This document summarizes an evaluation publication submitted for an award by Meat & Livestock Australia (MLA) and Coretext Communications titled "Communicating the Value of MLA Programs." The publication was developed to communicate the results of MLA's program evaluations to key stakeholders in a clear and concise manner. It profiles benefits generated by individual MLA programs and demonstrates alignment with national research priorities. The brochure series effectively conveys evaluation findings in a reader-friendly format, establishing a precedent for communicating program performance and returns on investment to government and industry stakeholders.

1. 2009
AUSTRALASIAN EVALUATION SOCIETY INC.
AWARDS FOR EXCELLENCE IN EVALUATION 2009
“People listen to us when they know that we will always listen to them;
and when they know that what we say is a response to our understanding of them.
They listen to us when they sense that we are in touch with our own feelings; and when our message has
the integrity of coming from someone who believes it themselves.
They listen to us when they can see the relevance of what we are saying to their own situation, their own
values, their own aspirations; and when they feel comfortable about making a response.
They listen to us when all the messages in what we say and how we say it are consistent with each oth-
er; and when the message comes to them through the channel of an established personal relationship.
Hugh Mackay –“ The Good Listener”
CATEGORY: BEST EVALUATION PUBLICATION (CAULLEY TULLOCH AWARD)
Submitted by: Meat & Livestock Australia (MLA) & Coretext Communications
COMMUNICATING
THE VALUE OF
MLA PROGRAMS
“Moving from
Proving to Improving”

2. 1
EXECUTIVE SUMMARY
As Australia’s premier red meat research
and marketing enterprise, Meat & Livestock
Australia (MLA)’s core activities are:
working to improve market access,
building demand for Australian red meat,
conducting research and development
(R&D) to provide competitive advantages
from paddock to plate, and partnering
with industry to build capability.
MLA is majority funded by
compulsory livestock transaction
levies, processor levies and matching
Australian Government funds for
R&D. Other income is generated
through commercialisation of R&D and partnering
with industry participants. The red meat and livestock
industry is valued at $16 billion per annum.
Determined to more accurately and consistently
measure and report its activity costs and benefits, since its
inception in 1998 MLA conducted ex-ante and ex-post
evaluations using a distinct approach for each program.
However, this led to infrequent communication that was not
meaningful for key stakeholders.
The Australian Government is increasingly calling on
Research & Development Corporations (RDCs) to account
for the public investment in their programs, requesting
verifiable triple bottom line information on R&D benefits in
relation to National Research Priorities. There is also
evidence of a growing industry stakeholder focus on
accountability.
By 2005, the MLA Board deemed it possible to
systematically assess the value of much of MLA’s work,
identifying the need for an evaluation strategy to analyse
the net benefits of each program. MLA subsequently
developed a comprehensive framework for evaluation
across its marketing, market access and R&D programs.
PROJECT REALISATION
MLA approached R&D communications specialist Coretext
Communications to generate a series of “reader-friendly”
brochures that would profile benefits generated by MLA
programs.
Coretext Communications drew on its
expertise in knowledge-raising communications
to devise a brochure series concept that would
articulate the relevance of MLA program
evaluation to key stakeholder aspirations.
The brochure series traces individual
program inputs to outputs, outcomes, impacts
and benefits, highlighting results consistent with
RDC findings that every dollar invested will return
an average minimum of $11 ($AU 2007)1
.
Brochures completed to date have helped
to substantiate that “the Government’s rural R&D
model is exceeding expectations and delivering
benefits not only to the primary industries sector, but also
producing other very positive social and environmental
benefits”2
.
Peer review (CIE/MLA evaluation team; independent
experts; MLA Executive Committee/MLA Board; and
Council of Rural Research and Development Corporations’
Chairs (CRRDCC) Secretariat) and constructive feedback
has culminated in a brochure template that has been
praised for its effectiveness in maximising stakeholder
understanding and information retention.
The model developed by MLA and Coretext has set a
precedent for RDC communication of evaluation
performance to government and peak industry stakeholders,
and has been endorsed by the Australian Government
Department of Agriculture, Fisheries and Forestry.
¹ CRRDCC 2008, Measuring economic, environmental and social returns from
Rural Research and Development Corporations’ investment, Australian
Government
² Allara, E (CRRDCC Chair) 2008, ‘Rural R,D&E investment benefits rural sector,
wider society’, CRRDCC Media Release issued on December 16, 2008
Meat & Livest
ock austr
aLia
Why does MLA need
a framework forindependentevaluation?
