3.0 Target Audiences

 3.1    Missouri Residents

Missouri residents residing within the 114 counties and the City of St. Louis with needs for practical information related to MU Extension’s 6 programmatic areas.

 MU Extension has identified 6 programmatic areas:

• Business Development
• Agriculture and Natural Resources
• Community Development
• Youth Development
• Continuing Education
• Human Environmental Sciences

Additionally, MU Extension has divided the state into eight service regions as follows: 

• South Central
• Southeast
• West Central 
• Central      
• East Central           
• Southwest
• Northwest
• Northeast 

Missouri residents are the external “customers” of MU Extension.  Research indicates that this audience is largely unaware of MU Extension.  It is imperative that, when introduced to the new MU Extension brand, they find it believable, accessible, and relevant to their daily lives.

 3.2  Media 

Local and regional print, broadcast and interactive media using the full range of paid and earned media working in tandem with existing communications vehicles. The benefit of building relationships with the media and bringing clarity to the services offered by MU Extension is three-fold.  First, they will realize and communicate the vast informational resources MU Extension can provide.  Second, they also will be more likely to reference the brand and attribute key programs to MU Extension experts.  Third, they must become comfortable calling upon, interviewing and quoting MU Extension experts when writing stories ranging from how Missourians can lower their risk of catching West Nile, to how parents can help prevent children from falling prey to the pressures of urban gangs.  This requires an aggressive outbound effort to build strong county and regional relationships with the news media throughout Missouri.

 3.3 Internal Influencers

University of Missouri administration, faculty and staff, alumni, county extension council members, students, volunteers and retirees.

 The MU Extension brand must be brought to life from the inside out.  Therefore, it is imperative that internal audiences embrace the brand and live it as they represent MU Extension to external audiences.

3.4 Opinion Leaders

Community leaders, legislators, county commissioners, business leaders, city government officials and key influencers specific to counties and local Missouri communities.

 By creating awareness for the services and the educational possibilities available through MU Extension, influencers will draw upon extension resources for their existing programs and will also serve as evangelists for MU Extension programming.

Next: Section 4.0 Primary Goal

Return to Statewide Strategic Communications Campaign