MAFWA Small Game Diversity and Inclusion Outreach Toolkit: Phase 2
Strategic Priority
Recruitment, Retention, Reactivation (R3) - Engaging Participants
Project Documents
Project Description
Although more diverse constituents are on the landscape than ever, agencies lack access to inclusive and tested outreach materials. Without those culturally sensitive resources, the efforts to reach diverse audiences to increase participation in small game hunting and other outdoor recreation activities are often hollow, racially skewed, gender-biased, and linguistically inaccessible. This project will assist states with the implementation of the MAFWA Small Game Diversity and Inclusion Outreach Toolkit and evaluate its efficacy. Evaluation results will identify best practices that every State can follow to increase the meaningful representation of women and people of color in agency resources while building agency relevance for the future.
Project Facts
- Organization Name: Midwest Association of Fish And Wildlife Agencies
- Organization Status: NGO classified as 501(c)(6)
- State: Wisconsin
- Obligation: $217,500
- Start Date: 01-01-2022
- End Date: 12-31-2022
Results
This pilot study provided 5 Midwest states with $30,000 each to create, place, and run advertisements utilizing the new photos resulting from the 2021 MSCG project. Interested states applied to the MAFWA R3 and Relevancy Committee. South Dakota, Nebraska, Iowa, Wisconsin, and Kentucky were chosen to participate. Subawards were executed with each of the selected states or directly with their marketing firm of choice.
Service contracts for $25,000 each were also entered into with DJ Case and Associates and Gud Marketing. Gud Marketing worked with the individual pilot states and their marketing firm to develop a comprehensive marketing strategy to implement the toolkit with owned, earned, and paid media options. This ensured key consistencies regarding execution among the
pilot states, allowing the best chance at optimal performance and evaluation of the campaign efforts. DJ Case and Associates worked with the pilot states and corresponding marketing firms to identify and select the evaluation metrics that were used to determine overall campaign effectiveness.
Each state developed and ran a campaign using the test photos. When the five campaigns were combined, messages featuring Black, Hispanic, and/or Female hunters reached 19,574,150 individuals. They motivated 46,579 of those individuals to click the messages to learn more about small-game hunting. Although the campaigns were very different from state to state, the case
studies were formatted in parallel structure for easier comparison.
Results, best practices, and lessons learned were shared at the WAFWA R3 Work Group Meeting held January 8-9, 2023, in Santa Ana Pueblo, New Mexico. They were also shared at the MAFWA R3 & Relevancy Committee Meeting held February 13-15, 2023, in Overland Park, Kansas. DJ Case and Associates completed the final report. Project results and the final report were posted in
the National R3 Clearinghouse. The final performance report was completed, and the grant was closed in March 2023.
Results, best practices, and lessons learned will be presented at the National R3 Symposium held May 22-23, 2023, in Albuquerque, New Mexico—ongoing implementation and usage of the Small Game Diversity and Inclusion Outreach Toolkit by Midwest states.
