The Changing Face of Arboricultural Communications
Duane A. Pancoast
Abstract: The public's emerging awareness of the role trees play in the global ecosystem can provide arborists with excellent marketing opportunities as they contribute to the education of their clientele. To accomplish this mission, we have seen a redirection of communications emphasis to customers, prospects and to residents in targeted neighborhoods. Such an approach provides arborists with the amount of space, the format and the control to carefully blend teaching about the needs of trees and their role in the environment with marketing messages about the company's services. Drawing on the newsletter experience of arborists across the country, this paper will show that there are no absolute rules for producing a newsletter. Rather, there are certain key elements that should be present. They should be adapted to the market and local conditions. Technical recommendations concerning content, style and production are also presented.