Personal Marketing: A
Strategy for Marketing
Programs to Diverse
Audiences
Dallas L. Holmes, USU
Extension
Adapted from an article by Lisa A.
Guion, Florida State University
Cooperative Extension
Marketing Techniques



For many people who use Extension, their
connection with Extension reaches back to
their grandparents, or their own involvement
with 4-H.
Many ethnically diverse communities do not
share the same connection with Extension.
They should be contacted in a different way.
Direct Marketing
Impersonal Marketing
Strategies
Mail a letter
Have an announcement
sent to a community
meeting/event
Personal Marketing
Strategies
Run a booth at a
community fair
Visit a community meeting
or event to market the
program.
IMPORTANT: Be sure to
stay until the end to meet
people.
Impersonal Marketing Strategies Personal Marketing Strategies
Mail a brochure
Make phone calls to key
individuals in the
community.
Post a flyer
Cultural Guides provide
information on your
program
Send an announcement to Have the program
a radio station, or TV
sponsored and directstation that serves
marketed by a grassroots
ethnically diverse
community organization
audiences
which is trusted by the
target audience.
Benefits of Using Personal
Marketing Techniques

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Personal marketing assists in bridging the gap
between you and your audiences.
Personalizing your message will help you to strike
the right chord with your audience.
For ethnically diverse populations, a personal
marketing strategy may be more useful than an
impersonal one, since it customizes marketing
with individual values and preferences.
Takes into account the unique value systems of
different ethnic groups.
Marketing Using the 6 “P”s
The Six “P”s

People



“Who is this product for?”
What message will be
most effective in
reaching this audience?
Which message is based
on the value and belief
system of this group?
The Six “P”s

Partnership




Are there other organizations with
similar programs?
Do they have a better rapport with
the target audience?
Can they help you “sell” your
program?
Often grassroots organizations are
perceived in the community as
having their best interests in mind.
The Six “P”s

Product



Your program!
What will your program do
for the audience?
Highlight culturally
relevant components of
your program as you
market it.
The Six “P”s

Place



Geographical area or
location where you want to
market your product.
Use non-traditional venues
to reach non-traditional
audiences.
Where does the target
group congregate?
The Six “P”s

Promotion


First, YOU need to be clear
about the exact benefits and
purposes of your program.
Then you can motivate others
to participate by highlighting
that what you offer is important
to them
The Six “P”s

Price


What will people have to do to
participate in your programs?
 Money
 Effort
 Time
The benefits of the program
must outweigh the costs.
Pachanga

Carolyn Washburn, a
Family and Consumer
Science agent in
Washington County
organized a Pachanga
for the Latino
community in St.
George.
Pachanga

People:

“Washington County Extension staff organized a
Pachanga for the Latino Community. . . The
purpose of the event was to provide knowledge
about educational and support programs that are
offered by Extension.”
Pachanga

Partnership:

“Partnering with the Learning Center was
important in that the director introduced me to the
potential participant and took me to the housing
areas to deliver invitations. The Learning Center
staff’s involvement facilitated participation from
members of the Latino community. The Learning
Center is viewed as a trusted service
organization.”
Pachanga

Product:

“There has been a need for our Extension staff to
network and provide services to this growing
population. I needed a way to reach this
population and networking with the Learning
Center gave me a great avenue to introduce our
organization to the Latino community.”
Pachanga

Place:

“The event was scheduled in a community park,
close to a community which has a large Latino
population. . . Bringing the Pachanga to the
community where people lived was important.
Many families could walk to the park and we were
in their community.”
Pachanga

Promotion:

“Flyers were designed and distributed to the
Learning Center, the Latino Market, and several
workplaces that have large numbers of Latino
employees.”
Personal Marketing
“In extension, a program’s success depends on
the level of involvement from the target
audience and their participation in the
program. In order to make your program a
success, it is crucial for you to reach out to
your target audience effectively. Marketing is
one of the key ways by which Extension
educators engage and inform their target
audiences of educational programs, events,
and other opportunities for involvement.”
--Lisa A. Guion
References
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Lipe, J. (n.d.). 5 tips to add spice to your
marketing.
http://www.emergemarketing.com/images/5w
aystoAddSpicetoyourMarketing.pdf
Rossman, M.L. (2000). Multicultural
marketing: Selling to a diverse America. NY:
AMACOM