ANR

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ANR Communities _at_ MSU A Marketing
Challenge MSU Extension and Research Station
Council Radisson HotelLansing, Michigan March 9,
2004
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• Marketing Challenges
• Very little public awareness and understanding of
  ANR_at_MSU programs
• Limited public understanding of MAES MSUE
• Lack of CANR identity and image

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• Marketing Planning Team
• Representatives from CANR, MSUE, MAES, CVM, CHE,
  University Relations
• Extensive marketing expertise
• Timeline February-May
• Draft plan to Dean DirectorsJune 1

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• Key Planning Assumptions
• MSU is flagship brand Advancing Knowledge.
  Transforming Lives.
• ANR Community programs are campus-and
  state-wide
• CANR, MSUE, MAES will continue discrete marketing
  efforts

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• Key Planning Assumptions (cont.)
• Marketing ANR Communities _at_ MSU will enhance
  discrete MAES, MSUE and CANR efforts

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Our Marketing Must Be Coordinated and Integrated
Beginning with
CANR
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Our Marketing Must Be Linked to Priorities, Goals
and Initiatives

• Food and Health
• Environmental Stewardship and
• Natural Resource Policy and Management
• Enhancing Profitability of Agriculture
• and Natural Resources
• Secure Food and Fiber System
• Families and Community Vitality

• Career-ready socially responsible graduates
  equipped for life-long learning.
• Efforts to provide a safe, secure and healthful
  food supply.
• Programs aimed at encouraging environmental
  stewardship and natural resources management
  among stakeholders.
• Promote (socially) responsible land use for
  current and future generations including farmland
  and green-space preservation and sprawl
  management and education.
• Family, youth and community vitality.
• .

• Helping Youth Succeed
• Enhancing Profitability in
  Agriculture
• Encouraging Responsible
• Land and Natural Resource Use
• Building Strong Communities
• Building Healthy Communities

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The Marketing Strategy Must Support and Leverage
MAES and MSUE Branding and Positioning
MSUE Positioning Branding Bringing Knowledge
to Life
MAES Positioning Branding Research for Your
Future

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We Must Develop a Marketing Strategy That
Capitalizes on Partnerships with Other Colleges
MAES Branding Positioning
. Advancing Knowledge. Transforming Lives.
CANR Branding Positioning
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Our Marketing Must Be Consistent, Cooperative
and Mutually Supportive
Farm Bureaus, DNRs, Apple Committees Priority
Issues Messages
Unit Areas of Excellence

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• Priority Areas of Marketing Focus
• Key decision-maker stakeholder awareness and
  understanding
• Undergraduate student recruitment
• Support for the Capital Campaign

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• Key Strategies to Meet Needs
• A marketing approach to all communications
  public relations activities
• More emphasis on media relationstelling our
  story
• Deployment of more powerful electronic
  communications tactics
  web portal, e-publications,
  e-messaging, etc.

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• Discussion
• Are we on the right path?
• What are we missing?
• Excellent comments from Jan. 12 discussion.
• Other suggestions and recommendations?