Nsmc Training Guide

generating solutions to behaviourial challenges

London Training Programme 2008-2009

Autumn Edition

Introduction NHS London has funded the establishment of the London Social Marketing Unit through the National Social Marketing Centre. The Unit has been established to work for Primary Care Trusts (PCTs) in improving public health through: • basing actions on insights into people’s lives • leveraging the scale of the region • greater collaborative development and collective action The Unit is currently delivering against four key strands of work: research and development, marketing services, partnership development and capacity development. The aim of this last programme is to improve the capacity of PCTs in London to effectively commission and manage social marketing projects and programmes but also to embed those principles in their overall philosophy and approach. This brochure outlines the initial offering which will be available in the coming months. This training programme will offer participants the opportunity to learn more about the key social marketing principles, the technical skills needed to apply them and issue-specific knowledge (audience understanding, successful intervention and services) drawn from a variety of sources. Other workshops will focus on healthy weight, smoking cessation and immunisation and will be communicated separately. We will be using a variety of formats for the sessions as the subject matter requires from full-day courses to ½ days and also we intend to trial short ‘on-line’ seminars. Across the five technical skills courses we have allocated 15 places to each PCT to use at your discretion. You may want to consider identifying a small number of staff to participate across a number of sessions, thereby becoming ‘champions’ within each PCT, or use the sessions to help develop your LSPs by involving colleagues from local government. The ‘knowledge transfer’ workshops will be targeted for specific subject or audience leads and will not fall within the capacity identified above. This brochure details the current technical skills sessions available through to March 2009. More are under development and we will inform you about these in due course. In particular, a further course is being developed looking at turning insight into action. This will concentrate on how PCTs can use consumer insight to inform strategy and select appropriate interventions. Dates for these workshops are included and you are invited to register for these now. Further details on the objectives and outcomes of these workshops will be available to PCTs in December. To book a place on one of these courses please e-mail an electronic copy of the enrolment form to [email protected]. Please ensure that you have obtained authorisation from your line manager and that they are copied into the booking e-mail. Courses are free to authorised PCT staff. 2 | Training programme

London Centre Training Programme with Course Dates

Introduction to Social Marketing

Nov

Dec

Jan

19th

4th

14th

What Makes a Good Social Marketing Project? Commissioning Effective Social Marketing Getting Started: Generating Usable Customer Insight and Scoping a Social Marketing Project

19th 11th

Feb

Mar

12th

3rd

22nd

10th

9th

11th

Insight into Action

26th

Evaluating Social Marketing Projects

Available Q2 2009

How to follow-up Social Marketing initatives

Available Q2 2009

24th

Course dates may be subject to change depending on demand

Enrolment Form A downloadable version of this form can be found on our website: www.lho.org.uk/lsmu.aspx Name:............................................................................................................................................ Job Title:....................................................................................................................................... Course: ........................................................................................................................................ Date: . ........................................................................................................................................... Reason for attending this course:............................................................................................... ...................................................................................................................................................... ...................................................................................................................................................... ...................................................................................................................................................... Approved by :............................................................................................................................... (Line Manager)

Training programme | 3

Introduction to Social Marketing

What Makes A Good Social Marketing Project?

2008 19th Nov, 4th Dec. 2009 14th Jan

2009 19th Jan, 12th Feb, 3rd Mar

Target Audience: Anyone who has an interest in or desire to learn social marketing skills

Target Audience: Individuals who have an interest in applying social marketing skills

Duration: One day

Duration: One day

Location: Central London

Location: Central London

Class size: A maximum of 30 people

Class size: A maximum of 30 people

Level: Introductory

Level: Introductory

Pre-requisites: None

Pre-requisites: None

Course Details

Course Details

Objectives: At the end of this session you will be able to: • Define social marketing • Understand the similarities and differences between social marketing and other types of active interventions • Introduce the key components of social marketing including the eight National Benchmark Criteria • Understand the process for planning a social marketing intervention Content: • Definition and core concepts of social marketing including the eight National Benchmark Criteria • Total process planning • Case study examples • Practical activities to put knowledge into practice • Where to find contacts and other useful information

