December 2011 State Marketing  Workshop Resources


108 representatives from 45 state agencies, Active Network, AFWA, ASA, Pure Fishing, RBFF, SFBPC, Southwick Associates and USFWS gathered in Phoenix, AZ, from December 6-8, 2011 to learn about the importance of marketing and communicating with anglers and implementing integrated marketing efforts to increase fishing license sales.  Participants heard results and lessons learned from the 2011 Fishing License Marketing Program and learned about new marketing strategies for 2012.  State agencies presented examples of innovative marketing strategies.  Participants took part in peer-to-peer discussions and shared ideas that helped inform the future direction of the program.


December 6-8


Agenda (PDF, 111 KB)
Program Book (PDF, 6.3 MB)


December 6


RBFF Program Overview (PDF, 1 MB)
ASA Keep America Fishing
(PDF, 1.43 MB)

Frank Peterson, RBFF President & CEO
Program Overview

Gordon Robertson, Vice President, American Sportfishing Association
ASA Keep America Fishing

December 7


You're Not In This Boat Alone (PDF, 4.1 MB)

John Seabreeze, VP of Marketing, Billy Casper Golf
You're Not in This Boat Alone: The Golf Industry's Participation Challenges & Solutions

Activities that Compete with Anglers' Time (PDF, 690 KB)

Rob Southwick, President, Southwich Associates
Activities that Compete With Anglers Time

Shakespeare Products
Fishing License Marketing Program
 (PDF, 815 KB)

John Bartow, Senior Director of Marketing, Pure Fishing
Shakespeare Products & Fishing License Promotion

Stephanie Hussey, Director of State Initiatives, RBFF
Fishing License Marketing Program - 2011 Results & 2012 Direction

Angler Engagement

Christine Dobday, VP/Stakeholder Engagement, RBFF
Angler Engagement & Retention Strategies

December 8


RBFF Integrated Marketing Approach (PDF, 1.1 MB)

Leslie Nagao, VP/Consumer Engagement, RBFF
RBFF Integrated Marketing Approach & New Creative Direction

New Program Materials (PDF, 1.6 MB)

Rachel Piacenza, State Program Manager, RBFF
New Program Materials & Places to Boat and Fish Map

MI 2011 Fishing License Campaign (PDF, 156 KB)

Christine Schwerin, Marketing Account Manager MI, DNR
MI 2011 Fishing License Marketing Campaign

VA 2011 Email Marketing Campaign (PDF, 536 KB)

Lee Walker, Outreach Director, VDGIF
Va 2011 Fishing License Email Marketing Plan

Boat Registration Program (PDF, 1.4 MB)

Rachel Piacenza, State Program Manager, RBFF
Boat Registration Marketing Program

RBFF Programs & Products (PDF, 1.3 MB)

Stephanie Hussey, Director of State Initiatives, RBFF
RBFF Programs & Products

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