Extension boosts resilience in rural South Dakota communities

With the advancement of technology and a greater interest toward rural migration, rural communities have more opportunities to attract and capture new talent, entrepreneurs and working populations who can build local economies.

For that reason, South Dakota State University Extension responded to the demographic changes happening in the rural Great Plains by creating Marketing Hometown America. This Extension-based program helps communities develop a plan to attract new residents. More specifically, it guides rural community leaders and residents in making decisions about how to market themselves and listening to a wide variety of voices in the process.

The program is designed as a series of small community group conversations, a process originally developed by the group Everyday Democracy. It encourages participants to see their community assets through the eyes of new residents. Through these discussions, participants identify and implement actions to create a more welcoming and inviting place for those wishing to relocate and current residents.

In 2022, there were two full Marketing Hometown America programs completed in the Martin and White River communities in South Dakota. A total of 15 community facilitators completed six hours of training and led small groups. Sixty-five community residents participated in the small group dialogues, and more than 100 people attended the Action Forums in the two communities.

As a result, Martin has five Action Committees working on projects to improve their community, and White River has three Action Committees working on projects for positive change in their community. A Ripple Effect Mapping activity will be completed in 2024 to assess both programs.

One participant, who held a leadership role in the Mount Vernon Economic Development Group, remarked, “Marketing Hometown America showed us what is needed to make our town thrive. It helped us organize committed people to work together making a difference in our community.”

Project supported by Smith-Lever (3b&c) funds.