COMMUNICATIONS BRIEF
Objective: Communicate results
of each program evaluation and
demonstrate MLA’s application of
consistent evaluation procedures
across all programs.
Audience: Australian Government,
peak industry bodies and ‘top tier’
levy payers.
Tone: Professional, convincing and
engaging. Reflect MLA’s culture of
accountability and transparency by
conveying program successes and
failures. Key message: MLA delivers
its programs in a cost-effective way
to maximise returns to industry.
Scope: The brochure series should
follow a similar format, with each
brochure adding to a ‘reference set’
retained by the recipient.
STRUCTURE: Ensure that each
document is consistent, while
allowing flexibility to include tailored
information and relevant case studies.
Each brochure should include:
- a brief description of the MLA
evaluation model
- a focus on industry impact and
adoption of MLA program outcomes
- case studies to highlight examples of
industry impact
- visuals to illustrate the message.
Each brochure should be about eight
A4 pages with a suitable balance of
text and images to aid readability
(approximately 2,500 words total).
WRITING STYLE: Copy should be
appropriate to the audience – not
too formal or conversational. Text
should be fact-based and technical
content should be clear and concise.
REVIEW PROCESS: Each brochure will
be reviewed by multiple parties prior to
production.
DESIGN: Brochure layout must adhere
to MLA brand and style guidelines.
REFERENCE MATERIALS
Project success will depend on the
author’s ability to extract relevant
messages from the CIE/MLA Program
Evaluation Framework, individual
program evaluation reports and
additional material supplied by MLA.

3. 2
SITUATION ANALYSIS
“Sustainability can be enhanced by
increasing …transparency and by
implementing sound monitoring and
evaluating performance systems. This
assures not only continued funding but also
probably attracts additional sources of
funding.”
(International Service for National
Agricultural Research)
In an increasingly tight funding environment intensified by
international economic decline, RDCs are challenged by
growing competition for a share of the public funding pool.
The possibility that Australian Government
policymakers and industry investors could follow other
countries, who have adopted competitive funding
mechanisms to redirect priorities, increase accountability
and reduce costs, has placed pressure on RDCs to
demonstrate a favourable return on stakeholder investment
in light of their responsibility “to ensure funding is allocated
to achieve the highest return possible”1
.
The imperative for RDCs to justify their worth
escalates the need for transparency and heightened
communication with key sponsors including the Australian
Government and peak industry bodies.
While MLA recognises that such communication is
dependent on a consistent body of knowledge that can
only be collected through thorough evaluation, a system
to appraise its performance did not exist prior to 2005,
hampering efforts to demonstrate accountability to key
investors and alignment with the Australian Government’s
National Research Priorities2
and Rural Research and
Development Priorities3
.
The organisation perceived the situation as a key
chance to address this weakness and assume a
competitive posture.
MLA drew on its strengths: a professional internal
resource base committed to program improvement
(effectiveness, efficiency and triple bottom line benefits4
);
and external expertise in evaluation management,
engaging the CIE to assist its development of a successful
evaluation framework that could withstand – and would
welcome – intense scrutiny of its programs.
This triggered identification of a further opportunity
to address fragmented stakeholder communications with
major investors. Acknowledging that discussion with
government and peak industry representatives had
traditionally been compromised by inaccessibility,
demanding political schedules, and competition with other
entities for attention, MLA consulted Coretext
Communications to assist its development of a
communications solution that would effectively convey
information required for equitable funding allocation.
Awareness that budgetary constraints would
increasingly underpin investor decisions, with anticipated
RD benefits dictating ongoing funding negotiations, also
prompted MLA to clearly articulate economic, social and
environmental returns generated by its programs, and
consensus on National Research Priorities.
By taking a lead in communicating directly with
target stakeholders in this fashion, MLA seized an
opportunity to gain a competitive advantage in securing
ongoing financial backing by demonstrating its responsible
use of funds on behalf of the industry¹ and its contribution
to Australia’s competitiveness in the global agricultural
arena.
GOALS OBJECTIVES
Goal
Build and maintain stakeholder confidence in MLA4
and
guide future investment.
