Marketing and Communications

Responsive Management’s research is often used by clients to inform marketing efforts, communications campaigns, and branding initiatives. For example, Responsive Management partnered with the Washington Department of Fish and Wildlife (WDFW) to conduct research and design marketing to increase freshwater fishing participation in the state. For this project, Responsive Management collected qualitative and quantitative data to help create a comprehensive marketing plan identifying the opportunities and challenges facing the WDFW Fish Program. One of the chief purposes of the plan was to determine how to market fishing to the needs and desires of Washington residents—this meant exploring demographic trends within key target markets (first-time buyers, urban residents, sporadic license buyers, women, youth, etc.) to assist WDFW in better understanding its constituencies. More information on this study can be found here.

Responsive Management also partnered with Symmetry, an Annapolis-based firm specializing in brand strategies, on a study to position the State of Maryland as a premier destination for hunting and fishing. The project was conducted under the Sportsmen’s Marketing Initiative (SMI), a private-public partnership of industry groups dedicated to promoting hunting- and fishing-related tourism and recreation in Maryland.

For this project, Responsive Management conducted a scientific telephone survey of residents of six nearby states (Delaware, New Jersey, New York, Pennsylvania, Virginia, and West Virginia) who had purchased a nonresident Maryland hunting or fishing license, as well as residents of the same states who had hunted or fished but had not done so in Maryland. Symmetry then used the survey data as a blueprint for a targeted marketing campaign positioning Maryland as a leading destination for out-of-state sportsmen. The campaign included a high-quality photo and video collection, attendance at key tradeshows, a social media presence, and a brand new one-stop-shop website at www.FishandHuntMaryland.com. Geared specifically toward nonresident sportsmen, the website provides information on Maryland hunting and fishing experiences, where to go, local species, trip planning, and articles of interest.

Symmetry also used Responsive Management’s research to develop a series of promotional YouTube videos. For example, this video’s focus on family hunting trips is based on the survey finding that the top reason for hunting in Maryland among those who have traveled to the state to do so is to spend time with family and friends. Other videos produced by Symmetry highlight family vacations, the thrills of the outdoor experience, and local hunting and sport shooting opportunities in Maryland. All of these materials were developed from Responsive Management’s data collection. Results for the three-month period immediately following the launch of the website and marketing campaign were quite positive. In addition to receiving almost 20,000 visitors, the site added 1,400 private sector businesses, including lodging, charter, guide, and outfitter services. The project’s Google ad campaign resulted in 3.2 million brand impressions and almost 13,000 clicks to FishandHuntMaryland.com, while the Google/YouTube video ad campaign generated 575,000 brand impressions and more than 7,000 video views. A Facebook ad campaign resulted in over 13,000 likes and a million brand impressions in the first three months of the marketing launch.

Other recent marketing and communications projects from Responsive Management include the following:

