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

The Virtual R3 Forum, occurring on Aug. 26 and 27, 2020, provides an opportunity for professionals dedicated to increasing participation in hunting, target shooting, and other outdoor recreation to gather virtually and learn from each other. The event is designed to allow participants to capitalize on the recently increased participation in hunting, angling, and other activities and will offer insights to help professionals retain new participants post-pandemic.  https://cahss.org/r3forum/

Oklahoma Department of Wildlife Hiring Two Information and Education Specialists
  https://www.wildlifedepartment.com/odwc-careers/open-positions

California Department of Fish and Wildlife Hiring a Marketing Specialist
  https://www.calcareers.ca.gov/CalHrPublic/Jobs/JobPosting.aspx?JobControlId=199491

Will COVID-19 Spell the End of Outdoor and Environmental Education?

The pandemic has been devastating to the field, according to a recent survey

Read article:

https://www.smithsonianmag.com/innovation/will-covid-19-spell-end-outdoor-and-environmental-education-180975295/

Online Fishing License Assessment

RBFF recently announced the findings of a new fishing license mystery shopper study, which shows promising gains made by states in their online license purchase process. Each year, more and more consumers are purchasing a broader range of goods and services online, as well as from mobile devices. The Online Fishing License Assessment was conducted to gain a better understanding of the current digital licensing landscape and track improvement and progress over time since the last research study in 2012.

In the seven years since RBFF first conducted a study in the realm of online fishing license transactions, significant progress has been made, most notably:

• Mobile Friendly – All licenses were purchased successfully from a mobile device in 2019.
  • Only five states offered a mobile experience in 2012 (10x growth).
• Email Collection – 40 states require email collection at the point of purchase.
  • Up from 25 states in 2012.
  Press release: https://news.takemefishing.org/license-assessment-0720 

  Final report:    https://www.takemefishing.org/specialreport/?utm_source=press%20release&utm_medium=email&utm_campaign=0720%20license%20assessment%20presser 
  

The AREA 2020 Training Conference is rescheduled.
AREA 2021 IS October 10 - 14, 2021.
Check back for Details and Registration.
Registration Open JUNE 1, 2021.

PA Fish & Boat Commission Hiring R3 Coordinator

"The R3 Coordinator will serve as the subject matter expert for the PFBC on strategies to recruit, retain, and reactivate (R3) anglers and boaters in Pennsylvania. The R3 Coordinator is directly responsible for creating new R3 strategies, as well as evaluating and enhancing existing R3 strategies within the PFBC to achieve internal goals and increase license sales. The R3 Coordinator will provide effective guidance and program management to both internal and external stakeholders regarding the PFBC's R3 programs and strategies, and will assist in the creation of a formal R3 Plan. The R3 Coordinator also assists with event planning, to include trainings, public and stakeholder meetings, workshops, and press events, as well as contributes content for the PFBC website, intranet, public emails, and social media pages. The best candidate for this position is a capable, experienced self-starter who is passionate about using appropriate data and industry best practices to effectively guide the PFBC in their R3 endeavors."

Link: https://www.governmentjobs.com/careers/pabureau/jobs/2790549/aquatic-resources-program-specialist-r3-coordinator

Career Vacancies

To view and apply for FWS positions, please click here: FWS Vacancy Announcements. If you have a question about a specific position vacancy, please contact the Human Resources point of contact listed at the bottom of the announcement.  For more information about FWS job opportunities and employee benefits, please visit our FWS Human Resources page.