Thinking About Your Call to Action

It's as simple as asking your client to take the next step.

Call to actions: We use them every day, especially when packaging our marketing and program information. We work hard to develop our messages and try to figure the best way to deliver them. If we don't provide our target audience with a next step to take: our messages may never cause change, increase understanding, gain support or even just get a response.

Calls to action can help us market the educational information from K-State Research and Extension and make our messages more persuasive. Anytime you decide to produce a marketing campaign or offer information, make a call to action available for the target audience. For example:

Call this phone number
Volunteer
Share your talents, wealth, or energy
Sign up to attend our program
Click here for more information
Subscribe to our RSS feed
Listen to our radio program
Join our Master Gardener program
Donate to our program
Add to cart
Print out our publication
Become a fan on Facebook
Participate in our focus group
Follow us on twitter
Subscribe to our newsletter

Use calls to action in your newspaper columns, websites, displays, radio programs, thank you notes, brochures, fact sheets, social media, and on cloth shopping bags, pencils, and electronic presentations.

In all cases, make sure our clients receive something of value by taking the next step and answering our call to action. It's up to you as K-State Research and Extension staff to make sure answering the call is worth their time.

--Elaine Edwards elainee@ksu.edu

Thinking About Your Call to Action

Social Media and You

At a recent meeting in Kansas City, a Virginia Tech professor reported that a farmer in his state told him that if a banker won't communicate by e-mail or text messaging, the farmer won't do business with him.

It's clear that technology and social media affect every industry. In the same talk, the Virginia Tech professor reported that:

• 1/3 of small businesses have a presence on Facebook;
• Social networking has quadrupled in 3 years - 8 percent to 35 percent;
• 75 percent of men age 18-40 spend most of their time in front of a computer, compared to 18 percent who spend most of their time in front of a TV;
• Social networking is now more popular then e-mail.

The implication for K-State Research and Extension is that various forms of social media allow us to

• add customers quickly,
• capitalize on word-of-mouth marketing,
• enhance customer service (you are there 24/7),
• speak directly to the consumer.

While it's helpful to be proficient in many areas of social media, it's more important that you are using the technology efficiently. Even if you connect with customers in just one way, make sure you know how to use it at a high level and are committed to keeping the information fresh.
Some things that apply to all forms of communication, including social media, are:

• Maintain current information;
• Use proper grammar;
• Be concise;
• Know your audience;
• Be accurate (know your facts).

For more communication and marketing tips, visit our blog at www.ksremarketingminute.blogspot.com.

-- Pat Melgares melgares@ksu.edu

Social Media and You

Make PDFs Easy to Find

Newsletters and other online PDF documents work better with Web browsers, search engines, and slow connections if you remember a few tips.

Use real text. A scanned document turns text into a picture of text. Search engines need real text. If you're not sure whether a file has real text, try to copy-paste the PDF text into a word-processing document. If it works, you have real text.

Keep it under 1MB: Smaller is better. Try Acrobat's "Document/Reduce File Size" feature, or split the document into sections. Google will not find files greater than 10MB.

Eliminate spaces in file names. The Firefox Web browser stops reading the file name when it hits a space. If someone downloads the file with a partial name, it may be difficult for the user to recognize. Use the document's most memorable or important words: ScenicCntyNws, 4HEnrllmnt, WheatVarieties2009.

Add titles to Document Properties. Search engines display the title in results. Use Control D in the full Acrobat application to add a title to a PDF document.

--Amy Hartman ahartman@ksu.edu

Make PDFs Easy to Find

Newsletters Appeal to Current Users

The time you spend on developing a professional newsletter representing your local office or your program seems to be well worth the effort. Marketing research continues to show the value of newsletters as an information source for people currently involved in your program.
In his 1988 doctoral dissertation, Jim Lindquist reported that 57 percent of all Kansans used newsletters as an information source. In 2007, K-State Research and Extension's statewide telephone survey showed that more than 3 in 4 Kansans consider newsletters as "very effective" or "somewhat effective" ways to find information.
Lindquist's study found that the use of newsletters was highest in rural areas and for Kansans who were already involved with an Extension program ("users"). The 2007 survey also indicates high usage among rural residents (83.3%) and current users (86.9%), but also among young adults (84.4%), non-users (75%) and suburban residents (72.6%).
Professional design and printing services are available through K-State Research and Extension's Department of Communications, often at a savings to you over other options. For more information, contact Greg LeValley at glevalle@ksu.edu.

