From the Director

Alabama Extension thrives on connection—on the ability to tell a compelling story that resonates, inspires, and mobilizes. This annual report is more than an overview of our marketing and communications efforts; it is a reflection of the strategies, insights, and innovations that shape how we position Extension in the minds of our stakeholders.

Effective storytelling isn’t just about external visibility—it starts within. Our leadership, staff, and partners must first understand our brand, our impact, and our mission before we can successfully extend that narrative outward. The messaging frameworks we develop here ensure that, when we do engage externally, we are unified, strategic, and clear in our purpose.

During the past year, much of our work has centered on positioning Extension as a trusted source of expertise, showcasing our programs through the people who make them possible. Whether through rural bus advertisements, digital marketing campaigns, or a social media blitz—all part of the highly successful Discover Alabama Extension campaign—we have continued to push our purpose and impact forward through the faces, expertise, and hard work of our employees at all levels.

As you review this report, I encourage you to see it not just as a summary of our work but as a road map for the future. With well-informed leadership and a strong internal foundation, we can elevate our presence and deepen our engagement across Alabama. Thank you for your support in this journey. We look forward to building upon this momentum together.

Mike Clardy

Services

• Branding
• Digital Advertising
• Editing
• Graphic Design
• Marketing
• News
• Media Relations
• Photography
• Print Services
• Public Relations
• Publishing
• Social Media
• Video Production
• Web Content Management
• Writing

Earned Media

Relationships and partnerships with state media outlets are critical to sharing our stories across the state. Their megaphone greatly amplifies the stories we tell. Even while short staffed most of the year, the team wrote 142 stories, which generated 5,027 media mentions. Total audience reach topped 324 million people, and the $4.9 million publicity value of coverage was almost three times the previous year’s number.

Media coverage significantly bolsters our reputation and profile, both in Alabama and beyond. It’s an ever-changing landscape, and our news team successfully navigates the complexities of today’s media environment with agility and expertise, ensuring that our stories reach and resonate with diverse audiences.

$4.9 million publicity value | 142 Total Articles Written | 5,027 Total Media Mentions | 324 million Total Audience Reach

Top Stories of 2024

• Heirs Property Op-ed: 47.97 million readers
• Plant Pumpkins for Halloween: 10.38 million readers
• Are Nicotine Pouches the Next Vaping?: 10.34 million readers
• Black Panthers: Uncovering Big Cat Mysteries: 10.34 million readers
• Gardeners Look Forward to First Hydrangea Blooms in 2 Years: 1.32 million readers

Owned Media

Social Media

In today’s ever-evolving landscape, social media is a cornerstone of successful marketing strategies. It enables direct interaction with the target audience, amplifies brand awareness, and nurtures community connections. With its ability to provide real-time communication and extensive reach, social media is essential for boosting visibility, fostering stakeholder loyalty, and meeting marketing goals.

Our showcase project this year was the inaugural Social Media Blitz that ran each day of Extension Week in September. The county-level initiative highlighted standout employees and programs to boost awareness and increase the number of Facebook followers.

2.7 million Total Facebook Reach | 102,326 Total Facebook Engagement (likes, shares, and comments) | 35,900 Total Facebook Followers | 19.7% Increase from Previous Year

Social Media Followers/Subscribers

• Facebook: 35,900
• Instagram: 3,800
• X: 2,756
• LinkedIn: 2,600
• YouTube: 19,600

Social Media Blitz Campaign

• 300+ Posts
• 2,500+ New Followers
• 580,000 Total Impressions

Website and News Pages

A strong news-centric web presence is essential, as it It functions as a vibrant hub for sharing up-todate information, enhancing brand credibility, and providing readers with shareable content. The aces.edu home page serves as this hub, acting as the gateway to Alabama Extension’s science-based information, practical solutions, and meaningful experiences.

The Discover Alabama Extension campaign website was a standout presence, drawing more than 50,000 readers from 101 countries and six continents. More than a dozen Extension educators were featured for their outstanding work with farmers, business owners, Alabama youth discovering nature, and more.

