Hooking Iowa Anglers:Hooking Iowa Anglers:A 3-Year Fishing License A 3-Year Fishing License Marketing ProgramMarketing Program

Kevin Baskins, Communications Kevin Baskins, Communications Bureau ChiefBureau ChiefIowa Department of Natural ResourcesIowa Department of Natural Resources

Iowa GoalsIowa Goals

Increase sales of fishing licenses in Iowa. Increase sales of fishing licenses in Iowa. (reverse the trend of 3% annual decrease)(reverse the trend of 3% annual decrease)

Connect Iowans with the outdoors!Connect Iowans with the outdoors!

Background StatsBackground Stats

Between 2002 and 2004, Iowa had 635,000 Between 2002 and 2004, Iowa had 635,000 unique fishing license purchasers. unique fishing license purchasers.

Of those, only 32% purchased a license in all Of those, only 32% purchased a license in all three years (avid anglers).three years (avid anglers).

428,000 purchased inconsistently428,000 purchased inconsistently (casual anglers) =(casual anglers) = HUGE MARKET! HUGE MARKET!

Background StatsBackground Stats

The primary barrier for not going fishing is The primary barrier for not going fishing is lack of time.lack of time.

The top two motivators for The top two motivators for going fishing:going fishing: Spend time with familySpend time with family RelaxRelax

2005 Marketing Effort2005 Marketing Effort

Questions We Asked (Marketing Basics):Questions We Asked (Marketing Basics):• Who Should We Target?Who Should We Target?

• Where Should We Target?Where Should We Target?

• What Should Our Message Be?What Should Our Message Be?

• What Tactics Should We Use? What Tactics Should We Use?

Target AudienceTarget Audience

Pilot program for Interstate 380 Corridor, Pilot program for Interstate 380 Corridor, including Linn, Johnson and Black Hawk including Linn, Johnson and Black Hawk countiescounties

Male casual anglers Male casual anglers (do not purchase (do not purchase every year), every year), ages 30-54, ages 30-54, with familieswith families

Key MessagesKey Messages

““Take Me Fishing” Take Me Fishing”

Partnership with Recreational Boating and Fishing Partnership with Recreational Boating and Fishing FoundationFoundation

““Get into the Lure of Iowa”Get into the Lure of Iowa”

2005 Marketing Strategies2005 Marketing Strategies

Family Fishing GuideFamily Fishing Guide Customized for Linn/Johnson and Black HawkCustomized for Linn/Johnson and Black Hawk Tips and locationsTips and locations TestimonialsTestimonials

2005 Marketing Strategies2005 Marketing Strategies Follow-up PostcardFollow-up Postcard

Web SiteWeb Site

Videos at local Videos at local Wal-Mart storesWal-Mart stores

Movie Theater AdsMovie Theater Ads May 7 – July 31May 7 – July 31

3 Live Radio Remotes3 Live Radio Remotes Giveaways, live fish, fish fry, kids games, handoutsGiveaways, live fish, fish fry, kids games, handouts

2005 Marketing Strategies2005 Marketing Strategies

License Vendor PacketsLicense Vendor Packets Media CoverageMedia Coverage

Weekly video news packets and radio showsWeekly video news packets and radio shows DNR director fishing trips with mediaDNR director fishing trips with media

Iowa Lottery Ticket: “Reelin’ in the Cash”Iowa Lottery Ticket: “Reelin’ in the Cash”

Movie AdMovie Ad

““Reel” bigReel” big ““Reel” boldReel” bold ““Reel” coolReel” cool Not “reel” effectiveNot “reel” effective But ad was a morale booster for staff But ad was a morale booster for staff

showing that marketing was being taken showing that marketing was being taken seriouslyseriously

2005 Measuring Results2005 Measuring Results

Results:Results: Overall target county sales increased by Overall target county sales increased by

16.2% in May 2005 over May 2004 16.2% in May 2005 over May 2004 • an 8.8% higher increase than in control counties an 8.8% higher increase than in control counties

and 3.7% higher increase than statewide levels.and 3.7% higher increase than statewide levels.

Recall of marketing pieces:Recall of marketing pieces:• 31% recalled direct mail31% recalled direct mail• 55% recalled postcard55% recalled postcard• 26% recalled retailer fishing events26% recalled retailer fishing events

2005 Measuring Results – 2005 Measuring Results – Aggregate SalesAggregate Sales

Change 2004 over 2005 by Month

-15.0%

-10.0%

-5.0%

0.0%

5.0%

10.0%

15.0%

20.0%

Jan Feb Mar Apr May June

Month

% C

han

ge

Control

Target

2005 Lessons Learned2005 Lessons Learned

Multi-faceted approach had an impact – need to Multi-faceted approach had an impact – need to focus so can take statewide.focus so can take statewide.

