AASM-2014-ISM-Conference-Proceedings-FINAL

        AASM  2014  International  Social  Marketing  Conference   “Scaling  the  twin  peaks  of  rigour  and  relevance”     Conference  Proceedings       Monash  University,  Peninsula  Campus  (Frankston)   Thursday  17  and  Friday  18  July  2014                             CONTENTS     OVERVIEW    3   COMMITTEE  STRUCTURE    3   CONFERENCE  THEME    5   CONFERENCE  SPONSORS    5   CONFERENCE  VENUE    6   ACCOMMODATION    7   CALL  FOR  PAPERS    7   PAPER  REVIEW  PROCESS    9   CONFERENCE  PROGRAM    10   PRACTITIONER  WORKSHOPS    12   BOOK  OF  ABSTRACTS    13                 OVERVIEW   The  AASM  2014  International  Social  Marketing  (ISM)  Conference  was  hosted  by  the  Department  of   Marketing,  Monash  University  at  its  Peninsula  Campus  (Frankston)  on  Thursday  17  and  Friday  18  July   2014  The  conference  theme  “Scaling  the  twin  peaks  of  rigour  and  relevance”   was  widely  promoted   by  the  AASM  and  Monash  University  through  their  respective  channels,  resulting  in  a  record  number   of   paper   submissions;   attracting   strong   conference   attendee   numbers   and   delivering   a   profitable   event         COMMITTEE  STRUCTURE   The  conference  was  managed  by  an  Organising  Committee  (see  attachment  1)  comprising  of:   • Professor  Mike  Ewing  (Monash  University/Deakin  University),  Conference  Co-­‐Chair   • Kathleen  Chell  (QUT)   • Paul  Loughran  (Monash  University),  Conference  Manager   • Lelde  McCoy,  Conference  Co-­‐Chair  (The  Reputation  Group)   • Dr  Fiona  Newton  (Monash  University),  Conference  Co-­‐Chair   • Professor  Rebekah  Russell-­‐Bennett  (QUT)   • Ilan  Werbeloff  (Victorian  Aids  Council)       Dr  Fiona  Newton:  Senior  Lecturer,  Department  of  Marketing  (Monash  University)       Paul  Loughran:  Manager,  Department  of  Marketing  (Monash  University)       Professor  Michael  Ewing:  Pro-­‐Vice  Chancellor  (Executive  Dean),  Business  and  Law   (Deakin  University)           Lelde  McCoy:  Founder  &  Managing  Director,  Reputation  Group             Professor  Rebekah  Russell-­‐Bennett:  Advertising,  Marketing  and  Public  Relations   (Queensland  University  of  Technology)         Ilan  Werbeloff:  Event  Co-­‐ordinator,  (Victorian  AIDS  Council)           Kathleen  Chell:  AASM  Student  Representative                 During   the   12-­‐month   preparation   period,   the   committee   was   convened   on     occasions   (one   face-­‐to-­‐ face  meeting  and  7  teleconferences)  to  plan  and  manage  all  aspects  of  the  conference  including:   • deciding  on  the  conference  theme;  structure  and  format   • identifying  Plenary  Key  Note  speakers,  Panellists  and  Session  Chairs   • developing  a  marketing  plan     • creating  communication  channels  (including  the  dedicated  conference  website)   • calling  for  Expressions  of  Interest  for  academic  papers  and  industry  cases   • reviewing  paper  submissions   • setting  the  conference  registration  fees   • preparing  sponsorship  prospectus  and  securing  conference  sponsorship   • administering  online  registration   • providing  logistical  support   • monitoring  the  budget                     CONFERENCE  THEME   Over   recent   years,   the   government,   Not-­‐For-­‐Profit   and   corporate   sectors   have   acknowledged   the   importance   of   social   marketing   in   managing   behavioural   change   on   a   range   of   social   issues   ‘Relevance’   and   ‘rigour’   are   key   elements   that   provide   the   evidence-­‐based   validation   used   to   measure  the  effectiveness  of  social  marketing  campaigns  Hence,  the  Conference  theme:     ”Scaling  the  twin  peaks  of  rigour  and  relevance”     CONFERENCE  SPONSORS                                       CONFERENCE  VENUE   Monash   University   has     Melbourne   municipal   campuses,   of   which   the   Department   of   Marketing   delivers  programs  from  4  As  host,  the  Department  of  Marketing  decided  to  host  the  conference  at   its   Peninsula   Campus   (Frankston)     Situated   53   kilometres   from   the   Melbourne   CBD,   the   purpose   for   hosting  the  conference  at  its  Peninsula  Campus  was  based  on  the  Department’s  strategy  to  establish   a  footprint  in  the  social  marketing  space  on  this  campus     The   three   