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Overview > Conference Proceedings > 2013 SR-PLN, AEA & ASRED Joint Meeting
2013 SR-PLN, AEA & ASRED Joint Meeting
August 19-23, 2013
Presentations
Participants
About the Conference
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Connecting Our Communities: Preparing for the next 100 Years
The Land-Grant University System will celebrate the centennial of the Smith-Lever Act in 2014. As we embrace the past 100 years of extension work, we look forward to what the next century will bring. How will the Cooperative Extension System stay relevant for current audiences, attract new communities and continue to be viable in the future? Learn from your peers, providing solutions in the areas of social media and new technologies, marketing and measuring impacts, issues management, working differently, expanding partnerships and working with new generations. The Cooperative Extension System extends knowledge and changes lives!
Keynote Presentation and Dialogue
Amy Lynch, Extension through the Generations
For the first time ever, Extension must design programs to meet the needs of four – make that FIVE – generations. In this session, we will take a bird’s eye view of the generations and generational cycles. We’ll explore the fundamental messages that appeal to each generation. You’ll come away with a clear understanding of the “generational personalities” of your audience and the core values that drive them. And we’ll glimpse in the generations to come and how Extension will fill their needs! The presentation will be followed by an interactive roundtable discussion.
Urban Task Force PreConference
Strengthening Urban Programming – Working with Traditional Media
How to move Extension from the “best kept secret in the state?” One answer might be through more aggressive media relations work - seeking out positive coverage for Extension programs and people. Join a panel of University of Tennessee Extension professionals for a session on how to attract positive media coverage for our organizations by taking a common sense approach to dealing with the press. The group includes Shirlene Booker, Sullivan County Director; David Cook, Davidson County Agent; Chris Cooper, Shelby County Agent; and Neal Denton, Knox County Director. These four Tennessee Extension professionals are highly visible with the media in their areas, and do a tremendous job of providing information to the public, while at the same time, promoting the UT Extension. The group will be joined by Lelan Statom, a meteorologist with WTVF-TV in Nashville, who has served as a statewide volunteer with Tennessee 4-H, and the panel will be moderated by Chuck Denney of Marketing and Communications with the UT Institute of Agriculture.
Tuesday Morning Sessions - select one:Click on the session title to expand.
Building a Toolbox: Tools for Measuring Impact
Debra Davis, Frankie Gould
Measuring and effectively communicating the impact of our extension programs is not rocket science, but it does take a great deal of planning and the right tools. Measuring impact does no good if you don’t share that impact and sharing the impact is no good without solid data. It’s like trying to use a nail without a hammer! This two-part session (90 minutes each), collectively presented by representatives of the PSD and the Communications Committees, will showcase tools on each workbench which have been effectively used to demonstrate impact in various Extension program areas. Session 1 will focus on designing and collecting impact data while Session 2 will focus on taking that data and using it to communicate impact to extension stakeholders. Participants will receive blueprints and samples at each workbench that they can easily take home and adapt for their individual needs. There will also be an expert on hand to provide individual consults. Come fill your toolbox!
Virtual Programming for Extension and Outreach (repeated in the afternoon)
Roger Richardson
As greater segments of the population receive training and information online, there is an increased need for university outreach and extension using this medium. Virtual Programming provides land-grant institutions with the capability to assist new and nontraditional audiences in underserved areas in a way that has never been done. In order to address this need, Alabama A&M University, Auburn University, and Tuskegee University have come together to develop a Virtual Business Development Center. The Virtual Business Center enables the university to assist rural residents with family financial management/consumer practices, development of small businesses, and the establishment of small farms. Combining the expertise of three land-grant institutions to utilize technology to reach the public will be the norm in the future. This workshop will provide an overview of the planning, implementation, best practices, and technologies used to conduct online outreach/training.
