Communications Minute

Communicating with Spanish-Speaking Clients

2010-04-21T11:40:00.000-07:00

Educators who need consumer publications in Spanish can find them at the Federal Citizen Information Center (also known as Pueblo Consumer Information Center).

The publications cover topics such as personal finance, retirement saving, and managing medical benefits. They are provided by a variety of agencies and private-sector organizations. These publications are available only from the Pueblo site.

An Extension Educators' order form on the FCIC Website makes it easy to review titles and to order directly from that site.For more information, contact Jim Zawada at 202-501-1799, or james.zawada@gsa.gov.

--Nancy Zimmerli-Cates nancyz@ksu.edu

Census 2010 and Marketing K-State Research and Extension

2010-04-19T08:10:00.000-07:00

The new U.S. census represents another important time in how K-State Research and Extension markets its programs to the people in Kansas. KSRE’s marketing team has used census data extensively to understand demographics in Kansas, which helps to inform our marketing strategy for the organization.Among many areas, census data might help us

determine areas where marketing to a low-income population is most beneficial;
determine areas where the heaviest population exists;
determine areas where a certain age demographic is most heavily-concentrated;
ask more relevant questions in future surveys, focus groups and similar research.

The deadline for mailing in a U.S. census has passed, but census-takers will soon be out to interview non-responders in person. Encourage people in your programs and community to participate. Census data not only helps the federal government know your community better, it will also help K-State Research and Extension market your programs to Kansas residents more effectively.

--Pat Melgares melgares@ksu.edu

Facebook as a Marketing Tool

2010-03-31T13:04:00.000-07:00

Facebook continues to be one of the social media tools that is growing at a rapid rate. K-State Research and Extension is taking advantage of this new opportunity with its own Facebook presence.

We’re still looking for folks who would like to be part of discussion boards on our Facebook site. If you’d like to help us by posting one topic each month, please contact Pat Melgares at melgares@ksu.edu.

This week, we learned of some great ways to drive traffic to your Facebook page. Here’re some great ideas:

Post a weekly quiz or question on your Facebook site. Then, wait a few days before giving the answers.
Sponsor a photo contest, such as “Scenes of the County Fair.” You choose a winner, and might even be able to give a simple prize.

Other marketing ideas include setting up connections in your “Favorite Pages” tab; acknowledging those that comment on your posts; and creating a landing page for those that are not yet your Facebook fans.

--Pat Melgares melgares@ksu.edu

Using Google To Find What You Need

2010-03-26T08:20:00.000-07:00

One of the most widely used tools on the web is Google. Here are a few simple tips to make your searches more powerful:

Less is More: Instead of using a full sentence, such as "Which vegetable is the most popular in the United States" simply search for "popular vegetable united states" and quickly look through your results to find what you need.
Use unique and descriptive terms: Try to use words that are unique to what you are searching for. For example, use "carnivore" instead of "meat eating animal."
Use quotation marks to search for exact text: If you are looking for a quote, put it in quotation marks. This is especially useful for looking up computer error messages!
Start broad, then narrow your scope: If there are a few good results in your first set that all contain the same word, add that to your search and look again.
Use - to remove a word: If there is a word you don't want to include in results, add a minus sign in front. "Frankfort -Kentucky" would search for results that include Frankfort but not Kentucky.
Use ~ to look for synonyms: Instead of using a thesaurus, you can have Google search for synonyms by simply putting a tilde (it's on the key above Tab) in front of a word. "Cow ~facts" will search for pages containing "facts," "information," "trivia" and many other words along with "Cow."

You can find more information on using Google on their help pages, http://www.google.com/support/websearch/bin/answer.py?hl=en&answer=134479 and http://www.google.com/support/websearch/bin/answer.py?answer=136861.

--Russ Feldhausen russfeld@ksu.edu

Check Your Web Links Regularly

2010-03-26T08:18:00.000-07:00

A Web page full of links, particularly to other organizations, should be checked at least every few months. Authors of the linked sites may have rearranged their webs, which will turn your links into "not found," or other error messages.

Even worse, links to .org or .com sites can be bought by someone else, including advertisers, if the original organization drops the address. In that case, your link could go to a page that has information different than the original topic. It may be information that doesn't belong on a university Web page.

--Amy Hartman ahartman@ksu.edu

When a Reporter Calls

2010-03-10T11:21:00.001-08:00

Here’re a few tips for a successful interview when a reporter calls.• Ask the reporter’s name and publication or broadcast station.
• Ask the story angle.
• Determine whether you are the appropriate source. If not, refer the reporter to the right person.
• Call the reporter back in 10 to 15 minutes so you can prepare.
• Simplify your message. Write down your key point(s) before the interview.
• Anticipate the tough questions and practice positive responses.
• Think of an interview as a way to talk directly to your audience.
• Do not use overly scientific or technical terms. Speak in short sentences.
• Get to the point. Keep your answers brief, and keep them focused on your message.
• Avoid light humor or negative remarks.
• If asked to comment on something that’s controversial or makes you uncomfortable, tell the reporter that you don’t think you are the appropriate person to respond.
• Be honest. If you don’t know the answer to a question, simply say so.
More information is on the web at Event in the Box.

--Elaine Edwards elainee@ksu.edu

Capitalize on Co-Branding

2010-02-26T10:30:00.000-08:00

K-State Research and Extension’s strengths include the variety of programs we offer and the partnerships we develop. Partnerships can strengthen the marketing message for both groups by co-branding, which is a strategy to combine the strength of two or more brands for greater awareness and the overall good.

A national survey released February 17 indicates, however, that Land-Grant universities can do a better job of promoting partnerships. The survey includes interviews with more than 2,000 Americans, as well as 1,911 employees, 1,300 volunteers, and 1,260 current users of Extension services.

