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

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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

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

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

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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

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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?

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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

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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

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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. www.engaginglandowners.org bbutler01@fs.fed.us mary.tyrrell@yale.edu Octavio Ocampo 40