After developing your basic organizational marketing philosophy, materials, and structure and implemented an internal marketing program, you are ready to develop an external marketing program.

Critical to the success of any marketing program are clear marketing objectives. You must identify the desired response from your target audience before beginning your program. The Relationship Marketing Model, Model 1 adapted from "The Communication Process in Marketing," developed by the Barton-Gillet Company, describes how to communicate with target audiences to gain desired responses. The model related two simple concepts: methods of communication and marketing objectives.

Along the side of the model are methods of communication which make up the marketing mix necessary to meet the marketing objectives. Methods of communication, include:

• Mass Media--The organization may or not initiate the communication. The ultimate editorial control rests outside the organization.
• Targeted Media--The organization initiates and has total control of the communication.
• Relationship Marketing--The organization initiates this high-touch, person-to-person communication. Relationship marketing is the most powerful and time-intensive method of communication. Relationship marketing reaches target audiences through involvement in such group activities as volunteer leadership, Cooperative Extension membership, and participation in educational meetings and through personal contact by staff, volunteers, or clientele. The Cooperative Extension organization was built on relationship marketing. Our organizational survival is dependent on our skill and ability in relationship marketing with elected officials, media representatives, traditional clientele, and new clientele groups.

The methods of communication are grouped under each marketing objective with percentages assigned to each. These percentages provide rough guidelines for developing a marketing mix for each objective. Analyze the model and choose the most effective marketing mix to satisfy your marketing objective. For example, if your objective is knowledge, mass media and targeted media are the best forms of communication. If your objective is commitment, relationship marketing and targeted media are most effective.

Methods of Communication	Marketing Objectives
Mass Media television radio newspaper magazines Targeted Media direct mail newsletters video tapes audio tapes software printed matter advertisement Relationship Marketing personal involvement --affiliation --volunteer leadership --educational meetings --special events personal contact --by staff --by legitimizers