New R3 Grants Case Studies Released
Joanne Martonik
RBFF Releases R3 Grants Case Studies to Help States with Angler Recruitment, Retention and Reactivation
Improving angler and boater recruitment, retention and reactivation is a collective effort among national and state partners. As a result, RBFF provides grant funds each year to state fish and
wildlife agencies to develop angler and boater recruitment, retention, and reactivation (R3) initiatives.
In 2024, RBFF provided $158,000 to 7 states, which was matched by an additional $290,000 in funds from the states for these projects. Below are case studies and learnings from two of these grants to help states and partners improve their marketing efforts
as well.
Florida: Improving Communications Methods to Increase Hispanic Angler Participation
With Florida's significant Hispanic population, the Florida Fish and Wildlife Conservation Commission (FWC) conducted research in 2023 through survey development that assessed fishing participation
and license history. In 2024, they implemented those findings through a marketing campaign to identify the best communication channels and content messaging for reaching potential, current and lapsed Hispanic anglers.
The campaign consisted of four marketing channels: email, digital display ads, Meta, and YouTube, each running four ads. The ads all focused on encouraging Hispanic anglers to spend time with friends and family on the water, plus a specific test call to action
to see which was most motivational. The call-to-action messages included purchasing a recreational fishing license; learn or enhance your fishing skills; find where to go fishing; and promotion of the agency’s angler recognition.
The effort surpassed its objectives, reaching 1.3 million unique people, with 25,000 of these individuals engaging with the FWC ads. Analysis of the results found social media platforms were the most successful at generating engagement and with the lowest cost
per click. Additionally, FWC found that fishing access was the message that resonated most across all the platforms.
Utah: Reaching Women and Hispanic Anglers through Diverse Advertising
In 2023, the Utah Division of Wildlife Resources began efforts to expand its reach to underserved audiences, specifically to increase female and Hispanic participation. With the help of an R3
grant, in 2024, Utah DWR aimed to build on this previous work with more reach through additional advertising, Spanish-language materials and events for these target audiences.
The campaign ran during the spring and summer months, with ads across a wide array of media channels, and events held around the state to support both Hispanic and female anglers. Much of the ad creative was able to be re-purposed from the prior year, allowing
the Utah DWR team to dedicate more funds to advertising space.
Campaign results were very encouraging. The website saw a 31% increase in users and Utah DWR sales data showed a 2% increase in fishing licenses issued to women compared to that same timeframe the year prior. The “Women on the Water” event maxed out attendees,
and the Hispanic-speaking events increased in attendance compared to the year prior as well.
Thanks,
Joanne Martonik
Senior Manager, Stakeholder Marketing & Communications | Recreational Boating & Fishing Foundation
500 Montgomery Street, Suite 300 | Alexandria, VA 22314-1657
office:
703-778-5153
|mobile:
703-282-4820
web: TakeMeFishing.org
pronouns: she/her
| 
Did you know 1 in 5 women who fish feel like they can do anything they set their mind to?
Good, Shawn
Tap, tap, tap … is this thing still working? Lol. I’m not sure if this listserv is still active, or if anyone’s using it anymore. I haven’t seen any listserv messages come through lately. But, on the outside chance it’s still active, I wanted to ask Angler R3 or outreach/marketing folks from as many state FW agencies as possible about 365 fishing licenses.
I’m trying to get a sense of how many states have gone that way, or are in the process of doing do. I remember seeing a summary a year or two back – just looking for an update. If there’s been any evaluations in your states looking at the effects of 365/autorenewal on angler retention, I’d be interested in receiving any reports or insights available.
Thanks.
Shawn
Shawn Good, M.Sc. | Fisheries Scientist V
Vermont Fish & Wildlife Department
271 North Main St., Suite 215 | Rutland, VT 05701-2423
Aarrestad, Peter
Sent: Monday, October 6, 2025 5:00:11 PM
To: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
Subject: [statesdirectmail-listserv] 365-license states
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Michael Hobson
Texas has 1 All-Water 365 license the rest of our licenses are license year (9/1 to 8/31). I personally hate the 365. Our analysis shows that if there is not an option for an auto-renewal, you will lose money over time. I would be curious what the churn rate is for states with auto-renew and a 365 license? Does your state retain enough customers through auto-renewal to combat the customer that does not auto-renew and waits an extra 2-3 month to renew?
Not asking for responses to my questions, just food for thought.