Direct mail had high awareness – need stronger Direct mail had high awareness – need stronger call to action.call to action.

One year effort just the beginning – need to build.One year effort just the beginning – need to build.

2006 Planning2006 Planning Big Question About Lapsed Anglers: What can Big Question About Lapsed Anglers: What can wewe do do

to increase purchasing consistency?to increase purchasing consistency?

License Buying License Buying Group (Target Group (Target Counties)Counties)

Total AnglersTotal Anglers 2005 Buyers2005 Buyers PercentPercent

BuyersBuyers

2002, 2003, 20042002, 2003, 2004 22,17422,174 17,95217,952 81.0%81.0%

2003 & 20042003 & 2004 5,9955,995 3,5903,590 59.9%59.9%

2002 & 20042002 & 2004 3,5513,551 1,8851,885 53.1%53.1%

2004 Only2004 Only 9,9209,920 3,9423,942 39.7%39.7%

2002 & 20032002 & 2003 6,9536,953 2,3232,323 33.4%33.4%

2003 Only2003 Only 8,5178,517 1,8481,848 21.7%21.7%

2002 Only2002 Only 11,62311,623 1,8681,868 16.1%16.1%

TotalTotal 68,73368,733 33,40833,408 48.6%48.6%

Marketing without Marketing without research is gambling…research is gambling…

2006 Planning2006 Planning

Focus Groups with Lapsed Anglers:Focus Groups with Lapsed Anglers: One in each target county -- March 2006One in each target county -- March 2006 Males ages 30-54 who purchased twice in last three Males ages 30-54 who purchased twice in last three

yearsyears

We Found Out They:We Found Out They: Want to know where to fish, when to fish and how to Want to know where to fish, when to fish and how to

increase success (what’s hot NOW)increase success (what’s hot NOW) Are unaware of DNR information, including web site, Are unaware of DNR information, including web site,

press releases, fishing forecastpress releases, fishing forecast Frequently use web; want our informationFrequently use web; want our information

Some excellent feedbackSome excellent feedback

Spending time with family was important, but fishing Spending time with family was important, but fishing also looked at as an escape from daily routine, also looked at as an escape from daily routine, some looking for escape from family chores as well.some looking for escape from family chores as well.

Fishing success was key.Fishing success was key. Because of daily pressures and competition for Because of daily pressures and competition for

time, reminders are needed. Looking for that time, reminders are needed. Looking for that additional push.additional push.

Desire for timely information to increase success Desire for timely information to increase success and reminders of fishing opportunities fit direct and reminders of fishing opportunities fit direct mail/advertising strategymail/advertising strategy

2006 Marketing2006 MarketingStrategiesStrategies

Marketing Strategies:Marketing Strategies: Direct mail letter from Direct mail letter from

biologists biologists

(where to go, when to go, (where to go, when to go,

how to be successful)how to be successful) Personal touch from Personal touch from

biologist – “my tips”biologist – “my tips”

2006 Marketing Strategies2006 Marketing Strategies Major radio campaign Major radio campaign

- May 15 – July 7 (Wednesdays – Fridays)- May 15 – July 7 (Wednesdays – Fridays)

Free Fishing Weekend events with live radio remotesFree Fishing Weekend events with live radio remotes

E-Mail Distribution Promotion (weekly DNR Fishing E-Mail Distribution Promotion (weekly DNR Fishing Forecast)Forecast)

License Vendor PacketsLicense Vendor Packets

Earned media (press releases, radio shows, etc.)Earned media (press releases, radio shows, etc.)

2006 Measuring Results2006 Measuring Results

Advertising combined Advertising combined with direct mail had the with direct mail had the most impact.most impact.

Results indicate an Results indicate an increase in license sales, increase in license sales, an 8.8 percentage point an 8.8 percentage point difference overall difference overall between target audience between target audience and control counties.and control counties.