Objectives
1. Communicate the
value of triple bottom
line benefits
generated by MLA
programs to
government and
peak industry council
stakeholders6
2. Demonstrate
matching dollar-for-
dollar RD funding and alignment with National Rural
Research Priorities to Commonwealth stakeholders4
3. Communicate the marginal return on industry
investments and MLA accountability for levy income to
peak industry stakeholders4
4. Declare key assumptions to establish a ‘counterfactual’
case1
in communications with government and peak
industry council stakeholders
5. Engage government and peak industry council
representatives in the MLA evaluation and program
improvement process5
TARGET STAKEHOLDER AUDIENCES
Government: Federal Minister, Parliamentary Secretary,
Australian Government Department of Agriculture,
Fisheries and Forestry (including agencies), politicians,
policy makers, Council of Rural Research and
Development Corporations’ Chairs, RDCs
Peak Industry Councils: industry associations, producer
groups, industry leaders, industry cynics
Internal: MLA Board and Executive Committee
1
MLA Program Evaluation Strategy 2007-10, MLA
2
Department of Education, Employment and Workplace Relations 2003, Australian
Government
3
Department of Agriculture, Fisheries and Forestry 2007, Australian Government
4
Atkinson, Dr L 2008, ‘The evaluator as change agent in history: challenges and
strategies for success’, Australasian Evaluation Society Inc. paper delivered on
September 12, 2008
5
Atkinson, L 2008, Australasian Evaluation Society Inc. QLD Forum Powerpoint
presentation delivered on 26th March 2008, www.aes.asn.au/regions/qld/
6
MLA Executive Committee 2008, “Mapping the maturity of the MLA
framework”, MLA Executive Committee meeting summary review, November
2008

4. 3
IMPLEMENTATION
MLA’s goal to build and maintain government and peak
industry council confidence is underpinned by a
communications strategy to develop information
brochures corresponding with individual program
evaluation projects.
In 2005 the MLA Executive Committee stipulated
that a satisfactory stakeholder communication outcome
would be demonstrated by a sample set of brochures that
communicated program evaluation outcomes in “terms
that are simple and relevant to various external key
stakeholder groups” and “understandable to internal
stakeholders ....including program investors, MLA
executives [and] program managers”.
Collectively, the publications constitute the ‘MLA
program evaluation series 1998-2010’ and slot neatly into
a binder titled Summary of program impact and lessons
learned: 1998-2010. The binder was presented to target
stakeholders in 2007 with the launch of the first three
brochures: ‘1.1 Enhancing product integrity; 1.2
Maintaining and liberalising access to world meat markets
and 2.1 Improving eating quality.
The purpose of the binder concept is two-fold: it
was anticipated that its configuration, with labelled
dividers, would allow stakeholders to file individual
brochures in a tangible directory that could be shelved for
ongoing access; and that the folder’s professional design
would convey the ‘importance’ of the evaluation project
and information contained therein.
A four-page series overview, Why does MLA need a
framework for independent evaluation?, explains the
overall project rationale, while a one-page ex-post MLA
program evaluation schedule, consistent with the MLA
strategy map 2007-2011, illustrates how the publications
relate to the organisation’s vision to create “a profitable
and sustainable meat and livestock industry”. The map
also alerts stakeholders that brochures will be rolled out in
line with individual program evaluations between 2007
and 2010.
The brochures follow the MLA evaluation project
logic, tracing outputs, outcomes, impacts and benefits
generated by individual program inputs, and conveying
program performance against organisational goals and
National Research Priorities in language that is
comprehensible to target stakeholders.
In response to the MLA Executive Committee’s
directive, information is concise, clearly
compartmentalised and packaged to facilitate easy
referencing. Key points stress triple bottom line
outcomes, impacts and benefits, and ‘fast financial facts’
boxes summarise the economic analysis of program
performance over a nominated period, ensuring that
returns on stakeholder investments are transparent.
These information ‘snapshots’ are complemented by
background information that profiles the relevant program
and its place within the broader MLA structure; a
summary of key evaluation findings relevant to specific
program areas; and case studies that provide context and
qualitative evidence of quantitative claims.
With three major MLA programs scheduled to
undergo ex-post evaluation each year, corresponding
publications are produced in an intensive process that
involves analysing and summarising the CIE evaluation
report; sourcing relevant background materials from
program managers, industry or government partners; and
liaison between MLA and Coretext Communications to
develop a brochure ‘roadmap’.
Content is subsequently refined so that it can be
delivered in an interesting, user-friendly way that displays
empathy for government and peak industry stakeholders’
busy schedules and competes successfully for attention.