Two areas used as examples highlight the increasing need for all programs to associate their connection with K-State Research and Extension:

Of those that have knowledge of their state’s 4-H program, only 9-percent knew that it is connected to the state’s Extension service.
Of those that have knowledge of their state’s Master Gardener program, only 6-percent knew that it is connected to the state’s Extension service.

The marketing group that conducted the study cited those two examples, but the message was clear that all Land-Grant universities and their associated Extension programs can benefit from greater recognition of its partnerships.

Always use the K-State Research and Extension logo when promoting your local program, services, and activities. Current versions of our logos, slogans and more are available online at www.ksre.ksu.edu/techweb (then select KSRE Image Gallery).

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

How to Efficiently Manage your E-Mail Inbox

2010-02-17T12:25:00.000-08:00

To help you keep up with all the e-mail you receive in a day, here are a few tips to help you more efficiently manage your e-mail inbox:
* For e-mails you receive regularly that only contain information (and are not items to act on), use a filter to move those messages out of your inbox.
* Make sure your SPAM filter is turned on and up to date.
* Once you are done with an e-mail, move it out of your inbox or just delete it if you don´t need it. Don't worry about filing it properly; you can always use the search feature to find it later.
* Take time each day to look through your inbox, and act on e-mail that you can take care of quickly.
* For e-mails you send often, save a copy and reuse it as often as you can.
* Avoid sending e-mail to more recipients than are absolutely necessary. That will help keep their inboxes clean.
If you have any questions, or would like to learn more about how you can use e-mail more efficiently, call IET at 785-532-6270 or e-mail us at support@ksre.ksu.edu. Not only can we assist with computer problems, but we can help you use technology more effectively in your everyday routine.

--Russ Feldhausen russfeld@ksu.edu

Postal Rates and Reproducing Course Materials

2010-02-03T11:36:00.000-08:00

Postal rates - and subsequently the cost of mailing newsletters and other printed materials -- are increasing. But the U.S. Postal Service recently announced new guidelines for automating delivery of compatible bulk mail.

What it means for K-State Research and Extension is an opportunity to reduce mailing costs. Check with your local postmaster to learn what you can do when producing your printed materials to get the best mailing rate.

Here's another opportunity that some faculty on K-State's Manhattan campus already are taking advantage of. K-State Research and Extension's duplicating center is printing course materials that can then be sold through the distribution center directly to students.

If you've got an idea for taking advantage of this service, contact Greg LeValley at 785-532-1158 or glevalle@ksu.edu ; or Gina Nixon at 785-532-5804, or gnixon@ksu.edu .

--Greg LeValley

A Strategy for Your Website

2010-01-20T11:59:00.001-08:00

A recent national study continues to show that American adults (ages 18 and older) use the Internet for information, and more than half of them are using wireless connections to do so.

The Pew Research Center reports that 74% of American adults use the Internet. Their research included interviews with 2,258 Americans (including Spanish-speaking Americans). The margin of error for this study was 2 percent.

Fifty-five percent of American adults connect wirelessly through laptops or handheld devices. And, 60% are using broadband connections at home.

Those findings underscore the ongoing need to keep Websites updated, and to maintain content that is brief and well-written.

If you don't already have a Web strategy for your office, consider drafting at least simple guidelines, including:
* Who determines and approves updates?* Who posts the updates, and how often?* How do you monitor and use new information from KSRE?* How do you determine when to link to external information?* What are the key messages your office communicates, and does the Web page reflect those?

See more communications tips at http://www.communications.ksu.edu/DesktopDefault.aspx?tabid=899 .

--Pat Melgares melgares@ksu.edu

Tips for Changing Your Password

2010-01-12T13:53:00.001-08:00

The start of a new year means it is time to change your eID password. You must change your eID password by February 10.

To be valid, your new password must meet certain criteria, available at https://eid.k-state.edu/eProfile/jsp/faq/password.jsp#required . Among the requirements, your password must
be 7 - 30 characters long;
contain 3 of 4 of the following: uppercase letters, lowercase letters, numbers, or special characters or symbols;
have at least 5 different characters;
not be based on any name, eID or known word.
A password can be a multi-word phrase; you can separate parts of the password with spaces.

To change your eID password, simply log on to the eID Web site, http://eid.k-state.edu , and enter your current eID and password. Then, click the "Change your eID password or password-reset options" link and set your new password.

Some additional tips:
After clicking the "Change password" button, make sure you see a message in green text stating your password was accepted.
Set a verification e-mail address and a secret question and answer.
Never write down your password or share it with anyone, for any reason.
If you have questions about this process, contact IET technical support at 785-532-6270, or support@ksre.ksu.edu . If you forget your eID password, or have problems changing your eID password, you can also call the K-State IT Helpdesk at 785-532-7722 or e-mail helpdesk@k-state.edu .

--Russ Feldhausen russfeld@ksu.edu

Color Printing Increases the Value of Your Message

2010-01-12T13:47:00.000-08:00

Reaching your target audiences means you must provide products that will appeal to them. In print, it is clear that color printing makes a difference. Various research conducted with consumers indicates that color: increases retention by 78 percent, increases comprehension by 73 percent, increases brand comprehension by 80 percent, reduces search time by 80 percent.
K-State Research and Extension employees have an excellent opportunity to take advantage of color printing at affordable prices. The Department of Communications now offers full-color services at a cost of 40-cents or less per page (depending on quantity). Professional graphic design also is available at a fraction of what you would pay. Think creatively: Color can spice up your pre-prints, and print-on-demand projects. For more information, contact Greg LeValley at 785-532-1158 or glevalle@ksu.edu .

