ForestsWork: Your Land is in Your Hands

We are at an inflection point in our climate crisis. And changes are impacting all of us—today and in our future. We know that forests are an important part of the solution. Unfortunately, deforestation continues, regardless.

That’s why, in June 2023, the Healy Administration launched the Forests as Climate Solutions (FACS) Initiative—to expand existing state forestry programs, invest in forest conservation, enhance a network of forest reserves, and develop forest management guidelines based on the latest climate science. It outlined state land conservation goals of protecting 30% of the Commonwealth by 2030 and 40% by 2050, in service of achieving net-zero statewide greenhouse gas emissions by 2050.

In order to meet these ambitious climate goals, it’s critical that Massachusetts’ forests are conserved and managed to optimize carbon sequestration. While FACS oversees forest conservation for Massachusetts’ public forests, 70% of our forested land is in the hands of 46,500+ private landowners. And every day, that number increases as current landowners subdivide and sell. This means that the future of our forests depends greatly on how these individuals and families manage their land.

In June 2024, the Department of Conservation & Recreation (DCR) created ForestsWork: a state partnership that provides expertise, best practices, and incentives to make it easy for private landowners to adopt climate smart forest stewardship practices for their properties.

While some landowners are already participating in similar programs, this is the first time they’re being presented as a comprehensive solution for both private stewardship and climate change. ForestsWork makes it clear to private landowners—who’ve not yet decided what to do with their forests—that there’s value in their forested land, that stewardship can raise that value, and that DCR is a great partner to support their goals and aspirations.

Brand Visuals

Brand Language

ForestsWork partners with private landowners like you to make the most out of your forest, today and tomorrow. Our programs offer you guidance, assistance, and incentives to create a forest management approach that works uniquely for you and delivers the value you deserve. We know that stewarding our forests is essential to boosting our economy, protecting our wildlife habitats, and helping fight climate change. That’s why our future depends on what you and the 46,500+ other landowners do with your forests. And we’re here to help you make the best choice. Together we can get more out of our forests —for you and for all of us.

Key Messages:

Your forest can do more. Your forest holds power. It can fight climate change, protect wildlife, preserve our ecosystem, and boost the economy. And DCR is here to help you unleash that power. When you steward your forest, it can do more—for you and for all of us.
We need you. Most of Massachusetts forested land is owned by people like you. So no matter whether your family has tended a forest for generations, or you’re a new owner putting down roots, you play an essential role in our conservation journey. And your stewarding choices have a big impact on our collective future. When it comes to keeping our forests as forests, we need you.
In partnership. DCR will partner with you to unleash the power of your forested land. We aren’t here to tell you how to steward that land but to give you the tools you need to get the most out of it. With the right guidance and assistance, we make it easy for you to create a forest management approach that works uniquely for you but benefits us all.
It pays to belong. We all know the power of supporting local. In Massachusetts, this means stewarding our forests in a way that’s good for landowners and for the Commonwealth. It also means encouraging the public to buy and use wood that’s logged right here at home. When you choose to sustain our forests, be that financially or environmentally, you help our canopy do more for Massachusetts.
The time is now. Massachusetts is at an inflection point in our climate crisis. And forests are an essential part of the solution. It’s critical that we keep our forests as forests, but this doesn’t mean sacrifices or a hands-off policy for landowners like you. With the help of DCR, you can make your forest do more—for you and for all of us.

Understanding the Audiences

Brand Manifesto
With land ownership comes responsibility and opportunity. And ForestsWork is here to partner with you in making choices that align with your values, aspirations, and your vision or the future. Together, we have the tools and knowledge needed to manage your forest sustainably. Responsibility is about being a caretaker o your land, and seizin the opportunity to make decisions that work or you in the short and long term. We’re here to help, because your land is in your hands.

Brand Roll-out Plan

For efficiency, we recommended a hybrid approach to introducing the new ForestsWork brand. Focusing immediately where you will have the most impact—specifically assets and communications that spread the word about ForestsWork to private landowners and key stakeholders that interact with them—and follow up with a phased introduction of more intensive and tactile aspects of the brand experience.

