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"Why Integrate? Why eXtension? by Kim Morgan, MS State Univ Extension Economist. Presented at 2011 eXtension National Conference, June 28, Louisville, KY

"Why Integrate? Why eXtension? by Kim Morgan, MS State Univ Extension Economist. Presented at 2011 eXtension National Conference, June 28, Louisville, KY

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  • Learn as much as you can about others on the team – their perspectives and approaches
  • Stay connected to your research colleagues
  • Follow the research questionFollow the peopleFollow the moneyRFP provides focus and necessary starting point

Morgan e xt_062811 Morgan e xt_062811 Presentation Transcript

  • Why Integrate? Why eXtension?
    eXtensionCoP Workshop #4
    28 JUNE 2011
  • Background
    • *Kimberly L. Morgan, MS State University, Dept. of Agri. Econ.
    • HeliJ. Roy, LSU AgCenter, Nutrition and Health
    • *KrisannaL. Machtmes, LSU AgCenter, School of Human Resources Education and Workforce Development
    • Natalie A. Hummel, LSU AgCenter, Dept. of Entomology
    • *Denise Attaway, LSU AgCenter, Dept. of Entomology
    • *ElinaD. Coneva, Auburn University, Dept. of Horticulture
    • John Braswell (retired), MS State University-Coastal REC
    • William O. Cline, NC State University, Hort. Crops Res Stn.
    • Donna Marshall, USDA-ARS, Southern Horticultural Laboratory
    • Don M. Ferrin, LSU AgCenter, Dept. of Plant Path. & Crop Phys.
  • Kim Morgan
    morgan@agecon.msstate.edu
  • Background
    Why does all this background matter?
    “Who do you know?”
    “What do you (or a trusted colleague) know about them?”
    “What have they done lately?”
    “What’s their program/passion/motivation?”
    Look for regional research similarities
    Study other field experts & literature
  • Extension Evolution
    High-quality, top-down extension programs
    Credibility on individual specialist level
    Shelf-ready products
    Proactive approach
    Facilitate & deliver
    Ask for feedback
    New outreach technology
  • Extension Viability
    eXtension.org – Why Me?
    Opportunity costs = use what you’ve got to get what you want
    Experts = high visibility
    Foster cooperation between land grant institutions
    Share knowledge, avoid duplication of effort
  • Extension Viability
    Brand & Promote Southeastern Agriculture
    Market drives, policy follows
    Audience of millions
    Traditional ag and industry players
    Non-traditional consumer audience
    Non-profits
    Grassroots
    Community leaders
    Supportive cast, i.e. publishers, industry groups, marketing orders
  • Why Extension?
    Extension IS the business of people…
    PEOPLE FIRST
    NOT discipline
    NOT appointment
    HUMAN component
    Leverage existing relationships
    Seek out and nurture connections
  • Why Extension?
    AFRI requires it…
    Science findings have implicit (> accounting) value
    Enhance research output by providing added value
    Creative approach to crafting hypotheses
    Theoretical know-how & applied know-who
    Society impacted by the science!!
  • AFRI & Extension
    What is the RESEARCH QUESTION?
    Listen, learn, understand researchers’ goals
    Study the RFP to define Extension role
    Compliment & enhance existing work
    Weave together 3 objectives:
    Publications
    Programs
    Promotion
  • AFRI & Extension
    What is the RESEARCH QUESTION?
    Panel reviewers NOT experts!
    Get to the point
    Clarify who, what, how, where and when
    Emphasize the value of your work
    Have someone in and out of your discipline read your proposal
    LOGIC model and timelines critical components
    Raise fewer questions than it answers
    Every objective must be integrated – if it’s removed there better be a noticeable difference
  • Extension Visibility
    Marketing 101:
    Who are you selling to?
    What do they know?
    What’s your brand?
    Who loves you?
    Agriculture blamed for global warming, obesity, and ‘sick’ food!
  • Extension Visibility
    Marketing 101 - Consumers
    Majority 3 generations off the farm
    Social, environmental, animal welfare = priorities
    Varied cultural/regional influences
    Access to 24/7 “news”
    “.edu” = knowledge-based, objective, trustworthiness
    Average taxpayer has no clue what Cooperative Extension is or does!
  • Extension Visibility
    Marketing 101 - Producers
    Buried in paperwork
    Conflicting regulations
    Profitable?
    International scale
    Local trusted buyers
    Disconnect between “food as income” & “food we eat”
    Contracting versus direct marketing PRICE risks
    Many generations between holistic & single-crop farming systems (& subsidized versus insured)
  • Extension Visibility
    Southeastern Ag Scenario:
    “mixing bowl” of commodities within/across states
    Early season
    Relatively higher value crops
    Entrepreneurial-minded clientele
    Environ challenges
    Vacation/retirement destinations
    Huge disparity in rural vs urban prosperity
  • eXtension Evaluation
    eXtension.org
    • Innovative analytics??
    • Societal impact measures??
    • Strategy communications??
  • eXtensionEvaluationInnovative Analytics
    ACTIVITY:
    Develop a blueberry resource area for eXtension.org & TEST response to this program
    KNOWLEDGE:
    Real‐time producer gateway to relevant land grant research
  • eXtension EvaluationInnovative Analytics
    ACTIONS:
    Adopt & use alternative blueberry production methods
    Directly apply new information from blueberry consumer market research
    Increased access to market channel & price point information
    Increased accessibility to practical & decision‐making knowledge resources
  • eXtension EvaluationInnovative Analytics
    HYPOTHESIS:
    Afarmer’s decision to adopt an alternative production method is affected by increased accessibility to academic researchers & extension personnel that can provide real-time personalized assistance.
    FOCUS GROUPS (2012):
    To collect producer responses to eXtension “All About Blueberries” & land-grant university extension websites.
    80 participants, 8 focus groups, 4 states (FL, NC, MS, GA)
  • eXtension EvaluationInnovative Analytics
    METHODS:
    Participants asked about current farming operations & opinions of alternative production systems
    Participants will “surf” independently :
    LAND-GRANT extension websites
    eXtensionblueberry CoP resource area
    A focus group guide used to collect feedback concerning participants’ opinions of the overall usability, relevance, layout and overall impacts
  • eXtension EvaluationCommunication Strategy
    All About Blueberries
    Other blueberry promotional organizations
    State grower associations mail/email lists (~ 800 members in NC, FL, GA, MS)
    Extension programs/workshops/displays/press releases
    Market Maker tie-ins, i.e. national industry-wide presence
    State ag department newsletters/programs
    Faculty/Department social networks, i.e. Facebook, Twitter, blogs
  • eXtension EvaluationCommunication Strategy
    All About Blueberries
    WHATS THE MESSAGE?!
    “HERE’S THE ONE-STOP SHOP TO FIND INFORMATION & ASK QUESTIONS ALL ABOUT BLUEBERRIES”
  • eXtension EvaluationSocietal Impact Measures
    WHATS THE QUESTION, AGAIN?!
    WHO’S ASKING, i.e. WHO CARES…
    WHAT DO WE NEED TO PROVE?