Four audiences at which you may wish to target your organizational marketing efforts include:
General Public
Cooperative Extension must maintain a basic level of credibility and visibility
with the general public in order to receive local, state, and federal funding.
The marketing objective is knowledge and the method of communication focuses
on mass media, targeted media, and clientele. General public should be randomly
surveyed on a regular basis to get a benchmark and to check progress.
Clientele
Potential clientele groups are targeted and their educational needs are
thoroughly analyzed and addressed by marketing the educational program.
However, this is not where your marketing efforts should stop. Clientele
must be cultivated, recognized, and pampered through highly personal relationship
marketing. One of your most valuable resources are knowledgeable, satisfied,
and loyal clientele and volunteers. The marketing objective is commitment,
and methods of communication focus on relationship marketing and targeted
media. The goal is to turn clientele into marketing staff.
Media Representatives
Media representatives are the gatekeepers of your mass media marketing efforts.
Strong relationships must be built in order to gain access to mass media.
The marketing objective is commitment. The methods of communications are
relationship marketing reinforced with targeted media.
Decision Makers
Federal, state, and local decision makers impact your organizational health
on an annual basis. Your survival rests on their perception of your effectiveness
in meeting critical educational needs. The marketing objective is commitment.
The methods of communication are relationship marketing reinforced by target
media and mass media.