Information grabs and charts/graphs are used to
draw attention to key messages, convey information
quickly, and assist retention.
Meat Livestock austraLia
evaluationseries
Eating quality
The industry impact
2.1 improving eating
quality
MLA_Eat_Quality.indd 1 22/8/07 5:16:40 PM
Meat Livestock austraLia
evaluationseries
Food safety:
predictive microbiology
The industry impact
1.1 enhancing product
integrity
MLA_Food_Safety.indd 1 22/8/07 5:18:06 PM
Meat Livestock austraLia
evaluationseries
Market access
The industry impact
1.2 Maintaining and
liberalising access to
world meat markets
MLA_Market _Access.indd 1 25/1/08 2:51:01 PM
evaluationseries
Red meat nutrition
marketing
The industry impact
2.2 Enhancing the
nutritional reputation
of red meat
MLA_RedMeatNutri.2.2.indd 1 9/02/09 1:59 PM
Meat Livestock austraLia
Lighter coloured mutton
boosts global performance
exports worth $442 million in 2005-06 (aBs) account for 76 per
cent of total mutton production and have made australia the
world’s largest mutton supplier. to retain this competitive lead,
processors and exporters must ensure their product continues
to have higher consumer appeal than other meat products.
When it comes to mutton, appearance is the key.
the mutton export market demands light coloured meat and
buyers will pay higher prices accordingly.
Low-voltage stimulation technology immobilises the animal
after slaughter and ensures the maximum amount of blood is
removed from the carcase as early as possible to produce a
lighter-coloured meat.
customers of australian export mutton value the lighter-
coloured product over mutton from other sources. consumer
acceptance has driven adoption of this technology by
processors responsible for more than 70 per cent of the mutton
processing capacity in australia.
Technology delivers at Australia’s
largest sheepmeat processor
fletcher international exports – australia’s largest sheepmeat
processor, exporting mutton to 70 countries – began installing
the low-voltage electrical immobilisation and stimulation
technology two years ago.
in a company for which exports represent 98 per cent of its
production, and mutton constitutes about 80 per cent, plant
manager dave Mckay says the investment has returned
substantial results.
“accelerating carcase bleeding aids better carcase presentation
by removing residual blood from the meat, and this helps to
produce a lighter coloured meat which is more acceptable to
export customers.
the technology has also reduced occupational heath and safety
risks. immobilisation before shackling has eliminated involuntary
muscle movement in sheep after slaughter, which has provided
a safer working environment for operators.”
– Dave McKay, Fletcher International Exports plant manager
Frontier technology investment
Parallel to research and development that is modernising
meat processing is frontier biotechnology research into the
management of cattle genetics. this is improving traits related
to feeding efficiency, tenderness and marbling, which are critical
for optimising meat eating quality in a feedlot system.
through its Partners in innovation program, MLa’s original
technology has been licensed to Brisbane company genetic
solutions, which has refined the dna test and developed a
faster, more accurate and cheaper suite of dna markers.
new markers have improved quality predictability and control
in the production chain, allowing seedstock breeders and
lotfeeders to select animals of low feed intake without reducing
fat levels, and to select cattle for higher marbling markets.
“the commercial partnership has added significant value and
produced broader industry benefits, potentially saving the beef
industry millions of dollars.” – Jay Hetzel, Genetic Solutions director
improved colour:
export value
n Exports valued at more than $440 million
account for 76 per cent of total domestic mutton
production of 243,789 tonnes (ABS 2005–06)
and have made Australia the world’s largest
mutton supplier
n Electrical immobilisation and stimulation
technology is being used to produce light
coloured meat, satisfying lucrative export market
demands
n The technology is applied to more than 70 per
cent of the sheep mutton processing capacity in
Australia
n Improved colour helps Australia’s mutton
processors and exporters to retain a competitive
lead internationally
Export quality
Australian mutton exports (volume) 2005-06
Middle East
23.6% = $104.3m
North Asia
16.0% = $70.7m
Other
16.0% = $70.7m
US
9.5% = $41.9m
South
Africa
9.1%
= $40.2m
SE Asia
8.2%
= $36.2m
Mexico
7.7% = $34m
EU
5.5% = $24.3m
Pacific
3.4% = $15m
Canada
1.0% = $4.4m
SOURCE: DAFF/ABS
Total = 145,186 tonnes shipped weight
(185,280 tonnes carcase weight)
collaborating for
success
the rapid industry adoption of processing technology arising
from the MQst program is the result of successful collaboration
between a number of organisations. MLa acknowledges
the contribution of the australian red meat industry, state
departments of agriculture, csiro, the Beef and sheep crcs,
Meat Wool new Zealand and realcold Milmech.
