social Marketing conference.
(You will not be judged negatively for poor English skills.)
Send your essay or video to Bobbi Rose, the conference coordinator, by April 15, 2014. Her email address is
brose@health.usf.edu and her direct line is 813-974-6158.
CONFERENCE DESCRIPTION
THE SOCIAL MARKETING TRAINING ACADEMY: A CONCENTRATED PRODUCT FOR THIRSTY LEARNERS!
Gain social marketing expertise in concentrated time by joining us for the Social Marketing Training Academy
on June 18-19, 2014, at the Sheraton Sand Key Resort in Clearwater Beach, FL. The world famous Training
Academy uses an entertaining mixture of live case studies and interactive group exercises to help you
understand how to increase the impact of behavioral change projects by:
1.
2.
3.
4.
5.
Knowing the core elements of a successful social marketing initiative;
Selecting the behavior which will have the greatest impact on the problem;
Selecting and prioritizing the target audience;
Understanding the importance of formative research and how to analyze data; and
Developing a marketing mix based on insights.
The Training Academy 2014 is considerably different than previous Training Academies. Attendance at an
earlier Training Academy would not preclude 2014 attendance.
MAIN CONFERENCE
The Main Conference offers a blend of plenary presentations by internationally recognized social marketing
experts on topics of interest to learners at all levels. Concurrent sessions, both invited and selected from
responses to the ‘Call for Abstracts,’ supplement the agenda with case studies of social marketing applications
in a variety of settings and new developments in the field. These sessions are balanced between introductory
and more advanced audiences. The specific topics and speakers are selected to elaborate on key elements of
the social marketing approach and to illustrate opportunities to apply social marketing.
PRIORITY AUDIENCE
This conference is designed to meet the educational needs of Certified Health Education Specialists, and
anyone working in the field tasked with changing behavior.
Prerequisite knowledge of social marketing is not a requirement to attend. If you are new to the field, you are
encouraged to attend the Training Academy in addition to the Main Conference.
NETWORKING IS KEY
The conference is designed to offer numerous informal opportunities for networking with some of the
country’s best social marketers, so be ready to mingle!
SUPPORT & EXHIBIT OPPORTUNITIES
This conference requires the support of valued partners to succeed. Interested companies/organizations are
invited to e-mail brose@health.usf.edu to view a prospectus. Thank you for your support!
LEARNING OBJECTIVES
Upon completion of the Training Academy, participants should be able to:
By the end of the two days, all participants will:
•
•
•
•
•
•
Know the core elements of a successful social marketing initiative;
Select the behavior which will have the greatest impact on the problem;
Select and prioritize the target audience;
Understand the importance of formative research and how to analyze data; and
Develop a marketing mix based on insights.
List at least three new professional contacts.
Upon completion of the Main Conference, participants should be able to:
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Critically comment on the role of social marketing in fostering equity;
Discuss three examples of advanced application of social marketing practice;
Explain at least five programs in which social marketing was used as a tool for
development and discuss the strengths and weaknesses of those particular applications;
Suggest at least one new collaborative project or application; and
List at least five new professional contacts.
ACCREDITATION
CERTIFIED HEALTH EDUCATION SPECIALISTS (CHES):
USF Health has been designated as a Multiple Event Provider (#FL0027, exp. 12/31/16) of Category I continuing
education contact hours in health education by the National Commission for Health Education Credentialing,
Inc. This program has been reviewed and approved for up to 11.5, 60-minute contact hours for the Training
Academy and 10.5 for the main conference, CHES event number CH20145331180.
REGISTERED DIETICIANS: (credits were denied.)
USF Health, CO001, is a Continuing Professional Education (CPE) Accredited Provider with the
Commission on Dietetic Registration (CDR) from 2/22/13 to 2/21/16. Registered dietitians (RDs)
and dietetic technicians, registered (DTRs) will receive up to 22 Level 2 continuing professional
education units (CPEUs) for completion of this program/materials. Continuing Professional
Education Provider Accreditation does not constitute endorsement by CDR of a provider,
program or materials.
FLORIDA LICENSED CLINICAL SOCIAL WORKERS, LICENSED MARRIAGE AND FAMILY THERAPISTS, LICENSED MENTAL HEALTH
COUNSELORS:
USF Health is an approved provider (BAP#433 – Exp. 3/31/15) of continuing education credits for
clinical social work, marriage and family therapy, and mental health counseling. This program has been
reviewed and approved for up to 13.8, 50-minute contact hours for the two day Training Academy,
and 12.6 for the main conference.
(Am awaiting verification as to how SW credits are calculated, i.e., to the nearest 10th or quarter
credit.)
Certified in Public Health (CPH) - The College of Public Health at the University of South
Florida is an approved provider of Certified in Public Health Continuing Education Credit (CPHCE) by the
National Board of Public Health Examiners. This event offers 24 CPH credits; 12 credits for the Training
Academy, and 12 credits for the main conference.
SESSION COORDINATORS
The Planning Committee would like to thank the individuals that embraced coordinating theme-based sessions.
Those individuals are noted in the faculty or planning committee lists below.
