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Social Marketing and CBSM Training, Coaching and Review Services

With today’s budget realities, many organizations find themselves taking on more social marketing tasks in-house. We can help build your capacity to do these tasks and/or provide external review and validation of your approaches through the following services.

  • Project or Campaign Coaching: Jay Kassirer will serve as a coach and/or reviewer for you and your staff as your team work on a specific project or campaign. He’ll provide three to five hours of consultation and coaching per month for a period ranging from six to twenty-four months.

  • Marketing Review: We’ll assess and report on a range of strategic, tactical and organizational issues involved with your multi-year behaviour change program, based on your existing plans and materials and on interviews with your staff (and, if relevant, other key informants.)

  • Training: With our highly-rated interactive webinars you and your team can learn without anyone having to travel.

    • Regularly scheduled training webinars – We offer scheduled, inexpensive instructional and case study webinars at If you can't make a partular webinar of interest, you can view the video recording at your convenience.

    • Standard training webinar plus live, private Q&A and Discussion Session – At your convenience, watch a video of one of our regular instructional webinars, then Jay Kassirer will join you live by webinar and/or teleconference for a private session to answer your group’s questions and help you apply the concepts directly to your work. Very affordable.

    • Customized, private webinars – We’ll tailor an interactive instructional webinar to meet your specific needs and present it privately to your group at your convenience. The cost will depend on the amount of customization required.

    • Host a group – Do you want your managers and colleagues to better understand and support your social marketing / behavior change efforts? Invite them to participate with you. There is no extra charge for additional people sharing your connection during any of our webinars, or for viewing the video recordings with you up to three months afterwards.

    • Details on your instructor, Jay Kassirer.

Webinar descriptions and registration

Webinar FAQs

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 improvement.


There are many ways a workshop on social marketing can benefit your community and/or organization. Our training sessions have helped participants to:

  • 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



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To read webinar descriptions, and to book and pay for one of our webinars by credit card click here.

To book and pay by purchase order or check, click here

Interactive, Web-Based Training


Now you can learn and keep up-to-date on social marketing best practices, from the comfort and convenience of your office or home. 

Social marketing webinars from the comfort and convenience of your office or home. 

  • Less time consumed and less disruption to your schedule

  • Reduced stress

  • Lower costs

  • Easier approvals

  • Fewer greenhouse gas emissions

Our  social marketing webinars feature:

  • During: interactivity -  apply what you are learning to your own program; get advice from the webinar leader and your questions answered in real time; network with other participants without leaving your desk. Each webinar registration includes a web connection and a toll-free teleconference connection. There's no limit on how many participants can use the same connection.

  • After: recommended further resources on the topic, and six months of Q&A telephone advice on the topic from Cullbridge Marketing and Communications. In addition, certificates of active participation are available on request (for example, to be filed in your personnel file.)


Reduce Your Costs Further

We offer several ways for you to reduce your costs: 

  1. Invite colleagues to share your screen with you for the Webinar and share the cost. We charge by the connection, not the number of people at your end. (We do ask that you all focus on one topic / behaviour change to 'workshop' so that you don’t take more than your share of discussion time.)

  2. Students and NGOs can apply for free Webinars. We offer a limited number of free “seats” at each seminar. For details click here.

  3. Corporate pricing is available if you are purchasing ten or more workshop connections at a time (e.g. ten computers for one webinar, or five computers for two webinars) Contact our registrar or call 1-800262-0934 x3.


Tools of Change,
our social marketing toolkit

Webinar Reviews

To date, roughly 95% of participants have said they would either definitely (55%) or probably (40%) take another session this year and would recommend the sessions to their colleagues. 

  • I participated in a number of Tools of Change webinars with several of my campaign consultants, and enjoyed the format. The sessions reinforced the direction and tactics we've taken with our campaign so far and provided food for thought. It was great having my campaign consultants on the calls with me to help ensure that our team is in step on the latest thinking around community-based social marketing.

