Wildlife Foundation of Florida Wants to Sell More Fishing Licenses to Support Conservation September 10, 2014

By Dinah Voyles Pulver

Published: Monday, September 8, 2014 at 7:08 p.m.

Tim O’Neil can only watch the wild success of the ALS Ice Bucket Challenge in awe as he continues rolling out the Florida Wildlife Foundation’s new campaign to convince more Floridians to support wildlife conservation by buying fishing licenses.

Like many other marketing gurus across the country, O’Neil, the foundation’s marketing director, would love to achieve similar success.
“They moved the needle so much on that it’s unreal,” O’Neil said of the ice bucket challenge, which raised nearly $100 million to fight Lou Gehrig’s disease since late July.

O’Neil, who lives in Flagler Beach, is hoping for more of a “slow boil” campaign that captures the interest of a vast array of Floridians. The foundation hopes to educate all Floridians on the conservation benefits of buying a fishing license and enlist them to improve access to and management of the state’s famous fishing venues.

So far, foundation officials have been pretty pleased. Within 24 hours of launching the new “I Do!” campaign on Facebook, the social media page captured more than 1,000 likes, O’Neil said. The foundation is quickly building a coalition of partners to help with its new promotion. They’ve already landed promotional spots with marine artist Guy Harvey and Mason Mingus, a driver in the ARCA racing series.
O’Neil hopes they can sell at least 200,000 additional fishing licenses in the next year.

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