Kristen M. WilsonKristen M. WilsonRegional Extension Horse SpecialistRegional Extension Horse Specialist

Dr. Amy O. BurkDr. Amy O. BurkState Extension Horse SpecialistState Extension Horse Specialist

Erin D. PetersenErin D. PetersenState Extension Horse SpecialistState Extension Horse Specialist

Tips for Expanding Tips for Expanding County Equine Extension County Equine Extension

ProgrammingProgramming

(American Horse Council, 2005)

Maryland Horse IndustryMaryland Horse Industry• Goods and services valued at $1 billionGoods and services valued at $1 billion

• 10,000 FTE jobs annually10,000 FTE jobs annually

• 153,000 horses153,000 horses

• 65,500 Marylanders are involved in the 65,500 Marylanders are involved in the industry (not including spectators)industry (not including spectators)

(Kaplan, Liu, Radhakrishna, 2003)

Where does Cooperative Extension fit in?Where does Cooperative Extension fit in?

• CES represents a distinct approach for CES represents a distinct approach for meeting the educational needs of horse meeting the educational needs of horse ownersowners

• Role of CES is to address local concerns Role of CES is to address local concerns and needs through educational and needs through educational programmingprogramming

• Horse Extension Specialists, county Horse Extension Specialists, county faculty and staff provide the faculty and staff provide the organizational link between research-organizational link between research-based information and equine clientelebased information and equine clientele

(Boone, 1985)

Steps in Program PlanningSteps in Program Planning1.1. Identifying issuesIdentifying issues

2.2. Determining needsDetermining needs

3.3. Setting goals and objectivesSetting goals and objectives

4.4. Assessing resourcesAssessing resources

5.5. Forming a planForming a plan

6.6. Implementing a planImplementing a plan

7.7. Evaluating resultsEvaluating results

(Bolton & Guion, 2002)

Needs AssessmentNeeds Assessment

A process for identifying gaps in A process for identifying gaps in results and arranging them in priority results and arranging them in priority order for resolution. These gaps are order for resolution. These gaps are discrepancies between what should discrepancies between what should

be done and what are the current be done and what are the current conditions.conditions.

(Laboratory for Community and Economic Development)

Why a needs assessment?Why a needs assessment?• Gather information about attitudes and opinions Gather information about attitudes and opinions

of clienteleof clientele

• Determine how clientele rank issues, Determine how clientele rank issues, opportunities and problems in order of opportunities and problems in order of importance and urgencyimportance and urgency

• Give clientele a voiceGive clientele a voice

• Determine clientele's support for initiativesDetermine clientele's support for initiatives

• Evaluate current programs and policiesEvaluate current programs and policies

• End speculation about “what people are thinking” End speculation about “what people are thinking” and what people really want”and what people really want”

Needs Assessment StepsNeeds Assessment Steps1.1. Determine the purposeDetermine the purpose

2.2. Define the goals and objectivesDefine the goals and objectives

3.3. Identify the population to be Identify the population to be surveyedsurveyed

4.4. Determine the information neededDetermine the information needed

5.5. Design the instrument and Design the instrument and procedureprocedure

Needs Assessment Steps (con’t)Needs Assessment Steps (con’t)

6.6. Prepare timeline and budgetPrepare timeline and budget

7.7. Conduct pilot testConduct pilot test

8.8. Collect informationCollect information

9.9. Analyze dataAnalyze data

10.10. Report findingsReport findings

Determine PurposeDetermine Purpose• State exactly why you are interested State exactly why you are interested

in conducting the studyin conducting the study

• Example:Example:““To identify the potential needs of adult To identify the potential needs of adult

horse owners in Howard County to horse owners in Howard County to improve the relevance and, in turn, the improve the relevance and, in turn, the effectiveness of Howard County’s effectiveness of Howard County’s Extension Horse Program”Extension Horse Program”

Goals and ObjectivesGoals and Objectives• Show what it is you want to find out Show what it is you want to find out

about whomabout whom

• Be specific!!Be specific!!

