COOPERATIVE EXTENSION SERVICE University of Kentucky College of Agriculture. Extension Marketing Manual

Transcription

1 COOPERATIVE EXTENSION SERVICE University of Kentucky College of Agriculture Extension Marketing Manual

2 Contents 1. MARKETING PHILOSOPHY Letting People Know Who We Are Marketing Extension Through Educational Programs Marketing Extension Through Office Facilities and Office Management Marketing Extension Through Radio/TV Appearances Marketing Extension Through Newspaper Columns and Stories TIPS AND TECHNIQUES Tips for More Effective Newsletters and Newspaper Columns Tips for Story Ideas Editing Tips Tips for Media Relations Tips for Better Photos Tips for Videoconferences Tips for County Web Pages EXAMPLES Typography and Format Recommendations Newsletter column format column format Report full page, 2-column format half page Panel brochure News Release heading Newspaper column heading Fact sheet masthead Poster Business card, place marker, invitation FAX Cover Sheet Penalty Mail Enclosure Slip Certificate Office Sign Field Sign Logos, statements MARKETING ITEMS Marketing Supplies ADDITIONAL MATERIALS Building Community Support through Reports to the People Strategies for Effective Communication with Public Officials iii

3 To All Extension Staff Members Marketing is the process of projecting and enhancing the image of the Kentucky Cooperative Extension Service. However, marketing represents many different things to different people. To me, it starts with a positive attitude. We must believe in what the Cooperative Extension Service stands for and has to offer. And we must want to share it with others in a positive, professional manner. Then, the process by which we communicate a uniform and consistent message to clientele and the public is vitally important. Marketing includes the quality of our educational programs, the appearance and content of our newsletters, the way we answer the telephone and greet people who enter the Extension office, the timeliness with which we respond to a request for information, the appearance of our office, and the content of our videos and web pages, among many other things. The Extension Marketing Manual is a valuable resource to guide our marketing efforts. It provides the tools for an effective marketing effort. Every time we teach a home economics special interest topic, advise a farmer or homeowner, train a 4-H leader, or facilitate a community meeting, whether we intend to or not, we are creating an image of the Cooperative Extension Service in people s minds. Let s make them positive images. Walter J. Walla Associate Dean and Associate Director Kentucky Cooperative Extension Service i

4 Purpose One of the goals of the Extension Marketing Committee has been to enhance the image of the University of Kentucky Cooperative Extension Service and to ensure consistency and professionalism in presenting that image. To that end the committee has updated and expanded the Extension Marketing Manual to include: a discussion of the philosophy behind marketing, tips and techniques, details on how to produce the examples of the printed pieces, information about current marketing items and how to order them, and additional materials related to marketing, so that all CES Marketing information can be found in one location. The information in this manual is organized into those five sections. The examples are provided to suggest clean, strong designs that prominently display the CES logo and connecting words. Consistent use of these designs will provide a positive image for Extension statewide. Marketing Extension Committee Jim Bray Eilene Collins Michael Duckworth Charlene Jacobs Doug McLaren John Mowbray Deborah Murray Paul Warner Deborah Witham January 1998 ii

