Insights on engaging Hispanics shared at recreational boating and fishing marketing workshop

  The Recreational Boating & Fishing Foundation’s (RBFF) 2015 State Marketing Workshop – Collaborate, Relate and Innovate to Redefine the Customer Experience – was held December 8 – 10 in Dallas, Texas, hosting a record-breaking 128 people representing 49 state agencies, RBFF and its partners and sponsors. Presenters from RBFF, state agencies and industry organizations discussed angler and boater recruitment, retention and reactivation (R3) tips, tools and techniques to better maintain and grow fishing and boating participation throughout the country. Keynote speaker Jay Baer, founder and president of Convince & Convert, kicked off the Workshop with his presentation on Youtility: Why Smart Marketing is About Help not Hype. Jay is a renowned business strategist, advising more than 700 companies since 1994, including Caterpillar, Nike, Allstate and The United Nations and 32 of the FORTUNE 500. The audience was highly engaged during Jay’s presentation, where he challenged attendees to fundamentally rethink their approach to marketing and customer service. “This year’s State Marketing Workshop provided an immense amount of valuable information to our state agency partners, who are vital in our efforts to grow fishing and boating participation,” said RBFF president and CEO Frank Peterson. “I’m pleased to see a great deal of progress in some states and hope that the success of these programs will inspire more states to follow suit, ultimately leading to more anglers and boaters, and increased funding for important conservation initiatives.” Attendees also learned the results of RBFF’s State Innovative R3 Program Grants from the Georgia, Nebraska and Vermont grantees. The Georgia Wildlife Resources Division shared details on our Retention Pilot Program and the Florida Fish and Wildlife Conservation Commission discussed our new partnership to improve the online customer experience to increase license sales. Alix Pedraza of the South Carolina Department of Natural Resources and RBFF’s Hispanic marketing agency, Lopez Negrete Communications, shared insights to better engage the growing Hispanic audience. RBFF would like to thank the generous sponsors of the 2015 State Marketing Workshop: Diamond Sponsors – Brandt Information Services and J.F. Griffin Publishing; Platinum Sponsors – the American Sportfishing Association (ASA) and Discover Boating; Gold Sponsors – Active Network, Bass Pro Shops, GovDelivery and Southwick Associates; Silver Sponsors – Brunswick Freshwater Group and Ogilvy Public Relations; Bronze Sponsors – the Association of Fish & Wildlife Agencies (AFWA), the Association of Marina Industries (AMI), Colle + McVoy, Eureka Facts, LLC, Info-Link, Lopez Negrete Communications and SourceLink. Resources, including all presentations, from the 2015 State Marketing Workshop can be downloaded under the State Agency Partnerships tab on

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