Hooking Iowa Anglers: A 3-Year Fishing License Marketing Program Kevin Baskins, Communications Bureau Chief Iowa Department of Natural Resources

Iowa Goals  Increase sales of fishing licenses in Iowa. (reverse the trend of 3% annual decrease)  Connect Iowans with the outdoors!

Background Stats  Between 2002 and 2004, Iowa had 635,000 unique fishing license purchasers.  Of those, only 32% purchased a license in all three years (avid anglers).  428,000 purchased inconsistently (casual anglers) = HUGE MARKET!

Background Stats  The primary barrier for not going fishing is lack of time.  The top two motivators for going fishing:  Spend time with family  Relax

2005 Marketing Effort  Questions We Asked (Marketing Basics): Who Should We Target?Who Should We Target? Where Should We Target?Where Should We Target? What Should Our Message Be?What Should Our Message Be? What Tactics Should We Use?What Tactics Should We Use?

Target Audience  Pilot program for Interstate 380 Corridor, including Linn, Johnson and Black Hawk counties  Male casual anglers (do not purchase every year), ages 30-54, with families

Key Messages  “Take Me Fishing” Partnership with Recreational Boating and Fishing Foundation  “Get into the Lure of Iowa”

2005 Marketing Strategies  Family Fishing Guide Customized for Linn/Johnson and Black Hawk Customized for Linn/Johnson and Black Hawk Tips and locations Tips and locations Testimonials Testimonials

2005 Marketing Strategies  Follow-up Postcard  Web Site  Videos at local Wal-Mart stores Wal-Mart stores  Movie Theater Ads May 7 – July 31 May 7 – July 31  3 Live Radio Remotes Giveaways, live fish, fish fry, kids games, handouts Giveaways, live fish, fish fry, kids games, handouts

2005 Marketing Strategies  License Vendor Packets  Media Coverage Weekly video news packets and radio shows Weekly video news packets and radio shows DNR director fishing trips with media DNR director fishing trips with media  Iowa Lottery Ticket: “Reelin’ in the Cash”

Movie Ad  “Reel” big  “Reel” bold  “Reel” cool  Not “reel” effective  But ad was a morale booster for staff showing that marketing was being taken seriously

2005 Measuring Results  Results: Overall target county sales increased by 16.2% in May 2005 over May 2004 Overall target county sales increased by 16.2% in May 2005 over May 2004 an 8.8% higher increase than in control counties and 3.7% higher increase than statewide levels.an 8.8% higher increase than in control counties and 3.7% higher increase than statewide levels. Recall of marketing pieces: Recall of marketing pieces: 31% recalled direct mail31% recalled direct mail 55% recalled postcard55% recalled postcard 26% recalled retailer fishing events26% recalled retailer fishing events

2005 Measuring Results – Aggregate Sales

2005 Lessons Learned  Multi-faceted approach had an impact – need to focus so can take statewide.  Direct mail had high awareness – need stronger call to action.  One year effort just the beginning – need to build.

2006 Planning  Big Question About Lapsed Anglers: What can we do to increase purchasing consistency? License Buying Group (Target Counties) Total Anglers 2005 Buyers PercentBuyers 2002, 2003, ,17417, % 2003 & ,9953, % 2002 & ,5511, % 2004 Only 9,9203, % 2002 & ,9532, % 2003 Only 8,5171, % 2002 Only 11,6231, % Total68,73333, %

Marketing without research is gambling…

2006 Planning  Focus Groups with Lapsed Anglers: One in each target county -- March 2006 One in each target county -- March 2006 Males ages who purchased twice in last three years Males ages who purchased twice in last three years We Found Out They: Want to know where to fish, when to fish and how to increase success (what’s hot NOW) Want to know where to fish, when to fish and how to increase success (what’s hot NOW) Are unaware of DNR information, including web site, press releases, fishing forecast Are unaware of DNR information, including web site, press releases, fishing forecast Frequently use web; want our information Frequently use web; want our information

Some excellent feedback  Spending time with family was important, but fishing also looked at as an escape from daily routine, some looking for escape from family chores as well.  Fishing success was key.  Because of daily pressures and competition for time, reminders are needed. Looking for that additional push.  Desire for timely information to increase success and reminders of fishing opportunities fit direct mail/advertising strategy

2006 Marketing Strategies  Marketing Strategies: Direct mail letter from Direct mail letter from biologists biologists (where to go, when to go, how to be successful) how to be successful) Personal touch from biologist – “my tips” Personal touch from biologist – “my tips”

2006 Marketing Strategies Major radio campaign Major radio campaign - May 15 – July 7 (Wednesdays – Fridays) Free Fishing Weekend events with live radio remotes Free Fishing Weekend events with live radio remotes Distribution Promotion (weekly DNR Fishing Forecast) Distribution Promotion (weekly DNR Fishing Forecast) License Vendor Packets License Vendor Packets Earned media (press releases, radio shows, etc.) Earned media (press releases, radio shows, etc.)

2006 Measuring Results  Advertising combined with direct mail had the most impact.  Results indicate an increase in license sales, an 8.8 percentage point difference overall between target audience and control counties.

Effect of advertising and direct mail on resident fishing license sales: May 16 through July 31, 2006 ControlTarget No Advertising or Direct MailAdvertising Only Advertising with Direct Mail Buyer Groups Potential Buyers 2006 Buyers Renewal Rate Potential Buyers 2006 Buyers Renewal Rate Potential Buyers 2006 Buyers Renewal Rate 2005 Renewals 2003, 2004 & ,8416, %4,9662, %3,5881, % 2004 & 20057,2922, %2, %1, % 2003 & 20055,3701, %1, %1, % Total27,50311, %9,3034, %6,2832, % 2005 Lapsed 2003 & ,5381, %3, %1, % 2004 Only14,3831, %5, %1, % 2003 Only21,0151,7808.5%8, %2, % Total45,9365, %16,9792, %6,6961, % 2005 Recruits15,0663, %6,8211, %1, % Total15,0663, %6,8211, %1, % Overall Total88,50519, %33,1037, %14,9754, %

2006 Survey Results  Campaign awareness: 49.5% recalled radio ads 49.5% recalled radio ads 37.8% recalled letter 37.8% recalled letter 29.2% recalled family fishing events 29.2% recalled family fishing events  48.6% think using DNR web site would be very helpful, but only 3.2% ever had used it.  45.3% think tips in the mail would be beneficial; 61.6% of those remembering letter found it very to extremely useful.

2007 Marketing Goals  Build on success – expand to five major areas in the state.  Increase sales by 8% to target audience (those receiving direct mail).  Test radio versus no radio in different markets.

2007 Marketing Strategies  Five custom letters according to counties according to counties  Highlight local fishing hotspots “from the expert” hotspots “from the expert”  Maps and tips

2007 Marketing Strategies  Four fishing educational events with live radio remotes  Radio buys in four major markets  “Van and Bonnie” radio show (largest morning radio show in Iowa  Earned media (press releases, radio shows, etc.)  Web site

2007 Results  More than 150 attendees at each event  Direct mail and radio promotion results – Cross your fingers! (results in August)  Continued commitment to marketing in the future.

For More Information  Julie Tack, Iowa DNR Marketing Specialist  Marion Conover, Iowa DNR Fisheries Bureau Chief  Stephanie Hussey, RBFF State Outreach Coordinator

Hooking Iowa Anglers: A 3-Year Fishing License Marketing Program Kevin Baskins, Communications Bureau Chief Iowa Department of Natural Resources