5 SECTION 1 Marketing Philosophy

6 KENTUCKY COOPERATIVE EXTENSION SERVICE LETTING PEOPLE KNOW WHO WE ARE COOPERATIVE EXTENSION SERVICE University of Kentucky College of Agriculture The marketing process ensures that everything about the Cooperative Extension Service its programs, employees, facilities, and actions communicates a uniform and consistent message. Marketing is not something extra and additional to normal programming. Rather, marketing is normal programming. It s the way we do business. Why Do We Need a Strong Identity? A positive and uniform organizational identity is critical to the success of the Kentucky Cooperative Extension Service. Private sector businesses have long understood the need to shape their image to improve their competitive positions. Today s organizations, whether they be private or public, have to do more than merely produce goods and services and make them available to the public. They must also create a positive image that inspires confidence and trust. We hope the Cooperative Extension Service is viewed as an educational resource that assists all people as they make decisions to improve their way of life. But realistically, we know that not all citizens of the Commonwealth know about the Cooperative Extension Service or participate in its programs. The efforts of the organization to communicate with its constituents and publics are generally referred to as its marketing program. Marketing is creating an awareness of the organization and its programs. What is Marketing? Marketing is both an attitude and a process. In order for marketing to be successful, all employees and volunteers must have a positive attitude about the Cooperative Extension Service. If they don t believe in the organization and its purposes, they will not project a positive image. The marketing process then is to ensure that everything about the Cooperative Extension Service its programs, employees, facilities, and actions communicates a uniform and consistent message. Marketing is not something extra and additional to normal programming. Rather, marketing is normal program- ming. It is the way we do business. It is the way we introduce ourselves, the office appearance, the quality of educational programs we deliver, the way office staff greet people, and it is the appearance of our newsletters and publications. The image of the Cooperative Extension Service is comprised of all planned and unplanned, verbal and visual communications. Everything we do speaks, either positively or negatively. And each item adds to, or distracts from, the positive image we want people to have of the Cooperative Extension Service. Every time the name the Kentucky Cooperative Extension Service is spoken, or the words or logo are printed, the receiver forms an opinion. It may be positive and add to their already positive perception, or it may be negative and reinforce a negative attitude. Every time an identity is registered, the individual adds to that perception. Therefore, at every opportunity we ought to project a positive identity of the Cooperative Extension Service. What Is Our Official Name? What is our organization s name? Are we the Cooperative Extension Office, County Agents office, the Extension 4-H Office, the Extension Office, the County Extension Office, the Farm and Home Center, or the Agriculture Office? In Kentucky, the official name of our organization is the Cooperative Kentucky, College of Agriculture. It provides an umbrella under which all programs fit. One of the marketing challenges that the Cooperative Extension Service faces is that many audiences do not understand 1 1

7 the tie between individual programs and the overall organization. For example, many people do not understand that 4-H is a part of the Cooperative Extension Service. The only way to solve this problem is to educate all staff about the importance of promoting the Cooperative Extension Service in conjunction with each of its programs. The use of a consistent organizational name will create a more consistent organizational image with clientele, decision makers, media representatives, and the general public. Why Is a Logo Important? Through the use of visual image used consistently and repeatedly, organizations develop and maintain their identity. When a logo is used consistently, the customer retains an image of the logo and associates it with the organization. In order for the public to recognize it, the logo, and the words associated with it, need to be used in as many ways as possible. Logos, when used consistently, can help audiences more easily link programs and services with the sponsoring organization. Market research indicates that a logo requires rigorous promotion before the public associates it with the organization. This is a major reason for maintaining a consistent logo over an extended period of time. What Is Our Logo? The CES logo was developed several years ago and has been used on publications, signs, posters, and in many aspects of our organization. Although the logo is official, it has not always been used in a consistent manner by all members of the organization. Special efforts should be made to ensure that the log is used correctly and consistently. The official logo for the Cooperative Extension Service at the University of Kentucky has only one version. The CES symbol is followed by the words Cooperative Extension Service, University of Kentucky, College of Agriculture. If a county identity is desired, it should be added after the words College of Agriculture. An example is CES symbol, Cooperative Kentucky, College of Agriculture, Adair 1 2 COOPERATIVE EXTENSION SERVICE University of Kentucky College of Agriculture County. The CES symbol should never be used by itself. It should always have the name of the organization accompanying it. In counties with Kentucky State University employees, the logo should be as follows: CES symbol, University of Kentucky, College of Agriculture, Kentucky State University, Adair County. When using the CES logo, be sure to keep the appearance crisp and of high quality on printed materials. There are electronic versions of the CES logo on the Cooperative Extension Service, University of Kentucky, College of Agriculture Folio- CD-ROM6 and also on the College website ( Using the Logo Correctly The location of the logo on the printed information and its size will need to be determined by the nature of the material being prepared. However, in almost every situation, the logo should be placed in the most visually prominent area of the printed material. Standard Colors If you are sending something to a commercial printer, you may have the option of printing the logo in a color. To ensure consistency, request that the printer use the official UK blue color known as PMS 541. Using the Logo When Working with Other Groups Many Cooperative Extension Service programs are conducted in collaboration with other organizations. In general it is important to maintain the identity of the Cooperative Extension Service when working with other groups and efforts should be made to use the CES logo if possible on information related to the collaborative effort. However, these decisions may have to be negotiated with the collaborative partners. Do I Need to Use CES on Everything? In order for the public to recognize the Cooperative Extension Service, they need to see and hear the name as many times as possible. We need to use every possible method and technique for using the organizational name and including the CES logo. All printed materials, exhibits, and verbal presentations, should include reference to the name and logo. Cooperative Extension Service Mailings Educational materials should include an affirmative action statement somewhere on them. The official affirmative action statement for the Cooperative Extension Service at the University of Kentucky, College of Agriculture is: Educational programs of the Kentucky Cooperative Extension Service serve all people regardless of race, color, age, sex, religion, disability, or national origin. There is no specific minimum size requirement for this information. It can be located any place on the printed material, although the outside back at the bottom is a standard location. The official letterhead using the CES logo should be used for all penalty mail. The Cooperative Extension Service is subject to various federal rules and regulations because the organization uses penalty mail postage. All correspondence mailed using the penalty mail postage must have the approved official letterhead which contains the CES logo accompanied by the words Cooperative Kentucky, College of Agriculture. This must appear at the top of the correspondence and be the dominant image on the page. It must also have the name, title, and signature of the extension agent or faculty member with penalty mailing privilege.

