So many times, organizations think people’s “awareness” of their programs and products will spur them to action. The simple fact is awareness alone does not always lead people to behave in a way that meets your goals. If you want a population segment to adopt a lifestyle, buy a product or support your cause, you have to go beyond just simply telling them about it.
Dr. Tait Martin will take you on a humorous multi-media journey through how people process marketing and media messages before deciding to take action. In addition, he will share the five insight strategies that can be incorporated into any campaign -- no matter the budget.
As key takeaways, you’ll learn how to:
Identify areas of your programs/outreach that can move to a behavior-change paradigm.
Define the four “levers” needed to spur behavior change
Identify insight approaches to better understand the people you're trying to reach -- no matter the budget.
Meet our speaker:
Dr. Tait Martin has spent over two decades as a research and marketing professional, and now serves as the Chief Research Officer of The Taproot Agency, based in Tallahassee. His primary function is to decipher the thoughts and motivations of a population and translate the results into strategies for our creative team.
In addition to his work at Taproot, Tait lends his expertise to teaching the next generation of marketers and researchers. He currently is an affiliate professor of social marketing research in the College of Public Health at the University of South Florida and International Academic Colleague in the Research Center for Health, Environment and Education at the University of Cologne in Germany.
A winner of some of the industry’s most prestigious awards (including the Emmy® and Silver Anvil®), Tait‘s past positions include stints as vice president of national social marketing and advertising firm; faculty member at four top-tier higher education institutions; communication director for one of the largest United Way organizations in the South; spokesperson for a major state government agency in Florida; and a morning radio talk show host.
Widely cited in both academic and applied research circles, Tait holds a Ph.D. in Communication Theory and Research with a focus on Cognitive Processing from Florida State University, as well as a Masters in Organizational and Interpersonal Communication from the University of Louisiana, Lafayette. He earned his undergraduate degree in public relations and journalism from Northwestern State University.
Register at https://prsatampabay.starchapter.com/meet-reg1.php?id=121
Chopped Salad and Pasta BRIO (Rigatoni, grilled chicken, seared mushrooms, creamy roasted red pepper sauce) with iced tea, coffee and water.
If you have special dietary needs, please be sure to indicate your needs in the comments section when you register.
Cancellation Policy: Cancellations received by noon on Friday, April 20, will be accepted without penalty. Regarding cancellations made after that date, registrations paid in advance will not be refunded, and those who registered but did not pay will be invoiced the full registration amount.
$30.00 PRSSA Student