The Missouri Produce Growers Video Newsletter: Engaging, Impactful & Replicable Extension Education
Extension Education
Justin Keay
Field Specialist in Horticulture
University of Missouri Extension
Bowling Green
Abstract
Maintaining impactful, ongoing digital engagement with specialty crop farmers is challenging. Extension educators must compete with social media content creators to capture and hold audiences’ attention. Farming information found on social media often lacks supporting research and may be informed solely by the creator’s opinions. The bi-monthly Missouri Produce Growers Video Newsletter (MPGVN) was developed in 2020 by a team of six horticulture educators to support the adoption of research-backed farming practices by Missouri’s specialty crop farmers, and to serve as a resource hub for the specialty crop industry. A video-based format was chosen to engage learners who prefer educational videos over written content. Newsletter issues are created using the Dotdigital engagement platform and consist of five to seven educational videos three to five minutes long. The interdisciplinary content includes live shot recordings and narrated PowerPoint presentations. Resource hub content includes a “Contact Your Local Horticulture Specialist” map, lists of upcoming classes, grants, publications, partner agencies, and email listservs for growers. In 2023, a survey to assess impacts of the newsletter was sent to 948 subscribers using the Qualtrics survey tool, with a 14% response rate (N=132). Of respondents, 55% identified as “currently growing and selling produce or growing produce and planning to sell in the future” (growers). The survey showed that of growers; 85% indicated knowledge gains; 78% reported adoption or change of farming practices; 63% attended an extension class; 56% connected with a partner agency; 23% applied to grants; and 5% received grant awards, thanks to information delivered in the newsletter. Additionally, an analysis was performed to assess MPGVN subscriber engagement. Email newsletter engagement metric data, tracked by issue in Dotdigital, was collected for issues released from 2020-2023. The MPGVN engagement metrics relative to industry benchmarks for educational email newsletters are higher by (66%) for unique opens, (190%) for unique clickers, and (77%) for click-to-open rate. The MPGVN is an effective educational tool and resource hub supporting knowledge gain and adoption of research-driven farming practices. The engaging content and format of the MPGVN can be easily replicated by other Extension programs to support their state’s specialty crop industry.
Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.
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Authors: Justin Keay, Katie Kammler, Debi Kelly, Juan Cabrera-Garcia, Ramon Arancibia, Eli Isele
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Keay, J. Field Specialist in Horticulture, MU Extension, Missouri, 63334
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Kammler, K. Field Specialist in Horticultures, MU Extension, Missouri, 63670
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Kelly, D. Field Specialist in Horticulture, MU Extension, Missouri, 65203
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Cabrera-Garcia, J. State Vegetable Specialist, MU Extension, Missouri, 65211
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Arancibia, R. Field Specialist in Horticulture, MU Extension, Missouri, 64730
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Isele, E. Field Specialist in Horticulture, MU Extension, Missouri, 63376