10-27-2007, 02:10 AM
RBFF, the Minnesota Department of Natural Resources (MDNR) and Wildlife Forever are pleased with results from an integrated marketing program implemented this past spring that yielded an increase in fishing license sales. The marketing program, which included a billboard advertising campaign coinciding with Minnesota's fishing opener, a direct mail marketing program and public relations tactics, leveraged the Take Me Fishingâ„¢ national advertising campaign.
THE RESULTS
The target audience's response rate to the integrated marketing program was 20.3 percent and resulted in the sale of 9,846 fishing licenses.
The lift, which is defined as the difference between the fishing license renewal rates for a treatment group and a control group, was 2.4 percent.<br />
The integrated marketing program generated approximately 9.4 million impressions in the greater Twin City metro area.<br />
"We recognize the value and importance of partnering with RBFF," said MDNR Fisheries Chief Ron Payer. "Though we are tied for the highest angling participation rate in the nation, we can clearly see the challenges ahead for our agency and the fishing industry. Therefore, we rely upon the insights, research and expertise that RBFF provides. It's great."
MDNR Outreach Section Chief C.B. Bylander expressed similar sentiments. "Like most natural resource organizations, we are deep in biological expertise yet fairly shallow in marketing, advertising and related skills. RBFF helps fill that gap. We launched an aggressive campaign this year - including billboards, postcards, promoting Anglers' Legacy and more - and RBFF's counsel in these efforts clearly contributed to our success."
KEY FINDINGS & IMPLICATIONS
The target audience's response rate following the first direct mail advertisement (12.5 percent) was greater than the second direct mail advertisement (7.8 percent); however, the second direct mail advertisement did result in incremental license sales.<br />
The response rate of Group 1 (21.2 percent), which included lapsed anglers with a more frequent purchase history and a longer purchase history, was greater than that of Group 2 (17.3 percent).<br />
In analyzing the results, it was determined that if the top tier lifestyle segments for fishing participation were used to prioritize the target audience for Minnesota's integrated marketing program, the response rate would have been significantly greater.<br />
Suburban residents in the target audience responded better to the marketing program than urban residents in the target audience.<br />
Those in the target audience who reside in neighborhoods with above average incomes responded better to the marketing program than those from neighborhoods with below average incomes.<br />
The integrated marketing program increased traffic to TakeMeFishing.org.<br />
NEXT STEPS
The MDNR will build on its first year of learning and implement an integrated marketing program again in 2008.
"The Minnesota program is one of many that has helped guide the development of RBFF's Direct Mail Marketing Kit for all states," said RBFF State Outreach Manager Stephanie Hussey. "The Minnesota DNR's time and dedication has not only paid off for their state, it has also provided RBFF with valuable information as we prepare to roll out the national program in December."
THE RESULTS
The target audience's response rate to the integrated marketing program was 20.3 percent and resulted in the sale of 9,846 fishing licenses.
The lift, which is defined as the difference between the fishing license renewal rates for a treatment group and a control group, was 2.4 percent.<br />
The integrated marketing program generated approximately 9.4 million impressions in the greater Twin City metro area.<br />
"We recognize the value and importance of partnering with RBFF," said MDNR Fisheries Chief Ron Payer. "Though we are tied for the highest angling participation rate in the nation, we can clearly see the challenges ahead for our agency and the fishing industry. Therefore, we rely upon the insights, research and expertise that RBFF provides. It's great."
MDNR Outreach Section Chief C.B. Bylander expressed similar sentiments. "Like most natural resource organizations, we are deep in biological expertise yet fairly shallow in marketing, advertising and related skills. RBFF helps fill that gap. We launched an aggressive campaign this year - including billboards, postcards, promoting Anglers' Legacy and more - and RBFF's counsel in these efforts clearly contributed to our success."
KEY FINDINGS & IMPLICATIONS
The target audience's response rate following the first direct mail advertisement (12.5 percent) was greater than the second direct mail advertisement (7.8 percent); however, the second direct mail advertisement did result in incremental license sales.<br />
The response rate of Group 1 (21.2 percent), which included lapsed anglers with a more frequent purchase history and a longer purchase history, was greater than that of Group 2 (17.3 percent).<br />
In analyzing the results, it was determined that if the top tier lifestyle segments for fishing participation were used to prioritize the target audience for Minnesota's integrated marketing program, the response rate would have been significantly greater.<br />
Suburban residents in the target audience responded better to the marketing program than urban residents in the target audience.<br />
Those in the target audience who reside in neighborhoods with above average incomes responded better to the marketing program than those from neighborhoods with below average incomes.<br />
The integrated marketing program increased traffic to TakeMeFishing.org.<br />
NEXT STEPS
The MDNR will build on its first year of learning and implement an integrated marketing program again in 2008.
"The Minnesota program is one of many that has helped guide the development of RBFF's Direct Mail Marketing Kit for all states," said RBFF State Outreach Manager Stephanie Hussey. "The Minnesota DNR's time and dedication has not only paid off for their state, it has also provided RBFF with valuable information as we prepare to roll out the national program in December."