Making

Trees Work

for

Missourians

Holly Dentner

11/16/2016

Campaign Development

Missouri’s Forest Action Plan

Emphasize tree benefits

Broad audience

Messaging

What’s in it for me?

Why should I care?

Messaging

Primary messages focus

on how Trees Work

For Your Wallet

For Your Health

For Your Family

For Your Community

For Your Environment

For the Economy

Messaging

TreesWork.org

Wood Postcards

John Goodman

voicing “Trees

Work” radio ads

TV PSA

Events

Measuring Success 2013: Survey in 3 Communities

Gather baseline data

6,700 surveys sent

36% response rate

2015: Survey #2

Replicated first survey

Same communities

32% response rate

14% increase in Trees

Work awareness