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Using Mass Media for Extension Messaging

This group is for a 2019-2020 New Technologies for Ag Extension (NTAE) project led by the National Pesticide Safety Education center with partial support from the eXtension Foundation. The project is focused on using Mass Media - radio and digital ads- to drive the public to Extension resources.

Prairie View A&M Cooperative Extension Campaign Week 1-6 Metrics are in!

 

It's been an exciting run - our Prairie View A&M Cooperative Extension Pilot has concluded on our radio and digital networks. 

Below are the metrics from our radio and digital outreach initiatives:

 

  • AgNearMe.com, the campaign landing page received a total of 2,732 website views during the six weeks.
  • Radio messaging brought in a total of 1,243 unique website visitors, and our digital providers brought in a total of 1,489 unique website visitors 
  • 27 people visited the PVAMU website after visiting AgNearMe.com.
  • 162 people provided their email addresses to learn more about our spotlight content (Pollinator Prep Guide, Pollinator Personality Quiz & Pollinator Garden Blueprint).
  • Over the six week pilot, our radio messaging through the Texas State Network (which broadcasted across the entire state of Texas) reached 21,411,900 people.
  • Over the six week pilot, our radio messaging through the Gow Media network (which broadcasted in the Houston area) reached 1,270,500 people.
  • Our banner ads displayed through Learfield IMG on college sports websites garnered 1,181 total clicks (these are people who saw the banner ad and clicked through at least once to AgNearMe.com).
  • 620 people read our three Culture Map articles, spending an average of 3 minutes, 27 seconds on the first article published on June 25, 2020; 2 minutes 50 seconds on the second article published on July 8, 2020; and 2 minutes, 39 seconds on the 3rd article published on July 22, 2020.  

 

We are thrilled to review these metrics in detail during our upcoming eXtension webinar, scheduled for Tuesday, August 25, 2020 at 3PM EST. Please stay tuned for more information about this upcoming webinar, as well as the outcome of our social media initiatives on Facebook, Instagram and Twitter!

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The Extension Foundation was formed in 2006 by Extension Directors and Administrators. Today, the Foundation partners with Cooperative Extension through liaison roles and a formal plan of work with the Extension Committee on Organization and Policy (ECOP) to increase system capacity while providing programmatic services, and helping Extension programs scale and investigate new methods and models for implementing programs. The Foundation provides professional development to Cooperative Extension professionals and offers exclusive services to its members. In 2020 and 2021, the Extension Foundation has awarded 85% of its direct funding back to the Cooperative Extension System, 100% of funds are used to support Cooperative Extension initiatives. 

This technology is supported in part by New Technologies for Agriculture Extension grant no. 2020-41595-30123 from the USDA National Institute of Food and Agriculture and membership funding. Any opinions, findings, conclusions, or recommendations expressed in the content are those of the author(s) and do not necessarily reflect the view of the U.S. Department of Agriculture. For more information, please visit extension.org. You can view the terms of useat extension.org/terms.

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