The 2023 RBFF State Marketing Workshop “Fostering Lifelong Participation Together” was held in Houston, Texas from February 27 – March 1, 2023. Representatives from 47 state fish and wildlife agencies and the District of Columbia came together to learn and collaborate on recruitment, retention, and reactivation (R3) initiatives. You can view the 2023 agenda here as well as view sessions and download presentations below.
For questions or comments about the 2023 State Marketing Workshop, please contact either Joanne Martonik at jmartonik@rbff.org or Eric G. Wilson at ewilson@rbff.org.
Get Rid of The BS to Attract Diverse Markets
Risha Grant, Diversity & Inclusion Expert | Corporate BS Finder | International Speaker | Author and Consultant
To access this video please email ewilson@rbff.org.
Benefits & Barriers for Women Who Fish
Alli Bolger, Brand Strategy Director, Colle McVoy
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State Agency Insights into R3 Planning: Version 2.0
Moderator- Stephanie Hussey, Senior Director, Government Engagement, RBFF
Tabbi Kinion, Education Division Chief, AR Game & Fish Commission
Megan Wisecup, Education, Outreach & Marketing Section Supervisor, IA Department of Natural Resources
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Implementing a Digital Marketing Automation Program using a CRM System
Introduced Nat Gillespie, Assistant National Fish Program Leader, US Forest Service (sponsor)
Abby Rhodebeck, Marketing Coordinator, Ohio Division of Wildlife
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How Iowa Hooked Recreational Paddlers with Fun Mobile Passport
Shannon Hafner, Fisheries & R3 Communications Specialist, IA Department of Natural Resources
Iowa DNR created a mobile Hook n’ Paddle Passport to encourage recreational paddlers to add fishing to their paddling expeditions and buy a fishing license. Learn how their marketing campaign helped them build a database of recreational paddlers and test strategies, messages and incentives to connect with Iowa’s fastest growing outdoor recreation participants.
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How TX Engages and Retains Anglers through Email
Janis Johnson, Communications & Marketing, TX Parks & Wildlife Department
In 2022, TPWD was all about retention of anglers. Hear what they learned from a survey of OneDay Fishing License Buyers - and see a dashboard of responses sorted by demographics. Learn how they are tackling the problem of an average 5-month lag time between renewals among their valuable “Year From Purchase” license buyers. See the retention email series to first-time buyers which garners 50 to 60% open rates and high click-thru-rates using “upbeat, friendly” copy and fun photos.
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Representation Matters: Recruiting Latino Anglers into Wisconsin’s Fishing Community
Katie Grant, Communications Director, WI Department of Natural Resources
Research shows that there is a high interest within the Latino community to get into fishing. But many barriers stand in the way. Utilizing authentic imagery of Latino anglers and advertisements in Spanish and English, the Wisconsin DNR set out to test their theory that representation matters through a variety of marketing techniques. Learn the strategies that worked for them, what they’d do differently next time and how you can replicate it in your own state.
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Customer-centric Planning to Build R3 and Increase License Sales
Tabbi Kinion, Education Division Chief, AR Game & Fish Commission License holders are critical to our conservation funding model. As wildlife agencies offering these licenses, we are competing with many other recreational and lifestyle activities. In order to effectively compete for time, attention and money we must align our offerings with private-sector customer expectations. This session will highlight current industry best practices for customer engagement and demonstrate some of the key areas the AGFC has adopted to transition from staff-centric systems to customer-centric experiences.
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Keeping Women Fishing! How Tennessee Reached Ladies that Lapsed Post COVID
Jenifer Wisniewski, Director of Marketing & Special Projects, TN Wildlife Resources Agency
TWRA and Southwick Associates conducted research on the women that fished during the pandemic in 2020 and lapsed the next year to learn what would motivate them to fish again. TWRA used that research to implement a communications campaign to reach those lapsed women. Learn what tactics worked best and how creative performed. Also, hear about auto-renewal and its worth to an agency.
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¡Adelante! MA Fishing’s Future
Nicole McSweeney, Assistant Director of Outreach & Education, and Emily Stolarski, Communications Coordinator, MA Division of Fisheries & Wildlife (MassWildlife)
In 2022, MassWildlife used digital marketing and fishing clinics in urban and suburban areas to promote fishing to new audiences, with added focus on Spanish-speaking communities. Hear the results of MassWildlife’s first Spanish advertising campaign, including how Spanish ads tended to outperform English ads with higher engagement at lower costs. MassWildlife will share lessons learned about translating web content and using interpretive services at in-person fishing clinics.
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TikTok: The Good, the Bad, the Ban
Moderator- Eric Wilson, State Marketing Coordinator, RBFF
Sarah Southerland, Social Media Coordinator, OK Department of Wildlife Conservation
Katie Grant, Communications Director, WI Department of Natural Resources
Allie D’Andrea, Content Creator/Social Media Marketing, Outdoors Allie
Fishing & Boating Retention Research Review
Introduced by Freya Olsen, Director of Industry Relations, Discover Boating (sponsor)
Stephanie Vatalaro, Senior Vice President, Marketing & Communications, RBFF
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Sponsor Presentation- American Sportfishing Association
Mary Beth Long, VP of Communications, American Sportfishing Association
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Influencers and Ways to Work with Them
Monica Gamboa, Social Media Manager, RBFF
Sunshine Sol, Outdoors Influencer and Content Creator @withsunshinesol
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Reeling In and Leveraging a First Catch Center
Joanne Martonik, Senior State Marketing Manager, RBFF
Kimberly Sullivan, Principal Biologist - FWF/Aquatic Resource Education Coordinator, RI
Department of Environmental Management
Chris Campo, Fish and Wildlife Biologist, DC Department of Energy & Environment
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