Mike Tonkavitch, Ohio

8/14/2019 Mike Tonkavitch, Ohio

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Managing Ohios White-Managing Ohios White-

tailed Deertailed Deer

Michael J. Tonkovich, Ph.D.Deer Biologist

Athens

740-589-9922

[email protected]
mailto:[email protected]


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White-tailed Deer Timeline

Overview of Ohio Deer ManagementProcess

Goal Setting, Seasons, Permits, Hunters,

Harvest

Management Challenges and Strategies

Topics for Discussion


3/41

Deer were absent

Deer were found in 28 easternand southeastern counties

1st modern season 12 days, buck-only (4-inch horn)

1904-19

1937

1943

Deer program timeline


4/41

1st either-sex season toaddress crop damage in NEOhio

Statewide either-sex season toprovide sustained huntingrecreation

Mandatory registration

Deer Management Policy W17

1956-64

1947

1962

1963

Deer program timeline


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Deer ManagementDeer Management

Policy W17, 1963Policy W17, 1963

to provide maximum sustained hunting recreation

within the context ofminimizing conflicts between

deer populations and agriculture, forestry, motorists,

and the general citizenry who prize the presence and

sight of deer


6/41

White-tailed Deer Timeline



Harvest



7/41

Farmer attitude surveys

Public open houses

Miscellaneous surveysOther

County Population Goalor Target

Deriving a DeerDeriving a Deer

Population Goal orPopulation Goal or

TargetTarget


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44%63%% ANTLERLESS

50%

0.7 MILLION

232,000

0.6 MILLION

380,000

OHIO

63%% YEARLINGBUCKS

1.8 MILLIONDEER POPULATION

477,000HARVEST

1.5 MILLIONDEER PERMITS

724,239HUNTERS

MICHIGAN

Hunters, Harvest, Permits, and

Herd Demographics


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Season Dates

Archery 27 Sep - 1 Feb

Gun

Regular 1 Dec - 7 Dec

Bonus 20 Dec - 21 DecYouth (17 and under) 22 Nov - 23 Nov

Muzzleloader 27 Dec - 30 Dec

Ohios Deer Seasons


10/41

Deer Management ZonesDeer Management Zones

and Permitsand Permits

Deer Zone Bag Limit Valid PermitsZone A 1 deer $24 either-sex, $15 antlerless-onlyZone B 2 deer $24 either-sex, $15 antlerless-only

Zone C 3 deer $24 either-sex, $15 antlerless-only


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Timeline



Harvest

Management Challenges and Strategies



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Minimum Statewide DeerMinimum Statewide Deer

Population, 1990-2006Population, 1990-2006

700,000


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ChallengesChallenges

With room to grow!


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Licensed Ohio Hunters,Licensed Ohio Hunters,

1925-20061925-2006


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Licensed Deer Hunters,Licensed Deer Hunters,

2000-20072000-2007


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Licensed Hunters who DeerLicensed Hunters who Deer

Hunt, 1978-2007Hunt, 1978-2007


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Annual Ohio Deer HunterAnnual Ohio Deer Hunter

Participation RateParticipation Rate

2001 20072002 2003 2004 2005 2006

551,000 Hunters that Purchased at Least 1 Deer

Permit 2001-2007


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Annual Churn orAnnual Churn or

Turnover Among DeerTurnover Among Deer

HuntersHunters Nationally, 37% of This YearsNationally, 37% of This Years

Hunters will NOT Hunt Next Year!Hunters will NOT Hunt Next Year!

25% of Ohio and Michigan Hunters25% of Ohio and Michigan Hunterswill NOT Hunt Next Year!will NOT Hunt Next Year!

A Year Out is a Way OutA Year Out is a Way Out

How Can We Reduce AnnualHow Can We Reduce Annual

Turnover?Turnover?

Targeted Marketing?Targeted Marketing?

Hunter Surveys?Hunter Surveys?


19/41

Reducing Annual Churn withReducing Annual Churn with

Targeted MarketingTargeted Marketing

The Strategic Plan forThe Strategic Plan forthe Ohio Division ofthe Ohio Division ofWildlife, 2001-2010, listsWildlife, 2001-2010, lists9 strategic issues9 strategic issues

including:including: Recruitment &Recruitment &Retention of Anglers,Retention of Anglers,Hunters & TrappersHunters & Trappers

Retention & RecruitmentRetention & RecruitmentProgram strategies toProgram strategies to

increase participation inincrease participation inhunting include:hunting include:

Fully utilizeFully utilizeinformation from ourinformation from ourPoint of Sale licensePoint of Sale licensesystemsystem

