The marketing process ensures that everything about the Kentucky Cooperative Extension– its programs, employees, facilities, and action– 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 Extension Identity?
A positive and uniform organizational identity is critical to the success of the Kentucky Cooperative Extension. It is important that the decision makers and people of Kentucky know about the Cooperative Extension, what it does, and the accomplishments of the organization.
How the organization communicates the identity of the organization, the mission of the organization, and the efforts and impact of the organization on the citizens of the state is the marketing program.
Marketing includes the use of a standard logo and identity and encompasses ways the organization and its members function on a daily basis. It is the way employees introduce themselves, the quality of educational programs delivered, and the appearance of newsletters and publications. It is the way business is routinely done and is a part of the normal programming process.
It is important that the Kentucky Cooperative Extension, its members, and its volunteers use the marketing program that has been designed. By using this marketing program, the organization will have a uniform identity and message that can be used by all of the members of the organization. When members of the organization and the organization itself follow a uniform marketing program in a positive way, it will ensure that everything about the Kentucky Cooperative Extension–its actions, programs, employees, facilities, and actions– communicates a positive, uniform, and consistent message to the public.
What Is Marketing Extension?
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 Kentucky Cooperative Extension. If they don’t believe in the organization and its purposes, they will not project a positive image. The marketing process is to ensure that everything about the Kentucky Cooperative Extension–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 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 members greet people, and the appearance of our newsletters and publications. The im age of the Kentucky Cooperative Extension is comprised of all planned and unplanned, verbal and visual communications. Everything we do speaks for us, either positively or negatively. And each item adds to or distracts from the positive image we want people to have of the Kentucky Cooperative Extension.
What Is Our Official Name?
Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment.
The Cooperative Extension Service logo is approved by the university and is the official primary logo to use when representing the Cooperative Extension Service.
In Kentucky, two land-grant institutions, the University of Kentucky and Kentucky State University, have Extension and research responsibilities for the state. At the University of Kentucky, the name of the Extension organization is Cooperative Extension Service. At Kentucky State University the Extension organization is referred to as Cooperative Extension Programs. When the Extension program is referenced regarding the overall Extension system within the commonwealth of Kentucky, the official name is Kentucky Cooperative Extension to represent the partnership of both the University of Kentucky and Kentucky State University.
At the University of Kentucky, to strengthen the connection with the University of Kentucky and the College of Agriculture, Food and Environment, the official name of the organization is Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment. This official title provides an umbrella under which fit all programs offered by agents and specialists.
One of the marketing challenges that the Cooperative Extension Service faces is that many audiences do not understand the tie between individual program areas and the overall Extension 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.
Every time the name of the Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment is spoken or the words or logo are printed the receiver forms an opinion. It may be positive and add to the receiver's already positive perception, or it may be negative and reinforce a negative attitude. Every time an identity is registered, the individual adds to the perception. Therefore, at every opportunity we ought to project a positive identity of the Cooperative Extension Service.
Why Is the Extension 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 th e public associates it with the organization. This is a major reason for maintaining a consistent logo over an extended period of time. All printed materials, exhibits, web sites, and oral presentations should include the name and logo. Th e Cooperative Extension Service logo is available in two color variations and approved for use in the state by the University of Kentucky. Always make the logo visually prominent. Its size should depend on how it's used. When you work with other groups, if possible, use the Kentucky Cooperative Extension logo on printed information.
What Is the Kentucky Cooperative Extension Logo?
The Kentucky Cooperative Extension logo with the combination of the UK and the KSU logo
is ap proved by both universities and is the official primary logo to use when representing Kentucky Cooperative Extension.
The UK College of Agriculture, Food and Environment and the Cooperative Extension Service follow the guidelines in the University of Kentucky Official Graphic Standards Manual for these logos.
When sending something to a commercial printer, there may be the option of printing the logo in a color. To ensure consistency, request that the printer use the official UK blue color (Pantone 286) and KSU color (Pantone 356, 110) for printed publications. For web, use #005DAA.
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 Kentucky Cooperative Extension logo if possible on information related to the collaborative effort. However, these decisions may have to be negotiated with the collaborative partners.
Official College Logo
The UK College of Agriculture, Food and Environment logo is trademarked.
The "UK" and the words "THE UNIVERSITY OF KENTUCKY" are both trademarked.
The words "College of Agriculture, Food and Environment" cannot be altered. Refer to the university manual for details.
