Final session of #SPARKS18: Evaluating #socialmarketing campaigns, presented by Kristin Pace

#SPARKS18, Day 2: Sophia Lerdahl of @RescueAgency shared about the use of psychographic segmentation in #socialmarketing

Day two of #SPARKS18 kicked off with a workshop by @dougcbsm on sparking behavior change #socialmarketing #socmar

Community-Based Social Marketing : Doug McKenzie-Mohr

Super excited about the March 2019 rollout of @dougcbsm’s new website (http://www.cbsm.com that will have #socialmarketing academic articles, case studies, govt & NGO reports, discussion forums, colleague connections, strategy documents, and a “reverse job board” #SPARKS18

Candy Castellano presented “Creative Qualitative” and shared several effective research methods such as world cafes, future search, graphic facilitation, post-it theming, and everyone’s favorite “dotocracy” #SPARKS18

To get buy-in from a particular audience, Dave Ward referred to #socialmarketing as “process improvement” while using all its tools, to reduce the error rate from 70% to 5% on a stormwater related permitting form #SPARKS18

Nancy Hardwick: 4 effective qualitative research methods for #socialmarketing: online discussion boards, in-home interviews, friends triads, and focus groups #SPARKS18

Richard Kool: “How do we ‘move the train’ and address the bigger social issues?” #SPARKS18 #socialmarketing

Stef Frenzel did a great job advocating for use of theory in #socialmarketing, with an example of addressing lead poisoning by using a combination of focus groups & in-home interviews linked to Yzer’s integrated model #SPARKS18

Amy Blondin & Michelle Hese: ‘In the face of a daunting crisis, people need hope, need to feel a connection to an issue & know the role they can play’ =realization that informed effective Starts with One campaign in WA to address opioid addiction #SPARKS18 #socialmarketing

Erika Mascorro: using transcreation to multiculturally transform messaging to mothers about distracted driving w/ cell phones resulted in a 40% decrease in one year #SPARKS18 #socialmarketing

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#SPARKS18 Jennifer Rash & Serena Li shared about this campaign on readiness in WA state for Real ID, all about social equity & inclusion, based on quantitative audience research to determine needs (and avoid labels) #socialmarketing #socmar http://id2020wa.com/

Fantastic & inspirational #SPARKS18 presentation by Andres Rodriguez of @ColehourCohen on achieving culturally elastic campaigns #socialmarketing #socmar

Ross Freeman: a #socialmarketing approach reduced the solar implementation process time on Mercer Island from 18 months to 4 months! #SPARKS18

“Stormwater” terminology is problematic; we’re using terms from permits from 20 years ago; people intuitively understand “rainwater” & “rain gardens” better, and #socialmarketing focus group research tells us we need to frame language & messaging around values #SPARKS18

Heather Trim’s #SPARKS18 presentation, “Talking about stormwater means you don’t talk about stormwater;” great research-driven insights that terminology we’re using isn’t understood and doesn’t resonate with people

Social marketing strategies included building trusting relationships between farmers and government representatives & providing technical assistance; and yes there was a pilot! #SPARKS18

Aneka Sweeney of Whatcom Conservation District: graph shows the impact of a farm stewardship #socialmarketing campaign (green) vs traditional regulatory referrals (blue) #SPARKS18

Hilary Franz of @waDNR: WA state leading the way on wildfire prevention & resilience promotion, and planning to release an RFP to support “a massive #socialmarketing campaign” #SPARKS18

Excited to be in Seattle this week for SPARKS, @thePNSMA’s #socialmarketing conference! Amazing location at @museumofflight! #SPARKS18 #socmar #consmark