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At the 2014 American Tree Farm System National Leadership Conference, AFF's new Landowner Impact Center gave a presentation about the Center, Social Marketing and Audience Segmentation used around the topic of tree conservation.
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Engaging Woodland Owners
National Leadership Conference February 19, 2014
K Rossbow
Today’s Agenda
• Learn about social marketing, segmenting your audience and picking the right message, channel and messenger
• Learn from Impact Center projects how to integrate these ideas into future grant applications
• Use what you learn in a small case study setting• Q&A and review strategies that could be used
immediately at home
The Landscape
• 22M landowners, 7M with 10+ acres• All with different values, attitudes and
reasons for owning their land• Increasing threats demand greater
management• Limited marketing dollars• Traditional approaches not highly effective
Targeted Outreach
13% response rates 90% unengaged landowners 20% additional action
• Oak Hickory Region of Southwest WI• Longleaf Pine in Southeast MS
LearnNC.org
Remove the MS part
What does the Impact Center do?
• Helps AFF and partners be more effective at getting unengaged landowners actively managing their land to achieve conservation and economic outcomes
5
American Forest Foundation
How do we work with partners?• Help identify:
1. Specific outcomes2. Landowner actions to be taken3. Landowners most likely to be interested in
taking action4. The barriers to completing action5. The strategies to overcome those barriers6. Evaluation and sustaining methods
6
Building the Knowledge Base
Projects
Evaluate results
Cumulative knowledgeRefine strategies
Share lessons learned
Behavior Change Overview
• Conservation Psychology, Behavioral Economics, Environmental Literacy, Social Marketing
• “Fostering Sustainable Behavior”• Origins in social science research• Localized, step-by-step, data-driven process• Removes barriers and enhance benefits• Outcomes not Outputs
Cycle of Engagement
Discovery
Awareness
Choose action
Implement action
Evaluate
New knowledge
Social Marketing Steps• Identify:
1. Specific outcomes2. Landowner actions to be taken/ behavior
desired3. Landowners most likely to be interested 4. The barriers and benefits to completing action5. The strategies to overcome those barriers6. A Pilot & full campaign implementation system7. Evaluation & sustaining methods
IDENTIFY OUTCOMES &
ACTIONS
IDENTIFY THOSE MOST
INTERESTED
Traditional Approach:
Assumes people are all alike
Therefore, create one approach for everyone
Targets “general population”
Segmentation Approach:
Assumes that people are different
Therefore, create different approaches for different groups
Targets audience “Traditionally Underserved”
Targets audience “Retirees”
Targets audience “New England”
Adapted from Jenny Kohr, CDC
Target Audiences
Traditional Approach: Do the same thing for everyone, target the “general public.”
I don’t have time to learn how to do oak
restoration.
I have not found a trusted
forester to help me with
oak restoration.
We will participate if we are given a financial incentive to do so.
I like my woods just the way they
are.
Adapted from Jenny Kohr, CDC
Example: Get more landowners to do oak restoration.
Approach: Provide list of foresters with testimonials
Segmentation Approach: Breaks people into homogeneous groups and tailors programs and messages to each group
Approach: Provide info on various grants
Approach: Have stories of how other landowners have grown oak and improved wildlife, etc
I have not found a trusted forester
. . .
We will participate if given a financial
incentive
I don’t have time to learn how to
plant oak.
I like my woods just the way they
are.
Adapted from Jenny Kohr, CDC
Approach: Provide ready to do steps, templates, concrete examples
http://www.engaginglandowners.org/new-landowner-research/landowners-your-area/select-landowner-profiles
http://www.claritas.com/MyBestSegments/Default.jsp
First of its Kind
Demographic Data
Attitude &
Behavior Info
Conservation Info
Comm Channels
IDENTIFY BARRIERS &
BENEFITS
• Literature Review• Qualitative
Research– Observational
studies– Focus groups
• Surveys PASA Farming
Identify Barriers & Benefits
STRATEGY TOOLS TO OVERCOME
BARRIERS
Strategy Tools
Communication Commitment Prompts
Social Norms Convenience Feedback
Reduce Barriers-Enhance Benefits
Action Research
PILOT & FULL CAMPAIGN
IMPLEMENTATION
EVALUATION & SUSTAINING METHODS
Piney Woods ExampleSocial Marketing Steps Use in Piney Woods
Specific outcomes • Increase forest management• Increase longleaf conservation
Landowner actions to be taken/ behavior desired
• Respond to message/offer• Receive information packet• Accept a visit from professional forester• Accept a visit from a wildlife biologist
Landowners most likely to be interested
• Landowners >100 acres• Woodland retreat owners• Most interested in wildlife and income• Information packets
Piney Woods ExampleSocial Marketing Steps Use in Piney Woods
The barriers and benefits to completing action
• Focus groups to identify main issues• Surveys to Identify/verify barriers
The strategies to overcome those barriers
• Science team• Advisory committee• Working group
A Pilot & full campaign implementation system
• Pilots are ongoing• Full campaign is one year away
Evaluation & sustaining methods
• Communication with partners• Utilize team structure
North Carolina:Motivating Conservation and ATFS Certification in Priority Ecological Areas in Partnership with SFI and NC Tree Farm
North Carolina:Motivating Conservation and ATFS Certification in Priority Ecological Areas in Partnership with SFI and NC Tree Farm
Social Marketing Steps Use in North Carolina
Specific outcomes • Increase Certified Tree Farms• Engage with landowners who are not yet ready for Certification
Landowner actions to be taken/ behavior desired
• Have an ATFS Inspector visit your property and get Certified• Sign up for MyLandPlan.org and set a goal for your property
Landowners most likely to be interested
• State Forest Stewardship landowner data
Vermont:Increasing woodland stewardship by reaching and motivating
landowners to join the American Tree Farm System
Small Group DiscussionOutcome Facilitator
1 Increase engagement of Certified Tree Farmers in your state
Chris
2 Develop new relationships with unengaged landowners
Bettina
3 Increase inspector corps’ affinity towards ATFS
Sara
4 Improve the financial status of the state Tree Farm committee
Jennifer
Small Group Discussion Questions
1.What action would you like taken to reach desired outcome?
2.Who is your targeted, segmented audience?3.What barriers and benefits are there
towards the desired action?4.What strategy did you choose to engage the
participant and overcome barriers?5.How will you evaluate success?6.How will you sustain relationship/interest?
Small Group Discussion Report Out
1.What action would you like taken to reach desired outcome?
2.Who is your targeted, segmented audience?3.What barriers and benefits are there
towards the desired action?4.What strategy did you choose to engage the
participant and overcome barriers?5.How will you evaluate success?6.How will you sustain relationship/interest?
Questions
MyRivendell
Immediate Take-Aways• Integrate these ideas into grant
applications• Learn about your audience• Do a pilot/test messages• Find time and resources to evaluate
success• Share lessons learned to build body of
knowledge
Resources1. This presentation – http://slideshare.net/kdennings
– [email protected], 919-355-8102
2. Community Based Social Marketing website – http://www.cbsm.com/
3. Social Marketing to protect the environment book – http://www.sagepub.com/books/Book235188
4. Tools of Change training - http://www.toolsofchange.com/en/home/
5. iSMA - http://www.i-socialmarketing.org/ 6. Listserv - [email protected]