Do I Need to Use the Cooperative Extension Service logo with the UKAg secondary logo?
The secondary logos do not replace the official UK logos, the College of Agriculture, Food and Environemnt logos, or the Cooperative Extension Service logos. The secondary logo is used only in addition to existing official UK/CES logos. All the headers, footers, EEO statements, mailing panels on enclosures, and newsletter templates continue to use the official Cooperative Extension Service logos. The secondary logo can be placed within the content of a document to promote UKAg. Go to more information on secondary logos.
Cooperative Extension Service Mailings
Educational materials should include an EEO affirmative action statement some-where on them. The official affirmative action statement for the Cooperative Extension Service at the University of Kentucky College of Agriculture, Food and Environment is:
Educational programs of Kentucky Cooperative Extension 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 Cooperative Extension Service logo should be used for all penalty mail. The Cooperative Extension Service is subject to various federal rules and regulations because the organization receives federal funds. All correspondence mail must have the approved official letterhead, which contains the UK logo accompanied by the words Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment. This information must appear at the top of the correspondence and be the dominant image on the page. It must have the name, title, and signature of the Extension agent or faculty member.
Cooperative Extension Service Marketing Materials
Cooperative Extension Service marketing materials and items can be ordered throug h the Marketing Resources site through the UKAg Store. View the UKAg Store 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, aprons, table covers, and signs. Consult the Web site for a complete listing of the items and information concerning ordering procedure.
Several Cooperative Extension Service marketing resources are available on the Web site to agents for use in their counties. Special Cooperative Extension Service marketing materials are available for use with the public:
• Two short videos, “Trust, Transition and Teamwork” and “Classrooms without Walls.” and other promotional videos.
• Display boards with the Cooperative Extension Service logo header are available for purchase. Order the headers through the promo vendors.
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. Visit the Marketing Resources for more resources by clicking on the tabs at the top of this page.
Marketing Extension through 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 the disabled?
• Does the office building portray a positive image to the public?
• Are you using the Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment 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 storefront 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 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 secretaries/receptionists have nameplates 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 nameplates on the doors of the agents' offices and on other rooms within the offices?
• 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 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 routine work habits portray a positive, professional image for the Cooperative Extension Service?
Marketing Extension through Educational Programs Announce the Meeting or Presentation to the Media
Announce meetings through the media-- newspaper, or radio--making sure to include the Equal Opportunity and Disabilities Statement in the announcement. This statement is needed for affirmative action compliance. When contacting the news media, always make sure you are identified with the Cooperative Extension Service, University of Kentucky College of Agriculture.
Prepare for the Presentation:
Know Your Audience
Your program will be much more successful if you can relate the content to the audience. If you know the general age group, gender, and lifestyle of the audience, it will increase your ability to successfully reach that level of communication.
Know Your Subject Matter
Your program is only as good as you know it.
• Have a detailed outline, lesson plan or PowerPoint slides under the templates tab to guide you through screen after screen.
• Nicely done visual aids, posters, and displays help bring attention to the topic.
• Introduce yourself at all meetings! Example: Good Morning! My name is Jane Doe and I work as the 4-H Youth Development Agent for Lamb County for the UK Cooperative Extension Service.
• Show enthusiasm and be positive.
• Dress professionally and appropriately.
• Wear UK/Cooperative Extension Service clothing!
• Wear your name badge to identify yourself to the audience.
Do Your Homework
• Familiarize yourself with the room--lights, temperature controls, restrooms, etc.
• Make sure the room is completely set up before the audience enters (includes equipment working, chairs arranged, presentation ready).
• All printed materials should have the Cooperative Extension Service logo.
• Utilize the Cooperative Extension Service tablecloths/runners, meeting and podium signs.
• Have the registration/sign-in sheet with Cooperative Extension Service logo, EEO and Disabilities statement, and brief statement of purpose of the program (This is needed for civil rights and affirmative action records and can be used for institutional CEUs.).
• Use name tags for participants.
Using a Laptop/Projector?
Always save your presentation on the laptop and/or DVD or Flash drive. Internet connection can fail during a presentation. Make sure the laptop has the battery charged so it can deliver the presentation and have available the power cord, if needed.
• Preview the presentation before you are in front of the audience.
• Understand how all the equipment works (bringing your own may work best).
• If there is a technical support person in the building, that person can assist in getting the equipment connected and working for you. Internet connections, IP addresses, and login passwords can be frustrating hurdles if you attempt to obtain them at the last minute.
