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

1. Why Integrate? Why eXtension? eXtensionCoP Workshop #4 28 JUNE 2011

3. HeliJ. Roy, LSU AgCenter, Nutrition and Health

4. *KrisannaL. Machtmes, LSU AgCenter, School of Human Resources Education and Workforce Development

5. Natalie A. Hummel, LSU AgCenter, Dept. of Entomology

6. *Denise Attaway, LSU AgCenter, Dept. of Entomology

7. *ElinaD. Coneva, Auburn University, Dept. of Horticulture

8. John Braswell (retired), MS State University-Coastal REC

9. William O. Cline, NC State University, Hort. Crops Res Stn.

10. Donna Marshall, USDA-ARS, Southern Horticultural Laboratory

12. Kim Morgan morgan@agecon.msstate.edu

15. 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

16. 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

17. 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

18. 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

19. Why Extension? Extension IS the business of people… PEOPLE FIRST NOT discipline NOT appointment HUMAN component Leverage existing relationships Seek out and nurture connections

20. 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!!

21. 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

22. 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

23. 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!

24. 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!

25. 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)

26. 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

28. Societal impact measures??

30. 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

31. 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)

32. 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

33. 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

34. eXtension EvaluationCommunication Strategy All About Blueberries WHATS THE MESSAGE?! “HERE’S THE ONE-STOP SHOP TO FIND INFORMATION & ASK QUESTIONS ALL ABOUT BLUEBERRIES”

35. eXtension EvaluationSocietal Impact Measures WHATS THE QUESTION, AGAIN?! WHO’S ASKING, i.e. WHO CARES… WHAT DO WE NEED TO PROVE?