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Extension Advisory Leadership Systems

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?.

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Extension Advisory Leadership Systems

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  1. 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

  2. What is Advocacy? • Support for a cause • Variety of activities • Lobbying?

  3. Who are the Stakeholders? • Elected officials • Business leaders • Funding sources • Community leaders

  4. Advisory Leaders as Advocates • Well informed • Articulate • Believe in the value of Extension • Recognize the benefits to taxpayers

  5. Advocates need… • Knowledge of: • Extension • Needs and benefits • Funding • Government • Elected officials

  6. Advocates need… • Communication skills • Written • Verbal • Listening • Observing

  7. The Message • Education • Access • Relevance • Partnerships

  8. On-going Process • Group strategies • Individual strategies

  9. It’s all about relationships • Relationship marketing is the process of attracting, maintaining, and enhancing relationships with elected officials and other key people.

  10. Advisory Leader Roles • Ambassadors • Door Openers • Cultivators • Solicitors

  11. Ambassadors • Spreading the word is the focus • Enjoy networking • Make people curious to learn more

  12. Door Openers • Behind the scenes workers • Lend their name for influence • “Who you know”

  13. Cultivators • Enjoy using their social network • Informal exchanges of business • Use sparingly

  14. Solicitors • Make the “ask” • Usually successful • Need to be very well informed • High risk role

  15. The Process: Current Situation • Identify and evaluate current relationships • Identify networks • Identify skills and preferences

  16. The Process: The Plan • Identify the customer(s) • Determine the desired response • Develop a specific message • Choose appropriate delivery methods • Assign roles and responsibilities

  17. The Process: Follow Up • Remember to say “thank you” • Reiterate the points made • Evaluate the response • Once is not enough!

  18. 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.html

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