Relationship Marketing: Roles for Extension Advisory Leaders

Presented by: Eric Kaufman, Virginia TechKristina Ricketts, University of KentuckyJeff Ripley, Texas A & M University

SEAL Program History

Extension specialist in southern region shared idea for regional advisory leadership conference

2001 - 1st SEAL conference 80 Extension faculty & volunteers

2003 – 2nd SEAL conference10 states representedRelationship Marketing curriculum shared by Judy Groff

Additional conferences in 2005 & 2009Currently focusing on more online delivery

Relationship Marketing: Roles for Extension Advisory Leaders

Presented by: Eric Kaufman, Virginia TechKristina Ricketts, University of KentuckyJeff Ripley, Texas A & M University

Relationship Marketing Basics

Success in Extension is often due to loyalty of committed volunteers, participants

Relationship marketing (RM): the process of attracting, maintaining, and enhancing relationships with key individuals over time

High-touch, person-to-person communicationOne of the most powerful marketing techniquesVery time-consuming

Relationship Marketing Basics

Forming constructive relationships with stakeholders is important for long term successMore important than acquiring widespread public awareness

Relationship marketing helps you strengthen your relationship with your target audienceApplication: If Extension wants to build relationships with

new/diverse audiences, need to develop mutually beneficial relationships

A basic understanding of diversity is important

The Difference of RM

In RM, once your program takes off, you intend to be there for the “long haul”Unlike a short term project or grant – which leads to

a lack of confidence in some agenciesExtension needs to prove they are different than

these other agencies

What do you think?

Considering the fundamental need we have within Extension to market ourselves more

effectively, how is RM different?

What different roles and activities would be involved within RM as opposed to general

marketing?

Customer Retention Marketing (CRM)

Considered the foundation to relationship marketing

Within Extension, the goal of CRM is to convert the target audience into loyalists, enthusiasts, advocates and donors

There are five (5) basic steps

Customer Retention Marketing (CRM)

Step 1: Identify the diverse audience you desire to build a relationship withKey questions (to consider):

What does this audience know about Extension and/or your programs?

How does this audience feel about Extension and/or your program (positive or negative)?

What needs does this audience have that your program can meet?

Customer Retention Marketing (CRM)

Step 2: Determine audience relationship with ExtensionIf they know about Extension and have favorable feelings,

maintain your relationship through mailings, social media and flyers

If they know about Extension and have negative feelings, need to work on changing the negative image before building trustWork on providing information, promotion, “value added”Once perceptions are changed, work on building relationships

Customer Retention Marketing (CRM)

Step 3: Identify audience assetsUtilize assets of individuals/institutions to

assist with your programsEncourage short-term/long-term

volunteer assignmentsInteraction assists in building

program ownership, fosters additional participation

Customer Retention Marketing (CRM)

Step 4: Actively solicit increased participation of community membersAssists in fostering greater program loyaltyTo increase/maintain involvement, volunteers need to

clearly understand the ongoing benefits of the program

Customer Retention Marketing (CRM)

Step 5: Diversify support from community membersLoyal individuals are more likely to advocate for the

programMore likely to donate resources, time to something

they believe inExamples: donations of resources/money, advocacy

roles, collaborations, etc.

Advisory Leader Roles

AmbassadorsDoor OpenersCultivatorsSolicitors

Ambassadors

A role for lots of leadersSpreading the word is the focusEnjoy networkingMake people curious to learn moreExude enthusiasmProvide internal communication

Ambassadors Case Study

YouTube Marketing Ambassadors

Ambassadors for Extension

Virginia Cooperative Extension Leadership Council

Supporting Ambassadors

Use appreciative inquiryKeep them “in the know”Provide talking pointsShare storiesDevelop their storytelling skills

Door Openers

Work behind the scenesProvide contact and profile information about

key leadersLend their name for influence“Not what you know, but who you know”Example:

Will call the critical person with request

Supporting Door Openers

Respect their role and their timeMake use of social media tools (e.g., LinkedIn)Check in from time to time to discuss what doors

need opening and how they might helpReciprocate by introducing them to others

Cultivators

Every Extension program has these type of people…they are the social magnets!

Cultivators help stakeholders:Feel comfortable and welcomeSee the passion that our volunteers and clients have

for ExtensionBegin their interaction with Extension positively

Cultivators

Have a broad social circleKnow somebody that knows somebody….Are great hostsOften do not feel comfortable making the “ask”,

or making a formal presentation

Supporting Cultivators

Provide them with basic information about programsGive them the opportunity to plan and coordinate an

event for stakeholdersDon’t put them in uncomfortable situations or roles

that they do not enjoy: Keep their roles informal and social in nature.

They warm the crowd up for the next group of leaders.

Solicitors

Makes the “ask” and is usually successfulHigh risk so want all questions answeredNeed to be very well informedExample:

Advisory leaders go with Extension Administration to Washington to make visits to Congressmen at their offices.

Solicitors

Might be…:Advisory Board MembersCommodity Group LeadersPartnersClientele

But will always be articulate and respected individuals with a passion for Extension.

Supporting Solicitors

We must make sure that Solicitors:Have impact dataAre clear on talking pointsHave all potential questions answeredCan articulate the value of Extension in terms that a

stakeholder appreciates

Cautions for Extension

Don’t send Solicitors on doomed missionsDon’t send Solicitors without exhaustive

informationDon’t overuse a Solicitor, they only have so

many “Green Stamps” to redeem. Take advantage of their relationships, but DO NOT abuse them.

Important Considerations

RM is time consuming, but one of the most effective marketing techniques

RM is a process, not a one-time eventTo be effective, you must develop a relationship

with your audience over timeNeed to build strong community networks that promote

our programs – far beyond small workshops, community meetings

Must be more holistic

Questions?

References

Goff, J. (2003). Ramping up for successful councils: Relationship marketing. Strengthening Extension Advisory Leaders curriculum. Available at: http://campus.extension.org/mod/book/view.php?id=16265&chapterid=12678.

Guion, L.A, Kent, H., & Diehl, D.C. (2010). Relationship marketing: A strategy for marketing programs to diverse audiences. Extension publication (FCS9224), University of Florida IFAS Extension: Gainesville, FL. Available at http://edis.ifas.ufl.edu/fy759

To Contact for More Information:

Eric Kaufman, Virginia Tech ekaufman@vt.edu

Kristina Ricketts, University of Kentuckyk.ricketts@uky.edu

Jeff Ripley, Texas A&M University j-ripley@tamu.edu

SEAL Program

Strengthening Extension Advisory Leaders site: http://campus.extension.org/course/view.php?id=595

Contact Eric Kaufman, EKaufman@VT.Edu