Hunting in Oregon: Evaluation of an Advertising Campaign to Encourage Great Hunting Participation -...

7/31/2019 Hunting in Oregon: Evaluation of an Advertising Campaign to Encourage Great Hunting Participation - 2011

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Hunting in Oregon:

Evaluation of an Advertising Campaign toEncourage Great Hunting Participation

For

the National Shooting Sports Foundationand the Oregon Division of Fish and Wildlife

By

Southwick AssociatesMay 2011

PO Box 6435Fernandina Beach, FL 32035Tel (904) 277-9765www.southwickassociates.com


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INTRODUCTION

In 2010, Oregon's Division of Fish and Wildlife (ODFW) and the National Shooting

Sports Foundation launched a statewide marketing campaign to boost hunting andencourage visits to their online hunting map. The effort included a direct mailing tolapsed big game and other hunters, and statewide advertising online, in newspapersand in magazines. An overview of the advertising media and dates are in appendices Aand B, along with a sample of the advertising copy and imagery used in the campaign.

RESULTS

Direct Mail Campaign

In late summer 2010, postcards were mailed to 34,999 people randomly selected fromamong past hunters who had obtained a Big Game and other licenses in 2007, 2008 or2009. The purpose was to test if direct mail promoting new hunting information tools(an online information map) could boost the rate of hunting license renewals. Thepostcard included a graphic image and message encouraging them to renew theirlicenses. Other hunters who had also obtained a license during that same period werenot sent a postcard and were held as a control group to help measure the effectivenessof the mailing.

Following the mailing of the postcard, the treatment and control groups were compared.It was determined that 14,432 hunters on the mail list (41.2%) obtained their licenses.However, from the control group, 41.7% obtained their licenses during the same period

(Table 1). The results suggest that the postcard had no effect on hunting licenserenewal rates since no statistical difference in response rates were seen betweentreatment and control groups.

Table 1. Purchase Rates of Direct Mail Target Audience by Hunter Type

HunterType

#onMail

List

#

Purchasing

2010

Licenseor

Tag

Purchase

Rate

Control

Group

Purchase

Rate

LiftValue

(Percentage

Points)

Increase

inLicense

&Tag

Sales

%

Increase

inLicense

&Tag

Sales

BigGame+Other 4,865 2,492 51.2% 54.0% 2.83 137 5.2%

i O l 30 3 9 0 39 6% 39 % 0 2 36 0 3%


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Oregonhuntingmap.com Promotions

ODFWs advertising campaign included verbiage that encouraged readers to visit theironline hunting map. This map was developed previously via an Hunting HeritagePartnership (HHP) grant awarded by the National Shooting Sports Foundation (NSSF).A screen shot of a page from the map is in Appendix C. Webpage usage was tracked,and pre- and post-season surveys were conducted asking a range of questionsregarding map usage and hunting habits. The pre-season survey was designed to

collect contact names for the post-season survey, and offered one of two free uplandgamebird hunts as a means to gather this information. The post-season survey alsooffered one of two free upland gamebird hunts as an incentive to take the survey.Results and benefits of Oregons online map-oriented Models of Success program werecalculated using estimates of user visits from Google Analytics and responses to thepost-effort evaluation survey. Results include the following:

Number of unique visitors to the website during survey period: 36,000 .2 (assumes 80% are incidental visitors) = 7,200 unique visitors

Basic utility of website does it serve its purpose? 86% (705) found the map very helpful or somewhat helpful 12.5% (109) were neutral; 7% (61) found it somewhat or very unhelpful 60.4% (255) used the map to help plan their hunts 90.9% (229) of those used it to find a place to hunt (main purpose of map)

Benefit to Oregons Economy 60.4% (255) used the map to help plan their hunts 34.8% (88) reported they hunted more frequently as a result of the map Of those, they hunted an average of 6.2 extra days because of map 7,200 unique visitors .604 .348 6.2 days = 9,383 additional hunter days

due to the map. 9,383 hunter days $157 spent per hunter day1 = $1,473,000 in new

expenditures (travel and equipment) that the map helped stimulate inthe four month evaluation period in 2010.

Benefit to Hunter Recruitment 84.2% (352) took someone hunting with them 34 4% (115) were people who had never hunted before


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.092 7,200 = 662 hunters that the map helped recruit in the four monthevaluation period in 2010.

Benefit to ODFWs Revenue: 84.2% (352) took someone hunting with them 50.6% (170) were people who would not have hunted otherwise 31.7% (110) used the map to assist in efforts to take that person hunting .842 .506 .317 = 13.5% of respondents used the map to help take a

person hunting who would not have otherwise. .135 7,200 = 972 hunting licenses/tags that the map helped to sell 972 $54 (resident license + deer tag) = $52,488 in increased state

hunting license revenues generated during the four month evaluationperiod in 2010.

Summary: Overall, the map appears to have generated additional days of hunting,which was the projects goal. The map helped provide a stimulus to the Oregoneconomy, and appears to have had an unintentional benefit of helping introduce more

hunters to hunting. The additional license revenues the map provided Oregon during thefour month evaluation period shows a positive return on investment for any other statesconsidering doing the same.

Post-season Survey Detailed Results

The tables below show results from all questions in the post-season survey. The resultswere used in the result calculations above, and are offered to help other states in theirown online map design and promotion efforts.


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Did you hunt in 2010?

N %

Yes 435 92.2%

No 37 7.8%Total 472 100.0%

Approximately how many days did you hunt?

Mean Median Minimum Maximum Count

22.0 15 1 200 474

Which species did you hunt in 2010?

