RBFF UPDATENorth American Conference

March 11, 2014

AGENDA

PROGRAM UPDATE

• Disney Alliance

• Hispanic Campaign

STATE REVENUE

FIRST-TIME ANGLER MOTIVATIONS

• Retention Program

MISSIONTo implement an informed, consensus-based

national outreach strategy that will increase

participation in recreational angling and boating

and thereby increase public awareness and

appreciation of the need to protect, conserve

and restore this nation’s aquatic natural

resources.

PROGRAM UPDATE

DISNEY ALLIANCE

DISNEY BRANDING

DISNEY BRANDING

VAMOS A PESCAR

THE HISPANIC OPPORTUNITY

33M U.S. Anglers

1.6M are Hispanic

3.1M New U.S. Anglers

99K New Hispanic Anglers

HISPANICS DRIVE SPENDING GROWTH

“100% of the growth in sales is going to come from multicultural

customers”

Tony RogersSVP Brand Marketing

WalmartOctober 31, 2012

HISPANIC PILOT STATES

HISPANIC OUTREACH

STATE REVENUE

LICENSE REFERRALS

FY09 FY14

197,000

$14m

551,000

853,000

1.09 MM

1.2 MM

1.5 MM

REGISTRATION REFERRALS

FY09 FY14

181,000

10,000

66,000 63,000

93,000

109,000

$1.13m

$6.3m in gross program revenue from 2013 fishing & boating

programsRBFF/Southwick Associates

$14.47 million Fishing License Referrals

+ $1.13 million Boat Registration Referrals

+ $6.3 million State Programs

___________________________________

$22 million in revenue for States

STATE REVENUE

FIRST-TIME ANGLER MOTIVATIONS

4.5m newcomers to fishing in 2012

2013 Special Report on Fishing & Boating

RESEARCH OVERVIEW

Purpose• To identify and characterize first-time

anglers’ preferences and motivations to inform future marketing efforts

Process• Fishing license sales analysis• Focus groups• Online survey

31% for first-time anglers

VS.

68% for repeat

anglers

RENEWAL RATES

NATIONAL ONLINESURVEY

91% of first-time anglers indicated they fished as a child.

INITIAL FINDINGS

If a first-time angler goes fishing more than once in their first year, their likelihood to renew more than doubles.

INITIAL FINDINGS

CUSTOMER EXPERIENCETOP REASONS FOR FISHING

• Time with family and friends

• Relax and unwind

• Spend time outdoors

INITIAL FINDINGS

62% of first-time anglers bought their licenses online.

CUSTOMER EXPERIENCE

• If someone invited them to go fishing or a child asked them to go fishing

• Knowing 100% of license dollars go towards conserving fish and their habitat

• Information about places to fish close to home

TOP FACTORS INFLUENCING LIKELIHOOD TO RENEW

78% of first-time anglers say their first fishing trip met or exceeded expectations.

INITIAL FINDINGS

NEXT STEPS

RETENTION PROGRAM

• Finalize and share national report

• Develop retention program

• Partner with states to implement pilot program

THE CUSTOMER LIFECYCLE

• AWARENESS

• RECRUITMENT

• ENGAGEMENT

• RENEWAL

• REINSTATEMENT

Awareness

Recruitment

EngagementRenewal

Reinstatement

FOCUS ON THE CUSTOMER

Thank You