Relationship Marketing: A Strategy for Marketing Programs to Diverse

This paper is the eighth in a series of articles on planning programs to effectively outreach to diverse audiences. This series will include specialized papers on enhancing cultural competence, recruiting diverse volunteers, planning culturally appropriate marketing strategies, and other topics that are integral to the design and implementation of culturally relevant Extension education programs. Overview Marketing, in general, means publicizing your name, program, and service to your target audience. Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key individuals over time. Current research in the field of marketing indicates that forming constructive relationships with select target customers is more important for long-term success than acquiring widespread public awareness within a community. The success of Extension programs is due to the loyalty of committed participants, volunteers, and lay leaders, as well as support from local decision-makers and elected officials. Since its inception, Extension has been fostering those relationships with cor