STATE CUSTOMER EXPERIENCE EVALUATIONS

SYNOPSIS REPORT
2014






Compiled by Margaret Everson; Updates by Paige Pearson
1

BACKGROUND

The Council to Advance Hunting and the Shooting Sports (Council) was formed in 2009 as a non-
profit, 501(c) 3, tax-exempt, educational organization by the leaders in the conservation and
shooting sports community. The Councils purpose is to take a fresh look at the business of
recruiting and retaining hunters and shooters and to develop new and sustainable strategies
and tactics to solicit, engage and support these groups, which are vital to conservation and
Americas heritage. The Councils Board of Directors consists of 29 members, including non-
profit and conservation groups, firearms and archery industry leaders, and state fish and
wildlife agencies.
Councils purpose: Ensure support for and active participation in hunting and the
shooting sports for future generations.
Councils vision: An America where hunting and the shooting sports are an integral
part of mainstream culture and where hunters and shooters are widely recognized as
premiere conservation contributors.
Councils mission: Facilitate the promotion and growth of hunting and the shooting
sports and the education of the public on the contributions that hunters and shooters
make towards wildlife conservation.

To help achieve its purpose, vision and mission, the Council applied for and received funding
through the Multistate Conservation Grant Program. This three-year grant (2013 to 2015) is
intended to provide state fish and wildlife agencies with the personnel, resources, and tools to
implement Council-recommended enhancements to their digital outreach and social media
communications efforts. The project funded by the grant will also guide states in building their
internal capabilities to support future recruitment and retention efforts, as well as help states
build capacity to collect customer information and design strategies in targeted outreach
efforts.

As part of this grant, the Council produced customer experience evaluations for each state.
These evaluations were designed to help state fish and wildlife agencies evaluate how a state
sells hunting and shooting opportunities through its website and other electronic media.
The premise of these evaluations was that a focus on exceptional customer experience as
perceived by the customeris the best way to acquire, service, support, and retain customers.
Furthermore, the Council believed that a refined, personalized and consistent customer
experience would result in lower costs of sales and marketing, lower support costs, greater
revenues, and a group of lifelong customers.
This evaluation is the first step in establishing a baseline of digital sales, marketing and
engagement capabilities for state agencies. Contained within the evaluations are examples of
good customer experiences, as well as examples where improvement is needed. Specific
recommendations are included within each evaluation.




2
Each state evaluation looked at 10 categories. They were:
1) overall digital engagement
2) state government promotion of hunting and shooting
3) state agency promotion of hunting and shooting
4) digital services provided
5) customer service
6) social presence
7) mobile capabilities
8) hunter education
9) visual presentation
10) content richness and relevance
The scope of the evaluations was entirely digital media. The evaluation team did not look at
print materials such as magazines, postcards and letters or any other printed materials found
at outlets or other distribution points. The evaluation was conducted during the last two weeks
of May 2012 through the beginning months of 2013. The members of the evaluation team were
within the target 17 to 34-year-old demographic and included:
Team member A (male)an avid shooter of firearms with limited archery experience
and does not hunt
Team member B (male)a part-time hunter that does not shoot for fun or sport and has
some archery exposure
Team member C (female)a college graduate who recently moved from a suburban
area to a rural area (team member C has limited experience with firearms but
participated in an Archery in the Schools program)
The members of the evaluation team worked from several specific and standard assumptions.
In each case, the team member assumed that he or she had just moved into a state within the
past four to six weeks. Based on the individual team members own experience level, he or she
worked generally from the following statements/questions:
I want to learn to shoot and have no experience. What do I need to do to try it out?
I think I want to hunt <a specific species was identified>. What do I need to do and
what are the opportunities available to me?
Team members asked standard customer support questions on Facebook and recorded their
perception of the quality of customer service. They called general agency phone numbers to
seek answers to questions on evenings and weekends. They each went through the process of
purchasing a license up to the checkout page. The evaluation team used the standard star
rating system with 1 star being poor and 5 stars being great.















