Marketing is not a new process for Cooperative Extension. Cooperative Extension has offered quality educational programs and made marketing decisions to satisfy the needs of clientele, decision makers, and the general public since 1911. The actual choice is not whether to practice marketing but whether to practice it through a planned, consistent approach or through an unplanned fragmented approach.

Programs are our organizational products. We exist to meet the needs of our clients. Brilliant promotion will only speed the demise of inferior programs by showcasing programmatic weaknesses to the media, decision makers, clientele, and the general public. Cooperative Extension's survival depends upon this balance.

The Secrets of Success in Marketing

1.	Marketing efforts must be holistic in promoting Cooperative Extension along with each program area. When possible, Cooperative Extension should be promoted first and the program area second. Many past marketing efforts have been very successful in raising the visibility and credibility of different programs but have failed to tie in Cooperative Extension as the parent organization.
2.	Involve all paid and volunteer staff in the planning, implementation, and evaluation of the marketing program. A plan is only a road map. The success of any marketing plan relies on commitment of staff and administration. The keys to success involve positive open leadership and the willingness to share the marketing program. With proper leadership and enthusiasm, passion for marketing will permeate and filter throughout Cooperative Extension. Total staff commitment will result in quality control for all marketing efforts. The marketing program must be viewed as an investment in the future not as an unnecessary expense in the form of another responsibility.
3.	Put relationships to work. While many marketing efforts promote visibility with new audiences through media exposure, don't overlook "people power!" By putting relationships to work, we will be able to stay in touch with individuals and organizations which will play pivotal roles in Cooperative Extension's future. By transforming these key individuals and organizations from a state of indifference to that of commitment to Cooperative Extension, the future can become more secure.
4.	Develop a marketing plan with specific objectives and a clear target audience in mind. Each component of a good marketing plan should:
	A.	Clearly identify the target audience.
	B.	Identify the response you want to achieve from the target audience:
			Knowledge
			Preference
			Commitment
	C.	Develop specific messages with measurable objectives. Consider the following:
			What?
			How?
			When?
			How Often?
			Who is Responsible?
	D.	Choose the delivery methodology appropriate to the plan. Methodology may include a planned series of face to face meetings, group meetings, mass mailings, publications, and electronic media. Choose the correct method appropriate to the depth of understanding and/or change desired, the time available, and the financial budget.
5.	Encourage enthusiasm, creativity, and flexibility in your marketing program. Well trained and competent staff members must be constantly encouraged to use their creativity and imagination to try new approaches in meeting clientele needs and promoting Cooperative Extension. Staff should never miss an opportunity to market Cooperative Extension.
6.	Good product marketing must be a part of the overall plan. Marketing oriented practices should be integrated with the program planning and evaluation process. Educational programs should be developed with:

	1.	An identified target audience and its needs in mind.
	2.	An awareness of the competition an dour unique position among competitors.
	3.	A program strategy that includes positioning, pricing, and effective promotion of the program.