1. Extension Brand Value Research
North Dakota Supplement Findings
Prepared for:
December, 2008
This report is solely for the use of client personnel. No part of it may be circulated, quoted, or reproduced for distributi on
outside the client organization without prior written approval from Copernicus Marketing Consulting and Research.
Copyright 2008 COPERNICUS, all rights reserved

2. Overview
This is a detailed report on findings from the North Dakota state-
supplement to the National Cooperative Extension Brand Value study.
This report will explore the following:
1. Where are we today?
– Current Extension Branding
2. What is our potential to increase relevance?
– Extension Brand Potential
3. How do we get there?
– Improving Brand Value
This report will also address state-supplement questions that were
asked only in North Dakota.
1

3. Methodology
A total of 300 interviews were conducted during June – July 2008, in
North Dakota.
 Interviews were conducted online, and lasted for 15 minutes on average
 Participants were members of a representative online panel
 Sample quotas were implemented to ensure a demographic mix of consumers
was included in the research
 Further sample balancing was performed to ensure the data accurately reflects
the North Dakotan population on key demographic criteria*
*Criteria include: Gender, Age, Urban/Rural, Ethnicity, Education, & Household Income. 2

4. Current Extension Branding
General awareness and knowledge of “Land-Grant” Universities is low in
North Dakota, but somewhat higher than in other states.
Awareness / Knowledge
Have Heard of the
Term Land-Grant
University
Know that there is a
Land-Grant University
in their State
Correctly Named Land
Grant University in their
State
Q2. Have you heard of the term “Land Grant University”?
Q3. Is there a Land Grant University in your state?
Q4. What is the name of the Land Grant University / Universities in your state? 3

5. Current Extension Branding
Eighty-three percent are aware of the NDSU Extension Service – more than
double the national rate of in-state Extension program awareness. However,
very few North Dakotans know that their state Extension is a part of a larger
network.
Awareness / Knowledge
Have Heard of
Cooperative Extension
Have Heard of their
State Extension
Program*
Know that their State
Extension is Part of a
National Network*
Q5. Have you heard of a community outreach program called “Cooperative Extension”?
Q6. Have you heard of [STATE EXTENSION NAME]?
Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative Extension
System”?
*Respondents were asked about their state Extension program; those in North Dakota were asked about North Dakota State University
(NDSU) Extension Service. 4

6. Current Extension Branding
Familiarity with NDSU Extension is much higher compared with Extension
familiarity in other states – more than half of North Dakotans are at least
somewhat familiar with NDSU Extension. Still, an opportunity exists to
increase familiarity.
Familiarity
(Among those who Have Heard of their State Extension Program)
Extremely Familiar
Very Familiar
Somewhat 31%
Familiar
52%
Slightly
Familiar
Not at all
Familiar
Nationally North Dakota
Q9. How familiar are you with [STATE EXTENSION NAME]? 5

7. Current Extension Branding
Extension usage rates in North Dakota are much higher than in the rest of the
country, although more than half of North Dakotans have never utilized
Extension.
Extension Usage
Have Ever Used
Extension
Have Used Extension
in the Past 12 Months
Q7. Have you ever used [STATE EXTENSION NAME] information, programs or services?
Q8. Have you used [STATE EXTENSION NAME] information, programs or services in the past 12 months? 6

8. Current Extension Branding
Awareness of 4-H is as high as Extension, and much higher than Master
Gardener, but only 22% know that 4-H is a part of NDSU Extension.
North Dakota Nationally
Awareness Use of 4-H / MG Knowledge that 4-H / MG is
Part of Extension
Extension 4-H Master 4-H Master 4-H Master
Gardener Gardener Gardener
Q14. Have you heard of the 4-H Youth Development program?
Q15. Is 4-H affiliated with [STATE EXTENSION NAME]?
Q16. Have you had any involvement with 4-H in the past 12 months?
Q17. Have you heard of the Master Gardener Program?
Q18. Is the Master Gardener Program affiliated with [STATE EXTENSION NAME]?
Q19. Have you had any involvement with the Master Gardener Program in the past 12 months? 7