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EXECUTIVE SUMMARY

In 2013, the Council to Advance Hunting and the Shooting Sports (Council) produced and
distributed customer experience evaluations for each state. These evaluations were designed
to help state fish and wildlife agencies evaluate how a state sells hunting and shooting
opportunities through their websites and other electronic media. The purpose of these
evaluations was also to provide outreach efforts to the target demographic of digital natives
or 17 to 34-year-olds.
The reports were comprehensive and contained information designed as a first step in
establishing a baseline of effective digital sales, marketing and engagement capabilities for
state agencies. Contained within the evaluations were general and state-specific
recommendations, as well as examples of where states are excelling and where they are
missing the mark.
As many of the recommendations were consistent throughout the individual state reports, it
was decided that a comprehensive review of the evaluations would be conducted to produce an
overview of the recommendations and identify 10 major areas where states can consider
focusing their resources.
It is becoming increasingly important to allocate resources to online and social media
capabilities. According to HunterSurvey.com and AnglerSurvey.com, in 2012, the number of
hunters and anglers purchasing licenses online grew by 35 percent and 13 percent respectively
since 2009. Today, 28 percent of all hunters and 29 percent of all anglers surveyed report
buying licenses online
i
(also see Appendix 1).

Many states are already implementing some of these recommendations and have made
significant and important changes since the evaluation team conducted the review in 2012. The
recommendations, both in the customer experience evaluations and in this report, were made
with a blind eye as to a states resource capabilities and statutory and regulatory authorities.
We recognize that a state identified as an example of where programs are excelling may have
different capabilities then a state that has not implemented these recommendations.



Courtesy of WY GFD

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CAHSS REPORT

The following are the general items where the evaluation team determined a majority of states
could improve their customers experience. Based on these overarching areas,
recommendations were developed that could be applied universally. Examples of where certain
states have excelled in these areas are noted. As mentioned previously, the following
recommendations were made with a blind eye as to states resources and statutory and
regulatory authorities. Also, we recognize that a state used as an example may have different
capabilities than a state that has not implemented these recommendations. Finally, the
examples provided are only a representative sample of where states are doing good work in the
areas identified. These examples are by no means exhaustive.

1) Real-time response to questions
2) Step-by-step guides to participation
3) Visual presentationDont just tell us about it, show us
4) Promote the Pittman-Robertson Act
5) Report-a-poacher capabilities
6) Minority and women participation
7) User-friendly license purchasing tools
8) Incentives
9) Mobile-compatible websites and applications
10) Hunter education through online applications





Courtesy of SC DNR






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1) Real-time response to questions
The team consistently noted that a quick response time and interactive platforms were
important in retaining customers. The evaluations identified the importance of meaningful
interactions between the customer and the agency. Several recommendations were made
throughout the reports with some states excelling in immediate responses to online questions
even after normal business hours. Specifically, a live chat capability on an agencys website
was recommended to allow the agency to interact with and establish a relationship and trust
between themselves and the consumer. In the absence of this feature, states were encouraged
to provide monitored social media pages, such as Facebook and Twitter, so they could
immediately respond to questions.

Recommendations
Live chat: This type of communication usually offers real-time and direct transmission of
text-based messages. The type of service that reviewers identified as needed to better
communicate with agency customers is different than a one-time or regularly scheduled
general information session in a live-chat format, which some state agencies use.
ii
Many
commercial and retail websites use a live-chat feature. Some websites offer live chat just
during business hours, while others have 24/7 coverage to assist customers in answering
questions about products or to provide general information. For example, basspro.com has
a live-chat service available from 7 a.m. to 10 p.m. CT, seven days a week.
iii

Monitored social media pages: Many states agencies are utilizing Facebook and Twitter to
provide updates and information to individuals who subscribe and use these platforms. The
specific recommendation by the report reviewers is for these social media outlets to be
monitored consistently and frequently so the target demographic will stay engaged and
connected. Again, after-hours monitoring of these social media pages was of particular
interest to the reviewers.

State examples
Alabama: One reviewer posted a question on the Outdoor Alabama Facebook page at 9
p.m. on a Saturday. Within 45 minutes the question had been answered with an excellent
response. This demonstrated to the reviewer that social media was being monitored by the
agency. The quick feedback was a good example of what the target demographic is
accustomed to.
Pennsylvania: The evaluations identified the importance of meaningful interactions
between the customer and the agency. Pennsylvania was identified as having a good model
to receive user feedback, while clearly identifying programs for women. Specifically,
Pennsylvania includes a survey at the bottom of a page, including the Womens Programs
section asking, Did you find all of the information you were looking for? After the
question it includes three answers and a space to explain what could not be found. The
review team felt this approach was an excellent way to get feedback on the website and
for an agency to identify what changes should be made.
iv

Wisconsin: The Wisconsin Department of Natural Resources website provides a live chat
with customer service icon at the bottom of the homepage.
v
The department provides a
contact us webpage with options including chat, call and email. The customer service
option is available seven days a week, from 7 a.m. to 10 p.m., and includes bilingual
services.












