Tag: efieldbook

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New eFieldbook Available! Using Radio & Digital Advertising for Extension Campaigns

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA, the eXtension Foundation selected the National Pesticide Safety Education Center (NPSEC) in partnership with Prairie View A&M Cooperative Extension to pilot a mass media campaign using radio and digital advertising to promote pollinator protection messages to the public. The results and method is published in this new eFieldbook.

Using this eFieldbook, Cooperative Extension professionals can learn more about how they can replicate a similar model for their Extension programs. Topics of this eFieldbook include:

  • Narrowing the Audience – Characterizing Millennials, Reaching the Audience, Creating the Campaign
  • Collaboration Team Demographic Diversity, the Speed of Changes, and Strategic Plan Alignment
  • Campaign Outcomes – Metrics, Behavior Change, and Future Campaigns

NPSEC researched how to tap Millennials—a large segment of the intended audience—with the help of several research resources, including the advertising and marketing students from the University of Missouri School of Journalism’s Adzou program, a capstone course in the university’s School of Journalism. Additionally, NPSEC created a network of media partners for both digital and radio advertising to make this possible. In the spring of 2020, Prairie View A&M University’s Cooperative Extension Program in Prairie View, Texas, became the Extension partner, as they were interested in new ways to reach large audiences. The mass media campaign was then focused on driving the public to Extension resources created in partnership with Prairie View A&M University regarding pollinator stewardship.

 

Key campaign metrics of the work of NPSEC, Prairie View A&M Cooperative Extension, and their media partners includes:

  • Over the six weeks, radio messaging through the Texas State Network (which broadcasts across the state) reached 21,411,900 people.
  • Over the six weeks, radio messaging through the Gow Media network (which focuses on the Houston area) reached 1,270,500 people.
  • Banner ads displayed through Learfield IMG on college sports websites generated 1,181 total clicks. People saw the banner ad and clicked through to AgNearMe.com.

Authors:

  • Kara Maddox, Creative Director, Communications, National Pesticide Safety Education Center
  • Tom Smith, Executive Director, National Pesticide Safety Education Center
  • Courtney Weatherbee, Executive Assistant, National Pesticide Safety Education Center

Contributors:

  • Nathan Hermond, Lead Entomologist on the Pollinator Stewardship Pilot, Prairie View A&M University
  • Dr. Carolyn Williams, Executive Associate Director for Extension, Prairie View A&M University
  • Dr. Clarence Bunch, Cooperative Extension Program Leader, Prairie View A&M University

Media Team

  • Herb Hoffman, President, Blackhawk Audio
  • Adam Winters, President, Explore.US and Land.US
  • Juan Rivas Caban, Senior Vice President, Explore.US and Land.US
  • Graham McKernan, CMO, Gow Media
  • Eddie Quagliariello, Learfield IMG Associate
  • Rachel Conrad, Senior Account Executive, Culture Map
  • Braden Kobeski, University of Missouri Adzou Graduate
  • Erica Overfelt, University of Missouri Adzou Graduate

The Mass Media: Sustaining Pollinators eFieldbook is available on the eFieldbook bookshelf at efieldbooks.extension.org, or can be found on the main navigation in Connect Extension at connect.extension.org. 

LinkedIn login is required to access the eFieldbooks. This is similar to using Google or Facebook to log in instead of setting up an account via email. If you do not have a LinkedIn account, you can register for one free here. The purpose of the LinkedIn login is to provide an encrypted ID to the eFieldbook so users can securely interact with that eFieldbook, take notes, and make contributions. The eXtension Foundation is not collecting your personal information. In order to receive notice updates from eXtension, we invite you to opt-in the first time you login to an eFieldbook by providing your desired email address.

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New eFieldbook Available! Using Digital Technology in Extension Education

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Cooperative Agreement with USDA-NIFA, the eXtension Foundation selected Dr. Rose Hayden-Smith as the Technology in Extension Education Fellow for year one (2019-2020). Part of her fellowship was the creation of the first version of the Using Digital Technology in Extension Education eFieldbook. 

The eXtension eFieldbook series provides a digital platform for aggregating content, tools, and engagement, and is available to all professionals in Cooperative Extension.

The emergence of COVID-19 has required Cooperative Extension professionals to respond quickly to changing needs. Many are working out of their homes and working hard to find ways to use technology to serve their communities. Cooperative Extension is facing unprecedented challenges and we are learning.

