Southwick and Associates did a marketing analysis of 499 applicants for pilot programs in Arkansas, Kentucky, Georgia and Wisconsin. The market analysis used two primary tools:
- Tapestry segmentation analysis. ESRI® of Arlington, Virginia provides the Tapestry™ data service. ESRI describes their Tapestry segmentation system as “providing an accurate, detailed description of America’s neighborhoods.”
- The second method applied Market Potential analysis, also provided by ESRI® of Arlington, Virginia. It was computed by using Tapestry segmentation data in conjunction with data from a set of integrated consumer surveys from GfK MRI, a media and consumer research firm.
Market analysis of the pilot program and applicants showing interest in the courses focused on identifying specific markets for potential program expansion. Lifestyle segmentation of the program participants and applicants allowed us to delve into the tastes, preferences and habits of the participants to identify distinctive types of people (market segments) as the preferred targets for expansion. Using market potential analysis, we the used the distinctive traits of the target segments to identify specific areas at the state and national levels that offer the greatest promise for program expansion.
Through Tapestry© lifestyle segmentation, we find that interest in these programs stemmed from a community of people who were young, diverse, and tech savvy. A sense of connectedness to the land and local sources of food were also important components of their lifestyle. While the dominant segments among applicants are not those typically identified as communities which commonly engage in fishing and hunting activities, members of those segments report active engagement in other outdoor recreational activities. In particular, a survey of participants by Responsive Management finds that hiking and camping are among their top three outdoor recreational activities. The majority (53% or more) also indicate that they shop at farmer’s markets.
This chart indicates the Tapestry© lifestyle segmentation of applicants. The top 5 Tapestry profiles are attached to this article as resources.
Using the Market Potential data only, we also identifies the top three locations within each of the 50 states for a food-motivated, adult hunter or angler training program. , as well. The detailed list is attached to this article as a resource.
Based on the applicant Tapestry and activity profiles, we see several marketing and outreach opportunities to promote similar programs in areas outside of the pilot locations. Social media offers a low cost and likely effective means to engage this technology savvy group of potential anglers and hunters. Building partnerships with other agencies, businesses, and organizations is needed to extend the reach of recruitment efforts beyond the friends and family circle. Beyond the traditional avenues for reaching typical markets of anglers and hunters, future efforts should utilize local farmer’s markets, State Parks programs, campgrounds, and membership groups to reach these non-traditional locavore-oriented anglers and hunters.