Bring on The Brand: Orchestrating Extension’s Brand Message Through Audience Tone and Feedback

Cooperative Extension systems play a vital role in communicating science advancements to communities; however, success in this area relies on communities’ awareness and trust of the services provided. This study aimed to understand the brand of a state Extension system through a deep exploration of the perceptions of internal and external stakeholders. To gain insights from a wide range of stakeholders, an online form was made available to collect thoughts and opinions related to the [State] Extension system. The form was accessible during the fall of 2023. A total of 150 individuals shared their experiences with the Extension system. Major themes emerged from the analysis, reflecting the interests of [State] Extension stakeholders, including both positive and negative perspectives. For example, within the theme of organizational culture and dynamics, respondents highlighted concerns about [State] Extension becoming “fractured” and “tone-deaf” over time in keeping up with evolving trends in Extension education. Conversely, respondents commended [State] Extension for its efforts in fostering relationships with clientele and promoting a healthy working culture. Results from this study identified marketing as a major challenge, with stakeholders noting a perceived inadequacy in reaching new audiences and emphasizing the importance of prioritizing clientele outreach. Additionally, key themes highlighted the need to address issues such as pay scale enhancement, opportunities for career growth to attract more employees, and addressing public knowledge gaps related to Extension and specific programming.