Download the full playbook - Iowa State University Extension and ...

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Table of Contents Use this playbook and find success on the advancement playing field. Implement playbook elements and our team will reach the end zone every time we increase awareness of ISU Extension and Outreach. We win the early games when we build awareness and Iowans know ISU Extension and Outreach. Once people know us, we want them to appreciate us, then take action and become involved with us. The big games come when they advocate for us. PREFACE..........................................................................................page 2 The Playbook was created to guide advancement efforts - starting with building awareness of our educational mission and impact. Take me there! INTRODUCTION....................................................................................page 3 Learn more about what is included in the Playbook and how to use it. Take me there! TARGET AUDIENCES...........................................................................page 4 - 17 This section includes suggestions for engaging existing audiences and ideas for reaching out to groups you haven’t worked with before. Take me there! Clients – people who use and benefit from our programs......................................................................................................page 6 - 8 Donors – individuals who know, understand and value our work.............................................................................................. page 9 Media – individuals and organizations that report the news or provide news-related information to the public.....page 10 - 12 Partners – individuals and partners who support our educational outreach................................................................page 12 - 13 Stakeholders – decision makers and organizations that support our efforts...............................................................page 14 - 15 Volunteers – people donating their time for the success of ISU Extension and Outreach........................................page 16 - 17 MARKETING PLAN............................................................................page 18 - 23 This section includes a sample plan, template and guidelines to establish a budget for your advancement efforts. Take me there! EQUIPMENT LOCKER..........................................................................page 24 - 29 The equipment locker includes basic equipment to get you started with the plays in the Playbook. Take me there! GUIDELINES - HOW TO DO IT RIGHT................................................................................................................................................. page 25 Equipment for following editorial, social media, visual identity, 4-H, and media guidelines and policies. ORGANIZATIONAL OVERVIEW - WHO WE ARE.............................................................................................................................. page 25 Equipment for defining ISU Extension and Outreach through communications and branding. MAKING A DIFFERENCE - WHAT WE DO......................................................................................................................................... page 26 Equipment for promoting our programs. TELLING OUR STORY - WHY WE ARE HERE.................................................................................................................................... page 27 Equipment for sharing our impacts. CO-BRANDING ORGANIZATION AND PROGRAMS - WHO WE ARE.......................................................................................... page 28 Ties educational programs and program promotional materials to the ISU Extension and Outreach brand. CONTACTS - WHERE TO GO FOR HELP............................................................................................................................................. page 29 A list of your organizational advancement coaches and self-help links. HUDDLE SECTION................................................................................ page 30 An area for notes – journal discussions and actions; track the plays that worked and ones that didn’t; log ideas and who you need to share those ideas with. Take me there! Words in gray type throughout the playbook are links in the online version of the Advancement Playbook. Find the online playbook at www.extension.iastate. edu/externalrelations/playbook 1
Preface This is your guide to promoting and advancing ISU Extension and Outreach. Use it to build awareness of our educational mission and impact. Many people aren’t aware of us or what we do, according to national studies and statewide needs assessments. They say we are a “best kept secret.” In a 2010 Iowa needs assessment, the most common response used to describe ISU Extension was “unknown.” Those 2010 respondents had a positive perception of Iowa State University, but no awareness of ISU Extension. Clients interviewed in 2010 revealed that once they used ISU Extension, the overall satisfaction and perceived importance of its programming appear to be quite high. Local and national research shows people who know us, value and appreciate us! However, very few know us – and even those who do, don’t know much about us. Local and national research shows people who know us, value and appreciate us! However, very few know us – and even those who do, don’t know much about us. The playbook is an introduction to organizational advancement, marketing, and advancement resources. Everyone in our system — on campus, within counties and regions, statewide — functions as one team, starting with the goal of building awareness. We are making sure Iowans KNOW Iowa State University Extension and Outreach. The organizational advancement unit is one of the four functional units created when administration streamlined following the 2011 Leadership Summit. Advancement is responsible for working with staff and councils to Garner support for ISU Extension and Outreach Aggregate and share impact data Strengthen our brand Communicate our value Execute on the Extension and Outreach Strategic Plan Support the Vice President for Extension and Outreach as the champion for Extension and Outreach The advancement unit compiled resources in a playbook design because It is a dynamic way to highlight actions that move us towards our goal. It reminds us of our team’s connections across Iowa State University. Playbook strategies build on the credibility and excellence of Iowa State University. It illustrates the pride we have in being part of the excellence and winning spirit so many Iowa State teams display. It will guide our efforts to having a more consistent and recognizable brand image across the state. Building awareness is the first step in advancement; once people know us we can proceed to appreciation, action (involvement), and advocacy. Appreciation Advocacy Awareness Action 2
Page 1: Iowa State University Extension and
Page 5 and 6: Target AudienceS We reach several g
Page 7 and 8: Clients will KNOW Iowa State Univer
Page 9 and 10: Clients will KNOW Iowa State Univer
Page 11 and 12: MEDIA will KNOW Iowa State Universi
Page 13 and 14: Partners will KNOW Iowa State Unive
Page 15 and 16: Stakeholders will KNOW Iowa State U
Page 17 and 18: Volunteers will KNOW Iowa State Uni
Page 19 and 20: Marketing Plan To be most effective
Page 21 and 22: Sample Marketing Plan Strategy Targ
Page 23 and 24: Marketing Plan Goal: Objectives: St
Page 25 and 26: Equipment Locker 24
Page 27 and 28: Equipment Locker Making a Differenc
Page 29 and 30: Equipment Locker Co-branding Organi
Page 31: Huddle section Use the following pa

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