When you think of fishing, the phrase “female-dominated sport” probably isn’t what comes to mind. The face of fishing and other outdoor water sports has long been typically associated with that of a man. Rachel Piacenza and Kendra Lee from the Recreational Boating and Fishing Foundation join this session to talk about Take Me Fishing, which is run by the Foundation, and its new marketing campaign that strives to put the focus on women in fishing. They share the research tactics they used to discover the typical audience for fishing isn’t what it may seem, how they focused their campaign on a new demographic, why conservation appeals to a younger audience than before, and more.
They discuss:
- How participation and conservation are linked for their organization
- Identifying the motivator that translates to participation and involvement in an organization
- How they transformed a dominantly male association to a sport into a message that appeals to a wider audience
- What outside resources you can use in identifying your audience
- Why authenticity in both messaging and images matters in marketing campaigns
- How to reach a new audience while not diminishing your existing one
Resources:
- Email Rachel at rpiacenza@rbff.org
- Email Kendra at klee@rbff.org
- Recreational Boating and Fishing Foundation website
- Take Me Fishing website
- Follow Take Me Fishing on Twitter at @Take_Me_Fishing
- The Women Anglers Making Waves campaign page and YouTube video
- 60 in 60 campaign
- Mom Approved Places to Fish and Boat Across the Country campaign
- Outside Magazine
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