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Extension Marketing Focus Group Data & Recommendations

Gain insights from focus group data to retool Extension's image for effective branding. Recommendations include logo redesign and consistent messaging for improved visibility and credibility.

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Extension Marketing Focus Group Data & Recommendations

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  1. Extension Marketing Focus Group Data & Recommendations Maria Bowie Extension Program Planning 2012 Info for PDCs, Program Leaders

  2. 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

  3. 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

  4. 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’

  5. 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

  6. 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

  7. 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.

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