MARKETING AND MARKETING AND ITS ROLE IN ITS ROLE IN

GOVERNMENT GOVERNMENT CONSERVATION CONSERVATION

AGENCIESAGENCIESJanice A. Lansing, UndersecretaryJanice A. Lansing, Undersecretary

Louisiana Department of Wildlife and Louisiana Department of Wildlife and FisheriesFisheries

Basic Changes in LDWFBasic Changes in LDWF

WebsiteWebsite LogoLogo

FRANCOFETE 1999FRANCOFETE 1999

Challenges and Solutions Challenges and Solutions for Conservation Agenciesfor Conservation Agencies

Declining ParticipationDeclining Participation

Challenges and Solutions Challenges and Solutions for Conservation Agenciesfor Conservation Agencies

Declining ParticipationDeclining Participation UrbanizationUrbanization

AccessAccess

Challenges and Solutions Challenges and Solutions for Conservation Agenciesfor Conservation Agencies

Declining ParticipationDeclining Participation UrbanizationUrbanization

AccessAccess Societal TrendsSocietal Trends

Generational ChangesGenerational Changes Non-consumptive usersNon-consumptive users

Must find a way to capture themMust find a way to capture them

Challenges and Solutions Challenges and Solutions for Conservation Agenciesfor Conservation Agencies

Declining ParticipationDeclining Participation UrbanizationUrbanization

AccessAccess Societal TrendsSocietal Trends

Generational ChangesGenerational Changes Non-consumptive usersNon-consumptive users

Must find a way to capture themMust find a way to capture them FundingFunding

Need partnerships and sponsorsNeed partnerships and sponsors Creative/new innovative ways to provide your serviceCreative/new innovative ways to provide your service On-line magazines/publications/electronic license salesOn-line magazines/publications/electronic license sales YouTube/Facebook/Twitter and other social networking YouTube/Facebook/Twitter and other social networking

sitessites

Lapsed Angler ProgramLapsed Angler Program

Lapsed Angler ProgramLapsed Angler Program

Lapsed Angler ProgramLapsed Angler Program

Lapsed Angler ProgramLapsed Angler Program

Lapsed Angler ProgramLapsed Angler ProgramResultsResults

Of the 66,010 lapsed anglers, 17,319 purchased a Of the 66,010 lapsed anglers, 17,319 purchased a fishing license for an overall response rate of 26.2%.fishing license for an overall response rate of 26.2%.

17,319 anglers purchased 20,903 licenses and permits17,319 anglers purchased 20,903 licenses and permits

The program respondents generated $160,164 in The program respondents generated $160,164 in gross program revenue during the evaluation period.gross program revenue during the evaluation period.

LDWF and RBFF invested $110,580 in the program LDWF and RBFF invested $110,580 in the program combined, resulting in net program revenue of combined, resulting in net program revenue of $49,583 and an ROI of 44.8%.  $49,583 and an ROI of 44.8%. 

Additionally, an estimated $129,719 may be generated Additionally, an estimated $129,719 may be generated from the Sport Fish Restoration Program as a result of from the Sport Fish Restoration Program as a result of the program.the program.

Role of Marketing in Role of Marketing in GovernmentGovernment

Private sector vs. Public SectorPrivate sector vs. Public Sector No differenceNo difference Goal is the sameGoal is the same

What can you do?What can you do?

Start putting your ideas and plans Start putting your ideas and plans togethertogether

Present to your managementPresent to your management Form partnerships with industry and Form partnerships with industry and

user groupsuser groups Seek financial sponsorsSeek financial sponsors Build long-lasting relationshipsBuild long-lasting relationships Never give upNever give up