Permanent Link: http://ufdc.ufl.edu/IR00003355/00001
 Material Information
Title: Relationship Marketing: A Strategy for Marketing Programs to Diverse Audiences
Physical Description: Fact Sheet
Creator: Guion, Lisa A.
Publisher: University of Florida Cooperative Extension Service, Institute of Food and Agriculture Sciences, EDIS
Place of Publication: Gainesville, Fla.
Acquisition: Collected for University of Florida's Institutional Repository by the UFIR Self-Submittal tool. Submitted by Melanie Mercer.
Publication Status: Published
General Note: "Original publication date September 2005. Revised June 2010."
General Note: "FCS9224"
 Record Information
Source Institution: University of Florida Institutional Repository
Holding Location: University of Florida
Rights Management: All rights reserved by the submitter.
System ID: IR00003355:00001

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Lisa A. Guion, Heather Kent, and David C. Diehl2 The success of Extension programs is due to the loyalty of committed participants, volunteers, and lay leaders, as well as support from local decision makers and elected officials. Since its inception, Extension has been fostering those relationships with core constituencies. Unfortunately, in some cases, these core constituency groups did not include people of color or limited-resource audiences. If Extension is to truly build relationships with these diverse audiences, time and attention must be invested in establishing mutually beneficial relationships. A basic understanding of diversity is crucial when developing strategies for relationship marketing. Marketing, in general, means publicizing your name, program, and service to your target audience. Relationship marketing involves the use of Relationship marketing is the process of attracting, one-on-one communication to earn the loyalty of maintaining, and enhancing relationships with key your target audience. While personal marketing individuals over time. Current research in the field of (discussed in EDIS fact sheet, FCS9222, marketing indicates that forming constructive relationships with select target customers is more ) helps you to get your message important for long-term success than acquiring across in a way that will be better received, widespread public awareness within a community.relationship marketing helps you to strengthen your relationship with your target audience (DeYoung, B. & Boldt, 1998). Relationship marketing is high-touch (as opposed to high-tech), person-to-person 1. This document is FCS9224, one of a series of the Family Youth and Community Sciences Department, Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, University of Florida. Original publication date September 2005. Revised June 2010. Original written by Lisa A. Guion, former faculty member and Heather Kent, former Extension agent. Revised by David C. Diehl. Visit the EDIS Web site at http://edis.ifas.ufl.edu. 2. Lisa A. Guion, former faculty member, Department of Family, Youth and Community Sciences; Heather Kent, former Extension agent; David C. Diehl, Assistant Professor, Department of Family, Youth and Community Sciences; Florida Cooperative Extension Service, Institute of Food and Agricultural Sciences, University of Florida, Gainesville, FL 32611.


Relationship Marketing: A Strategy for Marketing Programs to Diverse Audiences 2 communication, and it is the most powerful and time-consuming marketing technique. Relationship marketing suggests that once your program takes off, your intentions are to be there for the long haul (not just while you have a targeted grant, as may have been the case with many other programs in the community). Diverse communities are accustomed to the short attention span of programs that come in, make a lot of promises, then leave after one or two years when their grants run out. Consequently, many lose confidence in organizations and agencies. We must show our audiences how Extension is different, and that we are committed for the long-term. Customer Retention Marketing (CRM) is the foundation of relationship marketing. In Extension, the goal of CRM is to convert the target audience into loyalists and loyalists into enthusiasts, advocates, and donors. This can be accomplished by following these steps: You will first need to identify the diverse audience with whom you wish to build a relationship. Then you will need to find out the answers to key questions: What does this audience know about Extension and/or your program? 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? If they know about Extension and your program, and have favorable feelings towards it, then you will have to maintain a good relationship with your audience by keeping in touch with them through impersonal marketing techniques like mailings, flyers, and so on. If they know about Extension and/or your program, but have negative or indifferent feelings towards it, then you will need to change this negative image before you can build trust. If the audience does not know much about Extension and/or your program, then you must inform them. This can begin to happen when you apply technique of personal marketing, with special emphasis on promotion and price. ( are covered in EDIS fact sheet FCS9222, .) Identify the assets that individuals or institutions in the diverse audience possess. Use the assets of these individuals and institutions to carry out your programs. Volunteers can have shortor long-term assignments. These experiences help build program ownership and foster even more participation. (EDIS fact sheet FCS9225, deals specifically with how to identify the individual and/or institutional assets of diverse audiences.) Actively solicit the increased participation and involvement of community members to foster greater loyalty to the program. To increase and maintain involvement, community members will need to be able to identify the ongoing benefits of the program. Encourage greater support from community members. Loyal individuals are more likely to advocate for the program and/or donate resources to the program. Each of these steps takes time and attention. Relationship marketing must be nurtured. Relationship marketing is one of the most time-consuming but effective strategies for marketing Extension programs. Relationship marketing is a process, not a one-time event; clientele must


Relationship Marketing: A Strategy for Marketing Programs to Diverse Audiences 3 understand that you are committed long-term and that they can depend on you to provide education. To be effective, you must establish a relationship with the audience you are targeting by making a connection with them over time. In order to build a relationship, as with any other relationship in life, Extension needs to be constantly in touch with its audiences. By making a connection with diverse audiences, Extension can build strong community networks that promote the programs we market beyond the limited scope of small workshops and community meetings. DeYoung, B., & Boldt, W. (1998). Ithaca, NY: Cornell Cooperative Extension Marketing Manual. Guion, L. A., Goddard, H. W., Broadwater, G., Chattaraj, S., & Sullivan-Lytle, S. (2003). Gainesville, FL: Florida Cooperative Extension, University of Florida.