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Iowans will KNOW Iowa State University Extension and Outreach clients People who use and benefit from our programs Volunteers People Donating their time for the success of ISU Extension and Outreach Stakeholders Decision makers and organizations that support our efforts Target Audience Media individuals and organizations that report the news or provide news-related information to the public Donors individuals who know, understand, and value our work Partners individuals and Partners who support our efforts 5
Clients will KNOW Iowa State University Extension and Outreach Clients WHO ARE CLIENTS: ISU Extension and Outreach clients are the people who use and benefit from our programs, publications, county offices, program specialists, and other resources. Clients can be youth in 4-H clubs, Master Gardeners, pesticide applicators gaining recertification, or any number of people outside our organization who come to ISU Extension and Outreach for training, education, or information. BASIC DRILLS It takes several players in formation, working together to get the job done on the playing field. Client knowledge of Extension and Outreach ranges from completely unfamiliar to having many years and varieties of experiences with us. Here are some basic drills to improve awareness and create a consistent brand image with our clients. OFFICE Your office may be the first impression clients have of Extension and Outreach, or a reoccurring impression as they return for programs or additional materials. Welcome clients to an office space that is clean, well-organized, welcoming, and staffed by friendly, knowledgeable people. Make information about upcoming programs available and easily accessible. Encourage front office staff to have name plates or wear name tags. Give clients a consistent image of ISU Extension and Outreach by using only current branding (table cloths, signs, brochures, etc.). Consider opportunities to share Our Story videos or other videos in waiting areas or before programs begin. Answer phones with “Iowa State University Extension and Outreach – NAME County.” It may be your preference to add, “This is NAME.” Offer the clients more. Once their question or request has been filled, provide links to related materials and Iowa State websites; share more about a signature issue by adding your personal story to an elevator speech; provide them with county contact information (someone’s business card, county brochure, or flyer). WEBSITE Your website pages serve as the virtual welcoming mat to Extension and Outreach. Keep content fresh and updated, with links to key issues and topics. Insert links to related information from the main Extension and Outreach website and to publications related to specific topics on your website. SIGNAGE Whether spotted in a county office or another playing field, signage such as banners, building signs, posters, and billboards should feature current branding and messages, and be in good condition. Making a Difference posters are available in the equipment locker.. Semi-annual marketing orders are a good time to stock up on materials to be distributed to clients throughout the year. Advancement specialists are your coaches for guidance when creating special event signage and billboards, and for co-branding programs with Extension and Outreach. ONLINE STORE Use the educational publications, program support materials, program marketing items, extension and outreach apparel, and organizational marketing items to reach clients and help them connect all aspects of Extension and Outreach. Promote the Online Store as a place to find, download, or order ISU Extension and Outreach educational materials. Use the provided promotional materials for system-wide consistency, cost savings, quality, and brand compliance. Allocate funds in county or program budgets for the purchase of marketing items that can be given to clients. 6
Page 1 and 2: Iowa State University Extension and
Page 3 and 4: Preface This is your guide to promo
Page 5: Target AudienceS We reach several g
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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