Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good. Social marketing can promote society's well being as a whole. Social marketing has been applied in hospitality zones to affect people's behavior around smoking, underage drinking, high risk drinking, violence, public urination, litter and noise.

The emerging market of "Millenials" utilizing social media such as MySpace, FaceBook and Twitter to communicate creates an opportunity for new methods of promotion and social marketing of patron responsibility messages.

• Translating social marketing techniques for hospitality zone improvements

• Successful campaigns on smoking bans, violence, noise, intoxication, underage drinking, drunk driving

• Measuring success of social marketing campaigns

• Use social media to communicate messages to influence patron behavior