April 11, 2003April 11, 2003
Marketing University Outreach and Extension is a year-round task, not just one week a year. However, University Outreach and Extension Week, May 18-24, provides a starting point.
"Whatever you do during UO/E Week, three months later do something different," says Celeste Vanderbrugen, SE community development specialist. Vanderbrugen; Wesley Tucker, SW agriculture and rural development specialist; Wendy Brumbaugh, NE human environmental sciences specialist; and Judy Elling, Lafayette County secretary, were part of a group that brainstormed activities for county councils to use during University Outreach and Extension Week.
University Outreach and Extension Week is an annual event to increase awareness for educational programs that improve people's lives. This year's theme is "Communicating Value, Making Connections."
"Council members play a key role in making those connections and in communicating the value of extension to the local community," says Tony DeLong, chairman of the Missouri Extension County Council Leadership Council. "The strength of UO/E in local communities lies in the local councils. Council members must be the ambassadors for the relevant, locally based education that extension delivers to meets their high-priority needs."
Vanderbrugen says, "There's a reason why council members are involved ? they believe extension is important."
Brumbaugh says: "Some of them belong to different organizations or groups where they can publicize extension. Council members all know different people in the community and can make those connections that we, as staff, can't.
"Their enthusiasm carries through when they are involved and know what they are talking about. We can tell council members about something, but when they are actually involved, it means more."
For the past few years, says Melissa McWilliams, a former Shelby County extension council member, Shelby County has been working to broaden awareness among residents. "Shelby County outreach and extension has a lot to offer, and we need to make sure that each person knows what we have available. Many people had the idea that extension was just one thing. That has changed," she says.
Last year, McWilliams and other council members volunteered to pass out flower-seed packets to people walking down the street. "It gave us the opportunity to ask them what they knew about extension and tell them about our programs," she said.
As a result of the council's marketing efforts, McWilliams says the council has forged relationships with other groups in the community. "People involved in other groups are willing to help us and likewise," she says. "It sounds like a circle, doesn't it? And it really is."
Vanderbrugen says it's not necessary to "re-invent the wheel" when it comes to marketing. "Things that work well are worth repeating." Brumbaugh adds, "Council members change, so what seems 'old' to us may be new to them."
Tucker says, "As we look around the state, we have quite a range of activities. We hope these ideas will spark counties to participate by seeing what others have done."
Elling says Lafayette County cycles its marketing activities. "We try marketing University Outreach and Extension one way in the current year and the following year try something different. Then we go back and repeat some of the things we have done in the past."
If a tradition becomes worn, Brumbaugh suggests adding a new twist and pulling "some new people into the familiar circle."
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Eileen Yager,
yagere@umsystem.edu |
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