Extension Marketing Toolbox

Extension Marketing Toolbox
Adapted from the EFNEP Marketing Toolbox

Table of Contents

Introduction
A. Activities to do Before Interpretation Event
B. Activities/Information to have available at the Interpretation Event
C. Activities to do After Interpretation Event
D. General Tips for Working with Elected Officials
E. Extension Staff Worksheet for Planning Interpretation Events
F. Report of Interpretation Event
Areas of Emphasis for the F. Y. 2005 Budget and Appropriations Cycle Board On Agriculture Assembly (BAA)

INTRODUCTION
It is important to communicate the effectiveness of Extension to all elected officials and stakeholders. This guide provides some suggestions for effective interpretation of programming to stakeholders. Interpretation or Communication Events may take several forms:
a. A letter, newsletter, fax, or email describing successes of Extension clients who live in the Congressional leader’s District;

b. An informal visit to the Congressman/woman’s office and meeting with him/her or Staff (Extension staff, and Extension Clientele attending);

c. A large event perhaps held in conjunction with an Extension event (Extension staff, Clients, and Representatives from partnering agencies attending) or

d. A combination of these; for example, a large event may be overwhelming to Clients who are not used to talking in front of groups so a round robin approach where the Congressman/woman or Assistant goes from station to station in a room in an informal manner. A station may include a Client or Extension staff member or an exhibit or nutritious refreshments prepared using an Extension recipe.

Depending on timing, one of these may be more feasible than another at a given time. A key idea to remember is that it is important for our Congressional leaders to hear from us frequently. Experts suggest that it takes 7 contacts to get and maintain interest.

Some Extension staff are very skilled at conducting Interpretation or Communication Events. New staff may want to try some simple strategies (a or b above) before they undertake a large Event (c or d above).

Consider developing an Interpretation Plan for the next 5 years. This year an appropriate goal may be to make contact with each Congressman/woman from your state using (a and b) above. Then build on your plan each year.

A. Activities to do before Interpretation Event

1. Obtain Approval
It is important that our Extension and University administrators and federal legislative liaisons are aware of our efforts to increase funding for Extension and approve our efforts to contact Congressional leaders to inform them about Extension successes. The people you need to contact will vary by State but may include the following: Extension District/Regional Director, Program Leader, Associate Director, and Director; University Department Head and Dean; and University federal relations staff. Provide these people with a list of Congressional members who have specific programs in their region and a suggested timeline for these contacts. Ask for their support and any protocol issues that you need to keep in mind as you make contact with the offices of these selected Congressional members.

2. Identify Congressmen/women in the Districts where you have specific programs. These can be located at http://www.house.gov, or http://www.senate.gov. At these websites, you can also see if your Congressmen/women are on any relevant committees such as Agriculture, Appropriations, or Education and Workforce. The Congressional Leader’s District office phone number is listed in the Government section of your local phone book. To call your Congressman/woman, contact the U.S. Capitol switchboard at (202)224-3121.

3. Do some basic research on your Congressional leaders:

a. The correct spelling of their name, party affiliation, committee assignments, when first elected and key interests. Read their news releases.

b. Try to imagine what they need to hear about Extension. What aspects of Extension are related to their interests?

4. Identify current and former adult and youth Extension clients who can tell their "success story." Some criteria for selecting clients are that they:

a. Reside in the Congressman/woman's specific District.

b. Have articulated the positive benefits of Extension to their Extension Educator or representative of a partnering agency where we provide classes.

c. Are representative of the types of success stories you see in your State (for example, a common success story in EFNEP or FSNE would be our adult clients getting a job in school food service using their Extension graduation certificate.)

d. Feel confident expressing themselves to strangers.

e. Have a flexible schedule to accommodate the Congressman/woman's schedule; we may have short notice regarding schedule and date of interpretation event.

f. Be willing and enthusiastic.

NOTE: It may be helpful to have several clients identified for the Interpretation Event (sort of like a speaker pool) so that they can be activated on short notice due to changes in the Congressman/woman's schedule or need for substitution due to illness of another client.

Also, identify Extension Staff (education assistants and secretaries) who have professional success stories related to their employment in the Program and who would be effective spokespersons.

