nssf hunting heritage partnership grant pilot test campaign: break free tennessee!... “go...
TRANSCRIPT
NSSF Hunting Heritage Partnership Grant
Pilot test campaign: Break Free Tennessee!...
“Go Hunting” message promoting sale of multiple licenses types to lapsed hunters
7-YEAR TREND IN LICENSE SALES
300,000
325,000
350,000
375,000
400,000
425,000
450,000
475,000
500,000
525,000
99/00
00/01
01/02
02/03
03/04
04/05
05/06
YEAR
SALE
S
Combination Sportsman
Tennessee License Sales
Contributing Factors
Residents who consider themselves a hunter = 20%*Actual annual resident participation = 7% Residents who are “lapsed” or infrequent hunters = 13%
Analysis of state license database proves the same point!
Lapsed hunters = approx. 558,000
Only 1 out of 3 Tennesseans who consider themselves hunters buy a license each year!
* Source: Public opinion on Fish and Wildlife Management issues, Tennessee, Southeastern Assoc. of Fish & Wildlife Agencies, 2005)
Solutions?
1) Ask general public to pay for fish & wildlife conservation
2) “Recruit and retain” anglers and hunters
Marketing Campaign
• Talk Radio – Memphis, Jackson & Nashville• Country Radio – Paris• Cable TV – Memphis & Nashville• Network TV – Nashville & Jackson• Direct Mail – 6,000 ’05 lapsed license
buyers• Direct Mail – 230,000 Electric CoOp inserts• Grassroots P.R. – staff-placed news
stories, fairs, church activities, etc.• Earned P.R. – news releases & follow-up• Point of Purchase – Checklist
Evaluation
Methods employed:1) Compare & apply average unit volume of
sales 2001-2005 to 2006 Treatment & Control counties during impact period
2) Survey lapsed license buyers
3) www.HuntTN.org web traffic
How Treatment and Control Counties Differed
2001 2002 2003 2004 2005 2006
Num
ber
of L
icen
se B
uyer
s
Control counties
Treatment Counties
Treatment vs. Control ROI
Additional Revenue
Generated in Treatment vs.
Control Counties
Gross Change in All Licenses Sold in
Treatment Counties vs. Control Counties
How Much Better Did Treatment
Counties Perform Compared to
Control Counties
Combination $4,489.24 1% 49.64%
Sportsman $19,665.81 8.3% 22.47%
Big Game Gun $16,513.36 4.3% 32.28%
Archery $3,078.16 2.8% 49.46%
Muzzleloader $4,936.67 2.8% 20.67%
Total $48,683.24 4.18%
License Sales: Sept.-Dec. 2006 compared to five-year trend Sept.-Dec.
Almost half (49%) said they saw one of the campaign strategies reminding them to
“go hunting.”
Extrapolating these data statewide—and if a statewide license sales campaign were initiated—we would predict that ~273,000 lapsed hunters (or 49% of the estimated 558,000 in the “lapsed hunter pool”) would be reminded to go hunting
(over and above the ~7% of the Tennessee population that would go hunting anyway).
Results calculated at a 90% confidence interval level, meaning 273,000 lapsed hunters is +/-5%, or 200,880-301,300
Tennessee Hunter Survey
(n=274) (90% C.I.)
Survey cont.
Did promotions influence you to go hunting or purchase a license? 24% said commercials, etc., influenced them to buy a license.
If a statewide license sales campaign were initiated, we would predict than an additional 65,600 hunters would buy a license.
Results calculated at a 90% confidence interval level, meaning 65,600 is +/-7%, or 38,200-84,600
Assuming each of the 65,600 hunters purchased one or more hunting
privileges at a total cost of approximately $40, additional annual revenue generated may exceed
$2.5 million.
Results calculated at a 90% confidence interval level, meaning 65,600 is +/-7%, or 38,200-84,600
HuntTN.org web traffic
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95
September 20th 2006
September 25th 2006
September 30th 2006
October 5th 2006
October 10th 2006
October 15th 2006
October 20th 2006
October 25th 2006
October 30th 2006
November 4th 2006
November 9th 2006
November 14th 2006
November 19th 2006
November 24th 2006
November 29th 2006
December 4th 2006
December 9th 2006
December 14th 2006
December 19th 2006
December 24th 2006
December 29th 2006
Da
te
Unique Visitors
Customer Survey Highlights:
• 33.3% recall TWRA staff discussing hunting on radio or TV
• 55.3% recall newspaper article about hunting
• 57.9% recall magazine article about hunting
• 3.1% recall hunting flyer in electric bill
• 36.5% recall hunting info at point of purchase
• 37.7% Recall hunting postcard
• Remember hunting commercial • Radio = 25.8%
• TV = 45.9%
• 21.4% remember hunting web site
• 8.2% Recall info from a TWRA staff member at community event such as a fair
• 11.3% recall info from church event, such as a wild game dinner or other wildlife-related activity
Funded by: NSSF Hunting Heritage Grant & TWRA
Campaign design and coordination: D.J. Case and Associates, Inc.
License data analysis and project evaluation: Southwick Associates, Inc.
QUESTIONS??