Shared FCS agent Budget cuts at the county level No plan for county fund solicitation YouTube, etc. easy ways to find Test/Demo kitchen updating gardening advice Limited funding for new marketing No time to be proactive have to be – resources (branding) reactionary due to differing priorities No content strategy for social media between county, university, key partners, etc. Determine Marketing Assets Understanding what resources already and can be leveraged is key to marketing success. That said, your primary marketing channels should connect with your target audiences as best as possible. Awareness of external assets is also important. “paid” Review the list below and add any additional assets that may be unique to your county, based on partnerships and relationships. You may wish to cross out assets that do not apply to your situation. Channel Considerations Advantages Evaluation Cost Email What lists do you have? Easy to Analytics are Very low Are they up-to-date? segment. Easy readily cost unless Can you partner with to follow up. available. you are other groups to utilize With some Track purchasing their lists? Is purchasing email systems interests a list. a list an option (e.g. you have down to the newspaper subscriber options like person. lists, other paid lists)? push-to-open. Online Marketing Do you want to drive DIY campaign Works well Low to traffic to your website or building with with Google moderate, an online event social and Analytics. but easily registration page? Easy controlled to identify with pre-set audiences with budgets. demo, geo and interest targeting. Social Media Does your audience use Relationship Easy to track Low, but social? sites? What building. Event time platforms are available? interest and consuming. Do you have staff to registration. commit to social?
Shared FCS agent No plan for county fund solicitation Test/Demo kitchen updating Limited funding for new marketing resources (branding) No content strategy for social media Budget cuts at the county level YouTube, etc. easy ways to find gardening advice No time to be proactive – have to be reactionary due to differing priorities between county, university, key partners, etc. Determine Marketing Assets Understanding what resources already and can be leveraged is key to marketing success. That said, your primary marketing channels should connect with your target audiences as best as possible. Awareness of external “paid” assets is also important. Review the list below and add any additional assets that may be unique to your county, based on partnerships and relationships. You may wish to cross out assets that do not apply to your situation. Channel Considerations Advantages Evaluation Cost Email What lists do you have? Are they up-to-date? Can you partner with other groups to utilize their lists? Is purchasing a list an option (e.g. newspaper subscriber lists, other paid lists)? Easy to segment. Easy to follow up. With some email systems you have options like push-to-open. Analytics are readily available. Track interests down to the person. Very low cost unless you are purchasing a list. Online Marketing Do you want to drive traffic to your website or an online event registration page? DIY campaign building with social and Easy to identify audiences with demo, geo and interest targeting. Works well with Google Analytics. Low to moderate, but easily controlled with pre-set budgets. Social Media Does your audience use social? sites? What platforms are available? Do you have staff to commit to social? Relationship building. Event interest and registration. Easy to track Low, but time consuming.