ALEXANDRIA, VA (April 20, 2017) – The Recreational Boating & Fishing Foundation (RBFF) today announced the launch of its 2017 State Boat Registration Marketing Program, a nationwide effort to increase boat registrations among lapsed participants. This year’s Boat Registration Marketing Program includes 19 partnering state agencies, including Illinois, a new state for 2017, and focuses on reactivating lapsed boaters with marketing materials that encourage them to register their boat.
“Our Boat Registration Marketing Program has generated strong results year after year, and we can’t wait to see how many lapsed boaters are brought back this year,” said RBFF President and CEO Frank Peterson. “Not only does the program lead to more boaters on the water, the funds generated go directly to state agencies who carry out critical conservation programs.”
The State Boat Registration Marketing Program began reactivating lapsed boaters nationwide in 2012, focusing on those who haven’t renewed their boat registration for at least one season. This year, 643,234 letters – the highest number yet – will utilize clever messages to entice lapsed boat owners to get back on the water. The Boat Registration Marketing Program generated $1.92 million in gross revenue by re-registering 51,376 boats in 2016. Since 2012, the program has brought 221,343 boats back to the water, leading to $8.02 million in revenue. All while maintaining above-average response rate and positive lift.
In addition to the Boat Registration Marketing Program, RBFF has produced a Direct Mail & Email Marketing Toolkit to Reactivate Lapsed Anglers to assist state agencies with their reactivation efforts. RBFF has now packaged all learnings and resources from its Fishing License Marketing Program into a step-by-step guide that provides straightforward instructions to plan, execute and manage state agency lapsed angler reactivation programs. Leveraging the recognizable Take Me Fishing brand and three proven messages, the Toolkit includes direct mail and email templates which states are able to download and customize to best fit their needs.
State agencies receive all of the revenue generated through these State Marketing Programs to help fund conservation efforts. In addition to these programs, 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. For more information on these programs and to learn how you can get involved, please email Joanne Martonik, Marketing Program Manager.
About the Recreational Boating & Fishing Foundation (RBFF)
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF developed the award-winning Take Me Fishing™ and Vamos A Pescar™ campaigns to create awareness around boating, fishing and conservation, and educate people about the benefits of participation. Take Me Fishing and Vamos A Pescar help boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign websites, TakeMeFishing.org, and VamosAPescar.org, feature how-to videos, information on how to get a fishing license and boat registration, and an interactive state-by-state map that allows visitors to find local boating and fishing spots.