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Contact Information

Craig Wood, Ph.D
Acting Associate Dean & Director
UK Cooperative Extension Service

S-107 Ag. Science Center North Lexington, KY 40546-0091

+1 (859) 257-4302

craig.wood@uky.edu

Impacts

Contact Information

Craig Wood, Ph.D
Acting Associate Dean & Director
UK Cooperative Extension Service

S-107 Ag. Science Center North Lexington, KY 40546-0091

+1 (859) 257-4302

craig.wood@uky.edu




Fiscal Year:
Jul 1, 2024 - Jun 30, 2025


Success StoryValue of Media In Agriculture Awareness Efforts



Value of Media In Agriculture Awareness Efforts

Author: Joanna Coles

Planning Unit: Warren County CES

Major Program: Ag Marketing

Plan of Work: Awareness & Promotion Ag Policy

Outcome: Long-Term Outcome

Agriculture awareness was the top priority of the Warren County Ag. Advisory Council.  The council wanted to see an increase in media and social media presence over the next four years.  Warren County Agriculture has increased media presence and captured value from this increased awareness.   

  • TV:        Farm and Home Show (5 min daily WBKO)  

    • Last year in cooperation with WBKO management we earned a better time slot and tripled our daily reach 

    • Estimated Value of Earned Media:  $390,000 

    • Reach:  100,000 households/week 

  • Country Cottage (30 min Spectrum Cable) 

    • Estimated Value of Earned Media: $19,440 

    • Reach: 5000/month 

  • Radio:Ag Connections (30 min WKCT 104.1 FM) 

    • Estimated Value: $12,000 

    • Reach:  2500/week 

  • Social:Facebook 

    • Estimated Value: $8190* 

    • Reach: 188,697 (126% increase from 2017) 

    • Engagement: 21991 

  • YouTube 

    • 170 videos 

    • 11,800 views (440% increase from 2018) 

    • Estimated Value: $157* 

Total media value is $429,787 for 2018-2019.  But more importantly this increased media has allowed more opportunity to deliver agriculture awareness and education to clients’ screens or radios.  These numbers have resulted in new clientele utilizing the Cooperative Extension Service digitally, new clientele participating in programs, increased awareness about agriculture topics with opportunities to engage in discussions and served as reminders to extension users about program and topics.  This effort has expanded our ability to build a digital community and servpeople where they are. 

*Values from media outlets and social blue book 






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