2018 State Marketing Workshop

R3: Making Waves Towards 60 in 60

The 2018 State Marketing Workshop in Atlanta, GA on December 4 – 6 was bigger and better than 2017 with over 160 participants from 48 states, RBFF and its partners and sponsors. Attendees were able to learn from various presentations, breakout sessions, group conversations and networking time. It was great to have everyone together to discuss how we are all Making Waves Towards 60 in 60.

Presentations from the Workshop can be found below. Please contact jmartonik@rbff.org with any questions.



Program Book


20 Years Empowering States to Recruit, Retain & Reactivate Customers
Frank Peterson, President & CEO, RBFF

The New Explorers
Axie Navas, Digital Editorial Director, Outside

Women Making Waves: Panel Discussion on Engaging Female Participants
Axie Navas, Digital Editorial Director, Outside
Diane Bristol, Senior Director of Employee & Community Engagement, Simms Fishing Products
Karen Redfern, Vice President, Brand Marketing & Communications, Go RVing
Amanda Gibson, Assistant Merchant – Fish & Hunt, Orvis
Moderated by Rachel Piacenza, Director of Marketing, RBFF

Implementing AFWA’s Angler R3 Task Force Recommendations
Ed Carter, AFWA President & Executive Director, TN Wildlife Resources Agency
Paul Johansen, Chief, WV Division of Natural Resources Wildlife Resources Section
Darin Moore, Director of Planning & Finance, Virginia Department of Wildlife Resources (DWR)
Tony Wasley, Director, NV Department of Wildlife

Concurrent Sessions 1 and State Agency Directors Only Session

  1. Let's Go/Fish Local: Iowa's Community-Based R3 Fishing Initiative
    Tyler Stubbs, Community Fishing Biologist, IA Department of Natural Resources
  2. Developing and Implementing an Agency-Wide R3 Plan
    Eddie Herndon, R3 Coordinator, VA Department of Game & Inland Fisheries

Concurrent Sessions 2 and State Agency Directors Only Session

  1. How Nevada Simplified Licenses to Change the Game
    Jack Robb, Deputy Director, NV Department of Wildlife
  2. Modernizing Alaska’s Sport Fishing Regulations Based on Customer Feedback
    Terry Thompson, Statewide Communications & Outreach Coordinator, AK Department of Fish & Game Sport Fish Division

Concurrent Sessions 3 and State Agency Directors Only Session

  1. Tips for Strengthening Marketing Programs and Campaigns
    Emily Palmer, Marketing Analyst & Program Specialist, ID Department of Fish & Game
    Karl Scheidegger, Fisheries Biologist, WI Department of Natural Resources
    Jenifer Wisniewski, Chief of Communications & Outreach, TN Wildlife Resources Agency
  2. Insights from R3 Engagement Programs
    Carl Richardson, Education & Outreach Manager, PA Fish & Boat Commission
    Larry Pape, Fisheries Division, Education Specialist, NE Game & Parks Commission
    Tim Akimoff, Social Media Coordinator, OR Department of Fish & Wildlife


State Fishing License Sales and Factors Affecting Growth/Decline Preliminary Results
Rob Southwick, President, Southwick Associates

Measuring Marketing: How to Use Customer Insights to Increase License Sales
Mark Tisa, Director, MA Division of Fisheries & Wildlife
Nicole McSweeney, Outreach & Marketing Coordinator, MA Division of Fisheries & Wildlife

Determining Actionable Strategies for Angler R3: Highlights from a New Study on Americans’ Awareness of and Interest in Fishing Preliminary Results
Mark Damian Duda, Executive Director, Responsive Management