The Outlook
October 2010

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W e l c o m e

This month we continue our conversation about marketing and we take a look at the evolving discipline of urban forestry. Two topics that highlight emerging opportunities.

In the report "Green Marketing - Growing Sales in Growing Markets" we provide the fundamentals necessary to enter the growing and exciting green marketplace.

Our second report, "Urban Forestry: An Evolving Discipline" looks at the importance of a profession that addresses the management and health of an estimated 74 billion trees in America's urban forests.

Also be sure to check out Dovetail's environmental education resources - for use in the classroom and at home!

Enjoy!

- Jeff

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I  n    T h i s    I s s u e:

Dovetail Reports:

Green Marketing - Growing Sales in Growing Markets
http://www.dovetailinc.org/files/DovetailGreenMktg1010.pdf

Urban Forestry: An Evolving Discipline

http://dovetailinc.org/files/DovetailUrbanForestry1010.pdf

Dovetail Environmental Education Resources:

The F.R.E.E. Network
This site is for teachers and students at all grade levels who want to learn more about forests and the management of forests.
http://www.freenetwork.org/

Temperate Forest Foundation
Website:
http://www.dovetailinc.org/tff
Videos/DVDs:
http://www.dovetailinc.org/content/temperate-forest-foundation-videos
EcoLinks:
http://www.forestinfo.org/Products/eco-links/

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Dovetail Reports:

Green Marketing - Growing Sales in Growing Markets

Jeff Howe

The key to green marketing is recognizing that first and foremost it is not about GREEN but about “marketing” and all the conditions of satisfaction around a good marketing program apply in spades here.  In addition, for many companies trying to participate in the “green economy” green marketing may be the first time they truly attempt to introduce a new product or address an entirely new market.  In both these cases utilizing good marketing processes and skills is essential to success.  In a recent Dovetail Report, “Marketing as a process – Not Voodoo” we suggested a process by which an organization can coordinate its marketing activities, enhancing the likelihood of a programs success.  In this current article we attempt to provide the reader with the fundamentals necessary to utilize that process to enter into the fast growing and exciting green marketplace. For many organizations the effort can be transformative for the organization’s market success, and may also trigger a cultural shift of dynamic proportions.

To read more and download the full report:

http://www.dovetailinc.org/files/DovetailGreenMktg1010.pdf

Urban Forestry: An Evolving Discipline

Steve Bratkovich

Urban forests are important because of their size and scope, their impact on local economies, and the many social and environmental benefits they provide, due in large part to their proximity to people. According to the U.S. Forest Service, urban trees in the contiguous U.S. account for nearly one-quarter of the nation’s total tree canopy cover—approximately 74 billion trees.

Urban forestry—sometimes referred to as urban forest management—is the planning and management of trees, forests, and related vegetation within communities to create and add value. Throughout the past two centuries in the U.S., the focus of urban forestry has shifted from one of beautification to one that includes the environmental, conservation, economic and social benefits of community trees and urban forests.

This report focuses on urban forestry and its continuing transformation into a discipline that mirrors many of the considerations and complexities of traditional forest management. Examples are presented that highlight real-world and 21^st century urban forest management. Recommendations are offered as to how rural and urban foresters can collaborate to maximize benefits from all of our nation’s forests.

To read more and download the full report:

http://dovetailinc.org/files/DovetailUrbanForestry1010.pdf

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