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2) Step-by-step guides
The digital services review section of the evaluation looked at an agencys transaction services
and how the process is helpful in assisting a customer determine what license or permit he or
she needs. A key aspect of the digital services section is clarity of information, which allows
the customer to understand the rules, regulations and requirements and allows him or her to
determine what, when, where, why, and the cost for both hunting and shooting. The team
evaluated this information and identified where specific requirements were clear and concise.
One of the consistent recommendations in this section was to provide a step-by-step guide to
get a person from interested to participating.

Recommendations
To provide hunting novices with guidelines for participation, the reviewers
recommended that agencies create and prominently display how to go hunting guides.
These guides for each species should include what is needed (such as permits, licenses,
stamps, tags, and check-in) and take a new customer through the entire hunting
process.
A website should focus on a customer-centric atmosphere within the website and
should be provide detailed information for all hunting and shooting skill levels.
The guide should include every step from getting started suggestions (such as
practicing at shooting ranges and what the hunter education requirements are) through
suggested recipes for how to cook an animal.
Agencies also should provide location-based information through a mobile device or
interactive map so an individual can identify the closest shooting range or hunting
opportunity.

State examples
Massachusetts: The Massachusetts Department of Fish and Game website uses clear
information that is easy to understand. One reviewer identified the Plain Language
Summaries of the hunting regulations as a user-friendly way to organize this material.
Most information can be found after a quick search using the search bar or choosing
from any one of the links provided.
vi

Illinois: The Illinois Department of Natural Resources created a Getting Started
webpage, which provides information for an individual just beginning his or her
involvement with hunting or shooting sports. The Getting Started page includes
information about how to check in a deer or turkey and purchase a license online, as
well as a map of events and activities.
vii

Michigan: The information the Michigan Department of Natural Resources provides
about shooting sports is informative and helpful to someone new to the sport.
Specifically, a list of department shooting ranges is available along with a department
shooting range email list so customers can stay up to date on range information. It was
helpful that an area dedicated to How to Get Started for those new to shooting was
provided and included a video to demonstrate what sporting clay shooting is.
viii







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3) Visual PresentationDont Just Tell Us About It, Show Us
Each state report contained a visual presentation review section. In this section, team
members made general comments about the agencys visual presentation, including websites,
fonts, logos, icons, general look and feel, andmost importantlyoverall presentation. The
team members review included the agencys website and all associated social media outlets.
The intent of this review was to help an agency understand if a website (from the reviewers
perspective) is old, new, boring, exciting, static, or engaging. The team stressed the
importance of including visuals of hunting and shooting experiences with a greater focus on the
targeted age group (17 to 34), women, and minorities enjoying and participating in an activity.
Almost every state could improve in this area.

Recommendations
Visuals used in websites should include pictures and videos of hunting and shooting
experiences.
Agency websites should provide the opportunity for individuals to share pictures and
video of their own experiences through social media sites like Facebook and Instagram.
An agency should utilize YouTube to post videos that can be searched by subject
matter, utilizing the sites playlist feature. Links of these videos can be used
throughout an agencys website.
Images should always compliment and strengthen the text on a webpage.
The visual presentation on an agencys homepage should showcase the products and
services the department has to offer without appearing cluttered.
Consumers want to view an engaging and clean homepage with clear, bold headers and
easy navigation. They do not want to read a document-type page or search through tiny
font to locate their desired information.
Encourage Facebook followers, especially women, to submit photos of them
participating in outdoor activities, such as hunting and shooting sports. This
engagement will increase appeal on visual level, especially for women interested in
participating in hunting and shooting sports.

