The Michigan Wildlife Council (MWC), a nine-member commission appointed by the governor, was established by legislation in 2013. The MWC’s purpose is to preserve Michigan’s outdoor heritage by educating its residents about topics such as the crucial link between hunting, fishing and wildlife conservation; the fact that hunting and fishing licenses fund the majority of the costs to maintain Michigan’s natural resources; and ways in which all residents can enjoy the great outdoors. MWC relies on strong and open lines of communication with influential government decision-makers to maintain the integrity and forward mobility of its mission. Güd Marketing has served as the communications agency of record with the goal of increasing awareness of the essential role that outdoor enthusiasts play in conservation.
Our extensive and evolving work for MWC has comprised many initiatives, including capacity-building measures such as the “Here. For Generations” public education campaign. The first year of the campaign (2016) focused on building connections with the outdoors among moderate approvers of hunting living in suburban and urban areas of the state, as well as establishing credibility for the Michigan Wildlife Council. Building on that foundation, the next two years focused on telling the story of wildlife management to an audience who was largely convinced that “nature will take care of itself.”
The next building block was introduced in 2018 with awareness that wildlife management work is funded by hunting and fishing license fees, not state taxes. The comprehensive public education campaign is implemented across multiple communications platforms — launching annually each spring to take advantage of the seasonal change that inspires an increase in thoughts of nature and outdoor activities. Innovations continued in 2021 with opportunities to engage audiences in their backyards through experiential events and social influencers.
Campaign Tactics
Public Relations
TV Ads
Billboards/Outdoor Advertising
Video
Websites
Content Articles
Meaningful, Measurable Results
Güd Marketing’s partnership with the Michigan Wildlife Council has been successful since its inception — awareness and support for hunting, fishing and conservation has increased dramatically. Measurable engagement with MWC’s website and programs has exceeded expectations. Güd Marketing’s focused communication with key government decision-makers to instill and uphold the relevancy of MWC’s purpose has been instrumental to the council’s success.
$600K
Added advertising value
16-Point Increase
In knowledge among non-hunters in West Michigan of the positive impact that hunting and fishing have on Michigan jobs
44% Increase
In agreement among non-hunters in Southeast Michigan that wildlife require management by humans to thrive
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