Top Visited Web Pages

• TOUCH-ME-NOTS: POISON IVY, POISON OAK, AND POISON SUMAC
  • 123,397 views
  • Nancy Lowenstein and Mark Smith
• WHAT ARE THE SMALL BROWN BEETLES IN MY HOME? DRUGSTORE BEETLES
  • 104,479 views
  • Xing Ping Hu
• THE BROWN RECLUSE SPIDER: FACTS & CONTROL
  • 92,065 views
  • Xing Ping Hu
• PLANTING GUIDE FOR HOME GARDENING IN ALABAMA
  • 57,606 views
  • Kerry Smith
• ALABAMA COTTAGE FOOD LAW: BASIC RULES AND REGULATIONS
  • 35,860 views
  • Christy Mendoza and Alice Moore

Paid Media

A paid media strategy is vital, as it significantly enhances visibility among targeted stakeholders. By leveraging digital marketing, social media, and search engines, we ensure precise targeting of relevant demographics, boosting brand awareness and engagement. Consistent advertising fosters brand recognition and trust, providing a competitive edge in the digital landscape. Additionally, paid media offers valuable analytics for tracking and optimizing campaigns in real time.

We diversified our advertising strategy in 2024, targeting audiences in television, digital marketing, in-person events, and even the back of buses in rural parts of the state. When the summer Olympics played in Paris, the audience watching in central Alabama saw Extension’s TV commercial 54 times, garnering 851,000 impressions of our brand.

RURAL BUS CAMPAIGN: 23.4 million Total Impressions

Our fall digital ad campaign highlighted Extension educators and their impact helping others across the state and beyond. Desktop and mobile display ads targeted specific audiences at the local, granular level, including farmers, parents, grocery shoppers, and elected officials who make decisions on funding and other means of support.

FALL DIGITAL AD CAMPAIGN 4.96 million Total Impressions

Sponsored Content

Long-standing partnerships continue to provide sponsored content opportunities, offering a seamless way to showcase Extension’s expertise, programs, and services by integrating them into corporate platforms. This strategic approach targets specific demographics, boosting outreach efficiency. Partnering with the Alabama Farmers Federation, Buckmasters, and the Alabama Farmers Cooperative allows Extension to reach established audiences, enhancing credibility and trust.

This approach also enables effective storytelling, helping Extension share compelling narratives and authentically engage with its community. Additionally, the controlled environment of sponsored content ensures consistency in brand messaging, reinforcing Extension’s reputation as a valuable resource in Alabama and amplifying the impact of its educational initiatives.

Alabama Farmers Federation

• SIMPLY SOUTHERN TV: 150,000 Households Reached Per Month; 1.8 million Viewers Per Year
• NEIGHBORS MAGAZINE: 1.8 million Readers

Buckmasters

• 15.1 million Total Campaign Impressions

Alabama Farmers Cooperative

• COOPERATIVE FARMING NEWS: 11,000 Subscribers

Creative Services

Eye-catching visuals aren’t just decorative—they’re a powerful tool for telling the Alabama Extension story. From striking graphics and compelling photography to engaging video content, the creative services team plays a crucial role in elevating our marketing efforts. Strong visuals capture attention, reinforce our brand, and make complex information more accessible and memorable.

High-quality design and professional imagery build trust, while dynamic videos bring Extension’s impact to life in ways words alone cannot. This multimedia approach ensures our message resonates, keeps audiences engaged, and strengthens our position as a trusted resource across Alabama’s diverse communities. By investing in creativity, we’re not just enhancing aesthetics—we’re amplifying our reach and impact.

528 Projects Completed | 661 Rapidprint Orders Managed | 82 Video Projects Completed

In 2024, our department played a key role in supporting the Heirs Property Alliance by developing, branding, and distributing a range of materials for its educational outreach efforts. From print publications and social media campaigns to event displays, every facet of our department contributed. We also led the editing and design of the “Heirs Property in Alabama” handbook. Through ongoing collaboration, we ensured timely delivery of materials that met the alliance’s evolving needs, reinforcing our commitment to impactful engagement.

Awards

The success of our marketing and communications efforts is built on collaboration. We partner with dozens of specialists, directors, and agents—each leading impactful programs and initiatives that strengthen our connection with communities across the state. Their expertise, combined with our team’s dedication to crafting meaningful narratives, has resulted in outstanding creative work recognized at the highest levels.

The following projects were 2024 Association for Communication Excellence award winners.

