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Morgan e xt_062811


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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

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Morgan e xt_062811

  1. 1. Why Integrate? Why eXtension?<br />eXtensionCoP Workshop #4<br />28 JUNE 2011<br />
  2. 2. Background<br /><ul><li>*Kimberly L. Morgan, MS State University, Dept. of Agri. Econ.
  3. 3. HeliJ. Roy, LSU AgCenter, Nutrition and Health
  4. 4. *KrisannaL. Machtmes, LSU AgCenter, School of Human Resources Education and Workforce Development
  5. 5. Natalie A. Hummel, LSU AgCenter, Dept. of Entomology
  6. 6. *Denise Attaway, LSU AgCenter, Dept. of Entomology
  7. 7. *ElinaD. Coneva, Auburn University, Dept. of Horticulture
  8. 8. John Braswell (retired), MS State University-Coastal REC
  9. 9. William O. Cline, NC State University, Hort. Crops Res Stn.
  10. 10. Donna Marshall, USDA-ARS, Southern Horticultural Laboratory
  11. 11. Don M. Ferrin, LSU AgCenter, Dept. of Plant Path. & Crop Phys.</li></li></ul><li>
  12. 12. Kim Morgan<br /><br />
  13. 13.
  14. 14.
  15. 15. Background<br />Why does all this background matter?<br />“Who do you know?” <br />“What do you (or a trusted colleague) know about them?”<br />“What have they done lately?”<br />“What’s their program/passion/motivation?”<br />Look for regional research similarities<br />Study other field experts & literature<br />
  16. 16. Extension Evolution <br />High-quality, top-down extension programs<br />Credibility on individual specialist level<br />Shelf-ready products<br />Proactive approach<br />Facilitate & deliver<br />Ask for feedback<br />New outreach technology<br />
  17. 17. Extension Viability <br /> – Why Me? <br />Opportunity costs = use what you’ve got to get what you want<br />Experts = high visibility<br />Foster cooperation between land grant institutions<br />Share knowledge, avoid duplication of effort<br />
  18. 18. Extension Viability <br />Brand & Promote Southeastern Agriculture<br />Market drives, policy follows<br />Audience of millions<br />Traditional ag and industry players<br />Non-traditional consumer audience<br />Non-profits<br />Grassroots<br />Community leaders<br />Supportive cast, i.e. publishers, industry groups, marketing orders<br />
  19. 19. Why Extension?<br />Extension IS the business of people…<br />PEOPLE FIRST<br />NOT discipline<br />NOT appointment<br />HUMAN component<br />Leverage existing relationships<br />Seek out and nurture connections<br />
  20. 20. Why Extension?<br />AFRI requires it…<br />Science findings have implicit (> accounting) value<br />Enhance research output by providing added value<br />Creative approach to crafting hypotheses<br />Theoretical know-how & applied know-who<br />Society impacted by the science!!<br />
  21. 21. AFRI & Extension<br />What is the RESEARCH QUESTION?<br />Listen, learn, understand researchers’ goals<br />Study the RFP to define Extension role<br />Compliment & enhance existing work<br />Weave together 3 objectives:<br />Publications<br />Programs<br />Promotion<br />
  22. 22. AFRI & Extension<br />What is the RESEARCH QUESTION?<br />Panel reviewers NOT experts!<br />Get to the point<br />Clarify who, what, how, where and when<br />Emphasize the value of your work<br />Have someone in and out of your discipline read your proposal<br />LOGIC model and timelines critical components<br />Raise fewer questions than it answers<br />Every objective must be integrated – if it’s removed there better be a noticeable difference<br />
  23. 23. Extension Visibility <br />Marketing 101:<br />Who are you selling to?<br />What do they know?<br />What’s your brand?<br />Who loves you?<br />Agriculture blamed for global warming, obesity, and ‘sick’ food!<br />
  24. 24. Extension Visibility <br />Marketing 101 - Consumers<br />Majority 3 generations off the farm<br />Social, environmental, animal welfare = priorities<br />Varied cultural/regional influences<br />Access to 24/7 “news”<br />“.edu” = knowledge-based, objective, trustworthiness<br />Average taxpayer has no clue what Cooperative Extension is or does!<br />
  25. 25. Extension Visibility <br />Marketing 101 - Producers<br />Buried in paperwork<br />Conflicting regulations<br />Profitable?<br />International scale<br />Local trusted buyers<br />Disconnect between “food as income” & “food we eat”<br />Contracting versus direct marketing PRICE risks<br />Many generations between holistic & single-crop farming systems (& subsidized versus insured)<br />
  26. 26. Extension Visibility <br />Southeastern Ag Scenario:<br />“mixing bowl” of commodities within/across states<br />Early season<br />Relatively higher value crops<br />Entrepreneurial-minded clientele<br />Environ challenges <br />Vacation/retirement destinations<br />Huge disparity in rural vs urban prosperity<br />
  27. 27. eXtension Evaluation<br /> <br /><ul><li>Innovative analytics??
  28. 28. Societal impact measures??
  29. 29. Strategy communications??</li></li></ul><li>eXtensionEvaluationInnovative Analytics<br />ACTIVITY:<br />Develop a blueberry resource area for & TEST response to this program <br />KNOWLEDGE:<br />Real‐time producer gateway to relevant land grant research<br />
  30. 30. eXtension EvaluationInnovative Analytics<br />ACTIONS:<br />Adopt & use alternative blueberry production methods<br />Directly apply new information from blueberry consumer market research<br />Increased access to market channel & price point information <br />Increased accessibility to practical & decision‐making knowledge resources<br />
  31. 31. eXtension EvaluationInnovative Analytics<br />HYPOTHESIS:<br />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. <br />FOCUS GROUPS (2012):<br />To collect producer responses to eXtension “All About Blueberries” & land-grant university extension websites. <br />80 participants, 8 focus groups, 4 states (FL, NC, MS, GA)<br />
  32. 32. eXtension EvaluationInnovative Analytics<br />METHODS:<br />Participants asked about current farming operations & opinions of alternative production systems<br />Participants will “surf” independently : <br />LAND-GRANT extension websites <br />eXtensionblueberry CoP resource area<br />A focus group guide used to collect feedback concerning participants’ opinions of the overall usability, relevance, layout and overall impacts<br />
  33. 33. eXtension EvaluationCommunication Strategy<br />All About Blueberries<br />Other blueberry promotional organizations<br />State grower associations mail/email lists (~ 800 members in NC, FL, GA, MS)<br />Extension programs/workshops/displays/press releases<br />Market Maker tie-ins, i.e. national industry-wide presence<br />State ag department newsletters/programs<br />Faculty/Department social networks, i.e. Facebook, Twitter, blogs<br />
  34. 34. eXtension EvaluationCommunication Strategy<br />All About Blueberries<br />WHATS THE MESSAGE?!<br />“HERE’S THE ONE-STOP SHOP TO FIND INFORMATION & ASK QUESTIONS ALL ABOUT BLUEBERRIES”<br />
  35. 35. eXtension EvaluationSocietal Impact Measures<br />WHATS THE QUESTION, AGAIN?!<br />WHO’S ASKING, i.e. WHO CARES…<br />WHAT DO WE NEED TO PROVE?<br />