The Recreational Boating & Fishing Foundation’s (RBFF) Take Me Fishing™ campaign is asking boaters and anglers to cast their vote in America’s Top Family Fishing and Boating Spots Sweepstakes on TakeMeFishing.org from now through March 5. The Sweepstakes aims to increase awareness of the great family-friendly parks across the country, and get more families out on the water boating and fishing. Additionally, the sweepstakes aims to generate rich content for the TakeMeFishing.org website and PR outreach efforts, garnering more exposure for the brand and digital properties.
“Not knowing where to fish and boat is a big barrier for people who want to get out on the water for the first time,” said RBFF President and CEO Frank Peterson. “Identifying easily-accessible locations where families can cast a line and make memories together, helps get more people out on the water connecting with the outdoors. It’s even better when a location is approved by other anglers.”
Working with our state fish and wildlife agency partners, RBFF identified 250 local, state or national parks from across the U.S. that are within an hour’s drive of a metropolitan area and offer amenities for families or beginner anglers. Sweepstakes entrants can then vote daily for the three parks that they feel offer the best experience. At the end of six weeks, the parks with the most votes will be placed on the list of America’s Top 100 Family Fishing and Boating Spots, which RBFF will use to entice families and newcomers to try the sports during National Fishing and Boating Week, as well as throughout summer.
We encourage all stakeholders to actively participate in the promotion to help the state’s parks receive more votes.
Here’s a few quick and easy ways to spread the word:
We are very excited about the buzz that will be generated around our natural assets - our state’s parks, as we go into the spring season. If you have any questions, please contact RBFF Communications Manager, Elizabeth Bender at firstname.lastname@example.org or (703) 519-6917.
RBFF’s annual ad campaign and website effectiveness surveys have been completed and both show positive results. “Several exciting new initiatives were put into place in 2013 and these surveys prove to be a great indicator of the returns on each,” said RBFF President and CEO Frank Peterson.
Take Me Fishing™ Brand
The Take Me Fishing brand awareness is holding strong at 34 percent among all audiences – up from 31 percent in 2012. Among the Family Outdoors group, a key target for bringing newcomers into the sport, brand awareness is even higher at 40 percent. In addition, the survey found that the Take Me Fishing branded Disney media makes people two times more likely to:
TakeMeFishing.org also scored well in a survey of visitors. Overall satisfaction and experience scores remained constant to 2012’s high marks at 83 and 86 percent, respectively. When asked if visitors will go fishing in the coming year, 90 percent of respondents stated they “definitely will go.”
Participation in boating and fishing has been on the rise for the past few years and that trend is reflected in some key elements of TakeMeFishing.org. Of those consumers who search TakeMeFishing.org for fishing licenses, 73 percent follow-through on their purchase on the state agency’s site. Similarly, 51 percent of boat owners who looked to the site for information on boat registrations reported registering their boat with the state agency.
For more information on these two surveys, please contact email@example.com.
RBFF hosted its largest-ever annual State Marketing Workshop in Phoenix, Arizona this past December. In all, 115 people representing 45 state agencies met to discuss the importance of implementing customer engagement strategies, as well as marketing and communicating with anglers and boaters to increase participation in fishing and boating overall.
Keynote speaker Bryan Tabler of Disney Institute kicked off the Workshop, sharing insights on Disney’s approach to quality service. Attendees also learned about RBFF’s new research findings on first-time anglers, agency improvements in the online fishing license purchase process and insights in reaching the Hispanic audience. Attendees were given tips on how to better capture, convince and close with customers through email marketing and, as part of a roundtable exercise, developed action plans for real-life challenges faced by consumers trying to get out on the water.
“This was a first class presentation and I really appreciate the opportunity to attend,” said Montana Fish, Wildlife and Parks Licensing Bureau Chief Hank Worsech. “I came back with a ton of new ideas and made some major contacts that will help our organization market.”
RBFF thanks the following companies for sponsoring its 2013 State Marketing Workshop: American Sportfishing Association (ASA), Association of Fish & Wildlife Agencies (AFWA), Bass Pro Shops, Brandt Information Services, Brunswick Corporation, Colle+McVoy, Discover Boating, Info-Link, J.F. Griffin, Outdoor Channel, PlowShare Group, Inc., SourceLink and Southwick Associates.
The State Marketing Workshop was established in 2007 to bring participants of RBFF’s Fishing License and Boat Registration Marketing Programs together to share successes and ideas. The Workshop was made available to all 50 states beginning in 2010, and has evolved to also include general marketing education and training.
Presentations and podcasts from the Workshop are available here on TakeMeFishing.org/corporate in the State Agency Partnerships section.
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