orth Carolina Cooperative Extension employees gathered this spring in all of the state’s seven Extension districts to follow a “Road Map for Change” and learn about new efforts to market the organization.

The district conferences were historic, marking the first time all Extension employees had been asked to come together to meet and learn. More than 1,750 employees attended the day-long events, held from March 17 through April 2.

“This is a landmark event in the history of Extension; everyone is involved, all who carry out the mission of Cooperative Extension. New needs, clients and opportunities confront us every day,” said Dr. Jon Ort, director of the North Carolina Cooperative Extension Service. “We want to help every client, no matter how unique the need. But we cannot be all things to all people: That’s never been our core mission.This initiative represents an investment in our future.”

Ort and Dr. Ray McKinnie, administrator of the N.C. Cooperative Extension Program at N.C. A&T State University, greeted participants at each of the seven conferences. Dr. Joseph Zublena, associate director and director of county operations for the Cooperative Extension Service, presided over the conferences.

Jane Peebles, senior counselor for Carolina Public Relations/Marketing Inc., described reasons and strategies for marketing Cooperative Extension. With tight state budgets, more and more policy makers are asking, “What is the role of Extension?” and “What does engagement look like?” she said.

Cooperative Extension has building blocks that other organizations would envy, Peebles said. Extension is high-touch, which brings high client loyalty, credibility and trust. At the same time, Extension has a reputation for being high-tech, aligned with nationally recognized universities and offering unbiased information through existing and emerging technologies.

“You have to be more focused in telling your story,” she told participants. “You have to develop core messages and get them out.”

Marketing is not a billboard or slogan, she said, but rather winning the hearts and minds of citizens. This is achieved by giving people educational programs that they need and value. A marketing plan developed by Carolina PR will help the organization to position itself by aligning Extension’s identity with its mission, vision and impacts and determining “where the state’s needs and Extension’s mission intersect.”

—Natalie Hampton