State examples
Connecticut: One reviewer was pleased to see a link directly on the hunting webpage for
shooting ranges. While four of the shooting ranges listed basic information, one range,
the Glastonbury Public Shooting Range, offered a more detailed webpage. It included a
picture of the range which the reviewer believed to be beneficial. There was more
detailed information as well; including a mention of how the Pittman-Robertson Act has
helped to fund the shooting range.
ix

Iowa: The Iowa Department of Natural Resources hunter education web pages, in
particular, are visually stimulating in the way they provide the content. The use of safety
statistics, images and videos is a great way to present information and appeal to younger
customers.
x



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4) Promote the Pittman-Robertson Act
Reviewers routinely suggested throughout the state summary reports that the process by which
a state receives funding through the Pittman-Robertson Act be prominently displayed.
Furthermore, detailed explanation about how these dollars support an agency and conservation
should be provided. The agency also should say thank you though the website and license-
buying process to customers for helping support the agency and conservation. While many
states have this information available, it was rare to find the information prominently and
clearly displayed.

Recommendations
A state should incorporate a visible, brief statement about the Pittman-Robertson Act on
the homepage or within the license-purchase process.
Many experienced and new hunters and shooters alike are unaware of the act and how it
provides money for conservation; an agency should never assume a customer is aware of
the process.
Tell the whole story. Some states only provided part of the information about the Pittman-
Robertson Act. For example, one site stated that the act provided a much needed funding
base for wildlife studies and restoration. This provides a brief description of what the act
has done but does not explain the excise tax or funds generated and stops short of
recognizing customers contributions.

State examples
Illinois: On the Getting Started webpage, the department included this statement:
Hunters play an important role in managing wildlife and it is their tax dollars paid through
the Pittman-Robertson Federal Aid in Wildlife Restoration Act and hunting licenses and fees
that pay for the majority of wildlife management by the Illinois Department of Natural
Resources. This brief statement is a great example of explaining the act and how an
individual helps pay for conservation and wildlife.
New Hampshire: According to one reviewer, the New Hampshire Fish and Game
Department had the best explanation of the Pittman-Robertson Act: Your purchase of
fishing tackle, firearms, ammunition, archery equipment, and motorboat fuels, along with
license sales, helps fund sport fish and wildlife restoration in New Hampshire. This provides
opportunities for hunting, fishing and other wildlife-associated recreation. This agencys
website explains where the department gets its funding and how it helps conservation.


Courtesy of NC WRC


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5) Report-a-Poacher Capabilities
The ability for an individual to report wildlife violations was mentioned throughout the state
recommendation reportsspecifically, the ability of an individual to report this information
easily and though various means, including online and mobile applications. While many states
have toll-free numbers or anonymous tip lines, several other states are broadening their
information-collection abilities through real-time reporting and reporting through social media.
The reviewers also stressed the need for the target demographic to feel connected to the
reporting process and liked to see more information about how citizens efforts are working to
stop poaching. Specifically helpful to this effort were states that provided updates on violators
and successful adjudication of cases.

Recommendations
The reports recommend for reporting poachers should be as streamlined as possible by
placing Report a Poacher and a consistent graphic links in a noticeable location on
the homepage. Ideally, the graphic and placement would be uniform among all states.
Mobile platforms and social media pages should be set up to allow easy and convenient
wildlife-violation reporting at any time on any electronic device.
As actual influence and issue resolution are important to the target demographic,
states would be well served to provide updates on examples of successful prosecutions
of poachers identified by citizen tips.

State examples
Maine: One reviewer identified the Maine Operation Game Thief webpage (the
Operation Game Thief concept is used in several states) as the best example of how
to report poaching in an easy and streamlined way. An individual can file reports
through a toll-free number or online, thereby providing a quick and easy way to
support the department. Another feature the reviewer liked was the Case File stories
about poachers who had been prosecuted.
xi

Louisiana: The Louisiana Department of Wildlife and Fisheries offers an application for
reporting poachers. To report poachers, there is an Operation Game Thief page under
Enforcement. This page provides information about who the department is and how to
contact it. To make a report, individuals can call the 24-hour phone line or send a text
message to tip411 (847411). There is also a LADWF Tips iPhone application in the
iTunes App Store that is free. Reviewers found this tool to be unique to Louisiana and
responsive to the real-time reporting recommendation.
Indiana: The arrests section of the Turn in a Poacher webpage provides ideal
resources that would attract the target demographic and encourage this group to
support what it sees as a good cause.
xii





