9. Current Extension Branding
North Dakotans have heard about Extension through a variety of sources in the
past 12 months – with brochure, pamphlet or flier being the most commonly
cited.
Ways Recently Seen or Heard about Extension
(Among those Aware of Extension)
Family member, friend, or colleague
Newspaper
Internet / web / email
Brochure, pamphlet or flier
Television
Radio
From a display or booth set-up in
the community
Something you received in the mail
Community member or leader
From an Extension employee /
volunteer
Magazine or newsletter
From a seminar or course you took
Q11. Through which of the following have you seen or heard something about [INSERT STATE EXTENSION NAME] in the past 12
months? 8

10. Extension Brand Potential
Extension covers areas that are relevant – there is broad consumer
agreement on the importance of most of these areas.
Consumer Agreement with Statement*
We really need
programs that:
• Teach people how to better
manage finances
• Help youth develop
leadership skills
• Teach parenting & family
communication skills
• Educate the public on
protecting the environment
• Teach people how to live
healthier lives
• Teach small business owners
the skills needed to succeed
• Can help our farmers succeed
• Educate homeowners about
gardening / landscaping
Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how
much you agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor
Disagree, Somewhat Disagree, Strongly Disagree)
*Percent Strongly / Somewhat Agree 9

11. Extension Brand Potential
Many consumers sought help (information / programs / services) from some
resource in the areas Extension focuses on.
Recent Seeking of Help in Area
(From Some Resource)
Any of these Areas
Personal Health
Personal Finance
Gardening & Landscaping
The Environment
Family
Small Business
Youth Development
Community Improvement
Ag. / Farming / Ranching
Q20. For which of the following areas have you sought information, services, or programs, in the past 12 months? 10

12. Extension Brand Potential
As seen earlier, Extension usage rates are much higher in North Dakota than in
many other parts of the country, however, a significant opportunity still exists to
become more relevant in many of the programmatic areas shown below.
Use of Extension
(Among People who have Sought Help in Each Area)
Personal Health
Personal Finance
Gardening & Landscaping
The Environment
Family
Small Business
Youth Development
Community Improvement
Ag. / Farming / Ranching
Q21. Did you use [STATE EXTENSION NAME] or some other resource for information/programs on [PROGRAM AREA]? 11

13. Extension Brand Potential
Extension delivers on its promise – those who have used Extension give it
very strong ratings. The same cannot be said of other resources people
have used.
Perceptions of Extension Perceptions of Other Resources
(Among those Using Extension) (Among those Using Other
Resources)
83% 83%
51%
Excellent 39%
Very Good
Q22. How would you rate [STATE EXTENSION NAME] in providing the information / guidance you needed on [INSERT
PROGRAM AREA]?
Q24. How would you rate these other source(s) in providing the information / guidance you needed on [INSERT
PROGRAM AREA]? 12

14. Extension Brand Potential
Consumers would like the government and universities to do more to improve community
life. The lower proportion of North Dakotans “wishing their community could benefit more
from University research/knowledge” may be reflective of the relatively stronger presence
that NDSU Extension already has in the state.
Consumer Agreement with Statement*
Government organizations
should do more to offer
programs and services that
improve community life
I wish my community could
benefit more from the
research and knowledge in
our universities
Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you
agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat
Disagree, Strongly Disagree)
*Percent Strongly / Somewhat Agree 13

15. Extension Brand Potential
Universities are perceived to be a more credible source of information than
the government. More North Dakotans feel they can turn to Universities in
their state for information/programs, compared with the rest of the country.
Consumer Agreement with Statement*
I am more likely to believe
information if I know it’s
provided by a reliable source
such as a major university
I am more likely to believe
information if I know it’s
provided by the government
I know I can rely on the
universities in my state for
information and programs, if
I need them
Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you
agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat
Disagree, Strongly Disagree)
*Percent Strongly / Somewhat Agree 14