Employ both proven &Employ both proven &newly developednewly developed


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Identify hunters likely to lapse in theIdentify hunters likely to lapse in thecoming season (modeling approach)coming season (modeling approach)

20042004 - Test effectiveness of a full-- Test effectiveness of a full-color promotional brochure on deercolor promotional brochure on deer

hunting & a small incentive offer forhunting & a small incentive offer forincreasing license purchase ratesincreasing license purchase ratesamong targeted huntersamong targeted hunters

20052005 - Test effectiveness of multi-- Test effectiveness of multi-touch mailings (postcards) fortouch mailings (postcards) forincreasing license purchase ratesincreasing license purchase ratesamong targeted huntersamong targeted hunters

20062006 - Test effectiveness of Large- Test effectiveness of LargeIncentive for increasing licenseIncentive for increasing licensepurchase rates among targetedpurchase rates among targetedhuntershunters

Reducing Annual Churn with

Targeted Marketing


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Modeling License-buyingModeling License-buying

Behavior by Ohio HuntersBehavior by Ohio Hunters Ohio Hunters Likely to LapseOhio Hunters Likely to Lapse

Buy hunting license late in the year / close to deer gunBuy hunting license late in the year / close to deer gun

seasonseason

Buy few, if any, additional permits or only a single deerBuy few, if any, additional permits or only a single deer

permitpermit Have limited harvest success during deer seasonHave limited harvest success during deer season

Have low social support (few other hunters in theirHave low social support (few other hunters in their

household or neighborhood)household or neighborhood)

Available ResourcesAvailable Resources

Point-of-Sale license & permit purchase recordsPoint-of-Sale license & permit purchase records(includes purchase date) in a central data warehouse(includes purchase date) in a central data warehouse

since 1999since 1999

Model Parameters included:Model Parameters included: 4-year deer permit buying records4-year deer permit buying records

4-year hunting license buying records4-year hunting license buying records Timing of deer permit purchasesTiming of deer permit purchases


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2004 Ohio Hunting Guide2004 Ohio Hunting Guide

Promotional Brochure

Emphasized deerhunting opportunities(all seasons) TIME

Included maps of publichunting areas &Getting Permission to

Hunt on Private Lands ACCESS

Offered Tips forSuccess & Other

Hunting Opportunities VALUE


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Timing & Key Messages

Mid-October: emphasized

early deer huntingopportunities - TIME

Early November:highlighted other hunting

opportunities VALUE

Late November: trophydeer & last minutereminder linked to Ohio

State-Michigan rivalry QUALITY

2005 Multi-touch2005 Multi-touch

MailingsMailings


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2006 Large Incentive2006 Large Incentive


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SUMMARY of FINDINGSSUMMARY of FINDINGS

Electronic Licensing Sales systems can be minedElectronic Licensing Sales systems can be minedto model license-buying behavior & predict whichto model license-buying behavior & predict whichhunters are likely to lapsehunters are likely to lapse

Hunting InformationHunting Information && RemindersReminders showed limitedshowed limitedresults in terms of increasing license purchasesresults in terms of increasing license purchasesamong sporadic & occasional huntersamong sporadic & occasional hunters Both lacked urgency or significant call for actionBoth lacked urgency or significant call for action

Strategies that most effectively address whyStrategies that most effectively address whypeople hunt less may be more successful (i.e.,people hunt less may be more successful (i.e.,identify & overcome the barriers to participation)identify & overcome the barriers to participation)

Why do 25% of Hunters Churn each Year?Why do 25% of Hunters Churn each Year?


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NEXT STEPS?NEXT STEPS?

Develop cooperative research projectsDevelop cooperative research projects

with Human Dimensions researcherswith Human Dimensions researchers

at Ohio State Universityat Ohio State University Use focus groups from past efforts to understandUse focus groups from past efforts to understand

what worked, what didnt & how to betterwhat worked, what didnt & how to better

communicate or sell our messagecommunicate or sell our message

Concentrate on Avid Hunter GroupsConcentrate on Avid Hunter Groups Up-sell and Cross-sell products to goodUp-sell and Cross-sell products to good

customerscustomers


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Annual Churn orAnnual Churn or

Turnover Among DeerTurnover Among Deer

HuntersHunters Nationally, 37% of This YearsNationally, 37% of This Years

Hunters will NOT Hunt Next Year!Hunters will NOT Hunt Next Year!

25% of Ohio and Michigan Hunters25% of Ohio and Michigan Hunterswill NOT Hunt Next Year!will NOT Hunt Next Year!

A Year Out is a Way OutA Year Out is a Way Out

How Can We Reduce AnnualHow Can We Reduce Annual

Turnover?Turnover?