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6) Minority and Women Participation
Throughout the state reports, the issue of outreach to women and minorities was a reoccurring
topic. The reports note states generally are not doing a good job of featuring diverse (gender,
age, ethnicity) representations of people participating in the hunting and shooting sports.
While AFWA committees have provided recommendations to states in the past, much work still
needs to be done with diverse visual representations on states websites and social media
platforms. In fact, historically and statistically, social media skewers slightly favorably towards
women, and recent studies suggest
xiii
that almost three-quarters of internet female users are
active on one or more social media sites, compared to slightly less than two-thirds of men.
Typically, women are more likely to use Twitter (which has a 62 percent female populous),
Facebook (58 percent women) and Pinterest (70 percent women).
Also the National Shooting Sports Foundation (NSSF) just released a report
xiv
that showed that
the percent of African-Americans, Hispanics, and Asians in the overall population is not
reflected in their involvement in the shooting sports. This finding doesnt mean that these
groups are not interested in shooting; of the respondents surveyed, 45 percent of African-
American, 51 percent of Hispanic, and 39 percent of Asian respondents said they had firearms
in their homes. Those groups, however, are underrepresented in shooting sports programs and
on shooting ranges. Changes to the visual representations of participants shown on an agencys
website and social media platforms can begin to address this outreach effort.

Recommendations
Agencies that are not active on Pinterest should consider the benefits of creating an
account, not only to reach out to female consumers, but also to expand and strengthen the
agencys social presence.
A state should be direct in inviting women, minorities and young adults to participate in
hunting and shooting programs.
An agency should reach out to women, young adults and minorities by inserting appealing
links and icons that promote programs directed at these demographics and provide more
detailed information on how to participate.
An agency should encourage its Facebook followers, especially women and minorities, to
submit photos of themselves hunting and shooting.
Where the program is offered, provide updated information on the Becoming an Outdoors-
Woman Program.

State examples
Michigan: The Michigan Department of Natural Resources facebook page provides photos
from the Becoming an Outdoors-Woman and the Shots from the Field albums, which
provide photos of both male and female hunters of various ages.
Pennsylvania: The Womens Program section on the Pennsylvania Game Commissions
website provides ideal resources for women interested in participating in hunting and
shooting sports. It included links to a calendar for shooting events and for special hunts,
the website for the Women Hunters Organization and the website for the Safari Club
International Foundation. It also provides access to information on the National Wild
Turkey Federations Women in the Outdoors Program and National Rifle Associations
programs, including Women on Target and Refuse to be a Victim.
xv













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7) User-Friendly License Purchasing Tools
During the review process, each team member went through the process of purchasing a
license up to the checkout webpage. Members looked at several components of the process,
such as ease of use, time required to complete the purchase and how they could receive the
actual documentation needed to participate in their chosen activity. Another issue the review
team evaluated was the transactions security, both actual and perceived.
All 50 states allow consumers to create a personalized user account that provides the ability to
store personal payment information for future purchases, simplifying and shortening the
process for repeat customers.
xvi
Ideally, such accounts also would be used to personalize the
experience for individuals. Several agencies, however, require extra steps to establish a
profile, which lengthens the process and may prevent customers from establishing an
account.
xvii
While states can do a better job at streamlining the online buying experience,
online license sales are a relatively new alternative to the traditional brick and mortar point-
of-sale system also still in use today.

Recommendations
States should have the capabilities to save user name and account information for easy sign
in and quick checkout for returning customers.
PayPal or other trusted online money transfer services should be considered as an option to
collect payment.
Websites generally should consider providing information in languages other than English.
This multilingual option is particularly important during the license buying process.
Some states now offer the ability to print some of their licenses on a personal computer.
Team members identified this as an important consideration for the target demographic.
Taking the print-at-home option one-step further, a recommendation was made that states
should consider recognizing digital license copies. Members commented having the ability
to show a digital representation or confirmation code would be an added convenience to
the license owner and also would cut down on paper resourcesnot to mention that it
would appeal to the digital-native demographic.
A link to a wildlife agencys license sales website should be provided on the states main
homepage where possible.
Site security and protections that have been put in place to secure the customers
information should be clearly posted throughout the buying process.

