PowerPoint Presentation · Title: PowerPoint Presentation Created Date: 9/23/2008 4:49:59 PM
Transcript of PowerPoint Presentation · Title: PowerPoint Presentation Created Date: 9/23/2008 4:49:59 PM
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Understanding and Reaching
Family Forest Owners
Brett J. ButlerU.S. Forest Service
Mary TyrrellYale University
USDA Natural Resources Conservation Service, Forestry Futuring MeetingSeptember 17, 2008
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Conclusions
• Family forest owners rule!
• Size matters
• Beauty, legacy, and privacy
• To manage or not to manage?
• They are a bunch of old guys
• Family forest owners don’t own forests
• Surround sound communications
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Pop Quiz
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Who is this?
A. William McKinley
B. Teddy Roosevelt
C. Eleanor Roosevelt
D. Smokey Bear
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Who is this?
A. Walt Whitman
B. Henry David
Thoreau
C. John Muir
D. Teddy Roosevelt
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Who is this?
A. The first chief of the
U.S. Forest Service
B. Gifford Pinchot
C. The former governor
of Pennsylvania
D. All of the above
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Who is this?
A. John W. Weeks
B. John E. Weeks
C. John W. Weeks
D. Edgar Weeks
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What do these people have in common?
Catalysts of Forest Conservation
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The Three Stages of Conservation
1. Individual
2.Federal
3.Private
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Pop Quiz
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According to 1,000 likely voters: who
owns most of the forests in the U.S.?
A. U.S. Government
B. Forest industry
C. Family forest owners
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Forest Ownership
United States, 2006
Family
36%
Federal
33%
State
9%
Local
1%
Other
Private
21%
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Private Forest Ownership Trends
United States
0
20
40
60
80
100
120
140
160
180
1978 1993 2006
Year
Are
a (
1,0
00,0
00
ha)
0
2
4
6
8
10
12
Ow
ners
(1
,00
0,0
00
)
Area Owners
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Size of Private Forest Holdings
United States
0
5
10
15
20
25
30
35
40
45
50
1978 1993 2006
Year
Mean S
ize o
f F
am
ily .
Fore
st H
old
ings
(ac)
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Forest Conservation: The Next Phase
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Who are the
family forest
owners?
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National Woodland Owner Survey
To better understand:
• Who the landowners are
• Why they own land
• How they have used it
• How they intend to use it
Conducted by the U.S. Forest
Service, Forest Inventory and
Analysis program
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Size Matters
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Size of Family Forest Holdings
United States, 2006
0%
10%
20%
30%
40%
50%
60%
70%
1-9 10-19 20-49 50-99 100-199 200-499 500-999 1000+
Size of Family Forest Holdings (Acres)
Area
Owners
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Size Matters
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
1.00
0 2000 4000 6000 8000 10000
Size of forest holdings (acres)
Pro
port
ion o
f fa
mily
fore
st
land
Management plan
Management advice
Commercial harvest
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Beauty, Legacy,
and Privacy
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Family Forest Ownership Objectives
United States, 2006
0% 10% 20% 30% 40% 50% 60% 70%
Land investment
Part of home or cabin
Nature protection
Privacy
Family legacy
Aesthetics
Percent of Family Forest Land
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Family Forest Ownership Objectives
United States, 2006
0% 10% 20% 30% 40% 50% 60% 70%
Nontimber forest products
Firewood production
Timber production
Other recreation
Part of farm
Hunting or fishing
Percent of Family Forest Land
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To Manage or
Not to Manage –
That is the
Question
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• Timber harvesting
58% of family forestland
• Forest management plan
18% of family forestland
• Management advice
37% of family forestland
Management of Family Forests
United States, 2006
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They are a
bunch of
old guys
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Age: 44% 65 or older
Occupation: 52% retired
Gender: 78% male
Race: 96% white
Education: 41% college degree
Income: 27% $100,000 or greater
Demographics of Family Forest Owners
United States, 2006
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Plans for Family Forest Land
United States, 2006
0% 10% 20% 30% 40% 50% 60% 70% 80%
Buy
Heirs/sell
Timber
Firewood
None/minimal
Percent of Family Forest Land
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Concerns
United States, 2006
1. Family legacy
2. Insects and plant diseases
3. Fire
4. Trespassing
5. Property taxes
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Family Forest
Owners Don’t
Own Forests
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What is a forest?
Richard Scarry
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How do we
reach them?
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Pop Quiz
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Who is this?
A. Woodsy Owl
B. Smokey Bear
C. Connie Fir
D. Santa Claus
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Social Marketing
Selling ideas, not products
Examples:
• Anti-smoking
• Mothers Against Drunk
Driving
• Smokey Bear
Sustaining Family Forests Initiative, 2006
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Attitudinal Segmentation
• Woodland retreat
• Supplemental income
• Working the land
• Uninvolved
Sustaining Family Forests Initiative, 2006
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Attitudinal Segmentation
United States, 2006
Woodland
Retreat
30%
Uninvolved
23%
Working the
Land
25%
Supplemental
Income
22%
Sustaining Family Forests Initiative, 2006
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Prime Prospects Segmentation
Engaged in
land management
Unengaged in
land management
Favorable
attitudes toward
stewardship
Model
Owners
Prime
Prospects
Unfavorable
attitudes toward
stewardship
Potential
Defectors
Write-
offs?
Sustaining Family Forests Initiative, 2006
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Prime Prospects Segmentation
United States, 2006
Model
Owners
27%
Prime
Prospects
29%
Write-offs?
8%
Potential
Defectors
36%
Sustaining Family Forests Initiative, 2006
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Prime Prospects and Attitudinal Segmentations
United States, 2006P
erc
en
t o
f F
ore
st
Lan
d
0
10
20
30
40
50
Model
Owners
Prime
Prospects
Potential
Defectors
Write-offs?
Woodland Retreat Supplemental Income
Uninvolved Working the Land
Sustaining Family Forests Initiative, 2006
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42Fleishman-Hillard, Inc.
Online
Partnerships
PSA/
Advertising
News
Media
Celebrity
SightingsRetail
Direct
Events
Social Marketing:
“Surround Sound” Communications
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Communication Messages
Do
• Hit hot button issues
• Stress options
• Use their words
Don’t
• Be preachy
• Go global
Sustaining Family Forests Initiative, 2006
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Conclusions
• Family forest owners rule!
• Size matters
• Beauty, legacy, and privacy
• To manage or not to manage?
• They are a bunch of old guys
• Family forest owners don’t own forests
• Surround sound communications
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Reports
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NWOS
Table Maker
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Credits
• National Woodland Owner Survey– Brett Butler
– Earl Leatherberry
• Sustaining Family Forests Initiative– Scott Wallinger
– Mary Tyrrell
– Brett Butler
– Larry Wiseman
– Geoff Feinberg
– Bill Banzhaf
– Bob Fledderman
– Eric Norland
– Judy Langer
– Don Ferguson
– Scott van Manen
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Questions?
Brett Butler
U.S. Forest Service, Amherst, MA
[email protected]; 413.545.1387
www.fia.fs.fed.us/nwos
www.sustainingfamilyforests.org
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A Social Marketing Example
Grandpa, Please Don’t Sell!
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A Social Marketing Example
Is this your legacy???
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A Social Marketing Example
We sold the
family
forest…do we
look happy?
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Questions?
Brett Butler
U.S. Forest Service, Amherst, MA
[email protected]; 413.545.1387
www.fia.fs.fed.us/nwos
www.sustainingfamilyforests.org