INVITED SPEAKERS
(As of May 2014)
Kathryn Anderson, PhD, MPH
Assistant Research Professor
University of South Florida in Tampa, FL
Alaska Pacific University
Alan Andreasen, PhD
Professor of Marketing
Director of the Social Marketing Institute
McDonough School of Business
Georgetown University
Washington D.C
Lynda Bardfield
Chief Creative Officer
Creative Conscience
Adjunct Professor
Emerson College Graduate HealthCommunication Program
Boston, MA
Lisa Brown, PhD
Professor
School of Aging Studies
College of Behavioral & Community Sciences
Tampa, FL
Carol Bryant, PhD
Distinguished USF Health Professor
Co-Director, Florida Prevention Research Center
College of Public Health
University of South Florida
Tampa, Florida
Kelvin Choi, PhD, MPH
Stadtman Investigator
Acting Head of the Social and Behavioral Group
Division of Intramural Research, NIMHD/NIH
Bethesda, MD
Sonya A. Grier, PhD, MBA
Associate Professor of Marketing
Kogod School of Business
American University
Washington, DC
R. Craig Lefebvre, PhD
Chief maven, socialShift
Research Professor
College of Public Health
University of South Florida
Tampa, Florida
Francois Lagarde
Vice President of Communications
Fondation Lucie et Andre Chagnon
Montreal, Quebec, Canada
Nancy R. Lee, MBA
Session Coordinator
President
Social Marketing Services, Inc.
Mercer Island, WA
Robert J. McDermott, PhD
Prevention Research Center Fellow
Florida Prevention Research Center
Tampa, FL
Rowena Merritt, PhD
Track Coordinator
Director
Millbank Social Marketing Ltd
London, England, UK
Affiliate Professor
College of Public Health, University of South Florida
Tampa, FL
James Mihelcic, PhD
Professor
College of Engineering
University of South Florida
Tampa, FL
Rhonda J. Moore, PhD
Health Science Administrator
Office of Science, Center for Tobacco Products
Food and Drug Administration
U.S. Department of Health and Human Services
Rockville, MD
Jay Kassirer
Session Coordinator
President
Cullbridge Marketing and Communications
Ottawa, Ontario, Canada
Donna Petersen, ScD, MHS, CPH
Dean
College of Public Health
University of South Florida
Tampa, FL
Philip Kotler, PhD
S.C. Johnson & Son Distinguished Professor of
International Marketing
Kellogg Graduate School of Management
Northwestern University
Chicago, IL
Bill Smith, EdD, PhD (Hon)
Editor, Social Marketing Quarterly
President, Making Change4u
Washington, DC
PLANNING COMMITTEE
Kathryn Anderson, PhD, MPH
Assistant Research Professor
College of Public Health
University of South Florida
Tampa, FL
Brian Biroscak
Graduate Research Associate
Florida Prevention Research Center
University of South Florida
Tampa, Florida
Kelli McCormack Brown, PhD, CHES
Provost and Vice President
Academic Affairs
Georgia College and State University
Milledgeville, GA
Carol Bryant, PhD
Distinguished USF Health Professor
Director, Florida Prevention Research Center
College of Public Health
University of South Florida
Tampa, Florida
R. Craig Lefebvre, PhD
Chief maven, socialShift
Research Professor
College of Public Health
University of South Florida
Tampa, Florida
Jim Lindenberger
Director, The Social Marketing Group
College of Public Health
University of South Florida
Robert J. McDermott, PhD
Prevention Research Center Fellow
Florida Prevention Research Center
Tampa, FL
Heidi Keller
Principal
Keller Consulting
Olympia, Washington
Rowena Merritt, PhD
Director
Millbank Social Marketing Ltd
London, United Kingdom
Affiliate Professor
College of Public Health
University of South Florida
Tampa, FL
Mahmooda Pasha, MHS, CPH
Center Administrator & Doctoral Student
Florida Prevention Research Center
University of South Florida
Tampa, Florida
Anthony Panzera, MPH
Graduate Research Associate & Doctoral Student
Florida Prevention Research Center
University of South Florida
Tampa, Florida
Bobbi Rose, MA, MPH
Conference Coordinator
College of Public Health
University of South Florida
Tampa, Florida
Tampa, Florida
Bob Marshall, PhD
Affiliate Associate Professor
College of Public Health
University of South Florida
Tampa, FL
Tait Martin, PhD
Chief Research Officer & Partner
Taproot Creative
Tallahassee, FL
Mary P. Martinasek, MPH, PhD, RRT
Assistant Professor of Public Health
University of Tampa
Tampa, Florida
Bonnie P. Salazar, PhD, CHES
Behavioral Scientist
Salazar Consulting Group, Inc.
Tampa, Florida
Tali Schneider, MPH, CHES
Research Associate
Florida Prevention Research Center
University of South Florida
Tampa, FL
Jenny Scott
PhD Candidate
Simon Fraser University
Burnaby, BC, Canada
Rosemary Thackeray, PhD
Associate Professor
Department of Health Science
Brigham Young University
Provo, Utah