Marketing the Total Extension Program

1. Marketing the Total Extension Program

2. 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

3. Marketing the Total Extension Program A set of processes:

4. Marketing the Total Extension Program A set of processes: • Identifying the current and emerging educational needs of clients

5. Marketing the Total Extension Program A set of processes: • Identifying the current and emerging educational needs of clients • Creating educational programs to meet those issues and needs

6. Marketing the Total Extension Program A set of processes: • Creating an awareness of the organization, its capabilities and impacts of its programs

7. Marketing the Total Extension Program A set of processes: • Creating an awareness of the organization, its capabilities and impacts of its programs • Developing constructive relationships with stakeholders

8. Marketing the Total Extension Program 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

9. Marketing the Total Extension Program Common excuses:

10. Marketing the Total Extension Program Common excuses: • It’s a lot of trouble.

11. Marketing the Total Extension Program Common excuses: • It’s a lot of trouble. • I’ve never worried about it. Everything’s OK.

12. Marketing the Total Extension Program Common excuses: • It’s a lot of trouble. • I’ve never worried about it. Everything’s OK. • I’m more comfortable when others sing our praises.

13. Marketing the Total Extension Program Common excuses: • We can’t handle all the requests we get now.

14. Marketing the Total Extension Program Common excuses: • We can’t handle all the requests we get now. • We have a great tradition and history.

15. Marketing the Total Extension Program Common excuses: • We can’t handle all the requests we get now. • We have a great tradition and history. • Others should do our marketing for us.

16. Marketing the Total Extension Program Marketing nonprofits:

17. Marketing the Total Extension Program Marketing nonprofits: • Nonprofits cannot budget for advertising.

18. Marketing the Total Extension Program Marketing nonprofits: • Nonprofits cannot budget for advertising. • Grass roots campaign

19. Marketing the Total Extension Program Marketing nonprofits: • Nonprofits cannot budget for advertising. • Grass roots campaign • OCES has a large statewide “sales” staff.

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

21. Marketing the Total Extension Program What are national brands worth?

22. Marketing the Total Extension Program What are national brands worth? • Who tops the list?

23. Marketing the Total Extension Program What are national brands worth? • Who tops the list? • Sales ratings for national soft drinks

24. Marketing the Total Extension Program What are national brands worth? • Who tops the list? • Sales ratings for national soft drinks • Why Pepsi faded

25. Marketing the Total Extension Program The elements of marketing:

26. Marketing the Total Extension Program The elements of marketing: • Research/development

27. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales

28. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution

29. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion

30. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations

31. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations • Communications

32. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations • Communications • Public relations

33. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations • Communications • Public relations • Media relations

34. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations • Communications • Public relations • Media relations • Customer service

35. Marketing the Total Extension Program The elements of marketing: • Research/development • Sales • Distribution • Advertising/promotion • Employee relations • Communications • Public relations • Media relations • Customer service • Legal

36. Marketing the Total Extension Program What does marketing do? • Marketing provides a solution to a customer’s crisis. It’s the process of enticingcustomers to buy your goods or services.

37. Marketing the Total Extension Program What does marketing do? • Marketing provides a solution to a customer’s crisis. It’s the process of enticingcustomers 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.

38. Marketing the Total Extension Program How to fend off low program attendance:

39. Marketing the Total Extension Program How to fend off low program attendance: • Lack of advertising/promotion – social media

40. Marketing the Total Extension Program How to fend off low program attendance: • Lack of advertising/promotion – social media • Wrong time/date – convenience factor

41. Marketing the Total Extension Program How to fend off low program attendance: • Lack of advertising/promotion – social media • Wrong time/date – convenience factor • Too much competition – family, school, extracurricular activities and other service providers

42. Marketing the Total Extension Program How to fend off low program attendance: • Lack of advertising/promotion – social media • Wrong time/date – convenience factor • Too much competition – family, school, extracurricular activities and other service providers • Lack of emotional demand – crisis/solution

43. Marketing the Total Extension Program • Low attendance when the program is free and convenient usually means the client doesn’t have an emotional tie-in.

44. Marketing the Total Extension Program • 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.

45. Marketing the Total Extension Program • 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. • An emotional buy-in is necessary for attendance.

46. Marketing the Total Extension Program toolbox.okstate.edu

47. Marketing the Total Extension Program

48. Marketing the Total Extension Program What can you do now?

49. Marketing the Total Extension Program