Extension Brand Value Research

1,908 views
1,812 views

Published on

Published in: Education, Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,908
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
29
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Extension Brand Value Research

  1. 1. Extension Brand Value Research North Dakota Supplement Findings Prepared for: December, 2008 This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distributi on outside the client organization without prior written approval from Copernicus Marketing Consulting and Research. Copyright 2008 COPERNICUS, all rights reserved
  2. 2. Overview This is a detailed report on findings from the North Dakota state- supplement to the National Cooperative Extension Brand Value study. This report will explore the following: 1. Where are we today? – Current Extension Branding 2. What is our potential to increase relevance? – Extension Brand Potential 3. How do we get there? – Improving Brand Value This report will also address state-supplement questions that were asked only in North Dakota. 1
  3. 3. Methodology A total of 300 interviews were conducted during June – July 2008, in North Dakota.  Interviews were conducted online, and lasted for 15 minutes on average  Participants were members of a representative online panel  Sample quotas were implemented to ensure a demographic mix of consumers was included in the research  Further sample balancing was performed to ensure the data accurately reflects the North Dakotan population on key demographic criteria* *Criteria include: Gender, Age, Urban/Rural, Ethnicity, Education, & Household Income. 2
  4. 4. Current Extension Branding General awareness and knowledge of “Land-Grant” Universities is low in North Dakota, but somewhat higher than in other states. Awareness / Knowledge Have Heard of the Term Land-Grant University Know that there is a Land-Grant University in their State Correctly Named Land Grant University in their State Q2. Have you heard of the term “Land Grant University”? Q3. Is there a Land Grant University in your state? Q4. What is the name of the Land Grant University / Universities in your state? 3
  5. 5. Current Extension Branding Eighty-three percent are aware of the NDSU Extension Service – more than double the national rate of in-state Extension program awareness. However, very few North Dakotans know that their state Extension is a part of a larger network. Awareness / Knowledge Have Heard of Cooperative Extension Have Heard of their State Extension Program* Know that their State Extension is Part of a National Network* Q5. Have you heard of a community outreach program called “Cooperative Extension”? Q6. Have you heard of [STATE EXTENSION NAME]? Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative Extension System”? *Respondents were asked about their state Extension program; those in North Dakota were asked about North Dakota State University (NDSU) Extension Service. 4
  6. 6. Current Extension Branding Familiarity with NDSU Extension is much higher compared with Extension familiarity in other states – more than half of North Dakotans are at least somewhat familiar with NDSU Extension. Still, an opportunity exists to increase familiarity. Familiarity (Among those who Have Heard of their State Extension Program) Extremely Familiar Very Familiar Somewhat 31% Familiar 52% Slightly Familiar Not at all Familiar Nationally North Dakota Q9. How familiar are you with [STATE EXTENSION NAME]? 5
  7. 7. Current Extension Branding Extension usage rates in North Dakota are much higher than in the rest of the country, although more than half of North Dakotans have never utilized Extension. Extension Usage Have Ever Used Extension Have Used Extension in the Past 12 Months Q7. Have you ever used [STATE EXTENSION NAME] information, programs or services? Q8. Have you used [STATE EXTENSION NAME] information, programs or services in the past 12 months? 6
  8. 8. Current Extension Branding Awareness of 4-H is as high as Extension, and much higher than Master Gardener, but only 22% know that 4-H is a part of NDSU Extension. North Dakota Nationally Awareness Use of 4-H / MG Knowledge that 4-H / MG is Part of Extension Extension 4-H Master 4-H Master 4-H Master Gardener Gardener Gardener Q14. Have you heard of the 4-H Youth Development program? Q15. Is 4-H affiliated with [STATE EXTENSION NAME]? Q16. Have you had any involvement with 4-H in the past 12 months? Q17. Have you heard of the Master Gardener Program? Q18. Is the Master Gardener Program affiliated with [STATE EXTENSION NAME]? Q19. Have you had any involvement with the Master Gardener Program in the past 12 months? 7
  9. 9. Current Extension Branding North Dakotans have heard about Extension through a variety of sources in the past 12 months – with brochure, pamphlet or flier being the most commonly cited. Ways Recently Seen or Heard about Extension (Among those Aware of Extension) Family member, friend, or colleague Newspaper Internet / web / email Brochure, pamphlet or flier Television Radio From a display or booth set-up in the community Something you received in the mail Community member or leader From an Extension employee / volunteer Magazine or newsletter From a seminar or course you took Q11. Through which of the following have you seen or heard something about [INSERT STATE EXTENSION NAME] in the past 12 months? 8
