Audio for "Influencing Behaviors Using Social Marketing," Jun 28, 2006 (Part 2 of 2)

Thanks largely to effective discharge regulations over the past 30 years, the quality of our water resources has improved dramatically. However, many human activities still have negative impacts on the quality of our waterways. Watershed practitioners increasingly rely on nontraditional approaches to encourage people to alter their everyday behaviors and help improve and protect our waters. These approaches include social marketing techniques, which apply traditional commercial marketing approaches to address social issues. Webcast instructors will provide an overview of social marketing principles and then proceed through the steps needed to make audiences aware of an issue, recognize audiences underlying motivations, and solicit behavior change. The presentation will also highlight the key social marketing principles used in the Chesapeake Club campaign developed to change behaviors in the Chesapeake Bay Watershed. To view the slides associated with this audio, please visit http://www.clu-in.org/conf/tio/owinbema_062806/