Extension Brand Value Research
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Transcript of Extension Brand Value Research
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distribution outside the client organization without prior written approval from Copernicus Marketing Consulting and Research. Copyright 2008 COPERNICUS, all rights reserved
Prepared for:
Extension Brand Value ResearchNorth Dakota Supplement Findings
December, 2008
Overview
This is a detailed report on findings from the North Dakota state-supplement to the National Cooperative Extension Brand Value study.
This report will explore the following:1. Where are we today?
– Current Extension Branding
2. What is our potential to increase relevance?– Extension Brand Potential
3. How do we get there?– Improving Brand Value
This report will also address state-supplement questions that were asked only in North Dakota.
2
Methodology
A total of 300 interviews were conducted during June – July 2008, in North Dakota.
Interviews were conducted online, and lasted for 15 minutes on average Participants were members of a representative online panel Sample quotas were implemented to ensure a demographic mix of consumers
was included in the research Further sample balancing was performed to ensure the data accurately reflects
the North Dakotan population on key demographic criteria*
3*Criteria include: Gender, Age, Urban/Rural, Ethnicity, Education, & Household Income.
Current Extension Branding
4
Have Heard of the Term Land-Grant University
Q2. Have you heard of the term “Land Grant University”?Q3. Is there a Land Grant University in your state?Q4. What is the name of the Land Grant University / Universities in your state?
General awareness and knowledge of “Land-Grant” Universities is low in North Dakota, but somewhat higher than in other states.
Awareness / Knowledge
Know that there is a Land-Grant University in their State
Correctly Named Land Grant University in their State
Current Extension Branding
5
Have Heard of Cooperative Extension
Eighty-three percent are aware of the NDSU Extension Service – more than double the national rate of in-state Extension program awareness. However, very few North Dakotans know that their state Extension is a part of a larger network.
Awareness / Knowledge
Have Heard of their State Extension Program*
Know that their State Extension is Part of a National Network*
Q5. Have you heard of a community outreach program called “Cooperative Extension”?Q6. Have you heard of [STATE EXTENSION NAME]?Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative Extension System”?*Respondents were asked about their state Extension program; those in North Dakota were asked about North Dakota State University (NDSU) Extension Service.
Current Extension Branding
6Q9. How familiar are you with [STATE EXTENSION NAME]?
Extremely FamiliarVery Familiar
Somewhat Familiar
Slightly Familiar
Not at all Familiar
Familiarity with NDSU Extension is much higher compared with Extension familiarity in other states – more than half of North Dakotans are at least somewhat familiar with NDSU Extension. Still, an opportunity exists to increase familiarity.
Familiarity(Among those who Have Heard of their State Extension Program)
Nationally North Dakota
52%31%
Current Extension Branding
7
Have Ever Used Extension
Have Used Extension in the Past 12 Months
Q7. Have you ever used [STATE EXTENSION NAME] information, programs or services?Q8. Have you used [STATE EXTENSION NAME] information, programs or services in the past 12 months?
Extension usage rates in North Dakota are much higher than in the rest of the country, although more than half of North Dakotans have never utilized Extension.
Extension Usage
Current Extension Branding
8
Q14. Have you heard of the 4-H Youth Development program?Q15. Is 4-H affiliated with [STATE EXTENSION NAME]?Q16. Have you had any involvement with 4-H in the past 12 months?Q17. Have you heard of the Master Gardener Program?Q18. Is the Master Gardener Program affiliated with [STATE EXTENSION NAME]?Q19. Have you had any involvement with the Master Gardener Program in the past 12 months?
Extension 4-H Master Gardener
Awareness Knowledge that 4-H / MG is Part of Extension
Use of 4-H / MG
4-H Master Gardener
4-H Master Gardener
NationallyNorth Dakota
Awareness of 4-H is as high as Extension, and much higher than Master Gardener, but only 22% know that 4-H is a part of NDSU Extension.
Current Extension Branding
9Q11. Through which of the following have you seen or heard something about [INSERT STATE EXTENSION NAME] in the past 12 months?
Ways Recently Seen or Heard about Extension (Among those Aware of Extension)
North Dakotans have heard about Extension through a variety of sources in the past 12 months – with brochure, pamphlet or flier being the most commonly cited.