Implementing New Techniques to Deliver Extension Information and Knowledge: A Digital Content Management Approach (repeated in the afternoon)
Pete Vergot
This session will be an interactive discussion on Extension information delivery and channels of information which are constantly changing. Private industry information delivery has evolved from primarily advertising to one of “news” laced with advertising being delivered instantly to clientele. University of Florida/IFAS Extension faculty in the Florida Panhandle have pioneered the use of information technology to deliver educational information to their clientele by changing their “static” web based delivery to a “Content Management System” (CMS) approach. The purpose of this project was to meet the ever-changing demands from Extension clientele to get information and gain knowledge when they want it, how they want it, and as close to the time of knowledge discovery as possible. Extension faculty converted county websites to a WordPress (a CMS) site to publish newsletters, Extension content, blogs, and current events using both traditional and mobile technologies and to integrate with social media to provide immediate information access and feedback. WordPress allowed for integration with Facebook and Twitter accounts using the built in “Rich Site Summary” (RSS) feeds, allowing the information to be published once and viewed on different digital platforms allowing for interactive knowledge and discussion integrated with social media to provide immediate information access and feedback.
Solutions for Reaching Urban Audiences (repeated in the afternoon)
Lydia Domaruk, Daphne Richards and David Rodriguez
Extension Agents working in urban communities are always seeking new ways to reach our “non-traditional” audiences. The unique challenges that this task presents in an urban setting requires complicated answers to complicated questions. How do we overcome limited access to programs? How do we overcome limited resources for program delivery and expansion? How do we overcome low family participation? How do we market and recruit to new audiences? During this session, Extension Agents from Central Texas urban counties – Austin and San Antonio – will share program delivery models that address these types of challenges and successfully provide high quality programming to urban populations. We will focus on three specific program areas: Afterschool Education; Local Food Movement/Sustainable Agriculture; and Youth Gardening. Presenters will share best practices related to reaching new audiences through building community partnerships, developing marketing strategies, tailoring program design to audience needs, developing funding sources, determining program delivery and developing evaluation tools. Please join us in the conversation and build upon your existing toolkit to expand the reach of Extension programs in your communities.
Net Value to Net Worth: Leveraging Personal Networks to Promote the Extension Brand (repeated in the afternoon)
Gae Broadwater, Jennifer Hubbard-Sanchez
How many more times must we hear “Extension is the best kept secret?” What can be done to overcome barriers to promoting the Extension Brand to individuals and organizations who can benefit from its programs and resources? This experiential workshop will take a new look at an enduring method – tapping personal contacts. One application will be with Extension advisory council members and volunteers, who are gateways to potent networks. They are the front line of contact for promoting the Extension Brand. Many times they do not realize the potential they have at their fingertips. This experiential session will review how to introduce networking, how to identify leverage points in personal networks, and ways to expand the diversity in networks. There will be opportunities to incorporate Extension Brand Value messages into personalized message development for various networks, which will result in increasing the “networth” of these relationships.
It’s Bigger than a Facebook Page
Christopher Boleman, Courtney Dodd
“It’s Bigger than a Facebook Page – SO MUCH BIGGER!” How many times have you heard someone respond to a question regarding social media with, “Well, we setup a Facebook page?” While that is an excellent start, let’s talk a minute about other options. Have you ever conducted a “tweetup?” All you have to do is tag it with something like #tx4hconvo. Confused yet? Then, this is the session for you. This session will teach you how to use twitter to EDUCATE and ENGAGE clientele using 140 characters or less. Once you have learned about how to conduct a tweetup, the session will then focus on another social media driven concept entitled “Leadership Live.” This is a live, online delivery presentation with speakers providing short, mini-presentations while the audience is communicating via twitter as they watch and listen live on their computers. So, get a twitter account, bring that smart phone and come to this session! It will be worth your time! So much so, that when you leave, you will be developing a session to go home and conduct with your target audience! Oh, and yes OUTCOME results are included!
Building Issues Management Capacity in Extension from the Field Up
Virginia Morgan, Frankie Gould, Faith Peppers
Extension services face an environment filled with internal and external challenges: rising costs, decreased funding, polarized communities, changing demographics and conflicting stakeholder values. Leadership experiences an issues whiplash, juggling the fallout from one issue to the next hoping to avoid a crisis that drains time, finances, energy and focus. While these issues may present unique characteristics among extension services in the land-grant system, they are mostly mutually shared challenges across the system. Issue management is a means for an organization to work with issues offensively and to seek opportunities through that work. The steps involved in issues management include monitoring, identifying, prioritizing, analyzing, strategic decision-making, implementing and evaluating. Issue management calls for a team approach that includes monitoring activities or questions that arise at the field level. Training agents to look for emerging trends and convey that information to leadership is a key component to successful issue management. This mini-session will walk participants through the concept of issue management and give them tools for setting up an issues management system in their home states.
