call before you cut cotton randall ohio division of forestry dave apsley ohio state university...
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Call Before You Call Before You Cut Cut
Cotton RandallCotton RandallOhio Division of ForestryOhio Division of Forestry
Dave ApsleyDave ApsleyOhio State University ExtensionOhio State University Extension
Mary TyrellMary TyrellYale School of Forestry & Env. Yale School of Forestry & Env.
StudiesStudies
Brett ButlerBrett ButlerUSFS Forest inventory and AnalysisUSFS Forest inventory and Analysis
Andy WareAndy WareFormerly w/ Ohio Division of Formerly w/ Ohio Division of
ForestryForestry
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BackgroundBackground
Almost 75 % of Ohio’s 8 million acres of forestland is in family forests
Less than 5 % of these woodland owners indicate that timber management is a priority
25% of them have harvested timber in the last five years
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BackgroundBackground
In essence, there are no forest management or timber harvesting regulations in Ohio
– Only water quality regulations with minimal enforcement
Woodland owners often make quick decisions about harvesting timber due to short-term financial need
Poorly planned harvests (which are detrimental to forest and water resources, and the financial interests of woodland owners) are the norm
(this is a key threat identified in statewide assessment)
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ObjectivesObjectives
Provide consumer protection for Ohio’s woodland owners
Encourage sustainable timber harvesting to ensure future ability of forests to meet landowner objectives
Support the use of professional foresters to assist woodland owners with timber harvesting decisions
Promote the use of trained Master Loggers
Facilitate the development of forest management plans, which guide future decisions
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Humble BeginningsHumble Beginnings Call Before You Cut began as a tri-
fold brochure designed by Rural Action Sustainable Forestry and partners
Provided contact information to woodland owners in an 8 county area in Southeastern Ohio
Successful effort, copied in a number of states, but:– Confusing; too many agencies,
numbers, contacts etc.– Difficult to keep current
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Program ExpansionProgram Expansion An effort to update the old brochure was in
process
ODNR – Division of Forestry offered their support in an effort to expand to a state-wide campaign
A committee of representatives from the Division, OSU-Extension and Rural Action-Sustainable Forestry was formed
Other partners were recruited
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Current Ohio PartnersCurrent Ohio Partners Ohio Department of Natural Resources – Division of
Forestry Ohio State University – Extension Rural Action – Sustainable Forestry ODNR – Division of Soil and Water Ohio Federation of Soil and Water Conservation Districts Ohio Society of American Foresters Ohio Better Business Bureau The Nature Conservancy Ohio Tree Farm Natural Resources Conservation Service
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Ohio’s Ohio’s Call Before You CutCall Before You Cut Toll-free number 1-877-424-8288
Web-page http://callb4ucut.comhttp://callb4ucut.com
Information Packets
– Welcome Letter– Extension Fact Sheets– ODNR Pamphlets– Promotional Brochures
from Partners
Marketing Campaign Radio Ads Billboards Brochures Earned media Posters
Top Ten List of reasons to Call Before You Cut
Business cards
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http://http://osafdirectory.comosafdirectory.com
Averages over 1,100 visits per
month
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Expanding Expanding Call Before You CutCall Before You CutAcross State LinesAcross State Lines
Expanded into a Multi-state effort Illinois Indiana Iowa Missouri West Virginia
Awarded grant from USFS Northeastern Area State & Private Forestry in 2008 for nearly $250,000 to support this multi-state effort
Shared resources including common landing page, marketing materials, ideas etc.
Sustaining Family Forest initiative (SFFI) provided support to bring a social marketing approach to the campaign
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A collaboration among government, industry, conservation, certifications, landowner, and academics organizations
Their goal is to conduct social marketing research: That will serve as a wide-ranging resource To aid in the development of outreach and services
http://www.sustainingfamilyforests.org/
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http://www.engaginglandowners.org/
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The Call Before You Cut Campaign
by:
Center for Nonprofit StrategiesFebruary 2009
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Feb 25, 2009 15
Methodology
Met with landowner groups in OH, IA, & IL 5 with WTLs, 4 with WROs, 2 mixed Discussed:
Messages and appeals Would you call the number? What would you expect? What should be in the information packet? How can we get the word out?
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Feb 25, 2009 16
What was learned
Better terminology e.g., woods or woodlands, not forests
Attitudes about logging for different landowner types
When would landowners seek advice? Timber harvest or forest health problems
Who do they trust or think of for help? Most only think of state service foresters or
extension foresters
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http://callb4ucut.comhttp://callb4ucut.com
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Ohio Web StatisticsOhio Web StatisticsMonth Visits Pages/
VisitAvg. Time on Site
% New Visits
Bounce Rate
FEB 137 4.34 2:57 86.86 38.69
MAR 174 4.83 3:43 86.78 32.18
APR 157 5.18 4:07 87.26 23.57
MAY 193 4.56 3:22 83.94 30.05
TOTALS 788 4.84 3:41 86.17 30.46
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Visits from OhioVisits from Ohio1/20/2010-6/13/20101/20/2010-6/13/2010
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Challenges / Lessons Challenges / Lessons LearnedLearned
Challenges: Staff turnover/reassignment (e.g., project leader) Maintaining coordinated effort – keeping process
moving Held periodic conference calls/webinars
Lessons learned: Replicability – significant benefits in this project Effective communications may need to be
dynamic & multi-faceted Others - from partners in audience??
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Questions?Questions?
http://callb4ucut.comhttp://callb4ucut.com
1-877-424-8288 (Ohio)
1-800-865-2477 (Iowa)
1-888-939-9493 (Indiana)
1-877-564-7483 (Missouri)
1-888-498-2292 (West Virginia)
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Woodland retreat
Supplemental
income
Working the land
Uninvolved
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Engaged in land management
Unengaged in land management
Favorable attitudes toward
stewardship
ModelOwners
Prime Prospects
Unfavorableattitudes toward
stewardship
PotentialDefectors
Write-offs?