Faced with continuing declines in license sales, Florida Game and Fresh Water Fish Commission (GFC) opted to identify areas of declining sales within the state and focus on developing tactics designed to increase participation and license sales in specific counties. Counties were identified based on historic sales trends and a test program was developed to see if a concerted effort in a tighter geography would be more productive than generic programs instituted statewide. Two counties with declining license sales and 1 county with growing license sales were selected for the initial phase. Regional staff was asked to participate in a strength, weakness, opportunities, and threats (SWOT) analysis and then participate in developing communications and promotional tactics designed to increase license sales in the specific counties. Tactics have been developed and implementation is beginning.