VCE MARKETING IS EVERYONE

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VCE MARKETING IS EVERYONES JOB

• Cathy M. Sutphin, Ph.D.

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Overall Goals of the Marketing Process

• Provide high quality, relevant educational
  programs that meet local needs
• Communicate the availability of these programs
• Get the support needed to implement and evaluate
  these educational programs
• Provide documentation to our stakeholders

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Why Market?

• Marketing is an integral part of the programming
  process
• An effective marketing effort creates, maintains,
  and enhances constructive relationships with
  people who can influence our future

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Marketing Includes

• Communicating the VCE image consistently to
  customers, decision makers, media, and the
  general public
• Understanding that a positive image depends on
  high quality programs and effective faculty
• Being aware of trends that affect our clientele

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• Planning and implementing relevant, timely
  programs that are based on identifiable needs of
  our clientele
• Communicating impacts and results to appropriate
  stakeholders and decision makers
• A team effort involving faculty, staff, ELC
  members, supporters, and other volunteers

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Three Components of Marketing

• Marketing the Organization
• Marketing the Educational Programs
• Developing Relationships

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Marketing the Organization

• Creating an awareness of VCE, its capabilities,
  and the impact of our programming efforts

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We Should

• Promote VCE along with each program area. VCE
  should be promoted first and the program areas
  second
• Involve faculty and volunteers in planning,
  implementation, and evaluation of the marketing
  program
• Encourage enthusiasm, creativity, and flexibility
  in our marketing efforts

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Marketing the Educational Programs

• Designing and constantly improving educational
  programs to satisfy the needs of our clientele,
  consistent with the mission of VCE

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Educational Programming Is The VCE Product

• Educational programs should be developed with
• An understanding of current issues
• The identification of the target audience and
  their needs
• An awareness of our competition and what our
  advantages are over them
• A positioning strategy
• An evaluation component

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Developing Relationships

• Developing, maintaining, and expanding
  constructive relationships with key decision
  makers, community leaders, volunteers, clientele,
  staff, and the local media and then putting those
  relationships to work

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Develop a Program Marketing Plan Which Includes

• Clearly defined target audiences
• The response desired knowledge, preference,
  commitment
• Specific messages with measurable objectives
  What is the educational goal? How will it be
  achieved? What results can be expected? How
  often? Who is responsible?
• Marketing techniques which match
• the plan

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VCE Strengths

• Faculty
• Closeness to the people
• Network of volunteers
• Research base of our programs
• The Land-Grant system
• Ability to change
• Access to media

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Marketing Strategy

• Product
• Price
• Promotion
• Place/Distribution
• People

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Evaluate Your Marketing Effort

• Look at the marketing mix (5 Ps)
• Look at the product delivery
• Look at the receptivity of the market
• Look at the impact of the product

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Hows Your Image?
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Creating a Positive Office Image

• Most Of Us Need Help In Seeing Things Through
  Another Persons Eyes

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Marketing Audit

• Everything About An Organization Talks

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Reference

• Arizona Extension Website
• http//ag.arizona.edu/extension