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Behavior Change Marketing Plan Template
A fill-in-the-blank template for planning your own behavior change marketing campaign — from setting measurable objectives centered on target actions (not just awareness or knowledge) to evaluating whether you moved the needle on your behavioral goals. The template will help make sure your marketing plan: Incorporates your situational analysis and insights gleaned from research, including…
Little Book of Behavior Change
An easy-to-digest intro to behavior change sets the foundation for understanding this specialized approach to marketing. Begin to apply behavior change to your own work, and share with colleagues who you’d like to know more about the field.
12 Determinants of Behavior
This quick reference tool supports any type of work that involves driving action. It categorizes common behavioral determinants into three groups: those that make actions more fun, easy and popular. (Yes, we love this approach so much we named a blog after it.)
Four Steps to Better Research
So you want to change behavior. First, you need to know what’s preventing people from doing that behavior now, and that takes research. This guide offers step-by-step direction on: How to unpack the various factors impacting a target behavior. Determining what type of research you need (qualitative or quantitative). How to write research questions and…
Building Blocks of Behavior Change
A step-by-step guide to developing your own behavior change marketing campaign — from selecting the right target actions and actors to leveraging common behavioral determinants. Intended for communications professionals eager to harness the power of behavioral science and user design. This guide will help you: Apply a behavior change marketing methodology so your campaigns trigger…
20 Questions You Should Always Ask
An interview guide with 20 questions designed to reveal certain behavioral insights. Use it as a template to uncover barriers and motivations affecting your target behavior.
Grow Your Circles of Support With This Guide to Partnership Building.
A behavior-based process in 4 steps to frame key messages in new ways that expand your spheres of influence. Engage the unengaged and recruit unexpected allies through ally acquisition.
Key Authors
Our authors are experts at applying behavioral science to real world issues. All are current practitioners designing campaigns and products for nonprofits, foundations and government organizations.
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Peter Mitchell
Founder + Chief Insights Officer
Former Wall Street Journal reporter turned marketer … led original “truth” antismoking effort… frequent speaker across globe on social marketing… member of Social Marketing Quarterly editorial board… lots of creative awards (Silver Anvil, Emmy, Gold Davey, etc.)… too eager to share CrossFit workout exploits
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Karen Ong Barone
Executive Creative Director
Executive creative director who grew up in design… developed our behavioral-focused branding methodology… honored nationally for explanatory graphics… strategy lead on numerous healthy child initiatives… mother of a pandemic baby… art school grad who is also skilled in math and finance
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Sara Isaac, MSc
Chief Strategist
Former journalist and word nerd turned behavioral science geek… got a second master’s degree at the London School of Economics just for fun… responsible for a successful healthy marriage campaign called I Hate Him So Much… leads team of behavior change strategists and planners.
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Meisha Thigpen
Creative Director
Creative talent with midwest roots and left-coast experience… hosts “Blooming in Black” podcast… authored award-winning TV spots… strategy lead on health and environment projects… member of International Social Marketing Association… only child who has owned over 50 pets in her lifetime