About the Presenters

Doug McKenzie-Mohr (Canada) and Jennifer Tabanico.

About the Webinar

This 90-minute webinar features two parts.  Doug first provides an overview of community-based social marketing.  Community-based social marketing involves five steps (selecting behaviours, identifying barriers and benefits, developing strategies, conducting pilots, and broad scale implementation). Following this introduction, particular focus will be given to the challenging task of selecting which behaviours to focus on.  More specifically, webinar participants will learn how to assess the impact, penetration and probability of the behaviours they are considering and how this information can be utilized to select the most appropriate behaviour(s) to target.

In the second part of this webinar, Jennifer presents the process and results of a community-based social marketing pilot aimed at reducing energy use by increasing the rate of computer and monitor shutdown among municipal employees in three U.S. municipalities.  Research activities included observations as well as focus groups and survey research to identify barriers and benefits. The barrier and benefit research informed a strategy that removed barriers and highlighted benefits as well as incorporated personal contact, a written commitment, and a prompt. Pilot testing showed that the resulting “Taking Off: Turn Us Off” program effectively increased the rate of computer and monitor energy use.

Date(s) of Webinar

This webinar was presented Oct. 29, 2013