K-State Research and Extension Geary County
Marketing Plan Worksheet
I. Situational Analysis
Background Description:
K-State Research and Extension Geary County serves as a partner in the Geary County
community and provides educational, research-based information to its community members. It
follows the K-State Research and Extension vision by being committed to expanding human
capacity and by delivering educational programs and technical information that result in
improved leadership skills. These skills can enhance the economic viability and quality of life in
communities.
Its programs focus on five core themes:
1) healthy communities: youth, adults, and families
2) safe food and human nutrition
3) economic development through value-added products
4) natural resources and environmental management
5) competitive agricultural systems
The agents find themselves having to adapt to changing community and societal norms.
Individuals and families are becoming increasingly busier with less time to dedicate to traditional
Extension meetings and program formats. This demands different, more accessible information
distribution.
The presence of Fort Riley provides a particularly unique, transient audience that has many
needs Extension can help meet. In addition, because of troop relocation, Fort Riley is likely to
bring in up to 20,000 soldiers and their families in the next few years, a population growth that
will have significant effects on the Geary County area.
Funding is also an issue that is becoming increasingly uncertain as budget cuts and
reallocations loom not only over the national and state levels, but over the county levels as well.
Geary County’s resources include agents and office staff, the Department of
Communications, as well as volunteers and local funding sources.
Key Findings:
• Over the past 15 years, Geary County has seen a significant drop in its population. From
2000 to 2003, it saw a -5.8 percent change and from 1990 to 2000 it saw a -8.2 percent
change. However, this downward trend is likely to soon change as Fort Riley brings in a
large installation of troops. In fact, the county is likely to feel pressure of a rapid and
significant population increase (U.S. Census Data 2000).
•
Geary County is a very ethnically diverse county. Only 64 percent of the population is
made up of white persons. Twenty-two percent of the population are black or African
American person, 3 percent are Asian and 8.5 percent are Hispanic or of Latino origin.
Much of this diversity can be attributed to the military installation, but many ethnic
minorities are not active duty and have made Geary County their permanent home (U.S.
Census Data 2000).
•
The Geary County resident is much more transient than the average Kansan. While in
Kansas, 52 percent of the population lived in the same house in 1995 and 2000, only 40
percent of the Geary County residents lived in the same house (U.S. Census Data 2000).
•
On average, the Geary County resident is less educated than the average Kansan. Only 17
percent of persons age 25+ have an education of a bachelor’s degree or higher, compared
to 25.8 percent of Kansans (U.S. Census Data 2000).
•
Geary County has a higher poverty level than the average county with 12 percent of
persons below poverty, compared to 9.9 percent Kansas average (U.S. Census Data
1999).
II. SWOT
Strengths
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Staff longevity
Strong media relations
Strong community relations
Board and commissioner support
Relationship with schools
Usage of technology
Credibility
Volunteer base
Easily accessible location
Weaknesses
• Utilization of volunteers
• Fort Riley 4-H program
• Overcommitted staff
• Web site upkeep
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Breaking into non-traditional audiences
“In a rut” due to longevity
Lack of afterschool programming
Need to reach Eastern Geary
Opportunities
• Population growth with Fort Riley expansion
• Cooperation/collaboration in the community
• Reaching smaller communities
• Internet
• Marketing committee
• Working with other counties
• Radio program
• Diverse population
Threats
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Funding
Reduction in specialists
People too busy for traditional Extension
Changes in volunteer base
Internet as an information source
Activities/athletics
Dependency on grant dollars
Agricultural stereotype
III. Target Audiences
Primary:
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Young adults
Military families and single soldiers
Local Hispanic population
Small land owners
Secondary:
• Seniors
• 4-H families
• Volunteers
• Producers
• Media
• Schools
• Key decision makers and opinion leaders
• Community coalitions
Tertiary:
• Extension Council
• K-State
o Department of Communications
o NE Area office/Area director
o NE Area specialists
• Other Geary County staff
• Other county Extension agents
IV. Objectives
A. Increase awareness of the breadth of Extension program areas among Geary County residents.
B. Increase awareness and usage of Extension by primary target audiences, including young
adults, military families, local Hispanics and small land owners.
C. Make information more accessible to county residents through non-traditional methods.
D. Develop stronger communications with local opinion leaders and decision makers.
E. Increase volunteer participation and utilize these volunteers more efficiently.
V. Key Messages
A. “Knowledge for Life”
B. Unbiased, research-based information
C. Geary County’s local connection
VI. Strategies/Tactics (Action Plans)
A. Improve consistency between all communications, both written and spoken.
1. Determine title of office to be used in all references.
2. Determine titles of agents to be used in all references.
3. Develop 15-second “elevator speech” to be used by all agents at all events.
4. Place K-State Research and Extension logo on all publications and newsletters.
5. Follow single template for all Extension newsletters.
6. Utilize common template for all Power Point presentations.
7. Develop greater consistency between all Web pages.
8. Develop and produce an office brochure covering all Extension areas
B. Become better prepared as a staff to address the needs of more diverse audiences.
1. Conduct countywide needs assessment to determine the needs of county residents with the
ability of breaking responses up by ethnic groups.
