TPWD Social Media

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2016

"WIN YOUR DREAM YEAR OUTDOORS" PROMOTIONAL DRAWING

Campaign Goals

Collect email addresses from hunting and fishing license buyers Create excitement and interest among the hunting and fishing communities. Increase license sales; motivate earlier purchase of licensees.

Background  When 2017 fishing and hunting licenses go on sale on August 15, 2016, Texas anglers and hunters will have the opportunity to participate in a drawing to “Win Your Dream Year Outdoors.” We think this will create a lot of excitement in the hunting and fishing communities.

 Anyone who purchases a license and enters the drawing by November 30 can participate -- by visiting the TPWD website, providing a valid email address and opting-in for fishing and/or hunting email updates from TPWD.  New and existing valid Texas license holders (annual, combo or lifetime) will be eligible for one grand prize package and three runner-up prize packages.  Cabela’s is our retail sponsor and TPWF is also a sponsor

Target Audience

Primary: • Men 25-54. • Previous, current or new license purchasers • Focus on Supercombo license buyer, when identifiable. Secondary: • All previous, current or new hunters and anglers whose email addresses we have -- but these email addresses are not tied to the customer ID # in database.

Grand Prize Package – winner takes all!

Prize Package - Descriptions Grand Prize Package - 1 winner receives all of the following: • A guided bass fishing trip with Cabela’s Pro Staff Ambassadors Wade Middleton, host of Cabela’s Fisherman’s Handbook, and Clark Wendlandt (host of Fishing Texas) to be filmed and shown nationally (CareCo TV Productions) • A guided freshwater fishing trip for monster catfish on Lake Tawakoni provided by Lake Tawakoni Guide Service • A guided bay fishing trip provided by the Coastal Conservation Association Texas • A guided dove hunting trip provided by the Texas Dove Hunters Association • “Coastal Biologist for a Day” with TPWD biologists • Devil’s River kayak fishing trip with TPWD biologists • $1,000 Cabela’s gift card; $500 in Cabela’s fishing gear; $500 in Cabela’s hunting gear • Franchi 12 gauge shotgun donated by McBride’s Guns • Super Combo License (Valid for License Year 2018) • LaQuinta Inns & Suites room vouchers (12 vouchers are packaged with trips; 4 are extra))

Key Dates July 22 – Coming soon page on TPWD website August 15 – Drawing entry page goes live August 16 – News release sent August 22 to November 30 – social media, press, online ads, print ads, radio, web November 30 – Deadline to enter December 1 – Promotion over December 2 – Email to grand prize winner December 2-12 Winner acceptance December 13 - Announce winners

Communications Tactics

News Media

Online ads

Social Media

Website

Cabela’s In-store

Email

TPW Print & Broadcast

Collateral Materials

Cabela’s Retail Ads

TPWD Pre-launch web landing page

TPWD Website Landing Page (1 of 5) (mobile view)

www.tpwd.texas.gov/DreamYear

TPWD Website Landing Page (2 of 5)

TPWD Website Landing Page (5 of 5)

TPWD Website Homepage – Hero at top of page (Sept.16 – x)

Article on TPWD Website Homepage

(Nov 1-30, 2016)

Print ads in Magazines Print ad in Texas Monthly Magazine Full page in Oct issue Readership: 2,700,000

Print ad in TPW Magazine Full page in October 2016 issue Readership: 500,000

Note: the ad will be based on the concept/text for the poster. This is a placeholder.

TPW Outdoor Annual

Full page ad 2.5 million copies distributed

TPW Magazine article November issue

Posters For display in Cabela’s Texas stores

Spotlights on TPWD web pages Run 8/15 - 11/1

Run 11/1 – 11/30

• • •

Spotlights ran on TPWD Homepage, Hunting and Fishing pages Spotlights link to new landing page www.tpwd.texas.gov/DreamYear Available size: 500 x 200 (optimized for mobile); 250 x 100 for web

Spotlight on Hunting Home page

Hunting: E-banners for emails and e-newsletters (600 x 100 pixels)

8/15 – 9/15

9/16 – 10/15

10/16 – 11/5

11/6 – 11/30

Fishing: E-banners for emails and e-newsletters (600 x 100 pixels) Runs: 8/15 – 9/15

9/16 – 10/15

10/16 – 11/5

11/6 – 11/30

Mobile App ad for TPWD Outdoor Annual

Starts 8/5

(320 x 50)

In-store displays in Texas Cabela's retail stores (digital boards and end-caps)

Will be included in the six Texas Cabela’s locations

Cabela’s shopping bag stuffers (qty = 25,000; 8.5” x 5.5”)

Press Release – 8/16

LINK TO PRESS RELEASE: http://tpwd.texas.gov/newsmedia/releases/ ?req=20160816a

Messaging on License Sales Terminals

Email Blasts Total sent: 1,550,711 Total opened: 349,882 (23%) Total clicks on links: 62,271 (18%)

Emails – 1,022,771 qty • Hunting Offers & Promotions lists • Fishing Offers & Promotions lists • TPWD News Releases • TPWD Updates • Hunting Updates • Fishing Updates

E-newsletters – 528,000 qty •Hunt Texas - on 8/18 & 10/19 •Fish Texas – on 8/31 & 11/2

Email – Regional Fishing Reports

Sent to: Subscribers of TPWD Freshwater Fishing Reports (32,446 recipients on 8/17/16)

Email – to Fishing & Hunting "Offers & Promotions " lists (1)

Sent to: Subscribers of Hunting Offers & Promotions list and Fishing Offers and Promotions list (140,000 recipients on 8/27/16)

Email to Fishing and Hunting Offers & Promotions

(cont'd)