N %Deer 305 71.8%

Elk 236 55.5%

Upland Game Birds 235 55.3%

Waterfowl 163 38.4%

Bear 110 25.9%

Turkey 96 22.6%

Cougar 79 18.6%

Rabbit 36 8.5%

Squirrel 26 6.1%

Other 31 7.3%

N=425

N %

Yes 255 60.4%

No 167 39.6%

Total 422 100.0%

Did you use ODFW's online Oregon Hunting Map* to help plan

your hunt(s)?


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N %

Hunting locations 229 90.9%Hunting opportunities 114 45.2%

Hunting regulations 103 40.9%

Hunting tips 48 19.0%

License purchase 40 15.9%

Other 15 6.0%

N=252

Hunt more frequently?

N %

Yes 88 34.8%

No 165 65.2%

Total 253 100.0%

N %0 1 1.2%

1 3 3.6%

2 16 19.0%

3 11 13.1%

4 7 8.3%

5 14 16.7%

6 4 4.8%

7 4 4.8%

8 1 1.2%

9 1 1.2%

10 13 15.5%

15 5 6.0%

20 4 4.8%

Total 84 100.0%

Did you hunt any new species in 2010?

N %

Yes 44 17.5%

No 208 82.5%

Total 252 100.0%

How many more days did you hunt this past season that you

can attribute to the website?

How did you use ODFW's online Oregon Hunting Map* to help

plan your hunt(s)?


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What new species did you hunt in 2010?

N %

Upland gamebird 20 46.5%

Waterfowl 8 18.6%Elk 6 14.0%

Turkey 6 14.0%

Deer 5 11.6%

Rabbit 5 11.6%

Bear 2 4.7%

Cougar 0 0.0%

Squirrel 0 0.0%

Other 5 11.6%

N=43

Did you take anyone hunting with you in 2010?

N %

Yes 352 84.2%

No 66 15.8%

Total 418 100.0%

Who did you take hunting with you in 2010?

N %

Spouse 65 18.6%

Adult relative 157 45.0%

Youth Relative 108 30.9%

Youth other 33 9.5%

Friend 241 69.1%

Other 12 3.4%

Total 349 N=349

Who else did you take hunting with you in 2010?

Count

both kids took turns 1

brother 1

Coworker 1

Dad 1

Daughter's boyfriend 1Did not know 1

Dog 1

fiance 1

my 4 years old son 1

son 2

Son 1


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Was that person someone who had never hunted before?

N %Yes 115 34.4%

No 219 65.6%

Total 334 100.0%

N %

Yes 170 50.6%

No 166 49.4%

Total 336 100.0%

N %

Yes 110 31.7%

No 237 68.3%

Total 347 100.0%

N %

Yes 204 45.0%

No 249 55.0%

Total 453 100.0%

Other: Where did you see the advertisement(s)?

N %

ODFW website 178 87.7%

Other website 16 7.9%

Magazine 40 19.7%

Facebook 16 7.9%

Newspaper 8 3.9%

Television 2 1.0%

Radio 1 0.5%

Other 28 13.8%

N=203

Do you recall seeing any advertisements for the online Oregon

Hunting Map*?

Did ODFW's online Oregon Hunting Map* assist your efforts to

take this person hunting?

Was that person someone who would not have hunted

otherwise?


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Count

2011 big game regs 1

Big Game Regulations 1

Father-in-law set it to me 1

game regulations 1

Game Regulations Pamphlet 1

hunting regulations 1

ifish.net 2

mail 1

mailer 1

ODFW printed regulations 1

ODFW Regulations 1Oregon Hunting Association 1

Oregon Hunting reg 1

Oregpn Hunter's Association 1

postcard 2

regulation book 1

regulation synopsis 1

regulations 4

Regulations 1

sportsman wharehouse 1synopsis 1

Word of mouth 1

N %

Major influence 12 5.9%

Moderate influence 34 16.7%Minor influence 44 21.7%

No influence 113 55.7%

Total 203 100.0%

To the best of your recollection, who sponsored these ads?

N %

ODFW 143 70.4%

No name provided 3 1.5%General industry-wide effort 3 1.5%

A private company 1 0.5%

Federal agency 0 0.0%

Other 4 2.0%

Don't recall 54 26.6%

Total 203 N 203

Where else did you see the advertisement(s)?

How did the advertising for the online Oregon Hunting Map

influence your decision to hunt, or hunt more, in 2010?


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Appendix A: Media Advertising Flowchart2010

September October #ofMedium 30 6 13 20 27 4 11 18 25 units

NEWSPAPER

Oregonian

Sunday 3col.(5.55")x10.75"4/C(Remnant) 1 1 2xInsertions

Daily 3col.(5.55")x10.75"4/C(Remnant) 1 1 2xInsertions

HuntingGuide 3col.(5.55")x10"4/C 1 1xInsertions

NewsReviewThursday 3col.(5.542")x10"4/C 1 1 2xInsertions

MailTribuneThursday

3col.

(5.778")

x10"

4/C 1 1 2x

Insertions

MAGAZINE

Washington/OregonGame&Fish

P4C(6.75"x9.95") 1 1xInsertions

ONLINE

Game&FishAdNetwork*

ROS

300x250 15M 15M 30MImpressions



OutdoorLife.com

ROS




FieldAndStream.com

ROS




OregonLive.com

ROS



PSASafetyMessage 80M 80M 160MImpressions

Sports



Facebook.com

TextAd 840Clicks 1,050Clicks 1,890Clicks


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Appendix B: Sample of Print Advertising


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Direct Mailer:


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Appendix C: Oregons Online Hunting Information Map - Sample

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