  10. 10. Extension Brand Potential Extension covers areas that are relevant – there is broad consumer agreement on the importance of most of these areas. Consumer Agreement with Statement* We really need programs that: • Teach people how to better manage finances • Help youth develop leadership skills • Teach parenting & family communication skills • Educate the public on protecting the environment • Teach people how to live healthier lives • Teach small business owners the skills needed to succeed • Can help our farmers succeed • Educate homeowners about gardening / landscaping Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree) *Percent Strongly / Somewhat Agree 9
  11. 11. Extension Brand Potential Many consumers sought help (information / programs / services) from some resource in the areas Extension focuses on. Recent Seeking of Help in Area (From Some Resource) Any of these Areas Personal Health Personal Finance Gardening & Landscaping The Environment Family Small Business Youth Development Community Improvement Ag. / Farming / Ranching Q20. For which of the following areas have you sought information, services, or programs, in the past 12 months? 10
  12. 12. Extension Brand Potential As seen earlier, Extension usage rates are much higher in North Dakota than in many other parts of the country, however, a significant opportunity still exists to become more relevant in many of the programmatic areas shown below. Use of Extension (Among People who have Sought Help in Each Area) Personal Health Personal Finance Gardening & Landscaping The Environment Family Small Business Youth Development Community Improvement Ag. / Farming / Ranching Q21. Did you use [STATE EXTENSION NAME] or some other resource for information/programs on [PROGRAM AREA]? 11
  13. 13. Extension Brand Potential Extension delivers on its promise – those who have used Extension give it very strong ratings. The same cannot be said of other resources people have used. Perceptions of Extension Perceptions of Other Resources (Among those Using Extension) (Among those Using Other Resources) 83% 83% 51% Excellent 39% Very Good Q22. How would you rate [STATE EXTENSION NAME] in providing the information / guidance you needed on [INSERT PROGRAM AREA]? Q24. How would you rate these other source(s) in providing the information / guidance you needed on [INSERT PROGRAM AREA]? 12
  14. 14. Extension Brand Potential Consumers would like the government and universities to do more to improve community life. The lower proportion of North Dakotans “wishing their community could benefit more from University research/knowledge” may be reflective of the relatively stronger presence that NDSU Extension already has in the state. Consumer Agreement with Statement* Government organizations should do more to offer programs and services that improve community life I wish my community could benefit more from the research and knowledge in our universities Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree) *Percent Strongly / Somewhat Agree 13
  15. 15. Extension Brand Potential Universities are perceived to be a more credible source of information than the government. More North Dakotans feel they can turn to Universities in their state for information/programs, compared with the rest of the country. Consumer Agreement with Statement* I am more likely to believe information if I know it’s provided by a reliable source such as a major university I am more likely to believe information if I know it’s provided by the government I know I can rely on the universities in my state for information and programs, if I need them Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree) *Percent Strongly / Somewhat Agree 14
  16. 16. Extension Brand Potential Most consumers are interested in “non-formal” learning; very few believe that programs charging a fee are better than those that are free. Consumer Agreement with Statement* I like to learn new things by reading, taking courses or participating in seminars I would be interested in taking classes to learn new things / skills, even if the courses do not count towards a diploma or degree Educational programs that charge a fee provide much better learning / knowledge than those that are free Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree) *Percent Strongly / Somewhat Agree 15
  17. 17. Extension Brand Potential A description of Extension was read by consumers who did not know of Extension: As you may have gathered through the questions asked so far, the Cooperative Extension System is a national network of land-grant universities that brings research-based information, services and programs to the community. The local Cooperative Extension System partner in your state is [STATE EXTENSION NAME]. Information and programs offered through the Extension system are based on up-to-date learning and reviewed by experts in the specific areas before they’re brought to the community. You can be sure that you’ll receive valid, reliable information and programs in a variety of areas to improve quality of life. About 3,000 Extension offices, roughly one in each county, are available as a resource for you to use. A variety of information / programs are offered in areas such as: • Youth Development • Agriculture / Farming / Ranching • Gardening & Landscaping • Environment • Personal Health • Family • Personal Finance • Small Business • Community Improvement In addition to the offices that you can call or visit, there is an online resource, eXtension.org, to bring you the best, research-based information on a variety of topics. 16
