Review of PDS program

Summary

​​The Terms of Reference for this project were to review MLA's Producer Demonstration Site (PDS) program to suggest improvements for the operational efficiency, to consider opportunities to improve communication of PDS outcomes and outputs to the broader industry and to develop a framework which enables MLA to demonstrate effectiveness and impact of the PDS program.   A review of literature and discussion with key informants from northern and southern PDS programs were undertaken to inform the review process.   The review provides operational and strategic recommendations to improve initiation, development, conduct, monitoring and evaluation, reporting, positioning and governance of the PDS program and strategies to increase awareness of and participation by producers and advisors in PDS projects. These recommendations are provided in this summary while the background detail and discussion supporting each recommendation is contained in the report.Operational recommendations
Develop a media plan to raise awareness among producers that they can initiate the idea for a PDS project without being expected to develop the application and manage the project. The media should suggest contacting Southern or Northern PDS Coordinators who can provide guidance an advisor contact to start project development.
Project development with PDS Coordinators needs to better ensure that project scale is matched to the PDS budget to ensure that PDS projects address core objectives and are based on realistic budgetary expectations.
Provide allowance for contingency funding to support those PDS projects deemed worthy of exploring unexpected findings. 
Progress Reports be required on a six-monthly rather than quarterly basis.
Clarify the content and structure of the Final Report to include four sections: motivation and attitudes; skills; physical performance and likely market penetration. A template for reporting on motivation and attitudes, skills and likely market penetration should be developed. The physical performance section to be completed as either a descriptive report of physical performance (where the project design did not have statistical rigour) or a statistical report (where experimental design is sufficient to allow data to be meaningfully analysed).  The title page of the Final Report should carry an indication of the reporting style.
Reports need to be met with constructive feedback to PDS groups and their advisors that acknowledges the commitment by the group to complete the PDS project and imbues a sense of connection with MLA and the PDS program.
Strategic recommendations
The PDS program is principally about changing attitudes and practices and should be clearly positioned as part of extension (E) activities rather than research and development (R&D).  The PDS program needs to be more clearly branded as an extension and communication exercise which will define program strategy and operational activities.
Develop strategic and operational plans for the PDS program which harmonise the national PDS governance in-line with the southern PDS cross-state governance structure.
Support the current cross-state approach to the PDS program rather than adopt a state-based alignment. 
Issues of the number of PDS projects in each state and the balance between sheep and cattle projects should continue to be managed by the PDS Program Manager and Coordinators with the flexibility to take the medium-termed view rather than being restricted to a strict annual quota.
A maximum budget of $60,000 over three years is set as the national standard for PDS projects.
Establish closer links with other E programs, especially More Beef from Pastures and Making More from Sheep but also other industry or state-led on-farm initiatives to improve on-going communication activities of project information, establish an enduring network of PDS group members and provide the opportunity to leverage additional PDS investment.
Carefully manage unintended threats to PDS brand recognition and independence that may arise from links with other E programs.
Fast track the completion of the PDS web page and ensure PDS Final Reports from as far back in time as possible be included in this on-line tool.