Transcript No Slide Title

Marketing
Sept 22,1999
New Jersey and Delaware New Agriculture Teacher/Administrator Conference
Marketing
success is:
•Identify
•Focus
•Plan
•Maximize
•Recognize
The key to managing your
workload and creating a
successful agricultural
education program...
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•Save Time
•Identify and
recruit volunteers
•Maximize
resources
•Increase funding
Success
•Gain recognition
•Meet real needs
•Ensure program
success
Success is:
•Identify
•Focus
•Plan
•Maximize
..identifying the systems
to meet the needs of your
stakeholders...
•Recognize
Do the right things, not everything.
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Identify
Stakeholders
Anyone who affects
or is affected by
your program
•Guidance Staff
•Administration
•Colleges
•Students
•Tax Payers
•Potential Students
•Legislators
•Parents
•Agricultural Community
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What are the strategic market opportunities?
How to Market
GASP Identify Customers:
General Community
Administration/School
Students
Parents/Guardians
School Administrators
As a school administrator you have an important
role to ensure the success of students in your
school district.
Agricultural education and FFA provide
unique opportunities to ensure leadership
development, personal growth and career
success for your students who get
involved with the program.
School Administrators
The success of the local program provides a
number of benefits to the administration as well by
increasing achievement opportunities for students,
and by connecting with the community.
Providing assistance and support with the
necessary resources is a key element for
the success of the local program.
Identify
• administrative support
• school community
• parental backing
• general community
• School policies and
procedures
• Centralized communication
structure
• In-House support
• Support for appropriate:
job security
financial controls
• Professional Organizations
What are the strategic market opportunities?
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State FFA Association
Local Teachers
Associations
Advisory
Committees
National FFA
Partners
Community
Organizations
Departments of Agriculture
Others?
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Success is:
•Identify
•Focus
•Plan
•Maximize
..focusing on those
activities that are
important to your
customers.
•Recognize
Do the right things, not everything.
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How to Market
AIRR Establish a plan to:
Ask
Involve
Recognize
Report
A State of art AIRR System
Key
A
I
R
R
ask
involve
How?
Establish and use an advisory committee
Join community civic organization
Survey school community
Meet the parents
Open houses for community
Focus on the more active students
Use administration for judges
recognize
Banquet
Recognize sponsors in local paper
Thank you and congratulatory notes
report
Use National FFA Week and Ag Day
promotions
Web and Media services
Local Newsletters
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Focus
What customers and
partners want and expect…
What needs to be taught
locally…
What FFA /SAE activities
are needed to meet
instructional needs…
What needs to be done to
ensure a quality product...
Action Plan 5-9, 5-14, 5-16
What are the strategic market opportunities?
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Marketing Research
-Ask the student-
•
•
•
•
•
Focus
What is the purpose of this program?
What do you expect from this program?
Why is this program important to you?
Why did you enroll in this program?
Why did/didn’t you join FFA?
Action Plan 5-9, 5-14, 5-16
What are the strategic market opportunities?
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Success is:
•Identify
•Focus
…planning for growth
and the future...
•Plan
•Maximize
•Recognize
Do the right things, not everything.
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Plan
• distribution
• program control
• responsibilities
• publicity
• retention
Brainstorm to:
Provide
– Strategic content
– Marketing
– Method of responding
to changes
– Fiscal management
– Goals
Eliminate
– Redundancy
What are the strategic market opportunities?
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Success is:
•Identify
•Focus
…ensuring the best
practices...
•Plan
•Maximize
•Recognize
Do the right things, not everything.
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• Definition:
– a uniform, standardized,
system
– responsibilities
• Supporting:
– Effective teaching
strategies
– Elimination of outdated
content
– Merchandising
– Community-wide
promotions
Maximize
• teaching
• control
• inventory
• reporting
• retention
• merchandising
What are the strategic market opportunities?
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Oakcrest FFA Web Page
Success is:
•Identify
•Focus
•Plan
•Maximize
…recognizing the
successes of your
program, students and
supporters...
•Recognize
Do the right things, not everything.
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Recognition
• media
• thank yous
• appreciation
• report
• share
Foundation for
the future
=
•
•
•
•
•
•
•
Marketing Plan
media sources
web
publicity
newsletters
parents nights
banquets
What are the media opportunities?
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Recognition
• media
• thank yous
• appreciation
• report
• share
Foundation for
the future
The Key to managing your
workload and creating a
successful agricultural
education program is
focusing on those activities
that are important to your
customers.
Do the right things, not everything.
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How to Market
GASP Identify Customers:
General Community
Administration/School
Students
Parents/Guardians
AIRR Establish a plan to:
Ask
Involve
Recognize
Report
•Program planning
and marketing saves
programs
•Identify and meet
business needs
•Assign students
responsibilities
•Publicize
responsibilities
Success
•Get to know
influential customers
•Invite parents to
school
•Thank sponsors
•Use the media
•Track and share
former students’
success
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Thoughts
“The best way to predict the
future is to invent it.”
-Peter Drucker
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