This item is being reprinted and is not currently available to purchase.
Please check back later for ordering information.
Marketing is essential to successful programming. Regardless of the high quality of your event, you will gain more participants if people hear about it or want to attend. Marketing processes help you design a program that meets participants’ needs, effectively informs them of its existence, and explains why it is important to them. A well-planned marketing campaign can make your existing programs more effective, leading to more participation and even allowing you to generate more revenue.
Most field days events will employ direct marketing techniques, or marketing geared toward getting participation from target audiences. Essentially, you want them to sign up for your program. Luckily, the process for planning a direct marketing campaign closely parallels organizing educational components of your field day. If you consider marketing problems before and during program design, you will gain a better understanding of your audience’s perceptions, values, and needs. A program based on these characteristics will be more effective and successful.
“We are always looking for something new and exciting,” scout leader Cheryl stated. “It’s great when the kids can come to these events, meet scouts from other towns, and learn new things.” When asked why she decided to bring scouts to the Nature by Night field day, Cheryl added, “Our district rep gave us the brochure at the monthly meeting. The event just sounded so neat. Kids get to spend the night. The brochure talked about calling owls, stalking insects of the night, and meeting a bat. Our scouts really liked the bat picture in the brochure.” Event organizers, urged by increasing light pollution in the region, developed a theme, Some animals need the night. While teachers were unlikely to attend the evening event, they thought it might be attractive to scout groups. “We’re just so happy to see a Friday evening event,” Cheryl explained, “because most of us work during the week and the kids have homework. This worked just perfectly.”
In accordance with the Americans with Disabilities Act, this material is available in alternative formats upon request. Please contact your University of Minnesota Extension office or the Extension Store at (800) 876-8636.