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