RBFF this month announced that Florida and Texas will serve as test markets for the launch of its five-year Hispanic Outreach Plan. In partnership with the Florida Fish & Wildlife Conservation Commission and Texas Parks & Wildlife Department, outreach will begin in spring 2014.
Nick Wiley, Executive Director of the Florida Fish and Wildlife Conservation Commission (FWC) said “The FWC is excited to work with RBFF to better engage our Hispanic citizens. We must be more effective in conveying our conservation messages and learn how to increase Hispanic participation in boating and fishing. These nature-based activities are great ways for families to enjoy the outdoors, help support our economy, and create jobs.”
Carter Smith, Executive Director of the Texas Parks and Wildlife Department said “Texas Parks and Wildlife welcomes this partnership with RBFF to improve outreach to Hispanic audiences. The effort reflects the priority we place on better serving all Texans. This is a business imperative for us, in light of the rapidly changing demographics in our state. It is not only the right thing to do, it’s the smart thing to do if we wish to maintain support for natural resource conservation and outdoor recreation into the future.”
Capitalizing on the growing Hispanic population as a key market segment for first–time anglers, RBFF announced earlier this year the.
Both Florida and Texas have a strong potential in closing the gap of under representation of Hispanics in fishing and boating. According to the U.S. Census Bureau:
- At 36 percent, Texas has the highest 16+ Hispanic population in the country. However, only 17 percent of that population represents active anglers.
- Florida has a current Hispanic population of 24 percent with only five percent active anglers.
RBFF’s Hispanic Outreach Plan will focus heavily on awareness and education in the upfront years, and then will shift to drive participation in years three through five. The campaign will include a micro site, along with digital and radio ads, and a series of events. Print public service announcements are also being considered. Building on the 2014 test market results, a market expansion will begin in 2015. National outreach efforts will continue to build and optimize throughout 2016 and 2017.
Stay tuned to NewsWaves for additional information about RBFF’s Hispanic Outreach Plan, and resources for state and industry stakeholders.