The Ability to Relate: Assessing the Influence of a Relationship Marketing Strategy and Message Stimuli on Consumer Perceptions of Extension

Extension professionals are encouraged to market their programs and their organizations, but one of the most important marketing resources--their relationships--could be overlooked. The exploratory study reported here assessed the influence of a relationship-oriented marketing strategy and specific message stimuli on consumer perceptions of a statewide Extension service. A set of two focus groups, comprised of members of the general public, was utilized. Probability samples were generated using a predetermined sampling frame based on demographic variables. Results of the study showed that the user-focused marketing concepts resonated with participants, providing support for a message strategy focused on a two-way communication approach.