Introduction
As part of a statewide effort to enhance Extension programs in Florida for the next decade, the PIE Center was asked to solicit input from stakeholders and members of the general public regarding perceived issues affecting their community as well as impression of Florida Extension. The analysis gave Florida Extension a clear path of action, as an educational organization, to support Florida’s economy, environment and people.
PIE Center researchers conducted two focus groups with members of the general public in Orlando and Fort Myers. To obtain stakeholder perceptions, additional focus groups were held with agricultural and natural resources opinion leaders such as commodity leaders, county commissioners, public agency representatives and family/child agency representatives.
Key findings
Participants in Fort Myers and Orlando both mentioned water as an issue affecting their community’s agriculture and natural resources, specifically water availability and government involvement in water management. After participants stressed the need for information and education about the various issues, they were asked their impression of the phrase “University of Florida IFAS Extension.” A few participants had heard of Extension but not IFAS, and many had not heard of either. Although participants had favorable impressions of the services offered by Extension, both focus groups suggested that IFAS Extension create local community and school partnerships to market its services.
Among stakeholders, IFAS Extension was considered to have a good reputation and be a reliable source of accessible information. In addition, stakeholders identified Extension’s strengths as its network of affiliates as well as its local presence. Weaknesses identified by stakeholders included: a lack of applicable research, too broad of a focus and a lack of public awareness. The opinion leaders perceived Extension as having a culture that doesn’t adapt to new populations or technology, and has instead been bound by tradition.
Recommendations
In order to generate greater awareness and educate the public, the PIE Center recommended that IFAS Extension implement an increased, targeted and refined marketing campaign. In addition to using mass media channels and public relations, Extension should create more local community and school partnerships to market services. PIE Center researchers also suggested that Extension consider focusing on small farmers and local food as an opportunity to reach and affect new audiences.
Additionally, IFAS Extension should consider making adjustments to the traditional model of county offices and agents organized via program area and reliance on face-to-face delivery. By experimenting with innovative, “outside the box” approaches such as multi-county, multi-disciplinary, problem-based Extension, personnel and focus would be tailored to existing needs and problems of the surrounding communities. An Extension program focusing on new audiences — younger, more urban or suburban, while still maintaining traditional clientele base — would also benefit IFAS Extension.
