The Association for Conservation Information will be giving 5 states $50,000 each to implement marketing strategies to accomplish recruitment, retention, and reactivation (R3) of hunters and shooters. These marketing strategies will need to be measurable with the number one focus of the results being license sales.

The goal of this Multistate Conservation Grant under the PR Modernization Act is to:
  • Discover state-applicable and successful  R3 marketing tactics that can be documented and replicated in other states;
  • Achieve R3 of hunters and recreational shooters that demonstrates a return on investment of MSCG funds; and
  • Encourage states to employ R3 marketing and raise the profile of how R3 marketing accomplishes R3.
A committee of ACI Members will be choosing the grant funding recipients, and we will strive to choose one state per AFWA region. States will work with the committee to ensure campaigns follow marketing best practices, are properly evaluated, and replicable. Pilot results will be collected into usable reports and shared with all agencies.

Draft Timeline:
September/October 2020 - Applications submitted and recipients selected

October 2020 - April 2021 - Marketing strategies/campaigns implemented

April 2021-July 2021 - We will build a knowledge warehouse to be hosted on the ACI website and R3 Clearinghouse with case studies, all lessons learned, and best practices.

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* 1. What state agency are you applying for? (note only state fish and wildlife agencies may apply)

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* 2. In what Association of Fish and Wildlife Agencies Region is your state located? Check all that apply.

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* 3. Why would your state be the best pilot case for implementing an R3 Marketing project?

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* 4. What makes R3 important to you and your agency?

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* 5. If you received $50,000 to implement R3 Marketing, how would you spend the money? Please detail your budget in this space. Note, the campaign must be completed by April 2021.

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* 6. Please describe your goal, strategies and target audiences and how you will reach them. Here are some examples of what your project might be:
  • Establish Social Influencer Marketing Strategies
  • Develop Marketing Strategies that Institute Churn Rate Control
  • Create Social Media Ad Campaigns to accomplish R3
  • Geofencing projects targeting ranges, retailers, public lands or any other areas
  • Institutionalize a Comprehensive “Shooting Sports to Hunter Customer Journey"

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* 7. Although reach and engagement are important, for this project your target is impact and outcomes that produce a measurable return on investment in terms of actions taken. Value outcomes rather than outputs. For example, new shooters, hunters, hunter education participants, increase in license buyers. Describe the metrics you will use to measure the effectiveness of the campaign in achieving your goal.

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* 8. What sort of owned media would you use to supplement the campaign in combination with the paid efforts?

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* 9. What resources would you create or have in place to support your campaign?

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* 10. Please comment on how your project could be repeated in other states.

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* 11. Attach your marketing plan here.
Create an project overview document including your budget details, goals, tactics, target audience, and timeline for implementation. Examples of this type document can be found at makingitlast.org.

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