USF Social Marketing Conference - 2016
Written by Julie Hentz   

People came from near and far to this original and most long-standing of Social Marketing gatherings in the United States, hosted by the University of South Florida. They came from Nigeria and Australia, from Canada and Britain, among numerous other locations. They gathered as a family of practitioners who share a commitment to improving people’s lives and the earth’s welfare, using tried and true social marketing frameworks to shape successful and sustainable behavior change.

The standard prequel to the Conference is the Social Marketing Training Academy, which offers two-day instruction, participation, and exercise in the social marketing framework approach to behavior change.

Some of the topics presented on throughout the event itinerary were Journey Mapping, Value Propositions, Desired Behaviors, Segmenting, the Power of the Peer, and an analysis of the Place “P”.

Other highlights include:

  • Breakout topics included social marketing approaches to wildlife conservation, systems change, and health, e.g. tobacco cessation and women’s and children’s health.
  • Attendees were challenged to think about Social Marketing through a different lens, i.e. assessing the science of choice and considering moving from segmenting the population based on benefits to segmenting based on identified barriers.
  • Nancy Lee talked social marketing impact through policy solutions and other creative approaches like “Meet Your Match”, an online pet adoption meet-up.
  • Bill Smith challenged the audience to consider a social marketing approach to counteracting terrorism! It was a thought-provoking session that engaged the audience with discussion on this very current problem.
  • The 2016 Kotler Glass Award was presented to Phil Harvey, the founder of Population Services International (PSI) and their social marketing approaches to global health challenges.
  • A special recognition of the young professionals rising within the Social Marketing ranks was awarded Dr. Timo Dietrich, of Griffith University, Queensland, Australia!
  • A most welcome announcement was made at the conference about the newly established Social Marketing Association of North America, #SMANA, as well as their kick-off meeting!

For a virtual experience of the event activities, attendees’ thoughts and reactions, follow the Twitter feed from June 17th and 18th, #SMC2016.

The location of this conference on beautiful Sand Key, south of Clearwater Beach, FL adds an element of serenity to the regularly thought-provoking, learning experience. Don’t miss an opportunity to be part of the mix in person in 2018!

Last Updated on Friday, July 08, 2016 10:45 AM