State example
Maryland: The Maryland Department of Natural Resources online license purchasing
process was recognized as one of the most advanced and visually appealing systems across
the states. The site allows customers who purchase licenses online to use their own email
address and create a personal password; a convenient tool for returning customers. There
is also a pre-welcoming page with information about getting started. Initial sections
provide information about how to buy a license, reprint a license, report a harvest, or sign
up for a lottery. Another section provides helpful links such as license information and
fees, hunting guide and regulations, hunter education, public hunting areas, game
management, wildlife and heritage service, and the black bear lottery.





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8) Incentives
One suggestion made throughout the state reports was to increase customer retention by offing
certain incentives. While incentive opportunities were not reviewed within each state as a
separate category, opportunities were identified to connect the target demographic to hunting
and shooting sports. These incentives need not be tangible or monetary, but should offer points
of engagement to the target demographic and others through website and Facebook
promotions. Having a reason to come back to the website; read the Facebook, Twitter or other
social media updates; and make a personal connection to the potential participant could be
useful tools in repeat website and social media use.

Recommendations
States should incorporate deals, incentives, reminders, contests, and events to entice
customers to participate in hunting and shooting sports within their websites and on all
social media platforms.
Incentives need not be tangible. Many states motivate customer support and retention by
demonstrating an individuals direct role in conservation whether trough habitat
restoration made possible through license dollars or the conviction of a wildlife law violator
that was made possible through an online tip.

States examples
Wisconsin: The Wisconsin Department of Natural Resources offers first-time license
buyers discounted rates. Certain hunting and trapping licenses are sold at a reduced
fee to residents and non-residents who have not been issued that same type of license,
or a conservation patron license or sports license, in any of the previous 10 years.
xviii

Mississippi/Texas: Mississippi Department of Wildlife, Fisheries, and Parks provides an
opportunity for participants to win a cash prize for completing the annual hunter
surveys. Texas Parks and Wildlife has a similar program that is funded by a sportsmens
group.
New Jersey: Within the New Jersey Division of Fish and Wildlifes License and Permit
Information page, a statement reads, Today the revenues derived from these sales
support, in whole or in part, the operations of the agency. This work includes the
operation of two fish hatcheries and associated stocking programs, a pheasant farm,
enforcement of fish and wildlife regulations, habitat protection, fish and wildlife
research, wildlife management area maintenance and improvement, education, and
other programs and activities. The number of licenses sold also figure in the amount of
federal grants money the state receives from the federal Sport Fish and Wildlife
Restoration Programs. Reviewers were pleased to see an agency providing information
and a direct connection about how sportsmen and women contribute to programs run
by the New Jersey Division of Fish and Wildlife. By incorporating this type of
information, a customer feels he or she is supporting a cause as opposed to just being
forced to purchase a necessity.


Courtesy of GA DNR

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9) Mobile Compatible Websites and Applications
The evaluation team looked at each agency website and analyzed how it looked on a
smartphone or tablet, as the team concluded that to remain relevant and customer friendly,
states must embrace mobile innovation and accessibility. Based on the review conducted for
the Council and a similar review by the Recreational Boating and Fishing Foundation, only five
states reported offering any sort of mobile-friendly webpage in mid-2012. And of those five,
just two had license pages that allow customers to make a purchase using a smartphone, tablet
computer, or other mobile device.
xix
This finding is significant, as an October 2012 survey
conducted by RadiumOne, found 55 percent of mobile-owners in the 18 to 34 demographic
reported having made at least one purchase on a mobile platform in the past six months. This
buying trend continues as another survey by the same company has just been released (2014)
and shows 61 percent of mobile-owners having made a purchase from their device in the past
six months, a 12 percent increase.
xx


Recommendations
Format sites to be used with smartphones and tablets. The majority of state agency
websites that were analyzed during this review had not yet been formatted to conform
to mobile devices and, therefore, was not viewed as user friendly. While these changes
are highly recommended, states that are converting agency websites should also be
mindful of the mobile platforms that are being used. For example, Apple mobile
products cannot use Flash and, therefore, this platform should be avoided.
States should monitor what customers are saying on the Apple iTunes store about an
agencys app (if it has one) as an agency can address issues raised from a commenter.
Websites formatted for mobile technologies should contain simple and direct links to
where licenses can be purchased.

