|A unit of Lasting Forests
evolving since March 30, 1999
A Total Forest Management Plan
When someone says " marketing is simply ..." we suspect that they are amateurs. Maybe it is understanding what people value or catches their imagination and then responding with products and services ... but it seems much more than that.
Herein, marketing includes advertising and analyzing the needs of customers to deliver needed and desired products and services. It includes the analysis as well as the delivery system...and the bridges that need to be made between the abilities of Lasting Forests and the land owner and potential buyers, users, and clients.
Fundamental parts of local marketing are:
The following is a list to produce thought and questions about the local situation and conditions and to see if anything more effective could be done within each area to remove barriers or enhance the delivery of effective services or products.
Those with an * are believed by experts to be the most important.
*Ten most important weapons
Perhaps self evident, the following are marketing guidelines presented to prepare owners and advisors when addressing the news media for emphasis:
Strategies for Media Interviews for Marketing
You might ask, for example, "Where are you going with this?"
These strategies were compiled from numerous sources, including Steve Adubato, Jr., Rutgers University 1993, the Fur Information Council of America, the Wisconsin DNR, Virginia Dept. of Game and Inland Fisheries, and Stephen Rafe's book Mastering the News Media interview. See Media Smart (Stauffer. For further information, contact the Proactive Strategies Project.
Sample marketing letter (after Bezos, Amazon.com, 1999)
Thanks you for making yearxxxx such an exciting year for us. We're having a fantastic time and we're extremely grateful for your support. As a gesture of our appreciation we are sending this small gift - the zzzz - and hope that you enjoy it.
As you know, since we started in xxxx, people have been telling us that we're crazy. We've been working to build a place on the Internet and a field staff where people can come to find and discover how to get effective, sophisticated, modern wildland management and then to have it implemented on their lands. The parts of our concept of an integrated modern wildland system existing for profit include: forestry, wildlife, advanced recreation, fisheries, tourism, and a variety of hiking, camping, and outdoors related activities. We're nowhere close to the finish line of our vision but we've made a lot of progress and we won't give up.
All of the suggestions and feedback that we received in the past year were very helpful and became a major part of our decisions. Thanks again and best wishes for the New Year filled with family, friends, and happiness.
Sincerely yours, etc.
See Champe Green's Thesis (The following is a partial list from that work on early adapters. I edited and was an early contributor and committee member.)
Adams, C. A,, R. A. Stone, and 3. K. Thomas. 1988. Conservation education within information and education divisions of state natural resource agencies. Wildl. Soc. Bull. 16(3):329-333.
Alexander, L, and S. R. Kellert. 1984. Forest landowners perceptions of wildlife management in New England. Trans. N. Am. Wildl. and Nat. Res. Conf. 49:164-173.
Applegate, J. E. 1961. Landowners behavior in dealing with wildlife values, p.64-72 In: R. T. Dumke, G. V. Burger and J.R.March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc.
Bandura, A. 1966. Social foundations of thought and action. Prentice Hall, Inc., Englewood Cliffs, New Jersey, 617 pp.
Bauder, J. W., and J. S. Hickman. 1966. Tillage committees: a local approach to effective extension education. J. Soil and Water Cons. 43(2):130-132.
Berryman, 3. H. 1961. Needed now: an action program to maintain and manage wildlife habitat on private lands, p.6-9 In: R. T. Dumke, G. V. Burger and J. R. March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Publ. Co., La Crosse, Wisc.
Birch, I. W. 1983. Private forestland owners in the U.S.: their number and characteristics. In: J. Royer and C. Risbrudt (Eds.), Nonindustrial Private Forest: A review of economic and Policy Studies. Duke Univ., Durham, NC.
Blanchard, K. A., and M. C. Monroe. 1990. Effective educational strategies for reversing population declines in seabirds. Trans. N. Am. Wildl. and Nat.Res.Conf. 55: 108-117.
Brandner, L., and B. Kearl. 1964. Evaluation for congruence as a factor in adoption rate of innovation. Rural Soc. 9(3): 288-303.
Black, 3. S. 1982. Opinion leaders: is anyone following? Public Opinion Quarterly 46: 169-176.
Bunnell, P. 1966. Guidelines for forestry extension. ForestResource Development Agreement Report 046. Env. and Soc. Sys. Anal. Ltd., Vancouver, B. C.
Busch, L., and W. B. Lacy. 1963. Information flows in research and extension: an alternative perspective. The Rural Sociologist 3(2):92-97.
Christensen, W. W., and A. E. Grafton. 1966. Characteristics, objectives and motivations of woodland owners in W.Va., W.Va. Agr. Exp. Sta. Bull. 538. 28pp.
Charter, S., and J. Charter. 1965. Management clubs - an innovative approach to training. The Savory Letter. 8:16-17.
