Original Report by Michael Bergin, Oklahoma Dept. of Wildlife Conservation; and Caroline Wilson, Brandt Information Services
Synopsis by Scott Ball, TBW Editor
The Oklahoma Department of Wildlife Conservation has seen that digital ads featuring a mix of still, motion and video elements are highly effective for generating spending among new and lapsed customers. The same goes for strategic text messaging efforts for generating spending among its existing license customer database.
With this grant, ODWC developed a series of ads and supporting marketing materials, funded a digital ad strategy, and employed text, email and push notification strategies.
In addition to strategic placement of digital ads on platforms such as social media and network display, materials were/will be shared where applicable on ODWC’s other platforms, such as our YouTube channel, in customer emails, online via the agency’s Outdoor Oklahoma Journal blog, etc. Content has included calls to action that strategically target customers across the R3 spectrum.
To generate revenue and hunting license sales among new, lapsed and existing customers at key points in the customer journey.
Key metrics include attributable revenue and hunting license sales. Additionally, part of the effort focused on increasing the sale of antlerless licenses specifically and tracking harvest results to better understand the campaign’s impact on participation and management goals. UTM tracking and sales data provided insight into project success.
Altogether, we spent the $50,000 in grant funds plus $2,924 of agency funds. This generated $383,978 in revenue, for an ROI of 7.26. Videos were not completed in time for use as paid ads during the 2020-21 grant cycle. Their future use should boost the ROI figure significantly.
Call to Action
The primary call-to-action theme was “Buy your license at GoOutdoorsOklahoma.com.” An additional call to action focused on increasing participation in the state’s holiday antlerless deer season, with the end goal of helping bolster an agency priority of increasing the percentage of antlerless deer in the total year’s harvest.
Digital ads targeted new and lapsed customers online (the mechanisms required for this effort were already set up through the ODWC’s license vendor relationship) as well as existing customers for retention efforts.
The following 60-second, 30-second and 15-second videos were produced.
Newfound Passion for the Outdoors
Avid Long-Time Waterfowler
A Family Heritage of Hunting
Link: We used this landing page in text messages, push notifications and emails aimed at increasing antlerless deer harvest and used UTM tracking to follow results.