Revising an Extension Education Website for Limited Resource Audiences Using Social Marketing Theory

Date
2011-12-01
Authors
Francis, Sarah
Martin, Peggy
Taylor, Kristin
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Research Projects
Organizational Units
Extension and Outreach
Organizational Unit
Journal Issue
Series
Abstract

Spend Smart Eat Smart (SSES), a unique website combining nutrition and food buying education for limited resource audiences (LRAs), was revised using social marketing theory to make it more appealing and relevant to LRAs (25-40 years). Focus groups and surveys identified the needs and preferences of LRAs. Needs were cooking, basic health, and budget-friendly nutrition ideas. Preferences were limited text, more videos, graphics, and color. Usability testing of the revised site indicated users perceived the information valuable and the design appealing. By incorporating the needs and preferences of LRAs, SSES is now perceived as appealing as well as relevant.

Description

This article is published as Francis, S.L., Martin, P., Taylor, K. Revising an Extension education website for limited resource audiences using Social Marketing Theory. Journal of Extension (online), 49(6) Article 6FEA7. Posted with permission.

Keywords
social marketing theory, limited resource audience, online education
Citation
DOI
Source
Collections