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, 2020Introductions and how social marketing can help to design better programs
Wednesday, September 23, 2020Identifying a behavioral focus
Wednesday, September 30, 2020Selecting a behavioral focus
Wednesday, October 7, 2020Audience segmentation
Wednesday, October 14, 2020Developing a persona
Wednesday, October 21, 2020Present persona – Part 1*
Wednesday, October 28, 2020Present 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, 2021Present journey maps*
Wednesday, January 13, 2021Defining goals and objectives and creating a positioning statement
Wednesday, January 20, 2021Sharing your research – Part 1*
Wednesday, January 27, 2021Sharing your research – Part 2*
Wednesday, February 3, 2021Tools of change
Wednesday, February 10, 2021Creative thinking techniques for transportation professionals – Part 1
Wednesday, February 17, 2021Creative thinking techniques for transportation professionals – Part 2*
Wednesday, February 24, 2021Social Marketing plan strategies 4Ps
Wednesday, March 3, 2021Concept Testing and Pretesting
Wednesday, March 10, 2021Team Presentations

*Presentations from breakout groups

NOTE: This is a draft schedule and is subject to change.