MLA_Eat_Quality.indd 7 22/8/07 5:17:03 PM
Meat Livestock austraLia
Benefits from MSA beef
(net present value 2005)
0 500 1000 1500 2000 2500 3000 3500
Industry value added
Consumer benefits
Total investment
MSA ($m)
Benefits from MSA sheepmeat/MQST
(net present value 2005)
0 40 80 120 160 200
Industry value added
Consumer benefits
Total investment
MSA sheepmeat/MQST ($m) SOURCE: CIESOURCE: CIE
Beef eating quality - industry benefits
(forecast industry benefit over 30 years*)
Year
$159m
$932m
Sheepmeat eating quality and MQST - industry benefits
(forecast industry benefit over 30 years*)
1996
2026
2016
2006
Year
N/A
$151m
1999
2029
2019
2009
approval feeds demand
the benefits arising from Msa beef are the result of an industry
decision in the mid-1990s to improve the eating quality of
australian beef. the strategy has been aimed at lifting product
demand by building consumer confidence in beef eating quality.
this investment followed studies showing consumers are
quality-conscious and prepared to pay more if quality can be
guaranteed.
evaluation of the program has shown it has delivered intended
quality gains, with increases in consumer satisfaction, prices
and industry skill levels.
tracing Msa beef impacts
MSA beef investment
the $210 million investment in Msa beef continues to leverage
additional investments made by state governments, processors,
retailers and food service providers. the technical infrastructure
to support the implementation and adoption of program outputs
has been provided through government and industry investment
in the Beef cooperative research centre (crc).
Inputs to outputs
consumer sensory research into links between different
combinations of meat characteristics and cooking methods
informed the development of a voluntary Msa grading system,
implemented in 1999-2000, that has seen pricing signals pass
along the supply chain more fluently. Msa provides:
n best-practice pathways for producers and processors
n an eating quality guarantee for wholesalers, retailers and
consumers
n training services for
processors, retailers and
food service providers.
MSA beef
outcomes
the Msa system,
combined with greater
awareness of eating quality
factors, has produced
higher, more consistent
beef eating quality, with
42 per cent of consumers
identifying improvements between 2002 and 2005 (stancomb
research Planning 2005).
australia’s largest beef retailers now use Msa principles in their
cattle purchasing and processing protocols.
the adoption forecast is that processors employing Msa
techniques will be responsible for more than 60 per cent of the
national beef kill by 2010.
At a glance: MSA beef
1. inputs: $210m, 30-year investment
2. outputs: consumer testing; Msa grading system; training
3. outcomes: higher beef eating quality and consistency;
steady adoption (80% of eligible beef processed under Msa by
2010)
4. impacts: 6.7% domestic demand increase by 2010; 0.3%
export demand increase by 2010; processor costs 3% higher;
14,000 employees trained in Msa meat science by 2010
5. Benefits: $932m in red meat industry added value;
consumer satisfaction; $3.4b net benefits to australians
MSA beef impacts
industry changes attributed to Msa, relative to baseline value:
demand: a 6.7 per cent increase in domestic beef demand by
2010 and a 0.3 per cent increase in export demand.
supply: a three per cent cost increase imposed on processors
with highest impact on processors of grainfed product.
social: training provided for 14,000 employees in the
processing sector by 2010; skilled regional workforces
stimulating social effects.
MSA beef benefits‡
Msa beef is forecast to generate $932 million in red meat
industry added value. this is in addition to $3.4 billion net
benefits to the community including measurable flow-on effects
such as a higher skilled and safer workforce, higher incomes
flowing from increased red meat production, and consumer
wellbeing measured by increased consumer satisfaction.
direct value from Msa is a result of increased domestic
demand, partially offset by increased processing costs.
from January 2007, MLa’s national Livestock reporting service
began collecting market prices for Msa cattle. analysis of this
data over time will allow MLa to confirm that the forecast for
adoption of Msa principles leads to whole-of-chain benefits for
the beef industry.
fast financial facts
economic analysis revealed that the return on the industry
investment in Msa beef reached break-even point by the end of
2005–06†
.
