6.0 Brand Platform

6.1 Brand Challenge

MU Extension is a statewide network empowering urban to rural Missourians with practical education in six key areas: Business Development, Agriculture and Natural Resources, Community Development, Youth Development, Continuing Education and Human Environmental Sciences.

Although hundreds of MU Extension Specialists promote programs across the state, awareness is low and few people have a clear and proper perspective of the scope and mission of MU Extension. In fact 41% of Missourians surveyed had not even heard of University Extension, and after seeing a list of programs offered, 89% indicated that they had not participated in any of the programs.

Awareness about MU Extension programs is particularly low in urban areas. In fact, the highest participation rates occurred in the agriculture & natural resources and 4-H programs at approximately 11%. Participation in business, or economic development, however, was only between 2% and 5%. 

MU Extension target audiences such as participants, legislators, University faculty, businesses and the media, do not fully appreciate how MU Extension taps into University research results to help communities compete in the global marketplace, balance the responsibilities of work and family, protect natural resources and adapt to new technologies.  Audiences do not fully understand the passion with which MU Extension strives to make Missouri a better place to live and work, nor do they know about the positive changes that have or will be made to the program.

Formally known as “Extension Services,” MU Extension recently changed its name to align MU with all Extension Services. The new name has very low brand identity and low consumer recall. Moreover, consumers do not make the connection between MU and their local County Extension Services, while others confuse MU Extension with MU in the Evening. Another source of confusion is that MU Direct, which offers distance learning, is a division of MU Extension (Continuing Education). Consequently, many MU Extension candidates cannot readily ascertain which programs earn college credit.  The program’s new focus has not been rolled out the way an organization might introduce a new product or campaign.

In addition, many of the educational programs offered by MU Extension have more equity than MU Extension itself. For instance, 4-H Youth Development programs are widely known, yet few consumers understand that MU Extension is the entity offering 4-H programs. Few efforts have been made to properly co-brand 4-H to reflect the critical role MU Extension plays.  We believe this can be achieved without further confusing Missourians and can actually strengthen overall awareness.

Missourians do not fully understand how they can proactively access information and programs, either online or through one of their local MU Extension Specialists. Moreover, communication preferences vary among MU Extension target audiences, although at least 30% of surveyed respondents indicated newspaper, Internet and/or free information displays in public places as a preferred communication vehicle.

Finally, MU Extension’s current visual imagery and tagline does not succinctly capture the idea of life-long learning. The tagline, “In Your Community” speaks to the brands ubiquitous geographic presence, but does not work hard to describe the essence and relevance of MU Extension.  Multiple taglines used over time have further eroded  MU Extension’s brand equity. Taglines offering more pinpoint messaging in tune with the Extension program’s overall vision deserve evaluation, and might play an instrumental role in building the brand platform.

6.2 Brand Strategy

The University of Missouri Extension brand should do a better job at communicating the broad range of education it can provide in programmatic areas and the passion with which they provide it.

For instance, no one should be surprised by the fact that MU Extension offers programs in foreign languages, tax and accounting, creative writing, computers, livestock, business start-ups, families values, home-economics, pre-natal care, fire investigation, etc.  

Furthermore, MU Extension should do more to promote programs in which survey respondents showed a high interest. For example, a recent survey showed that respondents were “very interested” in family health (31%), personal finances (22%), well being of children and teens (35%), nutrition (23%). Conversely, 37% of respondents indicated they were “not interested at all” in Farming & Agriculture in Missouri. Consequently, the brand should work harder to overcome its “rural only” stereotype by proactively emphasizing or leading with programs that are not related to agriculture.

The brand should begin to develop a consistent and compelling message, and speak to the fact that life-long learning is the key to empowered individuals, economic viability, strong families, thriving communities, and healthy environments.

The brand should also consistently feature a single logo and tagline that is prominently featured in communication materials of each program. Where appropriate, a brief overview of MU Extension services should accompany each communication. The brand should drive home the fact that each program offered is but one program amid a broad range of educational venues offered, each one meeting the individual needs of Missourians from every walk of life.