--Greg LeValley glevalle@ksu.edu

Thinking About Your Call to Action

2009-12-09T13:04:00.000-08:00

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

Social Media and You

2009-12-03T08:52:00.000-08:00

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

Make PDFs Easy to Find

2009-11-18T06:36:00.000-08:00

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

Newsletters Appeal to Current Users

2009-11-10T08:50:00.001-08:00

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

Branding KSRE

2009-10-27T07:16:00.000-07:00

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

KSRE Garden Publications

2009-10-27T07:11:00.000-07:00

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

Social Media and KSRE

2009-10-27T07:09:00.000-07:00

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

Importance of Multi-Channel Communications

2009-09-30T08:20:00.000-07:00

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 M ulti-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)

K-State Research and Extension Business and Economics

2009-08-12T07:39:00.000-07:00

K-State Research and Extension Business and Economics

Forming Plurals

2009-05-05T19:24:00.001-07:00

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

Saving Money on Print Newsletters

2009-05-01T12:18:00.001-07:00

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

Communicating in Tough Times

2009-05-01T12:17:00.000-07:00

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

Is it "fewer" or "less"?

2009-03-31T07:36:00.000-07:00

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.

Email Etiquette

2009-03-23T22:00:00.000-07:00

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

Writing for the Web

2009-03-19T11:52:00.000-07:00

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

HIDE AND SEEK -- THE GRAMMAR EDITION, PART 2

2009-03-16T09:06:00.000-07:00

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 1

2009-03-16T09:00:00.000-07:00

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

Elevator Speech

2009-02-16T07:05:00.000-08:00

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

Make the Most of Your 5 Minutes

2009-02-09T21:00:00.000-08:00

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:

2009-02-02T21:00:00.000-08:00

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:

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

Trade Show Tips

2009-01-26T21:00:00.000-08:00

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!

Getting Motivated

2009-01-12T21:11:00.000-08:00

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.

Print Smart to Save Costs

2008-12-22T17:30:00.000-08:00

Printed publications and newsletter are great assets to our organization. Our 2006 telephone survey showed that 79 percent of those surveyed thought newsletters were a very effective or effective way to distribution information. Seventy percent said brochures and reports were very effective or effective.

Also, if you are considering going all-electronic with your communication, consider this: of those surveyed in our survey, 20 percent have never used the computer and 24 percent have never used the Internet. The Web can’t do it all; there is a critical need for printed materials.

So, how can you print smarter and more economically? Here are few suggestions:

First and foremost, use the duplicating center in our Department of Communications. As compared to printing a newsletter in your own office, duplicating can usually print your newsletter faster, for less money, and with higher quality results. They also have designers on-board to make sure the final product looks great. Contact Greg LeValley at 532-5816 to see how Duplicating can help you print smarter.
Condense your newsletter. Look over your design and content and see if your 8-page newsletter can fit on 6 pages. Can you conserve space without losing readability?
Print in black-and-white. Or, if you want or need to print in 2-color, pre-print the color template in bulk to save. Then, you’ll just need to print the black ink portions when it comes time to produce your newsletter.
Plan ahead to avoid “rush job” fees and to keep your printer happy!
Check your paper cost. Is there a cheaper paper available, without sacrificing quality?
Think strategically. Consider the objective and target audience for the printed piece and determine what is the best way to produce the item. Postcards work great for event announcements; newsletters can provide more detailed information.
Take advantage of your publication allocation. You can use this budget feature to pay for printing, as well as stocking your office with the necessarily publications.

For more ideas, check out 10 Ways to Stretch your Printing Budget

Cut Costs While Maintaining Marketing

2008-12-15T20:00:00.000-08:00

Budgets are being cut -- that's a fact, no matter whether you are in public sector or private industry. In such times, you need to be thinking about marketing more – not less – so that stakeholders and others still see you as relevant.

Need a statistic to share with your funding source? In our 2006 statewide telephone survey, 80 percent of those surveyed strongly approved or approved of spending public funds to support K-State Research and Extension. So, let’s get the word out about our great programs and services.

I recently asked the Marketing special interest group in ACE (Association for Communications Excellence) for ideas and suggestions on how to continue marketing when the budgets dry up. Here is a compilation of their responses:

Don’t underestimate the power of the newspaper. Even if it’s as simple as an event announcement with your organization’s name and a personal contact, publishing in the local newspaper can have a big impact. Mark Crossler from Oregon State pointed out that newspapers are getting hit, too, and might not have the funds to subscribe to the AP and other wire services. This means it’s a great opportunity for our news releases and columns to be placed in the local papers. And, as Nancy Peterson from K-State Research and Extension pointed out, news releases often end up on web sites, radio, and television, in addition to newspapers.
Radio is still king with many audiences. For example, Sharolyn Flaming-Jackson from K-State Research and Extension said the radio PSAs to promote free radon kits in northeast Kansas were so effective, the agents involved had to pull the PSAs early, as they had given away all their kits. Our audience research shows that radio is most effective in metro areas, where people have longer commutes and spend more time in their vehicles.
Use email. Email is a great way to distribute electronic newsletters, reminders and announcements. You want your audience to read your messages, so don’t inundate their mailbox with fluff. Send only valid, useful materials and test them for spam-guards before distributing. Also, make sure you’re email distribution list is maintained and keep in mind that not all your audiences are receptive to email. Some will still need a printed and mailed newsletter.
Use your branding and style guides. We provide such a fabulous service to Kansans; it’s a disservice to ourselves to not take the credit for it. The best way to do that is to identify yourself and affiliate with K-State Research and Extension, so when budget cuts come, your legislators and county commissioners know who helped them and their neighbors. Plus, we want them to recognize our brand as representing quality information, great service, and friendly people. Our Communication and Style guide is undergoing an update currently, but the most current version is available online at: http://www.communications.ksu.edu/DesktopDefault.aspx?tabid=660
Review your mailing list. Cull any outdated addresses to save big on postage.
Print smart. One state has put a ban on all full-color printing. Another is taking advantage of bulk discounts, with multiple counties pooling their resources for a larger print run. What can you do in Kansas to print economically? Next week, we’ll give some additional pointers on how to make the most of your printing budget.