Family member, friend, or colleague
Newspaper
Television
Brochure, pamphlet or flier
Internet / web / email
From an Extension employee / volunteer
Radio
Community member or leader
Something you received in the mail
From a display or booth set-up in the community
Magazine or newsletter
From a seminar or course you took
Extension Brand Potential
10
• Help youth develop leadership skills
Q1. Now you will read a list of statements that express people’s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree)*Percent Strongly / Somewhat Agree
Extension covers areas that are relevant – there is broad consumer agreement on the importance of most of these areas.
• Teach people how to better manage finances
• Teach parenting & family communication skills
• Educate the public on protecting the environment
• Teach people how to live healthier lives
• Teach small business owners the skills needed to succeed
• Can help our farmers succeed
• Educate homeowners about gardening / landscaping
We really need programs that:
Consumer Agreement with Statement*
Extension Brand Potential
11
Any of these Areas
Q20. For which of the following areas have you sought information, services, or programs, in the past 12 months?
Recent Seeking of Help in Area(From Some Resource)
Personal Health
Personal Finance
The Environment
Gardening & Landscaping
Family
Small Business
Community Improvement
Youth Development
Ag. / Farming / Ranching
Many consumers sought help (information / programs / services) from some resource in the areas Extension focuses on.
Extension Brand Potential
12Q21. Did you use [STATE EXTENSION NAME] or some other resource for information/programs on [PROGRAM AREA]?
Use of Extension(Among People who have Sought Help in Each Area)
Ag. / Farming / Ranching
Gardening & Landscaping
Youth Development
Family
Community Improvement
The Environment
Personal Health
Personal Finance
Small Business
As seen earlier, Extension usage rates are much higher in North Dakota than in many other parts of the country, however, a significant opportunity still exists to become more relevant in many of the programmatic areas shown below.
Extension Brand Potential
13
Very Good
Q22. How would you rate [STATE EXTENSION NAME] in providing the information / guidance you needed on [INSERT PROGRAM AREA]?Q24. How would you rate these other source(s) in providing the information / guidance you needed on [INSERT PROGRAM AREA]?
Excellent
Perceptions of Extension(Among those Using Extension)
83%
51%
Perceptions of Other Resources(Among those Using Other
Resources)
83%
39%
Extension delivers on its promise – those who have used Extension give it very strong ratings. The same cannot be said of other resources people have used.
Extension Brand Potential
14
Government organizations should do more to offer programs and services that improve community life
I wish my community could benefit more from the research and knowledge in our universities
Q1. Now you will read a list of statements that express people’s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree)*Percent Strongly / Somewhat Agree
Consumer Agreement with Statement*
Consumers would like the government and universities to do more to improve community life. The lower proportion of North Dakotans “wishing their community could benefit more from University research/knowledge” may be reflective of the relatively stronger presence that NDSU Extension already has in the state.
Extension Brand Potential
15
I am more likely to believe information if I know it’s provided by a reliable source such as a major university
I am more likely to believe information if I know it’s provided by the government
Universities are perceived to be a more credible source of information than the government. More North Dakotans feel they can turn to Universities in their state for information/programs, compared with the rest of the country.
Consumer Agreement with Statement*
Q1. Now you will read a list of statements that express people’s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree)*Percent Strongly / Somewhat Agree
I know I can rely on the universities in my state for information and programs, if I need them
Extension Brand Potential
16
I like to learn new things by reading, taking courses or participating in seminars
I would be interested in taking classes to learn new things / skills, even if the courses do not count towards a diploma or degree
Educational programs that charge a fee provide much better learning / knowledge than those that are free
Consumer Agreement with Statement*
Q1. Now you will read a list of statements that express people’s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree)*Percent Strongly / Somewhat Agree
Most consumers are interested in “non-formal” learning; very few believe that programs charging a fee are better than those that are free.
Extension Brand Potential
17
A description of Extension was read by consumers who did not know of Extension:
As you may have gathered through the questions asked so far, the Cooperative Extension System is a national network of land-grant universities that brings research-based information, services and programs to the community. The local Cooperative Extension System partner in your state is [STATE EXTENSION NAME]. Information and programs offered through the Extension system are based on up-to-date learning and reviewed by experts in the specific areas before they’re brought to the community. You can be sure that you’ll receive valid, reliable information and programs in a variety of areas to improve quality of life. About 3,000 Extension offices, roughly one in each county, are available as a resource for you to use. A variety of information / programs are offered in areas such as: • Youth Development• Agriculture / Farming / Ranching• Gardening & Landscaping • Environment• Personal Health • Family• Personal Finance • Small Business• Community Improvement In addition to the offices that you can call or visit, there is an online resource, eXtension.org, to bring you the best, research-based information on a variety of topics.
