R3 Marketing Grant – Georgia’s Experience
By Scott Ball, TBW Editor
In May, Iowa shared its experience after receiving a $50,000 R3 Marketing grant from ACI (via AFWA). Georgia DNR, Wildlife Resources Division (WRD) also received a grant. Below is a summary of Georgia’s marketing campaign, with excerpts from a report submitted by Lacey Creech, Aubrey Pawlikowski and Kelsey Hersey.
Georgia aimed its campaign at 16-30-year-olds who purchased their first license in 2020 or met other criteria (e.g., membership in certain Facebook groups, shopped at certain retailers). The campaign goal was “To engage current WRD license holders to reduce 2021 churn risk, as well as drive hunting license revenue from current fishing license holders.”
WRD developed a series of videos showing a diverse group of young adults enjoying an outdoor weekend together. WRD developed a web page to host the video along with supporting content and Facebook ads on why you should make your weekend plans outdoors with friends, and what you need to know.
Video production took place from November to December. Ads were live from mid-January until March, with regular monitoring and access to real-time data dashboard to view digital ad performance metrics, as well as website analytics.
WRD’s campaign was a success, generating over $434,000 in revenue from an ultimate expenditure of just under $73,000. In addition, they can reuse the content in future years, while other states can take advantage of Georgia’s efforts by replicating the video series and web page content.
You can read the report in its entirety – with links to the videos – by clicking here.
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