Thank you to Larry Jackson, Mark Crossler, Sharolyn Flaming-Jackson, Deborah Morehead, Jennifer O’Leary, and Nancy Peterson for contributing to this article.

Strategy First, Creativity Second

2008-12-10T07:20:00.000-08:00

When we sit down to begin planning a marketing project, no matter the size, the creative ideas start coming in droves. The hard part is knowing when to rein in the creativity and refocus on strategy.

A creative idea may be a good one, but it may not be a good one for your objective. One historical example of this is the Taco Bell chihuahua. Many people still say "Yo Quiero, Taco Bell" whenever they think of the fast food chain, but being affiliated with a pint-sized dog is not necessarily the best image for a restaurant of any kind.

It created awareness, yes, but it didn't result in the increase in sales the company was looking for, and thus ended that marketing campaign.

So how does that apply to your job? When you thinking of ways to reach new audiences, follow these steps:
-Always keep your objective(s) in focus.
-Think like your target audience. Place the information where they will find it in a way they will absorb it.
-Make certain you are not offending anyone.
-Keep the creativity, but set limits. It's okay to push the limits, but not to exceed them.

To quote this marketing resource:

Because marketing decisions have both internal and external impact, marketers are wise to make their decisions only after engaging in a careful, disciplined planning process. Marketers who make hasty, off-the-cuff decisions without regard to the implications are taking risks that may lead to problems. Instead, marketing decisions should be made with consideration of how these affect others and the resources (e.g., funds) required to carry out the plan.

Print or Electronic Newsletters

2008-11-05T08:02:00.000-08:00

In a telephone survey conducted for K-State Research and Extension in mid-2007, 4 in 5 Kansans interviewed said they consider newsletters to be "somewhat effective" or "very effective" ways for them to receive information from our organization.

While print is a common format for newsletters - and presumably still effective for K-State Research and Extension - a shift to electronic newsletters is occurring in many organizations. Cost savings is a common reason for going to an electronic version only.

Either format can be effective, but may be determined by your particular target audience or demographic. For example, if your community is low on the technology learning curve or technology infrastructure, it's easy to know that a printed version would work best.
Some other tips for either version:

* Write short articles. People want to get the message and get on to other items. And, write in short sentences because it's much easier to read on paper and screen.

* Use pictures. It's still true: A picture is worth a thousand words!

* Keep your information updated. Related, plan ahead 2-3 months; there's nothing more frustrating than finding out an event is happening in a few days when you've already got something scheduled.

* Adhere to deadlines. Plan to release the newsletter on a regular schedule so that people know when it's coming. Over time, they'll expect it.

* Maintain the same format in every issue. You are "branding" your look and feel with the format. People recognize this and will associate your newsletter with you.

* And, use the correct logos for K-State Research and Extension and your office. Create awareness by building familiarity with your readers.

Learn more about K-State Research and Extension's marketing strategies by visiting our marketing blog, http://ksremarketingminute.blogspot.com/ . --Pat Melgares melgares@ksu.edu

Brochure Stand and We Know Cards

2008-10-27T08:23:00.000-07:00

Thank you to everyone who stopped by our booth at Annual Conference. It was great visiting with you and hearing your ideas. Quite a few people asked about the brochure stand that we use. In the six months we've had it, the stand has proved itself convenient and sturdy. If you are interested in getting your own, we purchased it from this Web site: http://www.displays2go.com/product.asp?ID=7342

One of our goals at Annual Conference this year was to gather more ideas for the We Know campaign. Specifically, we plan to produce more We Know cards, similar to the ones created for the State Fair. We want to insure that we produce cards that are useful and applicable for you and your clientele, so please let us know what topics you think we should cover. We will gather input from you and, coupled with the research findings we have, create additional cards by February 2009. Here is a complete list of the existing cards (available also at http://www.oznet.ksu.edu/library/We_Know.htm):
Energy Conservation
Fall Lawn Care and Gardening
Farmers' Markets
Kids
Money Management
Food Safety
Tips to Trim Food Costs
Families
Health and Nutrition
Health and Wellness
Kansas Communities
Severe Weather Preparedness
Crops and Livestock
Country Living
Water Quality and Conservation (Urban)
Water Quality (Rural)
4-H Youth Development, and
Kansas Farm Management Association.
Please send any suggestions to us via the "comments" section or by emailing us at lsleicht@ksu.edu or melgares@ksu.edu.

Thank you for your time!
Linda Sleichter

Results of State Fair Survey

2008-10-17T10:49:00.000-07:00

At this year's Kansas State Fair, our marketing team asked visitors to K-State Research and Extension's booth to fill out an online survey to give us their opinions of the organization's programs and services.

Because this was a convenience sample (and not randomly-selected), it's not possible to generalize the results. But respondents' answers were strikingly similar to results we got from a Summer, 2007 telephone survey of Kansas residents; and to responses from Kansans in a Fall, 2007 focus group project.

Here's some of the highlights:

* 86.9 percent of the respondents said they were very likely to use the Internet to learn more about a topic that interests them. Local newspapers (52.6 percent) and brochures/reports (47.4 percent) were also rated high as very likely to use.

* More than 80 percent of those said they were somewhat or very interested in community development issues; health and nutrition; home and family; environment; lawn and garden; and youth development.

More than 61 percent of the respondents were between the ages of 25-44, an audience currently being targeted in K-State Research and Extension's five-year marketing plan. More than 73 percent of those responding rated K-State Research and Extension's booth as good or great, and less than 3 percent said it was below average or poor.

