Transcript What is marketing? - K-State Research and Extension

Marketing
K-State Research and Extension:
The local connection
www.ksre.ksu.edu
What is marketing?
What is marketing?
• Developing a county or district brochure
• Distributing news releases
• Referring to your county or district office
as K-State Research and Extension by
its recognized name
• Keeping your Web site up to date
What is marketing?
• Learning how to better communicate with
diverse audiences
• Sending out your newsletter by e-mail
• Getting your Web site linked to other local pages
• Attending legislative listening sessions
Why local
marketing?
• People crave the personal
touch
• Agents, office professionals
and program assistants
– Who better to reach the county
and district residents?
But what do we mean?
• Marketing is about awareness
• By marketing K-State Research
and Extension, we are working
to give Kansans the tools they
need to make better choices
Why do we need it?
• According to the 2000
perceptions study…
– 45% were aware that
extension existed
– Only 17% knew something or
knew a lot about K-State
Research and Extension
when identified by name
Why do we need it?
• According to the 2000 perceptions study…
– 25% were aware that there was a K-State Research
and Extension office in their county
– 24% incorrectly associated K-State Research and
Extension with KU instead of K-State and 18% simply
didn’t know which university it was a part of
Why do we need it?
• But there is good news, too!
– 94% thought that the services and information offered
by K-State Research and Extension are important
and should be continued
– Kansans believe in the K-State Research and
Extension mission
The plan
The goal…
• Several Kansas
counties and districts
have already
developed their own
marketing plans
• Future goal: To see all Kansas counties and
districts implementing a marketing plan
Common objectives
• Increase awareness of the breadth of program
areas among county/district residents for better
cross-usage of services
• Increase awareness and use of programs by
primary target audiences (e.g., young adults,
military families, ethnic minorities and small land
owners), resulting in improved quality of life
Common objectives
• Make information more accessible to county or
district residents through non-traditional
methods
• Develop stronger communications with local
opinion leaders and decision makers for
increased social and financial support
Common objectives
• Increase volunteer participation and use
volunteers more efficiently to allow agents to
focus time and resources on less self-sufficient
programs
• Develop a stronger presence among
county/district media outlets for increased KState Research and Extension coverage
Any
questions?