DJ Case worked with the Nebraska Game and Parks Commission (NGPC) to increase fall turkey hunting permit sales among lapsed and current turkey and deer hunters in the North Platte region of Nebraska.

NGPC identified fall turkey hunting as an under-utilized resource, and DJ Case conducted focus groups to identify marketing messages that would encourage participation. We worked with NGPC as the agency ran hunting seminars, sent direct mail pieces and purchased advertisements that led hunters to a specially designed Web site with information about fall turkey hunting and how to purchase a license.

The treatment area had twice as many license sales as the control area (rest-of-state) — 11% versus 5%, or a 6 percentage point lift. In addition, the campaign generated 300 more fall turkey hunting permit sales in the target area than were sold there the previous year, whereas fall turkey hunting permit sales decreased in every other region of Nebraska.

Nebraska Game and Parks Commission identified fall turkey hunting as an under-utilized resource, and DJ Case conducted focus groups to identify marketing messages that would encourage participation.