Share your thoughts about this or other marketing strategies for K-State Research and Extension at our blog, www.ksremarketingminute.blogspot.com . --Pat Melgares melgares@ksu.edu

Logo Usage, Outside Vendors

2008-10-06T09:03:00.000-07:00

We've received a few questions lately about using local vendors for K- StateResearch and Extension paraphernalia. We certainly don't mind going to localbusinesses and asking them to put the K-State Research and Extension logo on shirts, cups, and other items. In fact, it supportsTHE local economy and that is a good thing. But, here are some things tokeep mind when going to a local vendor.

1-Check prices of items in K-State Research and Extension's inventory. Weare able to buy items in bulk and usually provide them at a lower cost thanavailable at the local level. Plus, you can buy them with your publicationsallocations funds, which makes it convenient for your office.

2-We do not keep apparel items in our marketing inventory, due to variationsin sizes and logo needs. If you don't have a local vendor from which topurchase K-State Research and Extension apparel, we tend to go to retailersin Manhattan for our apparel, as they already have our artwork on file andgive us good deals. We do not have a contract that requires us to use anyparticular company, however, so feel free to shop around.

3-If you are using a local vendor, make sure they are aware of recent policychanges and enforcement from K-State's Division of Licensing(http://www.k-state.edu/logos/). Since our logo includes the powercat, wemust be sure to follow all guidelines regarding the powercat usage. Vendorswho do not follow the policy could risk forfeiture of their inventory. Thepolicy states, "The program requires producers of products displaying theUniversity's name and/or marks to be licensed through CLC or the University.The licensing royalty is 10 percent of the wholesale value of the product(s)being produced. All artwork must be approved by K-State's main licensingoffice. The artwork approval forms are located on the Web site athttp://www.k-state.edu/logos."

4- What about our powerpoints, Web pages, brochures, etc? If you are amember of K-State Research and Extension's faculty or staff, you aregenerally allowed to use Kansas State University's name and marks forprofessional presentations. If you are not affiliated with Kansas StateUniversity as a current faculty or staff member, you must request permissionbefore using logos or items owned by the University.

5- When it comes to using the logo, it might be lot easier to ask permissionthan forgiveness. For questions about logo usage or to get permission to useit, contact K-State's Division of Intellectual Property(http://www.k-state.edu/academicpersonnel/intprop/). For other marketingquestions, contact the K-State Research and Extension marketing unit or go to our blog athttp://ksremarketingminute.blogspot.com/.

Metro residents’ preferred sources for information

2008-07-21T11:17:00.002-07:00

In Fall, 2007, K-State Research and Extension’s communications staff interviewed approximately 250 residents in five metro Kansas counties to learn more about how they prefer to get information, among other marketing questions.

The focus groups – held in Sedgwick, Shawnee, Douglas, Wyandotte and Johnson counties – indicated three sources of information important to metro residents:
1) Web sites;
2) Friends and family;
3) Local businesses, professionals, or community resources.

The results are similar to those found in a summer, 2007 telephone survey conducted for K-State Research and Extension in which metro residents said they prefer the Internet, radio, direct phone access with experts, and displays in public places for receiving information.

Taken together, the responses indicate the importance of face-to-face contact; trust in someone you know; and placing information in areas where metro residents live, work and play.

For more information or specific questions, post a comment or contact Pat Melgares, 785-532-1160, melgares@ksu.edu

Research findings: interests and involvement

2008-07-14T07:26:00.000-07:00

In a telephone survey conducted for K-State Research and Extension in Summer 2007, 70-percent of Kansans said they were “very interested” in health and nutrition issues; and 68 percent said they were “very interested” in environmental preservation issues. About 80 percent said they were “very” or “somewhat” interested in not only those two topics, but also community development; home and family; lawn and gardening; and youth development.

The same survey showed that the highest number of Kansans are “very” or “somewhat” involved in health and nutrition (81 percent) and home and family (78 percent) activities. In order, the same group said they were also involved the following:
- lawn and gardening (69 percent);
- youth development (56 percent);
- environmental preservation (55 percent);
- community development (54 percent);
- agriculture (35 percent); and
- 4-H (21 percent).

The results indicate strong opportunities for K-State Research and Extension to reach Kansans who have interest in areas beyond their direct involvement. One approach may be to make sure that participants in a program also receive information about all of the programs offered at the local office.

For more information, contact Pat Melgares, 785-532-1160, melgares@ksu.edu

Metro Residents Areas of Interest, Means of Communication

2008-07-07T11:57:00.000-07:00

In a statewide telephone survey conducted in summer, 2007 for K-State Research and Extension, we wanted to find out what type of information metro audiences were wanting. Of those who indicated they lived in "urban" or "suburban" areas, two-thirds or more said they were "very interested" in the following types of information:
-Environmental Preservation
-Health and Nutrition
-Home and Family
-Youth Development

How does that compare to all current users?

Metro residents are less interested in community development, and lawn and garden; and more interested in home and family issues. There seems to be similar interest among both groups in the areas of environmental preservation, farming/ranching/agribusiness, health and nutrition, and youth development.

We also wanted to know how metro residents wanted to receive information. According to this research, more than three-fourths of metro residents indicated the following communication methods were "effective" or "very effective":
-Internet
-Radio
-Direct phone access with specialists
-Displays in public places

Further focus groups confirmed this, finding metro audiences´ three top sources of information are the following:
-Internet/Web sites
-Radio
-Local businesses/ professionals/ community resources (including public library)

This differs from our current users, in that current users say they prefer newspapers, television, brochures/reports, presentations/seminars, telephone, public places, and newsletters.

These results - and how they differ from our current users - are something to keep in mind as you are developing programs and materials to attract new clients in metro areas.

Web 2.0

2008-07-01T18:56:00.001-07:00

Web 2.0

We asked Neal Wollenberg, information and education technology specialist, how he defined Web 2.0, and here is his response:

Oooooh baby, baby it’s a wild world wide web... 2.0.

