Published on February 17, 2014
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 • Oak Hickory Region of Southwest WI • Longleaf Pine in Southeast MS 13% response rates 90% unengaged landowners 20% additional action LearnNC.org
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 American Forest Foundation 5
How do we work with partners? • Help identify: 1. Specific outcomes 2. Landowner actions to be taken 3. Landowners most likely to be interested in taking action 4. The barriers to completing action 5. The strategies to overcome those barriers 6. Evaluation and sustaining methods 6
Building the Knowledge Base Projects Share lessons learned Refine strategies Evaluate results Cumulative knowledge
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 New knowledge Awareness Evaluate Choose action Implement action
Social Marketing Steps • Identify: 1. Specific outcomes 2. Landowner actions to be taken/ behavior desired 3. Landowners most likely to be interested 4. The barriers and benefits to completing action 5. The strategies to overcome those barriers 6. A Pilot & full campaign implementation system 7. Evaluation & sustaining methods
IDENTIFY OUTCOMES & ACTIONS
IDENTIFY THOSE MOST INTERESTED
Target Audiences Traditional Approach: Assumes people are all alike Therefore, create one approach for everyone Segmentation Approach: Assumes that people are different Therefore, create different approaches for different groups Targets “general population” Targets audience “Retirees” Targets audience “Traditionally Underserved” Targets audience “New England” Adapted from Jenny Kohr, CDC
Traditional Approach: Do the same thing for everyone, target the “general public.” Example: Get more landowners to do oak restoration. I have not found a trusted forester to help me with oak restoration. I like my woods just the way they are. We will participate if we are given a financial incentive to do so. I don’t have time to learn how to do oak restoration. Adapted from Jenny Kohr, CDC
Segmentation Approach: Breaks people into homogeneous groups and tailors programs and messages to each group I have not found a trusted forester ... We will participate if given a financial incentive Approach: Provide list of foresters with testimonials Approach: Provide info on various grants I don’t have time to learn how to plant oak. Approach: Provide ready to do steps, templates, concrete examples I like my woods just the way they are. Approach: Have stories of how other landowners have grown oak and improved wildlife, etc Adapted from Jenny Kohr, CDC
First of its Kind Demographic Data Attitude & Behavior Info Comm Channels Conservation Info
IDENTIFY BARRIERS & BENEFITS
Identify Barriers & Benefits • Literature Review • Qualitative Research – Observational studies – Focus groups • Surveys PASA Farming
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 Example Social 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 Example Social 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 Discussion 1 2 3 4 Outcome Increase engagement of Certified Tree Farmers in your state Develop new relationships with unengaged landowners Increase inspector corps’ affinity towards ATFS Improve the financial status of the state Tree Farm committee Facilitator Chris Bettina Sara 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?
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
Resources 1. This presentation – http://slideshare.net/kdennings – email@example.com, 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 - SOC-MKTG@georgetown.edu
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