Marketing Project

Brian Cugelman, PhD

*** **. ****** ******, **** *07, Toronto, Ontario, M5R 2M4, Canada. Phone: +1-416-***-****

Email: *****@**********.***, Consulting: www.alterspark.com, Blog: www.cugelman.com

EducationPhD in Online Social Marketing. University of Wolverhampton. UK. 2006-2010Postgraduate Certificate in Social Sciences Research Methods. Open University. UK. 2005-2006MA in Business and Computer Studies. University of Portsmouth. UK. 2004-2006Natural Resources Engineering Technician Diploma. Seneca College. Canada. 1995-1997BA in Philosophy. York University. Canada. 1990-1993

TrainingIntermediate and advanced meta-analysis. University of Oxford. UK. 4-6 July 2008, 7 Nov 2008 Social Network Analysis. University of Essex and Analytic Technologies. UK. 9-20 July 2007Numerous research methods and statistics courses. ESRC. UK. 2007-2008PRINCE2 Practitioner Certification. Association for Project Management. UK. Oct 2005Supervisory Skills: Foundations for Excellence. United Nations. Germany. 11-15 Feb 2002

Career History

Consulting with AlterSpark and other firms, 2006-PresentLead researcher for the evaluation of Oxfam GB's Global Climate Change Campaign Methodology and communication lead for the United Nations Millennium Campaign evaluationExpert witness and evaluator in a legal case on intellectual property theftNumerous contracts: online research, evaluations, reports, and web projects

United Nations Framework Convention on Climate Change, Aug 2004 - Aug 2006Webmaster: Within the communications unit, managed the website (www.unfccc.int) and content management system; oversaw online publishing while ensuring editorial and design standards; decentralized web publishing across the institution as part of a change management project; supervised website staff and consultants while coordinating across departments; conducted stakeholder research studies then developed engagement strategies and outreach tools; gave various presentations; planned and implemented enhancements while providing support.

United Nations Volunteers/UNDP, Feb 1999 - Aug 2004Campaigner and Webmaster: From 2003-2004, as part of the communications department, implemented and managed a UN General Assembly endorsed web portal; coordinated International Volunteer Day campaigns and evaluations; helped lead an institution-wide needs assessment on knowledge management and integrated systems; supervised staff and contractors.From 1999-2002, worked for the global campaign team responsible for building-up, coordinating and reporting outcomes from the UN International Year of Volunteers 2001. Tasks included building a global network of stakeholders; designing and managing the interactive campaign web portal and online campaign; planning and implementing numerous engagement campaigns; organizing and speaking at several events; producing and distributing campaign materials such as strategic plans, articles, newsletters, posters, flyers, CD ROMs, and a music album; performing media relations, authoring press materials, and producing a TV commercial aired on international networks such as CNN; supported and coordinated many research projects while serving as a member of the global evaluation team; supported the UN General Assembly's outcome report and resolution. In addition, I authored a concept paper for a Benetton sponsored campaign that helped persuade Benetton to spent 11 million Euros promoting our organization and campaign.In 2001, achieved the top staff rating: outstanding, an example of best practices in his field .

University of Toronto, Dec 1998 - Feb 1999Network Analyst: Working with Development & University Relations, co-managed a Novell network with over 200 users; administered the department’s website, email and directory servers; conducted a Y2K audit; provided technical support; engaged in daily trouble shooting; educated staff about applications; upgraded and built PC systems; managed network security.

Greenest City, May-Nov 1998Event Coordinator: Planned and implemented Canada’s first Walk a Child to School Day, a social marketing campaign to reduce carbon emissions; obtained participation from over 60 schools; gained endorsement from Toronto’s Mayor and Canada’s Federal Parliament; coordinated politicians, guest speakers, organizations, companies and the police; achieved local and national media coverage; raised funds and in-kind donations; developed information systems; designed local and national websites and online marketing campaigns; produced posters, flyers and a booklet; conducted an end of campaign greenhouse gas audit.

Consultant, Jan 1998 - Feb 1999Operated Renaissance Consulting, which provided website development, database design, network services and environmental impact assessments. Clients included non-profit environmental organizations and businesses.

Local Enhancement and Appreciation of Forests, June-Dec 1997Outreach Coordinator: Developed and implemented a social marketing-based urban forestry project designed to mitigate climate change; engaged citizens in green behaviours; produced promotional materials; conducted event coordination and media outreach; delivered and planted native tree species in Toronto neighbourhoods.Technical and analytical tasks included data collection for a University of Toronto urban forestry project; conducting an audit of the project’s greenhouse gas reductions; maintaining and upgrading PC systems; training staff to use software applications.

