Publication Details

Understanding and reaching family forest owners: lessons from social marketing research

Publication Toolbox

  • Download PDF (1553702)
  • This publication is available only online.
Butler, Brett J.; Tyrrell, Mary; Feinberg, Geoff; VanManen, Scott; Wiseman, Larry; Wallinger, Scott

Year Published

2007

Publication

Journal of Forestry. October/November: 348-357.

Abstract

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.

Citation

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.

Last updated on: December 20, 2007