Consider starting an Extension Alumni or Ambassadors group for clients and staff. This could be an excellent way to continue to develop leadership in these individuals and provide a “voice” for Extension.

5. Contact Offices of Congressional Members
Distribute/email "one-page" document developed in conjunction with your team to the Congressmen/women’s office and indicate that you would like to schedule a meeting to provide more information about Extension including how the program has positively affected his/her constituents. Follow-up with a phone call. Determine dates and times of availability in their schedule (when they will be home from Washington, DC) for a meeting (Interpretation Event). Work through the staff contact and the scheduler to arrive at a date and time. Determine the length of time the Congressional leader can commit and plan accordingly. If he/she cannot attend personally, then pursue a site visit with staff members. They carry substantial influence and a visit with them can be equally effective.

6. Plan for Media Coverage
A site visit from a Congressman/woman presents a great opportunity for media coverage. Obtain approval from their office before proceeding and work closely with their press secretary to coordinate. Also work with your county or area Extension Communications specialist to plan for successful coverage and photos of the Interpretation Event.

7. Practice Session
Have a practice session with clients who will be presenting their success stories so that they can articulate their stories perhaps in front of other Extension educators before they present to the Congressional members. (This may be controversial; some people don't like a rehearsed sound. However, we want the clients to feel confident so that their sincere feelings are expressed instead of stage fright.) Also, this is a good time to test equipment and evaluate different room arrangements.

8. Format of Interpretation Event
a. Power point presentation containing: short historical perspective of Extension or the program.
b. Messages that we are trying to create is that Extension = effective, education to improve health, meets today's needs in all areas of Extension
c. Interpretation Events may be held at the Extension office or other Extension facility, at a partnering Agency where Extension classes are held, at the Congressional leader’s district office, or other convenient place.

9. Ensure Effective Communications
Before sending any communication to your Congressmen/women, have at least one other person proof read it. Also, make sure that you follow any protocol that may be necessary within your University. For example, determine if you need to go through an Extension Administrator or Legislative liaison before you communicate with your Congressmen/women or whether cc’ing them on the communication is sufficient. This protocol may vary depending on whether it is an initial contact or a follow-up contact. Check to make sure.

Remember, Congressmen/women were elected by the people; they like to know your issues. They appreciate politeness, intelligence, dedication to one’s cause, and logical comments that are presented in a careful, concise, and factual manner. Limit the number of points you want to make to three (3) or less.

Follow up in writing, confirm by telephone, and offer to answer any questions in advance. Provide an agenda several weeks before the visit. Call the day before to confirm one last time (date, time, and place).

Letter Format

 Address your letter properly; name and address should be on the letter and envelope.

The Honorable John Smith
United State Senate
Washington, DC 20510

Dear Senator Smith:

OR

The Honorable Mary Doe
United States House of Representatives
Washington, DC 20515

Dear Congressman/Congresswoman Doe:

Note: When writing to the Chair of a Congressional Committee or the Speaker of the House of Representatives, it is proper to address them as:

Dear Mr. Chairman/Madam Chairwoman

OR

Dear Mr. Speaker:

 If the correspondence provides information only about Extension, then use your Agency stationery. Use your personal stationery if you mention supporting a specific bill.
 Write legibly or type if possible and use only one side of the paper.
 Check your spelling.
 Put your full return address on both letter and envelope since these are often separated.
 Sign your letter above either printed or typed name.
 Include your title if you wish.
 Keep a copy of your correspondence and material also accompanying any letter for your records.
 Send a copy to your Extension county or district director or other Administrator according to your Agency’s policy.
 Faxing is better than using the mail at this time.

B. Activities/Information to have available at the Interpretation Event

1. Have posters and exhibits with pictures showing active involvement of Extension adult and youth clients.

2. Take photographs of the visit for use in newsletters.

3. Have an example of an Extension recipe to taste (make sure it is nutritious!) or a pertinent handout.

C. Activities to Do After Interpretation Event

1. Within a week, follow-up with a phone call to answer any questions from the Congressman/woman; send a written thank-you note emphasizing again the main message: Extension = ______________________ . If you send an e-mail, also fax a written letter on your University letterhead.

2. Within a week, write a follow-up 'thank you' letter to each person assisting in your Interpretation Event (clients, representatives from partnering agencies, your Extension staff).

