Developing an impactful Extension program depends on acquiring a deep understanding of the audience’s specific needs and preferences. Audience segmentation allows an agent to address the variability among Extension clientele, in order to deliver the programming and messages that are most meaningful to an audience/clientele segment. This 5-page fact sheet was written by Paul Monaghan, Laura Warner, Ricky Telg and Tracy Irani, and published by the UF Department of Agricultural Education and Communication, November 2014. (UF/IFAS photo Marisol Amador)
When Extension agents work to encourage behavioral changes in their community through educational programming, they may already be using some elements of social marketing. Extension educators can use an understanding of their clients’ reservations and inclinations toward a behavior, or their benefits and barriers, to develop strategies that encourage behavior change. Common strategies include prompts and reminders, incentives, and changing social norms. These strategies may be piloted on a small scale, modified if necessary, and then implemented on a large scale and further evaluated. This publication’s purpose is to describe the use of social norms as a social marketing strategy and make recommendations for applying social norms as a tool in Extension programming. This 5-page fact sheet was written by Laura Sanagorski and Paul Monaghan , and published by the UF Department of Agricultural Education and Communication, February 2014.
There is increasing evidence that, with the right approach, people can be encouraged to change. From recycling, composting, and picking up pet waste to saving water, the public is adopting new behaviors and giving up old ones. The tools to do this can be found in Community Based Social Marketing (CBSM). This 6-page fact sheet was written by Paul Monaghan and Martha Monroe, and published by the UF Department of Agricultural Education and Communication, September 2013.
This 3-page fact sheet explains some of the basic definitions and concepts of CBSM and provides Extension agents with additional choices for designing, implementing, and evaluating their programs with the public. Written by Paul Monaghan, and published by the UF Department of Agricultural Education and Communication, September 2011.