Page 142 - DMGT522_SERVICES MANAGEMENT

Unit 6: Service Planning

IFAS and Extension are made possible because of the cooperative efforts of many Notes
contributing organizations. Each of these entities is recognized for its participation on
every IFAS document that is distributed to the public. Along with that, agents and county
support staff are instructed to include identification on created documents for all
contributing organizations, whether they are outside sources, departments or programs
within IFAS. Figure 2 shows examples of some of the logos that may be included on a
program announcement. Figure 2 does not show the different county logos that could also
be included, because there are too many to depict in this document, but it is important that
county support be recognized. Because the effects of image marketing—and therefore
branding—build over time, consistency is critical. Every piece of communication should
support the brand and be consistent over time (Maddy & Kealy, 1998).
Figure 2: Examples of UF, IFAS, and Extension Program Logos

UF/IFAS Extension Product Analysis
The product provided by IFAS/Extension is non-biased, research-based information that
county residents are invited to use to make sound decisions regarding natural resources,
human resources, and agriculture issues. The depth of the information is often staggering
to those unfamiliar with Extension. From calibrating a micro-irrigation system, to building
a bat house, to learning about food safety, to obtaining a pesticide license, to raising a
healthy dairy cow, it doesn’t seem to stop. The price for Extension materials is unbeatable—
almost everything is free. If a program has an associated charge, it can only be an amount
sufficient to cover the cost of offering the program, such as handout duplication or payment
for a guest speaker’s travel expenses, or any provided refreshments.
Strengths and Weaknesses of UF/IFAS Extension: IFAS/Extension’s strength lies in its
resources—the information Extension provides via publications, programs, and individual
consultations; the human resources that deliver the information; and the support of
community leaders and decision makers to ensure the continuation of Extension
programming. It’s also a result of the growing value of information. Extension information
is reliable, non-biased, and researched-based and has the backing of the prestigious
University of Florida. In many areas of programming, Extension is seen as the sole
information source or clear leader. These areas include the 4-H Youth Leadership program,
Pesticide Applicator Certification program, commercial producer education, and landscape
management education.
Extension agents strive to be viewed as the authorities in their fields by the community;
the public’s trust and reliance are very important to agents and the future of Extension.
They work hard to develop programs that are informative and interesting, using resources
provided by research faculty and Extension specialists.
Unfortunately, agents are fighting an uphill battle with recognition. A recent random
telephone survey by IFAS suggested that Floridians have low awareness of UF/IFAS and
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