A Plan for Language Access
Nancy Calix
Title VI of the Civil Rights Act of 1964 prohibits recipients and sub-recipients of federal funds from discriminating on the basis of race, color, or national origin, including limited English proficiency. How does Extension reach and respond to Limited English Proficient (LEP) clients? This presentation will provide information and a framework for developing a language access plan that will ensure effective outreach and communication with LEP individuals. The framework will cover basic components including policy directive and procedures. The session is highly interactive. Participants are encouraged to bring laptops or tablets to assist them in the development of their language access plan.
Tuesday Afternoon Sessions - select one:Click on the session title to expand.
Building a Toolbox: Tools for Communicating Impact
Debra Davis, Frankie Gould
Measuring and effectively communicating the impact of our extension programs is not rocket science, but it does take a great deal of planning and the right tools. Measuring impact does no good if you don’t share that impact and sharing the impact is no good without solid data. It’s like trying to use a nail without a hammer! This two-part session (90 minutes each), collectively presented by representatives of the PSD and the Communications Committees, will showcase tools on each workbench which have been effectively used to demonstrate impact in various Extension program areas. Session 1 will focus on designing and collecting impact data while Session 2 will focus on taking that data and using it to communicate impact to extension stakeholders. Participants will receive blueprints and samples at each workbench that they can easily take home and adapt for their individual needs. There will also be an expert on hand to provide individual consults. Come fill your toolbox!
Virtual Programming for Extension and Outreach (repeat of a.m. session)
Roger Richardson
As greater segments of the population receive training and information online, there is an increased need for university outreach and extension using this medium. Virtual Programming provides land-grant institutions with the capability to assist new and nontraditional audiences in underserved areas in a way that has never been done. In order to address this need, Alabama A&M University, Auburn University, and Tuskegee University have come together to develop a Virtual Business Development Center. The Virtual Business Center enables the university to assist rural residents with family financial management/consumer practices, development of small businesses, and the establishment of small farms. Combining the expertise of three land-grant institutions to utilize technology to reach the public will be the norm in the future. This workshop will provide an overview of the planning, implementation, best practices, and technologies used to conduct online outreach/training.
Implementing New Techniques to Deliver Extension Information and Knowledge: A Digital Content Management Approach (repeat of a.m. session)
Pete Vergot
This session will be an interactive discussion on Extension information delivery and channels of information which are constantly changing. Private industry information delivery has evolved from primarily advertising to one of “news” laced with advertising being delivered instantly to clientele. University of Florida/IFAS Extension faculty in the Florida Panhandle have pioneered the use of information technology to deliver educational information to their clientele by changing their “static” web based delivery to a “Content Management System” (CMS) approach. The purpose of this project was to meet the ever-changing demands from Extension clientele to get information and gain knowledge when they want it, how they want it, and as close to the time of knowledge discovery as possible. Extension faculty converted county websites to a WordPress (a CMS) site to publish newsletters, Extension content, blogs, and current events using both traditional and mobile technologies and to integrate with social media to provide immediate information access and feedback. WordPress allowed for integration with Facebook and Twitter accounts using the built in “Rich Site Summary” (RSS) feeds, allowing the information to be published once and viewed on different digital platforms allowing for interactive knowledge and discussion integrated with social media to provide immediate information access and feedback.
Solutions for Reaching Urban Audiences (repeat of a.m. session)
Lydia Domaruk, Daphne Richards and David Rodriguez
Extension Agents working in urban communities are always seeking new ways to reach our “non-traditional” audiences. The unique challenges that this task presents in an urban setting requires complicated answers to complicated questions. How do we overcome limited access to programs? How do we overcome limited resources for program delivery and expansion? How do we overcome low family participation? How do we market and recruit to new audiences? During this session, Extension Agents from Central Texas urban counties – Austin and San Antonio – will share program delivery models that address these types of challenges and successfully provide high quality programming to urban populations. We will focus on three specific program areas: Afterschool Education; Local Food Movement/Sustainable Agriculture; and Youth Gardening. Presenters will share best practices related to reaching new audiences through building community partnerships, developing marketing strategies, tailoring program design to audience needs, developing funding sources, determining program delivery and developing evaluation tools. Please join us in the conversation and build upon your existing toolkit to expand the reach of Extension programs in your communities.
