4-H Brand Network

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National 4-H Council created the 4-H Brand Network in 2006 and embarked on a market research program that would provide dynamic and useful information to inspire more people to actively promote 4-H within their communities. The 4-H Brand Network was the first community of its kind where 4-H advocates at the grassroots level joined together to strengthen the 4-H image. The first phase was the creation of 4-HbrandNetwork.org, a secure website where 4-H agents, volunteers and youth could learn about the 4-H brand, share tips and ideas with National 4-H Council and each other, and apply what they had learned with ready made resources.

National 4-H Council conducted two market research surveys to collect data to improve 4-H message development and provide information to local and state 4-H programs in support of their marketing efforts. One thousand Americans, 18 years and older, were represented in each survey. The survey results provided valuable information pertaining to public awareness and perceptions of the 4-H brand, what 4-H represents, who it seeks to serve, and its place in youth development. Two of the more significant recommendations generated from the surveys were to:

• demonstrate how 4-H has re-positioned itself to meet the diverse needs and challenges that youth face today in rural, urban, and suburban communities, and
• develop targeted messages that highlight the qualities of 4-H Youth Development programs and activities that are closely aligned with what Americans believe is most important to youth in their communities.