SOCIAL IMPACT Marketing TRAINING

I have extensive experience in creating, designing and facilitating training for social impact and behavior change marketing (in-person, online and hybrid situations), working with subject matter experts and training partners to complete projects.

I designed, produced and facilitated training in marketing and communication subjects for in-person, online and blended learning training situations.
I designed and used content development frameworks to create engaging and effective learning content (ex. courses, presentations, videos, 1-pagers, hands-on activities, infographics, motion graphics).
I use Storyline 360, Vyond, Powerpoint, Audacity, Captivate and Camtasia to create learning content.
I was the administrator and manager of learning communities, course content, and user data on several LMS platforms using Microsoft 360, LINGOS and Wordpress.

Below are some examples courses and curriculum I designed, produced and launched. I have included specific quality improvement processes that I initiated and produced on my own or with teams. If you would like to view any of the actual online courses or lesson plans, please contact me for links.

CURRICULUM & CourseS:

SOCIAL IMPACT MARKETING CURRICULUM, 2011-2013 (Rare Global Programs) - At the request of the Rare Training Department, I revised the training curriculum and certification packages for social marketing courses used in 4 global offices. My work focused on: Target Audience Persona, Creative Brief, Campaign Brand, Campaign Materials, and Campaign Documentation.

Unified Brand Marketing Curriculum, 2013-2017 (Rare Latin America) - With Rare’s Latin America Program Director Itala Yepez, I developed a “unified” brand marketing plan for a watershed protection campaign launched at seven different regions of Colombia. I created a system to aggregate qualitative data and map it to specific outputs in a marketing campaign, and the Latin America team and I wrote new curriculum to implement it. My specific course work focused on: Social Marketing Strategy, Target Audience Research, Creative Brief, Campaign Brand, Message Design, Marketing Mix, Principles of Design, and Material Production.

Sustainable Fishing Online Curriculum, 2014 (Rare Global Programs) - As Creative Director in Global Programs, I was part of the team to create and launch Rare’s first e-learning curriculum for the Fish Forever sustainable fishing program. I was the lead on creative concepts, character design, visual and UX design, and media content (all photos and videos), and I worked closely with the Storyline 360 contractors and Training Manager Teri Brezner to produce, test and launch the courses.

Rare Learning Management System, 2014-2017 (Rare) - I co-created and co-managed Rare’s learning management platform with Training Manager Teri Brezner. The LMS website included all courses, user communities and forums, was supported by LINGOS and ran on a Wordpress platform. I was the lead on the brand, wireframes, UX design, and co-managed the course content and user communities.

Introduction to Pride Campaigns E-learning Courses, 2015 (Rare Global Programs)- An e-learning course in five lessons based on the book Introduction to Pride. I designed end-to-end experience for workflows starting with information architecture, user journeys, and creative concepts into production of high fidelity program design.

Introduction to Social Marketing Video Courses, 2016 (Rare) - A series of four 15-minute animated “explainer” videos based on my 45 minute lecture of the same name, these were used as part of Rare’s new employee onboarding process.

Behavior Adoption Analysis Tool, 2016 (Rare Behavior Adoption Team) - As part of the Rare’s global Social Marketing team, I helped develop a tool to improve the sequencing of steps in social impact campaigns steps by comparative analysis of the approaches and effectiveness of campaigns in multiple countries.

Data Mapping Tool, 2016 (Rare Behavior Adoption Team) - I developed a tool to streamline analysis of qualitative data for Rare’s Sustainable Agriculture program in China by modifying the data mapping process from the Unified Brand Marketing curriculum.

Introduction to Watershed Protection E-learning Course, 2016-2017 (Rare Latin America) - I assisted Rare’s Training Manager and subject matter experts in Latin America to transition eight lecture courses into online instructional courses and activitie. As the technical consultant to the team and mentor to the training manager, I spent six months helping them design the end-to-end course workflow starting with information architecture, user journeys, UX design, content production and launch.

Behavior Change for Conservation Webinar (Rare Behavior Center), 2017 - I co-developed a 45-minute webinar with Kevin Green, Senior Director of Rare Center for Behavior and Environment, to introduce audiences to the behavior change theories that guide the social impact marketing work of Rare.

CLASSROOM TRAINING & WORKSHOPS:

Social Marketing TTT (Train the Trainer) Workshop, Arlington, VA, 2013 - A week-long, hands-on social marketing boot camp for new employees, covering all aspects of a social marketing campaign from target audience ID to campaign launch. We had over 50 participants and divided them into teams of 5 to each produce a social impact marketing campaign based on changing behaviors in work offices. I was heavily involved in the production and planning of this five day camp, developing the content, activities and schedule for the 3 of the 6 days, related to marketing and media.

Social Impact Campaign Workshop, Ecuador 2013 - I participated in a four-day social marketing workshop as a brand & marketing consultant for the Rare Latin America team in Quito, Ecuador. The workshop was organized to assist 12 social impact marketing campaigns from Peru, Ecuador, Colombia and Mexico to evaluate progress and map out an two-year strategy for each. My job was to evaluate each campaign’s current Social Marketing strategy - with attention to brand, message, positioning, and audience outreach - and give recommendations for the two-year strategy.

