November 2008 State Direct Mail Marketing Workshop Resources

 

More than 50 representatives from RBFF, USFWS, state agencies, AFWA and Southwick Associates gathered in Dallas, TX from November 19-21, 2008 to share insights and lessons learned from the first year of RBFF’s Direct Mail Marketing Program and exchange ideas on ways to improve year two of the program. The workshop highlighted the progress made over the first year, the importance of marketing to lapsed anglers and offered suggestions to build on the program in year two.

 

November 19

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Agenda (PDF, 32 KB)
Powerpoint Presentation (PDF, 2.98 MB)

Frank Peterson, RBFF
Stephanie Hussey, RBFF 

Welcome and introduction to the Direct Mail Program and to RBFF’s integrated marketing efforts. 
Session 1 (MP3, 9.63 MB, 24:03)

Rob Southwick, Southwick Associates 
Introduction to Southwick Associates and leveraging your database. Topics include list prioritization, tapestry data and database requirements. 
Session 2 (MP3, 11.6 MB, 28:59)

Stephanie Hussey, RBFF 
Celia Bassols, RBFF 

Developing your budget and determining your direct mail strategy. Topics include RBFF’s financial contribution, mail pieces, printers and postage. 
Session 3 (MP3, 4.77 MB, 11:54)

Stephanie Hussey, RBFF 
Celia Bassols, RBFF 
Tom Allen, Southwick Associates 

Developing, launching and evaluating your program. Topics include integrating the program, timeline development, making an evaluation plan and measuring results. 
Session 4 (MP3, 12.7 MB, 31:54)

Helena Basche, RBFF 
Stephanie Hussey, RBFF 

RBFF’s public relations efforts and an introduction to the P.R. Toolkit. 
Session 5 (MP3, 4.12 MB, 10:18)

November 20

 

Agenda (PDF, 32 KB)
Powerpoint Presentation (PDF, 4.09 MB)
FL's Powerpoint Presentation (PDF, 1.60 MB)

Stephanie Hussey, RBFF 
Frank Peterson, RBFF
 
Welcome, Direct Mail Marketing Program overview and Take Me Fishing campaign overview. 
Session 1 (MP3, 10.7 MB, 26:57)

Rob Southwick, Southwick Associates 
Tom Allen, Southwick Associates
 
Direct mail overview and rationale for targeting lapsed anglers. Topics include fishing participation trends, marketing rationale, data processing and requirements, and target audience determination. 
Session 2A (MP3, 5.30 MB, 13:14) 
Session 2B (MP3, 11.3 MB, 28:13)

Stephanie Hussey, RBFF 
Eric Olds, Southwick Associates 

Initial program results and evaluation. Topics include response rates, return on investment, license sales results to-date and next steps. 
Session 3A (MP3, 12.0 MB, 29:59) 
Session 3B (MP3, 4.38 MB, 10:56)

Bob Wattendorf, Florida 
Michael Gray, Kentucky 
Debbie Lininger, Colorado 

Agency Speakers. Topics include state-specific examples on sustainability, boating data, incentives and fulfillment considerations, and returned mail and the value of a clean database. 
Session 4A (MP3, 8.23 MB, 20:34) 
Session 4B (MP3, 10.9 MB, 27:23)

November 21

 

Agenda (PDF, 30 KB)
Powerpoint Presentation (PDF, 725 KB)
Oklahoma Lapsed Angler Model Summary (PDF, 232 KB)
Oklahoma Hunting License Model Summary(PDF, 153 KB)

Stephanie Hussey, RBFF 
David Lane, Oregon 
Eric Olds, Southwick Associates 
Celia Bassols, RBFF 
Greg Summers, Oklahoma 

RBFF’s next steps for year two and evaluating the data. Topics include communicating this year’s results, Oregon’s program approach, the evaluation process, printing and postal regulations, Oklahoma’s prediction model & RBFF recruitment/retention plans. 
Session 1A (MP3, 9.12 MB, 22:45)
Session 1B (MP3, 7.47 MB, 18:39)
Session 1C (MP3, 6.98 MB, 17:26)

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