  18. 18. Extension Brand Potential Most people who do not know about Extension react positively to finding out about it. Knowledge Interest in Knowledge Interest in of Extension Extension of Extension Extension Like it Very Much People Who 73% 65% Know About Extension Like it Somewhat Do Not Know About Neither Like nor Extension* Dislike North Dakota Nationally Q26. Which of the following best describes your overall impression of this resource you can benefit from? (Like it Very Much, Like it Somewhat, Neither Like nor Dislike, Dislike it Somewhat, Dislike it Very Much) *Includes those not aware of (State Extension) & those aware but not at all familiar with it. 17
  19. 19. Extension Brand Potential Having found out about Extension, most people expect to use the information / programs it provides. Likelihood to Use Extension* One of these Programs Personal Health Gardening & Landscaping Personal Finance The Environment Family Small Business Community Improvement Youth Development Ag. / Farming / Ranching Q27. Which of the following [STATE EXTENSION NAME] information, programs, or services are you likely to take advantage of in the next 12 months? *Asked to everyone in the study 18
  20. 20. Improving Brand Value This research confirms the importance of building Extension awareness and familiarity  At present, Extension has modest awareness and familiarity among the general public  However, those that do know Extension have a strong appreciation for what it provides  And others (who do not know Extension) react favorably to finding out about what it provides  Finally, Extension offers programs on issues / areas that are very relevant to the American public 19
  21. 21. Improving Brand Value Stronger association with “National Cooperative Extension” has the potential to improve consumer perceptions of their State Extension programs. Among Consumers Who Know About Their State Extension Service Knowledge About Impact of Making Knowledge About Impact of Making State-National Consumers Aware State-National Consumers Aware Connection of Connection Connection of Connection Greatly Improves Know the Connection Perception of State Between State & Extension National Extension 52% 59% Somewhat Improves Perception Do Not Know That State Extension Service is Part of National Makes No Extension Difference North Dakota Nationally Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative Extension System”? Q13. How does knowing that [STATE EXTENSION NAME] is part of a national network affect your perception of [STATE EXTENSION NAME]? 20
  22. 22. Improving Brand Value What should Extension stand for? What should it deliver and communicate to the American public, most of whom do not know anything about Extension? 21
  23. 23. Improving Brand Value Twenty-five different characteristics were explored in this research. Trustworthy Source Change Agents • Provides information you can trust • Works to bring positive change to the community • Is an organization you can trust • Is dedicated to solving problems in the community • Works at improving the lives of the disadvantaged Current / Reliable Information • Provides the latest, research-based information on a variety of In-person Support topics • Has people you can turn to for help on many different issues • Provides information and resources that are relevant to the needs • Has local offices in your county that you can rely on of your community • Offers programs that can provide you with in-person training and • Keeps up with the latest science and thinking help Expert Review Scope Of Work • Provides information that has been reviewed by experts • Offers information and programs for all types of people in the community Convenient Access University Connection • Has information available via the Internet so you can get it when • Provides your community with educational programs/services you want it developed by universities in your state • Provides information / programs / services that are easy and • Belongs to a network of major universities across the country convenient to access and use • Provides information in a variety of ways, (e.g., in-person, over the phone, on-line, etc.) Experience • Is an organization that has been in service to the community for almost 100 years Great Staff • Has knowledgeable employees and volunteers • Has committed employees and volunteers who truly care Quality Of Life • Enhances your quality of life • Helps you succeed • Provides education and resources that transform lives • Helps improve the quality of life in communities across the country 22
  24. 24. Improving Brand Value We used a sophisticated approach to uncover what consumers are looking for in an organization providing information/programs/services to help people. “Dream Detection” “Problem Detection” “Preference Detection” Self-reported Gap between needs Individual (attribute) consumer desirability (desirability) and perceptions impact on from the survey current perceptions overall preference for Extension Motivating Power Weighted Average of the Three Measures (Computed for each attribute / benefit for each respondent) 23
  25. 25. Improving Brand Value Most of all, people want a resource they can trust. They also want convenient access to the best information and knowledgeable / committed staff they can turn to for help. Motivating Power of Characteristic* Trustworthy Source Great Staff Convenient Access Highly Current/Reliable Information Motivating Expert Review Quality of Life Change Agents Scope of Work Moderately In-person Support Motivating University Connection Less Experience Motivating *Motivating power on a 0-100 scale where 0 = „Not Motivating‟ and 100 = „Extremely Motivating.‟ Needs have been grouped into highly (MP score = 70+); moderately ( MP score = 40-69); and less motivating (MP score <40). Motivating Power was run at the national level (not by state). 24
