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Social Marketing - Building a Toolkit to Motivate Environmental Action

Promoting conservation requires changing behavior. Unfortunately, most conservation programs are based on assumptions about human behavior—assumptions that often turn out to be incorrect. As a result, efforts to change behavior and promote conservation often fail. This webinar will provide an overview to the principles of social marketing, particularly as they are applied to environmental programs and highlight several case examples.  The webinar will describe specific techniques for effective behavior change, pitfalls to avoid and marketing programs that contribute toward collective practices for successful recycling campaigns.  Participants will take away from the webinar specific techniques that can be incorporated into program development or marketing interventions designed to promote behavior change.

Speaker Bios

Wesley Schultz is Professor of Psychology at California State University, San Marcos. Professor Schultz is an expert in the areas of behavior and attitude change, conservation psychology, and statistics. He is published extensively in these areas, with recent books on the Psychology of Sustainable Development (Kluwer, 2002) and Attitudes and Opinions (Erlbaum, 2005).  Over the past 10 years, he has published more than 50 articles in some of the leading scientific journals, and given hundreds of professional presentations around the world. He has conducted research and served as a technical expert for a range of private and public entities, including the Environmental Protection Agency, U.S. Department of Justice, National Institutes of Health, and U.S. Department of Energy.

Social Marketing: A Community-Based Approach (PDF) (25 pp, 282K, About PDF)

Karen Vickers is a Program Coordinator with the Georgia Department of Community Affairs (DCA) Office of Environmental Management (OEM) and has 15 years of experience overseeing state and local solid waste and recycling programs.  Ms. Vickers is currently assigned as a regional contact for the thirty-nine (39) counties in southwest Georgia and manages the statewide, “You Gotta be Kidding!” recycling campaign.

Lena Davie is the Vice President of Hill & Knowlton Inc. and has over 11 years of experience in developing and managing national consumer education and social marketing programs for the Tampa and Washington, D.C., offices of H&K.  Davie has implemented campaigns for non-profit, trade association, arts and culture, travel and tourism, consumer, corporate, military, environmental and healthcare clients.  For the last several years, Davie has supervised a national recycling awareness campaign, now part of Keep America Beautiful, that engages communities in grassroots social marketing efforts designed to increase recycling rates. Additionally, Davie serves as the Southeast public relations representative for Mazda North American Operations.

You Gotta Be Kidding! Statewide Recycling Campaign Marketing Strategy (PDF) (29 pp, 1.7MB, About PDF)

Kelley Dennings is a North Carolina State University graduate with a Bachelor of Science and Natural Resources.  After graduating, she worked as a Recycling Coordinator in Pasquotank and Wake Counties.  She is a certified NC environmental educator and project manager and currently works for NC DENR, Division of Pollution Prevention and Environmental Assistance as the Education and Outreach Project Manager. Kelley enjoys updating her water tower blog where she has lots of cool pictures.

North Carolina Recycling Campaigns and Use of Social Marketing/Social Media (PDF) (25 pp, 1.5MB, About PDF)

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