Judging Entry B mike

Name of Intervention/ Program
Community-Based Social Marketing Website (cbsm.com)

Background and Situation Analysis
The community-based social marketing website (cbsm.com) was designed to make it significantly easier for practitioners and academics to quickly find academic articles, case studies, forum threads, and colleagues. Finding relevant information about specific behavior change initiatives (e.g., carpooling, skin cancer protection, etc.) is challenging for practitioners and scholars. Further, finding colleagues at a global level who work on the exact behavioral change is nearly impossible. The CBSM website makes it easy to find actionable information and colleagues that can improve the quality of a wide array of behavioral change programs.

Priority Audiences(s)
The website has two principal audiences: behavioral change program developers and students/academics who research behavioral change initiatives.

Behavioral Objectives
Not applicable

Description of Strategy/Intervention
Not applicable

Implementation
The CBSM website is freely available to both practitioners and students/academics. As part of the site registration, site users indicate which behaviors they wish to track (e.g., curbside organic collection, blood donations, cancer screening). The CBSM website then creates a unique landing page for the user showcasing academic articles, case studies, and forum discussions related to their interests. Notably, the website also showcases other site users who are working on similar behavioral changes. This “colleagues” feature allows practitioners and students/academics to find and easily message colleagues from across the globe. The site also includes a discussion forum and associated digest.

Evaluation Methods and Results
The CBSM website is likely the most heavily used online social marketing resource. In 2023 alone, the site received over 50,000 visitors. Further, over the time that the site has been active, 55,000 site visitors have registered for the site, and nearly 5,000 of those users have subscribed to the daily/ weekly site digest associated with the site. This digest features articles, cases, forum discussions, and other content of use to social marketing professionals. In addition, as of this submission, the site contains information on over 1900 academic articles, over 200 case studies, and over 3000 discussion forum posts.

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Entry Letter: B

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Judge's Name *Select Judge's NameTracey HaldemanDulce EspelosinMike KujawskiKristin JonesBrian BiroscakNancy LeeLynda BardfieldStephanie DukesCatalina GarciaDivina LadeDana MiddletonMelissa SchockRochelle GermanoTom PynnEmily PattersonMarilu Fernandez Haddad

Entry Letter *

Engagement - Entries demonstrate how the work was key in successfully driving positive behavior change interaction with the target audience(s).poor (1)below average (2)average (3)good (4)excellent (5)

Creativity/Originality/Innovation - Entries demonstrate how their work was memorable and/or inspired behavior change inspiring, including originality and innovation.poor (1)below average (2)average (3)good (4)excellent (5)

Strategy - Entries include a clearly defined, evidence-based/research driven strategy that includes a clear behavior objective, audience insights and a marketing intervention mix developed to address audience barriers, desired benefits and motivators that were key to the program meeting its objectives.poor (1)below average (2)average (3)good (4)excellent (5)

Effectiveness - Entries report on program outcomes and demonstrate how the program or tactic was evaluated to determine effectiveness in meeting goals and objectives.poor (1)below average (2)average (3)good (4)excellent (5)

Score Total

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