Making 'Trees Work' for Missourians
โขDownload as PPTX, PDFโข
1 likeโข371 views
Dentner
Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
More from Arbor Day Foundation
More from Arbor Day Foundation (14)
Recently uploaded
Recently uploaded (20)
Making 'Trees Work' for Missourians
- 2. Campaign Development ๏ Missouriโs Forest Action Plan ๏ Emphasize tree benefits ๏ Broad audience
- 4. Messaging Whatโs in it for me? Why should I care?
- 5. Messaging ๏ Primary messages focus on how Trees Work ๏ For Your Wallet ๏ For Your Health ๏ For Your Family ๏ For Your Community ๏ For Your Environment ๏ For the Economy
- 6. Messaging
- 9. Wood Postcards John Goodman voicing โTrees Workโ radio ads
- 10. TV PSA
- 11. Events
- 13. Measuring Success ๏ 2013: Survey in 3 Communities ๏ Gather baseline data ๏ 6,700 surveys sent ๏ 36% response rate ๏ 2015: Survey #2 ๏ Replicated first survey ๏ Same communities ๏ 32% response rate ๏ 14% increase in Trees Work awareness
Editor's Notes
- Good morning, and thank you for your attention today. I am so pleased to be here to share our Trees Work story with you. In my seven minutes, Iโll give you a brief overview of: What the Trees Work campaign is, How we developed the campaign, The messaging and the tools we use, And the one of the ways we measure the campaignโs performance. Campaign Development So letโs talk about the campaign development. The stateโs forest action plan, which outlined the critical issues facing Missouriโs forests, called for the need to communicate the benefits of Missouriโs trees and forests to its citizens. The plan says sustainability of the resource depends on Missourians understanding and appreciating the value of our trees and forests.
- Trees Work is the outreach/educational/marketing campaign that evolved from that need. The key component of the Trees Work campaign is to base our messaging on those benefits, and connect them to documented research. So thereโs science behind our campaign. And thatโs important, because most people are generally aware that trees offer environmental benefits, but not many understand the social, economic, and human health benefits. ย When developing this campaign, we also recognized the majority of Missourians live in cities and towns, which is why the campaign has been predominantly focused on community or urban forest. We recognize our audience isnโt necessarily the traditional one for us at the Department of Conservation โ they might not be hunters or anglers, or even spend much time outdoors. ย So Trees Work needed to cast a wide net, and it needed to help that general audience make the connection between the trees around them and the benefits they provide.
- So letโs talk about the campaign development. The stateโs forest action plan, which outlined the critical issues facing Missouriโs forests, called for the need to communicate the benefits of Missouriโs trees and forests to its citizens. The plan says sustainability of the resource depends on Missourians understanding and appreciating the value of our trees and forests. ย Trees Work is the outreach/educational/marketing campaign that evolved from that need. The key component of the Trees Work campaign is to base our messaging on those benefits, and connect them to documented research. So thereโs science behind our campaign. And thatโs important, because most people are generally aware that trees offer environmental benefits, but not many understand the social, economic, and human health benefits. ย When developing this campaign, we also recognized the majority of Missourians live in cities and towns, which is why the campaign has been predominantly focused on community or urban forest. We recognize our audience isnโt necessarily the traditional one for us at the Department of Conservation โ they might not be hunters or anglers, or even spend much time outdoors. ย So Trees Work needed to cast a wide net, and it needed to help that general audience make the connection between the trees around them and the benefits they provide.
- Thatโs where Trees Work starts. Now Iโll cover a bit about how we share the message. One of the most important things to remember when youโre trying to โsellโ something is that youโve got to give people a reason to care, on a personal level. Why should I care? Whatโs in it for me? If you canโt answer those questions, you wonโt get their attention. ย Trees Work is all about the benefits that trees provide, but in six, specific, โWhatโs in it for meโ categories: ย Trees Work for your Wallet Trees Work for your Family Trees Work for your Health Trees Work for your Community Trees Work for the Environment Trees Work for the Economy
- Trees Work for your Wallet Trees Work for your Family Trees Work for your Health Trees Work for your Community Trees Work for the Environment Trees Work for the Economy ย Surely one of those hits home with almost everyone, right? We use each category to specifically tell you how your Trees Work for you. We can answer that โWhatโs in it for meโ question. Why should Missourians care about trees? ย Well, Trees Work for your wallet because the trees around your house can reduce your utility bills and increase your property value. Trees Work for your family because spending time around trees and in nature can make your kids more creative and help them do better in school.
