Throughout the years these programs have helped bring over 1.7 million anglers and boaters back to the water, providing states with valuable funds for conservation efforts. -Frank Peterson, RBFF President & CEO
ALEXANDRIA, VA (April 2, 2015) – The Recreational Boating & Fishing Foundation (RBFF) today announced the 2015 launch of its State Marketing Program, a nationwide effort to increase fishing license sales and boat registrations among lapsed participants. The 2015 program, which is being conducted in partnership with 29 state agencies for the State Fishing License Marketing Program and 20 state agencies for the State Boat Registration Marketing Program, targets lapsed anglers and boaters with marketing materials that encourage them to buy a fishing license or register their boat. Previous years’ programs have enjoyed impressive success, resulting in more than $41.6 million cumulative gross program revenue for participating states.
“Our State Marketing Program continues to be a key component in our overall strategy to increase participation,” said RBFF President and CEO Frank Peterson. “Throughout the years these programs have helped bring over 1.7 million anglers and boaters back to the water, providing states with valuable funds for conservation efforts.”
The State Fishing License Marketing Program, now in its eighth year, includes outreach to lapsed anglers who haven’t renewed their fishing license for at least one season. This year’s program will consist solely of email messaging in the 29 participating states. The 2014 program resulted in more than 268,000 licenses sold and $5.42 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 to lapsed boaters in 20 states. The 2014 campaign resulted in more than 43,000 boats re-registered and $1.60 million in gross program revenue.
Both of the programs are funded entirely by RBFF, with states receiving all of the revenue that the programs generate. RBFF provides states with customizable 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. 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.