understanding and reaching family forest ownerssocial marketing. selling ideas, not products. ......
TRANSCRIPT
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Understanding and ReachingFamily Forest Owners
Brett J. ButlerU.S. Forest Service
Mary TyrrellYale University
Indiana Society of American Foresters 2009 Summer MeetingAugust 19, 2009 Indianapolis, IN
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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 MuirD. Teddy Roosevelt
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Who is this?
A. First chief of the U.S. Forest Service
B. Gifford Pinchot
C. 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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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, 2006
Family36%
Federal33%
State9%
Local1%
Other Private21%
U.S. Forest Service, National Woodland Owner Survey
Family74%
Other Private
9%
Federal9%
State7%
Local1%
United States Indiana
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U.S. Forest Service, National Woodland Owner Survey
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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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National Woodland Owner Survey
• Family Forests Owners of the United States, 2006 (NRS-GTR-27)
• NWOS Table Maker
• www.fia.fs.fed.us/nwos
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Size Matters
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Size of Family Forest HoldingsIndiana, 2006
0%
10%
20%
30%
40%
50%
60%
70%
1-9 10-19 20-49 50-99 100-199 200-499 500+
Size of Family Forest Holdings (Acres)
AreaOwners
U.S. Forest Service, National Woodland Owner Survey
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Size Matters
0.000.100.200.300.400.500.600.700.800.901.00
0 2000 4000 6000 8000 10000
Size of forest holdings (acres)
Pro
porti
on o
f fam
ily fo
rest
land
Management planManagement adviceCommercial harvest
U.S. Forest Service, National Woodland Owner Survey
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Beauty, Legacy, and Privacy
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Family Forest Ownership ObjectivesIndiana, 2006
0% 10% 20% 30% 40% 50% 60% 70%
Part of farm
Part of home
Privacy
Family legacy
Nature protection
Aesthetics
Percent of Family Forest Land
U.S. Forest Service, National Woodland Owner Survey
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Family Forest Ownership ObjectivesIndiana, 2006
0% 10% 20% 30% 40% 50% 60% 70%
Nontimber forest products
Firewood production
Timber production
Hunting or fishing
Other recreation
Land investment
Percent of Family Forest Land
U.S. Forest Service, National Woodland Owner Survey
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To Manage or Not to Manage –
That is the Question
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• Timber harvesting51% of family forestland
• Forest management plan9% of family forestland
• Management advice29% of family forestland
Management of Family ForestsIndiana, 2006
U.S. Forest Service, National Woodland Owner Survey
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They are a bunch of old guys
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Age: 42% 65 or older
Occupation: 43% retired
Gender: 86% male
Race: 97% white
Education: 32% college degree
Income: 23% $100,000 or greater
Demographics of Family Forest OwnersIndiana, 2006
U.S. Forest Service, National Woodland Owner Survey
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Plans for Family Forest LandIndiana, 2006
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Buy
Heirs/sell
Timber
Firewood
None/minimal
Percent of Family Forest Land
U.S. Forest Service, National Woodland Owner Survey
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ConcernsIndiana, 2006
1. Trespassing
2. Family legacy
3. Property taxes
4. Vandalism and dumping
5. Insects and plant diseases
U.S. Forest Service, National Woodland Owner Survey
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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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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
Sustaining Family Forests Initiative
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Social Marketing
Selling ideas, not products
Examples:• Anti-smoking • Mothers Against Drunk
Driving• Smokey Bear
Sustaining Family Forests Initiative
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Attitudinal Segmentation
• Woodland retreat
• Supplemental income
• Working the land
• Uninvolved
Sustaining Family Forests Initiative
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Attitudinal SegmentationIndiana, 2006
Woodland Retreat
41%
Working the Land24%
Supplemental Income
14%
Uninvolved21%
Sustaining Family Forests Initiative
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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
Opportunists
Write-offs?
Sustaining Family Forests Initiative
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Prime Prospects SegmentationIndiana, 2006
Model Owners11%
Opportunists13%
Write-offs?6%
Prime Prospects
70%
Sustaining Family Forests Initiative
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Prime Prospects and Attitudinal SegmentationsIndiana, 2006
Perc
ent o
f For
est L
and
01020304050607080
ModelOwners
PrimeProspects
Oppor-tunists
Write-offs?
Woodland Retreat Working the LandSupplemental Income Uninvolved
Sustaining Family Forests Initiative
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39Fleishman-Hillard, Inc.
Online
Partnerships
PSA/Advertising
NewsMedia
CelebritySightings
Retail
DirectMail
Events
Social Marketing: “Surround Sound” Communications
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Words Matter
• Very few forest owners own any forest– Trees, Woods, Wildlife
Richard Scarry
Sustaining Family Forests Initiative
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Words Matter• What is forestry, foresters and loggers?
Dr. Seuss
Sustaining Family Forests Initiative
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Words Matter• Terms like stewardship, sustainable management,
and forest health are not part of their regular vernacular
• They do not strongly differentiate between conservation and preservation
Sustaining Family Forests Initiative
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Group Membership
0% 5% 10% 15% 20% 25% 30%
Forestry
Farm
Social
Hobby
Hunting
Environmental
Religious
Community
Sustaining Family Forests Initiative
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General Information Sources
0% 5% 10% 15% 20% 25%
Radio
Family
Internet
Magazine
Newspaper
Television
Sustaining Family Forests Initiative
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Preferred Methods for ReceivingForest Management Information
0% 10% 20% 30% 40% 50%
Other owners
Internet
DVDs/Videos
Newsletters
Books
Foresters
Percent of Forestland
U.S. Forest Service, National Woodland Owner Survey
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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
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What are the hot buttons?
• Specific features, woods are often secondary• Inheritance and passing on their land• Wildlife, critters• Privacy, security, and safety• “There not making any more of it”• Love of the land - deep, emotional attachment• Country life and community, but not neighbors• Financial rewards
Sustaining Family Forests Initiative
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Pilot Study: Call Before You Cut
http://callb4ucut.com/
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Lessons Learned
Be clear about:• Your objectives• Your target audience• The motivations of
your target audience
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Call Before You Cut
Message Frame: CBYC helps you get the best *value* from your woodland
Central message: Get all the information you need to get the best value from your woodland—before, during and after your cut.
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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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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 ButlerU.S. Forest Service, Amherst, MA
[email protected]; 413.545.1387
www.fia.fs.fed.us/nwos www.SustainingFamilyForests.org
www.FamilyForestResearchCenter.org