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3. Communicate Effective Messages
Strategy Target: Build on existing and new research, develop and implement a marketing strategy that significantly increases the number of family forest owners who are carrying out good stewardship practices on their land.
Highlights . . .
Sustaining Family Forests Initiative -- The objective of Sustaining Family Forests Initiative is to serve as a wide-ranging information resource for the initiative's various constituents (i.e., government agencies, industry, consulting foresters, landowner associations, land trusts, conservation and biodiversity NGOs, sustainable forestry certifiers, universities, and foresters,) and provide direction for enhanced outreach to these landowners and aid a broad spectrum of organizations to be more strategic in meeting education and service goals with limited resources.
The first phase of the research is finished. Using social marketing principles, along with standard statistical techniques, we have segmented the family forest owner population in ways strategically useful to the organizations on the Initiative advisory committee and others working on outreach to forest landowners.
We have then identified characteristics of each segment that might be useful for reaching them with effective messages about land stewardship. We now have a website where you can find the full report and other documents related to the Sustaining Family Forests Initiative.
The next step is to understand the implications for communication and messaging to family forest owners-in other words, to put the research into action. Members of the Advisory Committee met in July 2006 at the Johnson Foundation's Wingspread Conference Center to think about how to do just that. Thanks to the high caliber of the discussion, we came away with a good sense of both what is needed and what would be most useful and practical for our ad hoc initiative to accomplish in the near term. Since then we've taken their suggestions and devised a plan to put what we've learned from our research into action.
We'll start by refining and confirming the knowledge we've gained from the social marketing research about family forest owners. This will happen through a series of focus groups to be held in six regions of the country: the Northeast, Southeast, South Central, Upper Midwest, Mountain and Pacific. During the focus groups we will also explore concepts about conservation and stewardship messages that would resonate with various segments of the family forest owner population.
Our goal is to create a 'product' which can be used by all who are trying to reach and work with this landowner population.
This product will be some sort of information tool based on social marketing research, message testing, and media usage of family forest owners. The specifics, such as format and accessibility, will be up to folks like you. We plan to rely heavily on the ideas and needs of the organizations focused on service to family forest owners.
Oregon -- We've successfully launched our Portland 'Build Local Alliance' which has improved markets for our local, FSC wood.
Focus has been on reducing fuel loads and risk of wildfire. Most of these practices have been well planned to improve overall condition of the forest. Local investments in small diameter log utilization have generated some new incentives for this material. Additional investments in processing and marketing are expected in 2007-08. Still need integrated management - marketing systems that promote stewardship.
Family Forest Research Center -- I wanted to provide you with a brief update on the progress of the USDA Forest Service, Forest Inventory and Analysis’ National Woodland Owner Survey (NWOS), the future plans for the NWOS, and introduce you to the newly formed Family Forest Research Center (FFRC).
Highlights . . .
Sustaining Family Forests Initiative -- The objective of Sustaining Family Forests Initiative is to serve as a wide-ranging information resource for the initiative's various constituents (i.e., government agencies, industry, consulting foresters, landowner associations, land trusts, conservation and biodiversity NGOs, sustainable forestry certifiers, universities, and foresters,) and provide direction for enhanced outreach to these landowners and aid a broad spectrum of organizations to be more strategic in meeting education and service goals with limited resources.
The first phase of the research is finished. Using social marketing principles, along with standard statistical techniques, we have segmented the family forest owner population in ways strategically useful to the organizations on the Initiative advisory committee and others working on outreach to forest landowners.
We have then identified characteristics of each segment that might be useful for reaching them with effective messages about land stewardship. We now have a website where you can find the full report and other documents related to the Sustaining Family Forests Initiative.
The next step is to understand the implications for communication and messaging to family forest owners-in other words, to put the research into action. Members of the Advisory Committee met in July 2006 at the Johnson Foundation's Wingspread Conference Center to think about how to do just that. Thanks to the high caliber of the discussion, we came away with a good sense of both what is needed and what would be most useful and practical for our ad hoc initiative to accomplish in the near term. Since then we've taken their suggestions and devised a plan to put what we've learned from our research into action.
