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Intended audience: This session is especially targeted to those responsible for introducing social marketing and behaviour change strategies into policy and program planning.The session also will be helpful to those responsible for commissioning related intervention programs and evaluations.

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Session content overview: Over the past 15 years, Nancy Lee and Philip Kotler have designed and refined a 10 Step Model for developing a Strategic Social Marketing Plan, and identified a principle for success at each step.This half day workshop will present, for each step: a detailed description, an illustrative case example from around the world, and a principle for success.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.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.

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.

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.

Jeff Jordan, President and Executive Creative Director at Rescue, a behavior change marketing company, will illustrate how to segment audiences using characteristics beyond demographics such as lifestyles, interests, and values.