-- Pat Melgares melgares@ksu.edu

Newsletters Appeal to Current Users

Branding KSRE

Later this year, K-State Research and Extension's Department of Communications plans to release a branding guide to introduce the organization's branding strategy and help employees understand ways to strengthen our image.
K-State Research and Extension's communications goal is to create and reinforce the impression that we are:* science-based,* practical,* unbiased,* inclusive, and* community-based.
The more we understand our brand, the more consistently we will express and represent it, and the stronger it will become. By representing the values listed above, people will know our organization as trustworthy, knowledgeable, and focused on their needs.
More information on branding always is available from K-State Research and Extension's marketing unit. Contact Pat Melgares at 785-532-1160. You can also read more and share your ideas on our blog, www.ksremarketingminute.blogspot.com .

-- Pat Melgares melgares@ksu.edu

Branding KSRE

KSRE Garden Publications

With families trying to trim food budgets and eat more healthful foods, home vegetable gardening has been growing in popularity. K-State Research and Extension horticulture experts have been teaching folks how to garden for years, so this trend presents an opportunity to highlight that expertise and reach new audiences.
As you look for ways to enhance programming, consider the "Kansas Garden Guide," S51. This update of the longtime favorite offers tips for garden planning and care, harvest and storage of common vegetables, as well as new vegetable varieties, many suitable for small spaces.
As you plan for the upcoming year, think beyond traditional audiences, and consider using this publication in 4-H Youth Development, with seniors, or in EFNEP programs. The 84-page, full-color guide appears on the current order form at a cost of $3.50. Here's a preview: http://www.ksre.ksu.edu/library/DesktopModules/ViewDocument.aspx?DocumentID=1241 .
The guide will be delivered in time for winter garden shows. Remember that you may be able to recoup costs for publications through program registration fees.
Our Publications and Videos site has changed. To order before the pre-print deadline of October 30, use the current order form mailed to your office or visit the site at: http://www.ksre.ksu.edu/library/DesktopDefault.aspx?tabid=16 . Select Draft Publications from the menu on the left, then Drafts for Employees, and finally, New Publication Order Form.
For more information, contact the Distribution Center at 785-532-5830, or the publications unit at 785-532-1148.

-- Nancy Zimmerli-Cates nancyz@k-state.edu

KSRE Garden Publications

Social Media and KSRE

KSRE's marketing unit recently sent a request to counties asking for examples of people using social media to help promote their programs. In less than two hours, we received a dozen examples within our system.
Many are using Facebook to promote upcoming events, 4-H and food safety programs, and more. A few others who responded said they are using Twitter, blogs, and text messaging. Are these worth your time? Recent research indicates that they are. An article at http://www.socialmedia.biz/ indicates that:
* 2/3 of the global internet population visits social networks, and time spent on social networks is growing at three times the overall internet rate; and* visiting social networks is now the fourth most popular online activity -- ahead of reading personal e-mail.
According to statistics from Facebook, the fastest-growing demographic of Facebook users are those 35 years and older.
If you believe social networking can boost your program, make the effort to do it right. The power of social networking is great, so be strategic in your communication via social networks. Know which social media tool works for your desired target audience. And, find workshops or other learning opportunities that will help you maximize social networking.
You can also visit the Communications Expo during this year's annual conference, where members of the Department of Communications will be sharing information on social networking.
-- Pat Melgares melgares@ksu.edu

Social Media and KSRE

Importance of Multi-Channel Communications

There is a theory in marketing, called the "three-times convincer" concept. It states 80 percent of people need to hear a message three times before they buy into it, 15 percent need to hear it five times, and five percent up to 25 times.

