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A QUALITATIVE STUDY OF OHIO STATE UNIVERSITY EXTENSION PROFESSIONALS’ EXPERIENCE WITH MARKETING AND RECRUITING 4-H CLOVERBUDS AND THEIR PARENTS

McNeal, Elizabeth A.

Abstract Details

2009, Master of Science, Ohio State University, Agricultural and Extension Education.
For many years Extension Professionals have struggled to retain youth in the 4-H youth development program. Research shows that when members start the program at an early age, they are more likely to stay in the program longer. However, little research has been done regarding recruitment and marketing to the youngest age group, the 4-H Cloverbuds. The purpose of this qualitative study was to explore the recruitment and marketing strategies used with the 4-H Cloverbud program. Particularly, the study sought to investigate successful recruitment strategies, and barriers to marketing the Ohio 4-H Cloverbud program according to Ohio State University Extension Professionals. Specific objectives of the study were to a) explore what strategies Extension Professionals use to recruit Cloverbuds and Cloverbud parents/ guardians, b) identify what marketing techniques have not been successful in recruiting Cloverbuds/Cloverbud parents/ guardians, c) determine what marketing messages are used most often. The study was grounded on two collective theoretical frameworks. The Theory of Reasoned Action and the Theory of Planned Behavior guided this study. In regards to marketing the 4-H Cloverbud program, the Theory of Planned Behavior and Theory of Reasoned Action help determine why or why not potential Cloverbud families intend to perform the behavior of enrolling their children into the 4-H Cloverbud program. To address the research questions, a qualitative study was designed to investigate techniques used for recruitment and marketing of the Ohio 4-H Cloverbud program. Nineteen Extension Professionals participated in one of three focus groups held via WebEx to gather data to answer the research questions. Focus group participants consisted of Ohio State University Extension Professionals from nineteen different counties who had been employed with OSU Extension anywhere from one to 30 years and been involved with the 4-H Cloverbud program from one to 13 plus years. Significant findings from the study regarding marketing and recruitment for the 4-H Cloverbud program were associated with: a) recruitment through school systems, b) conveying the content of the 4-H Cloverbud program in messages, and c) utilizing good volunteers. Some Extension Professionals expressed that schools were their most successful recruitment tool, while other participants noted that there were many barriers to using the school systems for recruitment. In the same way, some of the participants noted that good volunteers can be a key to recruitment of new members, while others mentioned limitations regarding 4-H Cloverbud volunteers. The content of the 4-H Cloverbud program was referenced as both a successful marketing message and successful strategy. Other positive recruitment strategies included: a) events, b) advertisements and give-aways, and c) word of mouth and social connection. Extension Professionals discussed the recruitment and marketing strategies that have been successful in the past. Concerning successful marketing messages, participants discussed that they emphasize: a) 4-H experience, b) activity based and non-competitive, and c) fun activities for the children. The main themes for barriers for recruitment emerged as limitations and successes: schools, and volunteers.
Emily Rhoades, PhD (Committee Chair)
Scott Scheer, PhD (Committee Member)
135 p.

Recommended Citations

Citations

  • McNeal, E. A. (2009). A QUALITATIVE STUDY OF OHIO STATE UNIVERSITY EXTENSION PROFESSIONALS’ EXPERIENCE WITH MARKETING AND RECRUITING 4-H CLOVERBUDS AND THEIR PARENTS [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1259160548

    APA Style (7th edition)

  • McNeal, Elizabeth. A QUALITATIVE STUDY OF OHIO STATE UNIVERSITY EXTENSION PROFESSIONALS’ EXPERIENCE WITH MARKETING AND RECRUITING 4-H CLOVERBUDS AND THEIR PARENTS. 2009. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1259160548.

    MLA Style (8th edition)

  • McNeal, Elizabeth. "A QUALITATIVE STUDY OF OHIO STATE UNIVERSITY EXTENSION PROFESSIONALS’ EXPERIENCE WITH MARKETING AND RECRUITING 4-H CLOVERBUDS AND THEIR PARENTS." Master's thesis, Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=osu1259160548

    Chicago Manual of Style (17th edition)