• Always start and finish the presentation with Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment slides.
PowerPoint slides are available for the setup screen.
Prepare a "Meeting Survival Kit"
Have all the essentials ready when you need them:
• registration/sign-in sheet
• name tags
• double-faced tape
• podium sign, tablecloth or runner
• extension cords
• extra equipment accessories
• masking tape
• paper clips
In video conferences, you are generally responsible for:
• Arranging for a location.
• Arranging for equipment.
• Handling publicity and promotion.
• Determining a budget and collecting fees.
• Handling registration.
• Obtaining and distributing program support materials.
• Planning and carrying out on-site activities.
• Connecting to the other site(s).
• Providing certificates of participation.
• Providing evaluation tools.
• Arranging for refreshments.
Working with Media
Keeping the public aware of the research, Extension, and teaching efforts of the University of Kentucky College of Agriculture, Food and Environment and Cooperative Extension Service is vital to our success. Visit UKAgNews, and Ag Communications Services for more resources.
Our mission is to support UK’s land-grant/Cooperative Extension objective of delivering unbiased, research-based information. Below is information that can help you communicate with the media.
• Be congenial and be prepared.
• Get to know local reporters and editors, but maintain a professional relationship.
• Become a source of information.
• Deliver (printed, double-spaced) releases, well before deadline. Always include a contact name and phone number. Be sure the copy is clear (a news release may be delivered electronically).
• If the release has time-sensitive information, such as a meeting, use the phrase Release before ______ (date). Otherwise, use the phrase Release upon receipt.
• When you want news coverage for a time-specific event, allow 7 weekdays of lead time for a daily newspaper and 10-14 weekdays for a non-daily. Call several days before the event as a reminder.
• Return reporters' phone calls promptly.
• Provide a fact sheet if you're not providing a release.
• Provide supplemental material and make sure reporters know you'll be glad to answer questions, clarify information later if needed, or refer them to someone else to answer questions you can't answer.
• If the story has an error of fact, contact the newspaper, radio, or TV station as soon as possible, preferably in person. Don’t complain, but instead say “I wanted you to be aware because I know you value accuracy and will want the correct information for future stories on this topic.”
• If audience interpretation will not be affected, don’t ask for a correction just because you didn’t like the way something was stated.
• Plan carefully in advance how you will respond to specific media questions. Media typically do not grant advance review and approval on stories before broadcast or publication.
• Say yes to interview requests from media on routine topics. Be positive and upbeat. Make sure you are identified with the Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment.
• If media calls to ask about a potentially controversial or sensitive issue, it’s best to ask the general nature of the inquiry then say that you or someone at the University will get back with them. Then contact a PR specialist at either Ag Communications or UK Public Relations. The PR specialist can provide consultation and help determine the appropriate response. Keep in mind that whether it’s you or the PR specialist who ultimately speaks to media, the person commenting is representing the University.
• Your column or story should be timely and relevant, help build Extension's image, and provide new information if possible.
• Use the newspaper templates and make sure you link yourself with the Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment. For columns, you will want to use: By (your name), University of Kentucky County Extension Agent for _________.
• For news stories in which you quote yourself, make sure that you use your title along with your name on first reference: . . . according to (your name), University of Kentucky Cooperative Extension Agent in _______ County.
• Proofread everything you submit.
• Deliver columns on time.
• Become a source of ideas for Extension-related feature stories. They can be about someone's accomplishments, work, or hobbies. Be sure the person to be interviewed is articulate and willing to talk.
Radio and Television
Deliver sound, research-based information on a regular basis.
• Print and Radio News Releases (http://www.ca.uky.edu/news/)
• Video Center Search (http://ces.ca.uky.edu/marketing/video)
Radio and Television Appearances
• Identify yourself with the Cooperative Extension Service, University of Kentucky College of Agriculture, Food and Environment. Give this information yourself or ask a station announcer or producer to make sure it gets in the program's introduction and close.
• If you are interviewed for a radio or television news story, provide responses that are upbeat and positive in tone and content, and look for opportunities to weave UK Cooperative Extension Service, Extension, or UK College of Agriculture, Food and Environment into your answers.
• Use the term county Extension agent to give Extension extra visibility.
• Instead of saying the XYZ County Extension Service, try saying the XYZ County office of the UK Cooperative Extension Service.