Title: Understanding and reaching family forest owners: lessons from social marketing research
Author: Butler, Brett J.; Tyrrell, Mary; Feinberg, Geoff; VanManen, Scott; Wiseman, Larry; Wallinger, Scott;
Source: Journal of Forestry. October/November: 348-357.
Publication Series: Scientific Journal (JRNL)
Description: Social marketing--the use of commercial marketing techniques to effect positive social change--is a promising means by which to develop more effective and efficient outreach, policies, and services for family forest owners. A hierarchical, multivariate analysis based on landowners' attitudes reveals four groups of owners to whom programs can be tailored: woodland retreat, working the land, supplemental income, and ready to sell. A prime prospect analysis segmenting landowners according to their level of engagement and interest in land management can be used to improve the efficiency of program implementation. Landowners showing low levels of engagement but high levels of interest are of special interest because they are likely to be receptive to a social marketing message and therefore should be a priority target for any such efforts. Using the demographic profile of the average family forest owner, newspapers and television were identified as important means for mass communication.
Keywords: nonindustrial private forest owners, National Woodland Owner Survey, outreach, forest policy, United States
- We recommend that you also print this page and attach it to the printout of the article, to retain the full citation information.
- This article was written and prepared by U.S. Government employees on official time, and is therefore in the public domain.
- This publication may be available in hard copy. Check the Northern Research Station web site to request a printed copy of this publication.
- Our on-line publications are scanned and captured using Adobe Acrobat. During the capture process some typographical errors may occur. Please contact Sharon Hobrla, email@example.com if you notice any errors which make this publication unusable.
XML: View XML
Butler, Brett J.; Tyrrell, Mary; Feinberg, Geoff; VanManen, Scott; Wiseman, Larry; Wallinger, Scott 2007. Understanding and reaching family forest owners: lessons from social marketing research. Journal of Forestry. October/November: 348-357.
Get the latest version of the Adobe Acrobat reader or Acrobat Reader for Windows with Search and Accessibility