Social Marketing: Behavior Change for Good

About Julie ColehourNancy R. LeePhilip Kotler

Nancy R. Lee is president of Social Marketing Services Inc. in Seattle Washington a strategic advisor for social marketing campaigns at C+C in Seattle an affiliate instructor at the University of Washington where she teaches social marketing. With more than 35 years of practical marketing experience in the public and private sectors Ms. Lee has held numerous corporate marketing positions including vice president and director of marketing for Washington States second-largest bank and director of marketing for the regions Childrens Hospital and Medical Center. Ms. Lee has participated in the development of more than 250 social marketing campaign strategies for public sector agencies and consulted with more than 100 nonprofit organizations . Clients in the public sector include the Centers for Disease Control and Prevention (CDC) Environmental Protection Agency (EPA) Washington State Department of Health Office of Crime Victims Advocacy County Health and Transportation Departments Department of Ecology Department of Fisheries and Wildlife Washington Traffic Safety Commission City of Seattle and Office of Superintendent of Public Instruction. Campaigns developed for these clients targeted issues listed below: ·       Health: COVID-19 opioid overdose teen pregnancy prevention HIV/AIDS prevention nutrition education sexual assault diabetes prevention adult physical activity tobacco control arthritis diagnosis and treatment immunizations dental hygiene senior wellness and eating disorder awareness ·       Safety: texting and driving drowning prevention senior fall prevention underage drinking and driving youth suicide prevention binge drinking pedestrian safety and safe gun storage ·       Environment: natural gardening preservation of fish and wildlife habitats grass fires recycling trip reduction water quality and water and power conservation She has conducted social marketing workshops around the world (Uganda Jordan South Africa Ghana Ireland Scotland Australia Singapore Canada Indonesia India Bangladesh Venezuela Japan Haiti) for more than 4000 public sector employees involved in developing behavior change campaigns in the areas of health safety the environment and financial well-being. She has been a keynote speaker on social marketing at conferences for public health improved water quality energy conservation family planning nutrition recycling teen pregnancy prevention influencing financial behaviors wildfire prevention litter control and foodwaste reduction. Ms. Lee has coauthored eleven other books with Philip Kotler: Social Marketing: Improving the Quality of Life (2002); Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (2005); Marketing in the Public Sector: A Roadmap for Improved Performance (2006); Social Marketing: Influencing Behaviors for Good (2008 and 2011); Social Marketing: Changing Behaviors for Good (2016); GOOD WORKS! Marketing and Corporate Initiatives That Build a Better World... And the Bottom Line (2012); Up and Out of Poverty: The Social Marketing Solution (2009); Social Marketing in Public Health (2010); Social Marketing to Protect the Environment (2011); Success in Social Marketing: 100 Case Studies From Around the Globe (2022). She also authored a book Policymaking for Citizen Behavior Change: A Social Marketing Approach (2017) andhas contributed articles to the Stanford Social Innovation Review Social Marketing Quarterly Journal of Social Marketing and The Public Manager. (See more on Nancy Lee at www.socialmarketingservice.com.) Philip Kotler is the S. C. Johnson & Son Distin­guished Professor of International Marketing emeritus at the Kellogg School of Management Northwestern University Evanston Illinois. Kellogg was twice voted Best Business School in Business Weeks survey of U.S. business schools. It is also rated Best Business School for the Teaching of Marketing. Professor Kotler has significantly contributed to Kelloggs success through his many years of research and teaching there. He received his masters degree at the University of Chicago and his Ph.D. degree at MIT both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Professor Kotler is the author or co-author of  90 books including Marketing Management the most widely used marketing book in graduate business schools worldwide; Principles of Marketing; Marketing Models; Strategic Marketing for Non-Profit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Marketing 3.0; Good Works; Market Your Way to Growth; Winning Global Markets; Kotler on Marketing; Confronting Capitalism; Democracy in Decline: and Advancing the Common Good. He has published over 170 articles in leading journals several of which have received best-article awards. Professor Kotler was the first recipient of the Distinguished Marketing Educator Award (1985) given by the American Marketing Association (AMA). The European Association of Marketing Consultants and Sales Trainers awarded him their prize for Marketing