Support for Developing Local Marketing Plans

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The NC State Extension Marketing and Communications (MarComm) team has launched a marketing planning program to help county centers and programs — as well as our campus departments — become more strategic and successful with their marketing activities.

The program, Building an Effective Marketing Plan, consists of a workbook that outlines step-by-step instructions and exercises in a “workshop” format, to be completed and implemented by each center or department. Programs can utilize the resources to develop an individualized marketing plan as desired, though we recommend working in sync with whatever county center or department houses your program.

Visit the Extension Local Marketing Planning webpage for resources that will help guide your planning process, including short instructional videos, guidance on strategic messaging, and sample marketing plans geared toward both rural and urban settings.

Marketing Planning Process Overview

Flow Chart Outlining the Steps to Build a Local Marketing Plan from NC State Extension.

Click to view a flow chart overview of the marketing planning process (PDF).

Marketing is Key to Programmatic Success

Marketing provides the opportunity to build awareness of Extension’s programs and services, while helping you to understand your customers’ needs and serve information to them in a more impactful way. Thoughtful marketing strategies can help you to recognize what is working, where you need to make changes, and how best to communicate about your programs.

“We want the planning process to be efficient and painless,” said Justin Moore, NC State Extension marketing director. “This is about helping our Extension centers and programs statewide become more intentional and more effective with their local marketing efforts, while streamlining reporting at the end of the year.”

To complete the planning process, local teams will work together in two or three planning sessions where they discuss goals, audiences, the context of their work and how to integrate across the team.

The final takeaway is a single-page marketing plan that will provide a strategic blueprint for the team, foster cohesion across its various efforts and help everyone report targeted impacts for the year.

A sample marketing plan chart outlining key components of a local marketing plan for N.C. Cooperative Extension employees and programs.

Click the image to view a final marketing plan summary sheet example.

Contact Us

Connect with Julie Hayworth-Perman or Justin Moore if you have questions or need help with planning your marketing efforts (county, campus or otherwise). We may be available to help facilitate your local planning process, so don’t hesitate to pursue this and reach out as needed.