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

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Prim

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Pote

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Writ

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40

60

Woodland Retreat Working the LandSupplemental Income Uninvolved

Perc

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Fore

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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

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Questions or Comments?

www.engaginglandowners.org

bbutler01@fs.fed.us

mary.tyrrell@yale.edu

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