Mark Damian Duda October 16, 2009 Responsive Management

1. Increasing Freshwater Fishing Participation and Fishing License Sales in Washington: A Marketing Plan For The Washington Department Of Fish And Wildlife Photo credits: WDFW Mark Damian Duda October 16, 2009 Responsive Management

2. Focus of Fish and Wildlife Management Fish and Wildlife Populations Fish and Wildlife Populations Fish and Wildlife Professionals Fish and Wildlife Habitats Human Populations

6. A simple summary of what our research uncovered on the customer attribute is this: the excellent companies really are close to their customers. That’s it. Other companies talk about it; the excellent companies do it. -Tom Peters and Robert Waterman

7. Photo credits: USFWS

8. Washington Dungeness Crab Harvest Survey Increasing Freshwater Fishing Participation And Fishing License Sales In Washington: A Marketing Plan For The Washington Department Of Fish And Wildlife Hunters’ Opinions on Wildlife Management and Other Hunting Issues in Washington Public Opinion on Hunting and Wildlife Management in Washington Washington Dedicated Funds Survey Washington State Residents’ Knowledge of and Attitudes Toward Cougars Washington Boater Needs Assessment Washington State Parks Centennial 2013 Survey Washington State’s Private Lands Hunting Access Programs The Issue of Hunter Access: An Evaluation of and the Implications for Hunter Access as a Cause of Hunter Dissatisfaction The Attitudes of Washington State Residents Regarding Alternative Funding for the State Parks System Studies Conducted by Responsive Management for the State of Washington

9. Studies Conducted by Responsive Management for the State of Washington (continued) • Washington State Anglers’ Attitudes Toward Fisheries Management • Washington State Sturgeon Anglers’ Opinions on Potentially Lowering the Sturgeon Limit • Washington State Hunters’ and Landowners’ Opinions on the Private Lands Wildlife Management Area Program • Western Washington Pheasant License Study • Washington Residents’ and Hunters’ Opinions on and Attitudes Toward Hunting and Game Species Management • Washington State Residents’ Attitudes Toward Grizzly Bears and Grizzly Bear Augmentation • Washington Department of Fish and Wildlife Survey of Eastern Washington Upland Bird Hunters • Washington Residents’ Opinions on Grizzly Bear Recovery in the North Cascades Mountains • Washington Department of Fish and Wildlife Hunter Opinion Survey: Elk and Deer Hunting License Holders

11. UNDERSTANDING MARKETING

13. Marketing IS… A deliberate and orderly step-by-step process that begins with people and ends with programs, products, services, and strategies.

14. Source: Kotler, 1980.

15. The Marketing Process Situation Assessment (Where are you now?) • Mission Statement • Goals • Business Identification • Identify Publics • Choose Markets • Current Conditions • SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) • Trends and Trend Identification Marketing Objectives (Where do you want to be?) Marketing Strategy (How will you get there?) • Market Segmentation • Understanding Market Segments Through Research • Awareness to Action / Attitudes / Public Opinion • Demographics / Lifestyles / User Groups • Marketing Mix (4P’s) • Product / Service • Price • Place / Placement • Promotion Strategies and Implementation Field Testing and Evaluation (Did you get there?) Customer Service

16. Marketing IS NOT…

17. Credit: Idaho Potato Commission Credit: Washington State Credit: FL Dept. of Agriculture & Consumer Services Credit: Georgia Peach Commission Credit: FL Dept. of Agriculture & Consumer Services Credit: Washington State

18. Marketing Fundamentals • Identify target audiences • Develop appropriate messages

19. TARGET MARKETS

21. General Characteristics of Freshwater Anglers Based on National Data • Male • Rural residency • Between 25 to 54 years old • Participates in other outdoor recreation activities • Family member hunts • Has high or medium interest in wildlife

22. Angler Interest inFreshwater Fishing

23. Anglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05

24. Anglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05

25. Anglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05

26. The critical value Z = 1.96 is used for the significant level of 0.05 Anglers: Interest in Freshwater Fishing

27. Nonangler Interest inFreshwater Fishing

28. Nonanglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05

29. Nonanglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05 Nonanglers: Interest in Freshwater Fishing

30. Nonanglers: Interest in Freshwater Fishing The critical value Z = 1.96 is used for the significant level of 0.05 Nonanglers: Interest in Freshwater Fishing

31. The critical value Z = 1.96 is used for the significant level of 0.05 Nonanglers: Interest in Freshwater Fishing

32. Target Markets for Two-Pole Regulation in Washington

33. Target Markets for Two-Pole Regulation in Washington

35. Churn Rates andTarget Markets

36. Churn Rate Nationally

37. Churn Rate in Washington

40. TARGET MESSAGES

48. Marketing Fundamentals • Identify target audiences • Develop appropriate messages

49. The Marketing Process Situation Assessment (Where are you now?) • Mission Statement • Goals • Business Identification • Identify Publics • Choose Markets • Current Conditions • SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) • Trends and Trend Identification Marketing Objectives (Where do you want to be?) Marketing Strategy (How will you get there?) • Market Segmentation • Understanding Market Segments Through Research • Awareness to Action / Attitudes / Public Opinion • Demographics / Lifestyles / User Groups • Marketing Mix (4P’s) • Product / Service • Price • Place / Placement • Promotion Strategies and Implementation Field Testing and Evaluation (Did you get there?) Customer Service

50. THE MARKETING PLAN