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What is Marketing? A BRIEF OVERVIEW FOR COOPERATIVE EXTENSION March 2008 Marketing Defined There are a host of definitions for marketing. Here are two of the most widely accepted. Marketing is… The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. - American Marketing Association Definition Marketing Defined Marketing is… The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." -Contemporary Marketing Wired (1998) by Boone and Kurtz Marketing is…. A big umbrella! It may or may not include: • Analysis of programs, materials, customers and the company itself • Media relations, public affairs, advertising • Stakeholder and funder relations • Strategically organizing all of the above, and more, to create a cohesive, sustainable, effective route to success for Extension and its clients The “4 Ps” of Marketing • Program Goods or services (programs) and their benefits • Price Cost for goods or services, e.g. money, time, travel • Place Location (place, Web), also time of day/week/year • Promotion Activities designed to publicize programs/services Know the 4Ps for every program or service you offer! What We Have Done: Environmental Analysis Environmental Scan All 101 county centers collected data about state needs through public surveys, meetings and interviews. The data were combined and analyzed for common items and emerging trends. The findings were used to determine which programs would continue, be phased out or added, based on changing state needs. Environmental Analysis > Response • • • • Updated Goals Sustainable, Profitable and Safe Plant, Animal and Food Systems Environmental Stewardship and Natural Resources Management Energy Conservation and Alternatives Emergency and Disaster Preparedness Environmental Analysis > Response Updated Goals • Workforce and Economic Development • Community, Leader and Volunteer Development Environmental Analysis > Response Updated Goals • Healthy Weight and Chronic Disease Prevention • Life Skills and Parenting • Youth and Adults Achieve Educational Success What We Have Done: Retail Customer Survey • Capture data on name recognition, Extension topic interest, preferences for communication, time and location, and demographic information. • Data pinpoint popular topics, target audiences and methods used to reach them. Retail Customer Survey > Findings • High interest in Extension topics • Lower retail name recognition than expected • Preference for direct mail, TV, Web and newspaper sources • High growth potential in urban areas, with Hispanic audiences and for environmental topics What We Have Done: Organizational Data Analysis • ERS reporting software gathers quantitative and qualitative performance data. • Program delivery and impacts data measure program efficiency and effectiveness. • Program location data helps inform training and financial decisions for maximum efficiency. Where Do We Go From Here? Know the Extension Mission and Slogan! North Carolina Cooperative Extension partners with communities to deliver education and technology that enrich the lives, land and economy of North Carolina. Empowering People Providing Solutions Where Do We Go From Here? Know Your Customers! Retail – People seek informal education or technical assistance to better themselves, their families and their environment Businesses – Private or public organizations seek education or technical assistance for themselves or their employees Stakeholders – Federal, state, county, municipal, corporate and private funders, supporters and advocates Where Do We Go From Here? Know Your Organization! State benefits your competitors can’t claim. • Lack of profit motive makes us affordable • Unbiased, third-party research makes us trustworthy • 101 locations are accessible, locally relevant • 93-year history shows commitment, long-term value • High-touch, personal service Where Do We Go From Here? • • • • Know Your Competition! Some competitors represent partnership opportunities; others do not. All summer camps want campers. 4-H may steer overflow to other camps or vice versa Jenny Craig and others use our research, but do not refer clients for weight loss Large commodity growers use our research, but may send in-house advisors to growers and producers Where Do We Go From Here? Promote between programs! • Our lives, our land and our economy are interdependent. Where Do We Go From Here? Promote between programs and counties! • “If you like this program, you’re bound to love that program, too!” • Many residents live, work and travel across counties. Know and promote border county programs. • Residents talk to others. Customers often assume programs are similar between counties. Where Do We Go From Here? Offer Superb Customer Service • Public or private, only organizations that successfully and consistently deliver the products and services they offer, time after time, will thrive. • Tell customers what they will get, deliver it as promised and thank them for their business. Remember, we have three types of customers. Where Do We Go From Here? Sell What Makes Extension Different! Tell old and new clients that Extension offers: • research-based education and practical solutions to complex problems, • for free or at an affordable cost, • in their own community. We are unique and good at what we do. Customers like winners; sell our strengths! Action Steps • Check out the marketing resources at www.cals.ncsu.edu/agcomm/resources.html for ideas, guidance and other tools. • Learn more about who is interested in your topic. Read the survey profiles in the Toolkit. • Learn the revised mission, new goals and elevator pitches. • Read the revised Style Manual. Marketing Summary Marketing encompasses everything from statistical analysis of your customers and programs to how you answer the phone and talk about your programs. Marketing helps your customers find what you have to offer. Because Extension exists to serve the people of North Carolina, marketing it part of how we meet our mission. It’s everyone’s job!