Marketing Extension in Louisiana: Image and Opportunity

This image survey supports a marketing Extension strategic plan of the Louisiana Cooperative Extension Service. Samples of rural and urban publics were surveyed by telephone and compared on key variables. The general public was somewhat aware of Extension, a majority of users were satisfied, and nine Extension programs were perceived to be potentially useful. The rural audience had a more favorable image than the urban audience. Specific recommendations to boost Extension's image include complementary mass media and grass-roots identity strategies, and capitalizing on recognized programs.