Messaging

UC ANR core messaging is informed by the brand personality traits and includes the mission, public value statements, media boilerplate and elevator pitches. “Media boilerplate” is a brief description of UC ANR that is sent out with news releases (and often included on other types of communications). “Elevator pitches” are short blurbs to describe the division to a variety of audiences, similar to how you might describe where you work to someone in an elevator or at a gathering.

Ideally, everyone in our organization will draw upon approved core messaging when communicating about the division so that our audiences receive a single, cohesive sense of who we are and what UC ANR does.

Mission

True to the mission of the land grant universities, UC Agriculture and Natural Resources connects the power of UC research in agriculture, natural resources, nutrition and youth development with local communities to improve the lives of all Californians.

For over 100 years, our advisors, specialists, faculty and staff have been committed to:

  • Connecting Californians to their University
  • Leading the way to science-based solutions
  • Providing information that is trustworthy and not biased
  • Sharing research that is practical to use
  • Addressing local concerns as part of the community
  • Inviting the participation of concerned stakeholders
  • Facilitating problem-solving and outreach to address the state’s toughest challenges

Public Value Statements

The public value statements, developed as part of the UC ANR strategic planning process in 2016, categorize condition changes that result from our work. We use them as part of our core messaging and in templates in order to promote greater awareness of the benefits we bring to California. They also serve as an excellent organizing principle for developing annual reports, brochures and other content.

Promoting economic prosperity in California
Safeguarding sufficient, safe, and healthy food for all Californians
Protecting California’s natural resources
Promoting healthy people and communities
Developing a qualified workforce for California
Building climate-resilient communities and ecosystems
Developing an inclusive and equitable society

Media boilerplate

The following language is included at the end of news releases that are sent to the media:

About UC ANR

UC Agriculture and Natural Resources brings the power of UC research in agriculture, natural resources, nutrition and youth development to local communities to improve the lives of all Californians. Learn more at ucanr.edu.

 

Additional boilerplate option

About UC Agriculture and Natural Resources

UC ANR is a statewide network of UC researchers and educators who create, develop, and extend knowledge on agricultural and natural resource management, youth development, family and consumer sciences, community and economic development, STEM and more. UC ANR collaborates with private and public stakeholders in all 58 counties to advance the wellbeing of all Californians.

Omnibus elevator Pitches

Short descriptions appropriate for all audiences

I work for UC Agriculture and Natural Resources. It’s a statewide network of programs and research centers that connects UC research in agriculture, the environment, nutrition and youth development with the people of California. You’re probably familiar with some of our programs, like 4-H, UC Master Gardener or UC California Naturalist. And if you’re a farmer or rancher, you’re probably familiar with UC Cooperative Extension.

I’m a 4-H volunteer in Santa Barbara County for UC ANR. That’s the UC Division of Agriculture and Natural Resources, a statewide organization that brings UC research in agriculture, the environment, youth development and nutrition out to local communities to help solve problems and educate the community.

I work at UC Agriculture and Natural Resources, a network within the University of California that reaches across every UC campus and office. We provide nutrition education programs throughout California that help people stretch their food dollar while eating healthy and improving wellness. And that’s just one part of what UC ANR does – we’re a statewide network of programs such as Cooperative Extension, 4-H and Master Gardeners, bringing information from across the university and delivering it to local communities on issues like food, agriculture, health, the environment and youth development.

Audience-focused elevator pitch examples

Youth Development (families):

I work at UC Agriculture and Natural Resources. It’s a statewide network of programs and research centers to connect the University with people who live in California. We work with children and families in programs like 4-H Youth Development, CalFresh Healthy Living-UC and other food and nutrition education programs. If you go to farmer’s markets you may also be familiar with our UC Master Gardener program.

Nutrition (underserved populations):

The organization I work for, UC Agriculture and Natural Resources, has nutrition education programs throughout California that help people eat more healthy foods in a cost-effective way. And that’s just one part of what UC ANR does – it’s a statewide network of programs bringing information from the University of California about food, agriculture, health, the environment and youth development out to local communities.

 

Sub-brand Messaging

Branding and messaging guidance concerning UC ANR sub-brands are available from the following sources:

4-H Youth Development: Visit the 4-H brand toolkit

CalFresh Healthy Living-UC: Contact Katherine Panerella

California Institute for Water Resources: Contact Faith Kearns

IGIS: Contact Andy Lyons

NFCS: Contact Katherine Panerella 

Nutrition Policy Institute: Contact Danielle Lee

SAREP: Contact Carissa Gutierrez 

UC Integrated Pest Management: Contact Tunyalee Martin

UC Master Food Preserver: Contact Katherine Panerella 

UC Master Gardener: Contact Melissa Womack

UC California Naturalists: Contact Brook Gamble 

 

Additional messaging resources are available on the Learning & Development site. 

 

Required Messaging: Non-Discrimination Language

Our USDA funding requires us to provide standard nondiscrimination language in communications about programs. The complete nondiscrimination policy can be found here.

A nondiscrimination statement should be included in all ANR publications such as brochures, pamphlets, manuals and guidebooks, for all programs. The inclusion of the statement is required by federal regulation and is designed to make clear to prospective applicants or participants our commitment to equal opportunity in employment and equal access to our programs and activities. We do not insist on the use of the statement on single-page flyers advertising an event or promotional one-pagers.

Sample statements

One line version

[ENGLISH] "UC ANR is an equal opportunity provider and employer."

[SPANISH] "UC ANR es un proveedor y empleador que ofrece oportunidad igual para todos."

Short version

[ENGLISH] "It is the policy of the University of California (UC) and the UC Division of Agriculture & Natural Resources not to engage in discrimination against or harassment of any person in any of its programs or activities.

Inquiries regarding nondiscrimination policies may be directed to UC ANR, Affirmative Action Compliance & Title IX Officer, University of California, Agriculture and Natural Resources, 2801 Second Street, Davis, CA 95618, (530) 750-1343.”

[SPANISH] “La División de Agricultura y Recursos Naturales (ANR) de Universidad de California prohíbe la discriminación o el hostigamiento de cualquier persona en cualquiera de sus programas o actividades.

Las preguntas sobre la política antidiscriminatoria de ANR pueden dirigirse a: UCANR, Affirmative Action Compliance Officer/Title IX Officer, University of California, Davis, Agriculture and Natural Resources, 2801 Second Street, Davis, CA 95618, (530) 750- 1343.”

See more info and language samples.

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