4-H clover

2007-2008 4-H Marketing Campaign
Iowa State University Extension

Planning

Set a county goal
Tie your goal to the 3% statewide 4-H recruiting goal. An example goal is “Recruit at least 25 new members to Polk County 4-H by June 30, 2008.

Brainstorm ideas and a county action plan
Involve current 4-H’ers, their families, volunteers and your office staff. Ask them to brainstorm ideas for your county.

Share with club volunteers, current families, and staff county recruitment goals and the 4-H marketing campaign. Ask everyone to help recruit.

Current 4-H’ers and families do the best recruiting. If they feel good about the program, they will want others to join them.

Retention – Build close relationships and touch points with the parents of first time 4-H’ers. NEVER assume they understand the processes and details of 4-H. Be accessible and work with the families.

4-H’ers can talk to groups, help distribute brochures, post signs, talk to radio stations, and submit news releases. Ask them to help place and welcome new members in existing clubs. Ask them to encourage current members to help recruit more members. 

Work with your office staff on a process to respond to calls and inquiries
Be sure those answering phones are aware of the details of your campaign and can respond to basic questions about 4-H clubs. Whenever possible, connect the new family with the 4-H County Youth Coordinator.

Topics to know about and emphasize:

Record basic information
From each inquiry: name, address, phone, email, interests of the youth and type of experience parents want for their youth

Connect the student to an existing 4-H club within one to two weeks after the inquiry.
If no club in your county matches the youth’s interests, encourage the inquirer to consider independent membership or try to find a volunteer club leader who would start a project club in the project area of interest.

Suggested events and sites

4-H Events
  • Join 4-H Night
  • National 4-H Week
  • County Fair, Day Camps, Lock-ins

School Events
  • Classrooms, Open Houses
  • Back-to-School Nights, Afterschool programs
  • Parent/Teacher Conferences, PTA Meetings
  • Community Education Sign-ups

Community Sites and Events
  • Information Fairs
  • Library Display Cases, Special Events
    Parades, Festivals, Neighborhood Parties
  • Pediatrician and Pediatric Dentist Offices

Hold an information event
Explain the basics about 4-H clubs and activities. You may want to recruit new volunteer leaders as well.

Timeline to start campaign now

August and September

 
  • Plan, brainstorm, share marketing plan with 4-H’ers, volunteers and families.
  • Prepare county office for inquiries.
  • Contact schools, PTAs, Afterschool programs, etc. about dates for presentations and to distribute brochures.
  • Set up date and location for information//first night event. 
  • Contact radio stations and billboard companies about availability, cost and placement.
  • Update Web site for 4-H recruitment.
  • Prepare packets of brochures, posters for 4-H club leaders and families to begin recruiting.  Hand out at Volunteer Trainings.

October

 
  • National 4-H Week
  • Set up radio interviews for older 4-H’ers to tell their story to recruit new members.
  • Set up displays at libraries, store windows, malls
  • Remind volunteers of recruitment efforts at Volunteer Appreciation Events.

November
  • Take brochures to pediatrician’s, children’s dentist’s offices.
  • Connect with School Guidance counselors about helping to recruit.

December through May
  • Continue to recruit through one-on-one contacts.  We encourage counties to accept new members year-round.

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