Beef eating quality
Industry investment to 2005 $178 million
Industry benefit to 2005†
$159 million
Forecast investment over 30 years‡
$210 million
Forecast industry benefit over 30 years‡
$932 million
A Beef CRC review has
confirmed MSA has
injected $244 million
into the Australian beef
industry. The review,
based on MLA’s price
data, reported a
$159 million industry
premium between 1999
and 2005 and an additional
$85 million industry
premium in 2005-06†
.
Beef
* 1996–2026 †
Preliminary estimates of the economic benefits of Meat Standards Australia, Beef CRC, 2006. ‡
Benefits are presented as changes in
industry added value. All results are net present values in 2005 dollars, calculated over a 30-year horizon (1996 to 2026) using a five per cent real
discount factor.
MLA_Eat_Quality.indd 4 22/8/07 5:16:50 PM

5. 4
PEER REVIEW PROCESS
Each program brochure in the ‘MLA program evaluation
series 1998-2010’ undergoes a rigorous peer review
process across four levels:
• CIE/MLA evaluation team/Key external stakeholders
• Independent experts
• MLA Executive Committee/Board
• CRRDCC Secretariat.
After consultation at each level, MLA and Coretext
consider feedback and make relevant adjustments before
the publication progresses to the next level for review.
Following scrutiny and approval by the CRRDCC
Secretariat, each evaluation brochure is included in the
aggregate pool of cost benefit analyses and Annual Report
to the Minister for Agriculture.
The brochures are posted on a designated section
of the MLA website and on the CRRDCC website to
ensure broader accessibility.
www.mla.com.au/HeaderAndFooter/AboutMLA/
Corporate+documents/Evaluation/default.htm
Source: Meat Livestock Australia (MLA) website
http://www.ruralrdc.com.au/Section/CaseStudy/20/MLA
+meat+quality+push+yields+11b+benefit.aspx
Source: Australian Government Rural RD Corporations
website
ADAPTING THE BROCHURE SERIES
BASED ON PEER AUDIENCE FEEDBACK
The publication series has evolved based on peer
feedback. Notably, review of the first three brochures in
the suite informed a format change that saw the ‘Fast
Facts’ summary boxes, associated charts and ‘Lessons
Learned’ moved from the back page (page 8) to pages 2
and 3, with box ‘headings’ drawing a clear connection to
more detailed information (‘the story’) and supporting
financial data on subsequent pages.
Similarly, case studies were shifted from Page 3 to
the back page. They were trimmed of copy that did not
relate specifically to tangible benefits generated by MLA
programs, resulting in three or four tight vignettes
accompanied by stakeholder photographs and testimonials.
“A really good ram only comes along every
so often and through LAMBPLAN®
we can
find those superior rams from an early age.
Measured genetics allow producers to
know what they are buying and to produce
to market specification.” – George Carter,
Linton Stud seedstock producer, NSW
“Since we introduced the ‘Trim Lamb’
products in 1992, demand has been
unprecedented and our profit margins have
increased.” – Brendan Watts,
Melbourne butcher
Feedback also informed the decision to give greater
prominence to the program ‘promise, progress and
performance’ sections, which were underplayed in the
former design; and to include more images with brief
captions to reinforce key messages, and aid reader
navigation and information digestion.
These changes are evident in subsequent
brochures: 2.2 Enhancing the nutritional reputation of red
meat (published); 2.5 Aggressive promotion in the market
place and 3.1 Increasing cost-efficiency productivity –
on farm (lamb) – combined in a 16-page brochure to
illustrate the interconnection between on-farm and
marketing performance (in production); and 3.1 Increasing
cost-efficiency productivity – on farm (beef) (in
production).
Five hundred brochures are printed for each
program, which are distributed directly to targeted
government and peak industry council stakeholders, and
MLA Board/Executive personnel.
Once all brochures in the series have been
completed, an overview publication will be produced to
summarise the findings of all program evaluation projects.
A work in progress, the binder and its contents to
date accompany this submission.

6. 5
ASSESSMENT
The ‘MLA program evaluation series 1998-2010’ binder
and brochures are rolled out following completion of
scheduled program evaluations. Government and industry
leaders have hailed the brochures as the prime resource
for information on Australian meat industry RD,
extension and marketing accomplishments.
