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AQUATIC RESOURCES EDUCATION ASSOCIATION

Dedicated to promoting stewardship and responsible use of aquatic resources, fisheries and habitats.


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AR License and Participation Marketing Campaign

August 13, 2020 11:41 AM | Anonymous


In 2019, Arkansas Game & Fish Commission (AGFC) used a  multi-channel marketing campaign to support their target audiences through the entire consumer life-cycle from increased consideration of fishing to a license purchase and ultimately to a fishing experience.

The promotion was branded under the Fish Natural umbrella brand, which is a companion to AGFC’s state branding of “The Natural State”. There were five separate promotions aimed at all different stages of the outdoor recreation adoption model.

The purpose of this campaign was to coordinate and integrate each program that has traditionally operated in disparate functions. This way the agency’s ability to utilize different consumer touchpoints and push the consumer through the various adoption phases could be gauged.

Due to an improvement in targeted marketing efforts, a greater financial investment in event promotions, better positioned events and a more cohesive statewide approach, the 2019 fishing season boasted:

  • Over 19,800 participants in skills programs (an over 50% increase in specialized skill program offerings since 2017).
  • Nearly 39,500 participants hosted at AGFC fishing events or derbies (a 25% increase over 2017).

With a number of additional efforts, including coordinated marketing promotions and improved sales channels at events, AGFC saw:

  • Resident fishing licenses were up over 11% from July to October over the same time prior year, and
  • Resident fishing license sales increased almost 2% over the past five-year average.

For full results and additional details, please read the full case study- https://www.takemefishing.org/getmedia/67b4f211-1378-45b4-a5c5-834db69da42e/AR-License-and-Participation-Marketing-Campaign-Case-Study-FINAL.pdf

About us

Our organization leads the discussions for aquatic leaders. AREA is organized for educational purposes. AREA members include representatives of State, Federal, industry, fisheries and educational professionals involved in aquatic resource education programs. The nationwide non-profit Association is created to foster, promote and encourage aquatic education.

Become a member

Show your commitment to increase ARE effectiveness  -
  • Provide expertise regarding aquatic education issues, strategies and methodologies 
  • Provide an organized forum for discussion, deliberation, and resolution 
  • Support aquatic resource management programs 
  • Develop strategic plans for the future; provide organization and direction to AREA members 
  • Serve as a liaison between agencies, industry and state aquatic resource education coordinators
  • Promote education and wise-use management and conservation of aquatic resources and those recreational sports related to them

We invite you to browse our Web site and to support our goals by joining AREA.

Find us

Look at the Regional listing for your AREA Regional Representative.

For payment assistance, contact Treasurer Sarah Chabaane, Phone: 803-737-8483, Email: chabaanes@dnr.sc.gov

For member assistance, contact Member Support,  Carol Paterick, Phone: 301-805-0784, carolpaterick@gmail.com.


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