Transcript Tools for Engaging Landowners Effectively

Brett Butler, U.S. Forest Service
Mary Tyrrell, Yale University
NAASF Joint Committee Meeting
Cooperative Forest Management and Forest Utilization
Lake Placid, NY
June 15-17, 2010
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Why Targeted Marketing?
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Tips to Rev Up Your Outreach
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Targeted Marketing in Action (coming soon)
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Designing communications to bring
about a specific behavior change in a
selected group of people
Based on group’s values, preferences,
and other characteristics
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Clear “call to action”
Targeted messages/materials
Persistence and consistence
Feedback from target audience
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FORESTRY SPEAK
LANDOWNER SPEAK
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Forest
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Woods, woodland, woodlot
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Family forest owner
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Landowner
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Technical terms
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Respecting the land
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Animal population
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Critters
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Logging
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Harvesting trees
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Forestry
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Keeping woods healthy
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Landowner Types
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Prime Prospect Analysis
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Landowners in Your Area
 Geographic areas
 Attitude & behavioral profiles
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Reasons for owning
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Size of holdings
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Land tenure
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Residence/absentee
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Farming
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Wendy & Ralph
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New owners: 21%
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Absentee owners: 29%
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Farm: 29%
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Harvested trees: 35%
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Management advice: 22%
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Management plan: 6%
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Conservation easement: 2%
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Walter Landus
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New owners: 18%
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Absentee owners: 30%
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Farm: 38%
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Harvested trees: 48%
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Management advice: 26%
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Management plan: 9%
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Conservation easement: 3%
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Samuel Ingus IV
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New owners: 17%
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Absentee owners: 60%
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Farm: 36%
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Harvested trees: 58%
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Management advice: 36%
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Management plan: 15%
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Conservation easement: 2%
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Uncle Owen
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New owners: 18%
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Absentee owners: 41%
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Farm: 49%
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Harvested trees: 44%
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Management advice: 18%
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Management plan: 5%
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Conservation easement: 2%
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Uninvolved
22%
Supplemental
Income
21%
Woodland
Retreat
31%
Working the
Land
26%
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Favorable
attitudes toward
stewardship
Unfavorable
attitudes toward
stewardship
Engaged in
land management
Model
Owners
Potential
Defectors
Unengaged in
land management
Prime
Prospects
Writeoffs?
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Write-offs?
8%
Model Owners
15%
Potential
Defectors
17%
Prime Prospects
60%
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Woodland Retreat
Working the Land
Supplemental Income
Uninvolved
Percent of Forestland
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60
50
40
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20
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Model Owners
Prime Prospects
Potential
Defectors
Write-offs?
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1.
2.
3.
Set objectives
Define your audience
Profile your audience
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Clarify your message
Channels/materials
Evaluate your work
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What would you like your audience to do as a
result of this communication effort?
 How does this communication objective advance
your program goal?
 Is your communication objective matched to the
scope of the effort?
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Who is your primary target?
 Why have you chosen this audience as your
primary target?
 What other groups will also be influenced?
 Will you design materials for intermediary or
influencer audiences?
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Try to find information regarding:
 Beliefs and attitudes
 Motivations and incentives
 Barriers
 Demographics
 Media use
 Language
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What is the argument that you will make to
persuade your target audience?
 What audience needs, values, or perceived
problems are you addressing?
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What are your primary channels & materials?
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What are your supporting channels & materials?
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What style and tone do you want to use?
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What are your primary outcome indicators?
How will you track them?
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What intermediate indicators will you monitor?
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How will you measure the long-term impact on
your overall program objectives?
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A collaboration among government, industry,
conservation, certifications, landowner, and
academics organizations
Our goal is to conduct social marketing research:
 That will serve as a wide-ranging resource
 To aid in the development of outreach and services
In order to help:
 Keep forests as forests
 Increase sustainable forest management
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Self-administered
mail-based survey
 Topics:
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 Land characteristics
 Ownership objectives
 Management practices
 Demographics
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n=15,440
Cooperation rate: 51%
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2,430 visits (1,540 unique visitors)
From 24 countries
To date, most are interested in data
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Presentations
Workshops
 Training materials
 Train the trainers
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Partnerships & projects
More research
Octavio Ocampo
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www.engaginglandowners.org
[email protected]
[email protected]
Octavio Ocampo
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