MOVING FORWARD

Cooperative Extension's Change Management and Marketing Initiative has reached a critical milestone. As a recent memo from Drs. Jon Ort and Ray McKinnie indicates, market research, coupled with internal dialogue, has helped clarify our identity, our strategic direction and our core message. Here, you'll find information about that message, the status of marketing recommendations and the action teams, and a summary of our goal and your role in transformation.

What is our core message for the future?

North Carolina Cooperative Extension is a statewide economic development network whose purpose is to disseminate and promote the practical use of agricultural and environmental science and research from North Carolina's two land-grant universities. These areas of expertise deeply impact the vitality and future of all aspects our state's food, fiber and forest economy -- from production to the people, communities and natural resources affected.

With trusted professionals based at the universities and in every North Carolina county, Extension collaborates with county leaders, related business and industry groups and government agencies to promote sustainable economic growth and wise use of natural resources that ultimately improve the state's quality of life.

Extension focuses on transferring unbiased, university knowledge in the areas of agriculture, food and nutrition, biotechnology, environmental science, natural resource use and more. It has unique expertise in reaching youth and families with this knowledge to help improve their quality of life.

Cooperative Extension was established by the U.S. Congress in 1914. North Carolina Cooperative Extension is funded by federal and state governments as well as by North Carolina's 100 counties and the Cherokee Reservation. It is jointly administered by N.C. State University's College of Agriculture and Life Sciences and N.C. A&T State University's School of Agriculture and Environmental Sciences.

[Note: For clarification on word choices, follow the links.]

What are the marketing recommendations?

Cooperative Extension's administration is working with Carolina PR/Marketing and the Core Team to set priorities based on these marketing recommendations:

• clarify and communicate our identity based on our market research and extensive internal dialogue

• create a marketing infrastructure to achieve on-going marketing goals (administration is currently evaluating staffing needs and options)

• consistently use the Extension brand across the organization (for example, on Web pages, annual reports, publications and signs)

• bundle programs and services around relevant issues and promote their impacts

• strengthen relationships with customers, key partners and supporters

What are the action teams doing?

In November, employee action teams will make recommendations to administration regarding changes within Extension. This means changes in how we

• measure our performance and impacts

• plan and prioritize our resources

• assign, train and motivate employees

• design and evaluate programs

• communicate and market Extension - inside and outside

After reviewing action team recommendations, Extension Administration will provide more details about the changes to be implemented first.

What is our goal?

Our goal is to build a network of relevant programs around Extension's core expertise on a large enough scale (size and focus) to achieve significant impact and wide recognition and support as an essential partner in North Carolina's progress.

What does the goal really mean?

A strong network
Cooperative Extension has a network of 101 locations tied to university campuses; however, Extension has not capitalized on the scale of that network because it has emphasized the autonomy of local centers and departments.

To create a more effective organization and better market who we are and what we accomplish, we must create a more focused and consistent brand across the state while allowing reasonable flexibility at the local level. For this to work, Extension must also provide a stronger network infrastructure (information technology, knowledge and expertise, marketing support, salary equity, management accountability) to support the local level.

Relevant programs
Relevant programs are programs within the scope of Extension's core expertise that have high impact on strategic issues facing the state. The biggest challenge is to create brand consistency for Extension throughout the state while customizing program design and delivery as necessary in diverse locations. Economic, geographic and demographic characteristics within each district must be thoroughly understood and considered as
Extension builds its “core offering” menu.

Core expertise
Extension's core expertise is transferring scientific knowledge and research in the areas of agriculture, food and nutrition, biotechnology, environmental science, natural resource use and more. These are the areas of expertise in which Extension holds a position as a primary resource. It applies its behavior and social science knowledge to reach youth and families, with its core expertise to help improve their quality of life.

Scale
To achieve scale there must be enough consistency for the public to see that this core expertise is being delivered at all locations, even though it is customized to accommodate economic, geographic and demographic differences. When focus and consistency exist, Extension's cumulative impact will become clearer.

Significant impact
Impact in this context means global outcomes of Extension's work. For each program and service within Extension there are measures that determine the impact. But what the public and funders want to know is whether or not all of these actions add up to make a difference for North Carolina. The aggregate impact from all Extension efforts must be more clearly visible and convincingly articulated.

Wide recognition and support
When funders are forced to make hard decisions about budgets, they prioritize spending based on the value that they and the public perceive the organization has. Effective political advocacy by supporters can forestall dramatic cutbacks temporarily. But for long-term funding stability, ultimately the organization must prove that Extension contributes to the county and state’s economic prosperity and quality of life.

What will be expected of Extension employees?

All Extension employees will play a direct role in achieving our marketing and change management objectives. Administration will have the responsibility for setting our direction and prioritizing, communicating expectations, holding employees accountable and advocating for support inside and outside the organization. Others will be responsible for supporting and carrying out change through their programs and activities. It will be critical for all of us to begin working in a more integrated way, collaborating across disciplines and across departmental, county and other boundaries. More information about specific roles and expectations will come in November as our action teams deliver their recommendations.

Why were certain words and phrases used in the core message?

statewide most economic development organizations are local or regional and are focused on business recruitment. Extension's focus is on enabling entrepreneurship and allowing for the growth of existing business.

economic development Extension is essentially a public service for economic development. It was established to provide unbiased university information to give people the tools to enhance economic prosperity and soundly use natural resources within existing industries or economic sectors.

promote Extension not only provides access to information, it must promote its use through demonstration projects, tours and other effective means.

environmental Environmental research covers the sustainable use, management and preservation of natural resources. Information on water quality, soil science, land-use planning, pest control, and similar areas is the primary focus.

biotechnology The term agriculture within Extension carries some historical baggage so this is added beside it to help make the connection between the two.

government agencies This phrase is meant to establish that many of Extension's services are delivered to local government officials to solve problems that can create economic development disincentives.

expertise in reaching youth and families This acknowledges how Extension applies its behavior and social science expertise to better achieve the transfer of knowledge in core expertise areas.