Measuring social marketing
The overall theme of the conference was around measuring the impact of marketing, or ‘Return of Marketing Investment’.
Suzanne’s presentation on the topic ‘Evaluating the long-term benefits of social marketing’, stood out from the others by focusing on empowering and measuring behaviour change and evaluating the social impact.
As an example of a project using innovative techniques to empower behaviour change, Suzanne spoke about the Uscreates project to increase chlamydia screening levels in Birmingham East and North.
She followed this by discussing how best to measure behaviour change and the practical difficulties in doing so, and how measurement is used to evaluate the broader social impact. As an example she talked about the Uscreates programme designed to increase smoking cessation in Portsmouth and the financial impact the project had in terms of cost savings for the NHS per smoker who managed to quit during the project.