Attracting New Customers with a Social Media Video Marketing Campaign

This proposal builds on previous efforts to use visually and emotionally appealing recruitment materials created and tested under two prior MSCGs (F19AP00100, F22AP00531). The aim is to attract potential customers aged 18 to 34 to visit agency “how-to-hunt/how to shoot” web pages. By employing cutting-edge marketing strategies, we will distribute these materials and monitor conversion rates in the Southeast region. These products are specifically designed to raise awareness about the vital role of hunting and shooting in conservation and to foster emotional connections and engagement with our broader conservation system among the target audience. Our objectives are to significantly increase conversion rates among these generations and drive the sale of equipment and licenses, resulting in funding for state agencies. We will collaborate with four southeastern states to implement a regional marketing program in designated test markets, partnering with established marketing firms with a proven track record with state wildlife agencies. The distribution of marketing materials will be evenly spread across the test states, enabling us to track their impact effectively. Anticipated outcomes include measurable increases in license sales and retention within the test markets and an upsurge in product sales, generating WSFR funding for states. These outcomes will yield tangible conservation impacts through increased funding from license and permit sales, as well as equipment purchases.