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