State examples
Kentucky: The Kentucky Department of Fish and Wildlife Resources homepage has
been formatted for mobile devices. Additionally, simple buttons guide a user in two
clicks to the states license sales page as well as to season dates, telecheck and to the
agencys Facebook and Twitter pages.
xxi

Arkansas: The Arkansas Game and Fish Commission has provided QR codes
xxii
on the
physical copies of its Rules and Regulations booklet available at retailers. If a
customer saw the QR code in a store and did not want to carry the booklet around, he
or she could scan the code with their mobile phone and view them online at a later
time.
Georgia: The Georgia Department of Natural Resources embraces mobile innovation by
offering two separate mobile applications for the iPhone and Android smartphones.
These applications provide location-based functionality, making it easier for the
customer to engage or acquire information.



Courtesy of AFWA

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10) Hunter Education Through Online Applications
In the past several years, state fish and wildlife agencies have been evaluating the hunter-
education requirement to ensure it is not an impediment to recruitment or retention. The
review team focused not on the broader issue of recruitment and retention, but rather if an
agency that requires hunter education is doing a good job explaining the requirements, who
they apply to and how user-friendly obtaining the required certifications are. The team
reviewed requirements, opportunities, ease-of-access convenience, and levels of trust. The
evaluation also looked at specific aspects of the course, such as its duration, the cost, the
ability to enroll online, and the target age of the program.

Recommendations
Agencies should consider implementing an online registration platform such as Register-
Ed.com. This approach would provide a cleaner-looking calendar and a more standardized
registration system. Also, it would provide a more convenient option for students who
cannot easily visit a departments office.
Information on how to acquire a hunter education certification should be stated in a clear
and easily accessible manner. Clarify specific requirements for both the traditional course
and the online course. A link to this information should be provided on the homepage.
States should implement an online course for students with time constraints whenever
possible.
Explore incorporating hunter education into the public school curriculum. Reviewers felt
this would provide a much more convenient way for young people to partake in the
program.

State examples
Colorado: The Colorado Division of Wildlife offers a Hunter Education CRASH course.
This one-day, abbreviated hunter education course is intended, primarily, for non-
resident hunters (residents can take the course as well) who wish to hunt in Colorado
but do not have a valid hunter education certificate/card from their state of residence.
CRASH courses are taught during one eight-hour day of intensive instruction, within one
week of the opening of a regular, big-game rifle season. This compressed instruction
and scheduling enables non-resident hunters to come to Colorado, take and pass the
hunter education course, and huntall in concert with their trip. Successful completion
of the course earns a temporary Colorado Hunter Education Certificate, valid until the
end of the calendar year in which the course was taken and passed.
xxiii

Kansas: The Kansas Department of Wildlife, Parks and Tourism provides a hunter
education webpage that features a video with great information on why the course is
important. It has somber undertones, but overall provides a great reason to participate
in the course. Kansas also offers a Crash Course, but unlike Colorado, its course is
limited to non-residents.
xxiv

Wisconsin: The Wisconsin Department of Natural Resources offers high school credit to
students who successfully complete Hunter Education. Reviewers saw this approach as
a great incentive to add to the already informative program Wisconsin offers.













