With the Memorial Day holiday behind us and summer on the horizon, thoughts are turning toward lazy hazy days and the more relaxed pace we all crave. For some, there is nothing like grabbing a fishing pole and a lakeside spot to pass the time. For others, the fishing scene is foreign territory.
The Recreational Boating and Fishing Foundation (RBFF) has been working to change that since 2012 with a national campaign called Take Me Fishing (TakeMeFishing.org). More than just a push to promote the sport or pastime, the campaign was designed to increase environmental stewardship among those who use aquatic resources. Funding for the campaign comes through the U.S. Fish and Wildlife Service.
From a creative and strategic perspective, Take Me Fishing (TMF) gives detailed consideration to its varied audiences while providing turnkey opportunities for promotional partners.
Visual ads weave the common message of promoting fishing using several approaches. For example, ads run by the Utah Division of Wildlife Resources feature breathtaking scenery, reminding nature lovers that sometimes fishing is really about the inherent benefits of being surrounded by natural beauty. Conversely, ads shining above New York City’s Times Square feature the phrase “Get away from all this” – with arrows pointing in every direction, tempting city dwellers to ditch the hubbub in favor of a peaceful lakeside oasis.
Promotional activities also tie in to the campaign. Recently, RBFF announced the launch of their “Catch the Magic” sweepstakes, which offers families the chance to win a “reel” dream getaway to Walt Disney World. As families with young children are one of the campaign’s key target demographics, the tie in works well.
Closer to the consumer level, retailers and organizations who benefit from Take Me Fishing – namely water sports retailers, fishing event leaders, and others – have everything they need at their fingertips to plug into the campaign. On its website are clearly outlined resources such as social media hashtags, marketing and communication materials to support state parks, customizable marketing guides, broadcast public service announcements, event guidelines and a photo library.
Other tools, such as the Take Me Fishing app, offer something for everyone from those who have never picked up a pole to the seasoned fisherman, providing information on fish species, new fishing holes, and boat maintenance tips.
Finally, for the last two years, all of the program elements have been incorporated into a Hispanic Outreach plan, tailoring materials and resources to a “Vamos a Pescar” campaign as well.
From top to bottom, the Take Me Fishing campaign covers all the bases, which most likely explains its longevity in the marketplace. So you might be asking yourself… how can your organization learn a thing or two from a fishing campaign?
Take the time to truly target the messaging. Whether luring harried city dwellers or nature loving enthusiasts, the TMF campaign knows not only who they want to reach, but where those people are and what marketing vehicles are available in those areas.
Create a multifaceted approach. Ads are great. But in partnering them with sweepstakes, in-store promotions, and community events, TMF generated a true buzz-worthy movement.
Provide resources and tools. TMF made it easy for promotional partners to execute on their theme by making online resources available. Easy to use tools have meant more involvement and a more widely cast promotional voice for the message.
If you’d like to strategize your own multifaceted publicity campaign, we’d love to get things started with you. Together we can brainstorm ideas, determine targets, design elements, and cast away, ready to reel in your customer. Give us a call at (203) 762-8833 so we can help you create your own next great fish story.
– BML
