MARKETING STRATEGIES FOR RECRUITING 4-H MEMBERS IN WEST VIRGINIA | Zendy

Gary Wingenbach | Zendy; Cheryl Nestor | Zendy; Layle D. Lawrence | Zendy; Stacy A. Gartin | Zendy; Jean Woloshuk | Zendy; Patricia Mulkeen | Zendy

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MARKETING STRATEGIES FOR RECRUITING 4-H MEMBERS IN WEST VIRGINIA

Author(s) -

Gary Wingenbach,

Cheryl Nestor,

Layle D. Lawrence,

Stacy A. Gartin,

Jean Woloshuk,

Patricia Mulkeen

Publication year - 2000

Publication title -

journal of agricultural education

Language(s) - English

Resource type - Journals

eISSN - 2162-5212

pISSN - 1042-0541

DOI - 10.5032/jae.2000.01088

Subject(s) - west virginia , plan (archaeology) , the internet , perception , marketing plan , advertising , marketing , psychology , public relations , business , sociology , political science , geography , computer science , archaeology , neuroscience , world wide web

The purpose of this study was to ascertain which 4-H marketing methods and messages influenced West Virginia youth to join the 4-H program. 4-H youth between the ages 13 to I8 were surveyed to obtain their perceptions of the most effective marketing methods and messages. Electronic media (Internet information) and word-of-mouth were considered the most effective methods for recruiting potential 4-H members. Active messages, particularly those stressing camps, fun, and friendships were considered the most effective marketing messages for retaining youth in the 4-H program. A statewide plan must be developed utilizing those methods and messages recognized as most effective to offset the recent decline in 4-H membership in West Virginia.

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