The Recreational Boating and Fishing Foundation said that its State R3 Program Grants have been yielding results. RBFF said that the Massachusetts Division of Fisheries and Wildlife (MassWildlife) was able to evaluate its R3 programs through increased customer tracking capability.
MassWildlife tested the implementation of new tracking techniques, primarily through a digital marketing campaign on Facebook, Instagram, and Google Ads.
Postcards and emails were sent in an effort to retain anglers. With various online tools, MassWildlife measured the effectiveness of communications, thereby learning more about their customers.
The campaign brought in more than $360,000 in revenue for MassWildlife, according to RBFF.
“More of our customers are now online, and we’re using digital marketing as a cost-effective tool to drive license sales. By tracking our communication efforts, we’re learning more about our customers and how to better serve them,” said MassWildlife director Mark Tisa in a statement.
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