extension marketing focus group data & recommendations maria bowie extension program planning...

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Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

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Page 1: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Extension Marketing Focus Group Data & Recommendations

Maria BowieExtension Program Planning 2012

Info for PDCs, Program Leaders

Page 2: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Extension Marketing Background

• Original marketing plan updated and launched in 2005, which included:– Roll out of plan, training and materials during

Program Planning Week – Presentations at all secretary trainings– Presented at Winter School general session +:• Distribution of new county office signs• Shirts, magnets and other promotional materials

Page 3: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Extension Marketing background

• Formation of statewide banner programs 2007 – 2008: Walk Georgia & waterSmart

• Formation of extension marketing advisory team in 2011 which recommended focus groups

• Conducted four focus groups spring 2012:– Sumter, Burke, Morgan and Fulton counties

Page 4: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Extension Marketing

• Focus group data responses:– Disconnect between UGA, Extension and 4-H– Need to focus on improving extension brand/logo– Extension is soil testing (potential place for

branding)– Extension agent is the credible source of

information within organization- focus on individual agent more – ‘faces of extension’

Page 5: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Extension Marketing Focus Group

• Use postal mail • Visibility of office can be improved with

signage• Reduced FCS programming being noticed • Institutional heritage had programs that

served the whole family (man, woman, child)• Know how. Know now. = favorite slogan

Page 6: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Next Steps• Retool image with lovable logo (‘G’)• Work with extension marketing advisory team

to develop system of templates, materials, and trainings that use consistent logo & messaging

• Internal rollout during fall 2013• Public adoption in 2014 in tandem with

Extension big birthday bash

Page 7: Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

Following Thru

• Drop ‘Learning for Life’ use• Focus on organizational mark/logo • Post 2014 roll out ‘Know how. Know now.’ • Integrate extension marketing effort with

CAES Strategic Planning Implementation • Send Maria suggestions on things to be

included with plan, training, materials, etc.