Target Audiences of Metro Audiences and Young Adults

The saying goes, “You can’t be all things to all people,” but for the past 10 years, K-State Research and Extension’s marketing effort has tried to be just that.

Since 1996, we’ve focused on reaching all Kansans statewide, and that effort has shown some success. Awareness of our program statewide has improved, with 70 percent of Kansans familiar with “Extension.” Also, our usage numbers are high in the western half of the state. We want to continue to sustain our efforts statewide, to reach all audiences.

However, with our new five year marketing plan, we are establishing some target audiences. Clearly defining target audiences helps promote the aspects of K-State Research and Extension that are most relevant to each group. We don’t change our programming; we just change how and what we highlight about our programming.

For us, the greatest opportunity for growth lies in the metro areas. These are the areas with the lowest percentage of its residents aware of and/or using K-State Research and Extension. These areas also have the highest population density and are experiencing the most population growth. Thus, if we aren’t reaching as many of the current residents as we could and the number of current residents continues to increase, then we are missing the opportunity to reach new clientele in the metro areas.

Another reason to focus on the metro areas relates to legislative influence. The Wichita and Kansas City metro areas alone house 19 state legislators and cover at least part of all four congressional districts in Kansas. Shawnee County, too, provides significant opportunities to reach the Kansas legislative bodies. If constituents in these key areas use our services and see how beneficial they are, then they could become our advocates, and we will stand a better chance of maintaining or even increasing our funding support.

In a similar way, young adults also provide us an opportunity to grow. According to the Census Bureau, approximately 29 percent of Kansans are 24-44 years old. That’s about 769,000 Kansans. Of our current clientele, only 13 percent of our current users are in this age bracket. Also, we have information and programs that interest this age bracket, with materials relating to health and nutrition and environmental preservation topping their list. We have an opportunity to reach out to the young adults and, not only gain current users but, hopefully, future users, as well.

These two audiences are our primary targets for marketing K-State Research and Extension in 2008. How we will reach them is still to be determined. We are working on and testing a marketing campaign, as well as some new features for the K-State Research and Extension homepage. We are not ignoring our current users; we are just trying to reach out to some untapped audiences.

If you need more information, please contact Pat Melgares at melgares@ksu.edu or Linda Sleichter at lsleicht@ksu.edu . If you’d like to comment on this or any Marketing Minute discussion, we encourage you to visit our Marketing Minute blog at http://ksremarketingminute.blogspot.com/ .

Target Audiences of Metro Audiences and Young Adults

Demographics of our Users

Last week we looked at the demographics for all Kansans. This week we are comparing that information with the results of our recent statewide telephone survey. Nearly 30 percent of the survey participants were clients or users of K-State Research and Extension. That is the group which we will be looking at first.

Location. According to the 2007 survey, most of our users are rural, with 44.1 percent of users consider themselves to live in a rural area. Urban areas accounted for 27 percent of the users, and 28.9 percent considered their home to be a suburban area.

Age. According to that same survey, our users tend to be older than the general population. The age classification breaks down as follows:
2.73 percent – 19-23 years old
12.93 percent - 24-44 years old
21.77 percent - 45-54 years old
29.25 percent - 55-64 years old
33.33 percent - 65 and older


Ethnicity: According to our research, 99.3 percent of our users classify themselves as white, non-Hispanic. The remaining 0.7 percent of survey participants refused the question. We realize that, in fact, not all of our users are white, non-Hispanic. If we look at the demographics of all participants in the survey (the 70.3 percent who have never used K-State Research and Extension), they classify themselves as 93.2 percent white, non-Hispanic; 3.1 percent black or African American; 1.4 percent Hispanic or Latino; 1.0 percent Asian; 0.6 percent American Indian or Alaska Native; 0.2 percent two or more races, and 0.6 percent refused the question.

By comparing the U.S. Census data on all Kansans to the data we have about our users, there are a few glaring trends. Our users skew more rural, older, and less diverse than Kansas as a whole. That is why our five year marketing plan for K-State Research and Extension will be targeting residents of urban areas, young adults age 24 to 44, and ethnic minorities.

