Transcript So, Now I’m a Marketer, Too?

Writing Effective Impact Statements
Communicating the Public Value of K-State Research and Extension
Presented by
Department of Communications
Pat Melgares
Why write for impact?
• It makes a difference….
News releases – print, radio, TV
Organizational marketing
Kansas Legislative Report
Partners/funders/stakeholders
Newsletters, postcards, fact sheets, displays,
etc…
Progress reports
Promoting your programs
Bottom Line
• Impact helps to tell the K-State Research
and Extension story
• Funding and other support often depends
on how well we are able to tell others how
our work benefits our communities (public
value)
Impact is not…
• An activity report
• A list of numbers served or involved
• A description of services or processes
Impact…
• Explains accomplishments
• Explains payoff to society
• Can be understood by non-scientists
Good impact statements…
• Illustrate change or potential change in
such areas as
Economic value/efficiency
Environmental quality
Social well-being
Health and well-being
Simple is Good!
• Ask the “So What” question.
Simple is Good!
• Ask, “Who Cares…and Why?”
So, Simply…
• Provide only enough detail to provide
context (keep ‘em short)
• Highlight the public benefit, public value
Impact Activity
The goal within K-State Research and Extension is to involve a representative cross-section
of residents in all planning and outreach activities. There are, however, several specific
programs that target under-served audiences for higher levels of involvement. These
programs address needs of economically disadvantaged agricultural producers, youths,
families, and communities and provide knowledge, skills, and practices where needs are
great. Specific examples of work with under-served and under-represented groups:- Extension
faculty and staff in counties surrounding Fort Riley are collaborating to develop strategies
and marketing materials targeting military families. With an expectation of more than 30,000
people coming to the area, this is an opportunity to increase the reach of extension programs
to nontraditional, underserved, and emerging audiences. It is essential they learn about basic
military practices and procedures so that we might better serve and partner with this new
audience.- Wyandotte County has seen a recent dramatic increase in Latino population going
from 9% to 17% of the county’s population in just five years. There is a Spanish-speaking
population of around 30,000 residents that will benefit from the educational programs offered
by establishing a Latino community outreach program through Wyandotte County Extension.
A bilingual Family and Consumer Sciences Extension agent hired in 2004 will continue to
develop excellent collaborations with human service agencies and other organizations that are
reaching out to this community. - Expanded Food and Nutrition Education Program (EFNEP)
and Family Nutrition Program (FNP) target low income and ethnically diverse populations.
EFNEP will add one agent position in Wyandotte County as a result of increased funding.
Impact Statement
The goal within K-State Research and Extension is to involve a
representative cross-section of residents in all planning and
outreach activities. There are, however, several specific
programs that target under-served audiences for higher levels
of involvement.
These programs address needs of economically disadvantaged
• agricultural producers,
• youths,
• families, and
• communities.
Impact Statement
K-State Research and Extension provides knowledge, skills,
and practices where the needs are great.
Some specific examples of work with under-served and underrepresented groups include:
• Extension faculty and staff in counties surrounding Fort Riley
are collaborating to develop strategies and marketing materials
targeting military families. With an expectation of more than
30,000 people coming to the area, this is an opportunity to
increase the reach of extension programs to nontraditional,
underserved, and emerging audiences. It is essential they learn
about basic military practices and procedures so that we might
better serve and partner with this new audience.
• Wyandotte County has seen a recent dramatic increase in Latino
population going from 9% to 17% of the county’s population in just five
years. There is a Spanish-speaking population of around 30,000
residents that will benefit from the educational programs offered by
establishing a Latino community outreach program through Wyandotte
County Extension.
A bilingual Family and Consumer Sciences Extension agent hired in
2004 will continue to develop excellent collaborations with human
service agencies and other organizations that are reaching out to this
community.
• Expanded Food and Nutrition Education Program (EFNEP) and Family
Nutrition Program (FNP) target low income and ethnically diverse
populations. EFNEP will add one agent position in Wyandotte County as
a result of increased funding.
Focus on the important stuff
• Did this increase knowledge? For who?
• How is the knowledge being used in my
community?
• What were the specific behavior or
situation changes?
Keys to writing
• Know your focus
• Avoid long details – aim to provide
understanding (7th grade level)
• Avoid jargon or technical terms
• Use everyday language
Writing Tip
• Incorporate a Success Story
A single, quantifiable example of behavior or other
change based on something you did
These can be powerful testimonials
Puts a human face on the subject
Complements your facts and figures
Evaluate
• Did you give readers the bottom line?
• Have someone else read your impact – do
they understand what you’re saying?
Evaluate
• Did you report impact in terms of…
Knowledge gained (and how it was used)
Behavior or attitude changes
Changes in practices or situations
Economic, social or environmental change
Summary
•
•
•
•
•
Simple is good
Know your focus
Report the bottom line
Communicate positive change
Write so that your impact can be
understood by many
Questions