Michigan Wildlife Council
Challenge
The Michigan Wildlife Council was formed to educate Michigan residents about the significant contributions sportsmen make to the continued conservation and management of Michigan’s natural resources. The council needed a baseline understanding of current perceptions, clear definitions of high-priority target audience groups, a five-year strategy that included message development and message evolution, and a comprehensive communications campaign to reach highly specific target groups.
Solution
The baseline survey set the foundation for a five-year strategic plan. Broad awareness tactics leveraged imagery and familiar activities that helped audiences understand all that hunting and fishing licenses help pay for. Engagement at all levels to educate and inform (Interactive Digital, Content Marketing and Social Media, Website). Traditional media and social media worked together to tell the MWC story.
Results
Media outcomes outperform expectations. 12 million online engagements, 44% more agreement from non-hunters in Southeast Michigan that wildlife requires management by humans to thrive, 16-point increase in knowledge among non-hunters in West Michigan of the positive impact that hunting and fishing have on Michigan jobs.
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