This edition of the Using Digital Technology in Extension Education eFieldbook provides timely content that aims to help Cooperative Extension professionals consider the role of technology in their work, and perhaps increase the adoption of technology, particularly social media. The information in the eFieldbook provides both food for thought and practical information that will enable you to apply what you’ve learned and to take action. Topics include:

  • A series of perspective essays that explore the nature of technology in Cooperative Extension work and what the future may hold; 
  • An exploration of two featured technologies with case studies, including a newly created social intranet/audience engagement platform designed for Cooperative Extension, and a popular social media platform (Instagram); 
  • A section on leveraging the digital information – content – we already produce using technology, including resources about search engine optimization;
  • Suggested resources that will support your work; and
  • An ongoing series of blog posts to provide additional information to help you stay abreast of technology topics.

This eFieldbook is closely connected to visioning work underway at the eXtension Foundation. To help determine developing technologies that may impact Cooperative Extension through 2025, the eXtension Foundation has developed a futuring panel to explore future options. The panel is led by Jerry Thomas at The Ohio State University. The project’s goals are to:

  • Identify key emerging technologies that may impact Cooperative Extension;
  • Provide a context about how they may impact Cooperative Extension; and
  • Recommend policy and professional development options for Cooperative Extension.

The Using Digital Technology in Extension Education eFieldbook is available on the eFieldbook bookshelf at efieldbooks.extension.org, or can be found on the main navigation in Connect Extension at connect.extension.org. 

Curator/Editor:

  • Dr. Rose Hayden-Smith, eXtension Foundation Technology in Extension Education Fellow. Emeritus, Cooperative Extension, University of California Agriculture and Natural Resources (UC ANR). 

Perspectives Contributors:

  • Greg Aronoff, Oregon State University
  • John Buzzard, Oregon State University
  • David J. Krause, Driscoll’s Berries
  • Dr. Mark Lubell, University of California, Davis
  • Dr. Lindsey Shirley, Oregon State University

Case Study Contributors

  • Dan Macon, M.A., UC ANR
  • Aaron Weibe, M.A., eXtension Foundation

Leveraging Content Contributors

  • ChaNaè Bradley, M.P.A., Fort Valley State University
  • Cynthia Kintigh, UC ANR
  • Liz Sizensky, UC ANR
  • Victor Villegas, Oregon State University

LinkedIn login is required to access the eFieldbooks. This is similar to using Google or Facebook to log in instead of setting up an account via email. If you do not have a LinkedIn account, you can register for one free here. The purpose of the LinkedIn login is to provide an encrypted ID to the eFieldbook so users can securely interact with that eFieldbook, take notes, and make contributions. The eXtension Foundation is not collecting your personal information. In order to receive notice updates from eXtension, we invite you to opt-in the first time you login to an eFieldbook by providing your desired email address.

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New eFieldbook Available! Bridging the GAPs: Approaches to Treating Water On Farms

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Year 1 Cooperative Agreement with USDA-NIFA, the eXtension Foundation selected a multi-state initiative including North Carolina State University, University of Florida, University of Tennessee, and Virginia Tech to participate in our program accelerator, receiving several wrap-around services from the eXtension Foundation to help with faster implementation and impact. One component of eXtension’s wrap-around services is the creation of a peer-reviewed eFieldbook about this project and a model to provide to Cooperative Extension. Dr. Chris Gunter, North Carolina State University, served as the Fellow for this project.

About this eFieldbook:

Preventing foodborne illness and the protection of public health is objective 7.1 of the US Department of Agriculture 2018-2022 Strategic Plan. Sanitary irrigation water for produce is mandated by the USDA, including monitoring, treating and verifying compliance. Proper food sanitation is imperative to prevent situations like the Yuma, AZ E. coli outbreak in the spring of 2018 that ultimately resulted in 210 reported illnesses from 36 states, 96 hospitalizations, 27 cases of hemolytic uremic syndrome (HUS) and five deaths. The outbreak was linked to romaine lettuce grown in the Yuma region.

This curriculum, Bridging the GAPs – Approaches for treating water on-farm, is a four-module curriculum designed for a producer audience. This eFieldbook covers:

  1. FSMA Definition and Requirements of Agricultural Water
  2. Agricultural Water Treatment Tools
  3. Developing On-Farm Agricultural Water Treatment Programs
  4. Implementing Agricultural Water Treatments

This eFieldbook, along with others, can be found at efieldbooks.extension.org. Additionally, eFieldbooks can be found in the main navigation on Connect Extension.

