Sunday, April 15, 2007 |
1:30 – 2:00 |
It’s All About the Customer…. What do we mean by customer focused and how can a customer focus help us be more effective in implementing social marketing programs?
Speaker:
Gregory R. Niblett
ISM 2007 Conference Chair &
Senior Vice President & Director
AED Social Change Group
- Overview of the purpose of ISM
- A positioning presentation to frame the conference theme and content answering the above question.
- Q&A
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2:00 – 3:00 |
It’s All About the Customer …
Commercial Perspectives on Customer-Centric Marketing and Managing the Customer Relationship.
Moderator:
Nancy Lee, M.B.A.
Co-Author of “Marketing in the Public Sector: A Roadmap for Improved Performance”
Speakers:
Robert Spector
Author of "The Nordstrom Way: The Inside Story of America's #1 Customer Service Company"
Becky Ryan
Director of Marketing
Bel Brands, USA
(Marketers of La vache qui rit and Laughing Cow Cheese; promoted as a recommended protein snack for the South Beach Diet)
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3:00 – 3:30 |
Full Group Discussion |
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3:30 – 3:45 |
Break |
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3:45 – 4:45 |
Transferring Commercial Perspectives on Customer Focus to Social Marketing Small Group Breakout Sessions – Participants discuss how the commercial marketing perspectives relate to the social marketing field.
- What do I like and what can I apply?
- What is not easy to apply?
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4:45 – 5:15 |
Full Group Discussion - Re-convene
Moderator:
Beverly Schwartz, M.S.
Vice President and Senior Marketing Counsel, ASHOKA: Innovators for the Public
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5:15 – 6:15 |
Break/Free Time |
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6:15 – 7:00 |
Reception with Cash Bar |
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7:00 – 9:00 |
Dinner
Perspectives on Marketing to "Consumers That Give a Damn."
Speaker:
Max Schorr
Publisher/Founding Editor – “Good” Magazine
Good Magazine is for people that give a damn. It’s an entertaining magazine about things that matter
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Monday, April 16, 2007 |
7:30 – 9:00 |
Breakfast |
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7:30 – 8:45 |
Academic Roundtable
Positioning Social Marketing in the Academic Environment
What skills and frameworks do social marketers need to be successful?
Moderators:
Alan Andreasen, Ph.D.
Professor of Marketing
McDonough School of Business of Georgetown University
Kelli McCormack-Brown, Ph.D., CHES
Associate Dean for Academic Affairs & Professor
University of Florida
College of Health & Human Performance
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9:00 – 9:15 |
Welcome/Housekeeping Notes |
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9:15 – 10:00 |
How Design Thinking and Innovation Can Influence Customer-Oriented Behavior Change Strategies.
Speaker:
Chris Waugh
Practice Lead
Consumer Experience Design
IDEO
Holly Kretschmar
Practice Lead
Consumer Experience Design
IDEO
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10:00 – 10:15 |
Q & A |
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10:15 – 10:45 |
Empathy Exercise to Understand Customers' Emotional Drivers.
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10:45 – 11:00 |
Selected Presentations |
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11:00 – 11:15 |
Break |
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11:15 – 12:00 |
The New Technology: The Consumer as Participant Rather Than Target Audience.
Speaker:
Craig Lefebvre, Ph.D.
Lefebvre Consulting Group
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12:00 – 12:15 |
Open Mike - Q & A |
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12:15 – 1:15 |
Lunch |
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1:15 – 2:15 |
Marketing-Driven, Customer-Oriented Government Programs and Barriers They Overcame.
Moderator:
Carol A. Bryant, Ph.D.
Editor, Social Marketing Quarterly; Professor, Department of Communications and Family Health, University of South Florida
Panelists:
Betsy Humphreys, M.L.S.
Deputy Director, National Library of Medicine How the Library of Medicine re-invented itself to 1) be more relevant and responsive to the public and its various consumers who are seeking health information, and 2) be a more effective agent in promoting health literacy.
Jill Abelson
Communications Director, Energy Star Program, Environmental Protection Agency (EPA) How a regulatory agency designed a social marketing program based on marketing and consumer driven strategies and influenced how EPA as an organization thinks about consumer-based, energy conservation programming.
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2:15 – 2:30 |
Open Mike - Q & A |
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2:30 – 5:30 |
Break |
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5:30 – 6:30 |
Reception with Cash Bar |
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6:30 – 7:30 |
Group Discussion on “Moving the Social Marketing Field Forward.”
Speakers:
Gregory R. Niblett
ISM 2007 Conference Chair &
Senior Vice President & Director
AED Social Change Group
Michael Rothschild, Ph.D.
Emeritus Professor, University of Wisconsin
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7:30 |
Dinner
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Tuesday, April 17, 2007 |
| 7:30-9:00 |
Breakfast |
9:00 – 10:00 |
Synthesis Panel
Moderator:
François Lagarde, M.A.
Social Marketing Consultant and
Associate Professor
Faculty of Medicine,
University of Montreal
Panelists:
Mark Albion, Ph.D.
Social entrepreneur, founder of Net Impact, former Professor of Marketing at Harvard Business School, and author of “Making a Life, Making a Living”
Lynne Doner Lotenberg, M.A.
Independent Consultant
Social Marketing, Research, Evaluation
Co-Author of “Marketing Public Health:
Strategies to Promote Social Change”
Gerard Hastings, Ph.D.
Professor Gerard Hastings
Director of the Institute for Social Marketing and
Centre for Tobacco Control Research
University of Stirling, U.K.
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10:00 – 10:45 |
Plenary Synthesis Discussion |
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10:45 – 11:00 |
Break |
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11:00 – 11:30 |
Perspectives on Building the Social Marketing Practice in the U.K. How the United Kingdom became the first country to undertake a national review of social marketing, develop a national strategy and launch a national social marketing centre. This work is now influencing many other UK government departments who are beginning a process of adopting a social marketing approach to assist them with their behavioral change agendas.
Moderator:
Alan Andreasen, Ph.D.
Professor of Marketing
McDonough School of Business, Georgetown University
Speakers:
Jeff French, Ph.D.
Director
National Social Marketing Centre
Fiona Adshead, Ph.D.
Director General for Health Improvement
Deputy Chief Medical Officer
Department of Health
United Kingdom
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11:30 – 12:00 |
Q&A Plenary |
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12:00 |
Adjourn |