In other words, sometimes you need to repeat a message many times for your audience to internalize it. That is, you need to repeat a message many times before your audience will internalize it. (See, it works!)

But, what is the best way to distribute the message? It depends on your audience.
* If you're trying to reach the under-20 crowd, you better look to mobile technology to communicate.
* If aiming for the metro-commuters you should consider radio spots.
* If you're hoping to inform the retiree, communicate through the newspaper.

And if you want them to actually internalize the message, you should send the message every way you can.

In an organization like ours, where we need to reach all segments of the public with our information, it is essential that we employ multiple channels to communicate. Through print news, radio, television, Websites, twitter, Facebook, e-mail, mobile marketing, newsletters, columns, tangibles, publications, and programs, we can blanket the audience with our messages.

We can reach not only the 80 percent who need to hear it three times, but the 15 percent that need to hear it five times. Thankfully, we have the infrastructure within KSRE to be able to use multi-channel marketing effectively and efficiently.

For more on multi-channel communication, go to:

• How Multi-Channel marketing is like a county fair (You may need to register for free to read this article)
• Wiki: Multi-channel Marketing
• Or check out the book “Multichannel Marketing: Metrics and Methods for On and Offline Success” by Akin Arikan (Preview available online)

Importance of Multi-Channel Communications

K-State Research and Extension Business and Economics

K-State Research and Extension Business and Economics

K-State Research and Extension Business and Economics

Forming Plurals

When you need to write about a multiplicity of items, you need to be able to form plurals. Some plural forms are easy: If you have more than one cat, you have cats. This follows the most common way to form a plural in English -- add s to the end of the word (dogs, 4-H'ers, tools).

If a word ends in s you add es (buses, horses). This rule also applies to words that end in ch, sh, ss, tch, x, or zz (couches, axes, dishes, watches).

Many words ending in y form the plural by changing the y to ies (try becomes tries, kitty becomes kitties). When the y is preceded by a vowel, you usually just add an s (days, trays). For proper names where a consonant precedes the y, just add s (Kelly becomes Kellys).

Words ending in o sometimes cause confusion. Many form the plural by simply adding s (radios, solos, pianos), but others add es (potatoes, tornadoes, tomatoes). Check a dictionary if you're uncertain.

Form the plural of an individual letter by adding 's (A's, B's, C's, D's, F's). This is the one of the only times you use an apostrophe to form a plural (it helps avoid confusion with other words). Form the plural of multiple letters or single- or multiple-digit numbers without an apostrophe: ABCs, pdfs, 1970s, 1s.

There are other ways to form plurals in English. Consult a dictionary for correct spelling of any word you're unsure of. --Linda Gilmore lindagi@ksu.edu

Forming Plurals

Saving Money on Print Newsletters

The print newsletter continues to be an effective communication piece for local offices. The good news is that local offices should still be able to provide a quality print newsletter within budget. Here are some money-saving tips:

* Look for creative ways to distribute your newsletter. Save postage costs by putting the newsletter in racks at the local supermarket, café, hardware store, Co-op, or other public area.

* Use K-State Research and Extension's print shop to produce your newsletter. Because of quantity pricing, the Duplicating Center can produce your newsletter for less, and local offices don't have to pay the lease cost, copy charge and supplies for your own machine.

The Duplicating Center also is looking into the feasibility of providing distribution racks to counties at no charge. Learn more about the Duplicating Center's services by visiting www.communications.ksu.edu , or call Greg LeValley at 785-532-1158

Saving Money on Print Newsletters

Communicating in Tough Times

In tough budget times, it's important that you communicate and market your program more, not less. Here's some sensible ways to continue showing people the value of your programs:

1) Be very clear and consistent in your message. Make sure people clearly know the value in what you're offering.

2) Identify and understand your target audience. This helps you spend your time reaching folks who will most benefit from your information and who also may be advocates of your program.

3) Develop partnerships. Work with people who have similar goals. You might consider sharing the cost on an advertisement or insert or booth during a local event.