Okay, maybe Cat Stevens wasn't thinking about Web 2.0 when he wrote the lyrics to Wild World, but in the IET unit we certainly are! Web 2.0 is one of the many techno buzzwords being used today by, well, just about everyone. In May, 2007, I attended a conference in San Francisco aptly titled “Web 2.0 Expo.”

During this expo, many of the participants were given t-shirts that had a printed graphic on the front that said, “Web 2.0 is ______________.” Out of the thousands attending the conference who proudly wore their Web 2.0 t-shirts, I saw two people who had actually filled in the blank.

I thought about this for the entire week of the conference, continually asking myself the question, “Why is everyone, myself included, purposely leaving their shirts blank?”

I came to two conclusions:
* The first was that no one really knows what Web 2.0 is;
* The second was that Web 2.0 is literally “everything” and therefore it is incredibly hard to define with one word.

So at this point in my rambling, you may be asking yourself, “What is Web 2.0 and how does it benefit me as an Extension Agent?” It's a great question and one that I'll try to briefly answer.

First of all, Web 2.0 as we know it is an evolving phenomenon. It truly is hard to define with one word, but it can be narrowed down to the following.

Web 2.0 is a trend in web design and development that provides
1) a second generation of web-based communities (blogs, wikis);
2) web services (RSS, Web Search and Atom feeds); and
3) applications (Content Management Systems, Workflow Management)

…that aim to facilitate creativity, collaboration and sharing between users. (I modified this definition from http://www.cpseo.com/glossary.html)

Personally, I think this is a pretty decent definition. The key word, though, is “users.” The World Wide Web was originally a network of static pages updated by a few people that pushed information at its users with relatively little interactivity. Web 2.0 technologies are
just the opposite, in that different applications, services and communities push to and pull from the user and allow the user to define what s/he wants to interact with.

A second question for Extension professional is, “How does it benefit me.” With Web 2.0 new technologies are emerging every day that take advantage of this interactivity. I'll limit this to one example, but hopefully it will be easy to see this concept applied to other areas in your field of work.

Consider that you may receive an e-mail with a question regarding average daily grain consumption on a Kansas dairy farm. To answer that question, you would need to gather information from as many dairy farmers in Kansas as possible. It may very well be a tedious task, or the information you gather may be a year or two or ten old.

However, what if there were a section of the K-State Research and Extension web site where dairy farmers could go in on a daily basis and record how much grain was being used on their farm, and that information was then immediately and automatically updated on the web site and broken down into any different number of combinations? The information you are needing to reply to the e-mail would be at your finger tips.

Take this a step further and add in an RSS feed that pushes the information out those who have requested it through the Web site. Then you have information that people need, generated and input by many people (rather than tediously gathered by a few) then automatically sent out to the people who need it. Web 2.0 gives us the capability to do this.

So, when we re-ask the question, “What is Web 2.0?” we realize that when we fill in that blank on the t-shirt we can use the word “Us.”

MARKETING: THE BEST OF US

2008-06-06T11:01:00.000-07:00

Sometimes it's nice to stop and smell the roses, so this week we want to focus on the great marketing going on across K-State Research and Extension. Below are just a few of our favorites:

-Sedgwick County 4-H is an excellent example of the impact of consistency, with their consistent look-and- feel on banners, handouts, and other materials.

-Shawnee County sends out picture-postcards with quick tidbits about what they've been doing, and their Impact Annual Report is short and makes good points. This is just the tip of the iceberg on their marketing efforts.

-Cowley County's Website continues to provide excellent content in an attractive layout.

-Deb Sellers's work on "Sage Wisdom" materials continue to leads the industry, with a comprehensive Website, and additional audience-targeted materials in 2008. It's not so much the tactics she implements, but more the strategy she puts behind them.

-Jana Beckman's field days, press releases, special winter meetings, and quarterly reports are great examples of a small shop partnering with many others (on and off- campus groups) to get projects done and communicate impact information.

-Stacie Minson does an excellent job keeping residents in mind. She develops targeted fact sheets, advertisements, comprehensive Website, great signage, and much more in her watershed efforts.

-The newsletter design templates that are being produced through Distribution in the Dept of Communications have provided great quality, consistent looks to many county and district newsletters.

-The Event-in-a-Box project, spear-headed by Nancy Peterson, has helped with many events throughout the state. Possibly the top outcome of that particular project is the real estate style signs that are now staked across the state.

-Johnson County's horticulture program continues to be a leading source of horticulture information in Johnson County and beyond. Especially noteworthy is their stable presence in the KC Star.

And let's not forget Bourbon County's brochure, Meadowlark District's introductory display, and Labette County's Web sites.

We Know there are more great marketing examples in our state. Please, tell us about them. Click "coment" below and brag about yourself or your peers.

Marketing: The Best of our Peers

2008-06-06T09:54:00.000-07:00

This week, I will be attending an Association for Communications Excellence conference, where I have the chance to talk with my peers at other land-grant institution. With that in mind, let me share with you some of the great things going on across the system, nationwide:

-eXtension. Can we really talk about marketing Extension without listing eXtension? If you haven’t already, visit the site (www.extension.org.) See what all the fuss is about.

-UNL’s Lancaster County (Lancaster.unl.edu/4h). Their Egg Cam drives users to their site from around the world, especially during hatching time. And while the Web visitors are there, they can learn more about the 4-H program in Nebraska.

-Extension en Espanol (http://extensionenespanol.net/). This site is not only a great resource for existing Spanish materials, it also serves as a quality-control checkpoint for Spanish Extension materials nationwide.

Let us know what else you've seen. Add your own "best of" list by clicking "comments" below, or contact me at lsleicht@ksu.edu.

Great marketing find: brochure holder

2008-06-06T09:45:00.000-07:00

If you are looking for a portable brochure holder, consider this one:

http://www.displays2go.com/product.asp?ID=7342

It rolls up into a 3-inch by 24-inch cylindrical bag, and is easy to carry. It has a steel base and is stable once it is set up. It has eight pockets that will hold 9-inch by 12-inch documents.