PublicationsCugelman, B. Thelwall, M. & Dawes, P (2011, forthcoming) Online interventions for social marketing health behaviour change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research. Cugelman B. and Otero E. (2010) Basic Efficiency Resource: A framework for measuring the relative performance of multi-unit programs. Leitmtoiv and AlterSpark.Cugelman, B. & Otero, E. (2010) Evaluation of Oxfam GB's Climate Change Campaign. Leitmotiv, AlterSpark, and Oxfam GB.Cugelman, B. (2010). Online Social Marketing: Website Factors in Behavioural Change. PhD thesis, University of Wolverhampton, Wolverhampton.Cugelman, B. Thelwall, M. & Dawes, P. (2009) Communication-Based Influence Components Model. Persuasive 2009. Claremont, ACM.Cugelman, B. Thelwall, M. & Dawes, P. (2009) The Dimensions of Web Site Credibility and Their Relation to Active Trust and Behavioural Impact. Communications of the Association for Information Systems.Cugelman, B. & Otero, E. (2009) UN Millennium Campaign: United States Evaluation. United Nations Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.Otero, E. & Cugelman, B. (2009) UN Millennium Campaign: External Evaluation 2009. United Nations Millennium Campaign, Leitmotiv and Statistical Cybermetrics Research Group.Cugelman, B. Thelwall, M. & Dawes, P. (2008) Website Credibility, Active Trust and Behavioural Intent. Persuasive 2008, LNCS 5033. Berlin, Heidelberg, Springer-Verlag.Cugelman, B. (2008) GCAP Websites Report. Johannesburg, South Africa, CIVICUS and Statistical Cybermetrics Research Group.Cugelman, B. Thelwall, M. & Dawes, P. (2007) Can Brotherhood be Sold Like Soap Online? An Online Social Marketing and Advocacy Pilot Study Synopsis. Persuasive Technology. Stanford University, Springer.Cugelman, B. & Kumar, K. (2006) Global Call to Action against Poverty: Review of Campaign Websites. Beirut, Lebanon, CIVICUS.Cugelman, B. (2004) Your Goals, Global Campaigns and Internet Technology. Journal of Volunteer Administration, 22.Cugelman, B. (2003) Enhanced Digital Network Strengthens Human Networks. UNV News, United Nations Volunteers programme.

Peer-Reviewed Conference PresentationsSocial Media for Public Relations and Citizen Engagement. Global Citizens Forum. Ontario Council on International Development. Toronto, Canada. 2010 Workshop on Internet Research Methods for Impact Evaluations. Optimizing the Practice of Evaluation. Canadian Evaluation Society Annual Conference. Toronto, Canada. 2010Basic Efficiency Resource: A Framework for Measuring the Relative Performance of Multi-Unit Programs. Optimizing the Practice of Evaluation. Canadian Evaluation Society Annual Conference. Toronto, Canada. 2010The Psychology of Mass-Interpersonal Behavioural Change Websites. Medicine 2.0. Toronto, Canada. 2009Communication-Based Influence Components Model. Persuasive 09. University of Claremont. USA. 2009Selling e-Campaign Behaviours like e-Commerce Products. World Social Marketing Conference. National Social Marketing Centre. Brighton, UK. 2008Website Credibility, Active Trust and Behavioural Intent. Persuasive 08. University of Oulu. Finland. 2008A Social Marketing Website You Can Trust. National Social Marketing Conference. National Social Marketing Centre. Oxford, UK. 2007Can Brotherhood be Sold Like Soap Online? Persuasive 07. Stanford University. USA. 2007Online Social Marketing: Investigating Online Interaction and Offline Behavioural Change. Communication Technologies of Empowerment. University of Leeds. UK, 2007The Digital Pulse of an International Anti-Poverty Campaign. Information, Communication & Society 10th Anniversary International Symposium. York University, UK. 2006Methodology and Findings from a Review of Campaign Websites. Quantitative Methods for Internet Research. University of Wales. Aberystwyth, UK. 2006

For a full list of presentations, visit www.cugelman.com and www.alterspark.com

Multi-Media ProductsNumerous websites and online marketing campaigns for various organizations. 1997-presentTV commercial featuring UN Secretary General Kofi Annan (Aired on CNN, CNBC, ABC and many other TV networks). UN Volunteers. Aug 2001 Music album titled Songs celebrating volunteerism (Played on radio stations in over 15 countries). UN Volunteers. July 2001 Two CD ROMs for the International Year of Volunteers. UN Volunteers. 2000-2001

Professional ParticipationAcademic Advisory Committee for the Persuasive 2011 conference. Ohio, USA. 2010-2011Peer review for the Journal of Medical Internet Research. 2009-2010Expert Review Committee member for the Heart and Stroke Foundation's online Healthy Weight Action Plan. Canada. 2010Expert advisor on social media guidelines for the World Anti-Doping Agency. EdComs. 2010Editorial Board for the Hawaii International Conference on System Sciences. 2010Member of the Canadian Evaluation Society. 2010Editorial Board at the Persuasive 08 Conference. University of Oulu. Finland. 2008National Occupational Standards for Social Marketing. Marketing and Sales Standards Setting Body. UK. 2008

Personal InformationNationality: CanadianDate of birth: 27 November 1969Languages: English and intermediate Spanish

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