• Examples:Examples:““To identify what topics and level of education To identify what topics and level of education

horse owners are willing to be involved in.”horse owners are willing to be involved in.”

““To determine where horse owners are currently To determine where horse owners are currently obtaining educational materials.”obtaining educational materials.”

Target PopulationTarget Population• Be specific about the audience you want Be specific about the audience you want

to surveyto survey– ““Horse Owners” vs. “Adult Horse Owners”Horse Owners” vs. “Adult Horse Owners”

• Compile mailing list from:Compile mailing list from:– Breed organizationsBreed organizations– 4-H or Pony Club groups4-H or Pony Club groups– Sport organizationsSport organizations– Horse publicationsHorse publications

• Take random sample of populationTake random sample of population

Determine Information NeededDetermine Information Needed

• Decide if the information you need already Decide if the information you need already existsexists

• If so, retrieve information from the sourceIf so, retrieve information from the source• If not, need information will need to be If not, need information will need to be

collectedcollected– Mail surveyMail survey– Web surveyWeb survey– InterviewsInterviews– Focus groupsFocus groups

(Dillman, 2000)

Instrument Design & ProcedureInstrument Design & Procedure• Questionnaire design needs to be user Questionnaire design needs to be user

friendlyfriendly

• Things to consider:Things to consider:– Font sizeFont size– Paper ColorPaper Color– Wording of questionsWording of questions– Sequence of questionsSequence of questions

• Use of multiple contacts can help increase Use of multiple contacts can help increase response rateresponse rate

(Dillman, 2000)

Survey Instrument DesignSurvey Instrument Design• Keep it simpleKeep it simple

• Research previous studies that had Research previous studies that had similar goals and objectivessimilar goals and objectives

• Check against original proposal and Check against original proposal and goals/objectivesgoals/objectives

• Shorter instruments are less expensive to Shorter instruments are less expensive to produce, distribute, collect and analyzeproduce, distribute, collect and analyze

Mail vs. Internet SurveysMail vs. Internet Surveys• MailMail

– Easier to get contact listsEasier to get contact lists– More expensiveMore expensive– More labor intensiveMore labor intensive– Limited technological challengesLimited technological challenges

• InternetInternet– Harder to get representative contact listsHarder to get representative contact lists– CheaperCheaper– Less labor intensiveLess labor intensive– More technology challengesMore technology challenges

(Dillman, 2000)

Supplemental DocumentsSupplemental Documents1.1. Pre-notice letterPre-notice letter

2.2. Questionnaire mailingQuestionnaire mailing

3.3. Reminder postcardReminder postcard

4.4. Non-respondent questionnaire Non-respondent questionnaire mailingmailing

5.5. IRB ProposalIRB Proposal

ProposedProposed TimelineTimeline

Pre-notice letterPre-notice letter

3 – 5 days

Questionnaire Mailing• Cover letter• Survey instrument• Return envelope

1 - 2 weeks

Reminder PostcardReminder Postcard2 - 3 weeks

Non-Respondent Mailing• Cover letter• Survey instrument• Return envelope

BudgetBudget• Expenses can include:Expenses can include:

– CopyingCopying– EnvelopesEnvelopes– Paper / LetterheadPaper / Letterhead– Postage Postage

• Pre-letter, Questionnaire Mailing, Reminder Pre-letter, Questionnaire Mailing, Reminder Postcard, Non-Respondent Mailing and Postcard, Non-Respondent Mailing and Business Reply EnvelopesBusiness Reply Envelopes

– Internet survey generator feesInternet survey generator fees

Pilot TestPilot Test• Small population is identified to Small population is identified to

participateparticipate

• Participants are sent all mailingsParticipants are sent all mailings

• Helps to identify problems with Helps to identify problems with survey instrument design before the survey instrument design before the real study is conductedreal study is conducted

Data CollectionData Collection• Code questionnaires to track Code questionnaires to track

responsesresponses

• Send out mailings to sample Send out mailings to sample population following initial timelinepopulation following initial timeline

• Check off and look over Check off and look over questionnaires as they are returnedquestionnaires as they are returned

