SPARKS Program

Day Two Agenda

9:30 - 10:00 AM Registration and Refreshments

10:00 - 10:15 AM Welcome and Introduction

10:15 - 12:30 PM Sparking Behavior Change | Doug McKenzie-Mohr

                  • To develop effective behavioral change strategies, it is critical to first assess whether your task is principally to motivate your audience to act, reduce their barriers to acting, or a combination of the two.   In this interactive session, behavior change tools will be introduced that can be used to motivate action and/or reduce barriers.  Further, guidelines will be provided on when and how to use these tools and opportunities provided to discuss how they might be used in different scenarios.

12:30 - 1:15 PM Lunch

1:15 - 1:45 PM Psychographic Segmentation | Sophia Lerdahl

                  • Addressing when to deploy psychographic segmentation for certain audiences and utilizing specific campaign examples in order to display the results of campaigns with this focus. Through delving into an interactive discussion that will cover the ways that audiences can be clustered in order to tackle peer norms that are the driving force for unhealthy behavior, ultimately prioritizing interventions that are tailored to that segment to have the greatest impact possible. 

1:45 - 3:45 PM Evaluating Social Marketing Campaigns | Kristin Pace

                  • Campaign evaluation can feel like a daunting task and is often forgotten or added as an afterthought. This session will explore different ways to approach social marketing campaign evaluation with a focus on how to complete evaluation with limited resources. We will investigate the strengths and limitations, best practices, and when to use qualitative and quantitative evaluation methods. 

3:45 - 4:00 PM Closing Discussion

** Note: this agenda is subject to slight changes as preparation for the conference continues. The categories themselves will remain the same; however, the exact scheduling of each presentation as well as the presentation titles may change depending on the ways that the planning develops.

Register for SPARKS here!

SPARKS is made possible by our sponsors

Gold Sponsors


Silver Sponsors

DH, a public relations, advertising and branding agency that builds multi-disciplinary programs that communicate complex ideas in simple, compelling ways, Hardwick Research, a full service market research consulting firm that works to unpack customers' pain points and align your vision with their needs & Rescue Agency, a behavior change marketing company focused on tackling public health issues in both youth and adult populations, stimulating behavior change through knowledge, policy, and culture. 

Pacific Northwest Social Marketing Association (PNSMA) is a 501(C)6 non-profit organization. 
1011 Western Avenue, Suite 702, Seattle, WA 98104

Powered by Wild Apricot Membership Software