Transcript Corporate Reputation

States Program –
Marketing Made Easier
for All States
Stephanie Hussey, RBFF
ACI Conference - Marketing Day
July 10, 2007
States Program – Marketing Made Easier
for All States
• Retention & Recruitment
• Opportunity
• State Program
• State Product
• Working Group
Retention & Recruitment is a priority
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
There is a significant decline in renewals of
fishing licenses
• 12% decline in participation in 2006 from 2001
• 15% of anglers renew their license every year over
a 5-year period
Opportunity
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
State Program
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
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
State Product
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 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
Working Group Meeting
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
Program Development
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.
Stephanie Hussey
Manager, State Outreach
RBFF
(703) 778-5152
[email protected]
Helping people to discover, share and protect the
American legacy of recreational boating and fishing
www.rbff.org