Comptroller General of the U. S. 1972. The Forest Service needs to ensure that the best possible use is made of its research program findings. Report to Congress of the U.S. Dept. of Agric. Gen. Acct. Off., Washington, DC . 29 pp.
Crowell, J. B. 1964. Can timber growing investments be profitable? J. For. 62(9): 536-538.
Defleur, M. L., and S. Ballrokeach. 1975. Theories of mass communication. 3rd Ed. McKay Publ. Co., New York, N.Y. 263pp.
Deknatel, C. 1979. Wildlife habitat development on private lands: a planning approach to rural land use. J. Soil Water Cons. 34(6): 260-263.
Dickson, A. 1970. Receptivity of absentee forest owners to extension forestry. Unpublished PhD. Diss., Syracuse University, Syracuse, NY 333 pp.
Doolittle, L. and J. Straka. 1967. Regeneration following harvest on nonindustrial private pine sites in the South: a diffusion of innovations perspective. South. J. App. For. 11: 37-40.
Elifson, K. W., R. P. Runyon, and A. Haber. 1982. Fundamentals of social statistics. Addison-Wesley Publ. Co., Reading, Mass. 563 pp.
Fesco, R. S. 1982. Management practices and reforestation decisions for harvesting timber. USDA Stat. Reporting Service, Washington, DC.
Fessler, D. R. 1958. Making meetings effective. VPI Agric. Ext.Service, Circular 772. Blacksburg, VA l9pp.
Geller, E. S. 1989. Applied behavior analysis and social marketing: an integration for environmental preserva-tion. J. Soc. Issues. 45(1): 17-36.
General Accounting Office. 1977. To protect tomorrow's food supply, soil conservation needs priority attention. Comptroller General of the U.S., Washington, DC. CED-77-30.
Giles, R. H., Jr. 1978. Wildlife management. W. H. Freeman and Co., San Francisco, CA. 4l6pp.
Giles, RH., Jr.. 1981. Assessing landowner objectives for wildlife, p. 112-129 In: R. I. Dumke, J. V. Burger and J.R. March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc.
Goss, K. F. 1979. Consequences of diffusion of innovations. Rural Sociology 44(4):754-772.
Gramann, 3. H. 1984. Sociological issues in nonindustrial private forestry. Rural Sociologist 4(5): 364-368.
Granovetter, M. 1983. The strength of weak ties -- a network theory revisited. In: R.Collins (Ed.), Sociological Theory 1983. Jossey Bros. Publ., San Francisco, CA. p. 20l-233.
Griffin, W. V. 1981. A private landowner looks at education. p. 293-295 In: R. T. Dumke, G. V. Burger and J. R. March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc.
Haymond, J. L. 1985. Diffusing silvicultural innovations in the nonindustrial private forestland owners' social system: a study of opinion leaders. Unpublished PhD. Diss., Clemson Univ., Clemson, SC. l5l pp.
Haymond, J. L.1968. Adoption of silvicultural practices by opinion leaders who own non-industrial private forestland. South. J. Appl. For. 12(1):20-23.
Haymond, J. L.1966. NIPF opinion leaders: what do they want? J. For. 66(4): 30-35.
Haymond, J. L.1990. Wildlife attitudes of early adopters who own forestland. Society and Nat. Res. 3:11-18.
Martson, E. 1992. Who ya gonna call? High Country News 24(5):11.
Hodge, S. S., and L. Southard. 1992. A profile of Virginia NIPF landowners: results of a 1991 survey. Va. For. 47(4): 7-11.
Iowa State Univ. Cooperative Extension Service. 1951. How farm people accept new ideas: special report # 15. North Central Regional Publication # 1 of The Agricultural Extension Services, Ames, Ia. llpp.
Jacobsen, D. 3. 1948. The affairs of Dame Rumor. Rinehard and Co., Inc. New York, NY.
Jahn, L. R. 1986. The potential for wildlife habitat improvements. J. Soil and Water Cons. 43(1): 67-69.
Kellert, S. R. 1976. Perceptions of animals in American society. Trans. N. Am. Wildl. and Nat. Res. Conf. p.533-546.
King, C. W. and J. 0. Summers, 1970. Overlap of opinion leadership across consumer product categories. J. Marketing Research 7:43-50.
Kivlin, J. E. 1960. Characteristics of farm practices associated with rate of adoption. Unpublished PhD. Diss., Penn. State Univ. University Park, PA
MacNamara, M. 1985. Action learning and organizational development. 3. Organizational Develop. Summer,1985: 10-15.
Maslow, A. H. 1970. Motivation and personality. 2nd Edition. Harper and Row. New York, NY 369pp.
