Marketing has become a popular strategic initiative among state extension services to meet the growing demand for program accountability. The Louisiana Cooperative Extension Service (LCES) began a formative evaluation of its marketing efforts as a step toward a comprehensive marketing plan. All extension faculty were surveyed to determine their perceptions of the marketing tools (MTs) of the organization, using a modified version of W. Boldt's marketing audit to rate 41 items on a 5-point Likert scale. Responses of 341 LCES faculty (a 77.5 percent response rate) were ranked to display the relative importance of 5 MT categories (teaching methods, office-related, decision-related, programming-related, and visual). Each MT was also ranked within its category. MTs at the core of teaching (communication/teaching skills and educational products) were considered most important. Organizational logos, personal business cards, and name tags, which have a visual effect, were considered less important. Office-related MTs ranked second, followed by MTs designed to reach local and state governing boards and elected officials. Mission and impact statements and the extension advisory system (programming-related MTs) ranked fourth. The LCES does not have a comprehensive marketing strategy, although scattered efforts have been made. Implications for development of a comprehensive approach are described. (SLD)