16. Extension Brand Potential
Most consumers are interested in “non-formal” learning; very few believe
that programs charging a fee are better than those that are free.
Consumer Agreement with Statement*
I like to learn new things by
reading, taking courses or
participating in seminars
I would be interested in
taking classes to learn new
things / skills, even if the
courses do not count
towards a diploma or degree
Educational programs that
charge a fee provide much
better learning / knowledge
than those that are free
Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you
agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat
Disagree, Strongly Disagree)
*Percent Strongly / Somewhat Agree 15

17. Extension Brand Potential
A description of Extension was read by consumers who did not know
of Extension:
As you may have gathered through the questions asked so far, the Cooperative Extension System is a
national network of land-grant universities that brings research-based information, services and
programs to the community. The local Cooperative Extension System partner in your state is [STATE
EXTENSION NAME].
Information and programs offered through the Extension system are based on up-to-date learning and
reviewed by experts in the specific areas before they’re brought to the community. You can be sure that
you’ll receive valid, reliable information and programs in a variety of areas to improve quality of life.
About 3,000 Extension offices, roughly one in each county, are available as a resource for you to use. A
variety of information / programs are offered in areas such as:
• Youth Development
• Agriculture / Farming / Ranching
• Gardening & Landscaping
• Environment
• Personal Health
• Family
• Personal Finance
• Small Business
• Community Improvement
In addition to the offices that you can call or visit, there is an online resource, eXtension.org, to bring you
the best, research-based information on a variety of topics.
16

18. Extension Brand Potential
Most people who do not know about Extension react positively to finding out
about it.
Knowledge Interest in Knowledge Interest in
of Extension Extension of Extension Extension
Like it Very Much
People Who 73%
65%
Know About
Extension
Like it Somewhat
Do Not Know
About Neither Like nor
Extension* Dislike
North Dakota Nationally
Q26. Which of the following best describes your overall impression of this resource you can benefit from? (Like it Very
Much, Like it Somewhat, Neither Like nor Dislike, Dislike it Somewhat, Dislike it Very Much)
*Includes those not aware of (State Extension) & those aware but not at all familiar with it. 17

19. Extension Brand Potential
Having found out about Extension, most people expect to use the information /
programs it provides.
Likelihood to Use Extension*
One of these Programs
Personal Health
Gardening & Landscaping
Personal Finance
The Environment
Family
Small Business
Community Improvement
Youth Development
Ag. / Farming / Ranching
Q27. Which of the following [STATE EXTENSION NAME] information, programs, or services are you likely to take
advantage of in the next 12 months?
*Asked to everyone in the study 18

20. Improving Brand Value
This research confirms the importance of building Extension
awareness and familiarity
 At present, Extension has modest awareness and familiarity among the
general public
 However, those that do know Extension have a strong appreciation for
what it provides
 And others (who do not know Extension) react favorably to finding out
about what it provides
 Finally, Extension offers programs on issues / areas that are very
relevant to the American public
19

21. Improving Brand Value
Stronger association with “National Cooperative Extension” has the potential to
improve consumer perceptions of their State Extension programs.
Among Consumers Who Know About Their State Extension Service
Knowledge About Impact of Making Knowledge About Impact of Making
State-National Consumers Aware State-National Consumers Aware
Connection of Connection Connection of Connection
Greatly Improves
Know the Connection Perception of State
Between State & Extension
National Extension
52% 59%
Somewhat Improves
Perception
Do Not Know That State
Extension Service is
Part of National Makes No
Extension Difference
North Dakota Nationally
Q12. Did you know that [STATE EXTENSION NAME] is part of a national network of universities called the “Cooperative
Extension System”?
Q13. How does knowing that [STATE EXTENSION NAME] is part of a national network affect your perception of
[STATE EXTENSION NAME]? 20