Publication authors:

  • Dr. John Buchanan, Associate Professor, Biosystems Engineering & Soil Science, University of Tennessee
  • Dr. Barbara Chamberlin, Extension Instructional Design & Education Media Specialist, New Mexico State University
  • Travis Chapin, Former State Specialized Extension Agent, University of Florida Citrus Research and Education Center. (Currently with FDA)
  • Dr. Faith Critzer, Associate Professor and Produce Safety Extension Specialist, Washington State University
  • Dr. Michelle Danyluk, Associate Professor and Extension Specialist of Food Safety and Microbiology, University of Florida
  • Dr. Laurel Dunn, Assistant Professor, Food Science and Technology, University of Georgia
  • Dr. Chris Gunter, Director of Graduate Programs – Extension, Vegetable Production Specialist and Professor, North Carolina State University
  • Alexis Hamilton, Ph.D Student, Washington State University, Department of Food Science
  • Dr. Lynette Johnston, Extension Associate, North Carolina State University
  • Dr. Troy Peters, Professor, Washington State University Department of Biological Systems Engineering
  • Dr. Channah Rock, Professor & Extension Specialist, University of Arizona
  • Dr. Laura Strawn, Associate Professor and Extension Specialist of Produce Safety, Virginia Tech
  • Dr. Annette Wszelaki, Professor & Commercial Vegetable Extension Specialist, University of Tennessee

Coordinators of this eFieldbook:

  • Dr. Chris Gunter, Director of Graduate Programs – Extension, Vegetable Production Specialist and Professor, North Carolina State University
  • Dr. Lynette Johnston, Extension Associate, North Carolina State University

LinkedIn login is required to access the eFieldbooks. This is similar to using Google or Facebook to log in instead of setting up an account via email. If you do not have a LinkedIn account, you can register one for free here. The purpose of the LinkedIn login is to provide an encrypted ID to the eFieldbook so users can securely interact with that eFieldbook, take notes, and make contributions. The eXtension Foundation is not collecting your personal information. In order to receive notice updates from eXtension, we invite you to opt-in the first time you login to an eFieldbook by providing your desired email address.

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New eFieldbook Available! Resilient Agriculture: Weather Ready Farms

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Year 1 Cooperative Agreement with USDA-NIFA, the eXtension Foundation selected a Nebraska Extension program called Weather Ready Farms to participate in our program accelerator, receiving several wrap-around services from the eXtension Foundation to help with faster implementation and impact. One component of eXtension’s wrap-around services is the creation of a peer-reviewed eFieldbook about this project and a model to provide to Cooperative Extension. 

The Resilient Agriculture: Weather Ready Farms eFieldbook is an online, interactive guide created to help the agricultural industry become more resilient to weather extremes, climate variability and climate change. It is based on the Weather Ready Farms model developed by Nebraska Extension. The focus is primarily on field crop farms and producers in the Great Plains and Midwest regions of the United States. Many of the concepts and discussions within this fieldbook can be utilized and adapted for other regions and agricultural operations.

This eFieldbook, along with others, can be found at efieldbooks.extension.org. Additionally, eFieldbooks can be found in the main navigation on Connect Extension.

Publication authors:

  • Martha Shulski, Applied Climatologist, State Climatologist, Director, Nebraska State Climate Office, University of Nebraska-Lincoln
  • Hans Schmitz, County Extension Director, Purdue University
  • Tyler Williams, Production Research Scientist, Bayer Crop Science. Former Extension Educator, University of Nebraska-Lincoln

Contributors:

  • Ashley Mueller, Disaster Education Coordinator, University of Nebraska-Lincoln
  • Dannele Peck, Director, USDA Northern Plains Climate Hub
  • Dennis Todey, Director, Midwest Climate Hub
  • Natalie Umphlett, Regional Climatologist, High Plains Regional Climate Center

LinkedIn login is required to access the eFieldbooks. This is similar to using Google or Facebook to log in instead of setting up an account via email. If you do not have a LinkedIn account, you can register one for free here. The purpose of the LinkedIn login is to provide an encrypted ID to the eFieldbook so users can securely interact with that eFieldbook, take notes, and make contributions. The eXtension Foundation is not collecting your personal information. In order to receive notice updates from eXtension, we invite you to opt-in the first time you login to an eFieldbook by providing your desired email address.