15
Endnotes

i
Southwick Associates, press release, January 3, 2013,
http://www.southwickassociates.com/blog/2013/01/03/online-sporting-license-sales-grow/
ii
https://fishandgame.idaho.gov/content/article/chat-live-fish-and-game-about-2013-licenses
iii
https://basspro.custhelp.com/app/chat/chat_launch/session/L3RpbWUvMTMyNzU5Mzc0NS9z
aWQvd3loNVc2UGs%3D
iv
http://www.portal.state.pa.us/portal/server.pt?open=514&objID=1223013&mode=2
v
http://dnr.wi.gov
vi
http://www.mass.gov/eea/agencies/dfg/dfw/laws-regulations/plain-lang-sum/
vii
http://www.dnr.illinois.gov/hunting/pages/gettingstarted.aspx
viii
http://www.michigan.gov/dnr/0,1607,7-153-10363_56074---,00.html
ix
http://www.ct.gov/dEEP/cwp/view.asp?a=2700&q=439010&deepNav_GID=1633
x
http://www.iowadnr.gov/Hunting/HunterSafetyEducation.aspx
xi
http://www.maineogt.org
xii
http://www.in.gov/dnr/lawenfor/2745.htm
xiii
http://www.mediabistro.com/alltwitter/social-media-men-women_b40738
xiv
Understanding Diversity in Hunting and Shooting Sports, National Shooting Sports
Foundation and Market Decisions Corporation
xv
http://www.portal.state.pa.us/portal/server.pt?open=514&objID=1223013&mode=2
xvi
The Connected Angler: Six Ways to Improve Anglers Online License Experience March,
2013, p 9.
xvii
The Connected Angler: Six Ways to Improve Anglers Online License Experience March,
2013, p 10.
xviii
http://dnr.wi.gov/permits/firsttimebuyers.html
xix
The Connected Angler: Six Ways to Improve Anglers Online License Experience March,
2013, p 7.
xx
http://www.radiumone.com/assets/download/Mobile-Marketing-Survey-Report.pdf
xxi
www.fw.ky.gov
xxii
QR code definition: A machine-readable code consisting of an array of black and white
squares, typically used for storing URLs or other information for reading by the camera on a
smartphone.
xxiii
http://cpw.state.co.us/learn/Pages/HE-CrashCourses.aspx
xxiv
http://kdwpt.state.ks.us/Services/Education/Hunter/Non-Resident-Crash-Course


Courtesy of CLfT

16

APPENDIX 1

Media Consumption of 18 to 34-year-olds who hunted or shot last year.

Media Type 18 to 34
Magazines 70.2%
Websites 65.0%
Television 47.5%
State regulation guides 43.6%
Social media 42.6%
Newspaper 20.9%
Books 18.5%
Radio 3.0%
Other 1.6%
Did not use any media related to fishing,
hunting or shooting in the last three months
6.2%
Total N=165













17

Current Board of Directors

Industry Representatives
Archery Trade Association, Jay McAninch, President/CEO
Bohning Archery, Mike Barnes, Vice President
Freedom Group, Wally McLallen, Vice Chairman
Hoyt Archery, Todd Erickson, Vice President
National Shooting Sports Foundation, Steve Sanetti, President
O.F. Mossberg & Sons, Inc., Joe Bartozzi, Senior Vice President
Primos Hunting Calls, Jimmy Primos, COO

Non-Governmental Organizations
Association of Fish & Wildlife Agencies, Ron Regan, Executive Director
Boone & Crockett Club, Becky Humphries
Congressional Sportsmen Foundation, Jeff Crane, CEO
Ducks Unlimited, Dale Hall, CEO
Izaak Walton League of America, Scott Kovarovics, Executive Director
National Field Archery Association, Bruce Cull, President
National Rifle Association, Chris Cox, Executive Director
National Wild Turkey Federation, George Thornton, CEO
Pheasants Forever, Howard Vincent, CEO
Rocky Mountain Elk Foundation, David Allen, CEO
Safari Club International, Melissa Simpson, Director of Government Affairs
USA Archery, Denise Parker, CEO
Wildlife Management Institute, Steve Williams, President

State Representatives
Arizona, Larry Voyles, Director
Georgia, Dan Forster, Director
Indiana, Mark Reiter, Director
Kansas, Keith Sexson, Assistant Secretary
Massachusetts, Wayne McCallum, Director
South Dakota, Jeff Vonk, Director
Virginia, Bob Duncan, Director
West Virginia, Curtis Taylor, Director

Association of Fish & Wildlife Agencies, Carol Bambery, Board Counsel
U.S. Fish & Wildlife Service (ex officio) Dan Ashe, Director






18

Contact Information:

John Frampton:
President/ CEO

Paige Pearson:
Director of Marketing & Communications

Ashley Salo:
AFWA MSCGP Manager / Industry-Agency Coordinator

Address:
444 North Capitol Street, NW Suite 725
Washington, DC 20001

Phone: 202 624-3600

Fax: 202 624-7891

Email: info@shootingcouncil.org

Website: www.shootingcouncil.org

Facebook: www.facebook.com/thanks4hunting/

Twitter: www.twitter.com/thanks4hunting

Pinterest: www.pinterest.com/thanks4hunting


















19


Courtesy of ATA






Courtesy of NE GPC