I hope this helps.
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 4:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
ALERT: This email came from an external source. Do not open attachments or click on links in unknown or unexpected emails.
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Hanson, Cara (DNR)
Hi Shawn,
Confirming this was received. MN still uses our license year, not rolling 365. Our license year is March 1-Feb 28/29.
Cara Hanson
Marketing Coordinator
Minnesota DNR, Fish and Wildlife
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 4:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
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Rene LeBreton
Louisiana switch to rolling 365 a few years ago.
Rene LeBreton - Public Information Director
Louisiana Department of Wildlife and Fisheries
2045 Lakeshore Drive, New Orleans, LA 70122
(o) 504-286-8745
(m) 504-400-2676
From: 'Aarrestad, Peter' via RBFF States ListServ <statesdirect...@googlegroups.com>
Sent: Monday, October 6, 2025 4:19 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] Re: 365-license states
EXTERNAL EMAIL: Please do not click on links or attachments unless you know the content is safe.
Amanda Stroud
On Oct 6, 2025, at 5:34 PM, 'Rene LeBreton' via RBFF States ListServ <statesdirect...@googlegroups.com> wrote:
Louisiana switch to rolling 365 a few years ago.
<image001.png>
<image002.png><image004.jpg>
Shawn Good, M.Sc. | Fisheries Scientist V
Vermont Fish & Wildlife Department
271 North Main St., Suite 215 | Rutland, VT 05701-2423
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Tira, Peter@Wildlife
California made the switch to 365-day fishing licenses in 2023.
Peter Tira
Information Officer
California Department of Fish and Wildlife
Peter...@wildlife.ca.gov
715 P Street, Sacramento, CA 95814
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Amanda Stroud
Sent: Monday, October 6, 2025 2:36 PM
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Cc: statesdirect...@googlegroups.com
Subject: Re: [statesdirectmail-listserv] RE: 365-license states
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Don Crawford
Don Crawford
Assistant Chief of Communications & Marketing
Tennessee Wildlife Resources Agency
5107 Edmondson Pike,
Nashville, TN 37211
O: 615-781-6542
C: 615-293-5746
On Oct 6, 2025, at 4:30 PM, 'Hanson, Cara (DNR)' via RBFF States ListServ <statesdirect...@googlegroups.com> wrote:
Hi Shawn,
Confirming this was received. MN still uses our license year, not rolling 365. Our license year is March 1-Feb 28/29.
Cara Hanson
Marketing Coordinator
Minnesota DNR, Fish and Wildlife
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 4:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
You don't often get email from shawn...@vermont.gov. Learn why this is important
This message may be from an external email source.
Do not select links or open attachments unless verified. Report all suspicious emails to Minnesota IT Services Security Operations Center.
Tap, tap, tap … is this thing still working? Lol. I’m not sure if this listserv is still active, or if anyone’s using it anymore. I haven’t seen any listserv messages come through lately. But, on the outside chance it’s still active, I wanted to ask Angler R3 or outreach/marketing folks from as many state FW agencies as possible about 365 fishing licenses.
I’m trying to get a sense of how many states have gone that way, or are in the process of doing do. I remember seeing a summary a year or two back – just looking for an update. If there’s been any evaluations in your states looking at the effects of 365/autorenewal on angler retention, I’d be interested in receiving any reports or insights available.
Thanks.
Shawn
<image001.png><image003.jpg>
Shawn Good, M.Sc. | Fisheries Scientist V
Vermont Fish & Wildlife Department
271 North Main St., Suite 215 | Rutland, VT 05701-2423
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Gina Hunt -DNR-
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![Stoff, Barbara [DEP]'s profile photo](https://lh3.googleusercontent.com/a/default-user=s40-c)
Stoff, Barbara [DEP]
Good Morning from New Jersey!
New Jersey still uses a calendar year based annual license with no auto-renewal. At this point we are not looking into moving forward to a 365-Day License, although it has been discussed.
In 2021 one of our former Assistant Directors analyzed 365-Day Licenses and Autorenewal for a capstone paper for her CPM. She looked at data up to 2020. At that time, she found that of the 7 states that had newly implemented 365-Day Licenses none of them (at the time) attributed an increase in license sales to the 365-Day License.
I believe combining 365-Day licenses with Auto-renew (which has its own headaches), and email reminders would likely help with retention, but none of these are the panacea many believe they are.
Hope that helps!