Focus Areas & Tactics:

Awareness + Perception: The state has many resources and benefits or private landowners. Our task is to ensure they are aware of what’s available to them and understand what these programs can do—for them and or all of us.
- (Flipping the Switch) Roll out brand identity (logo, color palettes, brand guidelines); ForestWork launch social media tiles and e-newsletter banners for DCR and key partners to include in marketing.
- (Phasing In) Media buy targeting private landowners (newspaper placements, facebook content, direct mail, radio ads); Messaging training for all DCR forestry staff, key partners, and industry stakeholders.
Education: There are many uncertainties in forestry. That’s why we need to educate landowners on forest management and amplify the benefits it brings. And show that ForestsWork is here to help, every step of the way.
- (Flipping the Switch) A dedicated ForestsWork webpage on DCR’s mass.gov site that serves as a singular point of entry for landowners seeking information about ForestsWork incentives programs. Spotlight new webpage on DCR homepage and social media following brand launch.
- (Phasing In) Digital explainer video series; DCR managed newsletter exclusively for landowners; Info can to travel through forest lands and connect directly with landowners.
Relationship Building: We need to effectively equip Massachusetts private landowners with the tools they need to manage their forests. We position ForestsWork as the essential partner for guidance and assistance on developing a plan that works or them.
- (Flipping the Switch) Digital and printable info sheet to hand out to landowners and partners that describes what ForestsWork is, how DCR supports landowners, and direct them to the dedicated webpage for more information
- (Phasing In) Printed items that boost branding, promote referrals, and allow for info sharing (business cards, contact sheets, lawn signs); Workshops and events to connect with landowners. Partner with relevant brands to help boost trust and exposure.

Brand Experience: Massachusetts private landowners are integral to our work and should feel connected to it. Targeted exposure through brand experiences can help generate excitement, build relationships, and improve brand perceptions
- (Flipping the Switch) Brand launch kit packages information and materials for launch (info sheet, talking points, press release, press boards, posters).
- (Phasing In) Launch PR package with useful and engaging items (protective gear, clothing, first aid kits, tools, car decals); Forest activation that brings the forest management experience to life in the public eye (ex. art installation to demonstrate forest management in key urban settings).

ForestsWork: Your Land is in Your Hands

We are at an inflection point in our climate crisis. And changes are impacting all of us—today and in our future. We know that forests are an important part of the solution. Unfortunately, deforestation continues, regardless.

In June 2024, the Department of Conservation & Recreation (DCR) created ForestsWork: a state partnership that provides expertise, best practices, and incentives to make it easy for private landowners to adopt climate smart forest stewardship practices for their properties.

Brand Visuals

Brand Language

Key Messages:

Your forest can do more. Your forest holds power. It can fight climate change, protect wildlife, preserve our ecosystem, and boost the economy. And DCR is here to help you unleash that power. When you steward your forest, it can do more—for you and for all of us.

Understanding the Audiences

Brand Roll-out Plan

Focus Areas & Tactics:

Awareness + Perception: The state has many resources and benefits or private landowners. Our task is to ensure they are aware of what’s available to them and understand what these programs can do—for them and or all of us.

(Flipping the Switch) Roll out brand identity (logo, color palettes, brand guidelines); ForestWork launch social media tiles and e-newsletter banners for DCR and key partners to include in marketing.

(Phasing In) Media buy targeting private landowners (newspaper placements, facebook content, direct mail, radio ads); Messaging training for all DCR forestry staff, key partners, and industry stakeholders.

Education: There are many uncertainties in forestry. That’s why we need to educate landowners on forest management and amplify the benefits it brings. And show that ForestsWork is here to help, every step of the way.

(Flipping the Switch) A dedicated ForestsWork webpage on DCR’s mass.gov site that serves as a singular point of entry for landowners seeking information about ForestsWork incentives programs. Spotlight new webpage on DCR homepage and social media following brand launch.

(Phasing In) Digital explainer video series; DCR managed newsletter exclusively for landowners; Info can to travel through forest lands and connect directly with landowners.

Relationship Building: We need to effectively equip Massachusetts private landowners with the tools they need to manage their forests. We position ForestsWork as the essential partner for guidance and assistance on developing a plan that works or them.

(Flipping the Switch) Digital and printable info sheet to hand out to landowners and partners that describes what ForestsWork is, how DCR supports landowners, and direct them to the dedicated webpage for more information

(Phasing In) Printed items that boost branding, promote referrals, and allow for info sharing (business cards, contact sheets, lawn signs); Workshops and events to connect with landowners. Partner with relevant brands to help boost trust and exposure.

Brand Experience: Massachusetts private landowners are integral to our work and should feel connected to it. Targeted exposure through brand experiences can help generate excitement, build relationships, and improve brand perceptions

(Flipping the Switch) Brand launch kit packages information and materials for launch (info sheet, talking points, press release, press boards, posters).

(Phasing In) Launch PR package with useful and engaging items (protective gear, clothing, first aid kits, tools, car decals); Forest activation that brings the forest management experience to life in the public eye (ex. art installation to demonstrate forest management in key urban settings).