McEvoy, T. J. 1985. An educational approach to increase the production of multiple benefits from private nonindus- trial woodlands in America. p. 116-120 In: Work-shop Proceedings: Technologies to benefit agriculture and wildlife. Office of Technology Assessment, Washington, DC
McEvoy, T. J. , S.H. Broderick, and R. S. Stewart. 1968. A strategy to improve the adoption of forest management practices, especially for wildlife, on private nonindustrial wood-lands. Trans. N. Am. Wildl. and Nat. Res. Conf. 53:62-66
Merton, R. 1957. Social theory and social structure. Free Press, Glencoe, Ill. p.413.
Mills, S. 1991. Salons and beyond. Utne (sic) Reader. Mar./Apr. 1991: 66-77.
Morgan, D. L. 1966. Focus groups as qualitative research. Qualitative Research Methods Series No. 16. Sage Publications. Newberry Park, CA. 83pp.
Muth, R. M., and J. C. Hendee. 1980. Technology transfer and human behavior. J. For. Mar. 1980: 141-144.
Neal, J. E. 1991. Letter to natural resource extension specialists in the southern region. USDA CES. Southern Regional Forester's Office, April
Nowak, P. 3. 1987. The adoption of agricultural conservation technologies: economic and diffusion explanations. Rural Sociologist 52(2):208-220.
Olson, D. D. 1979. Realities on nonindustrial private forest ownership in northern Michigan: an extension forester's opinion. J. For. 77: 13-18.
Pampel, F. Jr., and J. C. Van Es. 1977. Environmental quality and issues of adoption research. Rural Sociology 42(1): 57-71.
Presley, J. J. 1981. Opportunities for wildlife management through state and private cooperative forestry pro-grams. In: R. I. Dumke, G. V. Burger and J. R. March (Eds.), proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc. p. 227-234.
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Rogers, E. M. 1983. Diffusion of innovations. 3rd Edition. The Free Press. New York, NY. 453pp.
Rogers, E. M. and F. F. Shoemaker. 1971. Communication of innovations: a cross-cultural approach. Free Press, New York, NY. 476pp.
Rohs, F. R. 1965. Questionnaire construction: information gathering for needs, assessment, evaluation, and research. USDA CES/Univ. of Ga. Coll. of Agric., Athens, 24pp.
Rosen, B. N., H. F. Kaiser, and M. Baldeck. 1969. Nonindustrial private forest landowners as timber marketers: a field study of search for market information and decision quality. Forest Science 35(3): 732-744.
Royer, J. P. 1979. Conclusions from a review of 50 years of small woodland owner studies. Pages 1-14 In: Proceed-ings of the 1979 Southern Forest Economists' Workshop. Chapel Hill, NC.
Royer, J. P., T. A. Goss and J. L. Townsend. 1981. Policy research on nonindustrial private forest: Duke's con-tribution. FOREM 4(3). Duke Univ., Durham, NC.
Sabido, M. 1981. Towards the social use of soap operas. Institute for Communications Research. Mexico City, Mexico.
SAS Procedures Guide. 1988. SAS Institute, Inc., Cary, NC. 441pp.
Schoenfeld, C. 1981. Communication: a human factor. In: R.T. Dumke, G. V. Burger and J. R. March (Eds.), Proceed-ings of Symposium: Wildlife management on private lands. La Crosse Printing Co. , La Crosse, Wisc. p. 130-152.
Shaw, S. P. 1981. Wildlife management on private nonindustrial forestlands. In: P. T. Dumke, G. V. Burger and J.P. March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc. p. ?6-42.
Shelton, P. 1981. Motivating the landowner to manage for wildlife. In: R. I. Dumke, G. V. Burger and J. R. March (Eds.), Proceedings of Symposium: Wildlife management on private lands. La Crosse Printing Co., La Crosse, Wisc. p301-306.
Snyder, L. B., and S. H. Broderick. 1992. Communicating with woodland owners: lessons from Connecticut. J. For. 90(3) : 33-37.
Stewart, R.S. 1990. Development of a strategy to increase forest management activities on nonindustrial private forestlands. Unpublished M. S. thesis, University of Vermont, Burlington, VT. 75pp.
Stone, P. N. 1969. A comparison of woodland owners' intent with woodland practices in Michigan's upper peninsula. unpublished PhD. Diss., Univ. of Minnesota, Duluth, MN 121 pp.
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USDA Forest Service. 1968. An analysis of the timber situation in the U.S.: 1989-2040. USDA Forest Service GTR RM-199. Washington, DC. 269pp.
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Weigel, R., and J. Weigel. 1978. Environmental concern: the development of a measure. Environment and Behavior. (1):3-15.
Wellman, J. D. 1987. Foresters' core values and cognitive styles: issues for wildland recreation management and policy. Policy Studies Review 7(2): 395-4~3.
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Wright, B. A. 1966. Virginia landowners wildlife management study. Virginia Department of Game and Inland Fisheries, Richmond, VA 60pp.
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Last revision November 12 , 2001.