INTERVIEW: 4-H Execs on the Brand's Renewed Focus on Youth Empowerment

Maybe in the big city it's not a popular conversation starter, but growing up in Texas, everyone knew about 4-H youth development and mentoring programs. However, after a century, the paint starts to fade on the barn and a touch-up is necessary to maintain that curb appeal. That's why 4-H is about to undergo a serious rebrand. While its partnership with the USDA and focus on young people will always be a crucial link to its foundation, 4-H is now reaching out to rural, suburban and even urban America. Sure, the agrarian ways of life may not be that popular in a concrete jungle, but a love to mentor children is something everyone can connect with and appreciate doing. That was the focus of our exclusive interview with Artis Stevens, senior vice president, CMO, at National 4-H Council and Jennifer Sirangelo, 4-H president and CEO. Today, 4-H is unveiling its national "Grow True Leaders" campaign to reintroduce the organization to young people everywhere and galvanize the brand across the country for higher interaction, organization and participation. Here's what Stevens and Sirangelo had to say: Q. 4-H has a rich history but is a fragmented brand in the minds of its audiences. How is the rebrand going to reinvigorate brand awareness and galvanize it as a whole? A. That was the exciting challenge of this campaign: Landing on a singular brand value proposition that would reflect the rich heritage of 4-H that still means so much to the more than 25 million 4-H alumni across America; as well as resonate as true and compelling across the 4-H Field (a community of 110 land-grant universities that deliver 4-H programming to every county and parish across America, with programming that varies from state to state.) We feel confident that the approach we landed on will work. Our brand value proposition is that we empower youth with the skills to lead for a lifetime. We are honing in on the life skills that are the common thread of the 4-H experience – whether it involves a hands-on experience focused on agriculture, healthy living, STEM or citizenship. With roots in an agrarian society, which is not where America finds itself today, how will 4-H strike a chord of relevance with today's millennial and their Gen-X and Y parents who may or may not have been aware of 4-H growing up? [caption id="attachment_122850" align="alignright" width="300"] Artis Stevens (Source: 4-H)[/caption] We get this question a lot. We started in agriculture, we’re still in agriculture and it’s still important – especially given the great emphasis we put on our food. This campaign will reinforce 4-H’s continued relevance by focusing on what 4-H is at its core: a youth empowerment organization. In its beginnings, 4-H programming focused on agriculture, with youth leading in introducing new technologies to the adults who were reluctant to embrace something new. Fast forward 100 years, and 4-H is still rooted in youth empowerment – with youth leading positive solutions for the diverse issues our country faces today. Now, 4-H has evolved into an organization that has global reach and teaches kids essential life skills that empower them for life today and for all kinds of careers tomorrow. Our research shows that this is a message that is absolutely relevant for today’s millennials and Gen-X and Y parents. A focus on citizenship, leadership, responsibility and life skills: Those are needs that have never been more important. Is that fueling the rebrand? If not, is there a place in the roll out to address those original youth developmental needs? This need to equip more youth with life skills is definitely a significant part of the brand campaign – it’s at the core of the problem that our brand value proposition addresses. With impact numbers that are second to none, 4-H has been the best kept secret for far too long. Ours has always been a very humble brand. We work in concert with schools and other youth development organizations to provide a research-based experience that is proven to grow life skills, but we have not been intentional about telling that story and showcasing our work. Now, it is clear to us that if 4-H is to continue and expand its impact, we must build a stronger brand that reflects the reach and diversity of 4-H today. And we must leverage that brand to rally more support to grow 4-H and reach more youth. Our charge is to break out of the limited view that too many still have of 4-H. [caption id="attachment_122851" align="alignleft" width="300"] Jennifer Sirangelo (Source: 4-H)[/caption] How can the 4-H brand connect with today's evolving young adult? Do you hope to reach them with a national focus on the organic sourcing of food in today's grocers? As a result of this campaign, the 4-H brand should be positioned exactly where we think it should be – as the No. 1 destination for young adults and consumers who are looking for content, information and resources on topics related to youth development. This includes everything from tips for parents who want to guarantee a positive youth development experience outside of school to resources for educators and youth development professionals. Of course, it also includes being a rich content and spokesperson resource for media that want to capture the youth perspective on and implications for youth on any topic. Given our broad reach in local communities, our extensive network of 110 universities and our bench of the most impressive youth spokespeople in the nation, we feel uniquely positioned to be a catalyst for activating youth and showcasing youth voices. As far as the nation’s focus on food, this will always be a critical area of content for our brand – specifically as it relates to young people making positive choices about their health and nutrition; youth leading positive action among their peers and within their communities; and the critical need to prepare youth with skills to take on jobs of the future created through the food chain production. What is in store for 4-H in the next 10 years? Our campaign goal is to grow to empowering 10 million youth by 2025, an increase of nearly 67 percent over the next 10 years. This growth will include supporting the 4-H Field and Cooperative Extension with building their capacity to serve youth in urban and suburban communities and to deliver programming that meets the unique needs of a diverse youth population. During this same time period, the marketing objectives are to position 4-H as the No. 1 positive youth development brand; to engage one million alumni as part of the National 4-H Council network; and to generate revenue through corporate partnerships and individual donations in order to build local capacity for growth. Stevens and Sirangelo both contributed to each answer of the interview.

Social Pro Daily

INTERVIEW: 4-H Execs on the Brand's Renewed Focus on Youth Empowerment

And yes, I can still recite the pledge with my head, heart, hands, and health.

Shawn Paul Wood

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Shawn Paul Wood