First Things First

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First Things First

• Grading will be completed through last nights
  assignments by Sunday, April 6th
• Final Project
• Vista assignment with details up tonight
• WebQuests
• Format on Vista tonight
• Final Exam
• Detailsnext slides

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Final Project due Sunday, April 20th

• What is required?WebQuests
• Objectives (3-5) that outline and specifically
  indicate what about the topic you would like
  learners to do.
• These will also be similar to those from your
  weekly lessons.
• Your objectives should involve higher order
  thinking skills accurately using verbs like
  evaluate, assess, judge, critique, analyze, etc.
  
• These objectives are more similar to those
  labeled Short Term and Medium Term Outcomes
  (knowledge and attitudes, but also decision
  making and practice) using Extensions Logic
  Model.
• An introduction about your topic similar to those
  in each of your weekly lessons.
• A way of evaluating the learning that occurred.
• Please provide five (5) well thought out,
  specific, multiple choice questions and answers
  that require the learner to read and understand
  the sources provided.
• Hyperlinks (12-15) to sources (Internet sites)
  containing articles and information about your
  topic.
• Each hyperlink should have two or three (2-3)
  sentences to either direct or challenge the
  learner and to provide some background about the
  link.

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Current Challenges and Opportunities For Extension
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Why CES?

• Unbiased research based information that can be
  used to improve lives is highly needed and sought
  after

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Where can CES impact?Give an example for each

• Financial literacy
• Health and nutrition
• Entrepreneurial development
• Environmental stewardship
• Family living
• Aging
• Parents as teachers
• Nutrition
• Obesity

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On Campus Developing and Delivering Programs

• Positions Funded by Cooperative Extension
• College of Agriculture and Life Sciences
• Agricultural and Extension Education
• Agricultural and Resource Economics
• Animal Science
• Biological and Agricultural Engineering
  (joint with College of Engineering)
• Botany
• Communication Services
• Crop Science
• Entomology
• Environmental and Molecular
• Toxicology

Family and Consumer Sciences Food Science
4-H Youth Development Horticultural Science
Plant Pathology Poultry Science Sociology
and Anthropology (joint with CHASS) Soil
Science Zoology College of Design College of
Natural Resources Forestry Parks,
Recreation and Tourism Management Wood and
Paper Science
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Challenges/Opportunities

• Structure
• Information overload
• Lack of market identity
• Limited budgets
• Niche of excellence
• How to say no without negative impacts
• New political players/decision makers
• Can you name others?

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Organization of the Future?Which is CES?

• Industrial-Age Org
• Accomplish specific goals objectives.
• Objectives are concrete, specific measurable.
• Administrators monitor Accountability focuses on
  individual performance in determined area of
  responsibility.

• Information-Age Org
• Strives for Excellence on a strategic mission.
• Structure is flexible moves in new directions
  as conditions change.
• Professionals are free to develop new approaches
  in a team setting.
• Accountability resides less in individuals than
  in teams.
• Working Across Program Areas

Management Style?
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Research-Extension Partnership

• Cooperative Extension provides North Carolinians
  with access to the research base of the
  land-grant university system
• Cooperative Extension provides researchers with
  feedback that helps identify priority problems
  for further research

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An Educational Partnership
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Outreach (Engagement) The CES

• Outreach is a 2-way process which the active
  exchange of information with external audiences.
• The scholarship of engagement means connecting
  the rich resources of the university to our most
  pressing social, civic and ethical problems, to
  our children, to our schools, to our teachers,
  and to our cities

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A Few Other Key Partnerships

• Government agencies County departments of social
  services and health state departments of
  environment and natural resources, public
  instruction, agriculture and consumer services,
  emergency management, travel and tourism
• Private foundations ATT Corp Family Care BBT
  Foundation
• Private industry Duke Power Light, Harris
  Teeter, Lowes Foods, Tyson Foods
• Non-profits, grass roots organizations, others
  El Pueblo, NC Bar Association, NC Commodity
  Associations
• Other universities and community colleges East
  Carolina University, UNC School of Public Health,
  Universidad Mayor De San Simon (Cochabambe,
  Bolivia)

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Information Overload

• If you want to learn about something where do you
  go first?
• What is the most reliable source?
• Who can provide follow up if needed?
• What if you had one source that could provide all
  of these?

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Extension Information Marketplace?

• Integrated Marketing becoming involved in the
  clients entire strategic planning process and
  then providing communication solutions. (JOE,
  August 1998)

• To compete- continuing education institutions
  must establish a corporate image that promises
  quality and accessibility to the consumer.
• BRANDING- Creates loyalty a promise of value,
  but consistency is critical!
• What about NCCES?

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Extinction or Distinction?

• Private sectors attraction-revenue garnered by
  refining information to meet specific audiences
  needs.
• Education is more easily accessible. It allows
  for competitors to attain information to meet
  specific needs..larger marketing budget means
  more competition.
• (JOE- October 2000, Vol. 38, Number 5)

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Reach vs. Richness

• Richest Form Face To Face Contact
• Reaching a mass audience with F2F richness
  requires more resources than Extension could ever
  generate.
• Evans Wuster (2000) stated, reach, even when
  it carries F2F richness, is just clutter without
  some form of navigation. Extension must
  respond, or the private sector will dominate.

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Lack of Market Identity

• If 100 in your county were randomly picked and
  asked if they knew what CES was, what percent
  would know?
• What program (s) would they know?
• Would they feel that CES is worth their tax
  dollars?

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Making the Brand Connection How can we do it?

• John Naisbitt, author of Megatrends (1982)
  stated The key to marketing in the future will
  not be primarily distribution, but information.
• The future lies in integrated communication
  integrated thinking.

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Limited budgets

• State deficits reduced funding and put state
  agencies under the fiscal microscope
• County deficits put pressure on non mandated
  programs
• CE limited budgets due to state reversion made it
  difficult to proactively meet client needs

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Look a Gift Horse in the Mouth?

• There are always costs associated with accepting
  outside dollars. Do the benefits
  outweigh the costs?
• Dependence on grants could result in the granting
  agency controlling programming.
• Partnering with others can be a great way to
  multiply the impact of programs. Outside funding
  can be a way to keep alive very important
  programs that are integral parts of strategic
  plans and to develop new programs for new
  audiences.
• Accepting gifts and grants might serve as short
  term gain/win with long term
  costs.

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Niche of excellence

• What are we best at?
• Why are we best at it?
• Who knows were the best?
• Why do they know were the best?

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How to say NO!

• IF you cant be everything to everyone how do you
  say no without negative implications?
• Have others help define whats important and
  whats not (advisory leaders)
• Communicate what you do and dont do
• Be understanding and pleasant
• Have a back up plan to redirect callers

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Political issues

• County
• Why different?
• Who owns?
• Duplication?
• Fund generator?
• Meets Co. strategic plan?

• State
• What are the benefits of continued funding?
• Who does it better?Less people know CES and
  university

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New political players/decision makers

• No personal history of involvement
• Limited understanding
• Narrow focus
• Budget only
• Short term impacts long term impacts
• Rarely hears about agency /-

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Conclusion

• Many opportunities
• All of which can be turned into positive outcomes
  with good planning, communications, and
  commitment.

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For Extension To Survive...
Opportunities for further engagement with our
communities are necessary.