• Work with local county agencies
2. Identify emerging leaders in the Hispanic community to be used as avenues to reaching the
population.
3. Acquire and read both primary and secondary research on Hispanic cultural issues and
perceptions.
4. Take advantage of professional development opportunities to learn about the Hispanic
culture.
• i.e. Multicultural conference in Garden City
5. Establish presence at local Hispanic events such as the Latino Market, Hispanic
Thanksgiving, multicultural days, etc.
• Set up informational table/booth, offer educational pieces in both English and Spanish
6. All interested office members will pursue Spanish language courses to be able to interact
on a basic conversational level with native speakers.
7. Identify current options for Spanish language publications. Take advantage of these and
place them in publication racks and use them at events.
• www.extensionenespanol.net
C. Use non-traditional modes of delivery to reach non-traditional audiences.
1. Make newsletter available online and by e-mail.
2. Make all registration forms available electronically and encourage usage of this format by
clients.
3. Develop and produce database contact card to be given to and completed by all individuals
who use Extension services
4. Place Extension publication racks in various local locations.
• County offices
• City buildings
• Milford municipal office
• Grandview Plaza municipal office
• Local Hispanic businesses (en español)
• Hospital
5. Explore possibility of extending office hours one day a week to be more accessible to local
residents.
6. Develop plan for Web site “renovation” – put this plan into action.
7. Get Extension informational piece into Junction City’s “Welcome” packet distributed to
new residents.
D. Establish Extension as a visible resource for local military families.
1. Cultivate relationships with post PA officers through an on-site visit.
• Ask appropriate questions in order to learn rules and practices for information
delivery at Fort Riley.
2. Get Extension brochure into the Fort Riley “Welcome” packet distributed to new post
residents.
3. Submit targeted informational pieces to the Fort Riley Post.
4. Utilize local resources and contacts to better understand the essential contacts, processes
and politics of the post.
5. Determine calendar of “community events” on post and research becoming part of these
events.
• i.e. set up an informational booth or table
6. Following from tactic #4, determine what organizations there are on post and what
programming needs they have.
• Target based on these needs
7. By working with resources, get an Extension publication rack set up on post.
8. Explore possibility of working with Riley County on a joint marketing plan for
Extension/post relations.
E. Develop improved media relations with local media sources.
1. Contact city Web site administrator (as well as those for CVB, the local school district,
library) to get Extension linked from a local resources page.
2. Develop agent info sheet to be distributed to all local media outlets outlining agent
expertise.
3. Determine appropriate contacts (i.e. reporters that cover beats including Extension) at each
media station. Contact these individuals regularly (on a monthly basis) to give story
ideas.
4. Acquire (and read) current AP stylebook.
• Keep up to date – every 3 years at minimum.
5. Explore professional development opportunities for news writing training.
6. Use digital camera to take photos of events and people to submit to media with news
releases.
7. Explore having local resource, Gail Parsons, write Extension news releases
F. Strengthen current efforts to communicate with local key leaders.
1. Define local key leaders – who are they?
• Legislators
• City and county commissioners
• Business owners
• School administrators
2. Develop and produce monthly marketing postcard to be mailed out to key leaders,
outlining an important county impact.
3. Begin distribution of impact reports to commissioners and legislators.
4. Continue to be an active partner with schools and business leaders.
• Sit on boards
• Provide programming to employees
• Collaborate when possible
5. Contact legislative aides to determine if legislators prefer electronic or hard copy
information delivery.
6. Facilitate public issue forums to allow issues to be presented, debated and discussed by
key leaders and the public.
7. Make sure at least one agent (on a rotating basis) is in attendance at all legislative listening
sessions (both state and national) and board members, too.
G. Communicate Extension impact to county residents.
1. Develop and compile “success stories” (2-3 per year)
2. Establish an “impact” section on Web page.
3. Develop success reports from “success stories”
• Send to local leaders, civic organizations
• E-mail out to all Extension contacts
4. Collect testimonials through personal interviews.
• Choose subjects based on program evaluations
• Use in:
o Publicity for programs
o Monthly reports
o Newsletters
o Impact postcards
5. Get clients/advocates to speak at events on behalf of Extension.
• 4-H Foundation fundraisers
• Annual meeting
• Educational events (Serve Safe, etc.)
H. Develop a more structured and rewarding volunteer system.
1. Create a volunteer opportunities catalog that includes a short job description of all
volunteer positions.
2. Announce release of catalog to service organizations and groups.
3. Work to identify or create multiple short-term volunteer opportunities instead of longer
term opportunities.