Demographics of our Users

Kansas demographics snapshot

A common first step in marketing is to look at the demographics for your potential clients. For us, that means looking at the U.S. Census data for all of Kansas.

Location: As of the 2000 Census, the bulk of Kansans live in the Kansas City metro and Wichita metro areas, plus Salina, Manhattan, Topeka, and Lawrence. Johnson and Sedgwick counties are the most populated, both listed more than 450,000 people. As of 2000, these were also the counties experiencing the most growth in population.

Age: According the 2002 U.S. Census data, 18 percent of Kansans are 65 and older, 31 percent are 45 to 64 years old, 20 percent are 35 to 44 years old, and 31 percent are 18 to 34 years old.

Ethnicity: According to the 2000 U.S. Census data, the majority of Kansans are white, non-Hispanic, with 82 percent of Kansans classifying themselves in that category. However, there are pockets of diversity throughout the state. For example, Wyandotte County is the most diverse, with 51.6 percent of its population white, non-Hispanic; 28.3 percent (46,000 people) Black or African American; and 16 percent (25,000 people) Hispanic or Latino. The diversity is not limited to metro areas. More than 37 percent of Ford County’s residents are Hispanic or Latino.

For a full demographic analysis of Kansas' population or to get demographics specific to your county, go to: http://factfinder.census.gov/

Kansas demographics snapshot

Billboards

The billboard debate is one that resurfaces many times for us in the marketing unit. As with any media, there are pros and cons for purchasing a billboard for our organization. On the positive side, billboards are an easy way to quickly reach thousands of people. An effective billboard can drive people to your website or office, or just motivate someone to find out more about your organization or product. On the negative side, billboards aren’t cheap. A prime location in Wichita can cost you between $2,000 and $3,000 a month, plus set-up fees. Even if you get a billboard at a discounted price, it still gives the perception of money, which is a bad thing if you are asking for money from funding sources. Also, there is a vocal group who criticizes billboards, arguing that they are “visual pollution.”

If you evaluate your program and determine it is worthwhile to purchase a billboard, here are a few things to keep in mind to make the most of your space:
-Keep it simple. A simple, clean design will be easier for the view to absorb visually.
-Keep it short. Limit your message to 10 words or less.
-Keep it big. Make sure your artwork can be viewed from a long distance.
-Give them a next step. Direct the viewer to a Website, phone number, or office location.
-Always edit. As with any communications medium, make sure your message is correctly spelled and appropriate for your target audience.

Billboards

What is 'Branding'?

Branding is defined as every prospect or customer interaction with your company that creates an impression. It's more than just a logo. It's the personality and soul of your company, including how your phone is answered, how someone is greeted in your lobby, the quality of your customer service, and more. A brand is a promise about the level of service and professionalism customers can expect from a company.

Here are some tips on how to capitalize on K-State Research and Extension's brand promise:
*Use the organization's full name -- "K-State Research and Extension" - on all references, especially printed materials.
*When using the K-State Research and Extension logo, never change its proportions. It should always be scaled in a way that keeps the graphic's original dimensions.
*Follow the guidelines in the K-State Research and Extension Communications and Style Guide.

What is 'Branding'?

Using County Publication Allocation Funds for Marketing Items

The county publication allocation is an annual dollar amount distributed by the Associate Director of Extension and Applied Research, and maintained by K-State Research and Extension's Department of Communications.

The allocation provides funds to purchase publications and other materials needed for programs or for general distribution. In 2005, the allocation was expanded to cover all items and services provided and billed to county/district offices by the Department of Communications, including numbered publications, newsletter design, printing and mailing, editing, video tapes, CDs and DVDs, teleconferencing; marketing items, and more.

Allocations can not be used for publications and items that are printed or sold by other departments. Items such as pins, ear tags and other 4-H project materials are billed through the 4-H Foundation and are not eligible for allocation purchases. Items that are printed or manufactured by a non-university facility, such as banners or building signs, are ineligible - although staff in the Department of Communications can assist you with design and ordering.

