Case Study: K-State Western Kansas Research-Extension Centers

Overview

Since 1901, WKREC has led innovation in agriculture for western Kansas. Spread across Hays, Garden City, Tribune, and Colby, the centers conduct research vital to farmers, ranchers, and communities. When I joined, WKREC had world-class science but no unified communications strategy to amplify that work. I created the first dedicated communications framework for the centers—building a consistent brand, strengthening outreach, and making research more visible and relatable to the people it serves. Along the way, I built relationships that helped bring the West to campus and campus to the West, ensuring Western Kansas voices and research were part of the university’s broader story.

Challenge

Four independent sites with fragmented messaging and no central comms role.
Outdated digital presence, minimal visibility.
Faculty lacked tools, processes and capacity to share research with broader audiences.
Limited connection between producers, alumni, and K-State’s broader brand.

Strategy

Build a unified brand identity grounded in Western Kansas agriculture and the land-grant mission.
Launch an audience-first content strategy across web, social, video, events, and media.
Elevate faculty and staff as thought leaders through storytelling and outreach.
Introduced metrics and dashboards to guide and evaluate communications efforts.

Execution

Designed and launched a new WKREC website with improved navigation, SEO, and accessibility.
Created a strategic plan and content calendar tied to research cycles, field days, and community events.
Produced photography, video, and written stories that showcased researchers and their impact.
Drafted and distributed press releases and feature stories picked up by state and national media.
Established project intake, system updates, and reporting for social and web analytics to track outcomes for specific extension and research projects.

Outcomes

Unified communications across four research centers with one consistent voice.
Significant lift in social engagement (+65%) and stronger attendance at field days.
WKREC researchers and projects are featured in statewide and national media outlets.
Improved communication system processes.
Greater visibility for K-State’s role in solving real-world agricultural challenges in western Kansas.

Acknowledgment

This work has been strengthened by the support and inspiration of collaborative partners—especially my colleagues in TAPS, campus partners in the College of Agriculture, and the Kansas Water Institute. Their dedication to the land-grant mission has shaped my approach and ensured western Kansas voices are part of the broader university story.

Samples of work

Website

WKREC.ORG

Kelsey Stremel: Strategic communications for people, purpose and impact

Turning research into relationships and advancing the promise