AUTHORS: Matt Harlow, DJ Case & Associates; Holly Mauslein, DJ Case & Associates; Hiro Hayashi, DJ Case & Associates; Matt Dunfee, Wildlife Management Institute; Rob Southwick, Southwick Associates
ABSTRACT: The R3 community has invested heavily in reversing the downward trend in hunting participation by expanding its understanding of prospective hunters. A critical part of this expansion has been understanding and engaging so-called “adult-onset hunters”—people who did not grow up in hunting families but whose interest in the activity is rooted in complex values. This presentation is an amalgam of three Multi State Conservation Grant projects that used qualitative & quantitative research and monitored media placement to build an understanding of the messages that motivate potential new hunters to consider the activity and the media channels that successfully reach them. The MSCG’s include: •YouTube to Attract Hunters •LearnHunting.org Pilot Marketing •New Hunter Ads for Target Audience The research team on these projects included the Wildlife Management Institute, International Hunter Education Association, DJ Case & Associates, and Southwick Associates. These projects resulted in a large collection of high-performing, publicly available ads and media strategies that are being shared with the R3 Community in the New Hunter Ad Toolkit. This toolkit is in development and will be available to access from the R3 Clearinghouse. This presentation provides attendees with information about the New Hunter Ad Toolkit, the ideal media mix, and the recommended combinations of the ads featured in this project.