4. Develop a volunteer training system that is led by volunteers.
5. Work with the local school system and youth service organizations to distribute
information on volunteer opportunities to young people.
6. Distribute volunteer opportunities catalog to county locations including local libraries,
churches, city and county offices, senior citizens center, etc.
7. Speak at local civic organizations and discuss the need for volunteers for K-State Research
and Extension Geary County programming.
8. Develop a volunteer opportunities corner in the newsletter to announce upcoming
opportunities.
9. Research the existence of a community location for the posting of volunteer opportunities
(in Junction City or on post?) and get K-State Research and Extension volunteer
opportunities posted.
10. Develop a “volunteer spotlight” on star volunteers in the newsletters.
11. Offer a completion certificate when volunteers complete the task/responsibilities they
agreed to.
12. Host an annual recognition dinner for all volunteers.
13. Produce and distribute press releases recognizing events and the volunteers that were
involved in putting them on. Include the importance of the event. Distribution of these
releases should include newsletters of organizations or groups that the volunteers are
involved in to gain even greater recognition.
14. Set up and maintain a volunteer database, including contact information, program area
preferences, history of volunteerism with K-State Research and Extension and other civic
organizations they are involved in. Use this for targeting volunteer opportunities.
15. Develop a system of “rewards” for volunteers, based on their volunteer hours and years
with K-State Research and Extension. Offer K-State Research and Extension gifts, such as
pens, shirts, mugs, etc.
16. Make sure to send out thank you letters to all volunteers within two weeks of the event
they participated in.
VII. Budget
1. Office brochure
2. Countywide needs assessment
3. Primary and secondary research on Hispanic cultural issues and perceptions
4. Professional development opportunities to learn about the Hispanic culture
5. Presence at local Hispanic events ($20/Event for 5 events)
6. Spanish language courses
7. Spanish language publications placed in publication racks and used at event
8. Database contact card
9. Publication racks
10. Extension brochure in Junction City’s “Welcome” packet
11. Extension brochure in the Fort Riley “Welcome” packet
12. Extension publication rack set up on post
13. AP stylebook
14. Professional development for news writing training
15. Local resource, Gail Parsons, write Extension news releases
16. Public issue forums
17. Success reports
18. Collect testimonials through personal interviews
19. Impact postcards
TOTAL ESIMATED COST:
$100
$250
$25
$500
$100
$500
$100
$25
$400
$50
$150
$150
$25
$250
$300
$150-$500
$50
$100
$75
$3,550
VIII. Assessments:
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•
•
•
•
•
Use contact database to monitor
o An increase in primary target audiences
o An increase in crossover between areas (the percentage of clients receiving
information on more than one subject area)
Monitor number of Web site hits
Perform monthly assessment of subject areas of e-mails being received
o Do we see an increase in contact from primary audiences (i.e. young adults,
small land owners, etc.)
Increase in participation in 4-H program at Fort Riley
Monitor volunteer participation and commitment to programs – do we see an increase?
Rate at which publications are being taken from racks
o Are there particular audiences being reached by particular racks?
•
o What is being taken?
Monitor reactions by county commissioners
o Do we see an increase in financial as well as verbal support?
o Do we see an increase in interest in what Extension is doing?
IX. Timeline
For July 2006
1. Use digital camera to take photos of events and people to submit to media with news
releases.
2. Begin distribution of impact reports to commissioners and legislators.
3. Continue to be an active partner with schools and business leaders.
• Sit on boards
• Provide programming to employees
• Collaborate when possible
4. Contact legislative aides to determine if legislators prefer electronic or hard copy
information delivery.
5. Make sure at least one agent (on a rotating basis) is in attendance at all legislative listening
sessions (both state and national) and board members, too.
For December 2006
1. Determine title of office to be used in all references.
2. Determine titles of agents to be used in all references.
3. Develop 15-second “elevator speech” to be used by all agents at all events.
4. Place K-State Research and Extension logo on all publications and newsletters.
5. Follow single template for all Extension newsletters.
6. Utilize common template for all Power Point presentations.
7. Develop greater consistency between all Web pages.
8. Identify emerging leaders in the Hispanic community to be used as avenues to reaching the
population.
9. Take advantage of professional development opportunities to learn about the Hispanic
culture.
• i.e. Multicultural conference in Garden City
10. Identify current options for Spanish language publications. Take advantage of these and
place them in publication racks and use them at events.
• www.extensionenespanol.net
11. Make newsletter available online and by e-mail.
12. Make all registration forms available electronically and encourage usage of this format by
clients.
13. Develop and produce database contact card to be given to and completed by all
individuals who use Extension services.
14. Explore possibility of extending office hours one day a week to be more accessible to
local residents.
15. Get Extension informational piece into Junction City’s “Welcome” packet distributed to
new residents.