8 Cooperative Extension Service Marketing Materials Cooperative Extension Service marketing materials and items can be ordered through the university. Items are for loan to counties and departments, provided free, or purchased by the county or department. Through the Agricultural Distribution Center Order Entry system, counties can order items with the Cooperative Extension Service logo such as pens, pencils, envelopes, note cards, name badges, pocket folders, and stationery. View the Order Entry Program for a complete listing of these items. Special Order Cooperative Extension Service marketing items are ordered once a year and can be purchased by the counties. The items include exhibit boards, baseball caps, portfolios, aprons, table covers, signs, tote bags, mugs, and lapel pins. Consult the Cooperative Extension Service Marketing Manual for a complete listing of the items and information concerning ordering procedure. Several Cooperative Extension Service marketing resources are available to agents for use in their counties. The Cooperative Extension Service Marketing Manual, the Creative Teaching Techniques Notebook, and the University of Kentucky, College of Agriculture and Kentucky State University Folio CD-ROM 6 can all be used as resources for developing uniform Cooperative Extension Service educational materials and programs. Special Cooperative Extension Service marketing materials are available for use with the public: Two short videos, Cooperative Extension Service: Serving All Kentuckians and Cooperative Extension Service: Serving All Kentuckians Urban programs highlight the Cooperative Extension program in Kentucky. These tapes are located in the county offices and/or are available through the Agricultural Communications Video Library. A brochure, Serving All Kentuckians (ID 17) can be used to promote the Cooperative Extension Service and can be ordered through the Agricultural Distribution Center Order Entry Program. Display boards with the Cooperative Extension Service logo header are available for loan through the Agriculture Distribution Center. In addition, each extension area has a large similar display board for use by agents. Marketing Cooperative Extension Service: Let s Make It Professional All materials prepared and used for the public should market the Cooperative Extension Service. Forethought and consideration should be given to portray a professional image both in content and appearance. With new technology and resources available, we need to make every effort to have professionally prepared and designed materials using the Cooperative Extension Service logo and marketing ideas. For a detailed description of the Cooperative Extension Service marketing resources and aids, consult the Cooperative Extension Service Marketing Manual located in every county extension office. 1 3

