Environmental Track at USF Social Marketing Conference, June, 2014
USF's Social Marketing Conference will have a full environmental track this year for the first
time, in addition to its traditionally strong program for health promoters. I've listed some of the
environmental sessions below, since they are not all obvious from the program. There are many
sessions on water and transportation programming, but you will also find sessions on energy,
environmental engineering and nature conservation. The conference takes place June 20th and
21st, preceded by a social marketing training academy on the 18th and 19th. The location is
Clearwater Beach, near Tampa Florida. This conference provides outstanding access to leading
social marketers and current best practices in an informal and beautiful setting. It keeps drawing
me back. I hope to see many of you there this year.
Cheers, Jay
Jay Kassirer, General Manager, Tools of Change
..............
For the first time, the conference will have a full environmental social marketing track, featuring
Nancy Lee, Jay Kassirer, John Bromley, Dave Ward, Phil Winters, Kelley Dennings and others.
This track will focus on the growing influence social marketing has on environmental issues and
equity. Each breakout session and some of the plenaries will be devoted to environmental
protection and related issues.
Here are some of the sessions:
A1. USF Center for Urban Transportation Research
 WalkWise: A Grassroots Pedestrian Safety Campaign (Julie Bond, Phil Winters, PhD)
 Social Marketing Approach to Motorcycle Safety (Chanyoung Lee)
Friday at 11:45 am. Training to Deliver: Using Social Marketing in Jordan (John Bromley)
This project, which focused on water and energy efficiency, trained up a number of individuals
in six of Jordan's key NGO organizations currently working in the Environment sector. These
people were then given an opportunity to develop their own social marketing projects with grants
provided by USAID.
A5. Innovative Self Supply Solutions: Social Marketing and Environmental Engineering
(Carol Bryant, PhD; James Mihelcic, PhD; Craig Lefebvre, PhD; Linda Whiteford, PhD;
Michael MacCarthy) Social marketing offers environmental engineers a powerful framework for
creating and disseminating more effective solutions to some of the world's most complex
environmental challenges. This session will explore how social marketing can be used by
environmental engineers to: assess existing and emerging low-cost environmental technologies;
assess market forces that influence household and market desirability and demand; and, create
new markets by identifying consumers' who need new and improved technological products,
local networks of relevant manufacturers, suppliers, distributors and retailers.
B1. Reaching Critical Mass within Local Communities
 A Model for Disseminating Social Marketing Training from the Field of Watershed
Protection (Nancy Lee, MBA)
 Two Models for Disseminating Social Marketing Training, from the Field of
Transportation (Jay Kassirer, MBA; Phil Winters, PhD.)
B4. "Show Me, Help Me, Make Me" and the Diffusion of Innovations: A Paired Model to
Better Describe Social Marketing Approaches to Lay Audiences (Dave Ward, Puget
Sound Partnership) (estuary protection)
Also of interest: B6. Academic & Practitioner Tips for Publishing on Social Marketing (Robert
McDermott, PhD; Craig Lefebvre, PhD; Lynne Doner Lotenberg, MA; Moderator: Ryan Hollm)
Friday at 4:45: Incubator (watershed nutrient loading programs)
C1. Research and Audience Segmentation Techniques
 Using Audience Segmentation and Social Marketing to Engage Traditionally
Underserved Woodland Owners in Conservation (Kelley Dennings)
 Shoestring Audience Research: Amassing a Cumulative Body of Knowledge about
Coastal Property Owners' Environmental Behavior, One Project at a Time (Heidi Keller,
MA; Cammy Mills)
C2. Social Marketing in Environmental Programs
 Safeguarding American Agricultural and Natural Resources: A National Traveler
Outreach Initiative (Sarah Evans, PhD)
 Be Floridian: Using Social Marketing (and a Plastic Pink Yard Flamingo) to Reduce
Fertilizer Use (Nanette O'Hara, BS)
 A Social Marketing Program for Energy Efficiency & Conservation for Small Businesses
(Ahmed Mustafa Al-Amra)
 A Social Marketing Program to Enhance Water Conservation in Jordan (Bayan
Mahmoud Athamneh)
C3. Social Marketing in Public Health
 Community Water Fluoridation: Using a Social Marketing Approach to Solve a Complex
Public Health Challenge (Amanda Marr, MS)
 A Stakeholder Process Evaluation of Social Marketing Walking Intervention Targeting
Children (Lisa Schuster, PhD)
Also of interest:
 Saturday at 10:30 Change Agents, New Technology, New Research (Nick Goodwin)
 Saturday at 11:15 The Future of Social Marketing (Alan Andreasen, PhD; Craig
Lefebvre, PhD; Bob Marshall, PhD)
More details and registration: http://health.usf.edu/publichealth/csm/scc.htm