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Extension Advisory Leadership Systems Advocacy and Relationship Marketing Laurie Cantrell, MS Program Development Specialist Family and Consumer Sciences – Extension The University of Georgia May 2004 What is Advocacy? • Support for a cause • Variety of activities • Lobbying? Who are the Stakeholders? • • • • Elected officials Business leaders Funding sources Community leaders Advisory Leaders as Advocates • • • • Well informed Articulate Believe in the value of Extension Recognize the benefits to taxpayers Advocates need… • Knowledge of: – – – – – Extension Needs and benefits Funding Government Elected officials Advocates need… • Communication skills – – – – Written Verbal Listening Observing The Message • • • • Education Access Relevance Partnerships On-going Process • Group strategies • Individual strategies It’s all about relationships • Relationship marketing is the process of attracting, maintaining, and enhancing relationships with elected officials and other key people. Advisory Leader Roles • • • • Ambassadors Door Openers Cultivators Solicitors Ambassadors • Spreading the word is the focus • Enjoy networking • Make people curious to learn more Door Openers • Behind the scenes workers • Lend their name for influence • “Who you know” Cultivators • Enjoy using their social network • Informal exchanges of business • Use sparingly Solicitors • • • • Make the “ask” Usually successful Need to be very well informed High risk role The Process: Current Situation • Identify and evaluate current relationships • Identify networks • Identify skills and preferences The Process: The Plan • • • • • Identify the customer(s) Determine the desired response Develop a specific message Choose appropriate delivery methods Assign roles and responsibilities The Process: Follow Up • • • • Remember to say “thank you” Reiterate the points made Evaluate the response Once is not enough! References • Adapted from: • Groff, J. (2003) Being an Advocate. The SEAL Training Curriculum. • Groff, J. (2003) Relationship Marketing. The SEAL Training Curriculum. • http://srpln.msstate.edu/seal/03curriculum/index.htm l