1. Marketing and Communications for K-State Research and Extension
Megan Macy Marketing Specialist

2. 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

3. Brand vs. Campaign Source: Ologie.com
A brand platform focuses on who and why: who you are and why you exist. Its scope should be comprehensive and long-lasting (at least five years), and it should consider everyone you come in contact with, internally and externally. And because it links back to your organization’s purpose, a well-developed brand can become a powerful tool for making decisions and changing perceptions, both inside and outside your company walls. 
A campaign platform, on the other hand, emphasizes what you offer and how your audience benefits. Campaigns tend to be shorter-term initiatives (often less than a year) that promote a specific product or service. And the goal and audience are both narrower, too: you’re looking to inspire a particular set of people to take action, with near-term results.
Source: Ologie.com

4. House of Brands vs. Branded House
Brand Architecture:
House of Brands vs. Branded House
Mention the importance of co-branding here. Historic KSRE programs with logos will be “grandfathered” in but will be required to always be used with the K-State Research and Extension logo. Moving forward, programtic logos will not be created.
Mention the importance of being a brand ambassador and how your personal brand fits into the Branded House

5. 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

6. 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.

7. Polytechnic Campus Branding

8. Olathe Campus Branding

9. 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

10. Collegiate Extension programs across the nation
Market Analysis
Collegiate Extension programs across the nation

11. 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

12. 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

13. North Dakota State University
Information a little harder to find
Marketing Minute
Displays & Exhibits
Professionalism – Representing Yourself
& phone etiquette

14. University of Missouri
“Should you use marketing templates flowchart”
TONS templates – over 40
Organized information
Logo embroidery guidelines

15. 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

16. Texas A&M AgriLife Extension
Brand Transition Explanation and Guide
Few templates and hard to find

17. Branded Imagery and Content Brainstorming

18. 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

19. 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

20. Brand Values to Brainstorm
Enthusiasm & passion
Inclusivity & opportunity
Creativity & discovery
Leadership & service
Resourcefulness & perseverance
Community & family
Questions to ask yourself?
How do you see XXXX displayed in action every day for K-State Research and Extension?
What other words, activities or programs can you think of that represents K-State Research and Extension?
Pick Top 3 favorite words – Eevryone *
Clean list with the favorite words from that – String favorite words together to make a phrase
We are working together on a brand promise – Distilling down how those perceive us that can later be used as content headlines, etc.

21. 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

22. Thank you
Megan Macy K-State Research and Extension Marketing Specialist (785)