- Trees Work for your community because the businesses downtown will attract more shoppers who spend more money if the street is lined with trees. Trees Work for the economy, because, in Missouri, forest products are a 9 billion dollar industry that puts over 44,000 people to work. ย That the basic Trees Work campaign, right there. Everything we do ties back to those benefit messages. Everything ties back to how TREES WORK. Campaign Tools We have used fairly traditional methods to spread the word about Trees Work, but weโve really focused on making those tools creative, engaging, and informative. Iโd like to talk a little bit about some of the tools we use.
- First, we have a stand-alone website separate from the Dept. of Conservation. We own the domain treeswork.org, and the site has three main sections: Benefits of trees, with links to the research. Basic tree care โ from identification to planting and maintenance. Media gallery โ where we showcase our audio and tv ads and other tools that are part of the campaign. ย Weโve developed a series of Trees Work posters. They are handcrafted, letterpress posters, some made with woodblocks crafted from Missouri trees, and printed on recycled paper.
- Weโve developed a series of Trees Work posters. They are handcrafted, letterpress posters, some made with woodblocks crafted from Missouri trees, and printed on recycled paper. ย The posters feature clever, funny tag lines that all describe what life would be like without trees. ย If you arenโt catching them up on the screen right now, Iโve set them up in the back of the room. ย We offered these posters to anyone who would display them in a public place, and they are hanging in libraries, schools, coffee shops, dentist offices, and retail businessesโ even the St. Louis Zoo. ย The posters became our print advertising โ they become perfect full page or quarter page ads in magazines and other publications.
- We also turned the posters into wooden postcards. We offer them to people at state fair and regional events. They address them to whomever they want, drop them in our Trees Work mailbox, and we mail them. Weโve handed out thousands of those postcards. ย We completed a series of radio ads, and were lucky enough to get actor John Goodman, who is originally from Missouri, to voice several of them. ย We obtained a forest service grant in 2013 to produce a TV PSA, which we started airing last year.
- We obtained a forest service grant in 2013 to produce a TV PSA, which we started airing last year. Itโs a 30 second ad where a young boy shares how trees help him achieve greatness โ heโs reading Moby Dick, helping his dad do the taxes, and carving a giant sculpture of himself. ย Our nature centers around the state use Trees Work for their programs โ on October 1 one of our Kansas City nature centers hosted โMay the Forest Be With You,โ which was a program that combined Star Wars and Trees Work. ย
- Last year we started partnering with the Missouri State High School Activities Association. This is the organization that runs all of the high school sports, debate, and music competitions. These events arenโt like college or professional sporting events where thereโs advertising everywhere you look. Trees Work is essentially a sponsor for the events and we get special signage, PSAs, and fan interaction activities for the audience and students. This year social media will play a big part of our efforts, as we attempt to engage people through Facebook, Instagram, and Snapchat. Weโre even creating a Trees Work coloring book and pencils to hand out at some of the events where there are a lot of bored parents waiting for their kids to compete!
- Ultimately, the point of these tools is to find a variety ways to connect with people. Whether theyโre listening to the radio, attending a county fair, or participating in the high school track meet, theyโll find an opportunity to learn more about how Trees Work for them. Surveys Iโve covered the campaignโs development, the messaging, and tools. My last topic will cover one way weโre measuring our success.
- Baseline Survey, 2013 In 2013 we conducted a survey to establish baseline data in three pilot communities where we would focus our marketing efforts. ย The survey focused on gauging awareness of environmental marketing campaigns AND our six tree benefits messages. We asked people which of our benefit messages meant the most to them and which ones they might share with friends or neighbors. We also asked what tree-related activities theyโd participated in the past. ย We mailed almost 7,000 surveys, and had a response rate of 36 percent. Even with only minimal promotion, 20 percent of those respondents said they had already heard of Trees Work. ย Over 80 percent of respondents said they would be very interested or somewhat interested in our six message areas. Second Survey, 2015 After almost two years promoting Trees Work, we surveyed the same communities again in 2015. We had a similar response rate, and awareness of the Trees Work campaign jumped by 14 percent. ย Interest in the six campaign messages areas remained the same.
- Closing So thatโs Trees Work in seven minutes. Please check out website, TreesWork.org, to learn more about the campaign. Iโve also brought a few items for you, on the table in the back. Please help yourself after this session concludes. Thank you!