1. 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.

2. 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.

3. 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.

4. Campaign Theme EXTENDING KNOWLEDGE CHANGING LIVES

9. 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!

10. 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?

11. 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 Ads Web 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

12. Brochure, outside

13. Brochure, inside

14. County Accountability Report, outside

15. County Accountability Report, inside

16. Banner Stand Displays

17. Ways states are already using the research results and messaging New Hampshire Extension used the research results in their tagline and brochure copy