| Pure Michigan Hunt (PMH) is a new multi-species drawing that offers its three winners a license to hunt elk, black bear, antlerless deer, spring and fall turkey, and waterfowl. Building awareness, interest and participation in the drawing is vital to the success of the campaign. Identifying marketing communications tactics and appeals that will engage Michigan hunters and ultimately increase Pure Michigan Hunt application sales is the main objective of this research.;Personal laddering interviews and focus groups were utilized to identify hunters' means-end chain knowledge structures associated with hunting, perceptions and opinions of PMH and the Department of Natural Resources (DNR), and the barriers and facilitators to hunters' purchasing of a PMH application. The findings were used to revise previous typologies of hunters, and develop recommendations for future advertising. In addition, the findings support the value of using established consumer research methods for the development of marketing strategies. These methods can enhance the public images of state agencies such as the DNR that oversees statewide hunting and wildlife conservation, and generate more interest in specialty licensing programs. This research provides valuable insight of hunters, communication strategies, and advertising appeals that other states should also consider implementing. |
