MARKETING STRATEGIES FOR RECRUITING 4-H MEMBERS IN WEST VIRGINIA Academic Article uri icon

abstract

  • 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.

published proceedings

  • Journal of Agricultural Education

author list (cited authors)

  • Wingenbach, G. J., Nestor, C., Lawrence, L. D., Gartin, S. A., Woloshuk, J., & Mulkeen, P.

citation count

  • 1

complete list of authors

  • Wingenbach, Gary J||Nestor, Cheryl||Lawrence, Layle D||Gartin, Stacy A||Woloshuk, Jean||Mulkeen, Patricia

publication date

  • 2000