RBFF Direct Marketing Program aims to bring lapsed anglers and boaters back to the water

Category: press release

 Apr 17th, 2014 by OutdoorsFIRST 

Modified Apr 17th, 2014 at 12:00 AM

The Recreational Boating & Fishing Foundation (RBFF) today announced the 2014 launch of its State Marketing Program, a nationwide effort to increase fishing license sales and boat registrations among lapsed participants. The 2014 program, which is being conducted in partnership with 40 state agencies for the State Fishing License Marketing Program and 21 state agencies for the State Boat Registration Marketing Program, targets more than 3.5 million lapsed anglers and boaters with direct marketing materials that encourage them to buy a fishing license or register their boat. Previous years’ programs have enjoyed impressive success, resulting in more than $34.6 million cumulative gross revenue for participating states.

“We are extremely pleased to continue these successful direct marketing programs,” said RBFF President and CEO Frank Peterson. “These programs have proved year after year to bring anglers and boaters back onto the water, providing states with valuable funds for conservation efforts, and we expect more positive results from this year’s campaign.”

The State Fishing License Marketing Program, now in its seventh year, includes outreach to lapsed anglers who haven’t renewed their fishing license for at least one season. This year’s program includes a black and white postcard mailing and a supplemental email message in participating states. The 2013 program also included 40 states and resulted in more than 229,000 licenses sold and $4.64 million in gross program revenue.

The State Boat Registration Marketing Program, initiated nationwide in 2012, includes outreach to lapsed boaters who haven’t renewed their boat registration for at least one season. A four-color direct marketing letter is being distributed in two more states in the 2014 campaign than in 2013, which resulted in over 48,000 boats re-registered and $1.68 million in gross program revenue.

Both of the programs are funded entirely by RBFF, with states receiving all of the revenue that the programs generate. RBFF provides states with customizable direct marketing pieces. RBFF also works with states to enhance their overall marketing and communications capacity, as well as ways to improve their fishing license and boat registration processes.

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