• Set collection time to no more than 6 Set collection time to no more than 6 weeksweeks

Data AnalysisData Analysis• Code questions with numerical Code questions with numerical

valuesvalues

• Enter data into statistical softwareEnter data into statistical software– Excel, SPSS or SASSExcel, SPSS or SASS

• Identify averages and/or frequency of Identify averages and/or frequency of responsesresponses

Report FindingsReport Findings• Summarize data in a small reportSummarize data in a small report

• Prioritize importance of specific Prioritize importance of specific topics / areas of concerntopics / areas of concern

• Identify action items and set Identify action items and set timelinestimelines

Extension Horse Extension Horse Programming:Programming:

What we already know and What we already know and ideas for the futureideas for the future

Dr. Amy BurkDr. Amy BurkExtension Horse SpecialistExtension Horse Specialist

University of MarylandUniversity of Maryland

What are our What are our Horse Owners Interests? Horse Owners Interests?

• Majority of horses used for recreation & Majority of horses used for recreation & showingshowing

• Subject matter of interest to owners, Subject matter of interest to owners, ranking among top 5 in several surveys:ranking among top 5 in several surveys:– TrainingTraining– Health and general careHealth and general care– NutritionNutrition– Pasture ManagementPasture Management– FacilitiesFacilities

(Wilson, 2005; Martinson et al., 2006)

Subject Matter Most Asked of Subject Matter Most Asked of MD Extension Faculty MD Extension Faculty

TopicTopic RankRank• Pasture/Farm Management Pasture/Farm Management 2.942.94• Feeds & Feeding Feeds & Feeding 2.452.45• Basic Care Basic Care 2.392.39• Herd Health Management Herd Health Management 2.202.20• Business Management Business Management 1.941.94• Training/Handling Training/Handling 1.881.88• Reproduction Reproduction 1.611.61

(MCE Equine Survey, 2007)Rank: 1 (never) to 5 (always)

Information Sources and Information Sources and Channels Used by Horse OwnersChannels Used by Horse Owners

• Sources:Sources:– Trainers/Riding instructorsTrainers/Riding instructors– VeterinariansVeterinarians– FarriersFarriers– Other horse ownersOther horse owners

• Channels:Channels:– Horse related magazinesHorse related magazines– InternetInternet– One-on-one consultationsOne-on-one consultations

Are Trainers &Veterinariansin your target

audience?

(NAHMS, 1998; Israel and Wilson, 2006; Martinson et al., 2006)

Ideas for Extension Horse Ideas for Extension Horse ProgrammingProgramming

Things to Keep In Mind About Things to Keep In Mind About Horse People Before You Plan…Horse People Before You Plan…

• Feed 7-9am; 4-6pmFeed 7-9am; 4-6pm

• Evening lessonsEvening lessons

• Horses ridden/shown on weekendsHorses ridden/shown on weekends– Show season usually April to NovemberShow season usually April to November

• Some show year longSome show year long• Some travel to Florida in winterSome travel to Florida in winter

• Good time for some types of programsGood time for some types of programs– Dec., Jan., Feb., MarchDec., Jan., Feb., March

Seminars/Conferences/WorkshopsSeminars/Conferences/Workshops

• Format works well for most subjectsFormat works well for most subjects• Timing:Timing:

– Evenings - Tues, Wed, Thurs, 6:30pm to 8:30pmEvenings - Tues, Wed, Thurs, 6:30pm to 8:30pm– Saturdays, 9am to 4pmSaturdays, 9am to 4pm

• Hands-on demonstrations popularHands-on demonstrations popular• Online methods gaining in popularityOnline methods gaining in popularity• SpeakersSpeakers

– MCE, veterinarians, university and local expertsMCE, veterinarians, university and local experts• SponsorshipsSponsorships

– MHIB, Mid-Atlantic Farm Credit, Feed DealersMHIB, Mid-Atlantic Farm Credit, Feed Dealers• Keep fees < $35/ppKeep fees < $35/pp

Field Days/Pasture WalksField Days/Pasture Walks

• DemonstrationsDemonstrations– Body condition scoreBody condition score– Weed controlWeed control– Equipment useEquipment use

• Observation of practicesObservation of practices– Lime applicationLime application– Weed IDWeed ID– Rotational grazingRotational grazing

• PresentationsPresentations

Pasture walk in Montgomery Co.

