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Extension Behavior Change: Introduction to Social Marketing Principles for Extension

Social marketing is a research-based approach to bringing about change, and while it holds a lot of value for UF/IFAS Extension, we have only minimally explored the potential of this approach to programming. Social marketing applies principles of traditional marketing to address complex issues and bring about change that benefits the extension client, their community, and/or the environment. For many, this is an important strategy to incorporate into existing educational activities, because many social marketing tools can increase our impact, and can be developed at no cost to the organization. This training will present social marketing as an approach to creating behavior change in Extension programming. The speakers will present participants with an overview of this approach, followed by a discussion of the role of this strategy within the Extension system. Tools from the "social marketing toolbox" will be discussed. Participants will play a role in planning for future trainings on this topic.

The goal is to increase awareness of an underused approach, encourage agents to incorporate the tools/principles of social marketing into their programs, and pursue some of our more in-depth trainings on social marketing. 


1.    Introduction of participants, speakers, and technology

2.    What is social marketing?

a.    Overview

b.    Behavior identification

c.    Audience Analysis

d.    Strategies for Behavior Change

e.    Pilot Testing

f.      Broad-scale implementation and Evaluation

3.    Discussion

4.    Posttest

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About the Extension Foundation

The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Agriculture Extension grant no. 2020-41595-30123 from the USDA National Institute of Food and Agriculture and membership funding. Any opinions, findings, conclusions, or recommendations expressed in the content are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. For more information, please visit You can view the terms of useat

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