2014 State Marketing Programs: Fishing & Boating WEBINAR January 17, 2014

Transcription

1 2014 State Marketing Programs: Fishing & Boating WEBINAR January 17, 2014

2 OVERVIEW RBFF Marketing Initiatives & Resources Fishing License Marketing Program Boat Registration Marketing Program

3 RESOURCES FOR YOU

4 INTEGRATED APPROACH Reach our audiences at every point in the communications continuum Advertising Search & Display PR Social Media Awareness Education PSA TMF.org Blogs & Video Content Programs Social Media Mobile Apps and TMF.org Tools Marketing Engagement Retention State Direct Mail Programs Trigger-based E-Marketing Partner Programs

5 TMF NATIONAL CAMPAIGN

6 PSA EFFORTS Utilize PSA radio and TV to extend TMF brand conservation message April-Dec. 2013: Total value of $3.89 million in placements (TV, radio, print)

7 SOCIAL MEDIA TakeMeFishing.org Take_Me_Fishing Recreational Boating & Fishing Foundation Take Me Fishing take_me_fishing TakeMeFishingFilms

8 SHAREABLE CONTENT INFOGRAPHICS

9 HOW-TO VIDEOS

10 WHERE TO FIND RESOURCES ON TAKEMEFISHING.ORG

11 LICENSE REFERRALS 1.09 MM 1.2 MM 1.5 million 853, , ,000 FY09 FY14

12 REGISTRATION REFERRALS 181,000 93, ,000 66,000 63,000 FY09 10,000 FY14

13 WEBINARS Quarterly webinars Topics of interest include: o marketing o Mobile marketing o Social media o Fishing & boating programs

14 Fishing License Marketing Program

15 2014 PROGRAM SUMMARY Treatment Direct mail postcards Additional component Timing April launch ~2.8 million nationally Follow target audience details

16 2014 PROGRAM SUMMARY CONT. Leverage non-profit postage rate Postcards allow for customization 100% funded by RBFF Printing, production and mailing States = 100% of revenue

17 TARGET AUDIENCE DETAILS Lapsed anglers Last held an annual or longer term license Ages 19-64

18 TARGET AUDIENCE DETAILS Tiers 1-5, 8

19 2014 PROGRAM STRATEGY Message Conservation Outdoors (test Tier 8) Direct mail w/follow-up program: highest lift Expanding to more states

20 Postcard Mail Side

21 Postcard Billboard Side

22 Postcard Customization

23 Customization

24 Customization

25 KEY DATES April 1 = MAIL DATE Late Jan. Initial postcard proofs to states for feedback Feb. 3 Data to Southwick Associates Early Feb. Final postcard proofs distributed (48-hr. turnaround) Mid-May Post Mailing Data to Southwick Associates June/July Program Evaluation

26 Boat Registration Marketing Program

27 2014 PROGRAM SUMMARY Treatment Direct mail letters Timing April launch ~670,000 nationally Follow target audience details

28 2014 PROGRAM SUMMARY CONT. Leverage non-profit postage rate Customizable letters 100% funded by RBFF Printing, production and mailing States = 100% of revenue

29 TARGET AUDIENCE DETAILS Lapsed boaters Owners who have not renewed registration for one or two boating seasons

30 LETTER DETAILS Renewal Notices Four-color, fishing-focused renewal notice for households with a current fishing license Four-color, boating-focused renewal notice for all other households

31 Boating Letter - Front

32 Boating Letter - Back

33 Boating Letter Customization Front

34 Boating Letter Customization Front Continued

35 Boating Letter Customization Back

36 Boating Letter Customization Back Continued

37 Fishing Letter - Front

38 Fishing Letter - Back

39 Fishing Letter Customization Front

40 Fishing Letter Customization Front Continued

41 Fishing Letter Customization Back

42 Fishing Letter Customization Back Continued

43 Non-Remit Letters Encourage all states to utilize remittance forms If unable to process, we can produce non-remittance letters One-sided renewal notices

44 Non-Remit Boating Letter

45 Non-Remit Boating - Customization

46 Non-Remit Boating - Customization

47 Non-Remit Fishing Letter

48 Non-Remit Fishing - Customization

49 Non-Remit Fishing - Customization

50 KEY DATES April 1 = MAIL DATE Late Jan. Initial letter proofs to states for feedback Feb. 3 Data to Southwick Associates Early Feb. Final letter proofs distributed (48-hr. turnaround) Mid-May Post Mailing Data to Southwick Associates June/July Program Evaluation

51 Questions

52 Thank You