Schedule (updated 7/16/20)
(Webinar session time: 12:00pm – 1:00pm ET)
Registration is closed. Please note that space is limited and Florida residents and current Commuter Choice Certificate course participants receive priority.
Due to COVID-19, we have restructured the Social Marketing in Transportation Certificate course delivery to be entirely taught as virtual training. Most of the following sessions are one-hour instructor-led, highly interactive virtual training. The sessions will be recorded for viewing by course participants who are unable to attend a particular session or wish to review the content.
Based on feedback from prior Social Marketing in Transportation Certificate classes, we also have increased the opportunities for the course participants to share their work with other participants in different breakout groups. Other pre-recorded sessions may be used to supplement the class instruction.
The “homework” assignments are designed to reinforce the material and will be helpful to you in creating an effective social marketing plan for your organization. As such, we highly recommend enrolling with colleagues from your organization or community to work on the plan together. This does not preclude individuals from signing up.
Wednesday, September 16, 2020 | Introductions and how social marketing can help to design better programs |
Wednesday, September 23, 2020 | Identifying a behavioral focus |
Wednesday, September 30, 2020 | Selecting a behavioral focus |
Wednesday, October 7, 2020 | Audience segmentation |
Wednesday, October 14, 2020 | Developing a persona |
Wednesday, October 21, 2020 | Present persona – Part 1* |
Wednesday, October 28, 2020 | Present persona – Part 2* |
Wednesday, November 4, 2020 | Understanding behavior : Theory of change |
Thursday, November 12, 2020 | Social Marketing concept : Formative Research |
Wednesday, November 18, 2020 | Formative research : Focus group & individual interviews |
THANKSGIVING BREAK | |
Wednesday, December 2, 2020 | Formative research : Journey mapping |
HOLIDAY BREAK | |
Wednesday, January 6, 2021 | Present journey maps* |
Wednesday, January 13, 2021 | Defining goals and objectives and creating a positioning statement |
Wednesday, January 20, 2021 | Sharing your research – Part 1* |
Wednesday, January 27, 2021 | Sharing your research – Part 2* |
Wednesday, February 3, 2021 | Tools of change |
Wednesday, February 10, 2021 | Creative thinking techniques for transportation professionals – Part 1 |
Wednesday, February 17, 2021 | Creative thinking techniques for transportation professionals – Part 2* |
Wednesday, February 24, 2021 | Social Marketing plan strategies 4Ps |
Wednesday, March 3, 2021 | Concept Testing and Pretesting |
Wednesday, March 10, 2021 | Team Presentations |
*Presentations from breakout groups
NOTE: This is a draft schedule and is subject to change.