Content Marketing What resources are A natural fit for Serve content No cost, but already available that Extension. online and time you can repurpose? Do track link consuming. you enjoy creating clicks. original content? PR Do you have a Harder to No cost for relationship with media? objective track unless unless Is the media supportive coverage is you count events and of Extension in your more credible. media materials county? Are you trying Strong reach. mentions or are needed. to raise awareness or article size. Some educate? May impact materials web traffic available on positively. loan from Extension. Events Is the event well Face-to-face On-site data High. Event attended by your contact; collection materials audience? Are there opportunity to (sign-ups, and promos highly visible give something booth traffic, (some opportunities for a meaningful etc.). available on presence? away loan from Extension). Signage. Advertising Will the right people see In rural Monitor High. Costs your ad? Where/how do counties, source traffic vary. your key audiences traditional to website. consume info (specific media still has Re-targeting websites, social, merit. In urban opportunities publications, etc.)? counties, more with digital options exist. ads. Direct Mail; Fliers Do you have a mailing Local mail may Harder to Low to list? Can you buy one? get more track unless moderate. Is there a place to hand attention than you utilize a out fliers (and do you unfamiliar/junk dedicated have permission)? mail. email response address. Sponsorship/ Can you co-sponsor a Local charities Hard to track Varies. Partnership popular event? Are and sports partners willing to allow teams may lend you a presence at their you some events? goodwill in the community COUNTY-specific Radio station Free; only Tactic has listener one metrics time to Weekly Radio record Interview with DJ segment Ralph (WKMI) and
Content Marketing What resources are already available that you can repurpose? Do you enjoy creating original content? A natural fit for Extension. Serve content online and track link clicks. No cost, but time consuming. PR Do you have a relationship with media? Is the media supportive of Extension in your county? Are you trying to raise awareness or educate? objective coverage is more credible. Strong reach. Harder to track unless you count media mentions or article size. May impact web traffic positively. No cost for unless events and materials are needed. Some materials available on loan from Extension. Events Is the event well attended by your audience? Are there highly visible opportunities for a presence? Face-to-face contact; opportunity to give something meaningful away On-site data collection (sign-ups, booth traffic, etc.). High. Event materials and promos (some available on loan from Extension). Signage. Advertising Will the right people see your ad? Where/how do your key audiences consume info (specific websites, social, publications, etc.)? In rural counties, traditional media still has merit. In urban counties, more options exist. Monitor source traffic to website. Re-targeting opportunities with digital ads. High. Costs vary. Direct Mail; Fliers Do you have a mailing list? Can you buy one? Is there a place to hand out fliers (and do you have permission)? Local mail may get more attention than unfamiliar/junk mail. Harder to track unless you utilize a dedicated email response address. Low to moderate. Sponsorship/ Partnership Can you co-sponsor a popular event? Are partners willing to allow you a presence at their events? Local charities and sports teams may lend you some goodwill in the community Hard to track Varies. COUNTY-specific Tactic Weekly Radio Interview with DJ Ralph (WKMI) Radio station has listener metrics Free; only one time to record segment and
Urban_Sample-Local-Marketing-Plan_NCCE.docx