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2017 WAFWA AOW/CBMA Conference Skamania Lodge, Stevenson, WA

2017 WAFWA AOW/CBMA Conference Skamania Lodge, Stevenson, WA. Marketing Panel. Please welcome: Greg Sallis – Washington DFW David Lane – Oregon DFW Alan Kahn – Idaho DFG Ann LeClaire -Mitchell – Michigan DNR. North American Model.

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2017 WAFWA AOW/CBMA Conference Skamania Lodge, Stevenson, WA

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  1. 2017 WAFWA AOW/CBMA ConferenceSkamania Lodge, Stevenson, WA Marketing Panel, 2017 WAFWA AOW/CBMA 1

  2. Marketing Panel Please welcome: • Greg Sallis – Washington DFW • David Lane – Oregon DFW • Alan Kahn – Idaho DFG • Ann LeClaire-Mitchell – Michigan DNR Marketing Panel, 2017 WAFWA AOW/CBMA 2

  3. North American Model • Hunters and anglers helped establish America’s conservation movement. • They initiated their own regulations, limits, seasons, to preserve wildlife and opportunity for future generations. • They established PR and DJ excise taxes to fund habitat protection. Between that and license sales, they support about half of our operations. • Our agency mission is at risk if hunting and angling decline. Marketing Panel, 2017 WAFWA AOW/CBMA 3

  4. Our customers are getting older • Can we recruit the next generation of hunters and anglers to replace Boomers as they age out? • Better health in old age means people can be a customer for longer. • In WA, we see youth participation rising for fishing recently, but declining for hunting. Marketing Panel, 2017 WAFWA AOW/CBMA 4

  5. Anglers by Age in WA Marketing Panel, 2017 WAFWA AOW/CBMA 5

  6. Big Game Hunters by Age in WA I - - MILLENIALS 2015 - - I Marketing Panel, 2017 WAFWA AOW/CBMA 6

  7. Marketing Panel • Opportunities identified • What they did • How they measured success • Lessons learned Please write down questions. Use note cards, hold them up. Take them after all panelists have presented. Marketing Panel, 2017 WAFWA AOW/CBMA 7

  8. Questions & Discussion Marketing Panel, 2017 WAFWA AOW/CBMA 8

  9. 2nd Annual Statewide Fishing Derby Washington Department of Fish & Wildlife Marketing Panel, 2017 WAFWA AOW/CBMA 9

  10. What was the project’s desired goal or outcome? • Reduce angler churn • Recruit new anglers • Increase license sales in target market segments. • Improved dealer relationships • Create a great customer experience Marketing Panel, 2017 WAFWA AOW/CBMA 10

  11. How did you identify this opportunity? • Derbies are already a popular activity • Focus group of retailers and anglers • The dealer community was receptive Marketing Panel, 2017 WAFWA AOW/CBMA 11

  12. Coordination of the derby with partners License Dealers and Industry | Donated all derby prizes WDFW Agency | Coordinate press release and media Fish Program | Tagged and stocked derby fish State Parks |Cross promoted to their customer base Customers | Redeemed their prizes at the dealer locations Marketing Panel, 2017 WAFWA AOW/CBMA 12

  13. Marketing of the derby Advertising | Website, Email,Pandora, ParentMap, Peach Jar, Direct Mail, DOT Rest Stops, POS, Lake Signs Social Media | Facebook, Twitter Event Marketing | Boat show, dealer events, sport shows Personal Communications | Customer service Marketing Panel, 2017 WAFWA AOW/CBMA 13

  14. Growth in Targeted Market Segments Targeted Counties saw larger gains Targeted Age Demographics saw larger gains in license sales ----------------- Customer experience Positive customer feedback Positive Media Coverage ------------------ Scientific Value Estimate of annual return per release (exploitation) Estimated of total annual harvest (economic value) Data used to develop lake-specific stocking Marketing Panel, 2017 WAFWA AOW/CBMA 14

  15. Measurements Market segments. • Ages 24 -44 • Gain of $338,700 Counties: King, Kitsap, Snohomish and Pierce all gained in license sales. Thurston down. • Increase of $93,468 Marketing Panel, 2017 WAFWA AOW/CBMA 15

  16. An increase in revenue from the targeted audiences Results and Measurements Marketing Panel, 2017 WAFWA AOW/CBMA 16

  17. Customer Experience Marketing Panel, 2017 WAFWA AOW/CBMA 17

  18. Survey Marketing Panel, 2017 WAFWA AOW/CBMA 18

  19. What lessons did you learn? • Dealer Coordination • Solicit prizes earlier • Marketing • Derby Website earlier • Start Earlier – increase repetition of advertisements to establish familiarity • Program Coordination • Organize better with the Regional Biologists • Stock more urban lakes with derby fish Marketing Panel, 2017 WAFWA AOW/CBMA 19

  20. What’s next for you? • Use lessons learned • Increase donations • Improve derby landing page Marketing Panel, 2017 WAFWA AOW/CBMA 20

