Press Releases

RBFF Direct Marketing Program Expands to Target 3.5 Million Boaters & Anglers Nationwide
State Fishing License and Boat Registration Marketing Programs Launch in April
Year after year, we have seen the programs cost-effectively grow states’ ability to increase fishing license sales and boat registrations, and as a result, boost their support for conservation management. -RBFF President Frank Peterson

ALEXANDRIA, VA (April 25, 2013) – The Recreational Boating & Fishing Foundation (RBFF) today announced the 2013 launch of its State Marketing Program, a nationwide effort to increase fishing license sales and boat registrations among lapsed participants. The 2013 program, which is being conducted in partnership with 40 state agencies for the State Fishing License Marketing Program and 19 state agencies for the State Boat Registration Marketing Program, has expanded to target 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 $28.3 million cumulative gross revenue for participating states.

“We are extremely pleased that so many state agencies have decided to come on board with these direct marketing programs,” said RBFF President and CEO Frank Peterson. “Year after year, we have seen the programs cost-effectively grow states’ ability to increase fishing license sales and boat registrations, and as a result, boost their support for conservation management.”

The State Fishing License Marketing Program, now in its sixth year, includes outreach to lapsed anglers who haven’t renewed their fishing license for at least one season. In addition to a four-color postcard, RBFF is testing other direct marketing strategies this year to increase efficiencies - a black and white postcard mailing and a supplemental email message pilot test. Five more states are partnering in the 2013 campaign than in 2012, which resulted in more than 242,000 licenses sold and $4.98 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 four more states in the 2013 campaign than in 2012, which resulted in more than 32,000 boats re-registered and $1.16 million in gross program revenue.

Both of the programs are funded 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.

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. Celebrating 15 years in 2013, RBFF developed the award-winning Take Me Fishing™ campaign to create awareness around boating, fishing and conservation, and educate people about the benefits of participation. Take Me Fishing helps boaters and anglers of all ages and experience levels learn, plan and equip for a day on the water. The campaign website, TakeMeFishing.org, features tips and how-to’s that can be used all over the country, tools to compare different styles of boats, 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.

For further information: Stephanie Vatalaro, svatalaro@rbff.org, 703-778-5156

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