NBCI-Marketing-Plan - Early Successional Habitat Landowner Outreach Plan Template

Sep 12, 2026

Template for a state marketing plan focused on attracting and persuading landowners to request advice and assistance for creating Early Successional Habitat (ESH) on their land. The framework summarizes how NBCI developed its communications through workshops, stakeholder interviews, message development and testing, landowner focus groups, and resulting message templates. It defines target audience motivations and preferred messaging language, outlines the landowner “sales” process, and provides guidance and free ad resources, including flyers, print ads, billboards, social media, and online advertising.

LanguageEnglish

CategoryPresentations

FormatPDF

Pages17

Reading Time6 min

AccessFree to download

Introduction

Background

Target Audience – Landowners

The “Sales” Process

National Bobwhite Conservation Initiative Early Successional Habitat Landowner Outreach Plan Template Introduction This document is a template for a state marketing plan to attract and persuade landowners to inquire about advice and assistance in creating Early Successional Habitat (ESH) on their land. This template is the product of a long-term project funded by the National Bobwhite Conservation Initiative with input and assistance from every NBCI member state and several other stakeholders. This plan will walk you through the process of planning your state’s landowner outreach program and direct you to the resources available to implement it. Free ad templates (referenced throughout) are available at [https://bringbackbobwhites.org/marketing/](https://bringbackbobwhites.org/marketing/) . Background This marketing plan and all the resources referenced in it are the result of an effort that NBCI began in 2016. This section briefly outlines the process NBCI went through to develop these materials. The rest of the document is a practical marketing plan about how a state agency or other entity might communicate effectively with landowners about implementing early successional habitat management on their lands. Workshop-The effort began with a workshop attended by NBCI staff, leadership, state quail coordinators and other stakeholders. The workshop resulted in identification of the key audience, communications objectives and major strategies for the plan. Stakeholder Interviews – Interviews with wildlife directors, quail coordinators, private lands biologists, etc. helped confirm the results of the workshop and provided additional details for strategy and message development. Initial Message Development & Testing – Six potential messages were developed and tested online via a focus group of state quail coordinators. Landowner Focus Groups-The best of the initial messages were refined further and tested via landowner focus groups of row crop farmers, ranchers and southern pine timber operations. Message Templates – Message templates were then created for states and NGOs to encourage landowners to request assistance in creating and maintaining ESH on their land. Implementation Assistance – This marketing plan and templates for flyers, magazine and newspaper ads, billboards, social media and online advertising are all available to the states for free download at [https://bringbackbobwhites.org/marketing/](https://bringbackbobwhites.org/marketing/) NBCI has also agreed to create a Google AdWords account including search terms, ads and geotargeting for any interested state participating in the program (see Page 14 for details) . |
| | | | As landowners were determined to be the key audience of this effort and communicating directly with landowners has never been an NBCI strategy, it was determined that NBCI would produce a suite of messages and make them available for states, NGOsand other partners to use to communicate with landowners. | | --- | --- | --- | --- | --- | | | | | | | | | | | | | Target Audience – Landowners The target audience for this campaign is landowners. Suitable land types include row crop farming, ranching/grazing, timber production, recreation or a combination of the above. Landowners are our target as they are most often the final decision makers as to whether or not habitat is created and maintained on their property. NBCI research uncovered a few other things about landowners: 1. They enjoy having wildlife on their land for hunting purposes or simply because they enjoy seeing it on the property. 2. They feel they are stewards of the land and wish to leave it better than they found it. This could be for their children or grandchildren or for the general benefit of nature. 3. If their land has any purpose other than recreational, it needs to produce revenue of some sort in order to help keep their business viable and their family provided for. 4. They are

FAQs

What is the purpose of this marketing plan template?

It provides a step-by-step approach for a state agency to attract and persuade landowners to inquire about advice and assistance for creating Early Successional Habitat (ESH) on their land.

How did NBCI develop the messages used in the plan?

NBCI began with a workshop to identify audience and objectives, then refined strategy through stakeholder interviews, message development and online focus-group testing, and further testing with landowner focus groups.

What is the core process for engaging landowners in the campaign?

The plan describes a “sales” process starting with exposure to a conservation message, followed by a phone call to qualify and arrange contact, then a first in-person meeting to build rapport and identify goals and available resources, with subsequent property walkthroughs and a land plan.

Sep 12, 2026

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