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The National Extension Branding Initiative: Lets Get Going! Elizabeth Gregory North Co-Leader, Brand Value CoP eXtension.org

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Is Extension the best-kept secret in your state?

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Did you say yes? If not, you should have. Research shows that only 27% of adults nationwide have heard of Cooperative Extension.

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Its time to let the cat out of the bag!

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Its time to change. Its time to strengthen Extensions brand. Its up to us, to each one of us.

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Will Extension be recognized and valued in the 21 st century, or will it just fade away? The future is in our hands.

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How do you build a strong brand? Building a strong brand takes: a clear and compelling message. validated by research. focused on the audience. consistently and repeatedly communicated, delivered, and experienced.

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The Research

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Key Lessons from the Brand Research People who know us, love us. Very few people know us. Even those who do know us dont know much about us. We must do a better job of linking our name and our brand messages to our positive brand experiences.

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For more detail on research findings Presentation by Sohel Karim of Copernicus and Elizabeth Gregory North, focusing on research design and data analysis: http://connect.extension.iastate.edu/p10317030/ http://connect.extension.iastate.edu/p10317030/ Presentation by Elizabeth Gregory North for Virginia Cooperative Extension, focusing on implications for action. Click on Extension Brand Value:http://www.intra.ext.vt.edu/staffdev/2012_VCE_An nual_Conf.htmlhttp://www.intra.ext.vt.edu/staffdev/2012_VCE_An nual_Conf.html

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General Market Research Motivating Power of Extension Attributes* Trustworthy Source Expert Review Convenient Access Current/Reliable Info. Great Staff Quality of Life Change Agents In-person Support Scope of Work *Motivating power on a 0-100 scale where 0 = Not Motivating and 100 = Extremely Motivating. Needs have been grouped into highly (MP score = 70+); moderately ( MP score = 40-69); and less motivating (MP score