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?

Tips to Rev Up Your Outreach

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

Forest

Woods, woodland, woodlot

Family forest owner

Landowner

Technical terms

Respecting the land

Animal population
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Critters

Logging
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Harvesting trees

Forestry

Keeping woods healthy
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Landowner Types

Prime Prospect Analysis

Landowners in Your Area
 Geographic areas
 Attitude & behavioral profiles
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Reasons for owning

Size of holdings

Land tenure

Residence/absentee

Farming
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Wendy & Ralph
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
New owners: 21%

Absentee owners: 29%

Farm: 29%

Harvested trees: 35%

Management advice: 22%

Management plan: 6%

Conservation easement: 2%
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Walter Landus
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
New owners: 18%

Absentee owners: 30%

Farm: 38%

Harvested trees: 48%

Management advice: 26%

Management plan: 9%

Conservation easement: 3%
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Samuel Ingus IV
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
New owners: 17%

Absentee owners: 60%

Farm: 36%

Harvested trees: 58%

Management advice: 36%

Management plan: 15%

Conservation easement: 2%
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Uncle Owen
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
New owners: 18%

Absentee owners: 41%

Farm: 49%

Harvested trees: 44%

Management advice: 18%

Management plan: 5%

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
70
60
50
40
30
20
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0
Model Owners
Prime Prospects
Potential
Defectors
Write-offs?
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1.
2.
3.
Set objectives
Define your audience
Profile your audience
4.
5.
6.
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?

What style and tone do you want to use?
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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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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:

 Land characteristics
 Ownership objectives
 Management practices
 Demographics


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


Partnerships & projects
More research
Octavio Ocampo
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www.engaginglandowners.org
bbutler01@fs.fed.us
mary.tyrrell@yale.edu
Octavio Ocampo
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