rbff updatesobaus.org/membersonly/2018conference/tuesday/welcome/2_rb… · key target audiences...

SOBA9/25/18

RBFF Update

The Goal

CURRENT SITUATION

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Consumer Engagement Results

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43000000

44000000

45000000

46000000

47000000

48000000

49000000

50000000

49.1M

Americans age 6+ Source: RBFF & The Outdoor Foundation

2015 2017

Overall Fishing Participation Trending Upwards

Consumer Engagement Results

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0

20000000

40000000

60000000

80000000

100000000

120000000

140000000

160000000

2011 2012 2013 2014 2016

Source: NMMA

142MBoating Participation Strong in Recent Years

Americans age 6+

Key Target Audiences Showing Gains

3 MillionFirst-Time Anglers

11.6 MillionYouth Anglers (6-17)

4.2 MillionHispanic Anglers

Source: RBFF & The Outdoor Foundation, 2015-2017Americans age 6+

Consumer Engagement Results

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Fishing participation up 8.2% in the last 5 years

Fishing participation up nearly 20% in last 10 years

Highest fishing participation # since 1991

USFWS 2016 National Survey of Fishing, Hunting, and Wildlife-Associated RecreationAmericans age 16+

State Engagement Results

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27,000,000

27,500,000

28,000,000

28,500,000

29,000,000

29,500,000

30,000,000

2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Fishing License Sales Up!

Boat Registration Sales Up

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Special Report on Fishing, RBFF & Outdoor Foundation, 2017.

Women are Important to Participation

42%are ages 6 to 12

19%see themselves

in the sport

45%

CONSUMER ENGAGEMENT

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FY19 Media Overview

• Television

• Digital

• Paid Search

• Print

Launched Women’s Initiative on Mother’s Day

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Kicked off the season and the women’s campaign through

a surround-sound effort for Mother’s Day.

• Announced the initiative on Mother’s Day through

earned and paid media.

• Shared socially and encouraged partners, stakeholders,

media and influencers to share as well.

• Outside partnership components launched in May;

digital assets Mother’s Day

W

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Women’s Campaign: Print, Digital & Social Executions

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STATE ENGAGEMENT

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“Telepathy”

:30 second :60 second National Version State Versions

Telepathy PSA scored in the top 1% of all PSAs tracked by

Nielsen Media Research in 2017 & had a record-breaking year with

a grand total of $18,454,341 in earned in-kind media!

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Boat Registration

Marketing Program

• Overall Stats:

• $9.8M in total revenue

• 271,000 boats registered

• 2017 Results:

• 50,000 registrations

• 8.92% average response rate

• $1.8M in revenue

Grant Programs

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• R3 Grants: funds to sustainable and replicable

angler and boater recruitment, retention and

reactivation (R3) initiatives and plans that focus

on increasing fishing license sales and boat

registrations.

• George H.W. Bush Vamos A Pescar™

Education Fund Grants: for programs that bring

fishing, boating and conservation experiences

and education to Hispanic families. This grant is

awarded to state agencies who match the funds

and award funding to local nonprofits.

R3

Top Places to Fish & BoatF H W

More Resources

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Toolkits

Translation Guide

Quarterly

Webinars

Case Study

Success Stories

Photo Library

Social Media

Assets

Research

Challenge: How do states succeed at R3?

Solution:Implement AFWA Recommendations

1. Develop an Angler R3 Plan

2. Reallocate agency resources to ensure R3 success

3. Establish a full-time Angler R3 Manager

4. Develop CRM system

5. Establish a repository for state agencies to share

R3 program learnings

STATES COMMIT TO:

R3 Webpage: takemefishing.org/r3

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General R3 Resources

R3 Plan Guiding Document

Recommendations and Strategic Tools for Effective

Angler Recruitment, Retention and Reactivation (R3)

Efforts:

Direct Mail & Email Marketing Toolkit to Reactivate

Lapsed Anglers

Angler R3 Coordinator Position Description Template

State R3 Program Case Studies and Examples

R3 Grant Program Outcomes

State R3 Efforts

INDUSTRY ENGAGEMENT

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• Florida

• Illinois

• Maine

• Mississippi

• Missouri

• North Carolina

• Nevada

SOBA Partnership – State Boat Ramp Data• Oregon

• Pennsylvania

• Utah

• Vermont

• Virginia

• Washington

13 states &

4,835 new ramps!

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Created new interactive map for TakeMeFishing.org!

4.3M

visits from embeddable map in FY18

Industry Partnerships

Industry Partnerships

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First-Ever Federal/Industry ‘60 in 60’ MOU!

Boat Registration Tool

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Embeddable fishing license and boat registration widget.

Example: US Fish & Wildlife Service’s website.

THANK YOU

Joanne Martonik – jmartonik@rbff.org