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