R3 through marketing is the project’s purpose. Using 5 trial state Fish and Wildlife agencies, we will implement marketing efforts via a $50,000 grant each to accomplish recruitment, retention, and reactivation of hunters and/or target shooters as this project has successfully done since 2020. The Association for Conservation Information (ACI) along with Wildlife Management Institute (WMI) will open applications for states to apply for grant funds for a marketing campaign that they would like to do. We will select the 5 best proposals as scored by ACI/WMI committee and implement them. The 5 trial states will complete their marketing campaigns within the 2025 calendar year and develop a case study. Expected outcomes include:

1. Increased participation as indicated by engagement with marketing assets and number of licenses sold linked to campaign.
2. Case studies for other states to learn from.
3. Help states learn marketing strategies and try new things.

This project will further develop states’ ability to innovate and continually improve R3 marketing techniques. Over the 2020-2024 awarded R3 marketing grants we have an established working committee and 20 states have been able to put $1 million toward marketing tactics that have accomplished R3. The case studies outline the successes and challenges of each $50,000 project and detail the increase in participation where possible. Over the past several years we have proven this program through helping states invest in marketing and assisting them in implementing effective, trackable campaigns that are tied directly to increasing participation. This year we expect the same. The grant funds will increase participation in hunting and target shooting in a measurable way as has been done in every year this has been funded. This program continues to be one that teaches through case studies and increases participation in a proven way also increasing the effectiveness of our conservation funding system. Deliverables include 5 marketing campaigns that will increase participation in 5 trial states; R3 stats for number of people impacted by these campaigns; and 5 case studies from the 5 trial states. There is still a great need to increase marketing efforts and try new experimental efforts and share the successes and challenges of doing those efforts using marketing to accomplish R3. Intended beneficiaries include 5 trial states; however, every state can learn from these projects that can be replicated in any state if they are successful or learn from the challenges that are faced. People that will be recruited, retained, or reactivated! Subrecipients will be associated with the project. Depending on the trial state projects chosen, subrecipients could include state agencies, a state agency foundation, marketing firm, or other related firm.