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Ride The Water Works Wonderstm Momentum Using Free Event Planning Kits & Listings
(from Jersey Coast Anglers Association April 2002 Newsletter)
National Fishing and Boating Week, June 1 - 9, 2002 The industry buzz is that anybody with a vested interest in fishing and boating that isn’t taking advantage of this year’s National Fishing and Boating Week opportunities just might be missing the boat on what promises to be the biggest promotion of its kind ever. Proof is in the fact that not just the usual industry companies and conservation agencies are signing up to participate retailers are too, including the country’s largest - Wal-Mart. And there’s still time for others to get on board to order free planning kits and get free publicity.
The reason for all the excitement is that National Fishing and Boating Week 2002, June 1 - 9, is tied directly to the new and highly successful Water Works Wonders™ national advertising campaign and its “Take Me Fishing” theme.
Water Works Wonders is a series of print and broadcast ads with a compelling message for youth and adults to reconnect through the fun of fishing and boating.
By the June date, the national campaign will have delivered more than 1200 million consumer impressions over a 15 month period, all with the same message - fishing and boating are fun activities for family and friends to enjoy.
To tie the national ad campaign and the special event-week together the Recreational Boating and Fishing Foundation (RBFF) is providing free Event Planning Kits to all businesses, government agencies and conservation groups interested in leveraging the equity from the national advertising campaign.
The Water Works Wonders Event Planning Kit includes everything needed to successfully plan, execute and promote such an event for reaching out to new participants and markets. The kits include: Planning strategies, event ideas and tips for identifying and mobilizing local partners/sponsors. A CD-ROM featuring a poster, flyer and print ads which can be customized to advertise your local event
A guide to working with the media, including sample press releases and tips for securing media coverage. RBFF officials say it is important that all companies and organizations with an interest in boating and fishing understand that National Fishing and Boating Week provides an excellent opportunity for businesses of all sizes to piggyback off the massive national advertising campaign to their respective benefits. “First, it is important to realize the true magnitude of what we’re doing here to drive consumers to take action during this particular time...the official kick-off of the summer vacation season,” said Bruce Matthews, RBFF president. “Second, you should understand that this is your program and it’s up to you to take full advantage of it.”
“The free kit contains everything needed to conduct a Water Works Wonders event, plus you can register that event for a free listing on our public website,” he said. Matthews is referring to www.WaterWorksWonders.org <http://www.WaterWorksWonders.org>, a website that is being promoted throughout all RBFF advertising and promotional materials as “the” place for people wanting to learn more about fishing and boating. In fact, all 2002 Water Works Wonders TV and print ads have the tag line - “Where to go. What to do. <http://www.WaterWorksWonders.org>.” This year’s media plan will generate more than 700 million consumer impressions. It follows on the heels of the 2001 campaign that generated over 500 million consumer impressions with national TV spots running on NCAA basketball and FOX baseball, and with print ads appearing in magazines such as National Geographic, Sports Illustrated, Parade and Popular Mechanics. “Hundreds of thousands of families all across the country will be exposed to the Water Works Wonders message through national TV commercials, radio spots and print ads,” said Karen Ridenour, Chair of the National Fishing and Boating Week Steering Committee and Pure Fishing’s Director of Angler Recruitment. “Hosting an event during this particular week gives interested families the opportunity to go to the next level, to learn first-hand about fishing and boating.” Thousands of events are expected to be held all across the country in support of the week, ranging from fishing and boating educational programs to actual on-the-water boating and fishing demonstrations. In fact, most states designate one of the weekends during National Fishing and Boating Week as “free-fishing” days (when no fishing license is required) to allow people to “test drive” these activities. Businesses, organizations and agencies alike can register their specific related events by city and date simply by going to <http://www.WaterWorksWonders.org>, selecting the “Events” tab and providing the requested information.
Boat dealerships and fishing tackle retail locations are perfect sites for National Fishing and Boating Week events and many already have plans for activities, including Wal-Mart. Wal-Mart has announced it will host “Take a Kid Fishing” activities in all of its nearly 2,800 stores on Saturday, June 1. On the following Saturday, June 8, Wal-Mart says it is sponsoring “Kids All-American Fishing Derbies” and other events in its store communities where such on-the-water activities can be held. Local stores will have specific details. But RBFF says this promotion isn’t just for big chains; it’s for everybody. “We are excited to have Wal-Mart’s participation in National Fishing and Boating Week, said RBFF’s Matthews. “But we want to make it clear you don’t have to be a large chain, or even a store at all to host an event. National Fishing and Boating Week is for the benefit of anyone having a vested interest in these industries and we’re here to help with our free Water Works Wonders event planning kits and other guidance.”
“Family time spent fishing and boating is quality time. We all need some of that,” he said. Matthews’ comments are in line with what a Roper Starch survey for The Recreation Roundtable found many families use outdoor recreation as a way to form bonds and transfer important values to children. It reports that a sizable number of Americans feel outdoor recreation strengthens the family as a unit and the children as individuals. “Now, more than ever, it makes sense to take advantage of the emotionally compelling Water Works Wonders national campaign,” added Matthews. “We are pleased to be able to provide all of our partners in the boating, fishing and conservation communities with this kit containing all the tools they need to bring this family reconnect message into their own backyards. And as if that weren’t enough,” he said, “It’s also FREE.” The RBBF says hosting an event benefits participating organizations and companies, as well as their customers and their communities. Such events serve to expand markets, generate new business, and promote environmentally and socially responsible fishing and boating participation.
Companies and organizations wanting to order a planning kit or needing more information on National Fishing and Boating Week can contact RBFF Program Manager Stephanie Hussey by calling 703-519-0013 ext. 101, or via e-mail: shussey@rbff.org <mailto:shussey@rbff.org>.
Planning kit materials can also be downloaded from www.NationalFishingandBoatingWeek.org<http://www.NationalFishingandBoatingWeek.org>. This site can also be used to register your event and list the details of your National Fishing and Boating Week event.
Although National Fishing and Boating Week is June 1 - 9, 2002, it is not essential that all events be held during this time. Materials within the planning kit are not dated, making its contents appropriate for use anytime throughout the year, as well as for subsequent years. All events, regardless of date, can be registered for posting on the <http://www.WaterWorksWonders.org> searchable fishing and boating event database. Visit <http://www.NationalFishingandBoatingWeek.org> today to check out the free materials. While there, remember to register your event now for an early posting to take full advantage of the Water Works Wonders promotion. Do your part to help introduce new participants to the family fun of fishing and boating.
Contact: Kirk Gillis, RBFF, (703) 519-0013 ext. 109
Gary Dollahon, Brothers & Co., (918) 743-8822, ext. 24