Communicating with Spanish-Speaking Clients

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

Communicating with Spanish-Speaking Clients

Census 2010 and Marketing K-State Research and Extension

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

Census 2010 and Marketing K-State Research and Extension

Facebook as a Marketing Tool

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

Facebook as a Marketing Tool

Using Google To Find What You Need

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

Using Google To Find What You Need

Check Your Web Links Regularly

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

Check Your Web Links Regularly

When a Reporter Calls

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

When a Reporter Calls

Capitalize on Co-Branding

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

Capitalize on Co-Branding

How to Efficiently Manage your E-Mail Inbox

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

How to Efficiently Manage your E-Mail Inbox

Postal Rates and Reproducing Course Materials

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

Postal Rates and Reproducing Course Materials

A Strategy for Your Website

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

A Strategy for Your Website

Tips for Changing Your Password

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

Tips for Changing Your Password

Color Printing Increases the Value of Your Message

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

Color Printing Increases the Value of Your Message

Thinking About Your Call to Action

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

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

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

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

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

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

--Elaine Edwards elainee@ksu.edu

Thinking About Your Call to Action

Social Media and You

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

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

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

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

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

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

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

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

-- Pat Melgares melgares@ksu.edu

Social Media and You

Make PDFs Easy to Find

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

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

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

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

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

--Amy Hartman ahartman@ksu.edu

Make PDFs Easy to Find

Newsletters Appeal to Current Users

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

-- Pat Melgares melgares@ksu.edu

Newsletters Appeal to Current Users

Branding KSRE

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

-- Pat Melgares melgares@ksu.edu

Branding KSRE

KSRE Garden Publications

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

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

KSRE Garden Publications

Social Media and KSRE

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

Social Media and KSRE

Importance of Multi-Channel Communications

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

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

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

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

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

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

For more on multi-channel communication, go to:

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

Importance of Multi-Channel Communications