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Barbara Stoff, CPM Administrative Analyst 4 - Project Manager, Electronic License System New Jersey DEP Fish and Wildlife Office of Business Administration PO Box 420 - Mail Code 501-03 Trenton, NJ 08625 Phone: (office) New *** 609.940.7184 *** New as of 8/12/2024 Phone: (cell) 609-960-3801
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Managing Your Fish and Wildlife Since 1892
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
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![Brody Latham [KDWP]'s profile photo](http://lh3.googleusercontent.com/a-/ALV-UjVvLaZQ0ZwmUlZmEaEA6m6Cd5GgnepjBi7lNS89cyLOoPRf6A=s40-c)
Brody Latham [KDWP]
Brody Latham | Marketing Manager
Kansas Department of Wildlife and Parks
512 SE 25th Ave. | Pratt, KS 67124
(620) 672-0785 | ksoutdoors.gov
Sent: Tuesday, October 7, 2025 8:37 AM
To: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
Subject: [statesdirectmail-listserv] RE: 365-license states
EXTERNAL: This email originated from outside of the organization. Do not click any links or open any attachments unless you trust the sender and know the content is safe.
Scheidegger, Karl J - DNR
Wisconsin still uses license year (April 1 – March 31).
Thanks.
KJS
Karl J. Scheidegger
Phone: 608.215.9858
Preferred contact: email
Our core values include professionalism, integrity, and customer service.
Please visit our survey to provide feedback on your experience interacting with any DNR employee.
Cummings, Melissa
Tapping in from Georgia - our recreational licenses went to a 365-day license (from date of purchase) in April 2004.
Melissa Cummings
Manager | Public Affairs, Marketing & Communications
Wildlife Resources Division
(706) 557-3326| M: (404) 323-9724
Facebook Instagram
Georgia Wildlife Blog
Buy a hunting or fishing license today!
A division of the
GEORGIA DEPARTMENT OF NATURAL RESOURCES
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
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Heidi Rayment
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Behnke, Cassy
South Dakota uses our license year: February 1-January 31.
Cassy Behnke
South Dakota Game, Fish and Parks | Naturalist
400 West Kemp Avenue | Watertown, SD 57201
605.882.5088 | Cassy....@state.sd.us
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 4:00 PM
To: statesdirect...@googlegroups.com
--
Stites, Cindy D
Indiana here!! Our annual fishing license runs from April 1- March 31.
Thank you,
Cindy Stites
R3 Community Engagement Specialist
Indiana Department of Natural Resources
Division of Fish & Wildlife
402 W. Washington Street, Room W-273
Indianapolis, Indiana 46204
* Please let us know about the quality of our service by taking this brief customer survey.
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
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Eric Edwards
Missouri has an annual fishing permit March 1 – the last day of Feb. We also have auto renewal for all permits.
Eric Edwards Hunter & Angler Marketing Specialist
2901 W Truman Blvd.
Jefferson City, Mo. 65109
Pape, Larry
Nebraska.
Annual permit, January 1 – December 31.
1, 3 and 5 year options.
Auto Renewal.
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 4:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
Tap, tap, tap … is this thing still working? Lol. I’m not sure if this listserv is still active, or if anyone’s using it anymore. I haven’t seen any listserv messages come through lately. But, on the outside chance it’s still active, I wanted to ask Angler R3 or outreach/marketing folks from as many state FW agencies as possible about 365 fishing licenses.
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Loukmas, Joelle N (DEC)
Good Morning,
New York has a 365-day fishing license with plans to implement auto-renewal in the near future.
-Joelle
Joelle Loukmas
Fisheries Outreach & Information Management Section Head
New York State Department of Environmental Conservation
Division of Fish & Wildlife | Bureau of Fisheries
625 Broadway, Albany, NY 12233-4753
P: (518) 402-8891 | F: (518) 402-8925 | joelle....@dec.ny.gov
www.dec.ny.gov |
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From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
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Waters, Dillon (DOEE)
Subject: [statesdirectmail-listserv] 365-license states
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You don't often get email from shawn...@vermont.gov.
Learn why this is important
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Tap, tap, tap … is this thing still working? Lol. I’m not sure if this listserv is still active, or if anyone’s using it anymore. I haven’t seen any listserv messages come through lately. But, on the outside chance it’s still active, I wanted to ask Angler R3 or outreach/marketing folks from as many state FW agencies as possible about 365 fishing licenses.