Marketing and Communications Plan for the Carson River Watershed: This plan uses telephone results from a 2015 Responsive Management study and describes the strategies and tactics that will be used to increase awareness that human behavior affects watershed health and use education to promote changes in behavior that will ultimately improve habitat, water quality, and water supply to benefit the watershed as a whole.
Maryland Hunting and Fishing Marketing Initiative: This study was conducted for the Sportsmen’s Marketing Initiative, a private-public partnership between the Maryland Sportsmen’s Foundation and the Maryland Department of Business and Economic Development as part of research on strategies for promoting hunting and fishing opportunities in Maryland. The study entailed a telephone survey of two samples: residents of six nearby states who had purchased a nonresident Maryland hunting or fishing license, and residents of those same states who had hunted or fished but had not done so in Maryland.
Marketing, Communications, and Public Relations Plan for the Maine Department of Inland Fisheries and Wildlife, Division of Information & Education: This plan was produced for the Maine Department of Inland Fisheries and Wildlife (MDIFW) by Responsive Management and Mile Creek Communications. The plan describes the strategies and tactics to raise overall public awareness and support among Maine residents of MDIFW’s mission, programs and projects; and measurably increase support and participation in activities and programs overseen and/or administered by MDIFW. The plan further outlines and describes in detail the steps for maintaining a successful communications and outreach effort through long-term commitment, organized and deliberate planning based on current research, and consistent assessment and evaluation.
Inland Fish Marketing Plan—Increasing Fishing Participation and License Sales Revenue tn the State of Washington: Responsive Management developed a marketing plan for the Washington Department of Fish and Wildlife to examine the opportunities and challenges facing the Department’s Fish Program; to explore the demographic trends taking place in Washington State and important characteristics within these target markets; and to offer marketing recommendations and outreach strategies to increase fishing participation and fishing license sales in Washington.
A Marketing Plan for the South Carolina Department of Natural Resources, Fisheries Section: The purpose of this marketing plan was to provide the Freshwater Fisheries Section of the South Carolina Department of Natural Resources strategic market direction for the next ten years. The plan and associated recommendations were based upon a solid foundation of research, including Bureau of the Census data for South Carolina, historic fishing license sales data in South Carolina, and ten years of research on South Carolina residents’ and anglers’ attitudes toward natural and aquatic resources and outdoor recreation conducted by Responsive Management.
Florida Wildlife Viewing Guide Marketing Plan: Responsive Management developed a marketing plan for the Florida Wildlife Viewing Guide based on focus groups and a survey of wildlife viewers. The study focused on wildlife viewers’ perceptions of the proposed guide, their opinions on specific aspects of the guide such as the icons, and their likelihood to purchase the guide. A marketing plan matching product, price, place, and promotion strategies was developed for the project manager.
Specific Educational Marketing Strategies for Florida’s Nongame Wildlife Program: This project involved a telephone survey of Florida residents to assess attitudes toward and behaviors regarding wildlife and wildlife conservation, identify important demographic subgroups with varying degrees of support for wildlife conservation, and gather information to facilitate the development of a communications plan to further the goals of the Florida Game and Fresh Water Fish Commission.
An Analysis of the Georgia Department of Natural Resources’ Outreach Efforts to Increase Fishing License Sales Using the Water Works Wonders Campaign Materials: The Recreational Boating and Fishing Foundation developed its Water Works Wonders campaign based on research and evaluation conducted by Responsive Management. This national marketing campaign was based on research in The Future of Fishing which found the decline in fishing was, in part, due to a lack of time and work obligations and that most anglers fish with families and friends. The campaign played on these concepts to market fishing as an idyllic, relaxing pastime that brings families together. After implementing the campaign in their state, the Georgia Department of Natural Resources commissioned Responsive Management to examine the impact of four different visual stimuli on fishing license sales in the state. The findings from this study helped with the state’s efforts to increase fishing license sales.
Lapsed Hunters’ License Purchasing Behaviors and Their Opinions on Messages Encouraging Them to Purchase Hunting Licenses: This study entailed a telephone survey conducted for the National Shooting Sports Foundation in cooperation with the Virginia Department of Game and Inland Fisheries as part of a larger initiative to test messages to encourage lapsed hunters to purchase a hunting license. The final report included recommendations and strategies regarding marketing to lapsed hunters.
“Wear It California!” Life Jacket Campaign Assessment: This study was conducted for the California Department of Boating and Waterways, the National Safe Boating Council, BoatU.S., and the U.S. Coast Guard to determine the effect of an intensive marketing effort to increase life jacket usage. This study entailed a survey of boaters who participated in the “Wear It California!” campaign by filling out a pledge card distributed by Wear It California staff and had boated in the past 12 months.
Public Awareness of and Satisfaction With the Vermont Fish and Wildlife Department’s Media Resources: This study was conducted for the Vermont Department of Fish and Wildlife to determine the sources of information that the general population, hunters, and anglers use regarding fish and wildlife issues in Vermont, as well as their opinions on the Department’s communications. The study also examined their contacts with Department personnel and their support for or opposition to hunting, fishing, and trapping. The study entailed a scientific telephone survey of Vermont residents and licensed hunters and anglers.
North Dakota Residents’ Use of Social Media and Its Influence on Their Hunting and Shooting Participation: This study was conducted under a grant from the National Shooting Sports Foundation to determine the extent to which social media influences North Dakota residents’ participation in outdoor recreation, particularly hunting and shooting. The study entailed a telephone survey of members of the general population in North Dakota, as well as hunters and target shooters residing in the state.