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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
2
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
Pop Quiz
4
Who is this?
A. William McKinley
B. Teddy Roosevelt
C. Eleanor Roosevelt
D. Smokey Bear
5
Who is this?
A. Walt Whitman
B. Henry David Thoreau
C. John MuirD. Teddy Roosevelt
6
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
7
Who is this?
A. John W. Weeks
B. John E. Weeks
C. John W. Weeks
D. Edgar Weeks
8
What do these people have in common?
Catalysts of Forest Conservation
Pop Quiz
10
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
11
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
12
U.S. Forest Service, National Woodland Owner Survey
13
Forest Conservation: The Next Phase
Who are the family forest
owners?
15
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
16
National Woodland Owner Survey
• Family Forests Owners of the United States, 2006 (NRS-GTR-27)
• NWOS Table Maker
• www.fia.fs.fed.us/nwos
Size Matters
18
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
19
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
Beauty, Legacy, and Privacy
21
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
22
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
To Manage or Not to Manage –
That is the Question
24
• 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
They are a bunch of old guys
26
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
27
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
28
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
How do we reach them?
Pop Quiz
31
Who is this?
A. Woodsy Owl
B. Smokey Bear
C. Connie Fir
D. Santa Claus
32
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
33
Social Marketing
Selling ideas, not products
Examples:• Anti-smoking • Mothers Against Drunk
Driving• Smokey Bear
Sustaining Family Forests Initiative
34
Attitudinal Segmentation
• Woodland retreat
• Supplemental income
• Working the land
• Uninvolved
Sustaining Family Forests Initiative
35
Attitudinal SegmentationIndiana, 2006
Woodland Retreat
41%
Working the Land24%
Supplemental Income
14%
Uninvolved21%
Sustaining Family Forests Initiative
36
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
37
Prime Prospects SegmentationIndiana, 2006
Model Owners11%
Opportunists13%
Write-offs?6%
Prime Prospects
70%
Sustaining Family Forests Initiative
38
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
39Fleishman-Hillard, Inc.
Online
Partnerships
PSA/Advertising
NewsMedia
CelebritySightings
Retail
DirectMail
Events
Social Marketing: “Surround Sound” Communications
40
Words Matter
• Very few forest owners own any forest– Trees, Woods, Wildlife
Richard Scarry
Sustaining Family Forests Initiative
41
Words Matter• What is forestry, foresters and loggers?
Dr. Seuss
Sustaining Family Forests Initiative
42
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
43
Group Membership
0% 5% 10% 15% 20% 25% 30%
Forestry
Farm
Social
Hobby
Hunting
Environmental
Religious
Community
Sustaining Family Forests Initiative
44
General Information Sources
0% 5% 10% 15% 20% 25%
Radio
Family
Internet
Magazine
Newspaper
Television
Sustaining Family Forests Initiative
45
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
46
Communication Messages
Do• Hit hot button issues• Stress options• Use their words
Don’t• Be preachy• Go global
Sustaining Family Forests Initiative
47
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
48
Pilot Study: Call Before You Cut
http://callb4ucut.com/
49
Lessons Learned
Be clear about:• Your objectives• Your target audience• The motivations of
your target audience
50
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.
51
52
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
53
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
54
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