Getting on Marketing's Good Side

February 13, 2018
5:30 PM to 7:30 PM

How To Use Marketing Techniques to Drive Good Behavior

Marketing often gets a bad rap. But it's not all selling products and making money. The persuasive messaging that marketers use to promote the latest car model can also encourage positive behaviors—from recycling to voting to saving energy.

Social marketing—not to be confused with social media marketing—uses commercial marketing principles to influence human behavior for societal good. AMA Central Virginia is partnering with the Social Marketing Association of North America to show you how to use marketing to impact your audience's behavior.

Behavior change is not easy. If it were, we would all exercise regularly and eat healthy. Even when we know something is the right thing to do, we don’t always do it. We’re human: our actions are influenced by peer pressure, personal motivations and values, convenience, cost, and the list goes on. By understanding how our priority audience sees the behavior we are promoting, including the benefits it would bring and any barriers that may stand in the way, we can implement a campaign that is informed and effective. With research and pilot testing, a successful campaign “marketing mix” will include various messages, psychology-based communication tactics, and diverse channels and outreach strategies. Finally, continuously evaluating a social and behavior change campaign is important to make sure it is impactful.

About the Speaker

Kelley DenningsKelley Dennings (@kdennings), PMP, is the President of the Social Marketing Association of North America (SMANA).

Kelley started her social and behavior change career in the recycling industry and then worked on forest conservation issues. She has conducted social marketing, social media, public relations and traditional advertising projects throughout her 15-year career. She is currently working on her master’s degree in public health at the University of South Florida, where she became a certified social marketer. Kelley works with Action Research, a community-based social marketing agency. In her spare time she enjoys taking pictures of water towers.

Connect with Kelley on LinkedIn


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