Case 10.1 Rebranding 4-H
In the late 19th century, more than half of all Americans lived on farms. New farming techniques, based on science, were being developed through university research, but older generations of farmers were slow to adopt them (Joslyn, 2017). Some thought that the only way to achieve implementation of new methods might be to educate young people, who would eventually take over their family farms. In 1902, A. B. Graham started an after-school program for farm kids in Ohio (4-H, n.d.-a). The Cooperative Extension System was established within the U.S. Department of Agriculture in 1914 and Graham’s clubs eventually became nationalized as the nonprofit organization known as 4-H, meaning â€œhead, heart, hands, and healthâ€ (Stein, 2016). The goals were to advance new farming technology by educating young people and to provide opportunities for growth for rural kids. By 2016, 4-H had become the largest youth development organization in the United States, serving six million young people through a network of 110 public universities and 3,000 local agricultural extension offices across the country (National 4-H Council, 2016). Although less well-known as an organization by many Americans, 4-H was engaging more young people than the Boy Scouts and Girl Scouts combined (Joslyn, 2017).
By 2016, the world had changed since the founding of 4-H and the organization needed to adapt in order to continue its impact and growth. More than 80 percent of Americans were living in urban areas (Joslyn, 2017). Less than one half of American kids ages 8 to 18 were engaged in any youth-development organization at all (Joslyn, 2017). More than one half of 4-H members were white, at a time when African American and Hispanic communities were growing, especially in urban areas (Shapiro, 2016). Even in some rural areas, many young people were of Hispanic backgrounds and most were not involved in 4-H (Joslyn, 2017). Many of 4-H’s 25 million alumni said they had lost their connection to the organization (Stein, 2016).
The organization’s programs had evolved with the changing times, but its brand had not kept pace. Originally established to advance scientific techniques in agriculture, by the 2000s 4-H programs were emphasizing science, technology, engineering, and mathematics (STEM), including a popular robotics curriculum (Joslyn, 2017). But its plan to increase participation to 10 million young people by 2025 was hampered by perceptions; it was still seen by many people as being all about â€œcows and plowsâ€ (Stein, 2016).
Changing the brand would require reemphasizing the mission of youth empowerment and the relevance of 4-H programs to developing skills for addressing diverse issues in today’s society, not just agriculture (Wood, 2016). It would also require moving beyond agricultural regions and into cities as well as attracting a more diverse membership. â€œWe want to ensure that our program has a welcome mat in every community,â€ 4-H’s national CEO explained. â€œWe know if we don’t get them ready for leadership, we may have a huge leadership void affecting every industry and sector in the futureâ€ (Shapiro, 2016).
Working with an advertising agency that provided pro bono services, the national 4-H office launched a rebranding campaign, focusing on three program areas: STEM, healthy living, and civic engagement (Stein, 2016). A plan was developed for advertising to promote the new themes on TV, radio, and the Internet (Stein, 2016). The messages were developed in consultation with young people and 4-H alumni. Advertising was targeted on Generation X and millennial mothers who were former 4-H members and who had children in the 6 to 18 age range (Stein, 2016). Alumni were another target. Most had grown up in rural areas but now lived in urban communities. The marketing would try to remind them of 4-H’s roots while also informing them about its contemporary focus (Tadena, 2016).
A First-Generation 4-H Families Initiative was launched in Midwestern states to engage Hispanic kids (Joslyn, 2017). A survey of young people had revealed a desire to develop leadership skills and confidence. In response, 4-H launched its â€œGrow True Leadersâ€ campaign, with a rally in Washington, DC, that featured prominent alumni (National 4-H Council, 2016). New online resources were developed to provide kids with the ability to give a â€œshout outâ€ to examples of strong leadership and to share their own stories (4-H, n.d.-b).
Writing about the 4-H brand makeover, Heather Joslyn (2017) identifies five lessons that she offers as points of advice:
Be willing to rethink everything about how you operate.
Double down on popular programs.
Tell your story. And give the participants the tools to tell their stories.
Invite alumni to stay involved.
Listen to your staff, your affiliates, and the people you serve.
Andrew Bosworth, a 4-H alumnus who went on to become an executive at Facebook, also offers advice on building a brand in the era of social media. It is just no longer possible for an organization to control its brand as it might have done in the past. Today, Bosworth says, â€œyou really have to empower your community to own your brand, to be its ambassadors. And that means giving up some control you used to assertâ€ (Joslyn, 2017).
Marketing, communications, and public relations are related fields, but also have specific definitions that distinguish them. Communications is the transmission or exchange of information; public relations is â€œa strategic communication process that builds mutually beneficial relationships between organizations and their publicsâ€ (Public Relations Society of America, n.d.). Marketing is a process distinguished by its objective: to influence the behavior of someone else. Marketing focuses on exchanges.
Marketing principles have been widely adopted in the nonprofit sector. Some nonprofits engage in commercial marketing to attract customers to the goods and services that they provide. Others use social marketing to change behavior in order to benefit people and society. Some remain concerned that commercial marketing may not be appropriate to nonprofit values and cultures. This may reflect, in part, an understanding of marketing that is a throwback to earlier mind-sets about the concept, especially the idea that marketing is equivalent to sales.