Excellence. He was chosen as the Leader in Marketing Thought by the Academic Members of the AMA in a 1975 survey. He also received the 1978 Paul Converse Award of the AMA honoring his original contribution to marketing. In 1995 Sales and Marketing Executives International (SMEI) named him Marketer of the Year. In 2012 he received the William L. Wilkie Marketing for a Better World: Award of the American Marketing Association Foundation (AMAF). In 2014 he was inducted into the AMA Marketing Hall of Fame. He was the first chosen Legend in Marketing and his work was published and reviewed in nine volumes. Professor Kotler has consulted for such companies as IBM General Electric AT&T Honeywell Bank of America Merck and others in the areas of marketing strategy and planning marketing organization and international marketing. He has been chairman of the College of Marketing of the Institute of Management Sciences director of the American Marketing Association trustee of the Marketing Science Institute director of the MAC Group former member of the Yankelovich Advisory Board and a member of the Copernicus Advisory Board. He was a member of the Board of Governors of the School of the Art Institute of Chicago and a member of the advisory board of the Drucker Foundation. He has received 22 honorary doctoral degrees from Stockholm University University of Zurich Athens University of Economics and Business DePaul University the Cracow School of Business and Economics Groupe H.E.C. in Paris the University of Economics and Business Administration in Vienna the Catholic University of Santo Domingo the Budapest School of Economic Science and Public Administration and several other universities. He has traveled extensively throughout Europe Asia and South America advising and lecturing to many companies and organizations. This experience expands the scope and depth of his programs enhancing them with an accurate global perspective. Julie Colehour is an owner of C+C a 100-person social marketing firm with the purpose of creating campaigns that help take care of people and the planet (www.cplusc.com). She is also a founding board member of the Pacific Northwest Social Marketing Association (PNSMA) serving as the boards Vice President from 2014-2021. In 2011 she led a team of volunteers that created the annual PNSMA SPARKS conference which attracts hundreds of social marketers each year to learn about social marketing innovations and best practices. Ms. Colehour has led teams to create social marketing campaigns that address COVID-19 climate waste prevention healthcare STDs substance use disorders water conservation wildfires distracted driving litter suicide and recycling. Most recently she has been helping the Washington State Department of Health (WA DOH) with their COVID-19 response which has included a rapid-turn approach to increase adoption of COVID preventative behaviors and vaccine adoption. This work contributed to Washington state being the fourth lowest in the nation for COVID-19 deaths per 100K people. She has also helped support the EPAs ENERGY STAR® program for the past twenty-five years including co-leading the original national launch plan that led to a 41 percent national awareness of the ENERGY STAR® label in just three years. Ms. Colehour is frequently called upon to speak on social marketing at venues across the country and has helped hundreds of organizations with planning and implementing social marketing campaigns. She has conducted social marketing trainings sessions for many organizations including EPA NOAA Waste Management Puget Sound Energy the U.S. Department of Energy and the Consortium for Energy Efficiency WaterSense and WA DOH. Ms. Colehour is co-author of The Environmental Marketing Imperative (Probus Publishing) and for the social marketing chapter in the upcoming Be the Change textbook (Oxford Publishing). She led the charge in 2014 on two energy-efficient lighting social marketing pilot programs for ENERGY STAR for which the results were presented at the BECC conference and published in the Social Marketing Quarterly Journal. Ms. Colehour has received professional recognition for her work including being named the Puget Sound Chapter of PRSA 2021 PR Professional of the Year the 2017 Person of the Year at the NW Marketing Awards one of PRovokes 2019 Top 25 Innovators and the one of The Puget Sound Business Journals 40 under 40 young outstanding executives in 2001. Ms. Colehours work has also been recognized with many awards (Silver Anvils SABRES PRWeek Awards Addys Emmys) including being recognized in 2021 for the COVID-19 work for the WA DOH by winning the Best of Silver Anvils award from PRSA and a Global SABRE award. In 2022 C+C was named the SMANA Outstanding Agency for its commitment to the elimination of social disparities at the USF Social Marketing Conference. This award recognized Ms. Colehour and her teams work on the Vacúnate Mijo/Mija campaign for WA DOH that helped increase COVID-19 vaccination rates among the Hispanic/Latino community.