Using Social Marketing and Micro Targeting to Engage and Move Woodland Owners to Stewardship

Sponsored by: Clemson Cooperative Extension
Speakers: Jerry Greenberg (American Forest Foundation); Mary Tyrrell (Yale School of Forestry & Environmental Studies)

This webinar will discuss the importance of social marketing as a tool for conservation. What is social marketing and why should planners and natural resource manager's care? How can data be used to understand your audience? A case study will describe how social marketing was used to encourage land managers in The Driftless Area (a unique region in the Upper Mississippi River Basin encompassing southeast Minnesota, southwest and west -central Wisconsin, northeast Iowa, and a part of northwest Illinois) to identify and involve unengaged landowners in a priority landscape.

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