Identifying Target Audience for Future Extension Programming as a First Stage of Community Assessment
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Abstract
The findings from this pilot study and theoretical framework contribute to an integrative theory of community assessment and evaluation research in the agricultural Extension field. The research objective was to identify target audiences for future Extension programming focus. The community market analysis approach was used to identify the target audiences and needs of clientele, and match Extension's programs with audience needs. Two counties in Ohio (urban and rural) were selected for this pilot project. Numerous target audiences were identified for urban and rural counties and future Extension programming focus across six impact areas. Each target audience represented a specific group of citizens and issues that each group was facing when living and working in the community. Differences in the identified target audiences were found between urban and rural counties based on specifics of the local socio-economic and cultural environment.
Description
The information presented in the session will help to identify target audience for future Extension programs through the comprehensive examination of local community's demographics, resources, assets, capacities and citizens' needs. To know past and current trends is highly important when conducting community assessment, which allows us to identify future demand for Extension programming. Moreover, the audience will gain awareness of Raymond's (1987) approach of "scanning the environment" similar to community market analysis that will help to identify the target audiences, needs of clientele, and match Extension's programs with audience needs" (p.1). Participant will have 15-20 minute of activity called "statistical indicators or screening community environment" that will help them generate the ideas and find possible solutions of future programming focus and target audience. For the purpose of this pilot study, two counties in Ohio were selected for conducting community market analysis to identify current target audiences. Franklin County represented an urban county and Holmes County represented a rural county. The initial step of this approach was secondary data analysis for Extension programs based on the comprehensive analysis of communities' trends, structure, gaps, and opportunities. Examination of existing data helped to identify social, economic, and cultural issues in community and target audiences. Secondary data analysis is a descriptive tool by nature and cannot be generalized to other context. On the county level, it is essential to analyze the following major areas of community: demographic (age, gender, race, ethnicity, education, employment, household income, health insurance, veteran status, poverty level); commuting characteristics, health, labor market (through analyzing local agriculture, business, and industries), local county Extension resources, recent Extension programming efforts, non-formal (community) educational opportunities outside of Extension services, and national and local trends. Numerous target audiences were identified for urban and rural counties. Each target audience represented specific group of citizens and issues that each group is facing when living and working in the community. Differences in the identified target audiences were found between urban and rural counties because of the discrepancies and specifics of the local socio-economic and cultural environment.
AUTHOR AFFILIATION: Suzanna Windon, Market Analyst, The Ohio State University Extension, windon.9@osu.edu (Corresponding Author).