plenary   sessions   were   held   in   main   lecture   theatre   located   in   Building   F   Parallel   presentation   sessions   were   held   in   the   classrooms   and   lecture   theatres   in   Building   A   (Faculty   of   Education),  located  immediately  across  from  Building  F       Melbourne  CBD   Monash  University   Peninsula  Campus       Monash  University     Peninsula  Campus  Map     Locality  Map           Building  A   Site  of  Session  Presentations               Building  D   Department  of  Marketing  Offices         ACCOMMODATION   Delegate  accommodation  was  arranged  at  either:   • Quest  Frankston  on  the  Bay;  and   • Quest  Frankston     Located  approximately  3  kilometres  from  the  Peninsula  Campus,  buses  were  arranged  to  transport   the  80+  delegates  between  the  self-­‐contained  apartments  available  at  these  accommodation  venues   and  the  Peninsula  Campus     Image  1:   Quest  Frankston  on  the  Bay           Deluxe  self  contained  apartment           Outdoor  entertainment  area   CALL  FOR  PAPERS   The   Call   for   Papers   was   initiated   on     September   2013   with   a     submission   deadline   of   14   March   2014  A    record  number  of  101  submissions  from  14  countries)  was  recieved  comprising  of:   • 51  academic  papers   • 21  Industry  cases   • 29  Student  papers             Graph  1a:     Academic  Paper  Submissions  –  Country  of  origin   40   35   30   25   20   15   10           Graph  1b:   Industry  Case  Submissions  –  Country  of  origin   Australia   Japan   USA   8%   8%   84%       Graph  1c:     Student   Paper   Submissions   –   Country   of   origin UK   France   Korea   Iran   China   Australia           10   15   20   25         PAPER  REVIEW  PROCESS   Two  Panels  were  convened  to  review  the  academic/student  papers  and  industry  cases  respectively,   comprising  of:   • Academic/Student  Review    Panel   -­‐ Prof  Mike  Ewing   -­‐ Dr  Wayne  Binney   -­‐ Dr  Fiona  Newton   -­‐ Dr  Josh  Newton     • Industry  Cases  review  Panel:   -­‐ Prof  Rebekah  Russell-­‐Bennett   -­‐ Lelde  McCoy   -­‐ Ilan  Werbeloff     The   submission   review   process   resulted   in  81   submissions   being   accepted   and   20   submissions   being   rejected,  an  overall  rejection  rate  of  20%,  comprising  of:   • 6/51  academic  papers  (12%)   • 4/21  industry  cases  (20%)   • 10/29  student  papers  (35%)       Graph  2:   Category  breakdown  of  submissions  rejected     academic   papers   30%   student  papers   50%   industry  cases     20%                 CONFERENCE  PROGRAM   Plenary   Thursday  17  July  (morning)   Key  Note  Address:     David  Paterson     Chief  Innovation  Officer,  World  Vision   Discussion  Panellists:   Tom  Carroll   Director,  Carroll  Communications         Adam  Ferrier   Chief  Strategy  Officer,  Cummins&Partners     Friday  18  July  (morning)   Key  Note  Address:     Professor  Simone  Pettigrew     Distinguished  Research  Professor,  Curtin  University   Discussion  Panellists:   Jeff  Jordan     Founder,  Rescue  Social  Change  Group         Professor  Sandra  Jones     ARC  Future  Fellow,  Australian  Catholic  University   Professor  Adrian  Bauman     Director,  Prevention  Research  Collaboration,  University  of  Sydney     Friday  18  July  (afternoon)   Discussion  Panellists:   Luke  van  der  Beeke     Managing  Director,  Marketing  for  Change         Dr  Liam  Smith   Director  of  BehaviourWorks  Australia   Ian  Forsyth   Managing  Partner,  The  Shannon  Company     Matt  Wood   Head  of  the  Marketing  Subject  Group,  University  of  Brighton       Special  Sessions   Thursday  17  July   Presentation  theme:     Presenters:           Friday  18  July   Presentation  theme:     Presenters:                       Synergies   between   social   marketing   and   the   subsistence   market   places   perspective   -­‐  Associate  Professor  Srini  Sridharan  (Monash  University)   -­‐  David  Faulman  (Business  for  Millennium  Development)   -­‐  David  Paterson  (World  Vision)   -­‐  Stephen  Saunders  (Monash  University)   Transforming  consumer’s  lives  through  marketing   -­‐  Professor  Simone  Pettigrew  (Curtin  University)   -­‐  Dr  Nadia  Zainuddin  (University  of  Wollongong)   -­‐  Professor  Rebekah  Russell-­‐Bennett  (QUT)   -­‐  Geoff  Smith  (Australian  Red  Cross  Blood  Service)   10