Hooking New Anglers with Compelling Lures
The PA Fish and Boat Commission, faced with decrease market awareness and licenses, turned to Gavin to produce a robust digital and market awareness campaign.
Having managed digital buys for PA Fish and Boat ongoing, Gavin was turned to when the Commission needed to review market messaging to advance its market presence and audience reach.
Working with the Commission, we developed a go-to-market strategy supporting development of new audiences, including women and Spanish-speaking audiences, and key geographies of growth opportunity with close proximity of waterways.
Gavin crafted messaging and creative by audience segment and rolled out precisely targeted digital strategies, including testing creative and messaging for a final strategy development for a statewide rollout.
Our team continues to manage.
What We did:
- Messaging
- Creative
- Google Ad Management
- Display
- PPC
- SEO
- SEM
- Text, static, and animated ad content
- Target demographic researched
- A/B Testing
- Website Improvement
- Performance Reporting
- Strategy Consulting
- Spanish-Language Advertising
- Enhanced ad targeting awareness & performance in support in online sales
- Created personalized experiences for unique audience profiles across buying stages
Results
- Development of behavior profiles
by target audience
- Successful Spanish-language
campaign rollout
9,000,000
targeted impressions
1%
click through rate average
for the duration of the campaign