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

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

Brand vs. Campaign Source: Ologie.com A brand platform focuses on who and why: who you are and why you exist. Its scope should be comprehensive and long-lasting (at least five years), and it should consider everyone you come in contact with, internally and externally. And because it links back to your organization’s purpose, a well-developed brand can become a powerful tool for making decisions and changing perceptions, both inside and outside your company walls.  A campaign platform, on the other hand, emphasizes what you offer and how your audience benefits. Campaigns tend to be shorter-term initiatives (often less than a year) that promote a specific product or service. And the goal and audience are both narrower, too: you’re looking to inspire a particular set of people to take action, with near-term results. Source: Ologie.com

House of Brands vs. Branded House Brand Architecture: House of Brands vs. Branded House Mention the importance of co-branding here. Historic KSRE programs with logos will be “grandfathered” in but will be required to always be used with the K-State Research and Extension logo. Moving forward, programtic logos will not be created. Mention the importance of being a brand ambassador and how your personal brand fits into the Branded House

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

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.

Polytechnic Campus Branding

Olathe Campus Branding

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

Collegiate Extension programs across the nation Market Analysis Collegiate Extension programs across the nation

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

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

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

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

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

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

Branded Imagery and Content Brainstorming

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

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

Brand Values to Brainstorm Enthusiasm & passion Inclusivity & opportunity Creativity & discovery Leadership & service Resourcefulness & perseverance Community & family Questions to ask yourself? How do you see XXXX displayed in action every day for K-State Research and Extension? What other words, activities or programs can you think of that represents K-State Research and Extension? Pick Top 3 favorite words – Eevryone * Clean list with the favorite words from that – String favorite words together to make a phrase We are working together on a brand promise – Distilling down how those perceive us that can later be used as content headlines, etc.

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

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