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In the spring of 2018, the Iowa Department of Natural Resources (IA DNR) created the “Fish Local” campaign to increase fishing participation in the state’s Des Moines metro area. The goal of the program was to promote fishing locations in areas that were easily accessible for families, in addition to encouraging people to spend time outdoors with a fun and relaxing pastime. The DNR targeted a group of inconsistent and lapsed anglers who resided in these communities with several marketing efforts.

The marketing campaign consisted of postcard mailings, emails, social media promoted posts, digital banners and more. IA DNR’s efforts resulted in Gross revenue of $45,345!

Building on community partnerships was an important aspect of their outreach. “The Fish Local marketing campaign is one of the most successful efforts we have undertaken, with positive revenue results and long-lasting partnerships with communities.” States Joe Larscheid, Fisheries Bureau Chief.

Check out the case study on how IA DNR implemented this campaign. For other state success stories, please visit the R3 webpage. If you have any questions, please contact Joanne Martonik at jmartonik@rbff.org.