REGISTRATION LIST About the presenter For more than twenty years Dr. McKenzie-Mohr has been incorporating scientific knowledge of behavior change into the design and delivery of community programs. He has provided training internationally for more than 50,000 program planners. His book, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing is essential reading for those who deliver programs to promote sustainable behavior. link to full bio Recent workshop evaluation comments: "Easily the most valuable workshop I have ever attended." "Outstanding presentation style. Expertise is obvious." "Fantastic. Simply invaluable."

The cornerstone of sustainability is behavior change. Sustainability requires that we tackle diverse goals, such as increasing water and energy efficiency, protecting biodiversity and reducing waste. To hasten the transition to a sustainable future we must encourage the adoption of a wide selection of behaviors that support these goals. To date, most initiatives to foster sustainable behavior have relied primarily on large-scale information campaigns that use education and/or advertising to encourage the adoption of sustainable actions. While consumer education and advertising can be effective in creating awareness and changing attitudes, studies document that behavior change rarely occurs as a result of simply providing information. In contrast, community-based social marketing has been demonstrated to be an attractive alternative to information-intensive campaigns to foster sustainable behavior.

What is community-based social marketing?
Community-based social marketing merges knowledge from social and environmental psychology with knowledge from the field of social marketing. Social marketing has been used for several decades to promote behavior changes that improve public health and prevent injuries. Community-based social marketing is based on research that demonstrates that altering human behavior is often most effectively achieved through initiatives delivered at the community level that focus on removing barriers to an activity while at the same time enhancing the activity's benefits.

What will you learn in this workshop?

• A comprehensive, introductory understanding of community-based social marketing.
• The strengths and weaknesses of information-intensive marketing campaigns.
• A five-step process to effectively include community-based social marketing in your program design.
• How to select actions that will achieve the greatest impact.
• Barriers and motivations to behavior change.
• Tested tools for encouraging behavior change.
• How to design and implement a pilot program to test your social marketing approaches.

Benefits of attending:

Technologies and policies alone are not going to generate the level of savings required to meet aggressive new energy efficiency goals in the Midwest. To achieve significant energy savings, we need to encourage the adoption of behaviors that reduce energy use. As a result of attending this workshop, you will:

• Design and implement more effective energy programs.
• Achieve greater emissions reductions from household actions.
• Achieve greater energy savings to reach energy efficiency goals in the Midwest.
• Increase program participation.
• Integrate energy into community planning and balance other sustainability goals, such as increasing water efficiency and protecting water quality, reducing waste and altering transportation choices.

Who should attend?

This workshop is designed for energy program designers and implementers, utility program managers, communications and marketing professionals, community planners, municipal officials and administrators, regulators, educators and advocates, professionals in the fields of energy and sustainable communities, and anyone interested in community-based social marketing.
View the current registration list