GOLD AWARD

• Phenology Calendar
• Discover Alabama Extension Logo
• Discover Alabama Extension Website
• Underwood Soars to EAGLES Program Through Beautiful Rainbow Cafe

SILVER AWARD

• Alabama Extension Week Tailgate
• USDA NRCS National Feral Swine Damage Assessment Preliminary Findings
• Discover Alabama Extension Campaign
• Discover Alabama Extension Business Alabama Advertisement
• Down to Earth Campaign

BRONZE AWARD

• Venomous Snakes Social Media
• The Road Back: Leanne Dillard Shares Her Agriculture Story
• Extension Through the Eyes of Jack Fillingham
• Alabama Extension’s Partnership with Beautiful Rainbow Cafe

Other Awards and Honors

National Extension Association of Family & Consumer Sciences – Alabama

• FOOD SAFETY AWARD: EMPOWERING FARMERS MARKET VIDEO
• MARKETING PACKAGE AWARD: MOVE ALABAMA
• COMMUNICATIONS EDUCATIONAL PUBLICATIONS AWARD: WISE MONEY MANAGEMENT CALENDAR

Auburn University College of Agriculture Employee Awards

• TEAM AWARD: ALABAMA HEIRS PROPERTY ALLIANCE

National Association of Natural Resource Extension Professionals

• SHORT PUBLICATION BRONZE AWARD: CHAINSAW SAFETY: ERGONOMICS

Feedback

“A special thank you to our amazing Communications team for all of the hard work and effort on this project. You are very much appreciated!” — Reneè Vines, Extension Agent, Financial Management & Workforce Development

“This is SO EXCITING!! It looks so great. Thank you for your quick and detailed work on this project. You are a ROCKSTAR!!” — Grace Ellis, Alabama Agribusiness Council

“I’m so beyond thankful for you and your talents.” — Portia Johnson, Extension Specialist & Assistant Professor

“We are so grateful for the ongoing support from the entire ACES Communications team. You and everyone in ACES Communications help us do this important work and are strong internal champions for our programs and resources.” — Laura Downey, Associate Dean and Extension Assistant Director, Human Sciences

“Thank you for the intro for On The Farm in Alabama. It was excellent!” — Eddie McGriff, Extension Agent, Agronomic Crops

“Kudos to your team for making us look good!” — Rachel Snoddy, County Extension Director

“I appreciate all of your help over the years and willingness to talk through ideas. We have always felt like our team is in good shape with communications because we have you!” — Kim Mullenix, Former Extension Specialist, Animal Science & Forages

“Thank you for coming and presenting at our meeting yesterday. I’ve had a lot of good feedback from your talk and mock interviews.” — Allie Logan, Assistant Director, Field Operations

“Always love the ads you guys produce!” — Ben Shurett, Neighbors Magazine

“Thank you all for your work on this and the other projects for the Alabama Cottage Food Law materials!” — Christy Mendoza, Extension Agent, Food Safety & Quality

“You guys are rockstars! Just wanted to say thanks for helping push this project even further!” — Bethany O’Rear, Extension Agent, Home Horticulture

“I think the (land management) video looks great. Fantastic work. Thank you!” — Norm Haley, Extension Agent, Forestry, Wildlife & Natural Resources

“I appreciate your professionalism very much. I think you should be credited for the input you contributed.” — Xing Ping Hu, Extension Specialist and Professor, Entomology

“Please thank your entire team for the work they did on the 4-H Foundation EOY giving piece. It arrived in my mailbox Saturday. I appreciate everyone’s help in putting it together. Couldn’t have done it without all of you.” — Tasha Worden, TES Professional, Alabama 4-H

Alabama Cooperative Extension System Communications, Strategic Marketing & Client Relations Team, Auburn University

• Mike Clardy, Director
• Margaret Barse, Video Producer
• Bruce Dupree, Creative Services Manager, Graphic Design
• Janet Guynn, Former Media Producer, Graphic Design
• Kevin Fichtner, Video Producer
• Glenda Freeman, Editor and Project Manager
• Ashlee Hall, Communications Specialist (4-H, Human Sciences)
• Kelly Knowles, Media Producer, Graphic Design (AU College of Forestry, Wildlife, and Environment)
• Aimee Lewis, Startup Manager, Editor, and Project Manager
• Laney McElroy, Media Producer, Graphic Design
• Justin Miller, Web Content Manager, Writer, and Editor
• Katie Nichols, News & Web Manager, Writer, and Editor
• Rachel Padgett, Creative Services Coordinator
• Beth Reeves, Communications Specialist (SNAP-Ed)
• Melanie Smith, Media Producer, Graphic Design (SNAP-Ed)
• Anna Katherine Underwood, Former Social Media Coordinator
• Kacey Watson, Research Writer and Editor
• Mary Wilson, Writer and Editor

Revised April 2025, Alabama Cooperative Extension System at Auburn University Communications, Strategic Marketing & Client Relations 2024 Annual Report, ACES-2783