October 5, 2006 Understanding and Reaching Family Forest Owners Lessons from Social Marketing Research Mary Tyrell, Yale Program on Private Forests Brett Butler, USDA Forest Service Geoff Fienberg, Roper Public Affairs & Media The Sustaining Family Forests Initiative

Sustaining Family Forests Initiative 2 Providing credible, useful information … that will serve as a wide-ranging resource … to aid in the development of outreach and services … so that organizations working with family forest owners can be more strategic in meeting education, outreach, and service goals … that will lead to enhanced stewardship of private lands … a nd help keep forests as forests The Sustaining Family Forests Initiative

Sustaining Family Forests Initiative 3 Forest Facts: Loss of Forestland to Developed Land in the U.S. Source: USDA Natural Resource Inventory

Sustaining Family Forests Initiative 4 Forest Facts: Forest Ownership in the U.S.

Sustaining Family Forests Initiative 5 Social Marketing Selling ideas, not products Steps: –Research –Implementation –Evaluation Examples: –Anti-smoking –Drunk driving –Smokey the Bear

Sustaining Family Forests Initiative 6 Conducted by USDA Forest Service Forest Inventory and Analysis To better understand  Who the landowners are  Why they own land  How they have used it  How they intend to use it Primary Data Source: National Woodland Owner Survey

Sustaining Family Forests Initiative 7 1.Profiling –Cross-tabulation 2.Segmentation –Multivariate analysis 3.Prime prospects –Attitudinal segmentation Data Analysis: A Social Marketing Approach

Sustaining Family Forests Initiative 8 Cost-share: 9% Written managament plan: 8% Conservation easement: 3% Green certification: 2% Profiling Family Forest Owners: Forest Management

Sustaining Family Forests Initiative 9 Profiling Family Forest Owners: Reasons for Owning Forestland

Sustaining Family Forests Initiative 10 Gender: 84% men Race: 93% white Age: 61 years (median) Education: 70% do not have a college degree Employment : 54% retired Profiling Family Forest Owners: Owner Demographics

Sustaining Family Forests Initiative 11 Multivariate Segmentation A multivariate, hierarchical clustering approach based on: Ownership objectives Owners’ concerns Future intentions

Sustaining Family Forests Initiative 12 Multivariate Segmentation: Woodland Retreat Owners Most common ownership objectives - Aesthetics - Privacy - Conservation - Family legacy More likely to have - Smaller plots - Have purchased their land - Live on their land Less likely to - Use land for commercial purposes

Sustaining Family Forests Initiative 13 Multivariate Segmentation: Ready to Sell Owners Most common ownership objectives - None More likely to be - Absentee owners - Older

Sustaining Family Forests Initiative 14 Multivariate Segmentation: Working the Land Owners Most common ownership objectives - Commercial - Conservation - Recreation More likely to have - Larger forest holdings - Purchased their land - Harvested trees - Have definite plans for their land - Participated in cost-share - Participated in certification - Lowest incomes - Be younger Less likely to - Be retired

Sustaining Family Forests Initiative 15 Multivariate Segmentation: Supplemental Income Owners Most common ownership objectives - Land investment - Timber harvesting - Family legacy More likely to have - Larger forest holdings - Inherited their land - Plan to pass their forest land on - Participated in cost-share Less likely to have - Participated in certification - Conservation easements

Sustaining Family Forests Initiative 16 Multivariate Segmentation : Clusters

Sustaining Family Forests Initiative 17 Engaged land management Unengaged land management Favorable attitudes toward stewardship Model Owners Prime Prospects Unfavorable attitudes toward stewardship Potential Defectors Write- offs Prime Prospect Analysis: Overview

Sustaining Family Forests Initiative 18 Prime Prospect Analysis: Level of Engagement

Sustaining Family Forests Initiative 19 Prime Prospect Analysis: Level of Interest

Sustaining Family Forests Initiative 20 Prime Prospect Analysis

Sustaining Family Forests Initiative 21 Prime Prospect Analysis: Targeting Segments

Sustaining Family Forests Initiative 22 Enhancing and extending research Pilot study Implementing and sharing results Advancing the initiative Next Steps

Sustaining Family Forests Initiative 23 Social Marketing to Family Forest Owners Grandpa, please don’t sell!

Sustaining Family Forests Initiative 24 Social Marketing to Family Forest Owners Is this your legacy???

Sustaining Family Forests Initiative 25 Social Marketing to Family Forest Owners We sold the family forest… … do we look happy?!?!?!

Sustaining Family Forests Initiative 26 Funded through the generosity of International Paper Lowes MeadWestvaco Potlatch Surdna Foundation The Nature Conservancy USDA Forest Service, Cooperative Forestry USDA Forest Service, Northern Research Station USDA Natural Resources Conservation Service Weyerhaeuser The Sustaining Family Forests Initiative

Sustaining Family Forests Initiative 27 Mary Tyrrell Yale School of Forestry and Environmental Studies, Global Institute of Sustainable Forestry Brett Butler USDA Forest Service, Northern Research Station, Forest Inventory & Analysis, Family Forest Research Center Larry Wiseman American Forest Foundation The Sustaining Family Forest Initiative: Primary Contacts