Internet/Online MethodsInternet/Online Methods

• Publish resourcesPublish resources

• Chat RoomsChat Rooms

• Online seminarsOnline seminars

• Online classesOnline classes

• eXtensioneXtension

YouthYouth• Educational programs offer varied topics in Educational programs offer varied topics in

shorter increments than used for adultsshorter increments than used for adults• Teaching Tools:Teaching Tools:

– ContestsContests– Field TripsField Trips– GamesGames– Hands-on clinics and workshopsHands-on clinics and workshops– JudgingJudging– Lectures/Guest speakersLectures/Guest speakers– Presentations by other childrenPresentations by other children– ToursTours– VideosVideos

Horse wearing a “nappy” for equine nutrition research

What Talks Could MCE What Talks Could MCE Give?Give?

• Ask MCE faculty to give same/similar Ask MCE faculty to give same/similar talk to those given before:talk to those given before:– See handout in packetSee handout in packet

• Some presentation PPT’s available:Some presentation PPT’s available:– www.equinestudies.umd.eduwww.equinestudies.umd.edu/extension/extension

QuestionsQuestions

Erin D. Petersen, MS, PASErin D. Petersen, MS, PASExtension Horse SpecialistExtension Horse Specialist

Equine Information Equine Information ResourcesResources

In Your Packet…In Your Packet…• Maryland Area VeterinariansMaryland Area Veterinarians

• Maryland Area FarriersMaryland Area Farriers

• Feed Companies in MarylandFeed Companies in Maryland

• Maryland Horse Shows/EventsMaryland Horse Shows/Events– What What are are the different riding events anyhow?the different riding events anyhow?

• Resources from outside MCEResources from outside MCE

Different Riding Events…Different Riding Events…briefly explained!briefly explained!

• Trail Riding…pretty self-explanatory.Trail Riding…pretty self-explanatory.

• Maryland Horse Maryland Horse Council – Trail Council – Trail Riding ClubsRiding Clubs

Walking HorsesWalking Horses• Gaited horses are popular breeds for trail riding, Gaited horses are popular breeds for trail riding,

but they also have recognized showsbut they also have recognized shows

• Chesapeake Chesapeake Plantation Walking Plantation Walking Horse ClubHorse Club

• Plantation Walking Plantation Walking Horses of MarylandHorses of Maryland

Western Events…Western Events…

• National Barrel Horse National Barrel Horse AssociationAssociation

• Maryland Quarter Horse Maryland Quarter Horse AssociationAssociation

• 4-H4-H

Hunter/JumperHunter/Jumper

• Chronicle of the HorseChronicle of the Horse• Maryland Horse Show AssociationMaryland Horse Show Association• Maryland Saddle AssociationMaryland Saddle Association• Southern Maryland Horse Show Southern Maryland Horse Show

AssociationAssociation• 4-H4-H• Pony ClubPony Club

DressageDressage

• Chronicle of the HorseChronicle of the Horse• Potomac Valley Potomac Valley

Dressage AssociationDressage Association• 4-H4-H• Pony ClubPony Club

EventingEventing

• Chronicle of the HorseChronicle of the Horse• US Eventing Association – Area IIUS Eventing Association – Area II• Pony ClubPony Club

PoloPolo

• Maryland Polo Club – plays at Ladew Polo FieldsMaryland Polo Club – plays at Ladew Polo Fields• 4-H4-H• Pony Club (Polocrosse)Pony Club (Polocrosse)

Websites, PublicationsWebsites, Publications• Horse Outreach WorkgroupHorse Outreach Workgroup

– Group within Maryland Department of Group within Maryland Department of AgricultureAgriculture