We'll start by refining and confirming the knowledge we've gained from the social marketing research about family forest owners. This will happen through a series of focus groups to be held in six regions of the country: the Northeast, Southeast, South Central, Upper Midwest, Mountain and Pacific. During the focus groups we will also explore concepts about conservation and stewardship messages that would resonate with various segments of the family forest owner population.
Our goal is to create a 'product' which can be used by all who are trying to reach and work with this landowner population.
This product will be some sort of information tool based on social marketing research, message testing, and media usage of family forest owners. The specifics, such as format and accessibility, will be up to folks like you. We plan to rely heavily on the ideas and needs of the organizations focused on service to family forest owners.
-- Mary Tyrrell, Yale School of Forestry & Environmental Studies
Oregon -- We've successfully launched our Portland 'Build Local Alliance' which has improved markets for our local, FSC wood.
Focus has been on reducing fuel loads and risk of wildfire. Most of these practices have been well planned to improve overall condition of the forest. Local investments in small diameter log utilization have generated some new incentives for this material. Additional investments in processing and marketing are expected in 2007-08. Still need integrated management - marketing systems that promote stewardship.
Family Forest Research Center -- I wanted to provide you with a brief update on the progress of the USDA Forest Service, Forest Inventory and Analysis’ National Woodland Owner Survey (NWOS), the future plans for the NWOS, and introduce you to the newly formed Family Forest Research Center (FFRC).
NWOS 2002-2006: Data collection for the first five years of the NWOS has been completed! We are currently processing the data and hope to have preliminary results out for review within a few months. Following finalization of the results, a 5-year comprehensive report will be published that will include state-level results. In addition, we are working on a revised web site that will include a web-based tool for customized data retrievals.
The Next NWOS: The NWOS is implemented on an annual basis, but periodically we pause to assess our progress and plot our path forward. This enables us to comply with Office of Management and Budget (OMB) requirements and to ensure we are delivering the best products to meet the needs of the user’s of these data. Since we are now wrapping up the first five years of the NWOS, now is an appropriate time to pause. The next iteration of the NWOS is planned for 2008, but it will be a double-intensification survey to ensure our sampling intensity stays on target.
During the review process, we will assess all of the information collected by the NWOS and determine what questions should be kept, dropped, modified, or added. One goal of the next iteration will be to open up a significant percentage of the survey for state-level questions. Later this year, we will be contacting you and others to help us assess and improve the NWOS.
The Family Forest Research Center: In an effort to increase the utility of the National Woodland Owner Survey and to further research related to family forest owners, the USDA Forest Service, Northern Research Station, Forest Inventory and Analysis program has initiated the Family Forest Research Center (FFRC). It is collocated with the University of Massachusetts at Amherst to allow for greater synergies between federal and non-federal agencies and organizations.
Although the FFRC is collocated with UMass, the FFRC and NWOS are still federal projects serving national audiences.
The major projects with which the FFRC has been involved with to date are the Sustaining Family Forests Initiative
(http://sustainingfamilyforests.org/) and the Next Generation Owner study (www.pinchot.org/?module=uploads&func=download&fileId=42). As the FFRC develops, we hope to foster and participate in more innovative projects such as these.
-- Brett Butler, Family Forest Research Center
. . . & Reports from Around the Country
Wisconsin -- Wisconsin Family Forests completed two market research projects as part of the Healthy Forests program that explored the choice of words to use, The partners to use, the needs of uninvolved woodland owners, a forest coordinator role and whom they would choose to utilize. Approximately 100 woodland owners are involved so far and a new group will be recruited shortly.
Effective Messages -- From Around the Country - Supporting Family Woodlands
New York -- New York State Forest Owners Association, the Residents' Committee to Protect the Adirondacks, Catskill Forestry Association, and others along with the Forest Stewardship Council Programs have aided in this
The Forest Stewardship Council-US is getting closer to finalizing the family forests standards, and then guidance around it, which will provide incentive for small landowners to practice well-managed forestry
A number of initiatives have come into being, Family Forest Alliance, National Community Forest Business Alliance, and other NGOs seem to be getting more mainstream press which indicates to me more attention to and focus on what's going on with family forest owners.
