What is Marketing?A BRIEF OVERVIEW FOR COOPERATIVE EXTENSIONMarch 2008

Marketing DefinedThere 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 DefinedMarketing 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 itselfMedia relations, public affairs, advertisingStakeholder and funder relationsStrategically 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 MarketingProgram Goods or services (programs) and their benefitsPrice Cost for goods or services, e.g. money, time, travelPlace Location (place, Web), also time of day/week/yearPromotion Activities designed to publicize programs/servicesKnow the 4Ps for every program or service you offer!

What We Have Done:Environmental AnalysisEnvironmental 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 SystemsEnvironmental Stewardship and Natural Resources ManagementEnergy Conservation and AlternativesEmergency and Disaster Preparedness

Environmental Analysis > ResponseUpdated GoalsWorkforce and Economic DevelopmentCommunity, Leader and Volunteer Development

Environmental Analysis > ResponseUpdated Goals Healthy Weight and Chronic Disease PreventionLife Skills and ParentingYouth and Adults Achieve Educational Success

What We Have Done: Retail Customer SurveyCapture 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 > FindingsHigh interest in Extension topicsLower retail name recognition than expectedPreference for direct mail, TV, Web and newspaper sourcesHigh growth potential in urban areas, with Hispanic audiences and for environmental topics

What We Have Done: Organizational Data AnalysisERS 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 environmentBusinesses Private or public organizations seek education or technical assistance for themselves or their employeesStakeholders Federal, state, county, municipal, corporate and private funders, supporters and advocates

Where Do We Go From Here?Know Your Organization!State benefits your competitors cant claim.Lack of profit motive makes us affordableUnbiased, third-party research makes us trustworthy101 locations are accessible, locally relevant93-year history shows commitment, long-term valueHigh-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 versaJenny Craig and others use our research, but do not refer clients for weight lossLarge 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, youre 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 SummaryMarketing 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. Its everyones job!