states program – marketing made easier for all states stephanie hussey, rbff aci conference -...

States Program – Marketing Made Easier

for All States

Stephanie Hussey, RBFF

ACI Conference - Marketing Day

July 10, 2007

• Retention & Recruitment• Opportunity• State Program• State Product• Working Group

States Program – Marketing Made Easier for All States

Priority for this year: taking the pilot state efforts to the next level with a nationwide program that all states can use

Revenue associated with license sales is critical to the future sustainability of state agency conservation and management programs

Retention & Recruitment is a priority

• 12% decline in participation in 2006 from 2001

• 15% of anglers renew their license every year over

a 5-year period

There is a significant decline in renewals of fishing licenses

Opportunity is clear: – 85% of anglers who have previously obtained licenses

are ripe for a targeted direct response effort

Our immediate focus: – Reaching these lapsed anglers

Opportunity

RBFF is developing a how-to guide to enable state fish and wildlife agencies to implement a direct mail marketing program to increase fishing license sales

This guide will serve as the first component of a multi-year project to enable state agencies to increase fishing license sales

State Program

Develop the program by December 2007

Goal: 25% of the states to implement the program in 2008

Results of the marketing effort will be evaluated

State Program

Pilot State Program Learnings

Pilot programs with state fish & wildlife agencies to increase license sales among lapsed anglers in Ohio, Oklahoma, Kentucky, Utah, Michigan, Florida, Texas, Idaho and Iowa

Proven that declining license sales can be reversed by utilizing an integrated, best practices approach

How-to guide for agencies to implement an integrated, direct mail marketing program, which will:

• Target lapsed anglers to increase fishing license sales

• Provide case study examples and instructions

• Include customizable marketing material templates

• Focus on a core program with local variations

State Product

State Outreach Working Group

Roger Fuhrman, Oregon Department of Fish & Wildlife

Michael Gray, Kentucky Department of Fish & Wildlife Resources

Debbie Lininger, Colorado Division of Wildlife

Monica Linnenbrink, South Carolina Department of Natural Resources

Ed Parker, Connecticut Department of Environmental Protection

Lydia Saldaña, Texas Parks & Wildlife Department

Julie Tack, Iowa Department of Natural Resources

Bob Wattendorf, Florida Fish & Wildlife Conservation Commission

Purpose:• Gain a better understanding of the challenges facing state

agencies in implementing an angler recruitment and retention marketing program

• How to best address these challenges in order to develop a product that can benefit all state agencies

Working Group Meeting

Product in place by December 2007

The Working Group will continue to be engaged throughout the product development process

And we want to hear from your state.

Program Development

Helping people to discover, share and protect the American legacy of recreational boating and fishing

Stephanie HusseyManager, State Outreach

RBFF(703) 778-5152

shussey@rbff.org

www.rbff.org