Matt Bartley
Wardell, Marcee (DNR)
Hi all—
Michigan has a license year running April 1–March 31. We do offer an auto renewal option.
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Marcee Wardell Communications Specialist Fisheries Division | Department of Natural Resources
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From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
CAUTION: This is an External email. Please send suspicious emails to ab...@michigan.gov
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Dudley, Christine (DEM)
RI Freshwater Fishing license runs March 1-last day of February; there is no auto renewal.
From: 'Wardell, Marcee (DNR)' via RBFF States ListServ <statesdirect...@googlegroups.com>
Sent: Wednesday, October 8, 2025 3:20 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] RE: 365-license states
Hi all— Michigan has a license year running April 1–March 31. We do offer an auto renewal option. Marcee Wardell Communications Specialist Fisheries Division | Department of Natural Resources 517-855-1604 wardellm1@ michigan. gov Michigan. gov/Fishing
Hi all—
Michigan has a license year running April 1–March 31. We do offer an auto renewal option.
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Marcee Wardell Communications Specialist Fisheries Division | Department of Natural Resources
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From:
statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 5:00 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] 365-license states
CAUTION: This is an External email. Please send suspicious emails to ab...@michigan.gov
Tap, tap, tap … is this thing still working? Lol. I’m not sure if this listserv is still active, or if anyone’s using it anymore. I haven’t seen any listserv messages come through lately. But, on the outside chance it’s still active, I wanted to ask Angler R3 or outreach/marketing folks from as many state FW agencies as possible about 365 fishing licenses.
I’m trying to get a sense of how many states have gone that way, or are in the process of doing do. I remember seeing a summary a year or two back – just looking for an update. If there’s been any evaluations in your states looking at the effects of 365/autorenewal on angler retention, I’d be interested in receiving any reports or insights available.
Thanks.
Shawn
Vermont Fish & Wildlife Department
271 North Main St., Suite 215 | Rutland, VT 05701-2423
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Lininger - DNR, Debbie
CPW Marketing Coordinator
Jacob Tison
Sent: Wednesday, October 8, 2025 4:53:23 PM
To: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com>
Subject: [EXTERNAL] Re: [statesdirectmail-listserv] RE: 365-license states
Joyner, Dela, DGF
New Mexico Here! We license from April 1st to March 31st, with no renewal option.
Dela Joyner
Public Information Specialist - North Region
Information and Education Division
New Mexico Department of Game and Fish
1 Wildlife Way
Santa Fe, NM 87507
Phone: (505)695-3689
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From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Good, Shawn
Sent: Monday, October 6, 2025 3:00 PM
To: statesdirect...@googlegroups.com
Subject: [EXTERNAL] [statesdirectmail-listserv] 365-license states
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Scheidegger, Karl J - DNR
Now that we know this still works..
Got a marketing/education/information distribution issue on which I’d like to get some input from the group (pass it along to others if you’d like – the more thinking caps, the better).
History. - For the past 25 years or so we have created and distributed educational Wisconsin Wild Cards. The cards cover the topics of Aerial Insectivores, Alien Invaders – Aquatic, Alien Invaders – Terrestrial, Birds, Fish/Fishing, Herps, Invertebrates, Keeping Wildlife Wild, Mammals. Plants, Special Places and State Forests. These are 3-1/2” x 2-1/2”, doubled sided, gloss cards that can be collected individually or as sets. They are routinely distributed at outdoor events, State Fair, DNR offices and hatcheries, various angler/aquatic ed classes, etc.
Here are the examples of the Fish and Fishing Wildcards
p.widencdn.net/7fxbxu/AnglerEd_FishWildcardsHiRes2016
Dilemma. – Based on budgetary constraints, new branding guidelines, use, business needs and the capacity to maintain a robust program and extensive inventory, we have been told moving forward, that we will no longer be printing and providing the physical wild cards, even though they have been very popular and well used over the years (particularly the 52 fish and fishing cards). I think we’d all agree it’s pretty easy to move print to digital content, but are we then limiting public access to the information? If we are not going to use the physical cards, are there alternatives that would be just as effective and accessible?
The Fisheries program needs to continue to provide some form of this kind of information.
Anyone out there have gone (or going) through similar challenges? Alternatives? New ideas? New promotinal opportunities?
Please give it a thought and let me know.
We’d certainly appreciate it.
Thanks.
