promoting extension: they come for the news. they stay for the programming

Promoting ExtensionThey come for the news,

they stay for the programming Sean Corp

Katie GervasiMindy Pratt

Paula SheynermanBeth Stuever

June 26, 2014

The problem

How do we help people continue to feel connected to Extension when

decreased funding limits educator’s ability to make one-on-one

connections?

Goals• Help Extension field and campus connect with

clientele quickly and efficiently • Improve clientele’s

access to related information

• Bring new people into the Extension family

• Protect the brand

Media flow: old school

MSU Extension NewsThe newest information and research from Michigan State University Extension in one convenient, online location. Updated daily.

Out with the old

In w

ith th

e ne

w

TopicsNewsEventsExpertsProgramsResources

Sessions

Page views

Channels - News

Channels - Events

Channels - Programs

Channels - Resources

Michigan = Super Users

* Jan. 1 – March 31, 2014

Where they are coming from

339,412 sessions

Where they are coming from

591,107 sessions

Reaching People in Michigan

* Location of ISPs of website visitors

Topic specific electronic newsletters drive traffic to the website• Newsletters link people to the website ≈ 6,400 times

each month.

MSU Extension Electronic Newsletters (Digests)

• 8,460 contacts receive to 52,095 newsletters/month • 6 newsletters per contact

• Excellent rates for industry• Opens

– MSU Extension newsletters: 36%– Education industry: 20%

• Click-throughs– MSU Extension newsletters: 34% – Education industry: 13%

MSU Extension News Digest Breakdown

Easy to subscribe•Sign up on website

•Sign up on Facebook

•Text MSUE to 22828

• Custom newsletters give educators ownershipIncreasing Engagement

Being present and strategic in social media brings results!

Use your stats to guide youApril 2012-March 2013 April 2013-March 2014

Images increase engagement

Content =social capital

Traditional media v. new mediaTraditional media New media

Means of communication prior to the internet.

The introduction of web 2.0 technologies delivering news from digital devices anytime,

anywhere.

Measurable Digital Mentions

Measurable Digital MentionsU.S. – 2012-13

Measurable Digital MentionsMichigan – 2012-13

Measurable Digital MentionsU.S. – 2013-14

Measurable Digital MentionsMichigan – 2013-14

Digital Packages

Digital Packages

Staffing for successMSU Extension News•Posting >350 articles/month•Sending 140 digests/month•Entering events•Updating other content•Manage social media (new position)•Manage news presence (restructured position)•Strategic manager (working differently)

10 com pros (6.5 FTE)2 IT pros (1 FTE)+ 2 to 4 students (~1.5 FTE)

Extension has an audience!