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Conducting Market Research for Extension Programs: Nebraska Extension’s Weather Ready Farms

Webinar

Recording Available Here

As part of eXtension’s New Technologies for Agricultural Extension (NTAE) Year 1 Cooperative Agreement with USDA-NIFA, the eXtension Foundation partnered with a Nebraska Extension program called Weather Ready Farms to help accelerate their program implementation and impact. In addition to this initiative being documented in a peer-reviewed ePublication, this project received direct support from a third-party marketing firm specializing in agriculture to conduct market research into the target audience and create a marketing & communication plan. 

Join Ashley Mueller (Nebraska Extension), Michael Bergland-Riese (Nebraska Extension), Hans Schmitz (Purdue University), Scott Reed (eXtension Catalyst), Bill Ervin (EG Integrated), and John Lotta (MSR Group) for a panel discussion to learn more about the key takeaways and findings of the market research, how its being used to further this project, how the surveys were conducted, and the experience of working with an outside firm to conduct market research for an Extension program. 



Panelists

Ashley Mueller, Nebraska Extension
Michael Bergland-Riese, Nebraska Extension
Hans Schmitz, Purdue University
Scott Reed, eXtension Catalyst
Bill Ervin, EG Integrated
John Latta, MSR Group


About Weather Ready Farms

Weather Ready Nebraska is a portfolio of Extension engagement programs developed to increase resiliency by identifying vulnerabilities and prioritizing actions. Included are initiatives that emphasize climate and weather literacy, scenario planning to overcome impactful conditions like drought or flooding, and an innovative credential dubbed Weather Ready Farms.

Weather Ready Farms is an emerging certification program designed to improve or increase resilience towards the impacts of extreme weather on Nebraska’s farms. Participants learn through a year-long program consisting of in-person and online material about improving resilience towards the impacts of extreme weather on Nebraska’s farms. Certified producers successfully undergo separate phases including assessment, education, and verification. 

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About the eXtension Foundation

The eXtension Foundation is a membership-based non-profit designed to be the engine fueling U.S. Cooperative Extension’s advancement in making a more visible and measurable impact in support of education outreach from land-grant universities/colleges located in every state and territory. eXtension is embedded in the U.S. Cooperative Extension System and serves on the Extension Committee on Organization and Policy (ECOP). eXtension provides an array of opportunities for Extension professionals that foster innovation creation, the adoption of innovations at member institutions, and increased impact of Extension programs. This work is supported by your membership dollars and funding from USDA-NIFA, grant no. 2019-41595-30123. For more information on eXtension membership, please visit eXtension.org. You can also find our Terms of Service here

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