CPW Marketing FISCAL YEAR OVERVIEW

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Annabelle Blake
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1 CPW Marketing FISCAL YEAR OVERVIEW

2 Spring Turkey Application Deadline 2/12/ Habitat Stamp on Sale 12/3/14 Annual Fishing, Small Game/Combo Waterfowl, Stamp(s) Licenses (Apr 1 Mar 31) on Sale 3/11/15 Mtn Lion on Sale 3/11/ CPW Product Availability for CUSTOMER Purchases S. Turkey OTC* on Sale 3/11/15 Big Game (BG)** Limited License Application Deadline 4/7/15 15/16 Federal Duck Stamp 7/1/15 Elk & Deer Leftover Mail Draw App Deadline 7/7/15 Fall Turkey Application Deadline 7/9/15 BG OTC* Licenses on Sale 7/21/15 9:00 a.m. Turk OTC & Leftover Licenses & BG Leftover Limited Licenses On Sale 8/4/15 9:00 a.m. In Person/By Phone BG Leftover Limited Licenses 8/5/15 Online Jan 42 State Parks Park Activities are Listed Online CPW.state.co.us Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Boat Reg: Jan 1 Dec 31 OHV Reg: Apr 1 Mar 31 Snowmobile Reg: Oct 1 Sept 30 Camping Reservations 6 mos in advance 3 days prior Denver Metro or CAMP (2267) State Park Passes Year-round ($70/60) & Daily ($7/$9) *OTC = Over-The-Counter Licenses (no application required) **Big Game = Elk, Deer, Pronghorn, Moose, Bear, Rocky, Mountain Bighorn Sheep, Desert Bighorn Sheep and Mountain Goat License Decision Questions? -Species -Method of take -Where -When Most hunting licenses are valid for season dates by species.

3 Traditional Marketing

5 Broadcast Sportsman s Network and Outdoor Chanel Comcast Cable Total Traffic Network

6 Small Game Promotion Pheasants Forever Sponsorship and Hunt Game Quick Guide created SG Web page redesign Small Game/Combo s to new H.E. students

7 Social Media Goals Share the incredible outdoor recreation opportunities in Colorado Build community of outdoor enthusiasts - engage them Communicate goals and objectives of agency

8 facebook 67,000 likes (doubled in a year) We are reaching a demographic We reach 50,000 people per post.

9 Simple Is often Better

10 Instagram

11 ColoradoOutdoorsMag.com Launched in 2014 Will reach 250,000 readers this year Utilizes blogs, videos, and photo essays Promotes hunting, fishing and outdoor recreation opportunities on state parks

12 What Next? Need a comprehensive and unified marketing strategy and message Hired Pilgrim advertising Worked with a cross section of employees from around the state

13 CPW Marketing Plan Update Parks & Wildlife Commission - July 9th 2015 Presented by Chris Clemens, PILGRIM Advertising

14 Situation Combined state agencies since Colorado unique in its wide range of recreational opportunities. Accelerating population growth. 2

15 Situation Participation in outdoor recreation is high. 66% of all Colorado residents recreate outdoors at least one day per week. Large economic benefits to the state in terms of GDP, tax revenues, tourism, jobs. 3

16 Challenges Urbanized population. Little awareness or understanding of role CPW plays. User-supported model may not be sustainable. Without public support, difficult to maintain viable business model. 4

17 Marketing Plan Objectives Future-facing perspective. Unified positioning / messaging. Build course of action for communicating CPW s role. Build long-term, broad-based support for CPW s efforts and demand for its offerings. Among all Coloradans, not just those who currently hunt, fish or use state parks. 5

18 Approach Develop multi-year plan. Recommend marketing tools to increase awareness and appreciation of the benefits CPW brings. Encourage greater direct participation in outdoor recreation activities by all Coloradans. Drive increases in purchase of hunting and fishing licenses, parks passes, camping reservations, etc. 6

19 Methodology Audit of existing third-party and internal research studies. Telephone interviews with key stakeholders across the state. One-day marketing workshop in Denver with approximately 25 participants. Incorporated learning from 4 years of working with Wildlife Council. 7

20 SWOT Analysis Strengths: variety, conservation, impact, education. Weaknesses: complexity, perceived bias, bureaucracy. Opportunities: demographics, economy, pride in Colorado, interests, technology. Threats: financial sustainability, population growth, shrinking resources, urbanization. Underlying lack of basic knowledge about CPW, it s role, how it s funded. 8

21 Brand Architecture Basic positioning or messaging structure for the entire marketing effort. Why it s important: provides a unified, consistent platform, serves as foundation of campaign. An internal battle cry. What it s not: not intended to be used as headlines or taglines. 9

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24 Audiences Next most important element of the plan: who it needs to talk to, what we want them to do. We ve categorized our audiences by frequency of product usage. Or, in our case: based on their frequency of outdoor recreation. Underlying premise: the more people use and experience the outdoors, the more connected / appreciative they re likely to become over time. Roadmap displays different stages our audience goes through 12

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27 Coordinated Campaign Marketing doesn't happen on its own. Planning ahead for overlap, shared outcomes. Example: Colorado Wildlife Council's "Hug a Hunter" campaign. 15

28 To educate the general public about the benefits of wildlife, Professional wildlife management and wildlife-related recreational opportunities in Colorado, specifically hunting and fishing. 16

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30 Recap Forward-focused marketing plan Simplified brand messaging architecture Audience migration roadmap Coordination with other state efforts 18

31 Next Steps

Developing A State Agency Brand. Maine Department of Inland Fisheries and Wildlife

Developing A State Agency Brand Maine Department of Inland Fisheries and Wildlife First Steps In 2016, MDIFW contracted Responsive Management to conduct research on the Agency s standing with the general