Take Me Fishing: Building The Nation’s Number One Online Resource
TakeMeFishing.org Case Study
Visit the site: www.takemefishing.org »
Fishing and boating have always been ways to escape from everyday stress while connecting with friends, family and nature. Research indicated that we needed to make the sport of fishing relevant to today’s consumer who was not motivated by nostalgia or serenity, but rather by active experiences and socialization. That led us to our core insight: Where land ends, life begins. That insight has helped us make TakeMeFishing.org the nation’s primary vehicle for increasing interest and participation in boating and fishing. Along the way, site traffic has quadrupled in under four years. The fully integrated, award-winning Take Me Fishing™ campaign contributed to an increase in overall license sales in 2009, marking the highest increase in fishing license sales since the 1970s. An increase in participation has also helped generate millions of additional dollars for conservation efforts.
The Recreational Boating & Fishing Foundation (RBFF), the nonprofit organization behind TakeMeFishing.org, is dedicated to aquatic conservation and increasing participation in fishing and boating. When we began working with RBFF in 2008, fishing license sales and participation had been on a steady decline. Since license proceeds go back to protecting the nation’s aquatic resources, Colle+McVoy was given the assignment of increasing participation and preserving a classic American pastime for future generations.
Take Me Fishing: Master Casters
TMF Master Casters
Visit the site: www.takemefishing.org/fishing/videos/master-casters »
We wanted to attract younger people to fishing in a whole new way. Capitalizing on the success of the XGames and shows such as Jackass, we created a series of videos featuring fishing in a whole new light. One of which features an expert angler hitting clay pigeons out of the air at a gun range with his rod, reel and lure.
Take Me Fishing: Website
Selling a million new fishing licenses in the highly competitive leisure market was the challenge issued to us by the Recreational Boating & Fishing Foundation. A 2,500-page online fishing compendium was the core of our solution. TakeMeFishing.org is the definitive destination for all things fishing. Want to learn to cast? Check out Fishopedia, the A-to-Z guide to catching, cleaning and cooking fish. Want to tell people about your favorite fishing spot? Upload it to Hot Spots, a Google Maps-enabled, first-of-its-kind web application.
Visit the site: www.takemefishing.org »
Take Me Fishing: Mobile Case Study
Visit the site: www.takemefishing.org/mobile »
We conducted user studies that revealed the features most desired by consumers, such as where to fish and general how-to information. We then combined with the style and functionality of TakeMeFishing.org to the launch the brand into the mobile space. A first-of-its-kind in the category, it became the go-to resource for planning a day on the water. Initial data shows the mobile site is helping produce double-digit increases in overall site traffic. And shortly after launch, it was celebrated as a must-see mobile experience by Communication Arts and Creativity — and named the FWA’s Mobile Site of the Day.
The Recreational Boating & Fishing Foundation (RBFF) is the nonprofit organization behind TakeMeFishing.org and is dedicated to aquatic conservation and increasing participation in fishing and boating. As the use of smartphones skyrocketed, we wanted to continue to set anglers up for success, regardless of where they accessed the brand. How could we give fishing enthusiasts a wealth of information when they most likely have a fishing rod in one hand?
Take Me Fishing: Non-Traditional Print
TMF Non-Traditional Print
Fishing is an interactive experience.
The Recreational Boating & Fishing Foundation is an organization dedicated to getting people out on the water more often. In order to build awareness and drive traffic to their site, TakeMeFishing.org, we partnered with outdoor lifestyle publications to place messaging in unexpected places.
Recreational Boating & Fishing Foundation: Client Profile
The Recreational Boating & Fishing Foundation (RBFF) is a nonprofit organization dedicated to aquatic conservation and increasing participation in fishing and boating. Its mission is to protect, conserve and restore our nation’s aquatic natural resources through its TakeMeFishing.org and Anglers’ Legacy initiatives.
C+M Wins Two Judge’s Choice Awards at AIGA MN Design 2011
MINNEAPOLIS, May 12, 2011 - Colle+McVoy won two Judge’s Choice Awards and had seven pieces selected (tied for the most selected) at the AIGA Minnesota Design Show 2011. The awards, sponsored by AIGA Minnesota, highlight the region’s top work, submitted by creative professionals and students, and is judged by a panel of nationally recognized design professionals.
"This is incredible recognition since the Twin Cities design community features some of the most creative work in the nation," said Ed Bennett, design director, Colle+McVoy.
Colle+McVoy won two of four coveted Judge’s Choice Awards for the corporate identity for People for Bikes, the nation’s largest unified movement to improve bicycling, and for the Schwinn Bell Choir, a holiday campaign for Schwinn featuring eight festive people on bikes performing e-carols that helped get bikes and helmets to kids across the country.
The other five pieces selected into the show include the agency’s All Set Card Set, Caribou Coffee Globe/Donate/I Heart You out-of-home (OOH) campaign, Caribou Coffee Oven OOH, Schwinn Calendar and the mobile site for TakeMeFishing.org.
AIGA Minnesota supports the interests of professionals, educators and students who are engaged in the process of designing, regardless of where they are in the arc of their careers. Its mission is to advance designing as a professional craft, strategic tool and vital cultural force. It is one of the largest chapters in the AIGA, serving nearly 1,300 members in Minnesota and the upper Midwest.
C+M Launches New Mobile Site For RBFF
MINNEAPOLIS, February 24, 2011 - Today Colle+McVoy launched a new, fully integrated mobile Web site for the Recreational Boating & Fishing Foundation (RBFF) and its Take Me Fishing brand. Mobile site users now have on-the-go access to plan, prepare and equip for a great day on the water. Overall, the mobile site works to take the most mobile-appropriate and relevant offerings from takemefishing.org (the most comprehensive source on the web for all things fishing and boating) and puts them into an easy to navigate layout, allowing visitors to access information quickly and simply.
http://www.takemefishing.org/mobile (best viewed on a mobile device)