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Reaching New Audiences with Oklahoma’s Master Cattleman Program Damona Doye, Agricultural Economics David Lalman, Animal Science Oklahoma State University.

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Presentation on theme: "Reaching New Audiences with Oklahoma’s Master Cattleman Program Damona Doye, Agricultural Economics David Lalman, Animal Science Oklahoma State University."— Presentation transcript:

1 Reaching New Audiences with Oklahoma’s Master Cattleman Program Damona Doye, Agricultural Economics David Lalman, Animal Science Oklahoma State University

2 Motivation and Planning Motivation  Area and county educators requests  Manual in need of update  Risk Management Agency education funding possibility Planning  Multi-disciplinary: ag econ, animal science, plant and soil sciences, biosystems and ag engineering, vet med, entomology and plant pathology  County, area, state staff, district director planning team

3 Program Components, Requirements 4 hours each from:  Business planning and management  Marketing and risk management  Nutrition and production management  Animal health and quality assurance  Managing natural resources  Genetics and reproduction (cow-calf producers) plus  Electives, 4 to 8 hrs and/or a special project  28 credit hours Must pass quizzes on individual chapters to earn credit hours Must complete an initial assessment survey and final assessment survey No more than ½ of credit hours in any segment by correspondence

4 Resources Manual Educator Guidebook PPTs Lesson plans Quizzes Brochures Posters Website

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6 Marketing and Promotion The usual  News releases  Brochures Oklahoma Cattleman’s Association district meetings, annual Cattleman’s college Word of mouth

7 Participants receive Information/education Oklahoma Beef Cattle Manual MC farm gate sign MC certificate MC notebook Local incentives

8 Participants Many small, part-time producers new to Extension Some large producers Some with no cows

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10 Participation by year YearNumber of sessions Number of new MC Groups Number of MC students Number of MC grads to date Total

11 Evolution of program December 2003 in-service, some chapters drafted March 2004, manual draft completed December 2004 in-service, Educator guidebook, PPTs for most chapters, bulk manual distribution 5,000 manuals distributed August 2005, updated manual December 2005, in-service with more training for educators to present chapters July 2006, AAEA paper from cow/calf assessments (poster at these meetings) September 2006, Master Cattleman summit March 2007, in-service on Electronic Based Cattle Management April 2007, Beef Industry conference September 2007, Master Cattleman summit

12 Program evaluation Initial assessment survey End of course survey Post-participation survey underway

13 Funding support RMA  : $107,800 (personnel, manuals, travel, conference)  : $124,073 (manuals, travel, video-, students)  : $143,774 (manuals, video-, travel, undergrad and grad student assistants, in-service travel)  : $114,638 (student assistants, travel, laptops and personal response systems, software) Fees of $75 per person or couple if sharing materials Scholarships to graduates: 2 per county in East Central OK FCS trade area (54 of 77 counties)

14 Program Delivery  Ag Econ  Mostly state and area specialists, occasional Extension Educator  Animal Science  Extension Educators, Area Specialists, and State Specialists  Plant and Soil Sciences  Extension Educators, Area Specialists, and State Specialists

15 Important lessons learned Well-developed curriculum plan was key Website has been critical management tool  Events proposed, approved, listed  Quizzes, credit hours recorded  Hard to anticipate all the flexibility needed Multi-disciplinary efforts are always a management challenge.

16 New programs added to follow-on Master Cattleman summit Beef Industry conference Occasional s with upcoming events

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18 Comparison to other programs OKTNKYAL/MS Participant Cost $75$150*$75 Other fundingRMADept of AgTobacco $ Hours28 credits, more hours 12 sessions8 sessions, 32 hours 8 sessions, 20 hours OtherSummitsBQA certification reduces fee CowPokes, Advanced MC, Master Grazer Distance


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