Virginia -- The formation of the Blue Ridge Forest Cooperative has been a positive and the willingness of the Virginia Department of Forestry to work with the cooperative has been useful. The Department of Forestry at Virginia Tech is now involved in discussions about way to increase collaborative research with the cooperative is another positive step.
Indiana -- IN Woodland Owners have made communications their #1 strategy for 2007. They are working to strengthen web presence, to develop better marketing literature, displays, and presentations, and to create a stronger benefits message.
Property owners are starting to recognize the impact of invasives on their woodland while the timber industry in general has declared all aspects of invasives management a property owners’ problem. Cooperation from the timber industry on matters related to invasive species is frustrating, limited and unexpected to increase.
Slow development of bio mass energy plants to utilize forest thinning material. Our co-op has been expanding both membership and markets. The above initiative on the SFIA will seek $50,000 for marketing the SFIA to eligible landowners.
Wisconsin– The Wisconsin Woodland Owners Association has developed a newsletter with the state American Tree Farm committee where they will be able to reach landowners who are interested in woodlands since they belong to WWOA or American Tree Farm System.
Wisconsin -- We are working with the University of Wisconsin Extension 'Basin Educator' program who have designed a series of local workshops delivered through nature centers to reach forest landowners who have not planned or implemented forest stewardship practices on their lands.
Massachusetts -- MA Woodlands Coop has specifically targeted farmers with back woodlots in its membership outreach. We can help this demographic diversify its economic enterprises. State funded Farm Viability and now Forest Viability programs also support the development of these resource-based businesses.
Minnesota -- University of Minnesota Extension is about to roll out a new website targeting woodland owners and the general public. This site will include three components:
The continuing growth of the Forest Guild and the National Network of Forest Practitioners bode well.
I see more groups providing harvest services. They are marketing their product to existing markets. We need more State promotion of Tree Farm Certification for all MFL harvests!
Market strategy -- as long as there are markets, there will be management. This state has new markets for pulpwood. Take away the timber markets, and there is little incentive to practice sustainable forestry even for wildlife purposes if it is at a cost to the owner.
New Hampshire -- There are some new incentives for harvesting of low grade wood associated with growth of the wood fueled/biomass energy plants. One new, large plant completed in NH last year has provided substantial new markets for better forestry through improvement harvests
I am new to this arena, but now that some of these programs have been around for a while, it is becoming clear that more resource professionals and contractors understand each program means toward accomplishing an end. It is difficult as a landowner to understand the alphabet soup of programs and how to select the one that best suit a given situation. I have seen informational fliers that use a table format to compare and contrast all cost-share programs that benefit private landowners. These are helpful documents to communicate clearly to landowners.
The Sustaining Family Forests Initiative has recently released a report, launched a web site, and will soon be entering Phase II (pilot studies).
The Sustainable Woods Network is a good step forward.
Washington -- The Methow Forest Owners' Co-op achieved significant success increasing acreage under management and increasing co-op membership by offering a 50% cost sharing program in 2006. A $25,000 program covering 1 year increased membership by 15 and acreage under management by 160.
Virginia -- The Blue Ridge Forest Cooperative is up and running in part of Virginia. Local Landowner Cooperatives are very good, brings interested and like minded land owners together and provides a way to reach multiple landowners.
Ohio -- As part of marketing to 'under-served' landowners, started a network of people called WOmen Owning Woodlands Network, or WOWnet. About 6 groups meeting locally around state, program determined and planned by participants, with support from one OSU Extension forestry instructor. Targets women to share experiences, get them confident enough to attend 'regular' educational opportunities, and provide small and comfortable group to explore their skills as forestland managers. This idea in response to recent surveys showing more women are becoming primary managers for family property, and observed need for a different type of learning experience from traditional Extension programs.
The growth of forestry coops (another source of education) has introduced more landowners to sustainable forestry. Developing marketing strategies is ongoing for sustainably produced timber products. I do not see a market locally as yet but have read of others on the coasts.
