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Marketing Public Programs

December 10 - 11, 2008
8:00 AM - 4:00 PM		Washington, DC$895
February 10 - 11, 2009
8:00 AM - 4:00 PM		Washington, DC$895
April 22 - 23, 2009
8:00 AM - 4:00 PM		Washington, DC$895
June 17 - 18, 2009
8:00 AM - 4:00 PM		Washington, DC$895

Overview:
Communicate your public program like the pros and create a measurable difference in our society. Social marketing is the application of commercial marketing techniques to address social problems and influence the public's behavior. This course offers participants the opportunity to understand, learn and practice social marketing skills and concepts in support of their agencies' missions. Learn a comprehensive framework for planning and executing effective social marketing campaigns and the key marketing concepts (Target, Reach, Action, Close and Keep) you can use to promote behavioral change in areas such as the environment, public health, homeland security, access for all, compliance, and other complex and critical social issues.
Who Should Attend?
All federal, state and local agency outreach and communications specialists, public affairs officers, program and marketing managers, and anyone involved with communicating and implementing their agencies' missions. This course is also appropriate for non-profit organizations and association employees.
Objectives:
  • Set agency and social marketing campaign objectives
  • Research and select target audiences
  • Implement strategies based on successful historical campaigns
  • Develop effective messaging and distribution strategies
  • Measure and evaluate campaign effectiveness
    		•
    Syllabus:
    Syllabus, Graduate School, USDA Day 1
    • Course Welcome and Introductions
    • Introduction to Social Marketing
      • Defining Social Marketing
      • Commercial Marketing vs. Social Marketing
    • A Framework for Social Marketing
      • Elements of T.R.A.C.K.
    • Applying T.R.A.C.K. to Federal Agencies
      • Target
    • Overall Objectives
    • Social marketing Objectives
    • Research and Analysis
    • Defining the Audience
    • Using Partners
      • Reach
    • Key Messaging
    • Media Channels
    Day 2
    • Applying T.R.A.C.K. to Federal Agencies (continued)
      • Action
    • Audience Response
    • Agency Preparedness
      • Close
    • Tracking and Measurement
      • Keep
    • Post Campaign Goals
    • Procurement
    • Budget
    • GSA Advertising and Integrated Marketing (AIMS) Schedule
    • Course Summary and Closing


    Course Details
    CODE:  COMM9002D
    TYPE:  Classroom-Day
    LENGTH:  2 Day(s)
    CREDIT:  1.2 CEU
    > Who Should Attend?
    > Objectives
    > Course Syllabus
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