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