Univ. of Idaho Extension Marketing your “Living on the Land” Program Cinda Williams University of Idaho Extension LOL Training July 2008

6/14/20152 The key to your program's success is getting your audience in the door.

6/14/20153 Today you will:  Learn how to use various promotional strategies in marketing your LOL program  Learn tips for creating interesting and appropriate marketing materials to attract an audience to your program  Review current promotional materials to gain ideas of effective marketing

6/14/20154 Marketing Basics  Quality product  Effective promotion  Fair price  Strategic placement

6/14/20155 Promotion Everything you do to deliver the message about your product

6/14/20156 Understanding your product  Know how to use the curriculum  Know the benefits of the program  Identify your expected outcomes What are the expected outcomes for your program?

6/14/20157 Knowing your Audience Think outside the box  Segment the audience  Know the demographics  Surveys and extensive evaluation  Focus on customer relations What are their desired outcomes?

6/14/20158 Knowing Your Audience’s Needs  Current knowledge  Particular problems  General Goals

6/14/20159 Knowing the Habits of your Audience  Where do they live?  Where do they shop for farm supplies?  What types of newspapers, magazine or other print material do they read?

6/14/ Effective Promotional Methods  Direct Marketing  Advertising  Publicity  Customer Service Continuing Education: The Essentials Learning Resources Network (LERN)

6/14/ Direct marketing  Direct to the individual –Direct mail of registration brochure – Costs money, but high success rate  Mailing lists critical to effectiveness –This is a NEW audience  Timing is critical

6/14/ Advertising  Paid ads reaching audience through mass media  May draw more attention than press releases  Cost versus return rate  Might pay off with first time in-depth courses (LOL) or conferences

6/14/ Publicity  FREE reaching audience through mass media  and websites have rapidly joined newspapers, radio and TV  Identifying key placement for particular audience is essential

6/14/ Customer Service  Marketing All The Time, Everywhere.  Use this method – it is our strength! –Every related phone call –County fair –Public meetings or workshops  Past participants and guest speakers

6/14/ General Success Rates of Various Media Based on Private Industry Methods  Direct mail - 86%  Newspaper ads - 18%  Public relations (news releases, community calendars, feature stories, talk show interviews)- 14%  Business/trade/professional magazines - 13%  Television or radio - 4-5%

6/14/ Effective Promotional Mix Promotional Strategies Strategy How It Reaches People Program Cost Effort to Expend Direct marketing IndividualPaid for75% AdvertisingMassPaid for5 -10% PublicityMassFree10 -15% Customer service IndividualFree5%

6/14/ Tick-tock! Tick-tock!  Toss or keep: 4 seconds  Read now or later: 11 seconds  Start reading and determine if pertinent: 15 seconds  Look for a benefit of interest: 10 seconds

6/14/ Make it Catchy!  Effective art can increase readership by 50%  Color and design should support the main message  Color - if not full color, then try spot color  Legible, easy to read

6/14/ Speak to the audience…  Identify who should attend  Always emphasize benefits “LOL participants will learn a practical approach to land management”  Use the word “you” to personalize  Use simple, optimistic language and action verbs

6/14/ Market Affectively, not just Cognitively  Design promotional materials to create a “feeling” about the program  Attendees come for more than just new skills and knowledge What are other reasons they come?

6/14/ “You will meet other landowners who share your challenges and concerns in learning to become better land stewards.”

6/14/ Catch the Reader’s Interest  Include testimonials from previous attendees  Describe what participants will miss if they don't attend  Offer continuing education units  Include "Did you know?" facts

6/14/ Registration Information  Include all the details in promotions  May want to consider: –Accepting credit cards –Using PayPal (??) –Registration form on web  Offer incentives for early registration (rather than late penalties)

6/14/ The Marketing Budget  Need to separate your promotion and production costs to get a handle on marketing returns based on efforts  Many guidelines suggest 20-30% of budget should go into marketing.  LERN book says 10-15% of income

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6/14/ Promotional materials used by the 2007 Idaho Living on the Land Program

6/14/ Marketing Impacts (the rule) 40% - Offer the right product at the right price 40% - Reach your target audience segment 20% - Create effective promotions Developed by the late Ed Mayer, considered the "dean of direct marketing."

6/14/ Summary

You’re on your way to a successful Living on the Land Program! UNCE, Reno, NV