  26. 26. Improving Brand Value eXtension and the Internet can help strengthen the Extension brand. Consumer Agreement with Statement* The Internet is a tool that has changed the world we live in The Internet is the first place I turn to when I need some information There’s so much information on the Internet, it’s difficult to know what to trust There’s so much information on the Internet, it’s difficult to know what is relevant and up-to-date Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat Disagree, Strongly Disagree) *Percent Strongly / Somewhat Agree 25
  27. 27. Improving Brand Value However, other channels will also be important in reaching a broad group of consumers. Method of Accessing Extension* Search the Internet Ask for Brochures / Publications How-To TV Show Take Online Course Download a How-To Video from the Internet Attend a Meeting / Workshop Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME] information, programs and services? (Very Likely, Somewhat Likely, Not at all Likely) * Percent Very / Somewhat likely 26
  28. 28. Improving Brand Value Method of Accessing Extension* Cont’d Call 800 / Local Number Chat Online with Expert Class that Meets Several Times How-to Radio Program Social Networking Site Like MySpace / Facebook Download a Podcast Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME] information, programs and services? * Percent Very / Somewhat likely 27
  29. 29. Improving Brand Value Summary • Among the General Public there is consensus that Extension should stand for being a “trustworthy” source of information/programs. Emphasizing the “Expert Review” of program content can help reinforce validity of information being provided. Also very important, is delivering “current/reliable” information – staying at the forefront of existing knowledge in an area. These characteristics of Extension, along with the knowledgeable and committed staff that deliver programs, can form the basis of a “communications platform” to improve brand value • From a programmatic perspective the research shows that Extension is strongest in Agriculture, Youth Development and Gardening programs. Since consumer needs – especially younger people and those in urban areas – also cover several other areas, Extension will need to look at how some of its other programs can be augmented. Exactly how this needs to be done will depend, of course, on the specific situation and needs of the North Dakota Extension program • From a program delivery perspective consumers indicated that “convenient access” to information/programs is very important. The research findings also show that people are very interested in using multiple ways (in-person classes/help being one of them) to access Extension programs. Extension needs to continue its focus on broadening access to programs/services. 28
  30. 30. State-Specific Questions 29
  31. 31. Additional North Dakota Questions Very few North Dakotans want to see any of these programs diminished or eliminated. Most would like to see the “energy and renewable resources” program expanded. Areas North Dakota Extension Should Address North Dakota Expand Maintain Reduce Eliminate Not Sure Unweighted Base 300 300 300 300 300 % % % % % Energy and renewable resources 58 26 2 1 13 The unique problems/needs of people and towns in rural areas 41 42 3 1 13 Natural resource and environmental management 39 41 4 1 15 Youth life-skill development 39 45 2 1 14 Senior citizen/elderly financial security and living in own home longer 38 35 5 4 18 Community leadership and economic development 32 45 6 1 15 Farming and ranching 32 48 7 1 12 Human nutrition, diet and health 30 50 3 2 15 The unique problems/needs of people and cities in urban areas 19 55 6 2 17 The unique problems/needs of people and communities in American Indian reservation areas 17 40 13 7 23 QN1. North Dakota State University Extension Service would value your opinion on the role it should have in providing educational programs/services to the people of North Dakota. There are a number of different areas that we‟d like your opinion on. Please read each carefully and indicate what you think should be the NDSU Extension Service role. 30
  32. 32. Respondent Profile: North Dakota* Female 51% Have Kids <18 in Home 37% Age Average Household Size 2.6 18-34 30% Household Setting 35-54 38% Urban 31% 55+ 31% Suburban 14% Hispanic / Latino 1% Rural 56% Race / Ethnicity Bachelor’s Degree or Higher 23% White / Caucasian 96% Employed Full or Part Time 75% Black / African American 3% Household Income Asian / Asian American 2% <$25,000 21% American Indian / Alaskan 4% $25,000 - $49,999 37% Native Other 0% $50,000 - $74,999 20% Married 66% $75,000 + 22% *Represents the “balanced” sample – not the unweighted, actual number of respondents. 31
  33. 33. Significance Testing Red boxes and blue circles, as depicted below, have been used throughout this report to highlight statistically significant differences. = significantly higher at the 90% confidence level = significantly lower at the 90% confidence level 32
  34. 34. Copernicus Marketing Consulting and Research Waltham, MA / (781) 392.2500 Wilton, CT / (203) 834.8200 Kevin Clancy, Chairman & CEO Sohel Karim, Sr. Vice President Chuck Sakany, Sr. Vice President Jeremy Burbank, Vice President Faria Rahman, Associate copernicusmarketing.com

×