For a complete list of marketing items available through the Department of Communications, go to marketing and click on Marketing Items.

If you have questions about how to use your county's publication allocation, please send an e-mail to Gina Nixon at gnixon@ksu.edu .

Please contact Pat Melgares, melgares@ksu.edu; or Lisa Heller, lheller@ksu.edu ; for questions regarding the marketing items in inventory. --Pat Melgares

Using County Publication Allocation Funds for Marketing Items

Making Meetings Meaningful

Meetings are an essential part of an effective organization, but they aren't free. Meetings cost in the form of time spent and potential lost productivity, not to mention cost of paper and ink for handouts and the cost to run the facilities. Still, they are essential and can be very worthwhile, if run effectively. So, whether you are planning your weekly staff meeting or an Extension board meeting, how can you make the most of a meeting? Here are a few tips, paraphrased from the book, 'Herding Chickens":

-Schedule them correctly. Avoid Monday morning blahs and Friday afternoon getaways. Tuesday mid-morning is the best time to schedule meetings. Set a meeting length, so that meeting participants can schedule accordingly.

-Prepare an agenda, and stick to it. Some fluctuation is necessary, but avoid letting the meeting ramble off-topic. Instead, make sure the essentials are covered first and discuss more open-ended topics toward the end.

-Send material ahead of time, so that meeting time isn't spent reading verbatim what could have been sent via e-mail.

-If you are just trying to share information - not trying to make decisions or instigate actions - then consider avoiding a meeting and instead post the information via e-mail or your Intranet staff page.

-Speak succinctly and concisely. It may be necessary to introduce some background information before making your point, but try to do so as efficiently as possible.

For more on conducting an effective meeting, check out the book, 'Herding Chickens,' by Dan Bradbary and David Garrett. For K-State Research and Extension marketing questions, contact Pat Melgares or Linda Sleichter. --Linda Sleichter lsleicht@oznet.ksu.edu

Making Meetings Meaningful

On-line calendars, newsletters are popular with Kansans

A recent random sampling of K-State Research and Extension users paints a picture of popular features that Kansans look for when visiting your Website.

The survey, conducted in March, 2007 by K-State Research and Extension's Department of Communications, found that K-State Research and Extension users are most interested in four Web features - a current events calendar (89 percent of users wanted this feature), an online newsletter (81 percent), video files (76 percent), and online registration for events and programs (76 percent).

In 2004 and 2006 studies, the Department of Communications also found that the number of rural users on dial-up connections in Kansas is decreasing, and high speed connections are increasing. This trend indicates that providing access to high bandwidth features (such as video files) is an opportunity for K-State Research and Extension.

Other categories tested in this survey were audio files (40 percent of respondents indicated they would like this feature), discussion board (31 percent), free subscription to a listserv (28 percent), online communication with other users (18 percent), and a chat room (12 percent).

K-State Research and Extension's new CMS software will make these and other new technologies available to all offices statewide. If you need more information, please contact Linda Sleichter at 785-532-5804, or e-mail lsleicht@ksu.edu . --Pat Melgares melgares@ksu.edu

On-line calendars, newsletters are popular with Kansans

Podcasting

Podcasting may sound like something related to frog fishing, but in fact it's a Web feature that is taking hold through the Internet. Wikipedia defines podcasting as "the method of distributing multimedia files, such as audio or video programs, over the Internet using syndication feeds, for playback on mobile devices and personal computers." It enables users to download audio and video files from a website to iPods, desktops, or other technology. They can even subscribe for automatic downloads.

Why podcast? Websites, as a rule, are not very personal, but customers like dealing with people. Podcasting allows you to put a human touch on your site, either through audio snippets or video pieces.

But does it have a place on your site? Here are some ideas to consider:
- Provide a tip of the day, published periodically
- Answer FAQs with a audio or video file - Show users (instead of just telling them) how to transplant bulbs or use meat thermometers correctly
- Put a face or voice with your name

Podcasting

Reach the Connected Generation

Baby Boomers, Generation X, Generation Y. What's next? The Connected Generation. This consumer group, age 18-40, is known for being connected through technology. Research indicates they are online hourly, with their cell phone to their ear almost constantly. Their community consists of relationships with people they hardly ever meet face-to-face. They expect instant responses customized for them. So what can we do to reach this audience?

