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Finally, the presenters will present case studies of social marketing and behavior change campaigns that are effectively using these strategies to cause change at the local and national level.Methodology: The workshop will include presentations and case study examples to illustrate various strategies and approaches.Title: Developing a Social Marketing Plan to Succeed Intended audience: This session is targeted to those who want to learn more about the fundamental or core elements of social marketing and behaviour change strategies and how to implement them into program planning.The session will also be helpful to those currently responsible for creating intervention programs or those with a basic understanding of social marketing principles and concepts.Maria Rodriguez, President of Vanguard Communications, will give remarks on the evolving social marketing landscape.Welcoming remarks: Maria Rodriguez President, Vanguard Communications About Vanguard Communications Vanguard Communications is a Hispanic woman-owned public relations and social marketing firm whose work is powered by and for people — the individuals, families and communities whose voices are the fuel for change.But to take advantage of this technology, audiences must be segmented more than demographics alone and messages must be tailored to the lifestyles, interests and values of these segmented audiences.This pre-conference workshop will show you how to segment, target and reach your audience to take advantage of the latest digital technologies.

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During this session, participants can expect to learn how to: • Segment populations using lifestyles, interests and values; • Tailor messages to reach segmented audiences; • Use digital tools to deliver your messages to highly targeted audiences with minimal waste; • Measure behavioral intentions online, • Evaluate the reach and impact of your digital campaigns; • Understand the key digital strategies of successful social marketing campaigns today.

Intended audience: This session is designed for practitioners involved in the strategic planning and implementation of communication strategies for social marketing programs.

It will be especially helpful to those looking for more effective methods to segment and target their audience on digital media.

The workshop will equip participants to: • Understand social marketing as a proven application of behavioural science to influencing social behaviour • Introduce social marketing into the planning, conduct and evaluation of social change programmes • Build on proven applications of social marketing in addressing a range of social issues across the globe Places at the session are limited to 50.

Half Day pre-workshop 15th May 2017 1 – 5 pm Title: Segmenting, Targeting and Reaching Your Audience Digitally Session facilitators: Jeffrey Jordan, Rescue & Niels Kvaavik, Sprinklr Download the full workshop description and facilitator biographies here.

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