MLA Challenge evaluation
| Project start date: | 02 June 2014 |
| Project end date: | 27 March 2015 |
| Publication date: | 27 March 2015 |
| Project status: | Completed |
| Livestock species: | Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle |
Summary
The MLA Challenge was a novel and innovative communication and extension campaign that aimed to encourage the adoption of better farm management practices by showcasing the learning journey of a selected number of 'Challengers'.
It had a total reach of 3.1 million and led to a significant level of engagement with MLA's online tools and download of extension materials.
Awareness of the campaign among MLA members was relatively high (37 per cent) and a large proportion found it practical and relevant.
In addition to its reach and impact, the Challenge also created something very unique for MLA: a vehicle that has achieved a high level of cut through with members in a very short period of time.
The Challenge concept has the potential, if managed well, to be a powerful ongoing mechanism for MLA to engage members on extension and practice change, as well as a range of farm-related issues.
Our conclusion is that the Challenge was highly effective and relatively efficient (which needs to be considered in the context that it was an entirely new concept), and that sponsorship is a critical part of the Challenge and should, if possible, be increased in future iterations.
We conclude that MLA should run the Challenge again, with a greater focus on improving its efficiency and extending its impact. We have provided some suggestions for cost savings and recommendations to this effect.
Key recommendations include:Greater focus on planningIncreasing the level of sponsorshipIncreasing the number of, or support for, farm consultantsIncreasing the number of Challengers to 8 (one from each State and Territory)Increasing the number of farm visitsIncreasing the investment online tools (focusing on user-friendliness)Changes to arrangements with communication consultants (focusing on quality and efficiency in content production)Changes to the process for inducting ChallengersMechanisms for increased involvement by 'grassroots' producersIncreased engagement with metropolitan mediaEmbedding the Challenge into other MLA communication and extension plans
