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MARKETING AND ITS ROLE IN GOVERNMENT CONSERVATION AGENCIES

MARKETING AND ITS ROLE IN GOVERNMENT CONSERVATION AGENCIES. Janice A. Lansing, Undersecretary Louisiana Department of Wildlife and Fisheries. Basic Changes in LDWF. Website Logo. FRANCOFETE 1999. Challenges and Solutions for Conservation Agencies. Declining Participation.

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MARKETING AND ITS ROLE IN GOVERNMENT CONSERVATION AGENCIES

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  1. MARKETING AND ITS ROLE IN GOVERNMENT CONSERVATION AGENCIES Janice A. Lansing, Undersecretary Louisiana Department of Wildlife and Fisheries

  2. Basic Changes in LDWF • Website • Logo

  3. FRANCOFETE 1999

  4. Challenges and Solutions for Conservation Agencies • Declining Participation

  5. Challenges and Solutions for Conservation Agencies • Declining Participation • Urbanization • Access

  6. Challenges and Solutions for Conservation Agencies • Declining Participation • Urbanization • Access • Societal Trends • Generational Changes • Non-consumptive users • Must find a way to capture them

  7. Challenges and Solutions for Conservation Agencies • Declining Participation • Urbanization • Access • Societal Trends • Generational Changes • Non-consumptive users • Must find a way to capture them • Funding • Need partnerships and sponsors • Creative/new innovative ways to provide your service • On-line magazines/publications/electronic license sales • YouTube/Facebook/Twitter and other social networking sites

  8. Lapsed Angler Program

  9. Lapsed Angler Program

  10. Lapsed Angler Program

  11. Lapsed Angler Program

  12. Lapsed Angler ProgramResults • Of the 66,010 lapsed anglers, 17,319 purchased a fishing license for an overall response rate of 26.2%. • 17,319 anglers purchased 20,903 licenses and permits • The program respondents generated $160,164 in gross program revenue during the evaluation period. • LDWF and RBFF invested $110,580 in the program combined, resulting in net program revenue of $49,583 and an ROI of 44.8%.  • Additionally, an estimated $129,719 may be generated from the Sport Fish Restoration Program as a result of the program.

  13. Role of Marketing in Government • Private sector vs. Public Sector • No difference • Goal is the same

  14. What can you do? • Start putting your ideas and plans together • Present to your management • Form partnerships with industry and user groups • Seek financial sponsors • Build long-lasting relationships • Never give up

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