Email to Fishing and Hunting "New License" Buyers "Tests" Subject: Make the Most of Your License To: New hunting and fishing licenses Qty: Open Rate: Click to Open rate:

Subject: Make the Most of your Fishing License To: New hunting and fishing licenses Qty: Open Rate: Click to Open rate:

Subject: Your Hunting and Fishing License Perks! To: New hunting and fishing licenses Qty: Open Rate: Click to Open rate:

Email to Hunting Offers & Promotions Sent 10/13 to 136K Hunting Offers & Promotions subscribers. 20% open rate. 22% click to open rate

E-newsletter: Fish Texas

Email: Quail Season Opener

Email: Deer Season Opener

Social Media- Facebook, Twitter, Instagram

Social Media: Videos - by sponsor (Cabela’s) https://vimeo.com/185701991/1e31820b38

Social Media- by prize donor (Coastal Conservation Association Texas)

Social Media: Videos – TPWD Fisheries

Inland Fisheries Under construction

Coastal Fisheries Under construction

TPWD Social Media – Main Page FB Post on 8/16

TPWD Social Media - Twitter Dream Year was a popular tweet, according to “Best TX Gov’t Tweets” TPWD Hunting @TPWDhunt Oct 18

Need to upgrade your gear? Make it your Dream Year with a $1,000 Cabela’s gift certificate & $500 in hunting gear. https://goo.gl/OUYBL8

0 replies 2 retweets 1 like

TXGovTweets @TXGovTweets

@TPWDhunt Congratulations on writing a great TX Gov Tweet! http://txgovtweets.measuredvoice.com/TPWDhunt/status/788360233584177152 … (Ranked 15th for Oct 18.)

TPWD Social Media FB Post on 8/20

TPWD Social Media FB Post on 9/2

TPWD Social Media FB Post on 9/17

TPWD Social Media FB Post on 10/7

TPWD Social Media – FB Hunt Page FB Post on 10/7

TPWD Social Media – Twitter Hunt Twitter on 10/8

TPWD Social Media – FB Hunt Page FB Post on 10/14, also on Twitter

TPWD Social Media FB Post on 10/13

Paid Online Ads on Facebook "Newsfeed"Carousel Ads

Two flights: 9/15-30 and 11/1 – 11/15 Carousel ad displays 4 photos if clicked on

Paid Online Ads on Facebook “Newsfeed” – Static Ad

Online ad Targeting We spent $8,572 on Facebook Newsfeed ad buy. Our ad targeting was limited to highest-potential prospects: • 25-54 year old males with an interest in hunting • Super Combo holders with phone numbers but no email address on file. • Main TPWD FB page fans who have an interest in hunting and are 25-54 year old males. • Hunt Texas FB page fans who are 25-54 year old males

Facebook Placement Report

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September placements that ran: • Newsfeed Ads – Interests Audience – Carousel & Static Ad • Newsfeed Ads – TPWD Hunt Fans Audience – Carousel & Static Ad • Newsfeed Ads – TPWD Fans Audience – Carousel & Static Ad • Newsfeed Ads – TPWD Phone Number List Audience – Carousel& Static Ad

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November placements that ran: • Newsfeed Ads – Interests Audience – Carousel Ad • Newsfeed Ads – TPWD Fans – Static Ad • Newsfeed Ads – TPWD Phone Number List Audience – Carousel Ad

Campaign Performance Summary

CONVERSIONS

Publisher / Network 9/15/16-9/30/16 Served Total 11/7/16-11/21/16 Impressions Clicks Facebook Newsfeed Ad - Interests - Static Ad 31,500 516 Facebook Newsfeed Ad - TPWD Hunt Fans - Static Ad 21,437 182 Facebook Newsfeed Ad - TPWD Hunt Fans - Carousel Ad 96,279 794 Facebook Newsfeed Ad - TPWD Fans - Static Ad 251,516 1,614 Facebook Newsfeed Ad - Interests - Carousel Ad 1,477,488 16,282 Facebook Newsfeed Ad - TPWD Fans - Carousel Ad 14,758 112 Facebook Newsfeed Ad - Phone Numbers - Carousel Ad 210,046 2,347 Facebook Newsfeed Ad - Phone Numbers - Static Ad 48,219 537 Totals 2,151,243 22,384

Click Rate 1.64% 0.85% 0.82% 0.64% 1.10% 0.76% 1.12% 1.11% 1.04%

Conversion TPWD Rate To Email Promotion TOTAL CPC TOTAL Submit Success CONV. $0.23 19.96% 103 103 $0.39 26.92% 49 49 $0.34 18.51% 147 147 $0.56 30.30% 489 489 $0.28 14.26% 2,321 2,321 $0.38 16.07% 18 18 $0.73 20.66% 485 485 $1.08 30.17% 162 162 $ 0.37 16.86% 3,774 3,774

$ $ $ $ $ $ $ $ $

Gross COST 117.45 70.14 266.28 898.67 4,502.32 42.66 1,704.74 581.40 8,183.66

TOTAL CONV. CPA $ 1.14 $ 1.43 $ 1.81 $ 1.84 $ 1.94 $ 2.37 $ 3.51 $ 3.59 $ 2.17

Google Analytics- Dream Year landing page

Winners announced on web

Overall Results - Summary    

Almost 1 million people were reached with social media (950,000 people reached via paid advertising on Facebook and other posts on TPWD, CCA and TPWF social media) Thousands of customers in 9 Cabela’s retail stores in Texas saw 25,000 bag stuffers, shelf talkers, digital billboards, ads in pre-printed inserts and other store advertising. Over 1.5 million emails reached qualified hunters and anglers (1,550,711. Over 36,000 entries were received online and over 32,279 email addresses were added.