The brochure series supports MLA’s evaluation
objectives and has achieved excellence across each of
these areas:
Quality
Build and maintain stakeholder confidence. Peers claim
the brochures address key policy questions and represent
a useful information resource to support enhanced
engagement between industry and government on policy
issues. Contributions to the CRRDCC have earned
Government (DAFF) satisfaction, and peak industry
councils have confirmed the brochures: present results in
a way that is easy to interpret, reinforce messages with
clear arguments, and are adaptable for use by industry
stakeholders.1
Comments from DAFF and CRRDCC personnel
documented during the feedback process included:
• “[The brochures] help demonstrate that systematic
evaluation processes ...[are] guiding investment
decision making and delivering results”
• “[Images featured in the brochures] told the story well”
• “At a glance boxes and fast financial facts are good”
• “[The brochures] inform clients including the Australian
Government of the tangible benefits of the RD”
• “[The series] assists with determining the value of
the entire RD investment portfolio”
• “[The brochures] support in detail communications
with the Australian Government”
• “[The brochure concept] has potential application across
the other agricultural industry-owned companies”
• “[The series] is helpful in charting the way forward
[for other RDCs]”
Feedback on MLA evaluation brochures from Australian
Government Department of Agriculture, Fisheries and
Forestry (DAFF) and Council of Rural Research and
Development Corporations’ Chairs (CRRDCC) personnel.
Leading edge
Support a company culture managing for outcomes.
The MLA evaluation brochures’ high accessibility through
internal distribution, and placement on the MLA intranet
and designated MLA website ‘Evaluation’ page, have seen
the series underpin internal change. The brochures
continue to generate awareness and understanding that
helps to build evaluation capability.
The evaluation series supports a culture of
‘managing for outcomes’ by facilitating a ‘learning by
doing and reflecting’ process. Transparency, evident in the
brochures’ depiction of program successes and failures
based on retrospective coherence of events,
circumstances, and unintended consequences, is
fundamental to this aspect of corporate learning.
Stakeholder engagement in setting better outcome
KPIs – a challenge met during the evaluation process itself
– has been enhanced by better understanding of program
outcomes largely attributable to the brochure series. In
particular, the inclusive process of creating the brochures
has generated an organisational focus on outcomes.1
The ‘MLA program evaluation series 1998-2010’ has
contributed to MLA’s position at the ‘leading edge’ of RDC
practice in Australia. It has affirmed the organisation’s
capacity to revolutionise evaluation under the RDC
paradigm, and to pioneer an innovative communications
solution that both clarifies vital information and
demonstrates accountability to key stakeholders.
The brochures represent an unprecedented
approach to RDC communications and the publications
completed to date have promoted the Government RDC
model’s achievements in delivering triple bottom line
benefits “beyond the scope of the original investment”2
.
The brochure series concept jointly developed by
MLA and Coretext Communications has set the
benchmark for RDC communication of evaluation
performance to government and peak industry
stakeholders, and has been endorsed by the Australian
Government’s Department of Agriculture, Fisheries and
Forestry Rural Policy Innovation team.
Contribution to knowledge
Guide future investment. The brochures enable
Australian Government and industry stakeholders to
gauge where the highest returns on their investment
exist, including indirect benefits enjoyed by consumers,
the community and enterprises outside the industry value
chain, and to draw comparisons between different MLA
programs. Accumulated knowledge allows funding to be
allocated to higher pay-off areas to achieve optimum
returns.1
The brochures meet the key challenge to simplify
complex facts and figures, communicating the outcomes
of MLA program evaluation and building an information
bridge between MLA, government and peak industry
stakeholders that facilitates mutual cooperation.
The project has been an evolutionary ‘proving and
improving’ process, with peer review informing the
development of a brochure template that has
been praised for its capacity to maximise
stakeholder understanding. The template
will guide ongoing communication of
MLA program evaluation results, and
has set a standard for communication
between all other RDCs and
government/industry stakeholders.
1
MLA Executive Committee 2008, “Mapping the maturity of the MLA framework”,
MLA Executive Committee meeting summary review, November 2008
2
Allara, E (CRRDCC Chair) 2008, “Rural R,DE investment benefits rural sector,
wider society”, CRRDCC Media Release issued on December 16, 2008
NOTE: A
hard copy of the
‘MLA program
evaluation series 1998-
2010’ binder, inserts and
brochures completed to
date accompanies
this submission.