Florida’s five-year fishing promo and sustainable market strategies Bob Wattendorf and Scott Ball

Primary Strategies Habitat Enhancement Stocking Improved Access Regulation Management Education and Outreach

Total Licensing System

Seniors and other exempt anglers

Nonresidents VISIT FLORIDA Welcome Center

The first five years, (before the promo) monthly sales were ~100 licenses at best. With the promo, we have sold nearly 1,200 in a month.

Overall Satisfaction with Promotion: Very Good:67% Good:33% Neutral:0% Poor:0% Very Poor:0%

Satisfaction with last fishing trip: Very Satisfied:52% Satisfied:33% Neutral:12% Dissatisfied:3% Very Dissatisfied:0%

5-Year Buyer Fishing Habits More Freshwater Fishing - IN Florida: 6%18%15%21%39% Saltwater Fishing - IN Florida: 21%36%12% 3%27% Freshwater Fishing - Elsewhere:85% 9% 0% 3% 3% Saltwater Fishing - Elsewhere:88%12% 0% 0% 0% Average Trip Duration:4.4 hours Average Amount Spent on Last Trip:$69.80

Effective October 1, 2007:  Annual resident: $15.50 (was $12)  Annual Nonresident: $45.50 (was $30)  3-day: $15.50 (new)  7-day: $28.50 (was $15)

Conclusion: The quality of the resource, access and the fishing experience still reign supreme – but marketing can help.

And remember: It doesn’t matter what you’re marketing as long as you get the word out.