Developing an Effective Extension Communications Plan

As you set about developing a communications and marketing plan for your office, it's important to think about how individual program efforts fit into the overall marketing plan. It's also important to think about how local efforts fit into the overall outreach efforts of the University and Extension statewide.

Included in this document are items that should provide building blocks for developing an effective communications marketing plan, as well as a worksheet to help you further develop plans to effectively reach your target audience.

Communicators at the University level have developed a set of tools for developing college-based and statewide communications, including brochures, Web sites and publications. Below is information on what the University's 'brand promise':

The Colorado State University brand framework is built upon a defining positioning statement that identifies who we are, and what we do, and for whom. This statement also describes how we are different and why it matters...we can extract the most enduring statement of the University's purpose and intent-the brand promise. This straightforward assertion of 'Learning, Discovery, Impact' defines the institutions core pledge to its stakeholders.

CSU Communicator's Toolbox (Graphics Standards)

The next step is to think about how individual educational programs fit into the overall vision and mission of CSU Extension.

From CSU Extension Draft Strategic Plan, January, 2009

Vision: Extension is the front door to Colorado State University providing the extensive knowledge, research capabilities and resources of this premier land-grant university to Coloradans from all walks of life. Extension is dedicated to serving current and future needs of Coloradans by providing educational information and programs that safeguard health, increase livelihood and enhance well being.

Values:

  • We build the capacity of people and communities.
  • We are accessible to all constituencies and honor diverse viewpoints.
  • We are unbiased in knowledge shared.
  • We foster an organizational culture that has open communication, high performance work and an engaged workforce.
  • We are oriented to the future through effective innovation.
  • We recognize the equal importance of university research, education and engagement.
  • We are good stewards of public resources, increasing our efficiency and quality.

Mission:To provide information and education, and encourage the application of research-based knowledge in response to local, state and national issues affecting individuals, youth, families, agricultural enterprises and communities of Colorado.

Develop an Extension Marketing Plan

  1. Define the goal
  2. Know the audience
  3. State the message
  4. Create tactics
  5. Assign timelines and responsibilities
  6. Evaluate

The following worksheet should be used as you are developing a plan to reach a specific audience with research-based information. The results should then be compared to overall communications of your office, the state Extension mission and visions, and the brand promises of Colorado State University, one of which is:

Our expert research faculty collaborate with students in the classroom and in the field to tap their highest potential and deploy practical solutions to society's great challenges.

CSU Extension Communication/Marketing worksheet

1. Goals

  • What are the overall goals for your Extension office?
  • What are the goals for each program? (ie reach x number of people, increase membership by x, put on x number of programs)
  • What is your goal with a particular communication effort?

2. Audience (specific content area/program)

  • Who is your audience?
  • What motivates them?
  • Where do they get their information?
  • Who are the stakeholders, supporters, funders in this area?
  • Who are your competitors and/or partners?
  • How is your program different/complementary to what they offer?
  • How do you define your niche?
  • What images come to mind when you think of your office/program/CSU Extension?
  • What is your audience's perception of you?
  • If you don't know this, how could you find out?
  • What are their expectations of your programs?
  • Do these match with your perception and what you will deliver?

3. For this program/communication effort:

  • What is your message?
  • What do you want the audience to do? (ie attend a workshop, download an Internet file)

4. Tactics

  • How will you deliver your message? (ie media outlets, flyers, etc.)
  • How much will it cost? (from personnel time to ad space) How will it be paid?

5. What is your timeline?

6. What will success look like? How will you evaluate to determine this?

If you have further questions, please contact:

Joanne Littefield
Interim Assistant Director, Community Relations
Colorado State University Extension
(970) 491-4640
Joanne.Littlefield@colostate.edu
1311 S. College, University Square
Colorado State University, Fort Collins, CO 80523