16. Cultivate relationships with post PA officers through an on-site visit.
• Ask appropriate questions in order to learn rules and practices for information
delivery at Fort Riley.
17. Get Extension brochure into the Fort Riley “Welcome” packet distributed to new post
residents.
18. Submit targeted informational pieces to the Fort Riley Post.
19. Utilize local resources and contacts to better understand the essential contacts, processes
and politics of the post.
20. Determine calendar of “community events” on post and research becoming part of these
events.
• i.e. set up an informational booth or table
21. Explore possibility of working with Riley County on a joint marketing plan for
Extension/post relations.
22. Contact city Web site administrator (as well as those for CVB, the local school district,
library) to get Extension linked from a local resources page.
23. Develop agent info sheet to be distributed to all local media outlets outlining agent
expertise.
24. Determine appropriate contacts (i.e. reporters that cover beats including Extension) at
each media station. Contact these individuals regularly (on a monthly basis) to give story
ideas.
25. Acquire (and read) current AP stylebook.
• Keep up to date – every 3 years at minimum.
26. Explore professional development opportunities for news writing training.
27. Explore having local resource, Gail Parsons, write Extension news releases
28. Define local key leaders – who are they?
• Legislators
• City and county commissioners
• Business owners
• School administrators
29. Develop and produce monthly marketing postcard to be mailed out to key leaders,
outlining an important county impact
30. Develop and compile “success stories” (2-3 per year)
31. Establish an “impact” section on Web page.
32. Develop success reports from “success stories”
• Send to local leaders, civic organizations
• E-mail out to all Extension contacts
For July 2007
1. Develop and produce an office brochure covering all Extension areas.
For December 2007
1. Conduct countywide needs assessment to determine the needs of county residents with the
ability of breaking responses up by ethnic groups.
• Work with local county agencies
2. Acquire and read both primary and secondary research on Hispanic cultural issues and
perceptions.
3. Establish presence at local Hispanic events such as the Latino Market, Hispanic
Thanksgiving, multicultural days, etc.
• Set up informational table/booth, offer educational pieces in both English and Spanish
4. Place Extension publication racks in various local locations.
• County offices
• City buildings
• Milford municipal office
• Grandview Plaza municipal office
• Local Hispanic businesses (en español)
• Hospital
5. Develop plan for Web site “renovation” – put this plan into action.
6. Following from tactic D.4, determine what organizations there are on post and what
programming needs they have.
• Target based on these needs
7. By working with resources, get an Extension publication rack set up on post.
8. Facilitate public issue forums to allow issues to be presented, debated and discussed by
key leaders and the public.
9. Collect testimonials through personal interviews.
• Choose subjects based on program evaluations
• Use in:
o Publicity for programs
o Monthly reports
o Newsletters
o Impact postcards
10. Get clients/advocates to speak at events on behalf of Extension.
• 4-H Foundation fundraisers
• Annual meeting
• Educational events (Serve Safe, etc.)
11. Create a volunteer opportunities catalog that includes a short job description of all
volunteer positions.
12. Announce release of catalog to service organizations and groups.
13. Work to identify or create multiple short-term volunteer opportunities instead of longer
term opportunities.
14. Develop a volunteer training system that is led by volunteers.
15. Work with the local school system and youth service organizations to distribute
information on volunteer opportunities to young people.
16. Distribute volunteer opportunities catalog to county locations including local libraries,
churches, city and county offices, senior citizens center, etc.
17. Speak at local civic organizations and discuss the need for volunteers for K-State
Research and Extension Geary County programming.
18. Develop a volunteer opportunities corner in the newsletter to announce upcoming
opportunities.
19. Research the existence of a community location for the posting of volunteer opportunities
(in Junction City or on post?) and get K-State Research and Extension volunteer
opportunities posted.
20. Develop a “volunteer spotlight” on star volunteers in the newsletters.
21. Offer a completion certificate when volunteers complete the task/responsibilities they
agreed to.
22. Host an annual recognition dinner for all volunteers.
23. Produce and distribute press releases recognizing events and the volunteers that were
involved in putting them on. Include the importance of the event. Distribution of these
releases should include newsletters of organizations or groups that the volunteers are
involved in to gain even greater recognition.
24. Set up and maintain a volunteer database, including contact information, program area
preferences, history of volunteerism with K-State Research and Extension and other civic
organizations they are involved in. Use this for targeting volunteer opportunities.
25. Develop a system of “rewards” for volunteers, based on their volunteer hours and years
with K-State Research and Extension. Offer K-State Research and Extension gifts, such
as pens, shirts, mugs, etc.
26. Make sure to send out thank you letters to all volunteers within two weeks of the event
they participated in.
For December 2008
1. All interested office members will pursue Spanish language courses to be able to interact
on a basic conversational level with native speakers.