Faced with declines in participation and license revenue, combined with increasing difficulty in securing general revenue funds, the Florida Game and Fresh Water Fish Commission leadership concluded that changes in the way the entire agency conducted itself appeared to be the only long term solution to the problem. Marketing principles were instituted agency-wide as a primary management tool. Marketing at the Commission would be a function everyone participated in, not just a promotional department. Problem solving, customer recognition, and orientation have become the guiding force of the agency. Promotional programs have been put into place based on an increased understanding of all stakeholders' wants and needs.