Evaluating Promotional Efforts for Driving Traffic to an Extension Outreach Website

Evaluating Promotional Efforts for Driving Traffic to an Extension Outreach Website

As online communication becomes more important to Extension professionals, understanding how promotional strategies affect the number of people accessing online content also becomes more important. We tracked website visits resulting from four different promotional efforts to understand relative eff...

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Bibliographic Details
Published in:Journal of extension Vol. 57; no. 3
Main Authors: Campbell, Tim, Shaw, Bret, Rao, Amulya, Klink, Jenna
Format: Journal Article
Language:English
Published: Extension Journal, Inc 01-06-2019
Subjects:
Computer Mediated Communication
Costs
Extension Education
Marketing
Outreach Programs
Program Effectiveness
Search Engines
Social Media
Web Sites
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Summary:As online communication becomes more important to Extension professionals, understanding how promotional strategies affect the number of people accessing online content also becomes more important. We tracked website visits resulting from four different promotional efforts to understand relative effectiveness of these efforts. Each effort was unique in cost, efficacy, and efficiency. We found that using multiple promotional approaches to drive traffic to educational content can increase engagement over time and allow for reaching larger audiences.
ISSN:1077-5315
1077-5315
DOI:10.34068/joe.57.03.15