9 Marketing Extension Through Educational Programs Following are suggestions on how to create a positive image for the Cooperative Extension Service when presenting educational programs: Adequately publicize educational meetings in the media. Be sure to use the Equal Opportunity Statement in your publicity. (This is needed for civil rights compliance.) Prepare a Meeting Survival Kit which has the essentials for conducting any meeting. Include such things as: n registration sheet n name tags n double-faced tape n podium sign n markers n extension cords n pencils n scissors n extra projector bulbs n paper n masking tape n paper clips Merchandise yourself. Recognize that your audience is judging the Cooperative Extension Service from your appearance and behavior. n Know your subject matter. n Show enthusiasm and be positive. n Be professional in dress and appearance. Do not wear any clothing items which advertise other groups, either commercial or non-commercial. Develop a detailed outline to organize the meeting. Visual aids should be professionally prepared and presented to help create a positive image for the Cooperative Extension Service. Preview all audio-visual material to determine how to operate the equipment. Be sure that visuals are complete and that slides are properly in equipment. (Always pack extension 1 4 cords and extra bulbs with audiovisual equipment.) If you are conducting a slide program, include in your presentation the Cooperative Extension Service, University of Kentucky College of Agriculture slide. If you are using transparencies, begin with the transparency that identifies the Cooperative Kentucky College of Agriculture. Become familiar with the facility where the meeting is being held. Locate the light switches, room temperature control, water fountain, and restrooms. Have the room arranged with chairs in place before clientele arrive at the meeting. Display the Cooperative Extension Service, University of Kentucky College of Agriculture sign on the podium, wall, or easel. Use this in conjunction with the Extension Homemakers or 4-H logo and signs. Include the Cooperative Extension Service logo on all printed materials. Use the Cooperative Extension Service logo on all displays and exhibits. Use a registration sheet with the Cooperative Extension Service logo, equal opportunity statement, and brief statement of the purpose of the Cooperative Extension Service. (This is needed for civil rights and affirmative action records and can be used for institutional CEUs.) Use CES name tags for participants in educational meetings. Wear your CES nametag when addressing new audiences. At all meetings introduce yourself. Include your name, title, and Cooperative Extension Service in your introduction. If new clientele are in the audience, hand out a one-page information flier about the Cooperative Extension Service or make the brochure Serving All Kentuckians (IP 17) available to participants. If possible, distribute a current issue of your county s newsletter to members of the audience who have not received copies. When presenting a program to nontraditional clientele and new audiences, plan to provide an overview of the Cooperative Extension Service education programs. Periodically, explain to your traditional clientele the overall Cooperative Extension Service goals.

10 Marketing Extension Through Office Facilities and Office Management Office Facilities If your office is well run, then you should be able to answer "yes" to all of these questions. Is the office location in an area easily accessible to the public and handicapped? Does the office building portray a positive image to the public? Are you using the Cooperative Kentucky College of Agriculture Office sign? Is the office sign large enough and in the correct location to be seen from the street? Is the sign in good repair? If your office is located within an office building, do you have directional signs to the office within the building? For offices with store front windows and glass doors, does the view looking in from the outside give a professional image? Is there a sign on the office door indicating the office, names of the Extension agents and secretary, and office hours? Is your reception area neat, orderly, and clean? Does the reception area arrangement allow the secretary/receptionist to be facing the door when clientele come into the office? Does the secretary portray a positive image by being friendly and helpful? Do the work space, counters, and tables create an image of a professionally operated office? Do the secretary/receptionist and county Extension agents have a name plate on their desks? Are the publication racks and displays kept neat? Do they include timely information? Are publications stamped with the office name, location, and/or telephone number? Is the Justice For All sign displayed in a prominent location? Are there name plates on the doors of the agents offices and on other rooms within the office? Are the agents offices neat, clean, and orderly? Have all posters and signs with commercial advertisements been removed from the walls of the office? Is there proper storage of bulletins, supplies, and equipment? Are storage areas kept neat and orderly? Is unused, antiquated equipment removed from the office when necessary? Are your files kept up to date with the most recent publications and information? Is there an office procedure for handling office visits, office calls, and telephone calls when the agent is not in the office? Do agents answer clientele requests promptly after the request is made? Do your routine work habits portray a positive professional image for the Cooperative Extension Service? Office Management Following are recommendations on how to present a positive image of the Cooperative Extension Service through office procedure and professional image. Telephone Listing The local Cooperative Extension Service office should be listed in the white and yellow pages of your local telephone book. The listing should be Cooperative Extension Service. This listing can be a separate listing, under County Offices, or under Government Offices. If your office is located in an area of the state that needs additional identity, the listing can be Cooperative Kentucky. If individual agent s titles or programs are used in the listing under Cooperative Extension Service, use the terminology of County Extension Agent for Agriculture, County Extension Agent for 4-H, and County Extension Agent for Home Economics. When advertising space is purchased for the yellow pages, use Cooperative Extension Service as the major emphasis and identify all four programs somewhere in the ad. Telephone Answering Procedure A suggestion for answering the telephone in the county office is: Cooperative Extension Service, County Office, speaking. Name Tag Badges The name tag badges provided by the University should be worn to portray a professional image. They should be worn to the following events and activities: Programs for non-traditional clientele. Exhibits and mass media events. Public relations activities. Joint programs with other agents and agencies. In-service workshops. Field days. Any type of educational program when the agent is presenting the program, introducing a speaker, or contributing to the program in some way. 1 5