Wendy Reed ENERGY STAR Campaign Manager US Environmental Protection Agency

  • I participated in a webinar with 10 of my graduate students, who are enrolled in an Advanced Diploma program in Integrated Coastal and Ocean Management. The students had done some CBSM last term with another instructor, thus this proved to be a good review for them. They liked the format and the organization, and that they could discuss with their group and ask questions if they so wished. In our program the students quickly learn that we do not manage the environment we can only manage human behavior. The webinar will help students promote behavior changes and identify barriers to community participation that are not obvious at first glance. This is an important lesson as many work in international settings or in cultures that are unique.

Joy Blundon Instructor Marine Institute St. John's, NF

Recent comments from our confidential post-webinar evaluations include the following: 

  • "Better than a typical conference session - more interactive, more really interested folks."

  • "The Highlights Series is a great way to learn. Whether or not a specific webinar is on your topic of work, you can still generalize the information. Makes social marketing concepts come alive." 

  • "It gave me a chance to explore community change processes for a different set of behaviours than I usually get involved in."

  • Great introductory course.. good examples...   I would highly recommend it. "

  • "Very informative, with layered insight on several levels."

  • "Valuable information and an easy-to-follow format."

  • "Informative and fun can  ask questions easily and get answers as fast." 

  • " I appreciated the use of examples and participants own input to move the lessons along while building on the theory."

  • "I plan to urge all my co-workers to participate in these webinars."

  •  "You can learn at your own desk for a fraction of what you'd pay going to an out-of-town workshop or seminar. "

More Workshop Reviews

“Jay is one of the finest workshop leaders I have worked with during my many years of involvement with training and capacity-building.  He has a deep understanding of and passion for social marketing. He illustrates points using relevant, real world examples drawn from his rich experience and case study collection. In addition, he knows how to engage participants in a meaningful, fun and enlightening manner. His workshop opened our eyes and provided us with great tools to work with afterwards. I have since recommended it to many colleagues.” 

Peggy Warren
Public Works and Government Services Canada  


"The workshop was exceptional for us in a number of ways. It got team members from different parts of the country, people who hadn’t met face-to-face before, talking about common issues using the same 'language', exchanging best practices, and working together more effectively afterwards. Those with a marketing background learned to apply their expertise in new ways, while those who were novices got a strong introduction. Although we received a lot of information, the course actually felt light at the same time. The bottom line? While we obviously can't attribute it to the workshop alone, our team's performance continued to increase rapidly afterwards." 

Louis Dumulon
Health Canada


“Takes the concept of environmental citizenship and brings it down to earth.  One of the most practical, action-oriented workshops available on the topic.”  

Pat Dolan
Environment Canada

Workbook and Website

Tools of Change Workbook

Our workshops are based on the Tools of Change workbook and website

Workbook: Covers environmental topics. View or order it on-line from Renouf Publishing.   After entering the bookstore, use the Search button at the top to search for the title 'Tools of Change'.

Website: Covers environmental, health and safety topics. 

Website Reviews

“The Tools of Change website is an invaluable resource for those planning a community-based social marketing project. The site provides an online guide to assist with the development of projects.  This guide can be tailored so that the provided examples are highly relevant to the program being designed.  Finally, the site provides in-depth case studies that demonstrate the utility of community-based social marketing tools. Highly recommended.”

Doug McKenzie-Mohr, Ph.D.
McKenzie-Mohr Associates


"A unique, practical resource...(an) important addition to Canada's inventory of innovative and well-researched tools for achieving sustainable development goals"

Elizabeth Crocker, Chair of the Education Committee
Canada's National Round Table on The Environment and the Economy


"I surveyed my students and they loved using Tools of Change. Planning their own outreach programs made the course more than just an academic exercise. In particular, I found the planning guide extremely effective … I know I wouldn't have gotten such good program proposals without Tools of Change. In my use of it over time, I expect there to be a small army of environmental science students better equipped to deal with human behavior."

Rick Chenoweth, who uses the website in his graduate course on human behavior and environmental planning at the University of Wisconsin

Best Practices

Why re-invent the wheel? One of the best ways of giving your program a head start, is to build on past success.  Cullbridge is routinely carrying out this sort of research so we can easily integrate our findings into your workshop or talk.  We have on-file recent best practice reviews covering the following outreach topics:

  • Active transportation

  • Home  energy conservation

  • Pesticide reduction

  • Program evaluation

  • Road safety

  • Sustainable transportation

  • water conservation / efficiency

  • Well stewardship

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