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Hunting in Oregon: Evaluation of an Advertising Campaign to Encourage Great Hunting Participation - 2011

Hunting in Oregon: Evaluation of an Advertising Campaign to Encourage Great Hunting Participation - 2011

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Published by shootingcouncil
In 2010, Oregon's Division of Fish and Wildlife (ODFW) and the National Shooting Sports Foundation launched a statewide marketing campaign to boost hunting and encourage visits to their online hunting map. The effort included a direct mailing to lapsed big game and other hunters, and statewide advertising online, in newspapers and in magazines. An overview of the advertising media and dates are in appendices Aand B, along with a sample of the advertising copy and imagery used in the campaign.

Source: Southwick Associates
In 2010, Oregon's Division of Fish and Wildlife (ODFW) and the National Shooting Sports Foundation launched a statewide marketing campaign to boost hunting and encourage visits to their online hunting map. The effort included a direct mailing to lapsed big game and other hunters, and statewide advertising online, in newspapers and in magazines. An overview of the advertising media and dates are in appendices Aand B, along with a sample of the advertising copy and imagery used in the campaign.

Source: Southwick Associates

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Published by: shootingcouncil on Jun 29, 2012
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07/03/2012

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Hunting in Oregon:
Evaluation of an Advertising Campaign to Encourage Great Hunting Participation 
 
For 
the National Shooting Sports Foundationand the Oregon Division of Fish and Wildlife
By 
Southwick Associates
May 2011
PO Box 6435Fernandina Beach, FL 32035Tel (904) 277-9765
www.southwickassociates.com 
This project is supported by the National Shooting Sports Foundation, Inc.
 
INTRODUCTION
In 2010, Oregon's Division of Fish and Wildlife (ODFW) and the National ShootingSports Foundation launched a statewide marketing campaign to boost hunting andencourage visits to their online hunting map. The effort included a direct mailing tolapsed big game and other hunters, and statewide advertising online, in newspapersand in magazines. An overview of the advertising media and dates are in appendices Aand B, along with a sample of the advertising copy and imagery used in the campaign.
RESULTS
Direct Mail Campaign 
In late summer 2010, postcards were mailed to 34,999 people randomly selected fromamong past hunters who had obtained a Big Game and other licenses in 2007, 2008 or2009. The purpose was to test if direct mail promoting new hunting information tools(an online information map) could boost the rate of hunting license renewals. Thepostcard included a graphic image and message encouraging them to renew theirlicenses. Other hunters who had also obtained a license during that same period werenot sent a postcard and were held as a control group to help measure the effectivenessof the mailing.Following the mailing of the postcard, the treatment and control groups were compared.It was determined that 14,432 hunters on the mail list (41.2%) obtained their licenses.However, from the control group, 41.7% obtained their licenses during the same period(Table 1). The results suggest that the postcard had no effect on hunting licenserenewal rates since no statistical difference in response rates were seen betweentreatment and control groups.
Table 1. Purchase Rates of Direct Mail Target Audience by Hunter Type
Hunter
 
Type#
 
on
 
Mail
 
List#
 
Purchasing
 
2010
 
License
 
or
 
TagPurchase
 
RateControl
 
Group
 
Purchase
 
RateLift
 
Value
 
(Percentage
 
Points)Increase
 
in
 
License
 
&
 
Tag
 
Sales%
 
Increase
 
in
 
License
 
&
 
Tag
 
SalesBig
 
Game
 
+
 
Other
 
4,865
 
2,492
 
51.2% 54.0%
2.83
137
5.2%Big
 
Game
 
Only
 
30,134
 
11,940
 
39.6% 39.7%
0.12
36
0.3%Total
 
34,999
 
14,432
 
41.2% 41.7%
0.46
161
1.1%
Note:
 
The
 
 purchase
 
rates
 
of 
 
the
 
treatment 
 
and 
 
control 
 
groups
 
are
 
not 
 
statistically 
 
different.
 
 
 Oregonhuntingmap.com Promotions 
ODFW’s advertising campaign included verbiage that encouraged readers to visit theironline hunting map. This map was developed previously via an Hunting HeritagePartnership (HHP) grant awarded by the National Shooting Sports Foundation (NSSF).A screen shot of a page from the map is in Appendix C. Webpage usage was tracked,and pre- and post-season surveys were conducted asking a range of questionsregarding map usage and hunting habits. The pre-season survey was designed tocollect contact names for the post-season survey, and offered one of two free uplandgamebird hunts as a means to gather this information. The post-season survey alsooffered one of two free upland gamebird hunts as an incentive to take the survey.Results and benefits of Oregon’s online map-oriented Models of Success program werecalculated using estimates of user visits from Google Analytics and responses to thepost-effort evaluation survey. Results include the following:
Number of unique visitors to the website during survey period:
36,000 × .2 (assumes 80% are “incidental” visitors) = 7,200 unique visitors
Basic utility of website – does it serve its purpose?
86% (705) found the map very helpful or somewhat helpful
12.5% (109) were neutral; 7% (61) found it somewhat or very unhelpful
60.4% (255) used the map to help plan their hunts
90.9% (229) of those used it to find a place to hunt (main purpose of map)
Benefit to Oregon’s Economy
60.4% (255) used the map to help plan their hunts
34.8% (88) reported they hunted more frequently as a result of the map
Of those, they hunted an average of 6.2 extra days because of map
7,200 unique visitors × .604 × .348 × 6.2 days = 9,383 additional hunter daysdue to the map.
9,383 hunter days × $157 spent per hunter day
1
=
$1,473,000 in newexpenditures (travel and equipment) that the map helped stimulate inthe four month evaluation period in 2010.
Benefit to Hunter Recruitment
84.2% (352) took someone hunting with them
34.4% (115) were people who had never hunted before
31.7% (110) used the map to assist in efforts to take that person hunting
.842 × .344 × .317 = 9.2% of respondents used the map to help takesomeone hunting who had never hunted before.
1
Dean Runyan and Associates, Fishing, Hunting, Wildlife Viewing and Shellfishing in Oregon; 2008 State andCounty Expenditure Estimates

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