Changing the way we talk about urban forestry messaging and communication strategies- rachel comte
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Changing the way we talk about urban forestry messaging and communication strategies- rachel comte
- 1. Messaging, Strategy & Trends in Urban Forestry Planning Rachel Comte Northern Kentucky Urban & Community Forestry Council
- 2. Urban Forestry Planning Master Plans Urban Tree Canopy (UTC) Assessments Tree Inventories Management Plans Reviews of Urban Forestry Policies, Ordinances, Operations Tree Preservation
- 3. Evolution of the Industry As industries mature, usage and roles mature. Urban forestry has (and is) experienced (ing) this today. Strictly IT-Based Housed in IT Departments Technology evolves, standardization of formats, effective usages emerge, needs increase, tools are developed to allow usage by end users Primarily Sales/Marketing, IT only as needed Marketing & Communications Internet& WebSites TERMINOLOGY: IT Internet Web Sites Internet Marketing Online Marketing Urban Forestry TERMINOLOGY: Tree Maintenance City Arborist/Forester Urban Forestry
- 4. 1. Trend: Equity Urban Tree Canopy assessment data – 5 land cover classes: Tree Canopy Low Vegetation (lawn, fields) Hard Surfaces (impervious) Water Bare Soil Neighborhood X: $2,400/acre Neighborhood Y: $735/acre
- 7. 2. TIP: Consider the urban forest as an everyday person would. Stronger, More Vibrant Communities Wildlife Habitat Property Values Erosion Prevention Better Health Energy Savings Flooding & Water Quality Urban Heat Stresses Business District Prosperity Safer Streets Maslow’s Hierarchy of Needs
- 8. 3. TIP: Reach Beyond Tree People TREND: Partnerships Health Officials Large Private Landholders Business Community Utilities – Power, Sewer Elected Officials Realtors Developers Residents / Homeowners at NEIGHBORHOOD LEVEL Non-Tree NGOs American Lung Association AARP Community Development Corporations Chambers of Commerce Regional Planning Organizations
- 9. 4. TIP: Correct Tree Speak Tree Speak Everyone Else Urban forest Stormwater management Mitigation Canopy DBH Air quality Water quality Impervious surfaces Local Waterways Trees within the city Water pollution and flooding Correcting or lessening Tree cover and associated benefits Age/size of tree Asthma Polluted water, e-coli Hard surfaces (roads, building) White River
- 10. Correcting Tree Speak Our urban forest reduces stormwater runoff by 900,000 cubic feet per year. Indy’s trees intercept over 6.7 million gallons of rainwater runoff each year. This helps stop pollutants like oil, antifreeze, detergents and pesticides from flowing untreated into the White River. Tree Speak Everyone Else
- 11. Correcting Tree Speak Everyone Else: Tree Speak The urban forest can add anywhere from 7-15% to property values. Property values are higher in neighborhoods with trees. Where would you rather live?
- 12. Correcting Tree Speak Tree Speak Business districts with high canopy have customers that shop longer and spend more.. Everyone Else: Local businesses are more successful with trees around. People spend 11% more and shop longer. Where would you rather shop?
- 13. 5. TIP & TREND: Connecting people to trees Fun, interesting, important …via activities getting them out there – planting, citizen scientists, tree stewards.
- 14. …via GOATS
- 15. …via GOATS
- 16. …via inventory / benefits data
- 17. …via accessible UTC tools Neighborhood Level Land Cover Hot SpotsUTC Web Viewer Priority Planting Areas
- 18. …via Geocaching International Game of hide and seek or treasure hunt. Turn hiking into a forest or walking through your city into a treasure hunt. Arkansas State Parks Geocaching Challenge “Parkcache.” American Forests has created a cache for each of it’s national champion trees
- 19. …via email?
