Marketing Ask an Expert        Jeff Hino, Oregon State University
Presentation Goals• Share ideas for creative approaches to marketing AaE using  examples from OSU• Encourage discussion• E...
Why Market Ask an Expert? • AaE is a catalyst to provide an inroad for clients to pursue all types of   information in all...
Marketing Planning Marketing Author/Guru Seth Godin says the best way to learn marketing is to do marketing. • Goals:   • ...
Internal and External Marketing• Internal Audiences: Faculty, staff, administrators, volunteers• Internal Marketing can he...
Internal Marketing: What We’ve Done•   Branding•   Trainings and overview seminars•   Newsletter items•   Reports - ADM•  ...
Statistics are a Marketing Tool400350300250200150100 50  0                    Questions Resolved by                    Ore...
What are they asking about?
A Berry Emergency!Q: “My boyfriend just at some berries growing in the    garden…now he has an upset stomach.”Response:• C...
Kudos from Users – they can be your best marketers!      “OH MY Gosh !!!!!! What a great and prompt      response. You ans...
Recognition is a Marketing Tool  The Vice Provost for Outreach & Engagement awards the  AaE Deployment Team and Question M...
Internal and External Marketing• External Audiences • A key audience type is the extension volunteers demographic • For ov...
Marketing Materials• Display
AM                                                                                                                        ...
Radio PSAs• OPB Radio 15 second radio spots“Our listeners support OPB and so does OSU Extension Service…”• (Summer 2011) “...
Social MediaFeatured on our FB page• Question of the Week• Timely and popular questions
AaE Lip Balm?!
Cycle Oregon
Flaunt it on your site
Our Ask an Expert Website Banner Animation            http://www.youtube.com/watch?v=wf4CEm            LP7NA&feature=youtu...
Question of the Week…the answer
Every Question Tells a Story (don’t it.)
Every Question Tells a Story (don’t it.)          We created an animation to help tell the story          behind a Questio...
Ideas, ideas and more ideas…just try ‘em!
Ideas, ideas and more ideas…just try ‘em!       How about…       • Infographic demonstrating AaE       • Paid ad on Google...
Discussion…
Thank You! Jeff Hino Learning Technology Leader Ask an Expert Coordinator Oregon State University jeff.hino@oregonstate.edu
Marketing Ask an Expert (Oregon State University)
Marketing Ask an Expert (Oregon State University)
Marketing Ask an Expert (Oregon State University)
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Marketing Ask an Expert (Oregon State University)

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Once folks understand what it is, Ask an Expert is an easy sell. But are you marketing it effectively to build your program? This session will explore a variety of creative ways to market Ask an Expert both internally and externally. We’ll share examples of marketing plans, and how to build a branded identity. We’ll also demonstrate how we are using video, radio PSAs, brochures, flyers, press releases, presentations, and social media—and even lip balm– to get the word out. What worked? What didn’t? What could the future hold? We’ll give you several easy-to-initiate take home ideas for marketing Ask an Expert in your state. We’ll also discuss how we might share marketing resources. So come prepared to share your efforts and ideas about creatively marketing Ask an Expert!

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Marketing Ask an Expert (Oregon State University)