22. Improving Brand Value
What should Extension stand for?
What should it deliver and communicate to the
American public, most of whom do not know anything
about Extension?
21

23. Improving Brand Value
Twenty-five different characteristics were explored in this research.
Trustworthy Source Change Agents
• Provides information you can trust • Works to bring positive change to the community
• Is an organization you can trust • Is dedicated to solving problems in the community
• Works at improving the lives of the disadvantaged
Current / Reliable Information
• Provides the latest, research-based information on a variety of In-person Support
topics • Has people you can turn to for help on many different issues
• Provides information and resources that are relevant to the needs • Has local offices in your county that you can rely on
of your community • Offers programs that can provide you with in-person training and
• Keeps up with the latest science and thinking help
Expert Review Scope Of Work
• Provides information that has been reviewed by experts • Offers information and programs for all types of people in the
community
Convenient Access University Connection
• Has information available via the Internet so you can get it when • Provides your community with educational programs/services
you want it developed by universities in your state
• Provides information / programs / services that are easy and • Belongs to a network of major universities across the country
convenient to access and use
• Provides information in a variety of ways, (e.g., in-person, over the
phone, on-line, etc.)
Experience
• Is an organization that has been in service to the community for
almost 100 years
Great Staff
• Has knowledgeable employees and volunteers
• Has committed employees and volunteers who truly care
Quality Of Life
• Enhances your quality of life
• Helps you succeed
• Provides education and resources that transform lives
• Helps improve the quality of life in communities across the country
22

24. Improving Brand Value
We used a sophisticated approach to uncover what consumers are
looking for in an organization providing information/programs/services to
help people.
“Dream Detection” “Problem Detection” “Preference Detection”
Self-reported Gap between needs Individual (attribute)
consumer desirability (desirability) and perceptions impact on
from the survey current perceptions overall preference for
Extension
Motivating Power
Weighted Average of the Three Measures
(Computed for each attribute / benefit for each respondent)
23

25. Improving Brand Value
Most of all, people want a resource they can trust. They also want convenient
access to the best information and knowledgeable / committed staff they can turn
to for help.
Motivating Power of Characteristic*
Trustworthy Source
Great Staff
Convenient Access
Highly
Current/Reliable Information Motivating
Expert Review
Quality of Life
Change Agents
Scope of Work
Moderately
In-person Support Motivating
University Connection
Less
Experience Motivating
*Motivating power on a 0-100 scale where 0 = „Not Motivating‟ and 100 = „Extremely Motivating.‟ Needs have been
grouped into highly (MP score = 70+); moderately ( MP score = 40-69); and less motivating (MP score <40). Motivating
Power was run at the national level (not by state). 24

26. Improving Brand Value
eXtension and the Internet can help strengthen the Extension brand.
Consumer Agreement with Statement*
The Internet is a tool that has
changed the world we live in
The Internet is the first place
I turn to when I need some
information
There’s so much information
on the Internet, it’s difficult to
know what to trust
There’s so much information
on the Internet, it’s difficult to
know what is relevant and
up-to-date
Q1. Now you will read a list of statements that express people‟s opinions on a variety of issues. Please indicate how much you
agree or disagree with each of these statements. (Strongly Agree, Somewhat Agree, Neither Agree nor Disagree, Somewhat
Disagree, Strongly Disagree)
*Percent Strongly / Somewhat Agree 25

27. Improving Brand Value
However, other channels will also be important in reaching a broad
group of consumers.
Method of Accessing Extension*
Search the Internet
Ask for Brochures /
Publications
How-To TV Show
Take Online Course
Download a How-To
Video from the Internet
Attend a Meeting /
Workshop
Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME] information,
programs and services? (Very Likely, Somewhat Likely, Not at all Likely)
* Percent Very / Somewhat likely 26