4) Further strengthen your focus on doing your best work for your clients and customers. Satisfied clients remember you, and when economic times get better, they'll continue to support you.

5) Don't cut corners on service. Brainstorm with your office staff on creative ways to offer the same great product (information) and service with less money.

Simply, remember to communicate and stay in front of clients and customers. Remain positive and position yourself as a group that makes the best of a tough situation.

For more communications tips or to share your own ideas, contact us at melgares@ksu.edu

Communicating in Tough Times

Is it "fewer" or "less"?

To decide when to use fewer and less in writing, decide if you are counting items or an amount. For example:

• There are fewer marbles in this jar than in that one (items).
• There is less water in this glass than in that one (an amount).
• She has less than $50 (an amount), but fewer than four $10 bills (a number).

Trust your ear: if you would use "much," (much more water) use "less"; if you would use "many," (many more marbles) use "fewer."

Use "less than" when describing a mass, a measurement, or a total, such as:

• The building was less than 50 years old, or less than 10 percent germinated.

In this case, "years" refers to a period of time, not individual years and a percentage is an amount.

To compare amounts or numbers, use more than, such as "she has more than 25 cats." "Over" describes a spatial relationship: the bird flew over the parking lot. "Over" also can describe the passage of time: over the past 15 years, they became friends.

For more information, please contact Mark Stadtlander at mark@ksu.edu.

Is it "fewer" or "less"?

Email Etiquette

E-mail is a great communications tool when used properly, but when used incorrectly it can become a hindrance to effectively working with others spread across the state as we are. Here are some basic rules for effective communication using e-mail.

There are three types of recipients on a standard e-mail message: To, CC, and BCC. When sending an e-mail message, only add direct recipients to the To field. That shows the message is directed to those recipients and they alone should act upon it. Recipients in the CC, or Carbon Copy, field are those who should not directly act upon the e-mail but simply be aware of what it contains. You could consider it an "FYI" field for e-mail.

BCC or Blind Carbon Copy, should only be used when sending e-mail to large distribution lists, and the only other recipients listed in this case should* *be* *in the To field. Those recipients will not be able to see each other's e-mail addresses, only the sender's address in both the To and From fields of the message. It is considered unethical to include BCC recipients on a message with other recipients listed in the To and CC fields since they will not be aware this message was sent to others.

Good e-mail is concise and covers only a single subject. Make sure the subject line effectively describes the point of the message. If you need to cover multiple topics, it is best to send multiple e-mails, so the recipients will see multiple subject lines.

Also, if the recipient should take a specific action or provide a response, it is best to prompt them. Use an "If-Then" format, such as, "I am available for a meeting tomorrow at 10:00 and 2:00. If one of those times works for you, please reply with that time and where you would like to meet. If not, please let me know a couple of times that would work for you." That will let the recipient clearly know that he or she must respond to this e-mail with specific information.

Look for more e-mail tips in the weeks ahead.

Russell Feldhausen

Email Etiquette

Writing for the Web

Many web surfers scan online articles looking for important items, rarely reading an entire story. Here's some tips to make sure your information doesn't get lost when people come to your Website:

• Summarize. Make your key points in the first paragraph.
• Use bulleted lists for important items or points.
• Write in short, clear sentences.
• Keep pages short. Readers don't like scrolling through a long page to find information.
• Place headings on articles. Bold-face, if appropriate.
• Link to more information.

Learn more about this by clicking the links below:

Web Teaching Articles: Writing for the Web

Web Content Tutorials: Writing for the Web

By Carrie Blaes

Writing for the Web

HIDE AND SEEK -- THE GRAMMAR EDITION, PART 2

The "Communication Minute" below contained five hidden grammatical errors. Examples of correct usage appear below.

Like all grammatical "rules," these five usage suggestions have exceptions. Context, audience, and purpose will determine correct usage. And sometimes, there may be a better word choice altogether.

