Download Market Analysis - Kansas State University

Marketing and Communications for
K-State Research and Extension
Megan Macy
Marketing Specialist
How do you build a strong brand?
Building a strong brand takes:
• A clear and compelling message
• Validated by research
• Focused on the audience
• Consistency and repeatedly communicated, delivered and
experienced
Brand vs. Campaign
Source: Ologie.com
Brand Architecture:
House of Brands vs. Branded House
Kansas State University Brand
• Many Kansans do not realize K-State
Research and Extension is a program
within Kansas State University
• Kansans recognize and trust the Kansas
State University brand
• K-State Research and Extension can
capitalize on this brand and become part
of a Branded House
Kansas State University
Full Unit Signatures
• Unified identity is key, while
understanding that colleges,
departments and other university
programs are an integral part of the
university.
Polytechnic Campus Branding
Olathe Campus Branding
K-State Research and Extension Core Values
• Integrity – to develop and deliver credible information
• Communication – to provide common understanding
• Scholarship – to foster lifelong learning
• Leadership – to serve as an agent of change
• Inclusion – to encourage active participation
Market Analysis
Collegiate Extension programs across the nation
Collegiate Extension Programs
• Utah State University Extension
• North Dakota State University Extension
• University of Missouri Extension
• Oklahoma State University Extension
• Texas A&M AgriLife Extension
Utah State University Extension
• Complete employee resources
•
•
•
•
Organized, easy to navigate
Multiple templates
Multiple toolkits
Order printed materials
• Visual Identity guide
• Explains the brand, brand guidelines and
why the design matters
• Highlights collateral material available
North Dakota State
University
• Information a little harder to find
• Marketing Minute
• Displays & Exhibits
• Professionalism – Representing Yourself
• Email & phone etiquette
University of Missouri
• “Should you use marketing
templates flowchart”
• TONS templates – over 40
• Organized information
• Logo embroidery guidelines
Oklahoma State University
• A lot of text to read through
• Only three available templates
• Graphic Design Tips and Tricks
• Design principles
• Design programs at a glance
• File Type Definition
Texas A&M AgriLife Extension
• Brand Transition Explanation and
Guide
• Few templates and hard to find
Branded Imagery and
Content Brainstorming
K-State Research and Extension Goals
• To build a strong, lasting and inspiring brand for Research and
Extension among all the people we contact
• Position K-State Research and Extension as a preferred partner for
relevant and practical information
• Increase awareness of the grand challenges, what they mean and why
they are important
• Increase awareness of branded programs back to K-State Research
and Extension and ultimately Kansas State University
K-State Research and Extension Core Values
• Integrity – to develop and deliver credible information
• Communication – to provide common understanding
• Scholarship – to foster lifelong learning
• Leadership – to serve as an agent of change
• Inclusion – to encourage active participation
Brand Values to Brainstorm
• Enthusiasm & passion
• Inclusivity & opportunity
• Creativity & discovery
• Leadership & service
• Resourcefulness & perseverance
• Community & family
Next Steps
Rebrand K-State Research and Extension to build on the brand equity of
Kansas State University
Define what co-branding looks like
Create consistent brand awareness by providing the tools and
resources for Research and Extension employees to become brand
ambassadors within their communities and fields
Thank you
Megan Macy
K-State Research and Extension Marketing Specialist
[email protected]
(785) 532-2110