COUNCIL MEETING

February 5, 2016

AGENDA

1. Media Recap & Website Results

2. Social Media Strategy Update

3. 2016 Campaign Development Status

4. Quantitative Awareness Research Review with Corona Insights

FALL FLOWCHART

FALL 2015 MEDIA OBJECTIVES

Implement state-wide awareness via TV and Online coverage

Target non-anglers and non-hunters

Fall Campaign set to coincide with hunting season

FALL 2015 TV SCHEDULE

TV purchased in Denver, Colorado Springs and Grand Junction

Cable purchased in Durango to provide coverage of southwest corridorProgramming focused on news due to broad reach, live viewing, consistent

audience and cost efficiencies

TOTAL EST FALL A25-54 GRPS

ACTUAL FALL A25-54 GRPS %

1,300.0 1,224.3 94.2%

ONLINE SCHEDULE

Online set to target outdoor enthusiasts across hundreds of local and national sites

Ads contextually and behaviorally targeted within editorial focused sites and among adults who have shown an interest in outdoor activities

Maintain 850,000 weekly impressions over 14 on-air weeks for a total of 11,900,000 impressions

Benchmark click-thru-rate of .10%

FALL ONLINE DELIVERY SUMMARY

Sept-Dec 2015:

Webpage Click-Through View-Through

Homepage (Hug A Hunter) 6,382 154

Homepage (Hug An Angler) 2,370 45

Homepage (Fishing with Dad) 39 8

Hug A Hunter Become a Hunter/Angler 16 6

Hug A Hunter About The Wildlife Council Who We Are 3 15

Hug A Hunter Contact 14 3

Hug A Hunter About The Wildlife Council Reports 4 10

Other 60 17

9,146 total site interactions as a result of banner ads 97% of clicks emanated directly from banner ads (click-through)

258 site interactions were a direct result of ad exposure, but didn’t originate from clicks (view-through)

PAID HAH ONLINE BANNER ACTIVITY

IMPRESSIONS CLICKS CTR CPC

GOAL 11,900,000 11,407 0.10% $3.91

ACTUAL 12,953,185 13,625 0.11% $2.85

SEPTEMBER- DECEMBER, 2015

PROOF OF PERFORMANCE EXAMPLE #1

PROOF OF PERFORMANCE EXAMPLE #2

PROOF OF PERFORMANCE EXAMPLE #3

TOTAL HAH WEBSITE ACTIVITY

SEPT OCT NOV DEC JAN

Sessions 2,178 3,279 2,511 1,110

Pages / Sessions 1.38 1.27 1.33 1.34

Avg. Session Duration :49 :36 :46 :29

SEPT. 1, 2015 - JANUARY 30, 2016

Social Media Strategy Update

2016 Campaign Development Status

2

3

1Media Recap and Website Results

4Quantitative Research Update

SOCIAL MEDIA OVERVIEWSocial Media Strategy Objective:

“Wildlife Inspires All of Us”

FLIGHT #3: WILDLIFE INSPIRED ART 11/30 - 1/10

Posts Total Reach (unique visitors) Organic Reach Paid

ReachTotal Page

LikesTotal Post

LikesTotal Post Comments

Total Post Shares

Results from Flight #3

(11/30-1/10)38 87,362 69,238 18,124 268 2,496 122 410

• Significant increase in reach and engagement from Flight #1- Flight #3

Results from Flight #1

(9/10-10/19)16 34,976 34,976 0 30 631 65 51

Results from Flight #2

(10/19-11/29)16 20,440 9,277 11,163 22 443 95 55

INSTAGRAM 9/10 - 1/27

Hug A Hunter’s Instagram following has doubled since Flight #2The Top 5 “most liked” media ever is from the campaign #4.

FLIGHT #4: WILDLIFE IN OUR OWN BACKYARDS 1/11 - 2/21

Objective: Discover wildlife in our own backyard and encourage people to share the experience

Highlights

• User-generated content to drive engagement • Drive Facebook followers to Hug A Hunter’s Instagram

FLIGHT #4: OVERVIEW

Current Series: Wildlife in Our Own Backyard

Ever seen an elk grazing by your clothesline or bighorn sheep stopping traffic at a trailhead? Living where we live, you don't have to go far to get wild. Share your wildlife pics with us! Whether it's out your front door, through your car window, or at 14,000 feet, it's all in Colorado's backyard. Tag it #HugAHunter

📷 @gordonseriously spotted at Lookout Mountain

FLIGHT #4: OVERVIEW

Social Media Strategy Update

2016 Campaign Development Status

2

3

1Media Recap and Website Results

4Quantitative Research Update

2016 CAMPAIGN DEVELOPMENT STATUS

Q&A from Council Members

Required Next Steps:Campaign TimingCampaign MessagingCampaign Budget

Social Media Strategy Update 2

1Media Recap and Website Results

4Quantitative Research Update

32016 Campaign Development Status

QUANTITATIVE RESEARCH UPDATE

Kevin Raines from Corona Insights.See separate Keynote recap.