1) Because of/due to: Because of means as a result of; due to means attributable to.
CORRECT: "Because of our experiences..." "The participants' increased knowledge is due to their workshop experiences..."

2) Based on/on the basis of: Using based on at the beginning of a sentence can be problematic because the phrase is often a dangling modifier. For simplicity, use based on following a "to be" verb and on the basis of as an adverbial phrase.
CORRECT: "On the basis of my experience..." "Our conclusions were based on..."

3) While, since/although, whereas: While and since indicate time; although or whereas indicate conditional relationships.
CORRECT: "Although it's sometimes useful..." "Since last year, my writing has improved..."

4) Over/more than: Over is generally used to describe spatial relationships and passage of time; more than is used with numerals, figures, and amounts.
CORRECT: "More than half of the manuscripts..." "Over the past 10 years..."

5) Impact/affect: Affect means to influence; impact means to strike forcefully.
CORRECT: "...errors that affect us..." "The raindrops impacted the soil surface, causing runoff..."

For more resources and information on grammar tips, please contact Jennifer Alexander at jennalex@ksu.edu

HIDE AND SEEK -- THE GRAMMAR EDITION, PART 2

HIDE AND SEEK -- THE GRAMMAR EDITION, PART 1

Even if your job title isn't "writer" or "editor," you probably are, at least part of the time. Due to our experiences, we each develop pet peeves - usage errors that impact us as much as nails screeching on a chalkboard. While it's sometimes useful to browse style manuals, dictionaries, and other references to learn about the finer points of grammar, we usually just need a quick, straightforward answer. But correct usage of some terms is hard to remember. Over half of the manuscripts I edit contain the same common errors. Based on my experience making the same edits repeatedly, I think a quick review is in order.

Five often misused terms occur (incorrectly) in the previous paragraph. Did you spot them?

Examples of correct usage will appear in the next post.

Questions? Please contact Jennifer Alexander at jennalex@ksu.edu

HIDE AND SEEK -- THE GRAMMAR EDITION, PART 1

Elevator Speech

The elevator speech is an overview of your company or organization that you can deliver in the time it takes to ride up the elevator. Now, our campus elevators can be pretty slow, but. brevity is key for this short synopsis of who we are and what we do.

Below is our version of an elevator speech for K-State Research and Extension. We encourage you to personalize this message and use it any time you have the opportunity. This short speech can help us make people aware of the breadth and depth of information available through K-State Research and Extension.

"Hi. I'm ______. I'm K-State Research and Extension's ___________ agent in _______ County or District. I don't know what you know about K-State Research and Extension, but it's a partnership between local government and Kansas State University, with offices in every county. The agents in those offices distribute research-based information and advice on many topics. We cover environmental issues, health and nutrition, crops and livestock, lawns and gardens, 4-H and families, community development and much more.....giving Kansans the knowledge they need to improve their quality of life and standard of living."

More info:
Wiki's definition of elevator speech
The Perfect Elevator Speech from Business Weekly

Elevator Speech

Make the Most of Your 5 Minutes

You happen to catch a key funding source in the hallway and have, literally,five minutes to state your case on why your funding should be maintained, or at least not cut as much as other groups. What do you say and how do you say it?

Times like these are when key messages are essential. Key messages are the short 3-5 points that you want to make when given the opportunity. Whereas an elevator speech will provide the verbatim text, key messages give you the ideas to convey in your words.

K-State Research and Extension has key messages that may help you in this situation:

• K-State Research and Extension provides Knowledge for Life.
• We improve the quality of life and standard of living for all Kansans.
• We are a partnership between local government and Kansas State University.
• We have an office in every county.
• We create and distribute research-based information on topics important to Kansans.

And, when the specific topic of funding does come up, consider highlighting these points, from our 2006 statewide telephone survey:

• 80 percent of Kansas citizens surveyed said that they approve or strongly approve of spending public funds to support K-State Research and Extension.
• Of those surveyed, nearly 75 percent said it is very important to maintain our service of delivering unbiased, research-based information. An additional 23 percent consider it somewhat important.
• More than 63 percent who have participated in our programs rate their experience with K-State Research and Extension as excellent or good.
• 96 percent of those surveyed consider information from K-State Research and Extension as credible or very credible.

