Extension’s Brand Value Proposition

Extension is a resource people can trust.

When you use Extension, you can be confident that experts have reviewed and developed programs to ensure that you get the best information for your needs.

Through Extension, you have access to programs developed by a network of universities throughout the country.

Extension employees and volunteers work hard at improving the quality of life for their communities.

Extension’s Brand Personality

Extension is a trusted friend whom clients can turn to for support when they need reliable information and advice.

Extension is friendly, caring, trusted, committed, approachable, down-to-earth, practical, informed, and knowledgeable.

Relaxed and friendly but also knowledgeable and informative. Use everyday language that everyone will understand.

Extension’s Brand Promise

Extension provides practical education you can trust,

To help people, businesses, and communities

Solve problems, develop skills, and build a better future.

Campaign Theme

EXTENDING KNOWLEDGE

CHANGING LIVES

Your Elevator Pitch

1. Introduce yourself. Say, “My name is [your name!], and I work for [your Extension brand].”

2. Deliver your message. Say the Brand Promise.

3. Payoff with your slogan.* And say it with gusto!

If you don’t have a slogan, use the campaign theme: extending knowledge, changing lives!

Your Brand Story

1. The name

I work for [the name of your Extension Service, NOT just the university!].

2. The message

“Extension provides practical education you can trust,to help people, businesses, and communities solve problems, develop skills, and build a better future.”

3. Your role

In my role, I work with [your audience] to help them [their goal].

4. The experience

Is there a problem you need to solve? OR Is there something you wish you knew more about? OR Would you like to get involved as a volunteer?

Tools and templates overview

Print Materials Brochure template Bookmark template Pushcard template County accountability report

template County leadership

pushcard template County leadership one-

pager template Presentations and Events PowerPoint presentation

templates

Banner-stand exhibit/

display template, clients and potential clients

Banner-stand exhibit/display template, county leadership

Advertising Magazine Ads 8” x11” Magazine Ads 10” x 12” Newspaper Ads Cinema Ads Interior Bus Ads Exterior Side Bus Ads Exterior Tail Bus AdsWeb and Social Media Guidelines

Hashtags for Twitter E-newsletters, e-postcards,

web ads

Video (not funded, not yet completed) 3- to 5-minute Brand

Essence video 4 to 6 30-second PSAs Guidelines/rubric for states,

counties, etc., to create their own videos to expand the collection

Brochure, outside

Brochure, inside

County Accountability Report, outside

County Accountability Report, inside

Banner Stand Displays

Ways states are already using the research results and messaging

New Hampshire Extension used the research results in their tagline and brochure copy