ECOP Marketing and Communications Task Force
WEDA Update, April 7, 2010
Doug Steele, Task Force Co-chair
Background and Objectives
The Extension Brand Value research confirmed a large gap between current Extension Branding
and Extension brand potential. In order to begin to bridge this gap the ECOP Task Force asked
Copernicus to develop a proposal to assist in the implementation of a nationwide brand
enhancement campaign.
To this end, a five-phased plan was developed and presented to the task force in June 2009. With
additional financial support from ECOP, the Task Force has been authorized to move forward with
phases 1-3 of that plan.
The specific objectives of this engagement are to:
1. Develop messaging and creative strategy to for the Extension brand

A messaging strategy that:
 Articulate the “end goal” that Extension seeks to accomplish
 Outlines the key messages that will help achieve this end goal, and
 Specifies how messages should be tailored for each target group and, if
necessary, phased over time for maximum impact

A creative strategy that specifies the tone and personality that must be
communicated for maximum impact
2. Test the messaging and creative strategies and revise as needed to ensure that the final
strategy resonates with the key target groups and motivates them to deepen their
relationship with Extension
3. Develop the strategic branding/marketing plan


A plan which specifies what must be done at the national level to build the Extension
brand and what states/counties might do to extend the campaign.
Establish metrics to guide ongoing efforts to improve the effectiveness/efficiency of
the plan
Project Work Plan (beginning March 2010)
Phase 1
1. Review of the qualitative and quantitative Brand Value research
2. Define and clarify key target audiences
3. Initial discussion with ECOP Marketing and Communications Task
Force on messaging and creative options
4. Ideation session with Copernicus experts/partners on
messaging/creative options
5. Development of message platforms and sub-platforms
6. Development of alternative creative platforms for the Extension
brand
7. Discussion with ECOP Marketing and Communications Task Force to
review options
8. Revisions to the message/creative platforms
Phase 2
1. Develop the research plan and research materials, including where
the research will be conducted, with which audiences, discussion
guide, etc.
2. Conduct qualitative research. We anticipate doing a total of 10-12
focus groups at Extension facilities in 4-5 different locations
3. Review key insights from the message/creative platform testing
research with the ECOP Marketing and Communications Task Force
4. Revise/refine the message/creative platforms
Phase 3
1. Assess strategy execution issues including budget constraints,
potential ROI of paid communication efforts, deployment across
multiple media vehicles and non-media vehicles, etc.
2. Establish metrics to guide ongoing efforts to improve the
effectiveness/efficiency of the plan
Timeline
Week 1
Week 2
Week 3
Week4
Week 5
Week 6
Week 7
Week 8
Timeline
Weeks 8-9
Weeks 10-12
Weeks 13-14
Week 15
Timeline
Weeks 16-20
Weeks 16-20
Selected Deliverables
Phase
1
Phase
2
Phase
3

A complete set of creative/messages/creative manifestations to be tested
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
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Research Plan
Discussion guide and any needed focus groups stimuli
Summary of findings from the qualitative research
Recommendations about the branding/marketing plan
Recommended metrics to monitor moving forward
Final report of results from Phase 1-3