We bought three of these for use at the State Fair, 3i show and other similar events. They cost less than $40 from the vendor listed above, and seem to be good quality. They are a little challenging to set up, so you do want two people to help with that. Otherwise, we're excited about this find.

If you would like to see a sample before you purchase it, we have them standing in our offices in Umberger Hall. Just contact Pat Melgares (melgares@ksu.edu) or Linda Sleichter (lsleicht@ksu.edu) to schedule a time to check it out.

COMMUNICATING DURING CRISIS

2008-05-13T07:12:00.000-07:00

Every organization or business is susceptible to a crisis. In addition to its numerous workings with the public, K-State Research and Extension has facilities, personnel, livestock and other resources statewide that carry the risk of something going wrong.

Thinking ahead of crisis is crucial for managing a crisis. While detailed plans are the best way to make sure everyone in your office or unit know what they should do in a crisis, here're some guidelines for forming a crisis response:

* When a crisis occurs, gather the following information:

What happened?
Who does this affect?
Is danger still present?
Who is responding to the incident (local authorities, other?)
Are there injuries or fatalities?

* Contact your immediate supervisor immediately. He or she will need the above information, and should also know what additional steps should be taken.

* Communicate immediately. If you don't know all the facts of a situation, let people know what has happened and what you are doing - even if to say that you don't have all the facts but are working to get complete information. You will immediately be recognized as an organization that is being open and accessible.

Crisis communications guidance, templates and consultation is available through the K-State Research and Extension Department of Communications. For more information, contact Pat Melgares, 785-532-1160, or melgares@ksu.edu . --Pat Melgares

Make Your Web Site Google-icious

2008-04-29T08:27:00.001-07:00

For many Web users, Google or Yahoo are their first stops when searching the Web. And, when those search results appear, it is our goal that K-State Research and Extension sites top the list, and that our descriptions within those results are captivating enough to get users to click on our links.

So, a question we ask is how to make our sites more “Google-icious!” Here are a few tips:

-Title your site. Make sure your page has a descriptive, accurate title. It’s the first thing people will see from your site when they do a search. And keep it short. If you look at Google search results, Google only displays about the first 64 characters of a title.
-Always add descriptions to documents. When making PDFs with Acrobat, use Control D, and put a good title in the title field.
-Include alt text on navigations, graphics. Without alt text, search engines cannot “read” what your graphics represent. Adding the alt text lets a visual item be read as content.
-Create a network of links. By linking to other sites and encouraging them to link to your site, you can move up the ranking of search results.
-Add metadata. These are the descriptive words that explain what is in your site, and it also appears in the site description in a Google search.
- Register your site at Open Directory Project, a web directory of Internet resources, including Google: http://dmoz.org/add.html. Or use http://www.google.com/addurl.html

For more tips to make your site Google-friendly, check out these resources:
http://www.oznet.ksu.edu/library/Help_Google.htm
http://www.oznet.ksu.edu/library/Help_Google_Find_Ext.pdf
http://www.oznet.ksu.edu/library/Help_Google_Find_Kansas_U.pdf

If you need more information on search engines, please contact Amy Hartman at 785-532-6379, or email ahartman@ksu.edu.

Expanding on Branding -- Who do we want to be?

2008-04-21T07:04:00.000-07:00

In marketing, the term "branding" is used to reflect what an organization wants to be. Sometimes, however, branding is confused as being our logo or perhaps some other graphical representation of the organization.

An organization's brand is a promise -- a promise that whenever "customers" come to the organization, it will provide something of value.

K-State Research and Extension promises practical, research-based information that improves the quality of life of people in Kansas. That's the foundation of our organization's brand. From that, many "sub-brands" might represent our organization -- maybe good, maybe bad -- depending on how well we serve our customers.

For example, our customers may come to know us as having excellent customer service, friendly people, being easily accessible or something else. What we are known as depends largely on how well the entire organization consistently displays certain values.

Logos and other images become a symbol of an organization's promise. People who see our images and have a positive or negative impression often tell others about us -- a concept known as "buzz marketing" or creating "buzz."

Bottom line: When all members of an organization consistently deliver on the organization's brand promise, that's what people come to know you as.

See and share more marketing tips online at www.communications.ksu.edu/marketing.
-- Pat Melgares, melgares@ksu.edu, 785-532-1160

Newsletters Appeal to Current Users

2008-04-16T07:31:00.000-07:00

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 (currently the Assistant Director for Extension Field Operations), 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 newsletter design and printing services are available through K-State Research and Extension's Department of Communications, and can be paid with the county allocation. For more information, contact Greg LeValley at glevalle@ksu.edu . --Pat Melgares melgares@ksu.edu

Signage for Offices and Trade Shows

2008-04-01T08:38:00.000-07:00

First impressions are critical when it comes to reaching new customers, and often your signage is the first thing people see. People often form an impression based on your signage: expectations of quality, accessibility, what type of service is provided, and cost. This applies not only to your storefront, but also trade shows and exhibitions. When you consider how many potential customers walk past your booth at a fair or trade show, think about what they perceive from your booth´s contents. Does it look dated? Does it look thrown together? Or does it look modern, top-quality, and thorough? Does it tell them what you offer and how to reach you?

One quick way to update your trade show presence is by purchasing a new display. Roller-shade displays are gaining in popularity. They are compact, easy to set up, affordable to update, and look more `hip´ than the traditional trifold booth display. There are two K- StateResearch and Extension banner displays available through Steven Graham, and a few counties have also purchased them individually. We encourage those of you have purchased and/or used this type of display to comment about them on our blog at http://ksremarketingminute.blogspot.com/. Specifically, please post about the vendor you used, the cost, and benefits or negatives of this type of display.

