In collaboration with the Tools of Change Educational Institute, Cullbridge
provides popular social marketing workshops and presentations that are based on
the Tools of Change materials.
Social marketing is recognized as one of the most effective
voluntary methods for promoting a wide range of desired behaviours, from
composting and bicycling to proper nutrition and safe sex. Community-based
social marketing offers a particularly pragmatic approach that stresses the
reduction of barriers to taking the desired actions, direct contact among
community members, the use of proven tools of change, and continuous program
Face-Face Workshops: Description
Our interactive workshops walk participants step-by-step
through selected stages of planning and implementing a social marketing program,
including use of specific social marketing tools, while supporting them in
planning out aspects of their own programs. At each step, participants briefly
review related theory and guidance, view best-practice examples, and then apply
the learning to their situations.
We can provide participants with both knowledge and
practice in three key areas: (1) Identification and reduction of barriers to
taking the desired actions, (2) Use of proven tools of change, and (3)
Continuous program improvement, from pilot testing to program evaluations (even
when funding is short term and funding priorities keep changing!)
We usually use a variety of
teaching / learning approaches including: lectures, interactive large group
discussions, small group discussions, role playing, and small group exercises
for applying what is being learned to the planning of participants’ own
Participants will receive a copy of the Tools of Change
workbook, co-authored by Jay Kassirer MBA and Doug McKenzie-Mohr
PhD - the
founder of community-based social marketing. They will also have access to
personal coaching immediately afterwards and at a distance, to help them apply
what they have learned and to reinforce and ensure proper use of the techniques.
In addition, they will become familiar with the ongoing support tools provided
by the Tools of Change website (www.toolsofchange.com), which uses the same
framework and terminology as the workshop.
Our talks and workshops complement and use the same
conceptual framework as the community-based social marketing books and workshops
by Doug McKenzie Mohr, as well as the concepts and terminology of traditional
social marketing. However, no prior social marketing knowledge or experience is
Why have a workshop?
There are many ways a workshop on social marketing can
benefit your community and/or organization. Our training sessions have helped
Better engage the public,
stakeholders and staff in social change efforts
Use proven tools and
approaches for making those efforts more effective, and for increasing their
impact and return on investment
Establish a common language
and understanding of social marketing approaches and their value, so that
community organizations / team members can better support one another
Gain consensus and buy-in for,
and develop aspects of a shared outreach strategy (when teams of
participants, such as staff and/or other stakeholders work on the same
project during the workshop)
Develop and strengthen support from management and
colleagues who attend
What Topics Are Covered?
to Social Marketing, including
Community-Based Social Marketing. You’ll learn
about the evolution of Social Marketing and Community-Based Social marketing,
when and why to focus more on behaviours than attitudes, and mass media vs.
face-to face approaches. You’ll
also get an overview of social marketing planning stages and tools of change.
Identification and prioritization of
barriers and motivators for taking action
Step-by-step instruction in the
planning. You’ll get clear, step-by-step
guidelines on how to: set measurable objectives, conduct background research,
develop partnerships, target your key audiences, choose the right tools of
change, finance your program, pilot test it, and measure and evaluate your
Step-by-step instructions on how to use
extensively researched and ‘field’ proven tools and approaches.
You’ll learn and practice how to: build motivation over time; get and use
feedback; incorporate financial incentives and disincentives; make best use of
communication vehicles; enhance norm appeal; obtain a commitment; overcome
specific barriers; use peer support groups; employ prompts; create vivid,
personalized, credible communication; draw on word-of-mouth; and set up
work-based and school-based programs.
methods. You’ll be introduced to different evaluation methods, how
evaluation can be carried out with limited resources, and how to incorporate the
results of the evaluation to make a better program.
You will see a variety of case studies, custom-selected for your audience’s
interest, that illustrate the very best in program design, implementation,
evaluation and impact.