Extension Marketing Focus Group Data & Recommendations

Maria BowieExtension 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

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

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’

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

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

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.