And, if it´s your office or storefront that needs the update, consider applying for a signage mini-grant, now available from K- StateResearch and Extension´s Department of Communications. Details are available at http://www.communications.ksu.edu/marketing. If you have any questions about signage or any other marketing-related topic, please contact Pat Melgares or Linda Sleichter at 785-532-5804.-- Linda Sleichter, lsleicht@ksu.edu

Applications Now Being Taken for Signage Mini-Grants

2008-03-30T20:42:00.002-07:00

All K-State Research and Extension offices should have received information via mail regarding a mini-grant program to update outdoor signage.

A minimum of 10 grants, worth $200 each, will be awarded. Priority will be given to offices that currently have outdoor signage that pre-dates the 1996 merger, but all county, district and area offices are encouraged to apply. The primary intent is to help all local offices obtain updated outdoor signage.

The deadline to apply is May 1, 2008. Grants will be awarded by the Department of Communications no later than June 1.

Information on the program was mailed to county, district and area offices late last week. Information also is available online at www.communications.ksu.edu/marketing . Please direct additional questions to Pat Melgares at melgares@ksu.edu.

Keep your e-newsletter out of the junk mail folder

2008-03-12T12:38:00.000-07:00

Email is an essential communication tool, allowing for quick, cheap and easy distribution of information to many people with the click of a mouse. But, unfortunately, it has become tainted by unsavory junk mail. There are things you can do, as the sender of an e-newsletter, to encourage the recipient to open your email and to prevent that email from being dumped in a junk-mail folders.

Provide an easy way to subscribe or unsubscribe and an easy way to contact you. We want our clients to have a positive experience, whether they receive the information in person, by phone, online, or via email.
Watch your subject line. Some words, such as “don’t delete,” “hot,” and “FREE” will trigger spamblockers to junk an email.
Avoid all caps. It gives the impression that you are yelling.
Avoid HTML email whenever possible. Email systems are less likely to junk text-only emails.
Test the email. A spam checker, like http://www.ezinecheck.com/, will analyze your email and show you what could trigger the spam blocker on email systems. You can then make some minor adjustments and improve the delivery rate of your e-newsletter.
If you are sending to more than 20 addresses, the message is more likely to get blocked as spam. Instead of entering the addresses individually, consider creating a listserv or create a short distribution list. Our staff in IET (785-532-6270) can help you with this.

If you need more information, please contact Linda Sleichter at 785-532-5804, or email 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/.

Viral Marketing

2008-03-05T09:20:00.000-08:00

Its name may not sound appealing, but viral marketing is a great way to expand your client base. Also called “referral marketing,” this concept was originally defined by venture capitalist Steve Jurvetson, as “network-enhanced word of mouth.” Viral marketing runs on the idea that word-of-mouth is the best way to attract new customers. In our case, we would provide materials (an email, brochure, postcard, etc.) to current clients and/or volunteers, then ask the clients and volunteers to share those materials with people they know who are unfamiliar with K-State Research and Extension.

As part of the five-year marketing plan, we plan on implementing a viral marketing strategy in targeted areas. If you would like assistance with a viral marketing campaign of your own, or have questions related to this or any other marketing topic, please contact Linda Sleichter at 785-532-5804, or email 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/.

Internet Usage

2008-02-28T13:38:00.000-08:00

The common assumption is that Internet usage continues to increase, but does the research support that? The short answer is, yes. In 1996, 17 percent of those surveyed had been on the Internet in the past month. In 2000, that number increased dramatically to 56 percent. Our 2007 data shows 76.1 percent of those surveyed have been on the Internet in the past month. A majority (55.8 percent) of those who had been on the Web said they go there daily. Based on those results, the Web is an effective way to reach three-fourths of Kansans.

However, the flipside is that 23.6 percent of those surveyed had not been on the Internet in the past month. In addition, 20.5 percent had not been on a computer for any purpose in the past month. In order to reach all Kansans, there is a continued need for face-to-face contact and phone access to information, because not everyone is online.

If you need more information, please contact Pat Melgares at 785-532-5804, or e-mail melgares@ksu.edu .

--Linda Sleichter lsleicht@ksu.edu

Return of Marketing Minute

2008-02-26T12:35:00.000-08:00

We've had a lull in the publishing of our marketing minute segments, but we have not been sitting on our laurels. Since our last post (August 2007), we have conducted a series of focus groups in five urban Kansas counties and continued to analyze data from the statewide telephone survey. In the near future, we'll be rolling out a marketing campaign targeting young adults (24-44) and metro audiences. Starting today, we will post a weekly Marketing Minute in The Tuesday Letter and on our blog. But, enough about us. Let's talk about you.

What type of information would you like us to cover? What marketing-related questions do you have? Please let us know and we'll do our best to find the answers.

Please contact us by phone, via e-mail, or by posting comments below. Thanks!

Target Audiences of Metro Audiences and Young Adults

2007-08-22T11:07:00.000-07:00

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/ .

Demographics of our Users

2007-08-14T07:53:00.000-07:00

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.

Kansas demographics snapshot

2007-08-14T07:52:00.000-07:00

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/

Billboards

2007-08-13T08:19:00.002-07:00

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.

What is 'Branding'?

2007-08-13T08:19:00.001-07:00

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.

Using County Publication Allocation Funds for Marketing Items

2007-08-13T08:17:00.000-07:00

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

Making Meetings Meaningful

2007-08-13T08:16:00.000-07:00

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

On-line calendars, newsletters are popular with Kansans

2007-08-13T08:15:00.000-07:00

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

Podcasting

2007-08-13T08:14:00.000-07:00

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

Reach the Connected Generation

2007-08-13T07:53:00.000-07:00

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.

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

2007-08-13T07:52:00.000-07:00

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.

Spokesperson Tips

2007-08-13T07:50:00.000-07:00

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

Kansans Rate Emerging Web Technologies

2007-08-13T07:46:00.000-07:00

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