Extension is an important change agency, and Extension professionals use innovative strategies to help target audiences to adopt research-based practices and technologies. Tools from commercial marketing can be applied to behavior-change campaigns, often through an underused approach known as social marketing. Journey maps can be developed with Extension clients to provide insight into their progression and decision-making from one place or state of being to another. A journey can be the steps a person takes when selecting plants for the landscape, the decision-making process used when identifying agricultural business strategies, or the steps a person takes when leaving a workshop and travelling to their home. This new 9-page publication of the UF/IFAS Department of Agricultural Education and Communication, written by Colby Silvert and Laura A. Sanagorski Warner, presents possible applications of journey mapping within an Extension context.
Brahme, M. E., Gabriel, L., & Stenis, P. V. (2016). Don't stop believing: Mapping distance learners' research journeys. Journal of Library & Information Services in Distance Learning, 10(3-4), 118-136. doi:10.1080/1533290X.2016.1206779 https://doi.org/10.1080/1533290X.2016.1206779
Conroy, D. M., & Allen, W. (2010). Who do you think you are? An examination of how systems thinking can help social marketing support new identities and more sustainable living patterns. Australasian Marketing Journal, 18(3), 195-197. https://doi.org/10.1016/j.ausmj.2010.06.006
Cooner, D., & Dickmann, E. (2006). Assessing principal internships and habits of mind: the use of journey mapping to enhance reflection. Innovate: Journal of Online Education, 2(4). Retrieved from http://nsuworks.nova.edu/innovate/vol2/iss4/4
Crosier, A., & Handford, A. (2012). Customer journey mapping as an advocacy tool for disabled people: A case study. Social Marketing Quarterly, 18(1), 67-76. doi:10.1177/1524500411435483 https://doi.org/10.1177/1524500411435483
Crunkilton, D. (2009). Application review of journey mapping. Journal of Technology in Human Services, 27(2), 162-173. doi:10.1080/15228830902755879 https://doi.org/10.1080/15228830902755879
Esposito, M., & Zeledon, J. (2013). 5 ways you can use journey maps to help change behavior. Washington, D.C.: National WIC Association. Retrieved from https://www.nwica.org/blog/5-ways-you-can-use-journey-maps-to-help-change-behavior#.XOPvL_ZFyUk
Essen, A. V., Hersen, S., & Renes, R. J. (2016). Developing a theory-driven method to design for behaviour change: two case studies. Proceedings of the 2016 Design Research Society 50 Anniversary Conference, Brighton, UK. Retrieved from https://static1.squarespace.com/static/55ca3eafe4b05bb65abd54ff/t/5747666b60b5e9b8141bebe1/1464297071450/71+Van+Essen.pdf https://doi.org/10.21606/drs.2016.71
Howard, T. (2014). Journey mapping: A brief overview. Communication Design Quarterly Review, 2(3), 10-13. doi:10.1145/2644448.2644451 https://doi.org/10.1145/2644448.2644451
LeFebvre, C., Taylor, O., & Thomas, V. (2016, June). Aligning journeys, jobs, and value for more relevant and effective social marketing programs. Presentation at the University of South Florida Social Marketing Conference, Clearwater, FL.
Ortbal, K., Frazzette, N., & Mehta, K. (2016). Stakeholder journey mapping: An educational tool for social entrepreneurs. Procedia Engineering, 159(Humanitarian Technology: Science, Systems and Global Impact 2016, HumTech2016), 249-258. doi:10.1016/j.proeng.2016.08.170 https://doi.org/10.1016/j.proeng.2016.08.170
Panzera, A. D., Bryant, C. A., Hawkins, F., Goff, R., Napier, A., Schneider, T., … O'Rourke, K. (2017). Mapping a WIC mother's journey: A preliminary analysis. Social Marketing Quarterly, 23(2), 137154. doi:10.1177/1524500417692526 https://doi.org/10.1177/1524500417692526
Patterson, L., (2009). Managing Touch point value: 10 steps to improve customer engagement. Retrieved from https://www.visionedgemarketing.com/images/articles/managing%20touch%20point%20value%2010%20steps%20to%20improve%20customer%20engagement.pdf
Prochaska, J. O., DiClemente, C. C., & Norcross, J. C. (1992). In search of how people change: applications to addictive behaviors. American Psychologist, 47, 1102-1114. https://doi.org/10.1037/0003-066X.47.9.1102
Prochaska, J. O., Redding, C., & Evers, K. (1997). The Transtheoretical Model and stages of change. In K. Glanz, F. M. Lewis, and B. K. Rimer (Eds.), Health Behavior and Health Education: Theory, Research and Practice (2nd Edition). Jossey-Bass Publications, Inc.
Roarty, L., Wildy, H., Saggers, S., Conigrave, K., Wilson, M., Di Nicola, K., & ... Faulkner, J. (2012). 'My journey map': Developing a qualitative approach to mapping young people's progress in residential rehabilitation. Contemporary Drug Problems: An Interdisciplinary Quarterly, 39(4), 715-733. doi:10.1177/009145091203900406 https://doi.org/10.1177/009145091203900406
Rogers, E. M. (2003). Diffusion of Innovations (5th edition). New York, NY: Free Press.
Stern, P. C., & Wolske, K. S. (2017). Limiting climate change: What's most worth doing? Environmental Research Letters, 12(9). doi: 10.1088/1748-9326/aa8467 https://doi.org/10.1088/1748-9326/aa8467
Tassi, R. (2009). Customer Journey Map. Service design tools. Retrieved from http://www.servicedesigntools.org/tools/8
Warner, L., Galindo-Gonzalez, S., & Gutter, M. S. (2014). Building impactful extension programs by understanding how people change. University of Florida Cooperative Extension Electronic Data Information Source (AEC527). Retrieved from http://edis.ifas.ufl.edu/wc189
Westbrook, J. I., Coiera, E. W., Gosling, S. A., & Braithwaite, J. (2007). Critical incidents and journey mapping as techniques to evaluate the impact of online evidence retrieval systems on health care delivery and patient outcomes. International Journal of Medical Informatics, 76(2-3), 2007, 234-245. doi:10.1016/j.ijmedinf.2006.03.006 https://doi.org/10.1016/j.ijmedinf.2006.03.006
The documents contained on this website are copyrighted by the University of Florida, Institute of Food and Agricultural Sciences (UF/IFAS) for the people of the State of Florida. UF/IFAS retains all rights under all conventions, but permits free reproduction by all agents and offices of the Cooperative Extension Service and the people of the State of Florida. Permission is granted to others to use these materials in part or in full for educational purposes, provided that full credit is given to the UF/IFAS, citing the publication, its source, and date of publication.