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duck shooting presentation

present by Natalie Maroki, Maria Prokudina, Angelique Tagaroulias, Zilong Chen & Charlotte Stephens

Background

  • Established in 1948
  • 33,000 members and 17 branches in Victoria
  • Official NGO status within the UN
  • Lobbies State and Federal Governments on behalf of members

key message:

Target Audience:1

Current Members

Current membership: 160,000 across Australia

33,000 in Victoria

Primarily male, but growing among young people

Duck hunting is a responsible and ethical activity that provides economic benefits for the state of Victoria

To protect and promote responisble duck shooting and to improve public perceptions of duck shooting

Goal:

Target Audience 2:

Government and regulators

Current Legislation

Target Audience 3:

Regional Victoria

  • Game Management Authority, Depatment of Environment and Primary Indstry, Parks Victoria, Minister for Agriculture and Food Security, Shadow Minister for Agriculture.

  • Good working relationship with governemnt and regulatory bodies

  • Higher unemployment and lower investment
  • Direct economic benefit from duck season
  • Higher proportion of primary producers and hunters

  • 2 main communication channels - website & facebook
  • Lobby government directly to achieve objectives
  • advertise duck hunting season dates on facebook page and website
  • Twitter
  • Produce a range of national publications (monthly, quarterly and annual magazine

Strengths - Strong reputation as a professional, responsible and ethical organisation

Weaknesses - Negative perception by association

Opportunities - a growing sporting activity, merging international markets, changing demographics

Threats - Public opposition / activism to duck shooting

  • Bag limits (10 ducks per day)
  • permits and licenses
  • hunting areas
  • hunting seasons (15 March - 19 June)

Current Communication Practices

SWOT analysis

Objectives

Current Members

1. Increase social media following

2. Increase the sharing of posts and re-tweets on social media

3. Better compliance of rules and regulations

Tactics

Current Members

  • Promote social media pages
  • Increase activity on Facebook, Twitter and Instagram
  • Share videos on social media
  • Promote responsible and safe hunting practices

Evaluation

Current Members

  • Overall engagement with members
  • Social media following and engagement
  • Membership numbers
  • Comparison of illegal activity in previous years

Objective

Government and regulators

1. Maintain government support for current duck hunting season arrangements and regulation, ensuring a full season in 2015.

2. Possibly, achieve an increase of bag limit, depending on environmental factors

Tactics

Governemtna and regulators

  • Presentation and recommendations for Game Management Authority Board
  • Email to the minister directly, outlining the position and reinforcing recommendations
  • Maintain regular contact with relevant departments and agencies in the lead-up to the announcement and beyond

Evaluation

Government and regulators

  • Duck hunting season announcement

Objective

Regional Victoria

To increase awareness of the benefits of duck shooting to regional communities and increase public support for duck season.

Tactics

Regional Victoria

  • Implement a radio and newspaper campaign
  • Key messages:
  • $100 million annual benefit to regional towns
  • Wild game is the ultimate free-range produce
  • New award-wining game cookbook
  • Most hunters are responsible and ethical
  • Call to action: email your local state member

Evaluation

Regional Victoria

  • Telephone surveys pre- and post- campaign to measure affect. Aim is 25% improvement.
  • The number of petition emails sent from our site.
  • Audience reach through radio and newspapers.
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