June 12th PNSMA Summer Forum

Hello Social Marketing Fellows,

It's that time of year again — the PNSMA Summer Quarterly Forum! 

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The Social Marketing Process: A Case Study

The early stages in creating a social marketing plan are critical in developing a successful campaign. However, focusing on one behavior and audience can be challenging with complex issues such as stormwater pollution. Michelle Perdue and Cammy Mills of Kitsap Public Works, and Nancy Hardwick of Hardwick Research, will share how they moved through the early stages of developing a campaign focused on reducing nutrient pollution in stormwater, how they chose what behavior to focus on (spoiler alert, it’s natural yard care), their challenges along the way, insights from their audience research, and their next steps. 

Michelle Perdue, Outreach & Education Coordinator, Kitsap County Public Works

Michelle has over twelve years of experience in municipal stormwater and construction management, with a focus on communications.  Her work has included such diverse projects as a major interagency stormwater management group rebranding, coordinating project tracking software implementation for the county, and managing outreach and information for several major construction projects.

Prior to joining Kitsap County, Michelle was the Municipal NPDES Stormwater Permit Manager and Engineering Technician for ten years at the City of Moses Lake. 

Cammy Mills, Outreach & Education Coordinator, Kitsap County Public Works

Cammy Mills has been working in the Social Marketing field in the Puget Sound region since 2005, focusing on projects related to stormwater and water quality. An Education and Outreach Coordinator for Kitsap County Public Works Stormwater Division, Ms. Mills has a Master of Environmental Studies from Evergreen State College and a Bachelor of Science in Zoology from Washington State University. Ms. Mills is a board member for the Pacific Northwest Social Marketing Association. She has spoken about audience research, evaluation and social marketing at MuniCon, SPARKS Social Marketing Conference, Salish Sea Conference, and the USF Social Marketing Conference.

Nancy Hardwick, President, Hardwick Research

Nancy has been working in the market research industry for nearly 30 years. She incorporates both qualitative and quantitative techniques in her practice. As a sought after moderator, skilled listener, and effective communicator, Nancy enjoys the challenge of uncovering why people do what they do.  

Nancy works closely with clients to assess project objectives and determine the appropriate research design. Nancy incorporates a wide range of research methodologies including hybrid approaches that incorporate focus groups, in-depth interviews, usability testing, ethnography, intercept interviews, online focus groups, online discussion boards, strategic brainstorming sessions, as well as telephone, online and mail surveys.  

Her market research work incorporates gauging knowledge, and understanding attitudes and behaviors. As a research expert, Nancy works to discover motivations for behavior change, consumer trends, opportunities for differentiation, and product/service positioning and improvement.  

Social marketing plays a part in the services Nancy offers. She has provided market research services for incorporation in public health (infant/child health), injury prevention (life jacket usage, water safety), and environmental protection (water conservation, tree planting) campaigns. In addition, Nancy has conducted research regarding recycling and composting behavior incorporating a five-day online journal to track current behavior, focus groups to gather insight into behaviors and attitudes as well as to discover any barriers. Follow-up research was conducted on various communication materials to uncover confusion, assess usage, terminology, guide format/content, and effectiveness.

Nancy has served as President of the Qualitative Research Consultants Association and the Puget Sound Research Forum. She is currently Treasurer for the Pacific Northwest Social Marketing Association.  When not working, Nancy loves to travel (especially internationally), play competitive volleyball, backpack, sail her Sunfish, and spend time with her family.

We look forward to seeing you there!

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Organized by the Pacific Northwest Social Marketing Association

PNSMA is an organization made up of members of the social marketing community across the Pacific Northwest. Its purpose is to promote the general advancement of the practice and industry of social marketing, advance the interests of social marketing professionals, facilitate training, education and research, provide a forum for exchange of information related to the practice, and promote public understanding and education about social marketing.

Questions? Email info@pnsma.org