Indiana -- With the certification of state forest and the private woodland owners in the classified forest system in Indiana we hope to get more people enrolled which puts more woodlands under management due to the requirements associated w/the classified system. We are attempting to reach the younger segment of the population in families who do own forestland and getting them interested in their parents or grandparents land earlier.
An appreciation that reaching new forest owners is akin to why we continue to teach elementary school classes - there are always new owners. Support education activities from many quarters that aid in landowner education.
Vermont -- Vermont Woodlands Association is instituting a Forestry School for woodland owners this May-all are welcome, but concentrating on new landowners. Informative quarterly newsletter.
Ontario -- Ontario has a Stewardship Program run by the Ministry of Natural Resource to work with landowners. There are also woodlot associations and co-operatives to work with landowners. Government funding is essential for these programs and associations to work effectively.
Nationally -- Release of full social marketing study, 'Family Forest Owners: An In-depth Profile', The Sustaining Family Forests Initiative, Yale School of Forestry & Environmental Studies.
Oregon -- Small forest land owners are getting together on their own in Oregon. The groups Oregon Cooperative Woodlands Management and Northwest Sustainable Timber Growers are the two that we work with. The later group focuses on FSC certification.
Washington -- Northwest Natural Resource Group has made many comprehensive improvements to our outreach to WA and OR landowners, including switching our newsletter from biannual to quarterly, adding a biweekly news service (the Entrepreneurial Forester), and a total website overhaul scheduled for a 4/1 launch.
Wisconsin -- Wisconsin Woodland Owners Association and Wisconsin Family Forests are successful programs. They both need a boost to gain better participation. Incentives to establish certification groups may be the answer to more and better private forest land stewardship.
Wisconsin -- Wisconsin Family Forests completed two market research projects as part of the Healthy Forests program that explored the choice of words to use, The partners to use, the needs of uninvolved woodland owners, a forest coordinator role and whom they would choose to utilize. Approximately 100 woodland owners are involved so far and a new group will be recruited shortly.
Effective Messages -- From Around the Country - Supporting Family Woodlands
New York -- New York State Forest Owners Association, the Residents' Committee to Protect the Adirondacks, Catskill Forestry Association, and others along with the Forest Stewardship Council Programs have aided in this
The Forest Stewardship Council-US is getting closer to finalizing the family forests standards, and then guidance around it, which will provide incentive for small landowners to practice well-managed forestry
A number of initiatives have come into being, Family Forest Alliance, National Community Forest Business Alliance, and other NGOs seem to be getting more mainstream press which indicates to me more attention to and focus on what's going on with family forest owners.
Virginia -- The formation of the Blue Ridge Forest Cooperative has been a positive and the willingness of the Virginia Department of Forestry to work with the cooperative has been useful. The Department of Forestry at Virginia Tech is now involved in discussions about way to increase collaborative research with the cooperative is another positive step.
Indiana -- IN Woodland Owners have made communications their #1 strategy for 2007. They are working to strengthen web presence, to develop better marketing literature, displays, and presentations, and to create a stronger benefits message.
Property owners are starting to recognize the impact of invasives on their woodland while the timber industry in general has declared all aspects of invasives management a property owners’ problem. Cooperation from the timber industry on matters related to invasive species is frustrating, limited and unexpected to increase.
Slow development of bio mass energy plants to utilize forest thinning material. Our co-op has been expanding both membership and markets. The above initiative on the SFIA will seek $50,000 for marketing the SFIA to eligible landowners.
Wisconsin– The Wisconsin Woodland Owners Association has developed a newsletter with the state American Tree Farm committee where they will be able to reach landowners who are interested in woodlands since they belong to WWOA or American Tree Farm System.
Wisconsin -- We are working with the University of Wisconsin Extension 'Basin Educator' program who have designed a series of local workshops delivered through nature centers to reach forest landowners who have not planned or implemented forest stewardship practices on their lands.
Massachusetts -- MA Woodlands Coop has specifically targeted farmers with back woodlots in its membership outreach. We can help this demographic diversify its economic enterprises. State funded Farm Viability and now Forest Viability programs also support the development of these resource-based businesses.