According to a book entitled, "Mind Your X's and Y's: Satisfying the 10 Cravings of a New Generation of Consumers," here are five perceived needs of the Connected Generation:
1. Shine the spotlight. Personalize the content to meet their needs.
2. Raise my pulse. They highly value adventure and fun.
3. Make loose connections. Their social community consists largely of relationships with people they hardly ever meet face-to-face.
4. Give me brand candy. Design and look is as important as content and depth.
5. Filter out the clutter. Remove excess content to make it fast and easy to get the content they are seeking.

Reach the Connected Generation

SWOT Analysis: What is it, and why do I need one?

SWOT analysis is a technique used in marketing communications (and many planning structures) to get an accurate overview of a situation’s background or history. By thinking through and identifying a situation’s SWOTS, step-by-step, a team can get a more complete and concise evaluation than if they just discuss it openly.

SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Strengths and weaknesses are “all about me” lists; in other words, they focus on what the organization currently has happening within itself. Opportunities and threats take a more external view, looking at what external factors could impact the organization.

SWOTs help develop the other components of a solid plan. Overcoming threats or taking advantage of opportunities often become objectives, and strengths are often incorporated into key messages. Next week’s Marketing Minute will discuss key messages.

SWOT Analysis: What is it, and why do I need one?

Spokesperson Tips

Many K-State Research and Extension employees are contacted or interviewed by media for news stories and other public comments. When you are contacted, this can be a great opportunity to heighten awareness and interest in your programs.

Here're some tips that will help you make the most of the opportunity.

1) When first contacted, don't agree to do the interview right away. Rather, ask if you can call the reporter back in 15 minutes, or if contacted in person, ask if they can wait 5-10 minutes. Use this time to gather your thoughts.
2) If you are asked "loaded" questions, you can simply deflect the question by using one of your key messages.
3) If you are not the right person to comment on a topic, simply say so.

Spokesperson Do's
1) Tell the truth; be as open as possible. Say only what you know, even if it's just that you're seeking more information.
2) Follow up with additional information.
3) Expressed empathy for affected persons, if appropriate.
4) Make yourself available for follow-up information or to verify facts. Provide your contact information, including e-mail and cell phone number.

Spokesperson Don'ts
1) Don't use jargon.
2) Avoid using humor; it can be dangerous if not understood in context.
3) Don't repeat negative allegations; simply say your key message.
4) Don't use clichés, or fancy one-liners.
5) When representing an organization, don't express your personal opinions.

It takes practice to repeat key messages in an interview. A document to help you

Spokesperson Tips

Kansans Rate Emerging Web Technologies

There is quite a bit of buzz surrounding such emerging technologies as podcasts, electronic information feeds (RSS feeds) and blogs. A recent random sampling of K-State Research and Extension users found that, with knowledge of these technologies, Kansans will be receptive to using them.

The survey, conducted in March, 2007 by K-State Research and Extension's Department of Communications, found that podcasts and RSS feeds represent the greatest opportunities for distributing information from K-State Research and Extension.

On a five-point scale on which 3.0 is a neutral score, users reported their awareness of what an RSS feed is at a mean of 1.59. When given a definition of an RSS feed and how they can be used, the same users reported a mean of 3.45 for their likelihood to use RSS feeds in the future.

Similarly for podcasts, users' awareness was 2.50, but was 2.90 when these users reported their likelihood to use a podcast in the future.

Blogs, while useful, had an opposite trend, though minimal. Users' awareness was reported at 3.13, but dropped to 3.01 when users were asked to rate their likelihood to use a blog in the future.

K-State Research and Extension's new CMS software will help to make these technologies more easily available to all offices statewide. If you need more information, please contact Linda Sleichter at 785-532-5804, or e-mail lsleicht@ksu.edu.

--Pat Melgares melgares@ksu.edu

Kansans Rate Emerging Web Technologies