- 20. To: Green Leaf Elm, Tree ID 1022165 29 May 2015 Dear Green Leaf Elm, I hope you like living at St. Mary's. Most of the time I like it too. I have exams coming up and I should be busy studying. You do not have exams because you are a tree. I don't think that there is much more to talk about as we don't have a lot in common, you being a tree and such. But I'm glad we're in this together. Cheers, F 29 May 2015 Hello F, I do like living here. I hope you do well in your exams. Research has shown that nature can influence the way people learn in a positive way, so I hope I inspire your learning. Best wishes, Green Leaf Elm, Tree ID 1022165 Western Red Cedar, Tree ID 1058295 1 July 2015 Hi Tree, Are you worried about being affected by the Greek debt crisis? Should Greece be allowed to stay in the European Union? Regards, Troy 2 July 2015 Hi Troy, I seem to remember the Greeks razed you to the ground one time—are you still angry at them? Greece is not out of the woods yet, but may be out of the EU….Some say that they should be allowed to devalue their currency in order to recover their economy, but the EU will not allow them to do that. Some say that it is partly the austerity program, which has made it this bad. They say austerity was a disaster for Russia after the breakup of the Soviet Union and for the recovery of Asia from the GFC… I don’t know, but then I’m only a tree. Regards, Western Red Cedar THANK YOU! Rachel Comte Rachel.Comte@Davey.com
Notas do Editor
- Hello everyone – thanks to AC Trees for inviting me here to speak… comment on event. Today I’m going to talk about UF planning trends and tips on reaching people effectively in UF planning.
- Like city planning, Urban Forestry Planning can take many forms <explain each> I was in marketing for the first 10 years of my career…became arborist, then urban planner. Now am a project manager for Davey across all of these planning efforts. Today I’m going to talk about the trends we’re seeing in UF Planning AND tips to keep in mind when doing UF projects in your communities.
- First, let’s take a look at the industry today – how it has evolved. It has evolved from a technical / strictly tasked-based field work (think climbers, pruning, removals, etc.) often as part of a public works department. Today, as technology and related data becomes more readily available, it begins to engage more non-technical roles – like city planners, elected officials, etc. Reminds me of the evolution of the internet / web sites. We can look at it graphically. Strictly IT based in beginning. BUT as technology evolved formats are standardized (web layouts, online commerce) effective uses emerge (businesses begin to see how to use the internet to make money, communicate with customers) need increases (everyone wants a site now) so systems/tools built to allow for use and application by end users – in this case, marketing folks able to build sites, decisions on web sites made by ceo or leadership (not lone tech guy in company) Now it is strictly a marketing/communication tool, housed as such. UF is the same. In the beginning, task-based pruning and removal work, house in public works or even highway departments. technology evolved (aerial imagery, GIS UTC analysis) formats are standardized (tree canopy cover becomes a metric, iTree models benefits and value) effective uses emerge (trees are beginning to be seen as infrastructure, benefits values show real value as urban asset) need increases (everyone wants to know their tree canopy level, but also climate change issues worsen) so systems/tools built to allow for use and application by end users – in this case, those in infrastructure, city planning, elected officials) SO WITH THIS IN MIND….knowing we are speaking more to those end users who will apply this data – city planners, elected officials, etc – here are 5 points I want to make to all you – some are TIPs, some are TRENDS, some are both- for effective UF planning.
- First a trend – the issue of equitable distribution of canopy and its benefits. Urban tree canopy (UTC) data gives us the amount of land with one of 5 classes of land cover types… This canopy data is used in modeling programs like iTree’s suite of tools to quantify the benefits that canopy provides. B/c this data is electronic, it can be parsed out by neighborhood boundaries. If the benefits data is calculated at an average per acre, disparities often emerge. Neighborhood Y is getting only 1/3 of the benefits that neighborhood X is getting – cleaner air and water, less energy costs, better health, etc.