Net Value to Net Worth: Leveraging Personal Networks to Promote the Extension Brand (repeat of a.m. session)
Gae Broadwater, Jennifer Hubbard-Sanchez
How many more times must we hear “Extension is the best kept secret?” What can be done to overcome barriers to promoting the Extension Brand to individuals and organizations who can benefit from its programs and resources? This experiential workshop will take a new look at an enduring method – tapping personal contacts. One application will be with Extension advisory council members and volunteers, who are gateways to potent networks. They are the front line of contact for promoting the Extension Brand. Many times they do not realize the potential they have at their fingertips. This experiential session will review how to introduce networking, how to identify leverage points in personal networks, and ways to expand the diversity in networks. There will be opportunities to incorporate Extension Brand Value messages into personalized message development for various networks, which will result in increasing the “networth” of these relationships.
Approaches & Strategies for Viable Urban Programming
Danielle Rudolph, Metara Austin, Roosevelt Robinson
The main goal of this workshop is to provide participants with a model to use as a guide for urban program development. This model will also provide an action plan on how to anticipate program needs of urban audiences based on past and current trends, and customize and adapt program materials to fit the expectations of program participants while accomplishing desired outcomes. Presenters will share promising practices in engaging program participants, developing sustainable community partnerships, recognizing participant commitment and stakeholder contributions, and improving marketing techniques. Participants will learn about proven ways to engage urban audiences in Extension programs with specific focus on human nutrition, home grounds, and family and youth programs.
Advancing Social Media through Monitoring and Measurement
Sarah Baughman
Social media has quickly become part of how Extension professionals work. As CES faculty and staff spend increasing amounts of time on social media it is important to understand how social media strategies align with programmatic goals to help determine success. This workshop focuses on successfully implementing social media into Extension programming by aligning social strategies with goals and establishing systems to monitor and measure social activities.
The Eight Discoveries of Self-Efficacy: Creating a Community Environment of Sustainable Change
Grace Peterson
The current challenge for Cooperative Extension Service is to create a bridge that takes our history of experience serving traditional communities into the emerging needs and structures of low income, under-served communities. The key to meeting that challenge is to create learning experiences of self-efficacy in the context of supportive community. This session will teach participants the basic skills of facilitating ‘The Eight Discoveries of Self-Efficacy’ – crucial and identifiable elements of lasting change. These ideas and skills were pioneered in the FIT (Food Initiative Taskforce) for Kids Model in Northwest Louisiana. The core of the FIT for Kids Model is building a supportive community environment that allows participants to experience The Eight Discoveries of Self-Efficacy in many different contexts. This model integrates several perspectives that can meet the unique challenges of positively affecting people’s nutritional and lifestyle choices. Attendees at this session will learn concepts and skills for facilitating sustainable change in low income, under-served communities. They will learn through hands-on activities that include videos and worksheets on how to recognize and facilitate The Eight Discoveries of Self-Efficacy in Extension programming. Group discussions will generate initial action steps for participants to take these skills to their Extension program clientele.
Hotel Information
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Room rate is $139.00/night single rate and $139.00/night double rate.
Individual Call In - Reservations will be made by individuals calling the Hotel directly at 1-800-447-9825 reservation number. Individuals must identify themselves as being with "SRDC Program Leaders Network Joint Meeting" at the time the reservation is made in order to receive the special group rate. Reservations need to be made by Friday, July 19, 2013.
Sheraton Nashville Downtown Hotel
623 Union Street
Nashville, TN 37219
Cancellations
- If you must cancel, please notify Vicki Vaughn by email by August 9th at which time a refund for the registration amount, less a $50 cancellation fee, will be processed. Cancellations made after August 9th as well as no-shows are liable for the full registration fee.
Transferring Registration
- You may transfer your conference registration to another person within your organization by August 9th, by notifying Vicki Vaughn by email vickiv@srdc.msstate.edu.
Registration Discounts
- Registration and payment (credit card, purchase order or check) must be received by July 15th to be eligible for the Early Registration Discount or by August 9th for Regular Registration.
Send checks to:
- Southern Rural Development Center
Attn: Vicki Vaughn
BOX 9656, 190 Bost-North
Mississippi State, MS 39762
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