3. Once you have established a relationship with the Congressional leaders, stay in touch with them and their staff members. Look for ways to stay in touch that will reinforce the value/benefit of Extension. It is recommended that we make seven (7) contacts with our Congressmen/women in order to have a lasting impression. These contacts can take the form of faxes, emails, and newsletters featuring constituents from their districts.

D. General Tips for Working with Elected Officials

1. All politics are local. Local examples are more meaningful than national statistics. Involvement of local people and organizations will get the attention of the Congressional leader and his/her staff. Tie relevant issues directly to their home districts/state, e.g., how Extension is relevant for addressing obesity, livestock issues, reducing chronic disease and health care costs, local farming issues, reducing health disparities across races, ethnic diversity among Extension Staff, etc.

2. A picture is worth a thousand words. Visual images are powerful. A picture, graph or diagram attached to a letter or included in a handout are very effective. Identify relevant personal stories and then capture them visually.

3. Have open and honest communication. Don't exaggerate. If you don't know something, say so, and get back with more information promptly. Be positive and constructive; don't argue.

4. Plan ahead.

5. Consider the schedule of the Congressional leaders and their staff. Keep to the agreed upon beginning and ending times for the Interpretation Event.

6. Prioritize your messages and relate on a personal level.

7. Don’t assume that Congressional Leaders or their Assistants know the intricacies of Extension. They deal quickly and superficially with many issues everyday.

Name _________________

E. Extension Worker Worksheet for Planning Interpretation Events

1. What does having Interpretation Events for particular Extension mean to the local Extension staff in terms of responsibilities?

2. What will be the responsibilities of the County, or Regional Directors with regard to the Interpretation Events?

3. What will be the responsibilities of the State Extension office with regard to the Interpretation Events?

4. What resources will you need to plan and implement the Interpretation Events?

5. What logistical concerns or issues do you envision?

6. What will be the first 3 steps that you will do to start planning for the Interpretation Events?

7. What are your short term goals for your legislative interactions? Long Term?

F. Report of Interpretation Event

1. Names of individuals attending and their responsibility in Congress member’s office:

Name Responsibility

______________________________ ___________________________________
______________________________ ___________________________________
______________________________ ___________________________________
______________________________ ___________________________________

2. Was this a (circle one):
a. Informal office visit
b. Formal meeting; give location _______________________________________

3. Who attended? List names:

a. Clients ___________________________________________________________

b. Extension county staff ______________________________________________

c. Extension Educators/Specialists_______________________________________

d. Extension administrators ____________________________________________

e. Representatives from partnering agencies ______________________________

4. Describe the activities:

5. What were the reactions from the Congressman/woman and/or their assistants?

6. Is there potential for this Congressman/woman to be a supporter of Extension?

Name of person submitting report ______________________ State ________ Date _______

Areas of Emphasis for the F. Y. 2005 Budget and Appropriations Cycle Board on Agriculture Assembly

Introduction
The four Areas of Emphasis set forth below represent themes for the NASULGC system to use when promoting their research, teaching, and outreach programs with members of Congress and the news media. These four particular themes were chosen because they represent some of the more resonant issues of the day and because they correspond with the interests and concerns of key Congressional leaders.

1. Healthy Society
Combating obesity and promoting nutritional literacy. Since 1980, obesity rates in the U.S. have more than doubled among adults and tripled among adolescents. As a consequence, the costs attributed to obesity were estimated at more than $79 billion in 2003.

2. Agriculture and Natural Resources Security
Protecting agriculture and natural resources from natural or introduced threats. Agriculture and natural resources security has always been a priority for the nation’s agricultural research, extension and education community, but in the wake of September 11, 2001, that mission has taken on greater urgency.

3. Environmental Stewardship
Enhancing environmental stewardship through new agricultural technologies and approaches. The viability of American agriculture and the communities that depend on it are closely linked to the well-being and sustainability of the environment.

4. Product-Based Agriculture
Helping American agriculture expand its product-based system. The global food and fiber market has changed dramatically in recent years, economically favoring ready-to-consume (or nearly ready) food and specialized fiber-based products.

Prepared by the Joint Council of Extension Professionals