Statewide Strategic Communications CampaignUniversity of Missouri Extension conducted an awareness and branding communications campaign to help educate our state’s residents about extension and its value to Missourians, and to connect the organization more strongly to the University.
The links below will take you to pages where you can read and see more about the research and planning behind the campaign, marketing tools being developed for employees’ use and current advertising efforts.
If you have questions or comments about any aspect of the campaign, please e-mail Dolores Shearon, Extension marketing director.
Marketing/Plan of Work Research
Strategic Communications Plan
In summer 2005, MU Extension selected Woodruff Sweitzer, a Columbia-based marketing and advertising agency, to develop a strategic communications plan for a statewide campaign. You can view the other plan components on the following pages:
- section 1.0 Market Overview
- section 2.0 Competitive Overview
- section 3.0 Target Audiences
- section 4.0 Primary Goal
- section 5.0 Communication Objectives
- section 6.0 Brand Platform
- section 7.0 Strategies
- section 8.0 Tactics
- section 9.0 Future Recommendations
Employee ToolkitOne important component of the MU Extension strategic communications campaign is to equip faculty and staff with professional-looking marketing “tools” that feature a consistent look and set of messages about University of Missouri Extension. Some of the items below are currently under development:
- Print advertising template
- Brochure template
- Exhibit displays check-out
Exhibit window shades
4-H Youth display
Business development display
Community development display
Continuing education display
Missouri families display
General display - program areas
General display - topics
General display - "one-stop source"
- Newsletter template
- PowerPoint template
- Specifications for tagline use
- Style guide
A November flight of newspaper and radio advertising ran in markets across Missouri. After a hiatus for the holidays, when retail advertising dominates the scene, a new phase of advertising will begin, including print, radio and Internet efforts.
The ads in our campaign are designed to increase recognition of and strengthen the parent brand. They use examples from programs, courses and other offerings to help Missourians understand and appreciate the breadth of MU Extension as “Missourians’ only one-stop source for practical information on almost anything.”
The print designs feature warm, whimsical photos to draw readers’ attention as well as copy that provides examples of subjects that extension programs address. The examples are taken from a list of subjects in which respondents to the statewide telephone survey voiced the most interest. Sitting in the upper right-hand corner of each ad, the caricature Professor Xtension provides a topical factoid. As a peripheral graphic element, the professor appears in a number of campaign pieces as a means to promote a consistent visual identity for MU Extension.
The first of at least three radio commercials presents a number of extension topics in an engaging, humorous conversation between two fellows, one of whom knows a lot about everything -- except for the practical kinds of information he can learn from MU Extension. A woman’s voice provides narration.
- Be your own boss by “Starting a Small Business.”
- Brush up on “Environmental Stewardship.”
- Go green with “Master Gardener.”
- Brace yourself for “Parenting Teenagers.”
- Open your eyes to “Retirement Planning.”
- Get hip on “Responsible Fatherhood.”
- Get acquainted with “Judging Dairy Cattle.”
- Get rolling with “Law Enforcement.”
- First radio commercial, aired Nov. 2005 (mp3)
- Second radio commercial, aired Jan.-Feb. 2006 (mp3)
- Third radio commercial, aired Jan.-Feb. 2006 (mp3)
- Fourth radio commercial
(English version) (mp3)
Posted 6/22/06. This spot has aired in the Kansas City, St. Louis, and mid-Missouri markets.
- Fourth radio commercial
(Spanish version) (mp3)
Posted 6/22/06. This spot has aired in the Kansas City markets.
Missouri communities where advertising on radio stations and newspapers ran in November include:
- Newspapers: Ava, Bethany, Bolivar, Brookfield, Buffalo, Butler, Cape Girardeau, Carollton, Cassville, Chillicothe, Columbia, Gallatin, Hannibal, Jefferson City, Kirksville, Maryville, Ozark, Plattsburg, Poplar Bluff, Rolla, Salem, Sedalia, Troy, Viburnum, Washington and West Plains
- Radio: Sixty-five radio stations in the following markets – Ava, Bethany, Boonville, Branson, Buffalo, Cairo, Cameron, Cape Girardeau, Carthage, Chillicothe, Clinton, Columbia, Doniphan, Farmington, Festus, Fulton, Jefferson City, Joplin, Kansas City, Kennett, Kirksville, Lebanon, Louisiana, Malden, Marshall, Memphis, Mexico, Moberly, Monett, Mountain Grove, Neosho, Nevada, Osage Beach, Piedmont, Portageville, Potosi, Quincy, Rolla, Salem, Sedalia, Sikeston, Springfield, St. Joseph, St. Louis, Stockton, Sullivan, Thayer, Trenton, Versailles, Warrensburg, Washington, Waynesville, West Plains and Willow Springs.