Social Marketing - How Community Behavioural Change Can Improve Services

North West Employers has been working with ICE who has pioneered the delivery of social and organisational change as a combined programme, enabling organisations to influence behaviour in the community whilst simultaneously creating more efficient and cost effective services.

This workshop is aimed at managers and officers working in environmental services/environmental health/neighbourhood working teams, waste management, recycling, cleansing, parks or estates management of Housing Services.

These are practical, hands-on workshops broken down into three parts over half a day:

Part One: How to analyse what is happening now - includes the elements of data gathered to ensure changes are based on knowledge and the impact of changes can be measured.  The session will cover how you would go about understanding:

• Demand (analysis by type, volume, geographic area)
• Customer base and how they feel about their environment, and the service they receive
• Responses to demand
• Measures of performance in customer terms
• Why does the work happen the way it does (exploring behaviours that are driven in the organisation and community)
• Audience Segmentation (theoretical & practical group work)
• Exchange Theory
• Overcoming Competition
• What works for people now
• Behavioural analysis incentives and barriers
• Progression across the stages of change

Part Two: How to design a different world - includes sharing an understanding of how you would experiment with service delivery or offer, social marketing, communications, community engagement, strategic interventions etc. to improve services:

• Principles of setting up experiments to prove concepts, including working across departments and teams to deliver services in geographic areas
• How to set up an experiment (manage, measure, review and learn)
• Geographic versus service roll out
• What intervention model to use

Part Three: Has it worked? - If you are going to change anything it's important to measure the impact the changes have on the things that matter to customers.

• Tracking benefits and outcomes
• Starting a cycle to continuously improve

This workshop can be delivered in-house and tailored to specific service areas. For more information email patw@nwemployers.org.uk

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