Overall Program Impact

30.9%

23.5%22.1%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

Control Adv. Adv. +DirectMail

Re

ne

wa

l R

ate

s

Effect of advertising and direct mail on resident fishing license sales:

May 16 through July 31, 2006  Control Target

No Advertising orDirect Mail Advertising Only

Advertising withDirect Mail

Buyer GroupsPotential

Buyers2006

BuyersRenewal

RatePotential

Buyers2006

BuyersRenewal

RatePotential

Buyers2006

BuyersRenewal

Rate

2005 Renewals        

2003, 2004 & 2005 14,841 6,990 47.1% 4,966 2,595 52.3% 3,588 1,967 54.8%

2004 & 2005 7,292 2,450 33.6% 2,372 837 35.3% 1,496 575 38.4%

2003 & 2005 5,370 1,616 30.1% 1,965 601 30.6% 1,199 398 33.2%

Total 27,503 11,056 40.2% 9,303 4,033 43.4% 6,283 2,940 46.8%

2005 Lapsed

2003 & 2004 10,538 1,775 16.8% 3,821 661 17.3% 1,998 468 23.4%

2004 Only 14,383 1,650 11.5% 5,106 674 13.2% 1,999 328 16.4%

2003 Only 21,015 1,780 8.5% 8,052 782 9.7% 2,699 371 13.7%

Total 45,936 5,205 11.3% 16,979 2,117 12.5% 6,696 1,167 17.4%

2005 Recruits 15,066 3,281 21.8% 6,821 1,627 23.9% 1,996 526 26.4%

Total 15,066 3,281 21.8% 6,821 1,627 23.9% 1,996 526 26.4%

Overall Total 88,505 19,542 22.1% 33,103 7,777 23.5% 14,975 4,633 30.9%

2006 Survey Results2006 Survey Results

Campaign awareness:Campaign awareness: 49.5% recalled radio ads49.5% recalled radio ads 37.8% recalled letter 37.8% recalled letter 29.2% recalled family fishing events29.2% recalled family fishing events

48.6% think using DNR web site would be very helpful, 48.6% think using DNR web site would be very helpful, but only 3.2% ever had used it.but only 3.2% ever had used it.

45.3% think tips in the mail would be beneficial; 61.6% of 45.3% think tips in the mail would be beneficial; 61.6% of those rememberingthose remembering letter found it very to extremely letter found it very to extremely useful.useful.

2007 Marketing Goals2007 Marketing Goals

Build on success – expand to five major Build on success – expand to five major areas in the state.areas in the state.

Increase sales by 8% to target audience Increase sales by 8% to target audience (those receiving direct mail).(those receiving direct mail).

Test radio versus no radio in different Test radio versus no radio in different markets.markets.

2007 Marketing Strategies2007 Marketing Strategies

Five custom letters Five custom letters

according to countiesaccording to counties

Highlight local fishing Highlight local fishing

hotspots “from the expert”hotspots “from the expert”

Maps and tipsMaps and tips

2007 Marketing Strategies2007 Marketing Strategies

Four fishing educational events with live radio remotesFour fishing educational events with live radio remotes

Radio buys in four major marketsRadio buys in four major markets

““Van and Bonnie” radio show (largest morning radio Van and Bonnie” radio show (largest morning radio show in Iowashow in Iowa

Earned media (press releases, radio shows, etc.)Earned media (press releases, radio shows, etc.)

Web siteWeb site

2007 Results2007 Results

More than 150 attendees at each eventMore than 150 attendees at each event

Direct mail and radio promotion results – Direct mail and radio promotion results – Cross your fingers! (results in August)Cross your fingers! (results in August)

Continued commitment to marketing in the Continued commitment to marketing in the future.future.

For More InformationFor More Information Julie Tack, Iowa DNR Julie Tack, Iowa DNR

Marketing SpecialistMarketing SpecialistE-mail: E-mail: Julie.Tack@dnr.state.ia.usJulie.Tack@dnr.state.ia.us

Marion Conover, Iowa DNRMarion Conover, Iowa DNRFisheries Bureau ChiefFisheries Bureau ChiefE-mail: E-mail: Marion.Conover@dnr.state.ia.usMarion.Conover@dnr.state.ia.us

Stephanie Hussey, RBFFStephanie Hussey, RBFFState Outreach CoordinatorState Outreach CoordinatorE-mail: E-mail: shussey@rbff.orgshussey@rbff.org

Hooking Iowa Hooking Iowa Anglers:Anglers:A 3-Year Fishing License A 3-Year Fishing License Marketing ProgramMarketing Program

Kevin Baskins, Communications Kevin Baskins, Communications Bureau ChiefBureau ChiefIowa Department of Natural ResourcesIowa Department of Natural Resources