Success Stories

RBFF works with its stakeholders to recruit, retain and reactivate anglers and boaters, and produces program case studies to share the learnings.

RECREATIONAL BOATING LEADERSHIP COUNCIL NEW MARKETS TASK FORCE

The Recreational Boating Leadership Council (RBLC) developed a series of educational videos with the help of RBFF and other sponsors. These videos are part of RBLC’s New Markets Task Force and focus on businesses who are successfully engaging and selling to diverse markets.

VIEW THE VIDEOS HERE


STATE R3 PROGRAM GRANTS

RBFF’s State R3 Program Grants help fund state programs that are sustainable and replicable angler and boater recruitment, retention and reactivation (R3) initiatives that focus on increasing fishing license sales and boat registrations to help achieve 60 million anglers in 60 months.

2018

Massachusetts Division of Fisheries & Wildlife (MassWildlife) tested the implementation of new tracking techniques, primarily through a digital marketing campaign on Facebook, Instagram, and Google Ads. Postcards and emails were sent in an effort to retain anglers.

LEARN MORE FROM THE CASE STUDY


LEARN MORE FROM THE GRANT FINAL REPORT


2017

Georgia Wildlife Resources Division (GA WRD) brought in over $1.2 million from a digital marketing campaign and search engine marketing. To achieve this success, they used current angler data to target lookalike audiences and even placed ads on Amazon to reach outdoorsy customers.

LEARN MORE FROM THE CASE STUDY


Massachusetts Division of Fisheries & Wildlife (MassWildlife) utilized RBFF’s Retention and Reactivation Toolkits to send direct mail and email to retain new anglers and reactivate lapsed anglers. They sent out various combinations of direct mail and email to learn which communications yielded the most license renewals.

LEARN MORE FROM THE CASE STUDY


Maryland Department of Natural Resources (MD DNR) utilized learnings from the RBFF Vamos A Pescar™ campaign to reach out to the Hispanic community. For their “Es Mi Parque” program, they hosted “Fun Days” at state parks with a high population of Hispanic visitors that included presentations and games to teach families about conservation.

LEARN MORE FROM THE CASE STUDY


Michigan Department of Natural Resources (MI DNR) engaged lapsed female anglers in targeted counties to increase their reactivation rate. Using emails and postcards, MI DNR wished to evaluate what communication method or combination of methods had the highest effect on reactivating lapsed women anglers.

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Michigan Department of Natural Resources (MI DNR) sent emails and postcards to retain first-time license buyers since new anglers are more likely to lapse than repeat anglers. The goal of this campaign was to retain 5% of Michigan’s first-time resident license buyers who purchased a fishing license in 2016.

LEARN MORE FROM THE CASE STUDY


Minnesota Department of Natural Resource (MN-DNR) created a campaign to retain anglers by promoting the purchase of a lifetime license. Like many other states, Minnesota’s angling population is growing older, and younger anglers are not being recruited into the sport at a high enough rate to replace them. Thus, this promotional effort was aimed at both younger adult anglers and older anglers who might purchase lifetime licenses.

LEARN MORE FROM THE CASE STUDY


Washington Department of Fish and Wildlife (WDFW) hosted its second Annual Statewide Trout Fishing Derby from April 22 – October 31, 2017. Parenting and regional magazines, e-blasts, lake signs, ads on Pandora streaming music station, and school system distribution were all utilized to reach this new audience.

LEARN MORE FROM THE CASE STUDY


2016

Iowa Department of Natural Resources partnered with the Iowa Tourism Office on the “Gone Fishing” campaign to promote Iowa’s fishing opportunities through digital media platforms to increase license purchases.

Learn more from the case study.


Nebraska Game and Parks Commission developed a method to sell on-site permits and collect data on fishing program participants in order to send follow-up communications and track participant recruitment and retention.

Learn more from the case study.


2015

Georgia Wildlife Resources Division created an easy and convenient telephone Interactive Voice Response (IVR) system to increase boat registration renewals and shorten the lapse period between renewals.

Learn more from the case study.


Nebraska Game & Parks Commission developed an auto-trigger email system to send customized messages to anglers purchasing fishing licenses and to increase angler engagement.

Learn more from the case study.


Vermont Fish and Wildlife launched the “Reel Fun Vermont” campaign to increase visibility of fishing opportunities in Vermont State Parks to boost fishing participation and subsequent fishing license sales.

Learn more from the case study.


Please contact Stephanie Hussey, State R3 Program Director, with any questions.