  1. 1. Marketing Ask an Expert Jeff Hino, Oregon State University
  2. 2. Presentation Goals• Share ideas for creative approaches to marketing AaE using examples from OSU• Encourage discussion• Explore collaboration and sharing nation-wide
  3. 3. Why Market Ask an Expert? • AaE is a catalyst to provide an inroad for clients to pursue all types of information in all formats. • It offers a powerful means to market Extension • Questions are among the best means we have of gauging attention of our clients...Often our only one!
  4. 4. Marketing Planning Marketing Author/Guru Seth Godin says the best way to learn marketing is to do marketing. • Goals: • Bring more (and different) eyeballs to our website • Leverage relationships with our clients • Increase Extension faculty and staff enrollment in the system • Encourage more questions • Encourage more non-horticulture questions • Provide a means for agents & others to market AaE to their clients
  5. 5. Internal and External Marketing• Internal Audiences: Faculty, staff, administrators, volunteers• Internal Marketing can help meet AaE challenges • Get the word out about AaE: can we get extension personnel to share AaE with clients as a key SERVICE? • Create a buzz, build enthusiasm, reduce resistance, increase participation • Encourage deeper use of AaE ties to content delivery…AaE as a way of knowing
  6. 6. Internal Marketing: What We’ve Done• Branding• Trainings and overview seminars• Newsletter items• Reports - ADM• Displays at OSU events and conferences• Promote recognition of individuals involved in AaE
  7. 7. Statistics are a Marketing Tool400350300250200150100 50 0 Questions Resolved by Oregon Experts 2011-12
  8. 8. What are they asking about?
  9. 9. A Berry Emergency!Q: “My boyfriend just at some berries growing in the garden…now he has an upset stomach.”Response:• Call Poison Information Center!• Posted identification of berry on AaE• Revised Pamphlet on berries• Press release• Story picked up by 2 TV news stations Photo: Barbara Fick
  10. 10. Kudos from Users – they can be your best marketers! “OH MY Gosh !!!!!! What a great and prompt response. You answered my questions and gave me additional information. I wish I had a college age kid: I send him/her to OSU!” --Comment posted by Anonymous Guest June 12, 2012 Full question and response at: http://www.extension.org/aae/question/91181
  11. 11. Recognition is a Marketing Tool The Vice Provost for Outreach & Engagement awards the AaE Deployment Team and Question Monitors Special Recognition for Organizational Transformation
  12. 12. Internal and External Marketing• External Audiences • A key audience type is the extension volunteers demographic • For over half those using AaE this is their first interaction with Extension • Business cards • Post cards • Press releases
  13. 13. Marketing Materials• Display
  14. 14. AM 2 9 :5 8 7/ 12/ 1Feature Articles sk an Ex p er t is fo u rt h b u si est in n at io n OSU’ s A 61° ation usi est in n fourth b ALLIS , CORV DEWITT pert is Y JOCE k an Ex • B 8:00 AM e 7, 2012 d servic SU’s As JULY 0 -TIM ES et- b ase O GAZETT E ft ernoon ,a n Intern ersit y’s Univ id ay a State 3,565 As of Fr rough Oregon lp ed to resolve offere d th e has he n Servic 011. Extensio sinc e M arc h 2 by q uestio ns c reated p rogram used b y 74 ational m that is rt is a n ught Ask an Exp e xtension Syste rogram has c a d ative E ased p onal an Coop er s. The OSU- b c al, nati it ie d s of lo ariety of univers on of thousan rs in a v nd nti ke siness a the att e nal ad vic e see stry, family, b u o e internati s, inc lud ing for gorie c ate arning ure. Hino, le hortic ult s aid Jeff ord inator of e ab out t year,” , and c o rc ent ar time las an this ommunic ation s bo ut 60 p e e th unit y. A ent mor nt station c c om m 50 p erc xp erime at least Internet e ons are extension and e into an “ Our q uesti er in tension t- used w it hin th ove Ex th mos gy lead orts to m ur tec hnolo k an Exp ert. ational eff b ec ome the fo OS U’s As further n xp ert has lished to Ask an E f users as estab ’s an E xp ert w er a year, OSU stead o ngine. In uter- b ased Ask ov earc h e a c omp said . In ternet s age, he rogram. of an In urc es through their loc ality. nationa lp version ne reso nalized li xp erts in nty as is like a p erso us p otential on rs to human e ery c ou gram mero ng us e d exp e rts in ev The p ro nnec ted to nu s are c onnec ti es — an gett ing co , human n c ounti g system 6 Orego ers are matc hin e in all 3 age, us a p resenc rvic e w eb p f resid e nc e. ten sion has nsion se their c ounty o formation to OSU Ex sid e of the exte tion and s ntextua l in w ell. rt log o on the n typ e in a q ue ges to ad d c o n Exp e ey c a ima e Ask a field s w here th ree 8- megab yte SU lic king th k th ,” said O
  15. 15. Radio PSAs• OPB Radio 15 second radio spots“Our listeners support OPB and so does OSU Extension Service…”• (Summer 2011) “…Introducing Ask an Expert. Answering your real- world questions with research-based answers online at Extension dot Oregon State dot E-D-U.”• (Fall 2011) “…Where you can ask a question and a get an answer from Extension’s Ask an Expert service, online at Extension dot Oregon state dot E-D-U.”
  16. 16. Social MediaFeatured on our FB page• Question of the Week• Timely and popular questions
  17. 17. AaE Lip Balm?!
  18. 18. Cycle Oregon
  19. 19. Flaunt it on your site
  20. 20. Our Ask an Expert Website Banner Animation http://www.youtube.com/watch?v=wf4CEm LP7NA&feature=youtu.be
  21. 21. Question of the Week…the answer
  22. 22. Every Question Tells a Story (don’t it.)
  23. 23. Every Question Tells a Story (don’t it.) We created an animation to help tell the story behind a Question of the Week concerning fruit flies in police evidence. http://www.youtube.com/watch?v=jayJVuu NDcc
  24. 24. Ideas, ideas and more ideas…just try ‘em!
  25. 25. Ideas, ideas and more ideas…just try ‘em! How about… • Infographic demonstrating AaE • Paid ad on Google and Facebook • Meet the expert videos • Pinterest page for AaE • Pachyderm modules • Tweets of all Questions and Answers • Best question of the year award • Top Tier Expert Awards • Ask an Expert Tattoo • Signs on the sides of buses • Others?....
  26. 26. Discussion…
  27. 27. Thank You! Jeff Hino Learning Technology Leader Ask an Expert Coordinator Oregon State University jeff.hino@oregonstate.edu

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