Marketing Efforts to Increase Fishing Participation In Oklahoma: A Case History
The Oklahoma Department of Wildlife Conservation (ODWC) has become increasingly concerned about stagnant or declining fishing license sales and a 50% turnover rate among annual fishing license holders. Marketing campaigns were initiated in Oklahoma in an attempt to reverse the trend. During 2001, ODWC partnered with the Recreational Boating and Fishing Foundation (RBFF) to test the effect of supplementing the RBFF national campaign with local marketing efforts. Local fishing directories were produced, RBFF advertising images and messages were customized for advertising, and both were...