Minnesota -- University of Minnesota Extension is about to roll out a new website targeting woodland owners and the general public. This site will include three components:
- Information about how Minnesota forests work and how to care for them;
- A searchable database of NR professionals who can help you get your projects done;
- And a discussion forum to exchange questions and answers.
The continuing growth of the Forest Guild and the National Network of Forest Practitioners bode well.
I see more groups providing harvest services. They are marketing their product to existing markets. We need more State promotion of Tree Farm Certification for all MFL harvests!
Market strategy -- as long as there are markets, there will be management. This state has new markets for pulpwood. Take away the timber markets, and there is little incentive to practice sustainable forestry even for wildlife purposes if it is at a cost to the owner.
New Hampshire -- There are some new incentives for harvesting of low grade wood associated with growth of the wood fueled/biomass energy plants. One new, large plant completed in NH last year has provided substantial new markets for better forestry through improvement harvests
I am new to this arena, but now that some of these programs have been around for a while, it is becoming clear that more resource professionals and contractors understand each program means toward accomplishing an end. It is difficult as a landowner to understand the alphabet soup of programs and how to select the one that best suit a given situation. I have seen informational fliers that use a table format to compare and contrast all cost-share programs that benefit private landowners. These are helpful documents to communicate clearly to landowners.
The Sustaining Family Forests Initiative has recently released a report, launched a web site, and will soon be entering Phase II (pilot studies).
The Sustainable Woods Network is a good step forward.
Washington -- The Methow Forest Owners' Co-op achieved significant success increasing acreage under management and increasing co-op membership by offering a 50% cost sharing program in 2006. A $25,000 program covering 1 year increased membership by 15 and acreage under management by 160.
Virginia -- The Blue Ridge Forest Cooperative is up and running in part of Virginia. Local Landowner Cooperatives are very good, brings interested and like minded land owners together and provides a way to reach multiple landowners.
Ohio -- As part of marketing to 'under-served' landowners, started a network of people called WOmen Owning Woodlands Network, or WOWnet. About 6 groups meeting locally around state, program determined and planned by participants, with support from one OSU Extension forestry instructor. Targets women to share experiences, get them confident enough to attend 'regular' educational opportunities, and provide small and comfortable group to explore their skills as forestland managers. This idea in response to recent surveys showing more women are becoming primary managers for family property, and observed need for a different type of learning experience from traditional Extension programs.
The growth of forestry coops (another source of education) has introduced more landowners to sustainable forestry. Developing marketing strategies is ongoing for sustainably produced timber products. I do not see a market locally as yet but have read of others on the coasts.
Indiana -- With the certification of state forest and the private woodland owners in the classified forest system in Indiana we hope to get more people enrolled which puts more woodlands under management due to the requirements associated w/the classified system. We are attempting to reach the younger segment of the population in families who do own forestland and getting them interested in their parents or grandparents land earlier.
An appreciation that reaching new forest owners is akin to why we continue to teach elementary school classes - there are always new owners. Support education activities from many quarters that aid in landowner education.
Vermont -- Vermont Woodlands Association is instituting a Forestry School for woodland owners this May-all are welcome, but concentrating on new landowners. Informative quarterly newsletter.
Ontario -- Ontario has a Stewardship Program run by the Ministry of Natural Resource to work with landowners. There are also woodlot associations and co-operatives to work with landowners. Government funding is essential for these programs and associations to work effectively.
Nationally -- Release of full social marketing study, 'Family Forest Owners: An In-depth Profile', The Sustaining Family Forests Initiative, Yale School of Forestry & Environmental Studies.
Oregon -- Small forest land owners are getting together on their own in Oregon. The groups Oregon Cooperative Woodlands Management and Northwest Sustainable Timber Growers are the two that we work with. The later group focuses on FSC certification.
Washington -- Northwest Natural Resource Group has made many comprehensive improvements to our outreach to WA and OR landowners, including switching our newsletter from biannual to quarterly, adding a biweekly news service (the Entrepreneurial Forester), and a total website overhaul scheduled for a 4/1 launch.
Wisconsin -- Wisconsin Woodland Owners Association and Wisconsin Family Forests are successful programs. They both need a boost to gain better participation. Incentives to establish certification groups may be the answer to more and better private forest land stewardship.
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