  21. Washington Department of Fish and WildlifeGreg SallisSales and Marketing Manager360-870-6356Gregory.Sallis@dfw.wa.gov Marketing Panel, 2017 WAFWA AOW/CBMA 21

  22. Summer Steelhead Promotion Oregon Department of Fish and Wildlife Marketing Panel, 2017 WAFWA AOW/CBMA 22

  23. What was the project’s desired goal or outcome? • Increase summer steelhead fishing participation within the Portland metro area. Marketing Panel, 2017 WAFWA AOW/CBMA 23

  24. How did you identify this opportunity? • Private industry suggested there was opportunity - plenty of quota available • Fisheries managers concurred – there was an opportunity to promote. Marketing Panel, 2017 WAFWA AOW/CBMA 24

  25. What did you do? • Developed a plan in collaboration with industry, Oregon’s tourism agency, Oregon State Marine Board and ODFW • The plan included: • Gap analysis – what products were missing • What products were needed • PR/Media outreach • Marketing Marketing Panel, 2017 WAFWA AOW/CBMA 25

  26. What did you do? Marketing Panel, 2017 WAFWA AOW/CBMA 26

  27. Why do you think the project was successful? • Yes, Marketing Panel, 2017 WAFWA AOW/CBMA 27

  28. What lessons did you learn? • The need for a modern website • Data, data, data Marketing Panel, 2017 WAFWA AOW/CBMA 28

  29. What’s next for you? • Building a modern website • Integrated a Customer Relations Management system (CRM) with our license database Marketing Panel, 2017 WAFWA AOW/CBMA 29

  30. David Lane503 947 6013 david.w.lane@state.or.usOregon Department of Fish and Wildlife Marketing Panel, 2017 WAFWA AOW/CBMA 30

  31. Price Lock Campaign Idaho Department of Fish and Game Marketing Panel, 2017 WAFWA AOW/CBMA 31

  32. What was the project’s desired goal or outcome? • Create consistent and increased sales (Retention) • Increase license sales • Encourage hunting/fishing/trapping • Incentivize purchase in consecutive years • Incentivize purchase of multiple tags/permits Marketing Panel, 2017 WAFWA AOW/CBMA 32

  33. How did you identify this opportunity? • Analysis of RESIDENT churn Marketing Panel, 2017 WAFWA AOW/CBMA 33

  34. How did you identify this opportunity? • Analysis of churn Marketing Panel, 2017 WAFWA AOW/CBMA 34

  35. Focus Groups • Oct 2013 – CONSISTENT and CHURN • Very narrow view of what IDFG does • 20% fee increase not a deal-breaker • Some churners do the math to save $ • Feb 2015 – Res/NR CONSISTENT and CHURN • Reactions to Price Lock neutral to favorable • Direct and straight-forward images, messages Marketing Panel, 2017 WAFWA AOW/CBMA 35

  36. What did you do? • Received legislative approval to raise resident fees by 20%, effective 2018 – with the stipulation that any resident buying in 2017, would not be subject to 20% increase. • Buying any license in 2017 and after, qualifies for locked price for every product. 36

  37. What did you do? • Initiated a campaign to encourage purchase of licenses in consecutive years, by locking in current prices, thereby reducing churn. • Facebook ads • Web Banner Ads • Billboards • Email Marketing Panel, 2017 WAFWA AOW/CBMA 37

  38. Facebook Ads Marketing Panel, 2017 WAFWA AOW/CBMA 38

  39. Web Banner Ads Marketing Panel, 2017 WAFWA AOW/CBMA 39

  40. Billboards Marketing Panel, 2017 WAFWA AOW/CBMA 40

  41. Vendor Flyer – Pocket Card

  42. Email Marketing

  43. Success or Not? • Currently in the early stages of the project Currently down 4.8% YTD Marketing Panel, 2017 WAFWA AOW/CBMA 43

  44. July & August Sales Promising +11.5% +16.7% Fiscal YTD sales up 13.3% in units and 15.7% in dollars Marketing Panel, 2017 WAFWA AOW/CBMA 44

  45. Not sure what’s going on here… +64.2% +78.6% Marketing Panel, 2017 WAFWA AOW/CBMA 45

  46. Early indications • Sales above last year, same month • Leave behind web ads far outperformed any other web ads • Facebook static ads 2.7 times the CTR of carousel ads

  47. What’s next? • Will be discounted at 2017 price for 2018-2022 • Ensure those that participate, do so again in 2018 • Demonstrate savings to customers • Promote 3 year licenses – can still buy in 2018 at 2017 price Marketing Panel, 2017 WAFWA AOW/CBMA 47

  48. THANK YOU! Alan J. Kahn Alan.kahn@idfg.Idaho.gov 208-287-2888 Marketing Panel, 2017 WAFWA AOW/CBMA 48

  49. Marketing the Pure Michigan Hunt Michigan Department of Natural Resources Wildlife Division Marketing Panel, 2017 WAFWA AOW/CBMA 49

  50. What was the project’s desired goal or outcome? • Increase number of PMH applications • Increase number of PMH applicants • Build awareness of the opportunity Marketing Panel, 2017 WAFWA AOW/CBMA 50

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