Building Support for Urban Forests
Using a Social Marketing Approach
Thursday, June 18, 8:30am – 4:30pm
Communicating the value of healthy urban forests, inspiring desired actions, and securing adequate support can be very challenging in today’s atmosphere of limited budgets and competing priorities.
This workshop is designed to empower urban forest managers and advocates with effective marketing tools that will influence target audience behaviors and inspire actions to protect the environment.
Participants will use a 10-step strategic planning model to:
- Select target audiences
- Prioritize desired behaviors
- Identify audience barriers, benefits and motivators
- Develop a strategic marketing mix that produces desired outcomes
Nancy Lee, president of Social Marketing Services Inc., an adjunct faculty at the UW Evans School of Public Affairs, and co-author of Social Marketing: Changing Behaviors for Good, will lead this full-day intensive workshop. Lee has been a consultant for more than 150 nonprofit and public sector agencies and has participated in the development of more than 200 social marketing campaign strategies.
What is Social Marketing?
Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable.