Just a few years ago, the state of Michigan, and along with it, the Michigan Department of Natural Resources (DNR), had a big challenge on their hands. Around 200,000 people had left the state, where unemployment was peaking at 15% after nearly 800,000 jobs were lost over a 10-year period. Public perception of the agency was low, so the Michigan DNR went to work to gain public support and win back anglers.
First, the state developed license offerings that were simple, fair and efficient, cutting out several unnecessary license options along the way. The state was able to take advantage of RBFF’s free Online Fishing License Assessment, which outlined six ways to improve angler’s online license purchase and also employed Hewlett Packard to increase the efficiency of its online license system.
Various marketing and communications strategies were also employed to generate awareness of these updates and highlight Michigan’s great fishing opportunities. The state used partnerships with convention and visitors’ bureaus, as well as campaigns with Pure Michigan to elevate the DNR’s message. Email and social media campaigns were also employed by the state, as well as targeted promotions to recruit potential female anglers in particular areas.
While the changes brought about an expected slight decline in sales the first year of implementation, the agency has now experienced incredible results. Online fishing license sales have increased in each year since the restructuring and the number of new customers has increased over the last three years. All of this has led to budget growth greater than any other state agency in Michigan.
The future is looking bright for Michigan, who will use these additional license funds to provide fish stocking, manage invasive species problems, educate new and novice anglers and promote the world-class fisheries the state of Michigan has to offer.
This information was presented by Michigan DNR Deputy Director, Bill Moritz at the 2016 State Marketing Workshop. For a copy of this presentation and others from the Workshop, head to the RBFF Resource Center. If you’d like to learn more about the Michigan DNR’s license restructuring process, contact Kristin Phillips.
