RBFF Launches New Hispanic Campaign VAMOS A PESCAR. April 24, 2014

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1 RBFF Launches New Hispanic Campaign VAMOS A PESCAR April 24, 2014

2 OVERVIEW Growing Participation in Fishing & Boating o The Hispanic Opportunity o Target Market Segmentation o The Plan Vamos a Pescar! o Resources for You

3 THE HISPANIC OPPORTUNITY

4 53 MILLION STRONG & GROWING Hispanic Population Count Today: 17% 21.9% 25.0% 27.9% % % of Total Total (in millions) 16.3% 19.1% % % % Actual Forecast Source: U.S. Census Decennial Census 1980, 1990, 2000, National Projections Released December 2012.

5 MAJOR CONSUMER FORCE 20% of the U.S. Adult Population is Hispanic San Francisco 28% Fresno 59% Chicago 24% New York 26% Los Angeles 49% Phoenix 32% El Paso 76% Dallas 31% Austin 34% Houston 40% Tampa 20% Orlando 24% San Antonio 57% Harlingen 91% Ft. Myers 30% Miami 51% Source: The Nielsen Company, 2014 TV Universe Estimates. HA18-49

6 HISPANIC GROWTH Under 5 5 to 9 10 to to to to to to to to to to to to to to 79 Hispanic Non-Hispanic White 10% 5% 0% 5% 10% Hispanic Baby Boom vs. Non-Hispanic Baby Boomers Source: US Census Bureau, 2010 Census & 2008 Population Projections, Pew Hispanic Center

7 EMERGING MIDDLE CLASS Total US HH Income $100K+ $75-100K $35-75K Under $35K Hispanics 7% 7% 13% 11% 34% 35% 52% 41% Non- Hispanics 27% 13% 32% 32% Source: Geoscape. American Marketscape DataStream 2013 Series. Produced by the Geoscape Intelligence System (GIS) The data herein contained will be used exclusively for advertising/media decisions related to Univision. Any other use must be explicitly licensed from Geoscape.

8 HISPANICS DRIVE SPENDING GROWTH 100% of the growth in sales is going to come from multicultural customers Tony Rogers SVP Brand Marketing Walmart October 31, 2012

9 HISPANIC FISHING 33M U.S. Anglers 3.1M New U.S. Anglers 1.6M are Hispanic 99K New Hispanic Anglers

10 HISPANIC BOATING 8.4% of boating participants are Hispanic vs. 15.3% of the adult population i.e., almost half of fair share 7.7% of current boat owners 2.4% of past boat owners i.e., less of a past involvement in boating Source: NMMA, 2012 Recreational Boating Statistical Abstract

11 OUTDOOR ACTIVITIES REQUIRING A BOAT Boat ownership may be limited, but is not limiting to boat-related activities. OWN A BOAT CANOEING/KAYAKING POWER BOATING JET SKIING/WAVE RUNNING/WATER BIKING WATER SKIING SAILING HISP SOCIAL ANGLERS HISP HAPPY HIKERS HISP FISHING FANATICS 0% 5% 10% 15% 20% 25% 30% 35% 40% Source: Simmons NCHS Adult Winter year Study, Base = CA, FL and TX.

12 TARGET MARKET SEGMENTATION

13 HISPANIC TARGETS HAPPY HIKERS Family-oriented nature lovers whose lives revolve around their kids. They plan activities around budget and time constraints, with fishing rarely, if ever, making the short list. SOCIAL ANGLERS Highly active recreation-minded singles and couples. They fish on occasion, but it's activities like hiking, camping, tubing and mountain biking that deliver the active thrills they seek. FISHING FANATICS Avid anglers who adamantly believe fishing is more a religion than a sport, and their shrine's in the garage. They get out on water to drop a line every chance they get.

14 TARGET MARKET SIZE Not Outdoors 14.2 MM Target Segment Universe HAPPY HIKERS 5.9 MM FISHING FANATICS SOCIAL ANGLERS 5.1 MM 3.3 MM Sources: Simmons NCHS Adult Winter year Study; NCS Teens Study Fall 2012

15 KEY BARRIERS Lack of exposure and experience Fishing perceived as passive, waiting game Full family participation is often difficult Outdoor activities in general waning Money is a major issue, whether real/perceived State licenses, regulations are problematic Culturally relevant invitation is missing

16 OVERCOMING BARRIERS Happy Hikers and Social Anglers Fishing Fanatics Exposure Inform Engagement Top of Mind Awareness Fun, Family, Exciting Relevant, Relatable Knowledge How to Fish Rules, Regulations, Guidelines Help/Resources Experience for Self Live the Thrill of the Catch Feel Fun, Excitement

17 THE PLAN

18 FIVE-YEAR PLAN 2013 CONTENT DEVELOPMENT Develop creative assets and campaign microsite, needed for launch (leverage existing TMF assets) TEST MARKETS Launch Hispanic program in two pilot states, develop associations with media and retail partners MARKET EXPANSION Evolve program to build upon test market learning/results, expand nationally, add television/psas CONTINUITY Build on program s national reach CONTINUITY Continue to optimize program based on KPIs.

19 PILOT STATES TX FL Hispanic Population % 24% Hispanic As Percent Of Anglers (Per State) Hispanic Anglers 17% 5% 471K 111K

20 VAMOSAPESCAR.ORG

21 CAMPAIGN ASSETS Search Engine Marketing (SEM) Digital Advertising Radio Events PSAs (TV & Radio)

22 HISPANIC MEDIA APR 14 MAY JUN JUL AUG SEP OCT NOV DEC JAN 15 FEB 15 MAR 15 Desktop Display Mobile Display SEM *Desktop, Tablet, Mobile Radio Events PSAs TV, Radio

23 CAMPAIGN GOALS Increase Vamos a Pescar brand awareness and brand influence Increase in fishing participation Increase in motorized boating participation Direct license sales at events collection at events.

24 RESOURCES FOR YOU

25 RESEARCH & LEARNINGS Research & Webinar Online:

26 PHOTO LIBRARY Photos Online:

27 HOW-TO VIDEOS How To Videos on YouTube:

28 TV & RADIO PSA PSA On YouTube: PSA download site:

29 WEBSITE LINK Web banner:

30 NEXT STEPS

31 AVAILABLE SOON

32 IN DEVELOPMENT Hispanic Readiness Checklist *New* Spanish Beginner s Guide to Boating Hispanic Family Video with Discover Boating Quarterly Newsletter More How-To Videos Continuing Education & Research Webinar 2.0 Retail Point of Sale Kit

33 NEWS & INFO NewsWaves: LinkedIn:

34 Gracias