Re-branding project: Target group paper

This document was prepared for the plans book that was presented to the Mozingo Lake & Recreation Area panel in addition to an entire re-branding campaign and two creative strategy approaches.

One of Mozingos greatest attractions is its lake, anglers travel to freshwater fish at Mozingo. Studies show 10.7% of freshwater anglers are willing to travel over night to a fishing destination, while 46.2% of this market travels just 15 to 20 miles 14.4% of the market travel 2 hours (Recreational Boating and Fishing Foundation, 2012). This special report on boating and fishing also stated that recreational fishing attracted over 48 million people annually that included one billion outings in 2008, which means each participant spent 21.6 days on average with fishing related activities. The findings in this report suggest there is a significant popularity in the activity and good reason to reach out to the angler population. The report offered the following demographics:
80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Gender 40% 35% 30% 25% 20% 15% 10% 5% 0% Age 6-12 yrs 13-17 yrs 18-24 yrs 25-44 yrs 45+ yrs Male Female

30.00% 26.10% 25.00% 21.30% 20.00% 15.00% 10.00% 5.00% 0.00% Income less than $25,000 $75,000 to $99,999 $25,000 to $49,00 $100,000 $50,00 to $74,999 14.20% 13.90% 24.50%

Caucasian

Hispanic

African American

Asian/Pacific Islander

Other

82.40%

4.90%

6.60%

3.10%

3.00%

Ethnicity
According to these facts, the largest population of anglers are made up of Caucasian males, 45 years of age or greater with an average income between $25,000 and $100,000, respectfully (Recreational Boating and Fishing Foundation, 2012). Findings went on to state that while 2.1% of anglers participated in no other outdoor activities that 77.9% of them did. This suggests participation in fishing has a large emphasis on participation in other outdoor activities. It is important to know what your target audience is interested in besides fishing. Knowing key psychographics helps define a target audience more specifically.

Psychographics information was drawn from an article by the Recreational Boating & Fishing Foundation (Foundation): Freshwater fishing Saltwater fishing Fly fishing Fishing with family Family oriented Do not mind getting dirty Patient Adventurous Goal oriented Relaxed Organized Down to earth Relationship oriented Dress casually Concerned about the direction of society Like to spend free time at home Buy clothes for comfort Try to keep up with developments in technology Reading Travel Movies Sports Cooking Gardening Boating Hunting Camping (backyard/car/RV) Running/jogging/trail running Bicycling Canoeing Backpacking Wildlife viewing Hiking

Different attributes possessed by those who enjoy fishing: Leisure seeker o Freedom from responsibility o Spend time alone o Look for fishing that requires little skill level

Thoughtful loners o Slow paced and restful experience o Spend time alone Family folk o Spend time with family and friends o Want a connection to nature and water o Appreciate laughter and fun when fishing Thrill seekers o Want to have fun with friends while fishing o Appreciate a challenge when fishing o Achieve a sense of accomplishment when theyve improved their skills

Works Cited
Foundation, R. B. (n.d.). www.rbff.org. Retrieved from Recreational Boating & Fishing Foundation: www.rbff.org/page.cfm?pageID=102

Recreational Boating & Fishing Foundation. (2012). Special Report on Fishing and Boating. Alexandria, VA: Outdoor Foundation.