– Composed of:Composed of:• Soil Conservation PersonnelSoil Conservation Personnel• Maryland Cooperative Extension Faculty Maryland Cooperative Extension Faculty

(Amy Burk, Erin Petersen, Les Vough)(Amy Burk, Erin Petersen, Les Vough)• USDA/NRCS PersonnelUSDA/NRCS Personnel

– http://www.mda.state.md.us/http://www.mda.state.md.us/resource_conservation/resource_conservation/technical_assistance/how.phptechnical_assistance/how.php

Websites, PublicationsWebsites, Publications• Good Factsheets:Good Factsheets:

– University of California-DavisUniversity of California-Davis• http://http://www.vetmed.ucdavis.eduwww.vetmed.ucdavis.edu/CEH//CEH/

– University of KentuckyUniversity of Kentucky• http://www.uky.edu/Ag/AnimalSciences/farhttp://www.uky.edu/Ag/AnimalSciences/far

m/equinepub.html#topm/equinepub.html#top– Penn State University (facilties, manure)Penn State University (facilties, manure)

• http://www.das.psu.edu/publications/index.chttp://www.das.psu.edu/publications/index.cfm?queryKeywords=9&searchByKeyword=fm?queryKeywords=9&searchByKeyword=%AB+By+topic&queryString%AB+By+topic&queryString==

Websites, PublicationsWebsites, Publications• Good Factsheets:Good Factsheets:

– Rutgers UniversityRutgers University• http://njaes.rutgers.edu/pubs/subcategory.asp?cat=2http://njaes.rutgers.edu/pubs/subcategory.asp?cat=2

&sub=14&sub=14– Virginia TechVirginia Tech

• http://www.ext.vt.edu/cgi-bin/WebObjects/Docs.woa/http://www.ext.vt.edu/cgi-bin/WebObjects/Docs.woa/wa/getcat?cat=ir-lpd-howa/getcat?cat=ir-lpd-ho

– Texas A&M UniversityTexas A&M University• http://animalscience.tamu.edu/main/academics/equinhttp://animalscience.tamu.edu/main/academics/equin

e/pubs.htmle/pubs.html– Ohio State UniversityOhio State University

• http://extension.osu.edu/crops_and_livestock/equinehttp://extension.osu.edu/crops_and_livestock/equine.php.php

Reaching Your AudienceReaching Your Audience• Horse people are tough nuts to crack!Horse people are tough nuts to crack!

– Typical horse owner?Typical horse owner?

• Use of existing programsUse of existing programs– Personal finance and budgetingPersonal finance and budgeting– Farm budgetingFarm budgeting– Nutrient ManagementNutrient Management– Pesticide CertificationPesticide Certification– Pasture topics are Pasture topics are alwaysalways a hit a hit

Reaching Your AudienceReaching Your Audience• Have an event that Have an event that mightmight interest horse interest horse

owners?owners?– LET US KNOW!!! (Email Erin with details)LET US KNOW!!! (Email Erin with details)

– Equiery – “Cooperative Extension Equiery – “Cooperative Extension Happenings”Happenings”• Deadline is 10Deadline is 10thth of every month for the following of every month for the following

month (i.e., March 10month (i.e., March 10thth for April events) for April events)– Equine Studies Website – News and Events Equine Studies Website – News and Events

on the opening pageon the opening page

petersdr@umd.edu

Reaching Your AudienceReaching Your Audience• Keep websites up-to-dateKeep websites up-to-date• Create a Newsletter/add horse owners to Create a Newsletter/add horse owners to

existing Newsletterexisting Newsletter• University of Maryland Equine Newsletter!University of Maryland Equine Newsletter!

– If you have events for the 2If you have events for the 2ndnd quarter in 2008, let quarter in 2008, let us know soon!us know soon!

– Feel free to submit articles or suggestions for Feel free to submit articles or suggestions for future topicsfuture topics

• Fact SheetsFact Sheets– Include horse information when possibleInclude horse information when possible– Let us know of topic areas you’d like to seeLet us know of topic areas you’d like to see

QUESTIONS?QUESTIONS?