Texas 4-H MARKETING PROMOTION RECRUITMENT

Marketing Everything about the organization that someone hears reads sees When you think of marketing, what comes to mind? What do you think of? If I went around the room and asked for your thoughts, we would have many different things to say about the concept of marketing. I recently heard that marketing is really bigger than what we originally think. It is more than advertising because it includes everything that a person sees, reads and hears. And that includes the things you hear from your friends and neighbors. Or what they share on social media that you read. Again, marketing includes everything we hear, see, and read.

Promotion Using information to generate interest in an organization a product an event Promotion is a type of marketing that uses information to generate interest in an organization, a product, or an event. In our case, the organization is 4-H, the product is a productive citizen, and the event is whatever we have going on where we want an audience.

Recruitment Growth New members More volunteers Recruitment is an objective of using marketing strategies and promotion techniques in order to grow the 4-H program. It is the ultimate reason we market and promote our program.

Three Specific Purposes Capture their attention Understand our purposes and goals Join the program and participate Nevertheless, when we talk about marketing, promotion, and recruitment, we can drill down to three specific purposes for using various strategies. -We want to capture the attention of our targeted audience. - Wow -We want the target to appreciate our purposes and goals and to want to be a part of the 4-H program. – Understand/Grasp -We want to encourage our target to join the 4-H program and develop life skills through the process of participating. - Act

Budget Friendly Flyers Newsletters Press releases Posters Exhibits Social media Brand presence Design Network Partnerships Build relationships Community involvement Train and use membership I think the “how we do that” is the bigger question or problem that we face. We always think of big budgets when we think about marketing strategies and we know that we don’t have big budgets. But as we talk about strategies, let’s name some things that you do and are already familiar with. Have the group name things they do. They will probably name flyers, newsletters, press releases, posters, exhibits, radio, social media. Let’s spend some time talking about how these can be made better – maybe. Always go back to the brands: 4-H and Texas A&M AgriLife Extension. Both have recognizable brands and should be used whenever possible. The link between Texas A&M and the 4-H clover could provide a bridge to people who don’t understand the connections between the county Extension office, TAMU, and 4-H. The brands could also provide a bridge for action – joining the program. We really don’t have time to spend on the design element of flyers or posters but you should think about that when putting something together to use this way. The one thing, I will say is that you don’t want it to be so wordy that you lose people’s attention before they even get started reading. Partnerships are a strategy for marketing and building partnerships with a high school or college graphic design program or even a business could benefit you when designing flyers and posters. Now that I have mentioned partnerships……….. What are some partnerships that could be beneficial to your 4-H program? -schools/administration/teachers -libraries/librarians -media – TV/radio/newspaper – reporters -Extension groups; TEEA, Master Gardeners -local businesses; Tractor Supply, Joann’s Frabic specialists in specific fields – photography, technology, etc. Building partnerships is really all about building relationships and those relationships will be different from person to person. But since most of us are part of an office staff, we can use our strengths and interests to build relationships with people and businesses who are like minded and who want community youth to succeed. 4-H should be involved in the community. We should not always be asking for support without being willing and available to give back. Being involved can look different from community to community depending on the people and community. What are some needs in the community that 4-H members can identify and assist with. -fair grounds cleanup -reading hour at the library -square cleanup/beautification -parade entries -food pantries/clothing closets And don’t forget to make sure that your members know about the program so that they can be a walking and talking billboard for 4-H. Every 4-H member has a story and should be comfortable in sharing it with people. Stories don’t just belong to the rich and famous. Every former 4-H member can share how 4-H helped to shape them into the person they are now. We all have a story. Are we willing to share it with people? We need to use 4-H stories to help people know about the 4-H program.

Seven Strategies Define the target audience Determine desired outcome Develop the materials Utilize social media Maintain an internet presence Showcase members and tell their stories Develop relationships/partnerships As we bring all of the discussion together, we can make a short list of marketing and promotion strategies that could benefit the 4-H program. -Define the target audience. We should remember when talking with youth or adults that we have two different audiences that have different interests, concerns and questions. And we should plan to address them with those differences in mind. -What is the outcome or objective that we are wanting? Identifying this will help in planning and coordinating the efforts. -Develop the specific materials to move us toward the objective. -Social media is here and many of our target audience is using it. We need to get comfortable with it and utilize as appropriate. Ask a member to provide leadership when we cannot. -Get on the internet so that your people can find you at their convenience. -Showcase members -Cultivate relationships and develop partnerships Marketing and promoting the 4-H program should become something that we always do because we believe in the program.