Landowner Impact Center Overview-Social marketing and Audience Segmentation

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]