Virginia 2011 Fishing License Marketing Plan

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Elijah Cooper
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1 Virginia 2011 Fishing License Marketing Plan Virginia Department of Game & Inland Fisheries Lee Walker

2 Evaluation Period June 22 through September 14, 2011 Two ing periods Duration period for each mailing averaged 42 days 1 st June 22 through August 3 2 nd August 4 through September 14 2

3 Program Implementation Since last license increase in 2006, DGIF s Target Audience: 85,955 lapsed, recent and current anglers Treatment Group: 73,081 anglers randomly selected (including 12 seed names) Control Group: 12,886 anglers randomly selected with the Treatment Group Incentives: None VDGIF did not purchase additional advertising, In-House promotions included: Virginia Wildlife magazine, electronic news letter, agency s, fishing regulations. 3

4 Response, Lift and Net New Anglers Overall available address total 56,210 30,124 addresses collected In-House freshwater fishing licenses and are optional 26,086 s collected from third-party 7,908 out of the 56, 210 or 14.07% anglers purchased a fishing license during evaluation period, compared to control with 13.43% of the control group. 4

5 Response, Lift and Net New Anglers DGIF s sent to addresses already contained in the angler license database generated lift of 1.25 percentage points, an equivalent net gain of 377 licensed anglers. addresses acquired through a thirdparty appending service generated virtually no lift at all. Anglers who received two s showed roughly twice the lift as those who received just one. 5

6 Anglers Groups with Significant Lift Anglers with licenses expiring in June, the same month as the first was sent, showed the highest statistically significant lift at 3.96 percentage points, an equivalent net gain of 274 anglers. Anglers from suburban neighborhoods showed the highest lift with 1.28 percentage points, or a net gain of 325 licensed anglers. Lift in urban and rural neighborhoods was not statistically significant. Lift among male anglers was 0.94 percentage points or an equivalent net gain of 393 licensed anglers. Lift among female anglers was not statistically. 6

7 Anglers Groups with Significant Lift Anglers in neighborhoods with average household incomes between $75,000 and $99,999 had the highest lift with 1.69 percentage points, a net increase of 142 licensed anglers. No other income groups had statistically significant lift. Anglers who purchased a resident state freshwater fishing license in 2010 showed the highest statistically significant lift of 0.72 percentage points, an equivalent net increase in licensed anglers of 336. No other last license type showed statistically significant lift. 7

8 Revenue & Program Costs 7,908 licenses sold during the program generated total sales of $195, after removing agent fees. $132, generated during the 1st evaluation period and an additional $63, was received during the second The cost to implement the program was $2, in direct expenditures by DGIF for addresses by third-party appending service. DGIF did not have any additional program costs related to advertising or incentives. 8

9 Net Revenue Based on Lift The portion of DGIF s program generated a 0.64 percentage point lift in returning anglers compared to those not contacted by . This is equivalent to a net gain of 361 licensed anglers. Overall, the effort generated $8, in gross revenue from license sales based on lift. Deducting $2, in costs resulted in net revenue of $6, At a cost of $0.04 per recipient and revenue per respondent of $24.74 DGIF s 2010 postcard direct mail costs were $0.84 per lapsed angler. 9

10 Conclusion and Recommendations Overall response rate to the portion of the integrated marketing campaign was higher than the response in 2010 mailed postcard DGIF should focus on increasing the number of customer address it collects during the sale of fishing licenses campaign should include at least two s to all targeted groups. Target anglers during the month that their current license expires is a effective strategy. Develop and test an incentive program in

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