brett butler, u.s. forest service mary tyrrell, yale university naasf joint committee meeting...
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TELE: Tools for Engaging Landowners Effectively
Brett Butler, U.S. Forest ServiceMary Tyrrell, Yale University
NAASF Joint Committee Meeting Cooperative Forest Management and Forest Utilization
Lake Placid, NY June 15-17, 2010
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www.engaginglandowners.org
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A New Outreach Approach
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A New Outreach Approach:Resources in this Section
Why Targeted Marketing?
Tips to Rev Up Your Outreach
Targeted Marketing in Action (coming
soon)
A New Outreach Approach:What is targeted marketing?
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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A New Outreach Approach: Tips to Rev Up Your Outreach
Clear “call to action” Targeted messages/materials Persistence and consistence Feedback from target audience
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A New Outreach Approach: Tips to Rev Up Your Outreach
FORESTRY SPEAK
Woods, woodland,
woodlot
Landowner
Respecting the land
Critters
Harvesting trees
Keeping woods healthy
LANDOWNER SPEAK
Forest
Family forest owner
Technical terms
Animal population
Logging
Forestry
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New Landowner Research
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New Landowner Research:Resources in this Section
Landowner Types
Prime Prospect Analysis
Landowners in Your Area
Geographic areas
Attitude & behavioral profiles
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New Landowner Research:Landowner Types
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New Landowner Research:Landowner Characteristics
Reasons for owning
Size of holdings
Land tenure
Residence/absentee
Farming
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Woodland Retreat Owners
Wendy & Ralph
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Woodland Retreat Owners
New owners: 21%
Absentee owners: 29%
Farm: 29%
Harvested trees: 35%
Management advice:
22%
Management plan: 6%
Conservation easement:
2%
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Working the Land Owners
Walter Landus
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Working the Land Owners
New owners: 18%
Absentee owners: 30%
Farm: 38%
Harvested trees: 48%
Management advice:
26%
Management plan: 9%
Conservation easement:
3%
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Supplemental Income Owners
Samuel Ingus IV
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Supplemental Income Owners
New owners: 17%
Absentee owners: 60%
Farm: 36%
Harvested trees: 58%
Management advice:
36%
Management plan: 15%
Conservation easement:
2%
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Uninvolved Owners
Uncle Owen
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Uninvolved Owners
New owners: 18%
Absentee owners: 41%
Farm: 49%
Harvested trees: 44%
Management advice:
18%
Management plan: 5%
Conservation easement:
2%
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Woodland Re-treat31%
Working the Land26%
Supplemental Income
22%
Uninvolved22%
Family Forests of the U.S. by Attitudinal Segmentation
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Prime Prospects Segmentation
Engaged in land management
Unengaged in land management
Favorable attitudes toward
stewardship
ModelOwners
Prime Prospects
Unfavorableattitudes toward
stewardship
PotentialDefectors
Write-offs?
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Model Owners15%
Prime Prospects60%
Potential Defec-tors17%
Write-offs?8%
Family Forests of the U.S. by Prime Prospects Segmentation
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Mod
el O
wne
rs
Prim
e Pr
ospe
cts
Pote
ntia
l Def
ecto
rs
Writ
e-off
s?0
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40
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Woodland Retreat Working the LandSupplemental Income Uninvolved
Perc
en
t of
Fore
stl
an
d
Family Forests of the U.S. Prime Prospects x Attitudinal Segmentation
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Make Your New Plan
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Make Your New Plan: Steps
1. Set objectives2. Define your
audience3. Profile your
audience
4. Clarify your message
5. Channels/materials
6. Evaluate your work
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Make Your New Plan:Set Objectives
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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Make Your New Plan:Define Your Audience
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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Make Your New Plan:Profile Your Audience
Try to find information regarding: Beliefs and attitudes Motivations and incentives Barriers Demographics Media use Language
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Make Your New Plan:Clarify Your Message
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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Make Your New Plan:Channels & Materials
What are your primary channels & materials?
What are your supporting channels & materials?
What style and tone do you want to use?
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Make Your New Plan:Evaluate Your Work
What are your primary outcome indicators? How will you track them?
What intermediate indicators will you monitor?
How will you measure the long-term impact on your overall program objectives?
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About the Project
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Sustaining Family Forests Initiative
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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U.S. Forest ServiceNational Woodland Owner Survey
Self-administered mail-based survey
Topics: Land characteristics Ownership
objectives Management
practices Demographics
n=15,440 Cooperation rate:
51%
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TELE Site Use
2,430 visits (1,540 unique visitors) From 24 countries To date, most are interested in data
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Next Steps
Presentations Workshops
Training materials Train the trainers
Partnerships & projects More research
Octavio Ocampo
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Questions or Comments?
www.engaginglandowners.org
Octavio Ocampo