Because MU Direct is also a division of MU Extension, degree programs through continuing and distance education are thrown into the mix. Therefore, the brand should be consistent in its usage of terms such as “course,” “seminar,” “degree program,” to adequately describe each learning venue. Also, the brand should clearly differentiate between credit verses non-credit programs.

In marketing materials promoting individual MU Extension programs, the program should not overshadow the MU Extension brand.  For instance, when promoting 4-H, all communications materials should make it clear that 4-H is actually an “MU Extension initiative,” and not just “made possible by” it.

The brand should also adopt a “visual vocabulary” that consistently communicates the idea of life-long learning, and visually represents the success enjoyed by implementing real-world solutions. Furthermore, the brand should carry a tone that is both mentoring and motivational. This could manifest itself in many ways, from inspirational music in broadcast mediums to the positive tone of copy used in all printed communications.

Finally, the brand should address how MU Extension can have a positive impact on the lives of Missourians by providing them with the knowledge/tools to solve problems and improve their lives, as well as retain and attract people and businesses to Missouri. This message would play especially well with legislators, business leaders and opinion leaders who can champion the goal of knowledge and the utilization of MU Extension services.

6.3 Brand Position

For over 85 years, the University of Missouri Extension has empowered urban to rural Missourians with practical education in Business Development, Agriculture and Natural Resources, Community Development, Youth Development, Continuing Education and Human Environmental Sciences.

Each year, thousands of Missourians gain practical education on hundreds of topics including family health, leadership, personal finance, child rearing, nutrition, leadership, farming, gardening, computers, small business and much more.

MU Extension Specialists in more than 100 counties statewide tap into university research in order to help communities and individuals compete in the global marketplace, balance the responsibilities of work and family, protect natural resources and adapt to new technologies. Extension locations and telecommunication resource centers throughout the state enable MU Extension to deliver programs quickly and efficiently.

MU Extension offers as wellspring of research-based, regionally-relevant knowledge to Missourians from every walk and at every stage of life.  MU Extension Specialists are devoted to life-long learning and are passionate about making Missouri a better place to live and work.

6.4  Unique Selling Proposition (USP)

University of Missouri Extension offers Missourians the only comprehensive, one-stop source of practical education on hundreds of relevant topics. Programs are research-based, regionally customized and geared to meet a participant’s specific needs through the unbiased assistance of dedicated MU Extension Specialists. Topics include family health, leadership, personal finance, child rearing, nutrition, farming, gardening, computers, small business and more.

6.5  Brand Pillars (Traits/Values)

Wellspring of Knowledge

• A veritable storehouse of knowledge
• Research-based and regionally relevant
• Customized to meet the needs of Missourians
• MU Extension offers a myriad of topics and courses of study
• Impressive infrastructure of delivery channels consisting of extension centers and telecommunication resource centers throughout the state

 Empowering

• Knowledge offered can be applied to real-world applications to improve economic viability, strong families, vibrant communities and healthy environments
• Shared learning and discovery promotes self-determined change
• Advocate of human potential and achievement
• Strong belief that education can produce healthier, happier, economically viable communities and families throughout Missouri

 Local/Regional Commitment

• Programs are customized by region to meet the specific needs and wants of Missourians throughout the state
• Specialists serve locally to improve the quality of life in families, youth and individuals
• Specialists have a vested interest in helping individuals grow as leaders
• Specialists sincerely care about participants and the community and are dedicated to finding ways to better address the individual needs of specific communities or population segments within every region
• Specialists value practical application of knowledge 

Relevant

• Broad scope of education is universally relevant to multiple demographics (age, sex, ethnicity, income, geographic location)
• Scope of education is regionally-relevant
• MU Extension offers education that is current, timely and utilizes the latest technology
• Statewide University research results are used as the foundation for effective, evidence-based programs
• Programs are relevant to each community and its population base
• Programs are also offered based on expressed interest in topic

 Next: Section 7.0 Strategies

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