4.0 Primary Goal

To establish MU Extension as relevant, practical and the comprehensive information resource for Missouri residents.

5.0 Communications Objectives

• Establish and clearly position the MU Extension brand.
• Increase exposure to and involvement in desired MU Extension programs.
• Increase awareness of MU Extension, its mission and its tie to the University of Missouri campuses in Columbia, Rolla, St. Louis and Kansas City.
• Change opinions. Provide a broader perspective of what MU Extension is and does – particularly among urban populations who probably view it as an outdated program focusing on agriculture, horticulture and homemaking.
• Reinforce the program’s positive messages.
• Facilitate access. Explain how prospects can engage MU Extension services through local specialists and online. Also, leverage public institutions (such as public libraries) as a way to access and promote MU Extension services.

Next: Section 6.0 Brand Platform

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