Engaging landowners effectively: creating a Call Before You Cut campaign in the central hardwoods region

Mary L. Tyrrell; David Apsley; Purnima Chawla; Brett J. Butler

Treesearch

Engaging landowners effectively: creating a Call Before You Cut campaign in the central hardwoods region

Informally Refereed

Authors:

Mary L. Tyrrell, David Apsley, Purnima Chawla, Brett J. Butler

Year:

2013

Type:

Paper

Station:

Northern Research Station

Source:

In: Miller, Gary W.; Schuler, Thomas M.; Gottschalk, Kurt W.; Brooks, John R.; Grushecky, Shawn T.; Spong, Ben D.; Rentch, James S., eds. Proceedings, 18th Central Hardwood Forest Conference; 2012 March 26-28; Morgantown, WV; Gen. Tech. Rep. NRS-P-117. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 142-150.

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Abstract

Social marketing tools and approaches were used to develop a Call Before You Cut campaign for six states in the Central Hardwoods Region (Illinois, Indiana, Iowa, Missouri, Ohio, West Virginia). The campaign was developed from research on landowner values, objectives, and behavior, based on National Woodland Owner Survey data and landowner focus groups, and discussions with natural resource professionals in the region. The result was a strategically focused set of publicity materials, a Web site, and an informational packet common to all six states and designed to attract the attention of and be useful to the landowners most likely to cut trees without professional advice.

Parent Publication

Proceedings, 18th Central Hardwood Forest Conference

Citation

Tyrrell, Mary L.; Apsley, David; Chawla, Purnima; Butler, Brett. 2013. Engaging landowners effectively: creating a Call Before You Cut campaign in the central hardwoods region. In: Miller, Gary W.; Schuler, Thomas M.; Gottschalk, Kurt W.; Brooks, John R.; Grushecky, Shawn T.; Spong, Ben D.; Rentch, James S., eds. Proceedings, 18th Central Hardwood Forest Conference; 2012 March 26-28; Morgantown, WV; Gen. Tech. Rep. NRS-P-117. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northern Research Station: 142-150.