Objectives: At the end of this session you will be able to: • List the National Benchmark Criteria • Explain the purpose of the National Benchmark Criteria • Describe how the National Benchmark Criteria can be used • Illustrate each of the National Benchmark Criteria using the Road Crew example • Apply the National Benchmark Criteria to your own context

Outcomes: • Attendees will understand what social marketing is and isn’t • Consider how to use social marketing as an effective tool in achieving public health targets • Understand what needs to happen in a successful social marketing intervention

4 | Training programme

Content: • Understanding what the National Benchmark Criteria are and are not • Defining customer orientation, the ‘customer in the round’ • Using the National Benchmark Criteria in stages • Appreciating the holistic nature of the National Benchmark Criteria Outcomes: • Attendees will understand how the National Benchmark Criteria can be applied • They will recognise the importance of each one of the National Benchmark Criteria • They will be able to assess whether interventions meet the National Benchmark Criteria and where to focus attention • Understand how the National Benchmark Criteria contribute to making a good social marketing project

Training programme | 5

Commissioning Effective Social Marketing

Getting Started: Generating usable customer

2008 11th Nov. 2009 22nd Jan

insight and scoping a social marketing project

Target Audience: People procuring social marketing services Duration: One day Location: Central London Class size: A maximum of 30 people Level: Secondary Pre-requisites: Introduction to social marketing Course Details Objectives: At the end of this session you will be able to: • Understand the role of social marketing as a behavioural intervention • Recognise the complex nature of commissioning social marketing • Learn the planning process required for effective social marketing • Know the timeframes and organisational resources required • Appreciate the NSMC criteria which can be used for evaluating social marketing tenders Content: • Defining your problem – what am I looking to commission and why? • Using the total process planning model to commission in stages • Organisational resources and external expertise • Evaluating competitive briefs • Keeping it all on track • Did it work? Evaluation to inform future learning Outcomes: • Attendees will understand the complexity and challenges of commissioning social marketing • They will recognise the importance of commissioning in stages and having a robust framework for competitive evaluation of briefs • They will be able to manage the organisational commitment required to develop and sustain effective social marketing

6 | Training programme

2008 9th Dec. 2009 11th Feb Target Audience: People looking to conduct or commission effective scoping Duration: One day Location: Central London Class size: A maximum of 20 people Level: Secondary Pre-requisites: Introduction to social marketing

Course Details Objectives: At the end of this session you will be able to: • Define the scoping phase of the social marketing process • Plan and execute or commission a scoping activity • Use different market research methods to achieve your aims • Determine actionable insights to motivate positive behaviour Content: • Exploration of elements of the scoping process & their importance • Situational analysis • Market research methods to gain valuable audience insight • Competitor analysis • Stakeholder analysis and engagement • Developing actionable insights • Practical use of scoping tools Outcomes: Attendees will: • Understand how to use scoping to achieve public health targets • Be able to produce a full scoping report

Training programme | 7

The technical skills sessions have been organised into a structure (see below) to provide a basis for planning personal development. We have structured the programme to provide a means of progression for anyone, whether they are new to social marketing or have existing experience.

Developing your capacity Introductory

Secondary

Advanced

Introduction to Social Marketing

Commissioning Effective Social Marketing

Insight into Action

What Makes A Good Social Marketing Project?

Getting Started: Usable Customer Insight and Scoping a Social Marketing Project

Evaluating Social Marketing Projects

How to Follow-Up Social Marketing Initiatives

National Social Marketing Centre 20 Grosvenor Gardens London SW1W 0DH Phone 0207 881 3031 Fax 0207 730 5851 Email [email protected] London Social Marketing Unit Website www.lho.org.uk/lsmu.aspx National Social Marketing Centre Website www.nsmcentre.org.uk