Telling the Story ofAmerica’s Land Grant

Colleges

Marketing Strategy

• Experiment Stations engaged in a two-fold public relations strategy

• Develop and regularly deploy compelling message materials, including op-ed contributions, blog posts, and regional media placements

• Plan strategically targeted grassroots public relations events with the target audience

New Structure to Foster Better Results • Monthly conference calls to discuss strategy and enhance accountability

with a newly formed ESCOP System Marketing and Communication Committee chaired by Gerry Arkin

• New Members:• Stephen Herbert, Director, Massachusetts Agricultural Experiment Station • Michael Hoffmann, Director, New York State Agricultural Experiment Station • Nancy Cox, Associate Dean for Research; Director Animal Physiology, University of Kentucky• Mark Hussey, Vice Chancellor and Dean of Agriculture and Life Sciences, Texas A&M• Makola Abdullah at Florida A&M University• Marvin Burns at Langston University.

• Returning Members:• Bill Ravlin, Associate Director, Ohio Agricultural Research and Development Center, The Ohio State

University • Mary Duryea, Associate Dean for Research and Associate Director Reforestation and Urban

Forestry, University of Florida • Ron Pardini, Associate Director & Interim Dean, College of Agriculture, Biotech & Natural Resources,

University of Nevada• Colin Kaltenbach, Vice Dean, College of Agriculture-Life Sciences and Director of Experiment

Station, University of Arizona

Recent Media Placements

• June 21, 2010- Mark McLellan, “Cost of Cuts at Land Grant Universities,” Delta Farm Press

• May 10, 2010- Al Levine, “Those Despised Earmarks May Fund Vital Research,” Politico

• March 8, 2010- Al Levine, “Marketing isn’t Enough to Combat Childhood Obesity,” The Daily Caller

• February 24, 2010- Stacey Antine, “The Challenge of Childhood Obesity,” AOLnews.com

Past Media Placements

• December 1, 2009- Al Levine and Brian Atwood, “World Hunger Requires Research Not Rancor,” Huffington Post

• November 17, 2009- Deborah Szekey and David Kessler, “Let Our Children Lead the Way to a Healthier Future,” Huffington Post

• November 2, 2009- “Emerson Works Out with Seniors,” Argus Democrat

• September 16, 2009- Melvin Johnson, “Agricultural Research is a Healthy Investment,” The Tennessean

• March 8, 2009- Al Levine, “The Art of Science and Agriculture,” Washington Times

Past Media Placements

• January 23, 2009- Ethanol stories by Ken Cassman: “Corn Ethanol Produces Half Emissions of Gas,” Dow Jones News Wire. “Ethanol Not So Wasteful, Report Says,” Omaha World Herald. “Ethanol Study Touts Emissions,” Argus Leader. “New Study Claims Corn Ethanol Help Environment After All,” Wall Street Journal. “Research Finds Ethanol Less a Threat to Environment,” Grass Island Independent.

• July 31, 2008-Susan Kirchoff, “Money for Crop Research Just a Drop in the Bucket,” USA Today

• July 8, 2008- “Alexandria Receives Agriculture Update on Tour, “ Alexandria Town Talk

Placement Impact

Politico is one of the most visited newspaper sites in the U.S. In the last six months, the site has averaged on a monthly basis: 7:39 minutes average time spent per person; 3.23 million unique visitors per month; and 18.77 million page views per month

Receives an average of 3.5 million hits per day according to Cision New Media Analysis

The Huffington Post is the largest independent news sites in the world. It receives 12.3 million unique page views a month which is more than the Washington Post, Wall Street Journal and Los Angeles Times.

USA Today has the largest circulation of any newspaper in the United States, with more than two million copies circulated each business day.

Delta Farm Press provides growers and agribusiness with in-depth coverage of the region's major crops plus the legislative, environmental and regulatory issues that affect their

businesses.

What Goes Into a Media Placement

• Utilize national media contacts and the final result is sometimes better than the original intent

• .300 batting average- 1 success for every 3 attempts• Sometimes requires multiple

rewrites and multiple media pitches

What’s Next?: upcoming op-eds

• Bruce McCarl article on the need for further Ag research on climate change

• Adam Liska article on the need to include greenhouse gas emissions from US military operations in the Persian Gulf in any estimate of the comparative carbon footprints of oil and biofuels

Multiple Institutions planning pieces: September 2010 “National Childhood Obesity Awareness Month”

Best Practices for Grassroots Events

Change in grassroots tactic • Distribute best practices document through Regional

Directors• Highlights of Suggestions

1. Media Outreacha. Invite the mediab. Link the visit to an important political or national issuec. Utilize in-house media professionalsd. Make it convenient to the media

2. Logistical Considerationsa) Location, location, locationb) Avoid conference rooms

Editorial and Story Ideas • Economic Recovery

• Job training and professional development

• Michelle Obama and Childhood Obesity Initiatives • Administration’s stated strategies include updating child

nutrition policies in a way that addresses the best available scientific information and ensuring access to healthy, affordable food in schools and communities

• Climate Change• Highlight work of institutions as legislation in Congress

stalls

• Energy Independence• Renewables, conservation, sustainability

Conclusion

• Full participation needed within system to maximize success

• Continually look for ways to improve execution of marketing strategies

• Develop regular editorial contributors to tell stories