County Marketing Plan
The most powerful marketing tools are effective programs that address real issues and needs of our customers. Without effective programs, marketing our organization and developing relationships will not be effective. We must plan programs that include an evaluation that measures the specific impact that programs have on the lives of people. The questions "What difference will it and did it make?" must be asked before and after the program. The impact must then be communicated to target customers.
In all 15 counties and the Indian reservations of Arizona-in urban and rural settings-unique programs, individuals, audiences and markets for Cooperative Extension exist. Because of this, no single marketing plan will work for every office. However with some guidelines in place to build a consistent image and message, there should be many different marketing plans-one for each county and reservation office.
You've had to do it for grant applications; you probably tell your workshop participants every time you get together for an educational program-who we are and what we have to offer that is uniquely different from any other organization
Sometimes, in our haste to gain media visibility, we sometimes overlook extension's most important marketing resource - relationships with people. This is ironic since the backbone of our success is based on commitments made by volunteers, legislators, lay leaders, and our staff.
Educational organizations who wish to survive will need more than media attention. Emerging marketing research indicates that heightened public awareness of the organizations is only the first step in the marketing process.
Constructive relationships with select target customers is more important to long-term marketing success than acquiring widespread public awareness. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with these key people. It is applicable to The University of Arizona Cooperative Extension since funding is acquired from a small number of sources and ongoing educational programs are targeted to specific customers. Relationship marketing is a five-part process which involves:
- Selecting target customers.
- Identifying a specific message to deliver to customers.
- Identifying obstacles or barriers that may hinder the delivery or positive reception of the messages.
- Delivering the message.
- Evaluating the effectiveness of efforts.
For more information on how to better identify these, go to: A COMPREHENSIVE MARKETING PROCESS (pdf)
Why develop a county-specific Marketing Plan?
A marketing plan goes hand-in-hand with any organization's operational plan. It's how you conduct business. By working through the outline below you will be better able to put into writing:
- Who's your audience? What do you have to offer them?
- What do you have that's unique to meet your audience's demand?
- Your communication plan should let people know what you have.
- How you will evaluate your product, services and the plan to communicate that to your audiences.
What does it take to make a Marketing Plan?
With the four points above in mind, you can construct a county-specific marketing plan; larger counties may want to consider smaller marketing plans by program or focus area such as water or parenting programs- these should all work with the overall marketing plan.
- What is your county mission? (One paragraph)
- What is your county vision? (One paragraph. Where do you want your educational programs to be in 3 to 5 years?)
- Who is your target audience? (One page. List and describe the audience's demographics to help you understand who you are trying to reach).
- What is the situational analysis? (Up to three pages. How will you meet the demand? Include in this description staff, development issues, monetary resources and product delivery).
- What is the position statement? (One page. Describe what makes your product, program and service different).
- What are vivid descriptors of your product, program or service? (Half page. Describe, in words your audience would use, your product, programs and services).
- What is your promotion and communication plan? (List and describe the various media you can use to reach the primary and, at most, secondary audiences).
- What are your plans for action, timeline and budget? (One to three pages. Decide on the best media, with your budget, to reach your audience. Write a plan with a timeline for media to use and include a budget of media placement).
Once you have worked through these eight sections, you can work with your county board, media and volunteers to implement your plan. When you clearly define your goals and costs, you can appeal to funding agencies or donors to help fund the communication and marketing process.
Developed from Arizona Cooperative Extension Marketing Manual and Purdue Extension marketing materials: http://www.ces.purdue.edu/ktgmarketing/marketingplan/index.html
