marketing the total extension program

Marketing the Total Extension Program

Definition of marketing: “Marketing is the activity, set of

institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Board of Directors

American Marketing Association


A set of processes:


A set of processes:

Identifying the current and emerging educational needs of clients


A set of processes:

Identifying the current and emerging educational needs of clients

Creating educational programs to meet those issues and needs


A set of processes:

Creating an awareness of the organization, its capabilities and impacts of its programs


A set of processes:

Creating an awareness of the organization, its capabilities and impacts of its programs

Developing constructive relationships with stakeholders


A set of processes: Identifying the current and emerging

educational needs of clients Creating educational programs to meet

those issues and needs Creating an awareness of the organization,

its capabilities and impacts of its programs Developing constructive relationships with

stakeholders


Common excuses:


Common excuses:

It’s a lot of trouble.


Common excuses:


I’ve never worried about it. Everything’s OK.


Common excuses:


I’ve never worried about it. Everything’s OK.

I’m more comfortable when others sing our praises.


Common excuses:

We can’t handle all the requests we get now.


Common excuses:


We have a great tradition and history.


Common excuses:


We have a great tradition and history.

Others should do our marketing for us.


Marketing nonprofits:


Marketing nonprofits: Nonprofits cannot budget for advertising.


Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign


Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign OCES has a large statewide “sales” staff.


Marketing nonprofits: Nonprofits cannot budget for advertising. Grass roots campaign OCES has a large statewide “sales” staff. Increase awareness by raising visibility


What are national brands worth?


What are national brands worth? Who tops the list?


What are national brands worth? Who tops the list? Sales ratings for national soft drinks


What are national brands worth? Who tops the list? Sales ratings for national soft drinks Why Pepsi faded


The elements of marketing:


The elements of marketing: Research/development


The elements of marketing: Research/development Sales


The elements of marketing: Research/development Sales Distribution


The elements of marketing: Research/development Sales Distribution Advertising/promotion


The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations


The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications


The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications Public relations


The elements of marketing: Research/development Sales Distribution Advertising/promotion Employee relations Communications Public relations Media relations




Customer service



Customer service Legal

What does marketing do? Marketing provides a solution to a

customer’s crisis. It’s the process of enticing customers to buy your goods or services.


What does marketing do? Marketing provides a solution to a

customer’s crisis. It’s the process of enticing customers to buy your goods or services.

After defining exactly which area of marketing is problematic, use a mix of tools or resources to solve the problem.


How to fend off low program attendance:


How to fend off low program attendance: Lack of advertising/promotion – social

media



media Wrong time/date – convenience factor



media Wrong time/date – convenience factor Too much competition – family, school,

extracurricular activities and other service providers



media Wrong time/date – convenience factor Too much competition – family, school,

extracurricular activities and other service providers

Lack of emotional demand – crisis/solution


Low attendance when the program is free and convenient usually means the client doesn’t have an emotional tie-in.



Content, cost and convenience may not be enough to attract clients to programs.



Content, cost and convenience may not be enough to attract clients to programs.

An emotional buy-in is necessary for attendance.


toolbox.okstate.edu


What can you do now?


marketing the total extension program

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