Skip to Main Content
U.S. Forest Service
Caring for the land and serving people

United States Department of Agriculture

Home > Search > Publication Information

  1. Share via EmailShare on FacebookShare on LinkedInShare on Twitter
    Dislike this pubLike this pub
    Author(s): Jason Gordon; Marc Measells; John Willis; Brady Self
    Date: 2020
    Source: Journal of Human Sciences and Extension
    Publication Series: Scientific Journal (JRNL)
    Station: Southern Research Station
    PDF: Download Publication  (174.0 KB)

    Description

    This report describes a project that tested social media versus traditional postal mailing advertising for a series of forestry Extension educational programs. Forestry Extension clientele have diverse backgrounds and include landowners, urban tree owners, communities, agencies, and others, and vary widely by sociodemographic and ownership characteristics. Such diversity creates challenges for technology transfer, including initial client contact, participation in educational programming, and realization of learning objectives. The Mississippi State University Forestry Extension program has attempted to address these challenges through social media marketing and in-person impact evaluation. An online marketing strategy resulted in 39% of clients becoming aware of and registering for programs through social media and email compared with 45% from postal mailings. Still, social media marketing resulted in more clients registering earlier, and in registration of clients who had not previously attended Extension programming, compared with postal marketing. Given the many diverse communication methods used by Extension clientele, social media, and traditional forms of marketing should be integrated into successful marketing campaigns. Implications for future educational efforts are discussed.

    Publication Notes

    • You may send email to pubrequest@fs.fed.us to request a hard copy of this publication.
    • (Please specify exactly which publication you are requesting and your mailing address.)
    • We recommend that you also print this page and attach it to the printout of the article, to retain the full citation information.
    • This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.

    Citation

    Gordon, Jason; Measells, Marc; Willis, John; Self, Brady. 2020. Comparing social media and postal mailings in forestry extension program marketing. Journal of Human Sciences and Extension. 8(1): 206-213.

    Keywords

    social media, advertising, forestry, marketing, advertising, Facebook

    Related Search


    XML: View XML
Show More
Show Fewer
Jump to Top of Page
https://www.fs.usda.gov/treesearch/pubs/59807