For more information on key messages, go to:

• How to formulate marketing messages
• Key messages in presentations
• What is a key message?

Make the Most of Your 5 Minutes

From the workbook “Branding: It’s Everybody’s Business!” created by Elizabeth Gregory North, Texas AgriLife Extension:

Branding: Making Our Mark

A fundamental element of marketing is branding, but there’s a lot more to it than just putting a logo on everything (although you do need to put the logo on everything!).

In Extension, we tend to believe what I call the Coca-Cola fallacy: marketing and branding are only for big business – we don’t have a brand and we don’t need one, because, after all, we’re not Coca-Cola!

But the reality is that we do have a brand and we do need marketing. Branding is a super-hot term in marketing circles these days, but what is called a brand can also be called reputation, and it can include organizational values, a mission, even a creed. A brand includes everything your name evokes in the minds of your customers.

It’s helpful to think of your brand as a promise you make to your customers – a promise that encourages them to enter into or to continue a relationship with
you.

Before you can work on building your brand, you need to understand what it is and what you want it to be.

We think that is one of the best descriptions of branding. It really illustrates the difference between marketing, logo-police, and true branding.

Looking for more information? Here are a few more links:

• A library of brand management articles from marketingprofs.com
• Brand marketing info from Stamats (directed toward higher education institutions)
• What is Branding? (from About.com)

Please add your own branding resources by clicking "Comments" below.

Trade Show Tips

Many counties are coming into (or in the midst of) lawn and garden show season. So, in that spirit, here are a few tips for great trade show and booth displays:

• Keep it Visual. People walking past your booth don´t have time to read paragraphs, so make sure your display is text-light and graphic-heavy. High quality, dominant photos make a strong first impression.
• Grab Attention. Trade show attendees will only pause a few seconds to glance at your booth. Try to provide something that pulls them in instantly and motivates them to pause longer.
• Stand Out from the Competition. What can you do with your space that will be unique? What do you offer that the booths adjacent to you do not? Find out and capitalize on that difference.
• Give them an experience. Instead of just distributing information, provide attendees the opportunity to do something new or unique. For a lawn and garden show, let them get their hands dirty. Think of how much traffic you can generate when attendees refer to your booth as "the one where I got this free seedling."
• Don´t just sit there. It´s tempting if you see yourself as introverted, to sit in your booth space and expect people to come to you. Instead, get up and get moving. Don´t expect attendees to automatically come to you; go to them and distribute materials in the aisles. Make it worth your time to be there.

Don't just take our word for it. Here are a few more ideas for great booths, whether it's a lawn and garden show or a county fair:
Effective Trade Show Displays
Trade Show Displays: What Makes Them Work
Trade Show Exhibit Graphics: Dos and Don'ts
Create an Effective Trade Show Display

We'd love to hear from you. What suggestions do you have to make your booth space the talk-of-the-show? What ideas would you like to pass onto your peers? Click "Comments" to let us know!

Trade Show Tips

Getting Motivated

In the first few days or weeks after a holiday, getting motivated can be challenging. Not only can the let-down from the holidays pull you down, but the wintery weather can also contribute. So what can you do to motivate yourself or others on your team? Here a few suggestions from the University of Nebraska-Lincoln publication, “77 Ways to Motivate Your Workers.” The best actions depend on which source of motivation most apply to you or your team:

• Fun-motivated workers could need a good joke, a more entertaining job or task, or a social activity.
• Reward-motivated workers could benefit from a raise, special perk or prize, or clearly stated expectations.
• Reputation-motivated workers could perk up with some feedback, praise or public recognition.
• Challenge-motivated workers might need a new assignment, professional development activity, or more difficult tasks.
• Purpose-motivated workers may benefit from a “why we exist” discussion and a reminder of how they fit in the picture.

For more motivational ideas, check out the full publication.

Getting Motivated