KJS
Karl J. Scheidegger
(he, him, his)
Marketing, Promotion and Outreach– Fisheries Management
Wisconsin Department of Natural Resources, FH/4
101 S. Webster Street
Madison, WI 53707-7921
Phone: 608.215.9858
Preferred contact: email
Our core values include professionalism, integrity, and customer service.
Please visit our survey to provide feedback on your experience interacting with any DNR employee.
Andrew Branson
Missouri came up with a 4” x 5 ½” pocket guide called “Know Your Catch/Know Your Knots.” See attached.
The first part of the booklet is fish identification. Flip the booklet over for the part on fishing knots.
It’s printed on waterproof paper.
Andrew Branson
Fisheries Programs Specialist
Missouri Department of Conservation
2901 West Truman Blvd
P.O. Box 180
Jefferson City, MO 65102-0180
fax: 573-526-0990
Stay connected with updates on hunting and fishing regulations, private land management, upcoming events, and other conservation topics with Missouri Department of Conservation news releases. Sign up today at mdc.mo.gov/govdelivery.
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Scheidegger, Karl J - DNR
Sent: Sunday, October 19, 2025 10:01 PM
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Pape, Larry
Karl,
This seriously pains me. I feel as if we are slipping into an electronic abyss. While I also dislike killing trees for the sake of making trash (and the expense), there are some things that just need to be done. As a kid I loved this stuff (on hunting, fishing, animals and nature) and it helped me become who I am today. I still have publications from the 60s! Granted, most will shrug and toss out, but for those that this makes an impression and it is important… and will last a lifetime, not just a few minutes of screentime. Sorry for the ramblings of an old man.
I now pass out return postage paid postcards for those who want a product (Going Fishing). This allows me to offer the product to those truly interested without scattering paper to the wind. See the attached for an example of our Going Fishing book postcard. At events I have “sample” copies of this and hand a postcard to those interested. This eliminates having to carry the product, distributing to those who just show up for free stuff, and the inevitable damage to the product from being toted around. This also allows us to collect contact info on those requesting a copy 😉. See, even old men can learn and adjust.
I’m intending/hoping to expand this concept to all of my products and adding QR codes to reduce the postcard postage.
P.S. Love your fish cards and will be asking to get your info and ideas on these!
From: statesdirect...@googlegroups.com <statesdirect...@googlegroups.com> On Behalf Of Scheidegger, Karl J - DNR
Sent: Sunday, October 19, 2025 10:01 PM
To: statesdirect...@googlegroups.com
Subject: [statesdirectmail-listserv] Alternatives to Printed Educational Materials.
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Wardell, Marcee (DNR)
Karl,
The idea that Larry shared, to hand out postcards to allow interested people to request print materials, is great. I might use that!
Another option might be to provide the Wild Cards as a digital file in a print layout so that multiple cards fit on one 8.5x11 sheet with the correct fronts and backs aligned on opposite sides of the page, which would allow someone to print it at home/school/library and cut out the cards. (You’d probably need to include some printing instructions, e.g., be sure to print double sided and flip on the short edge.)
It could also allow you to print small runs on an office printer, if needed for an event or if someone requests a physical copy—which is what our organization has done when someone requests a document in print (whether they don’t have access to the internet or otherwise) that we don’t keep a stock of.
Looking forward to hearing others’ ideas, as this is a problem that’s not going away.
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Marcee Wardell Communications Specialist Fisheries Division | Department of Natural Resources
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From: 'Pape, Larry' via RBFF States ListServ <statesdirect...@googlegroups.com>
Sent: Monday, October 20, 2025 10:25 AM
To: karl.sch...@wisconsin.gov
Cc: statesdirect...@googlegroups.com; Koupal, Keith <keith....@nebraska.gov>; Gustafson, Jane <jane.gu...@nebraska.gov>
Subject: [statesdirectmail-listserv] RE: Alternatives to Printed Educational Materials.
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Karl,
jen.de...@dnr.ohio.gov
We started using the attached flyer on our displays and it helps. People still want our field guides but this works when we run out of one or two of them and can’t provide hard copies.
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Jen Dennison Education and Outreach Manager ODNR Division of Wildlife 2045 Morse Rd. Bldg G-1 Columbus, OH 43229 Phone: 614-265-6316 Cell: 614-827-5828 Email: jen.de...@dnr.state.oh.us Website: wildohio.gov |
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Support Ohio’s wildlife. Buy a license or stamp at wildohio.gov.
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