Developing a Simple Four-Step Marketing Plan for Extension Programs

To develop an effective marketing plan, you must match the needs of the various audience subgroups with the attributes of whatever you are trying to promote. We are all familiar with the benefits of advertising, but advertising is only part of a promotional plan. The idea behind marketing is to lead the consumer through the four stages that lead to purchase: awareness, interest, knowledge, and behavior. To successfully do this, you must (1) conduct an audience inventory, (2) define your goals and specify your objectives, (3) decide on the nature of your message, and (4) decide on the appropriate media.