Education is a high-involvement decision. It is not an impulse or often - repeated buy. What we know about Cooperative Extension customers is that super heavy users account for a disproportionately large amount of all users. But we don't know why these people are loyal Extension customers, how they receive information about our products and services, or most importantly, how they would prefer to receive information about our products and services. Integrating for 2001 Long ago we learned that program success means involving the target audience in the decision-making process.
Good marketing is no different.
In fact, good marketing is part of the program development process, not a special event. An integrated, strategic marketing focus has substantial advantages for the Cooperative Extension brand. If Cooperative Extension is to successfully address the critical issues of wide public concern arising out of complex human problems, then we must increase our ability to target increasingly fragmented audiences with increasingly relevant messages, for increasingly tailored products. Certainly, part of our future lies in integrated communication and integrated thinking. Exploring brand equity.