Marketing and Communications for K-State Research and Extension

1. Marketing and Communications for K-State Research and Extension Megan Macy Marketing Specialist

2. How do you build a strong brand? Building a strong brand takes: • A clear and compelling message • Validated by research • Focused on the audience • Consistency and repeatedly communicated, delivered and experienced

3. Brand vs. Campaign Source: Ologie.com

4. Brand Architecture: House of Brands vs. Branded House

5. Kansas State University Brand • Many Kansans do not realize K-State Research and Extension is a program within Kansas State University • Kansans recognize and trust the Kansas State University brand • K-State Research and Extension can capitalize on this brand and become part of a Branded House

6. Kansas State University Full Unit Signatures • Unified identity is key, while understanding that colleges, departments and other university programs are an integral part of the university.

7. Polytechnic Campus Branding

8. Olathe Campus Branding

9. K-State Research and Extension Core Values • Integrity – to develop and deliver credible information • Communication – to provide common understanding • Scholarship – to foster lifelong learning • Leadership – to serve as an agent of change • Inclusion – to encourage active participation

10. Market Analysis Collegiate Extension programs across the nation

11. Collegiate Extension Programs • Utah State University Extension • North Dakota State University Extension • University of Missouri Extension • Oklahoma State University Extension • Texas A&M AgriLife Extension

12. Utah State University Extension • Complete employee resources • Organized, easy to navigate • Multiple templates • Multiple toolkits • Order printed materials • Visual Identity guide • Explains the brand, brand guidelines and why the design matters • Highlights collateral material available

13. North Dakota State University • Information a little harder to find • Marketing Minute • Displays & Exhibits • Professionalism – Representing Yourself • Email & phone etiquette

14. University of Missouri • “Should you use marketing templates flowchart” • TONS templates – over 40 • Organized information • Logo embroidery guidelines

15. Oklahoma State University • A lot of text to read through • Only three available templates • Graphic Design Tips and Tricks • Design principles • Design programs at a glance • File Type Definition

16. Texas A&M AgriLife Extension • Brand Transition Explanation and Guide • Few templates and hard to find

17. Branded Imagery and Content Brainstorming

18. K-State Research and Extension Goals • To build a strong, lasting and inspiring brand for Research and Extension among all the people we contact • Position K-State Research and Extension as a preferred partner for relevant and practical information • Increase awareness of the grand challenges, what they mean and why they are important • Increase awareness of branded programs back to K-State Research and Extension and ultimately Kansas State University

19. K-State Research and Extension Core Values • Integrity – to develop and deliver credible information • Communication – to provide common understanding • Scholarship – to foster lifelong learning • Leadership – to serve as an agent of change • Inclusion – to encourage active participation

20. Brand Values to Brainstorm • Enthusiasm & passion • Inclusivity & opportunity • Creativity & discovery • Leadership & service • Resourcefulness & perseverance • Community & family

21. Next Steps Rebrand K-State Research and Extension to build on the brand equity of Kansas State University Define what co-branding looks like Create consistent brand awareness by providing the tools and resources for Research and Extension employees to become brand ambassadors within their communities and fields

22. Thank you Megan Macy K-State Research and Extension Marketing Specialist mnmacy@ksu.edu (785) 532-2110