MARKETING AND ITS ROLE IN GOVERNMENT CONSERVATION AGENCIES Janice A. Lansing, Undersecretary Louisiana Department of Wildlife and Fisheries

Basic Changes in LDWF Website Website Logo Logo

FRANCOFETE 1999

Challenges and Solutions for Conservation Agencies Declining Participation Declining Participation

Challenges and Solutions for Conservation Agencies Declining Participation Declining Participation Urbanization Urbanization Access Access

Challenges and Solutions for Conservation Agencies Declining Participation Declining Participation Urbanization Urbanization Access Access Societal Trends Societal Trends Generational Changes Generational Changes Non-consumptive users Non-consumptive users Must find a way to capture them Must find a way to capture them

Challenges and Solutions for Conservation Agencies Declining Participation Declining Participation Urbanization Urbanization Access Access Societal Trends Societal Trends Generational Changes Generational Changes Non-consumptive users Non-consumptive users Must find a way to capture them Must find a way to capture them Funding Funding Need partnerships and sponsors Need partnerships and sponsors Creative/new innovative ways to provide your service Creative/new innovative ways to provide your service On-line magazines/publications/electronic license sales On-line magazines/publications/electronic license sales YouTube/Facebook/Twitter and other social networking sites YouTube/Facebook/Twitter and other social networking sites

Lapsed Angler Program

Lapsed Angler Program Results Of the 66,010 lapsed anglers, 17,319 purchased a fishing license for an overall response rate of 26.2%. Of the 66,010 lapsed anglers, 17,319 purchased a fishing license for an overall response rate of 26.2%. 17,319 anglers purchased 20,903 licenses and permits 17,319 anglers purchased 20,903 licenses and permits The program respondents generated $160,164 in gross program revenue during the evaluation period. The program respondents generated $160,164 in gross program revenue during the evaluation period. LDWF and RBFF invested $110,580 in the program combined, resulting in net program revenue of $49,583 and an ROI of 44.8%. LDWF and RBFF invested $110,580 in the program combined, resulting in net program revenue of $49,583 and an ROI of 44.8%. Additionally, an estimated $129,719 may be generated from the Sport Fish Restoration Program as a result of the program. Additionally, an estimated $129,719 may be generated from the Sport Fish Restoration Program as a result of the program.

Role of Marketing in Government Private sector vs. Public Sector Private sector vs. Public Sector No difference No difference Goal is the same Goal is the same

What can you do? Start putting your ideas and plans together Start putting your ideas and plans together Present to your management Present to your management Form partnerships with industry and user groups Form partnerships with industry and user groups Seek financial sponsors Seek financial sponsors Build long-lasting relationships Build long-lasting relationships Never give up Never give up