october 5, 2006 understanding and reaching family forest owners lessons from social marketing...
TRANSCRIPT
October 5, 2006
Understanding and Reaching Family Forest Owners
Lessons from Social Marketing Research
Mary Tyrell, Yale Program on Private Forests
Brett Butler, USDA Forest ServiceGeoff Fienberg, Roper Public Affairs &
Media
The Sustaining Family Forests Initiative
Sustaining Family Forests Initiative 2
Providing credible, useful information
… that will serve as a wide-ranging resource
… to aid in the development of outreach and services
… so that organizations working with family forest owners can be more strategic in meeting education, outreach, and service goals
… that will lead to enhanced stewardship of private lands
… and help keep forests as forests
The Sustaining Family Forests Initiative
Sustaining Family Forests Initiative 3
Forest Facts: Loss of Forestland to Developed Land in the U.S.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Ann
ual L
oss
(Acr
es)
Forest Crop Pasture Range Other
Source: USDA Natural Resource Inventory
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Forest Facts: Forest Ownership in the U.S.
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Social Marketing
Selling ideas, not products
Steps:– Research– Implementation– Evaluation
Examples:– Anti-smoking– Drunk driving– Smokey the Bear
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Conducted by USDA Forest Service
Forest Inventory and Analysis
To better understand
Who the landowners are
Why they own land
How they have used it
How they intend to use it
Primary Data Source: National Woodland Owner Survey
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1. Profiling– Cross-tabulation
2. Segmentation– Multivariate analysis
3. Prime prospects– Attitudinal segmentation
Data Analysis: A Social Marketing Approach
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Cost-share: 9%
Written managament plan: 8%
Conservation easement: 3%
Green certification: 2%
Profiling Family Forest Owners: Forest Management
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43
43
57
63
71%
64
62
Land investment
Farm
Nature protection
Family legacy
Home
Privacy
Aesthetics
Profiling Family Forest Owners: Reasons for Owning Forestland
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Gender: 84% men
Race: 93% white
Age: 61 years (median)
Education: 70% do not have a college degree
Employment : 54% retired
Profiling Family Forest Owners: Owner Demographics
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Multivariate Segmentation
A multivariate, hierarchical clustering approach based on: • Ownership
objectives• Owners’ concerns• Future intentions
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Multivariate Segmentation: Woodland Retreat Owners
Most common ownership objectives- Aesthetics- Privacy- Conservation- Family legacy
More likely to have- Smaller plots- Have purchased their land- Live on their land
Less likely to - Use land for commercial purposes
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Multivariate Segmentation: Ready to Sell Owners
Most common ownership objectives- None
More likely to be- Absentee owners- Older
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Multivariate Segmentation: Working the Land Owners
Most common ownership objectives- Commercial- Conservation- Recreation
More likely to have- Larger forest holdings- Purchased their land- Harvested trees- Have definite plans for their land- Participated in cost-share- Participated in certification- Lowest incomes - Be younger
Less likely to - Be retired
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Multivariate Segmentation: Supplemental Income Owners
Most common ownership objectives- Land investment- Timber harvesting- Family legacy
More likely to have- Larger forest holdings- Inherited their land- Plan to pass their forest land on- Participated in cost-share
Less likely to have - Participated in certification- Conservation easements
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Woodland Retreat
40%
Ready to Sell23%
Working the Land22%
Supplemental Income
15%
Multivariate Segmentation : Clusters
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Engaged landmanagement
Unengaged landmanagement
Favorable attitudes toward
stewardship
ModelOwners
Prime Prospects
Unfavorableattitudes toward
stewardship
PotentialDefectors
Write-offs
Prime Prospect Analysis: Overview
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Prime Prospect Analysis: Level of Engagement
0
10
20
30
40
50
60
70
High Medium Low
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0%
10%
20%
30%
40%
50%
60%
70%
High Medium Low
Prime Prospect Analysis: Level of Interest
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Model Owners
15%
Potential Defectors
44%
Prime Prospects
28%
Write-offs13%
Prime Prospect Analysis
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Prime Prospect Analysis: Targeting Segments
0%
20%
40%
60%
80%
100%
ModelOwners
Write-offs PrimeProspects
PotentialDefectors
Woodland Retreat Supplemental Income
Ready to Sell Working the Land
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• Enhancing and extending research
• Pilot study
• Implementing and sharing results
• Advancing the initiative
Next Steps
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Social Marketing to Family Forest Owners
Grandpa, please don’t sell!
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Social Marketing to Family Forest Owners
Is this your legacy???
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Social Marketing to Family Forest Owners
We sold the family forest…
… do we look happy?!?!?!
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Funded through the generosity of
International Paper LowesMeadWestvaco Potlatch Surdna Foundation The Nature Conservancy USDA Forest Service, Cooperative ForestryUSDA Forest Service, Northern Research
StationUSDA Natural Resources Conservation Service Weyerhaeuser
The Sustaining Family Forests Initiative
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Mary TyrrellYale School of Forestry and Environmental Studies, Global Institute of Sustainable [email protected]; 203.432.5983
Brett ButlerUSDA Forest Service, Northern Research Station, Forest Inventory & Analysis, Family Forest Research [email protected]; 413.545.1387
Larry WisemanAmerican Forest Foundation
[email protected]; 202.463.2460
The Sustaining Family Forest Initiative: Primary Contacts