The Recreational Boating & Fishing Foundation's (RBFF) StateDirect Mail Marketing Program, a nationwide effort to increasefishing license sales and boat registrations, is now in full swing.New this year, the program will contact lapsed boaters across thecountry, in addition to lapsed anglers. In total, RBFF, inpartnership with states across the country, has distributed morethan three million direct mail pieces reminding those who onceenjoyed fishing and boating, but no longer participate, to renewtheir license and/or register their boat. The State Fishing License Marketing Program, now in its fifth year,includes outreach to lapsed anglers in 35 participating statesthrough direct mail to those who haven't renewed their fishinglicense for at least one season. Many states are supplementing theprogram with e-mail outreach, social media and other marketingstrategies. In addition, the majority are also includinginformation about a rebate offer from Shakespeare, which givesanglers who purchase $40 worth of equipment and their 2012 fishinglicense, an opportunity to get $10 back. |
The Boat Registration Marketing Program, launching its first year,includes outreach to lapsed boaters in 15 participating states. Theprogram, expanded nationally, was developed following a series ofsuccessful direct mail pilot programs encouraging boat owners withlapsed registrations to renew. The program includes mailers to boatowners who haven't renewed their boat registrations for at leastone boating season. RBFF has funded and implemented the 2012 State Direct Mail Programson behalf of state agencies; however, participating state agenciesreceive 100 percent of the revenue generated from the program.
"Supporting our state partners in their efforts to increasefishing license sales and boat registration renewals is a keycomponent of our mission," said RBFF President and CEO FrankPeterson. "We are thrilled to be working with 35 states in theFishing Program and to launch our Boat Program nationally with 15states. Both programs are critical to state fish and wildlifeconservation, and boating infrastructure programs." Launched in March 2008, RBFF's State Fishing License MarketingProgram aims to recruit and retain lapsed anglers and generateawareness of the connection between fishing license sales andconservation efforts. To date, the Fishing Program has contributedto the sale of more than 1.1 million fishing licenses.
In addition,RBFF's State Boat Registration Marketing Program aims to bringlapsed boaters back into the sport and generate awareness of theconnection between boat registration sales and conservationefforts. Last Updated ( Wednesday, 23 May 2012 ).
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