Embed Size (px)
DESCRIPTION
The Get Rooted in Cumberland program utilized community-based social marketing to determine the perceived tree planting benefits and barriers for residential properties, as well as how to increase tree planting behavior. A neighborhood was selected for a pilot program because of its high potential for tree planting on residential property. Marketing of the program had challenges and opportunities to meet new partners and collaborators. Small municipalities could see increases in tree canopy with a similar program that encourages tree planting.
Citation preview
Tree Planting As Social Behavior Change
Can It Be Done In A Small City?
Where is Cumberland, Maryland?Location: in the Allegheny Mountains of western Maryland Population: 20, 452City Founded in 1700’sNickname: “Queen City”Has Combined Sewer System and other legacy issues
Background
• Tree Canopy Study 2008/2009– 49 percent tree canopy coverage but only 27
percent coverage in “developed areas”– Most of gains in tree canopy could be made by
getting trees in backyards• Staff attended conference in 2011
– Attended workshop focused on Doug McKenzie-Mohr’s “Fostering Sustainable Behavior” and community-based social marketing
Background
• How Typically Encourage Tree Planting?– Arbor Day Seedlings– Annual Plant Sale Seedlings– Road Side Tree Plantings
Grant Project
• Community Based Social Marketing• Identify Barriers & Benefits impacting a desired
“behavior” (Tree Planting) and develop tools based on the findings
• Use Focus Groups to scrutinize strategy developed to meet objective
• Pilot Test Strategy - Wills Creek Sewer-shed/North End
Why tree planting in North End?
Opportunity to Increase Tree Canopy
Heritage Days 2012 (Project Kick-off)
Funding:
Chesapeake Bay Trust Grants
$21,750 – Outreach/Community Engagement
$12,826 – Community Greening
$16,000 – Community Legacy Grant
$2,200 – Columbia Gas
$2,000 – Potomac Edison
Heritage Days 2012
Laura Smith, Environmental Intern June 2012 – Dec 2013
Tasks Completed:•Survey
•Focus group
•Collected data & walked North End
•Completed mid-point report 2012
•Planned and facilitated events
•Completed Final Report Form 2013
•Designed a follow-up survey
Farmers Market 2012 survey promotion
Promoting Tree Planting (right tree right place)
This set up really attracted kids and provide an opportunity to speak to the parents about planting trees!
Tree Pruning and Tree Care Workshop 2012
Major Partners MD Dept. Nat. Res. Cumberland
Neighborhood Housing Services
Shade Tree Commission
Several Other Partners North end residents Local plant nurseries Braddock Middle School Various City departments
Tree Planting Demonstration Wills Mt. Picnic 2013
Kick off of the tree coupon program
Centre Street Playground – Tree Coupon Promotion 2013
Heritage Days 2013An opportunity to talk to many people!
Get Rooted participants 2013 telling others how they can
Get Rooted in Cumberland… One Tree at a Time!
Banners promoting FREE trees!
Community planting day!!! 2013
Big THANK YOU to volunteers and Partners!
Advice to the next Cumberland?
• Information Dissemination• Include Money for Needed Extras in Budget• Marketing and Promotion• Mountain Moving and Turning Battleships• Organization and Logistics• Ask For Help and Support• Build New Relationships
Questions?
• Paul Eriksson • Natural Resources Specialist
• Cumberland, MD• E-mail: [email protected]
