Mission: To implement an informed, consensus-based national outreach strategy that will increase participation in recreational angling and boating and thereby increase public awareness and appreciation of the need to protect, conserve and restore this nation's aquatic natural resources.
Programs: Consumer engagement: the objective of rbff's consumer engagement program is to increase participation in recreational boating and fishing by recruiting new audiences to the sport through a national marketing and communications campaign designed to increase awareness of fishing, boating and natural resource conservation; dispel negative stereotypes; and encourage consideration, trial and, ultimately, participation. Take me fishing is the brand that carries rbff's messages and the appeal of boating and fishing to general market consumers. Across the take me fishing website and also in ads, psas, tv, video, social media and events, the take me fishing brand reaches and motivates millions of people to enjoy boating and fishing. See schedule o
state engagement: the objective of the state engagement program is to grow the number of anglers and boaters by working in collaboration with state agencies to develop, implement and evaluate innovative recruitment, retention and reactivation (r3) activities. Share results and details of r3 efforts with all state agencies so that each individual agency can successfully implement these programs. Many state partners are following recommendations and strategic tools for effective angler recruitment, retention and reactivation, a new playbook for assessing and improving current r3 tactics and developing effective new ones. See schedule o
industry engagement: the objective of the industry engagement program is to partner with industry manufacturers and retailers to develop and implement marketing projects designed to increase category growth through research and to develop consumer insights, knowledge and tools that the fishing and boating industries can use to grow their individual brands. Increased participation in boating and fishing is a bulwark against a changing consumer environment. The more boaters and anglers out there, the greater the demand for industry products. In fy18, rbff's take me fishing-branded r3 activities increased participation. Rbff also instituted initiatives to help industry partners themselves reach and engage new customers. See schedule o