28. Improving Brand Value
Method of Accessing Extension* Cont’d
Call 800 / Local Number
Chat Online with Expert
Class that Meets Several
Times
How-to Radio Program
Social Networking Site
Like MySpace / Facebook
Download a Podcast
Q29. How likely would you be to use each of the following methods to access [STATE EXTENSION NAME]
information, programs and services?
* Percent Very / Somewhat likely 27

29. Improving Brand Value
Summary
• Among the General Public there is consensus that Extension should stand for being
a “trustworthy” source of information/programs. Emphasizing the “Expert Review”
of program content can help reinforce validity of information being provided. Also
very important, is delivering “current/reliable” information – staying at the forefront
of existing knowledge in an area. These characteristics of Extension, along with the
knowledgeable and committed staff that deliver programs, can form the basis of a
“communications platform” to improve brand value
• From a programmatic perspective the research shows that Extension is strongest in
Agriculture, Youth Development and Gardening programs. Since consumer needs
– especially younger people and those in urban areas – also cover several other
areas, Extension will need to look at how some of its other programs can be
augmented. Exactly how this needs to be done will depend, of course, on the
specific situation and needs of the North Dakota Extension program
• From a program delivery perspective consumers indicated that “convenient access”
to information/programs is very important. The research findings also show that
people are very interested in using multiple ways (in-person classes/help being one
of them) to access Extension programs. Extension needs to continue its focus on
broadening access to programs/services.
28

30. State-Specific Questions
29

31. Additional North Dakota Questions
Very few North Dakotans want to see any of these programs diminished
or eliminated. Most would like to see the “energy and renewable
resources” program expanded.
Areas North Dakota Extension Should Address
North Dakota
Expand Maintain Reduce Eliminate Not Sure
Unweighted Base 300 300 300 300 300
% % % % %
Energy and renewable resources 58 26 2 1 13
The unique problems/needs of people and towns in
rural areas 41 42 3 1 13
Natural resource and environmental management 39 41 4 1 15
Youth life-skill development 39 45 2 1 14
Senior citizen/elderly financial security and living in
own home longer 38 35 5 4 18
Community leadership and economic development 32 45 6 1 15
Farming and ranching 32 48 7 1 12
Human nutrition, diet and health 30 50 3 2 15
The unique problems/needs of people and cities in
urban areas 19 55 6 2 17
The unique problems/needs of people and
communities in American Indian reservation areas 17 40 13 7 23
QN1. North Dakota State University Extension Service would value your opinion on the role it should have in providing educational
programs/services to the people of North Dakota. There are a number of different areas that we‟d like your opinion on. Please read
each carefully and indicate what you think should be the NDSU Extension Service role. 30

32. Respondent Profile: North Dakota*
Female 51% Have Kids <18 in Home 37%
Age Average Household Size 2.6
18-34 30% Household Setting
35-54 38% Urban 31%
55+ 31% Suburban 14%
Hispanic / Latino 1% Rural 56%
Race / Ethnicity Bachelor’s Degree or Higher 23%
White / Caucasian 96% Employed Full or Part Time 75%
Black / African American 3% Household Income
Asian / Asian American 2% <$25,000 21%
American Indian / Alaskan
4% $25,000 - $49,999 37%
Native
Other 0% $50,000 - $74,999 20%
Married 66% $75,000 + 22%
*Represents the “balanced” sample – not the unweighted, actual number of respondents. 31

33. Significance Testing
Red boxes and blue circles, as depicted below, have been
used throughout this report to highlight statistically significant
differences.
= significantly higher at the 90% confidence level
= significantly lower at the 90% confidence level
32

34. Copernicus
Marketing Consulting
and Research
Waltham, MA / (781) 392.2500
Wilton, CT / (203) 834.8200
Kevin Clancy, Chairman & CEO
Sohel Karim, Sr. Vice President
Chuck Sakany, Sr. Vice President
Jeremy Burbank, Vice President
Faria Rahman, Associate
copernicusmarketing.com