PDCoP-Evaluation August 2009 Meeting Notes
From Extension Collaborative Wiki
Minutes taken by Ben Silliman
Present: Boyd, Silliman, Cater, Brown, Nichols, White
Marketing Discussion August 11, 2009 Considerations for discussion in branding the Evaluation CoP:
• Determine our objective What is the objective of the Evaluation CoP? -Evaluation content and help to Extension (Alison)
Why isn't that objective posted on our CoP Welcome page? - Is our objective quantifiable? Does it have to be? -We need to tally interest, use (Becky) -e-Ext does track wiki pages on Google Analytics (Mike) --Pop-up question: Not before content is posted (Mike); in-site surveys can be assessed for consistency, confirmed with more than a pop-up survey (Mike)
- Identify our target audience (internal to Extension but how deep?)
Who can help us achieve our objective? -We need to decide on ‘first audience’ (specialists, agents, administrators) will shape the look of the site -“All Extension professionals,” reflecting different states’ varied approaches to program evaluation (Becky) -Are there any ways of knowing who in Extension is using eExt (Heather) -eExt not able to differentiate site users, only general profile (Mike) -We may need to target role (e.g., end-user vs trainer) rather than institutional role -Who should we target (Sorrel) -Focus on specialists (Alison) What do they believe in? What can they do for our CoP (and what can we do for them)?
- Determine our brand positioning
Identify our frame of reference (is it eXtension?) -eExt is simply a delivery platform-our focus is evaluation (Mike) -Create greater program evaluation capacity (Becky) -Develop some general resources, then look for another ECoP that can be a partner with us and create an evaluation model and capacity-building record (Ben) -Educational focus (Melissa) -Explicit training on evaluation is not all that effective in some states—Get involved with a project (Sorrel) Identify our reason to believe in what was are about (education for Extension staff?) Identify our point of difference? How is our CoP different from others within our frame of reference? (internal, not public)—Affirmed by all What benefit do we want people to associate with our CoP? -Greatest benefit is how Extension professionals are able to improve programs (Becky) -Key = easy to use and understand (Heather) -Let specialists and agents tell us what they need most (Ben) Identify the reason to believe in what we are about. What is the most convincing support behind our point of difference? Develop our positioning statement (from our frame of reference, point of difference, and reason to believe).
- Evaluate our CoP's name
Does our name reflect our objective and clearly communicate what we do? -Professional development for Extension professionals (Becky) -Illustrations on how evaluation is done will help people get beyond the tool only (Ben) When used consistently, a tagline can help clarify a name. Do we need one? -We need a tagline for a more ‘retail orientation’(Sorrel, Becky)
- Determine our marketing objective
What does our target audience need to do in order to achieve their objectives? -Find and use resources, then share successes with peers (Becky) -Marketing survey is the first step (Sorrel)
- Determine the marketing challenge
What behavior or belief needs to be overcome (in us or in our target audiences) in order to get to our marketing objective? -Create credible, relevant help and ways to bring their attention to resources on the web (not a place they are used to looking) (Sorrel) What venues are most appropriate for us to promote our CoP? -Where do people find out about eExtension resources now—esp. Professional Development site internal to eExt (Becky) -eXtension is working on some internal professional development resources (Mike) -Our situation is similar to that described by Patton in relation to developmental evaluation (Mike)
FAQ Knowing how to navigate Important to identify types of questions, then group starts addressing them We need to be more systematic about how to approach Review Guidelines and Process, samples
Better KidCare America sample -Begin by generating lots of questions and put them online
Most members concur with initiative to ask questions of evaluation specialists and professional development specialists
Post our content first, then ask for input
FAQ x categories Planning--Becky Focusing—Kim Questions and Design-- Methods—Ben Silliman Data Collection—Melissa Cater Analysis and Interpretation—Alison Reporting—Mike
Intellectual Property/Contributor Agreements (see about.extension.org wiki site) Dan Cotton—“All contributors retain possession of their original material…” --You only give permission to use material (not sign over ownership)
NOTES on NEEDS ASSESSMENT FOR FAQs
During our CoP leadership meeting this week, we discussed generating FAQs for the Collaborative Wiki. We discussed that the chairs of our sections each recruit a few people for their subgroup in order to generate approximately 10 questions for FAQs. Would section chairs be willing to do this? At the same time, Becky volunteered to create a survey where we solicit state Extension evaluation specialists to provide us with their “five top FAQs” they encounter from Extension professionals in their state. We might include a drop down box where each FAQ is categorized into one of our subgroup sections below. This survey would go to our 71 CoP members, the EEE-TIG listserv and the PSD Southern Region listserv, among other places, perhaps. We also discussed that our peer review group might tackle the FAQs before they are posted. What do those who could not be on the call think of this plan? Any suggestions or changes? As a reminder, here are our sub group leaders: Program Planning for Effective Program Evaluation Becky W Focusing an Evaluation Kim K. Evaluation Questions and Designs ? Evaluation Methods Ben S. Collecting and Handling Data Melissa C. Analyzing and Interpreting Data Allison N. Communicating Evaluation Results Mike D.
Allison, Becky and Melissa are taking the lead on FAQs.
We need a section leader for Evaluation Questions and Designs. Who is willing?