Extension Brand Potential
18
Q26. Which of the following best describes your overall impression of this resource you can benefit from? (Like it Very Much, Like it Somewhat, Neither Like nor Dislike, Dislike it Somewhat, Dislike it Very Much)*Includes those not aware of (State Extension) & those aware but not at all familiar with it.
Most people who do not know about Extension react positively to finding out about it.
65%
Do Not Know About Extension*
People Who Know About Extension
Knowledge of Extension
73%
Interest in Extension
Nationally
Like it Very Much
Like it Somewhat
Neither Like nor Dislike
Knowledge of Extension
Interest in Extension
North Dakota
Extension Brand Potential
19
One of these Programs
Q27. Which of the following [STATE EXTENSION NAME] information, programs, or services are you likely to take advantage of in the next 12 months? *Asked to everyone in the study
Likelihood to Use Extension*
Personal Health
Personal Finance
The Environment
Gardening & Landscaping
Family
Small Business
Community Improvement
Youth Development
Ag. / Farming / Ranching
Having found out about Extension, most people expect to use the information / programs it provides.
Improving Brand Value
This research confirms the importance of building Extension awareness and familiarity
At present, Extension has modest awareness and familiarity among the general public
However, those that do know Extension have a strong appreciation for what it provides
And others (who do not know Extension) react favorably to finding out about what it provides
Finally, Extension offers programs on issues / areas that are very relevant to the American public
20
Improving Brand Value
21
Do Not Know That State Extension Service is Part of National Extension
Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative Extension System”?Q13. How does knowing that [STATE EXTENSION NAME] is part of a national network affect your perception of [STATE EXTENSION NAME]?
Know the Connection Between State & National Extension
Greatly Improves Perception of State Extension
Somewhat Improves Perception
Makes No Difference
Among Consumers Who Know About Their State Extension Service
Stronger association with “National Cooperative Extension” has the potential to improve consumer perceptions of their State Extension programs.
Knowledge About State-National
Connection
59%
Impact of Making Consumers Aware
of Connection
Nationally
Knowledge About State-National
Connection
Impact of Making Consumers Aware
of Connection
52%
North Dakota
Improving Brand Value
What should Extension stand for?
What should it deliver and communicate to the American public, most of whom do not know anything
about Extension?
22
Improving Brand Value
23
Twenty-five different characteristics were explored in this research.
Trustworthy Source• Provides information you can trust• Is an organization you can trust
Current / Reliable Information• Provides the latest, research-based information on a variety of
topics• Provides information and resources that are relevant to the needs
of your community• Keeps up with the latest science and thinking
Expert Review• Provides information that has been reviewed by experts
Convenient Access• Has information available via the Internet so you can get it when
you want it• Provides information / programs / services that are easy and
convenient to access and use• Provides information in a variety of ways, (e.g., in-person, over the
phone, on-line, etc.)
Great Staff • Has knowledgeable employees and volunteers• Has committed employees and volunteers who truly care
Quality Of Life • Enhances your quality of life• Helps you succeed• Provides education and resources that transform lives• Helps improve the quality of life in communities across the country
Change Agents • Works to bring positive change to the community• Is dedicated to solving problems in the community• Works at improving the lives of the disadvantaged
In-person Support• Has people you can turn to for help on many different issues• Has local offices in your county that you can rely on• Offers programs that can provide you with in-person training and
help
Scope Of Work • Offers information and programs for all types of people in the
community
University Connection • Provides your community with educational programs/services
developed by universities in your state• Belongs to a network of major universities across the country
Experience• Is an organization that has been in service to the community for
almost 100 years
24
“Dream Detection”
Self-reported consumer desirability
from the survey
“Problem Detection”
Gap between needs (desirability) and
current perceptions
“Preference Detection”
Individual (attribute) perceptions impact on overall preference for
Extension
Motivating PowerWeighted Average of the Three Measures
(Computed for each attribute / benefit for each respondent)
We used a sophisticated approach to uncover what consumers are looking for in an organization providing information/programs/services to help people.
Improving Brand Value
Improving Brand Value
25
Motivating Power of Characteristic*
Trustworthy Source
Expert Review
Convenient Access
Current/Reliable Information
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 <40). Motivating Power was run at the national level (not by state).
