Transcript Marketing Cooperative Extension:

Marketing
Arizona
Cooperative Extension:
The Logic Model Approach
(and more)
Marketing consists of the strategies
and tactics used to identify, create
and maintain satisfying
relationships with customers that
result in value for both the
customer and the marketer.
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Marketing?
Public Relations?
The agendas of public relations
and marketing are different.
Marketing is interested in the market —
consumers and demand.
Public relations is interested in relationships—
reducing conflict and improving cooperation.
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Good public relations will create a
healthy environment for
marketing. But simply providing
technical support for marketing is
not the same as good public
relations.
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Marketing consists of the strategies
and tactics used to identify, create
and maintain satisfying
relationships with customers that
result in value for both the
customer and the marketer.
www.knowthis.com
Who’s the Customer (Audience)?
That Depends…
Stakeholders
Clientele
Ourselves
Reporters
Strategies and Tactics
Strategies--the direction the marketing effort
will take over some period of time
Tactics--actionable steps or decisions made
in order to follow the strategies established.
If a strategy is to provide education to a new market (such
as the exurban), the tactics may involve the marketing
decisions made to carry this out.
Identify - Arguably the most important
marketing function involves efforts needed
to gain knowledge of customers,
competitors, and markets.
Marketing
Arizona Cooperative Extension
What’s the Goal?
Competition forces marketers to be
creative people.
Who are we competing against?
Maintain
Today's marketers work hard to insure their
customers return to purchase from them again.
Marketing success is evaluated not only in terms
of sales figures but also by how long a marketer
can retain good customers. Consequently,
marketers' efforts to attract customers does not
end when a customer makes a purchase. It
continues in various ways for, hopefully, a long
time after the initial purchase.
How does this relate to extension work?
Satisfying Relationships
A key objective of marketing is to provide
products and services that customers really
want AND to make customers feel their
contact with the marketer is helping to build
a good relationship between the two.
In this way the customer is made to feel as if
she/he is a partner in the transaction not just
a source of revenue for the marketer.
Once the new venture is launched
innovation does not end.
Competitive pressure is continually felt by
the marketer, who must respond by devising
new strategies and tactics that help the
organization remain successful.
What’s the Desired Outcome?
Start from the end
Does this sound familiar?
The Arizona Cooperative Extension logic
model contains six components with InputsOutputs-Outcomes central to the built-in
response to the model
http://ag.arizona.edu/extension/pda/logicmodel/whatis.html
Situation: The context and need that gives rise
to a program or initiative; logic models are
built in response to an existing situation.
Marketing materials are built-in response to an
existing situation (or should be)
Inputs: The resources, contributions, and
investments that are made in response to the
situation. Inputs lead to Outputs.
Focus groups, surveys of communication
needs, publication production (including
Writing, image gathering, design, layout and
printing)
Outputs: The activities, products, methods,
and services that reach people and users.
Outputs lead to outcomes.
Distribution of marketing materials
Outcomes: The results and benefits for
individuals, groups, agencies, communities
and/or systems.
Marketing assessment of effectiveness of
materials
Environment: The surrounding environment
in which the program exists and which
influences the implementation and success of
the initiative, including (but not limited to)
politics, climate, socio-economic factors,
market forces.
Who’s the target audience?
Who’s the Customer (Audience)?
That Depends…
Stakeholders
Clientele
Ourselves
Reporters
Assumptions: The beliefs we have about the
program, the participants and the way we
expect the program to operate; the principles
that guide our work, Faulty assumptions may
be the reason we don't achieve the expected
outcomes.
Maybe the brochure isn’t what you need.
Constantly Revisit “Message”
Staff turnover
Legislative term limits
Shifting media markets
The 1 x 3 x 3 method
One main message
– Three messages about this
– Three messages from each of these three
22 Immutable Laws of Marketing
Law of the Category
If you can’t be first in a specific category,
set up a new category (and be first in it)
Law of Perception
Marketing is not a battle of products, it’s a
battle of perception
Law of Focus
The most powerful concept in marketing is
owning a word in the prospect’s mind.
What’s our word?
Resources
The Tipping Point
22 Immutable Laws of Marketing
University of California: Marketing
Cooperative Extension at the Local Level
Texas A & M Identity Guidelines
www.topstory.ca
www.knowthis.com
Marketing
Arizona Cooperative Extension
What’s the Goal?
Who are we competing against?
What’s our word?