October 16, 2008
In the commercial business world of selling hamburgers, long-distance phone services, and other consumer goods, the most common definition of marketing is: product, price, and distribution. In other words, marketing defines the specific product or service being offered, establishes the pricing strategy, and identifies the channels of distribution to get the product to the right consumers. Conservation groups are not in the hamburger business, but they do offer specific services to a targeted audience. Translating that into the tree world, marketing is a series of strategic activities or decisions to create value in the mind of a specific customer. For most tree groups the focus is social marketing– influencing perceptions and awareness of specific audiences.
Marketing and Communications Resource List
Community Tree Leadership Forum- Marketing & Urban Forestry Manual
Part II- Strategy and Public Relations
Part III- Building and Positioning Your Brand
Part IV- Advertising and Promoting Tree Events
Laurie Kaufman, Director of Communications, TreePeople (Los Angeles, CA)
Laurie Kaufman manages TreePeople’s media, publications, public relations and website activities. She has over 10 years experience working with nonprofit organizations in areas including community self-reliance, sustainable development, organic farming, homelessness, youth-at-risk, and children of incarcerated parents. Laurie has taught tree planting and organic gardening to youth and senior citizens in California and Hawaii’s Big Island. She has written for the Journal of the Society of Municipal Arborists, the Daily Breeze, Southern Sierran, Santa Monica Mirror and Resurgence magazine. She is currently producing a series of videos about TreePeople and worked on the 1995 award-winning video “Hawaii in Transition: Vision for A Sustainable Future.“
Shannon Forsell, Public Relations Director, Keep Indianapolis Beautiful (Indianapolis, IN)
Shannon Forsell has served as Public Relations Director for Keep Indianapolis Beautiful, Inc. (KIB) since 2004. KIB, an affiliate of Keep America Beautiful, is a nonprofit with the mission to unite people to beautify the city, improve the environment, and foster community pride. In 2004, the organization underwent a complete rebranding process, including the creation of a new logo, organizational brand guidelines, and branding roadmap. In 2007, KIB launched the organization’s local NeighborWoods initiative to plant 100,000 large shade trees in neighborhoods in Indianapolis by the year 2010. This summer, KIB moved into its new “green” headquarters, a building designed for gold LEED certification with the U.S. Green Building Council. During Shannon’s time at Keep Indianapolis Beautiful, media and visibility exposure has increased by 100%, and website visitors have increased by 40%. In 2008, Shannon also managed the pilot “My Tree and Me” campaign, an innovative tree coupon campaign designed to encourage and promote tree planting in Indianapolis.
Brown Bag attendees will learn:
* Construct a Media Toolkit.
* Increase media coverage and handle media relations.
* Define product, price, place, and promotion.
* Effectively plan communications campaigns.
* Giving and getting credit.
About the Brown Bag Lunch Series
The Brown Bag Lunch Series is the Alliance for Community Trees’ monthly webcast series held at the lunch hour and made possible through support from The Home Depot Foundation and USDA Forest Service. The goal is to create informal training opportunities for local urban and community forestry organizations. The content is geared to mainly serve the needs of volunteer organizations and community groups, although webcasts are open to all.
The trainings leverage local successes by amplifying to a larger audience the model organizations’ methods, materials, and approaches. Sessions are planned to last no more than one hour, with two presenters speaking on the same topic from slightly different perspectives, each for 10–15 minutes, followed by 10–15 minutes of questions and answers.
CEU Approved: 1 Hour
CFE Category 1 Approved: 1 Hour