Second University Phase, ITESO Univeristy, Mexico 2014 - I was an instructor and technical consultant for the six-week university phase of master degree candidates from Rare’s Colombia program. I was there to teach portions of the Unified Brand Marketing Curriculum I had developed with the Rare Latin America team specifically for this cohort of social impact campaigns in Colombia. The university training was held at ITESO University in Guadalajara, Mexico.

Social Impact Campaign Workshop, Colombia 2015 - A four-day workshop to evaluate the progress of seven unified brand campaigns in Colombia and map out a twelve-month strategy for each. My job was to evaluate the current Social Marketing strategy at each site - with emphasis on the brand, message, positioning, and audience outreach - and give recommendations for their two-year strategies.

Introduction to Social Marketing and Brand Workshop, Colombia 2017 - in 2017 I helped the Rare Colombia team conceptualize and produce a workshop to introduce the concepts of social impact marketing to 16 communication professionals in the Colombian government agency CVC, whose mission is roughly similar to the EPA. I worked with Rare Country Director Itala Yepez and Training Director Carlos Gamboa to develop a workshop that would give the CVC communications department the basics of Social Impact Marketing and behavior change goals. This would enable them to better support the efforts of the seven social impact marketing campaigns already in progress, and the upcoming eight new campaigns. I designed and led courses on Behavior Change in Conservation, Introduction to Social Marketing, The Benefit Exchange, Brands, Brand Management, and Social Impact Campaign Brands.

Social Impact Campaign Workshop Workshop, China 2017 - A six-day, hands-on social marketing boot camp for Rare’s partners in organic agriculture development in Zhuqiao, China. For most of 2016 I was working with the Rare China team to develop a social impact marketing campaign aimed at cotton farmers in this southwest corner of China. I was specifically helping the team determine target audiences, develop the research plan, plan and run focus groups, and create a data mapping tool for marketing outputs. In the workshop, Rare Vice President Paul Butler, myself and the China Team worked with our partners to analyze data, create the marketing strategy for the campaigns, and produce materials.

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PRESENTATIONS & PANELS:

WAITT INSTITUTE, YSEALI (U.S. Government Mission to ASEAN), ROCK PAPER SCISSORS AGENCY (SHANGHAI), LEO BURNETT AGENCY (BOGOTA), THE ART INSTITUTE (WASHINGTON DC), THE ART LEAGUE (Alexandria), RARE ALL-STAFF RETREAT, RARE MOZAMBIQUE.

“FISH FOREVER” Program - 12 LESSONS (STORYLINE 360)

MY Role: Creative Director (BRAND & CONCEPT), DESIGN, VIDEO & Photo content
PRODUCED BY: TERI BREZNER & ALEXANDRA JABS

“Fish Forever” is one of Rare’s flagship environmental programs that involves multiple community stakeholders working in unison to establish areas of near shore sustainable fishing areas in six countries around the world. The team that built this massive 12 lesson online course consisted of a training specialist, project manager, creative director (myself), numerous subject matter experts across the globe, and a company contracted to do the majority of the production work in Storyline. I was responsible for the overall course brand, design, UX, video content, and character design, which was based on the characters in our emerging animated video brand (see examples here), as well as helping to manage the production vendor and reviewing their weekly files.

FISH FOREVER LESSON 2 (EXAMPLE SLIDES)

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FISH FOREVER LESSON 6 (EXAMPLE SLIDES)

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“INTRODUCTION TO PRIDE” - 5 Lessons (STORYLINE 360)

MY Role: Co-PRODUCER, Creative Director, DESIGN, VIDEO CONTENT
CO-PRODUCED & WRITTEN BY: TERI BREZNER

The Global Programs department at Rare published an 85-page guide book to “Pride” and “Pride Campaigns”, Rare’s signature program tool and basis of the social impact campaigns we helped to implement around the world. This guide explained in-depth the theories and behavior science involved in social impact marketing, as well as the values instilled in the Pride curriculum. This book was given to all new employees of Rare and to our program partners, and soon after it was published, the Talent (HR) department at Rare asked us to create an e-learning course based on the book that would become part of the new employee on-boarding process. I was a contributor and creative director on the book, so I translated that design into Storyline 360 and co-developed the UX and activities with the Training Manager.

LESSON 1: HISTORY OF PRIDE (EXAMPLE SLIDES)

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LESSON 2: the rare approach to pride (EXAMPLE SLIDES)

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“INTRODUCTION TO SOCIAL MARKETING” - 4 LESSONS (VIDEO)

4 Lessons - BUILT in Powerpoint, premiere and CAMTASIA
MY Role: WRITER, PRODUCER, Narrator, video and photo content

I produced this four-part video lecture for Rare’s onboarding coursework for new employees. The video lectures were an initiative to streamline the long schedule of onboarding meetings with each department or program. I had a bimonthly course for all new employees, a 45 minute interactive lecture with video content, so as part of the initiative, I produced this “explainer video” for attendees to reference later, or for those that could not attend. The webinar is divided into four 15-minute sections and produced it with my presentation and screen capture software.

SOCIAL MARKETING OLD