11 Marketing Extension Through Radio/TV Appearances The best way to market Extension through radio or television is to present high-quality information in a professional manner. The best possible public relations effort may very well be delivery of good, sound information based on solid research. Everything else is secondary. Nevertheless, here are some broadcast tips: When doing regular radio or television programs, make sure you are identified with the Cooperative Kentucky College of Agriculture. You can give this information yourself, or you can ask a station announcer or producer to ensure that the information gets in the program s introduction and close. If you are interviewed for a radio or television news story, clearly identify yourself with Extension and look for any opportunities to weave UK Cooperative Extension Service, Extension, or UK College of Agriculture into your responses (if the topic and situation allow for it). Using the term county Extension agent is one way to give Extension some extra identification and visibility. Instead of referring only to the XYZ County Extension Service, try saying XYZ County office of the UK Cooperative Extension Service. Exploit every opportunity during your regular radio or television programs to talk about local Extension programs that you offer. When addressing a timely subject-matter concern, for example, mention that you offer a program, activity, or publication that specifically deals with the topic (an example of how Extension directly meets people s needs). Marketing local Extension programs through radio or television public service announcements can be a very successful way to reach community decision-makers and other clients. For your television or cable program, use the CES slide as a logo to enhance your identification with Extension. Don t pass up the chance to display a CES sign or logo in the background when doing on-location television. Marketing Extension Through Newspaper Columns and Stories Using newspapers to carry Extension s message is an excellent way to gain exposure for your programs and build Extension s image at the same time. Here are some tips to make sure your column or story helps your program. Select a topic worthy of media attention. Of course, what constitutes worthiness varies by the community, but do make sure that your topic is appropriate. Choose story topics that help build Extension s image. Watch out for topics that may erode your image. If your audience might question why you are dealing with the topic, don t write about it for media. And vary your topics; avoid writing about the same topic over and over. In your columns and news stories, be sure to identify the College of Agriculture Cooperative Extension Service. For columns, you will want to use: by John Doe, University of Kentucky County Extension Agent for Agriculture. For news stories where you quote yourself, make sure that your title is used in conjunction with your name the first time it is used, such as, according to John Doe, University of Kentucky Cooperative Extension Agent in Blank County. Proofread everything you submit to your newspaper. If errors make their way into the newspaper, everyone looks bad: you, your county office, Extension in general, and the newspaper. Work with your newspaper editor as you would with any other leader in your county. Remember, newspapers are under no obligation to provide you a forum. The newspaper is an independent enterprise. If you would like to have news coverage of an Extension event, be sure to let the newspaper editor or reporter know about the event in plenty of time to schedule coverage. Give the editor a fact sheet of who, what, when, where and why to use in assessing the value of your event for the newspaper. A phone call several days before the event is helpful in reminding the editor of your event. 1 6