rbff lapsed boater program

18
RBFF Boat Registration Marketing Programs Stephanie Hussey Director of State Initiatives September 12, 2011

Upload: nasbla

Post on 16-Apr-2017

688 views

Category:

Education


2 download

TRANSCRIPT

Page 1: RBFF Lapsed Boater Program

RBFF Boat Registration Marketing Programs

Stephanie HusseyDirector of State Initiatives

September 12, 2011

Page 2: RBFF Lapsed Boater Program

RBFF’s Mission

To implement an informed consensus-based national outreach strategy that will increase

participation in recreation angling and boating and thereby increase public awareness and

appreciation of the need for protecting, conserving, and restoring this nation’s aquatic

natural resources.

Page 3: RBFF Lapsed Boater Program

Integrated National Outreach

Our Approach

Page 4: RBFF Lapsed Boater Program

TakeMeFishing.org

Page 5: RBFF Lapsed Boater Program

Annual Referrals To State Boat Registration Pages

Page 6: RBFF Lapsed Boater Program

Boat Registration Pilot Program• Marketing program to increase boat

registrations• Encourage ‘lapsed’ boat owners to re-

register boats• Direct mail program with three mail pieces– Fishing-focused, color– Boating-focused, color– Standard renewal form, black and white

Page 7: RBFF Lapsed Boater Program

Participating States• Oregon• Ohio• Florida• Tennessee

Page 8: RBFF Lapsed Boater Program

Ohio DNR – Div. of WatercraftJoint Partnership

Page 9: RBFF Lapsed Boater Program

Target Audience

• 23,376 owners of boats with expired registrations

• In Ohio, boaters mark the ‘primary use’ of their watercraft on the registration form– Approximately 22% of the lapsed boat registrations

marked ‘fishing’– The remaining 78% were used primarily for pleasure

Page 10: RBFF Lapsed Boater Program

Fishing-focused Remittance Form

Page 11: RBFF Lapsed Boater Program

Boating-focused Remittance Form

Page 12: RBFF Lapsed Boater Program

Standard Remittance Form

Page 13: RBFF Lapsed Boater Program

Ohio Program Results

Fishing-focused

Boating-focused

Standard ALL Boats

Final Reconciled List

4,967 8,933 8,933 22,833

Newly Registered Boats

335 492 527 1,354

Response Rate

6.7% 5.5% 5.9% 5.9%

Registration Rates

Page 14: RBFF Lapsed Boater Program

Ohio Program Results

Target Group/Mailing

Lift (% points)

Lift (Boats)

All Boats – Treatment Overall

3.5 796

Lift Analysis Overall

Page 15: RBFF Lapsed Boater Program

Ohio Program ResultsRevenue

Registration Revenue

$29,353.69

Program Costs $13,441.47Net Program Revenue

$15,912.22

SFR & Boating Trust Fund

$2,474.19

Page 16: RBFF Lapsed Boater Program

Program Success

• ODOW is pleased with the results and plans to build on the program results next year

Page 17: RBFF Lapsed Boater Program

Next Steps• Expanding program with up to 15 additional states– RBFF provides funding– RBFF handles printing and mailing– RBFF handles data analysis and evaluation– Agency provides state boat registration data– Agency provides customized state information and

approval of mailers– Agency receives revenue– Together, we increase boat registrations

Page 18: RBFF Lapsed Boater Program

Stephanie [email protected](703) 778-5152

Thank You