University Connection
Experience
Highly Motivating
Moderately Motivating
Less Motivating
Most of all, people want a resource they can trust. They also want convenient access to the best information and knowledgeable / committed staff they can turn to for help.
Improving Brand Value
26
The Internet is a tool that has changed the world we live in
The Internet is the first place I turn to when I need some information
There’s so much information on the Internet, it’s difficult to know what to trust
There’s so much information on the Internet, it’s difficult to know what is relevant and up-to-date
eXtension and the Internet can help strengthen the Extension brand.
Consumer Agreement with Statement*
Q1. Now you will read a list of statements that express people’s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree)*Percent Strongly / Somewhat Agree
Improving Brand Value
27
Download a How-To Video from the Internet
Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME] information, programs and services? (Very Likely, Somewhat Likely, Not at all Likely)* Percent Very / Somewhat likely
Method of Accessing Extension*
Attend a Meeting / Workshop
Take Online Course
How-To TV Show
Ask for Brochures / Publications
Search the Internet
However, other channels will also be important in reaching a broad group of consumers.
Improving Brand Value
28
Download a Podcast
Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME] information, programs and services? * Percent Very / Somewhat likely
Method of Accessing Extension* Cont’d
Social Networking Site Like MySpace / Facebook
How-to Radio Program
Class that Meets Several Times
Chat Online with Expert
Call 800 / Local Number
Improving Brand Value
29
• Among the General Public there is consensus that Extension should stand for being a “trustworthy” source of information/programs. Emphasizing the “Expert Review” of program content can help reinforce validity of information being provided. Also very important, is delivering “current/reliable” information – staying at the forefront of existing knowledge in an area. These characteristics of Extension, along with the knowledgeable and committed staff that deliver programs, can form the basis of a “communications platform” to improve brand value
• From a programmatic perspective the research shows that Extension is strongest in Agriculture, Youth Development and Gardening programs. Since consumer needs – especially younger people and those in urban areas – also cover several other areas, Extension will need to look at how some of its other programs can be augmented. Exactly how this needs to be done will depend, of course, on the specific situation and needs of the North Dakota Extension program
• From a program delivery perspective consumers indicated that “convenient access” to information/programs is very important. The research findings also show that people are very interested in using multiple ways (in-person classes/help being one of them) to access Extension programs. Extension needs to continue its focus on broadening access to programs/services.
Summary
30
State-Specific Questions
Additional North Dakota Questions
31
Areas North Dakota Extension Should Address
QN1. North Dakota State University Extension Service would value your opinion on the role it should have in providing educational programs/services to the people of North Dakota. There are a number of different areas that we’d like your opinion on. Please read each carefully and indicate what you think should be the NDSU Extension Service role.
Expand Maintain Reduce Eliminate Not SureUnweighted Base 300 300 300 300 300
% % % % %
Energy and renewable resources 58 26 2 1 13
The unique problems/needs of people and towns in rural areas 41 42 3 1 13
Natural resource and environmental management 39 41 4 1 15
Youth life-skill development 39 45 2 1 14
Senior citizen/elderly financial security and living in own home longer 38 35 5 4 18
Community leadership and economic development 32 45 6 1 15
Farming and ranching 32 48 7 1 12
Human nutrition, diet and health 30 50 3 2 15
The unique problems/needs of people and cities in urban areas 19 55 6 2 17
The unique problems/needs of people and communities in American Indian reservation areas 17 40 13 7 23
North Dakota
Very few North Dakotans want to see any of these programs diminished or eliminated. Most would like to see the “energy and renewable resources” program expanded.
Respondent Profile: North Dakota*
32
Female 51%
Age
18-34 30%
35-54 38%
55+ 31%
Hispanic / Latino 1%
Race / Ethnicity
White / Caucasian 96%
Black / African American 3%
Asian / Asian American 2%
American Indian / Alaskan Native 4%
Other 0%
Married 66%
Have Kids <18 in Home 37%
Average Household Size 2.6
Household Setting
Urban 31%
Suburban 14%
Rural 56%
Bachelor’s Degree or Higher 23%
Employed Full or Part Time 75%
Household Income
<$25,000 21%
$25,000 - $49,999 37%
$50,000 - $74,999 20%
$75,000 + 22%
*Represents the “balanced” sample – not the unweighted, actual number of respondents.
33
Significance Testing
Red boxes and blue circles, as depicted below, have been used throughout this report to highlight statistically significant differences.
= significantly higher at the 90% confidence level
= significantly lower at the 90% confidence level
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