- Tree canopy cover and its benefits can be examined at the census block level. When charted with socio-economic data like housing tenure, education or income, disparities also emerge. Each of these blue dots is a census tract data point…in this tract, the canopy is almost 40% and the pop density if <describe a couple>
- We can then map out the areas of greatest need and lowest canopy – helping identify and prioritize potential neighborhoods to focus future efforts on increasing canopy so benefits are more equitably distributed. Cleveland…in this case use the data and charts earlier to define what’s most important to them, scaled each on importance, and came up with a final rating in an equity index related to urban forestry…where they could concentrate more work in working toward equitable canopy coverage…which is really equitable access to the benefits that canopy provides.
- Second, a tip. Remember we are dealing with the application of data and end users – city staff, planners, elected officials, capital projects, etc. So we need to look at the UF as a normal person would. In marketing, we would always discourage businesses to talk to potential customers about their company. People don’t care about your business. They care how your business can help them solve a problem or address an issue. TED TALK - It’s the same with trees. People don’t care about trees. They do care about their lives, their problems and how you can solve those problems. <CLICK> Look at Maslow’s Hierarchy of Needs – people operate and act on their needs starting from the lowest rungs first. They are motivated by the basics – healthy comfortable place to live, economically sound, getting kids to school, food on the table. <CLICK> Luckily, when we map out where these tree benefits fall in Maslow’s hierarchy, we are fortunate to find that many fall in the lower rungs. This is where most people are, and where they are motivated to take action. So talk about trees in ways that appeal to our basic needs. “your water will be clean, you business more successful, your family healthier.”
- THIRD… tip: When non-tree people talk about trees and their benefits, people listen. It can often hold more weight (not Arborists, urban forestry department, DNRs) Trend is Partnerships – both for financial reasons and for effective outreach American Lung Association – they’re already making your case for trees Developers - NGO in Cincinnati is working with developers to clean up blocks around the developers rehab projects – developers pay and nonprofit installs and cares for them for first few years, then city takes over AARP is all about aging in place…livable communities…they even have fact sheets on how street trees create livable communities
- Fourth…How much of what you say does the public hear? Talk to real people. Get your messaging right Terms…talk to real people. Even if you’re not target the general public, consider that elected officials are regular people, other city departments are real people
- Often intuitive – use pictures
- Consider using pictures.
- Often intuitive – use pictures
- FINALLY, last tip that is also a trend – UF efforts are often most successful in the longer term when a connection is made between people and the trees. Make it fun, interesting, important. Via activities…get people out there…
- CITIZEN ENGAGEMENT INVASIVES Goats a tool in urban forestry? used to clear invasives instead of chemicals or controlled burns After Sandy and other severe storms, NYC lost a lot of mature trees – open areas that later got choked with invasives. (Prospect Park) Boston, Pittsburgh, Arlington National Cemetery…even where I live – Goebel Park in Covington KY
- Do good work… ENGAGEMENT….draw people in We have a fun spring event…the running of the goats through the city to their spring location…kicks off start of farmers markets too. http://www.telegraph.co.uk/news/2016/05/09/seven-goats-escape-from-kentucky-parade-sparking-24-hour-chase/
- Public access to Interactive Street trees data – especially tree benefit data VIA TECHNOLOGY Giving them access to inventory and benefits data… Many tools out there that calculate benefits data based on inventory data.
- Cities investing funds into UTCs Access to UTC results – give people access to explore and drill down to their own neighborhood or street. They may even start their own planting event. Neighborhood groups can get a lot done if given the tools and access.
- Make it a game, like with geocaching… You place a cache (cleverly hidden containers) around the world.where you think a place of value is. 3 million active geocachers in the world – 830,000 in the US alone. 2.8 million geocaches waiting to be found in 184 countries. This Arkansas geocaching adventure is based around visiting all 52 state parks. “Each cache has a clue that will help you find the coordinates of the final, 53rd cache, located somewhere in the state. Just download the clue sheet and start your adventure.”
- Source: http://www.theatlantic.com/technology/archive/2015/07/when-you-give-a-tree-an-email-address/398210/
- Great strides can be made (planting or preservation) if you connect people to their trees. I’ll leave these up on the screen so you can read them. Thank you!