Targeted Marketing?Targeted Marketing?

Hunter Surveys?Hunter Surveys?


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2005 DEER HUNTER2005 DEER HUNTER

SURVEYSURVEY

MORE WEEK-END DAYS TO HUNT WITH A

FIREARM 46%


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Season Dates

Archery 27 Sep - 1 Feb

Gun

Regular 1 Dec - 7 Dec

Bonus 20 Dec - 21 Dec

Youth (17 and under) 22 Nov - 23 Nov

Muzzleloader 27 Dec - 30 Dec

Ohios Deer Seasons


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2005 DEER HUNTER2005 DEER HUNTER

SURVEYSURVEY

LICENSE FEES TOO HIGH 32%

d d ($ $2 )


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Reduced ($15 vs. $24)Reduced ($15 vs. $24)

Price Antlerless PermitPrice Antlerless Permit

-2007-2007 StrategyStrategy

Double Antlerless BagDouble Antlerless Bag

Limits 1Limits 1stst

8 weeks of8 weeks ofArcheryArchery

Permit Archers to usePermit Archers to useAntlerless PermitAntlerless Permit

Statewide 1Statewide 1stst

8 weeks of8 weeks ofArcheryArchery

ExpectationsExpectations Increase TOTAL antlerlessIncrease TOTAL antlerless

harvest, notharvest, not


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Evaluation of the $15Evaluation of the $15

Antlerless PermitAntlerless Permit

84,000 antlerless permits to 68,000 hunters84,000 antlerless permits to 68,000 hunters

Total permit sales up 8%!Total permit sales up 8%!

A slightly higher than average (18%) number ofA slightly higher than average (18%) number ofhunters (20%) bought more (rather than the same orhunters (20%) bought more (rather than the same orfewer) permitsfewer) permits

Many that bought more, bought significantly more!Many that bought more, bought significantly more!


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Proportion of Hunters Buying 1, 2, and 3 or moreDeer Permits, 2007 vs. 5-year Average


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Mean Number of Deer PermitsPurchased per Hunter, 2001-2007

Evaluation of the $15Antlerless Permit


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Number of Deer Permits in 2006



Percent of Hunters Buying More in 2007


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Greatest Response from the Smallest Group of Hunters and

Lowest Response from The Largest Group of Hunters

Percent of Hunters Buying1, 2, 3 or more Permits in

2006

Percent of Hunters by PermitGroup Buying MORE Permits in

2007

Evaluation of the $15

Antlerless Permit


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Annual Deer HuntingAnnual Deer Hunting

Participation RateParticipation Rate

2001 20072002 2003 2004 2005 2006

551,000 Hunters that Purchased at Least 1 Deer

Permit 2001-2007


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38%!

1%

Evaluation of the $15

Antlerless PermitChange in Antlered and Antlerless Harvest in 2007,Change in Antlered and Antlerless Harvest in 2007,

1st 8 weeks only1st 8 weeks only


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2006 2007

Antlered Antlerless

% Antlerless Deer in Harvest Starts Higher

Shift to Antlered Delayed by 1 Week

Even During the Rut, % Antlered Deer Never Reaches 2006 Levels!

Harvest shifts to back to antlerless deer 7-10 days ahead of EXPIRATION DATE!

Daily Composition of Hunter HarvestedDaily Composition of Hunter Harvested

Deer, Archery Opener to Gun SeasonDeer, Archery Opener to Gun Season

Opener, 2007 vs. 2006Opener, 2007 vs. 2006

C W I A l l


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Money Influenced the Purchase Decision, theMoney Influenced the Purchase Decision, theDeadline Influenced the Harvest Decision!Deadline Influenced the Harvest Decision!

Long Seasons May Lull Hunters Into BelievingLong Seasons May Lull Hunters Into BelievingThere is Lots of Time Left to Shoot my Doe!There is Lots of Time Left to Shoot my Doe!

Deferring Harvest Often Leads to MissedDeferring Harvest Often Leads to MissedOpportunities!Opportunities!

Additional Seasons May Simply RedistributeAdditional Seasons May Simply RedistributeHunter Harvest or Perhaps Reduce It ByHunter Harvest or Perhaps Reduce It ByDiluting Hunter EffortDiluting Hunter Effort

Can We Increase AntlerlessCan We Increase Antlerless

Harvest by LimitingHarvest by Limiting

Opportunities?Opportunities?


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Thank You!Thank You!

Michael J. Tonkovich, Ph.D.Deer Biologist

Athens

[email protected]

740 589 9922

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Mike Tonkavitch, Ohio