Contemporary marketing follows a customer mind-set that requires that â€œthe organization systematically study customersâ€™ needs, wants, perceptions, preferences, and satisfaction â€¦ and act on this information to improve its offerings to meet its customersâ€™ needs betterâ€ (Andreasen & Kotler, 2008, p. 39). This implies that the organization’s programs and services need to be adapted to meet identified customer desires; but this should not be taken as a reason for a nonprofit to abandon its mission or central values. Rather, marketing should be used as a tool for pursuing the mission and achieving mission-related goals.
The marketing mix includes four variables (recall the four Ps of marketing): product, place, price, and promotion. Organizations can adjust the marketing mix to differentiate themselves from others and position themselves in a unique market niche, gaining an advantage over other organizations or alternative activities with which they may compete. Nonprofits may compete directly with other organizations, nonprofit or for-profit, but they also face generic competition from all alternative uses for individualsâ€™ time and money.
Products have tangible and intangible qualities; for example, the latter include the prestige associated with a degree from a well-known university or the environment in which coffee is consumed. Place, or location, determines access to a program or service and is a critical variable in the marketing mix. Some products and services need to be taken to where the customers areâ€”for example, vans that provide mobile medical care. Prices for products and services may be set to provide a break-even result for the nonprofit, to compete with what others are charging, or to reflect the perceived value of the product or service to the customer. Sophisticated marketers practice price discrimination, charging different prices to different segments of their target market. Price discrimination may be intended to match differences in product value, for example, seats closer to or farther from the theater stage; to shift utilization from peak to nonpeak periods; or to maximize revenue by charging the highest prices that some consumers are willing to pay.
Brand is commonly defined as â€œa name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellersâ€ (Burnett, 2007, p. 179), but some offer a broader definition that includes intangible perceptions as a part of a brand. Individuals attribute qualities to a brand, and organizations work to establish a positive brand image, which may help attract both clients and donors. A positive brand has a monetary value, called brand equity, which may form the basis of some partnerships between nonprofits and for-profit companies. Building an organization’s brand requires initiatives at the organizational level, the identity level, and the experiential level (Durham, 2010).
Communications and marketing must be integrated; that is, their goals must permeate all aspects of the organization with consistent messages being delivered to various constituencies. This approach is known as integrated marketing communication, or IMC. It is especially important in nonprofits because their borders are porous, and members of various constituencies, including staff, volunteers, and donors, may communicate with each other. Individuals attribute greater credibility to information they receive through word of mouth than to what they read or see in the public media, especially if the source is someone close to them or with inside knowledge of the organization. This requires that messages delivered both internally and externally be consistent.
Nonprofit organizations should have a plan for risk management that includes both prevention of crises and preparation for communicating, should a crisis occur. Principles of crisis communications include the need to respond quickly, accurately, and consistently, and with expressions of empathy and concern for any individuals who may have suffered as a result of whatever incident occurred.
The development of social media that permit users to create content and join conversations regarding an organization, requires new communications strategies and presents nonprofit organizations with critical decisions about the resources and staffing needed to adapt. It is essential to develop a plan that reflects a logic model leading from the investment of resources in electronic communication to the achievement of the organization’s strategic outcomes. Some have adopted social media policies to guide the way in which volunteers and staff members communicate about the organization and provide training to staff members on the use of online media.
Research suggests that nonprofits that adopt a market orientation or a societal orientation do achieve greater financial support and client satisfaction. Research also has found a relationship between an organization’s online presence and financial viability.
Get Professional Assignment Help Cheaply
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Why Choose Our Academic Writing Service?
- Plagiarism free papers
- Timely delivery
- Any deadline
- Skilled, Experienced Native English Writers
- Subject-relevant academic writer
- Adherence to paper instructions
- Ability to tackle bulk assignments
- Reasonable prices
- 24/7 Customer Support
- Get superb grades consistently
Online Academic Help With Different Subjects
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
What discipline/subjects do you deal in?
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Are your writers competent enough to handle my paper?
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
What if I don’t like the paper?
There is a very low likelihood that you won’t like the paper.
- When assigning your order, we match the paper’s discipline with the writer’s field/specialization. Since all our writers are graduates, we match the paper’s subject with the field the writer studied. For instance, if it’s a nursing paper, only a nursing graduate and writer will handle it. Furthermore, all our writers have academic writing experience and top-notch research skills.
- We have a quality assurance that reviews the paper before it gets to you. As such, we ensure that you get a paper that meets the required standard and will most definitely make the grade.
In the event that you don’t like your paper:
- The writer will revise the paper up to your pleasing. You have unlimited revisions. You simply need to highlight what specifically you don’t like about the paper, and the writer will make the amendments. The paper will be revised until you are satisfied. Revisions are free of charge
- We will have a different writer write the paper from scratch.
- Last resort, if the above does not work, we will refund your money.
Will the professor find out I didn’t write the paper myself?
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
What if the paper is plagiarized?
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
When will I get my paper?
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
Will anyone find out that I used your services?
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
How our Assignment Help Service Works
1. Place an order
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
2. Pay for the order
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
3. Track the progress
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
4. Download the paper
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!