Presentation is loading. Please wait.

Presentation is loading. Please wait.

Brett Butler, U.S. Forest Service Mary Tyrrell, Yale University NAASF Joint Committee Meeting Cooperative Forest Management and Forest Utilization Lake.

Similar presentations


Presentation on theme: "Brett Butler, U.S. Forest Service Mary Tyrrell, Yale University NAASF Joint Committee Meeting Cooperative Forest Management and Forest Utilization Lake."— Presentation transcript:

1 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

2 2

3 3

4  Why Targeted Marketing?  Tips to Rev Up Your Outreach  Targeted Marketing in Action (coming soon) 4

5  Designing communications to bring about a specific behavior change in a selected group of people  Based on group’s values, preferences, and other characteristics 5

6  Clear “call to action”  Targeted messages/materials  Persistence and consistence  Feedback from target audience 6

7 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 7

8 8

9  Landowner Types  Prime Prospect Analysis  Landowners in Your Area  Geographic areas  Attitude & behavioral profiles 9

10 10

11  Reasons for owning  Size of holdings  Land tenure  Residence/absentee  Farming 11

12 12

13 13 Wendy & Ralph

14  New owners: 21%  Absentee owners: 29%  Farm: 29%  Harvested trees: 35%  Management advice: 22%  Management plan: 6%  Conservation easement: 2% 14

15 15 Walter Landus

16  New owners: 18%  Absentee owners: 30%  Farm: 38%  Harvested trees: 48%  Management advice: 26%  Management plan: 9%  Conservation easement: 3% 16

17 17 Samuel Ingus IV

18  New owners: 17%  Absentee owners: 60%  Farm: 36%  Harvested trees: 58%  Management advice: 36%  Management plan: 15%  Conservation easement: 2% 18

19 19 Uncle Owen

20  New owners: 18%  Absentee owners: 41%  Farm: 49%  Harvested trees: 44%  Management advice: 18%  Management plan: 5%  Conservation easement: 2% 20

21 21

22 22 Engaged in land management Unengaged in land management Favorable attitudes toward stewardship Model Owners Prime Prospects Unfavorable attitudes toward stewardship Potential Defectors Write- offs?

23 23

24 24

25 25

26 1. Set objectives 2. Define your audience 3. Profile your audience 4. Clarify your message 5. Channels/materials 6. Evaluate your work 26

27  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? 27

28  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? 28

29  Try to find information regarding:  Beliefs and attitudes  Motivations and incentives  Barriers  Demographics  Media use  Language 29

30 30

31 31

32  What is the argument that you will make to persuade your target audience?  What audience needs, values, or perceived problems are you addressing? 32

33  What are your primary channels & materials?  What are your supporting channels & materials?  What style and tone do you want to use? 33

34  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? 34

35 35

36 36 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

37  Self-administered mail-based survey  Topics:  Land characteristics  Ownership objectives  Management practices  Demographics  n=15,440  Cooperation rate: 51% 37

38  2,430 visits (1,540 unique visitors)  From 24 countries  To date, most are interested in data 38

39  Presentations  Workshops  Training materials  Train the trainers  Partnerships & projects  More research 39 Octavio Ocampo

40 Octavio Ocampo 40


Download ppt "Brett Butler, U.S. Forest Service Mary Tyrrell, Yale University NAASF Joint Committee Meeting Cooperative Forest Management and Forest Utilization Lake."

Similar presentations


Ads by Google