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.
TMF ESPN Bassmaster
In the world of Bassmaster on ESPN, every catch is big. With each strike, there’s excitement and drama. And what’s on the other end of the line could mean the difference between winning and losing a tournament. To bring this idea to life, we created a visually stunning campaign for both the Bassmaster Classic and Bassmaster Elite Series, highlighting many of the top anglers in the sport.
C+M Most Awarded Agency At The Show Second Year In A Row
MINNEAPOLIS, Nov. 17, 2010 - For the second year in a row, Colle+McVoy is the most awarded agency at The Show, this year’s Advertising Federation of Minnesota’s annual award show. The agency won 74 awards in total, including the most gold (14), silver (12), bronze (10) and merit awards (38). Work was accepted into every medium of the awards (design, print, radio, TV, digital, OOH, guerrilla, integrated), recognizing the agency’s truly integrated offering.
"As an agency, it’s very rewarding to see our drive for standout work pay off and be recognized alongside the best work in the community," said Mike Caguin, executive creative director, Colle+McVoy.
Colle+McVoy received awards for creative work for Caribou Coffee, Recreational Boating & Fishing Foundation, People For Bikes/Bikes Belong, Taubman Centers, Koala Ranch Wine, Minnesota State Lottery and more.
The Show is a widely recognized standard of excellence in the advertising industry. The awards honor the best work in advertising, design and interactive, as well as student work.
C+M Further Expands Growing Interactive Team
MINNEAPOLIS, Sept. 23, 2010 -Colle+McVoy announced today the addition of six new hires to its thriving interactive team to meet the growth in digital billings for clients such as Land O’Lakes, Caribou Coffee, Taubman Shopping Centers and the Recreational Boating & Fishing Foundation (RBFF). They include:
- Bridget Charon has been hired as senior interactive producer. Previously she specialized in green/sustainable marketing with high-profile companies including Nature Works LLC and Cargill Dow.
- Ryan Olson has been hired as interactive account supervisor and has extensive national brand marketing experience with General Mills, Hormel Foods, H&R Block, Dish Network, Great Clips and Famous Dave’s Restaurants.
- Tiffany Hahnfeldt has been hired as interactive producer and recently worked with clients such as Target, Best Buy, Ameriprise, St. Jude Medical and Minnesota Public Radio.
- Josh Vadnais has been hired as interactive creative developer. Formerly a web application developer, Vadnais worked with Medtronic, Rochester Medical, UnitedHealth Group and Abbott Vascular.
- Alex Ehlen has been hired as junior interactive designer. As an intern at Colle+McVoy, he worked with Caribou Coffee, Taubman Shopping Centers, CHS and IBA.
- Grant Olson has been hired as an associate interactive strategist. During his summer internship at Colle+McVoy, he worked on Land O’Lakes, Zimride, Taubman Shopping Centers and RBFF.
"These new hires enhance our team and increase the depth of interactive offerings available to our clients," said Craig Pladson, director of interactive strategy, Colle+McVoy. "Colle+McVoy is and will continue to be an industry leader in delivering smart, results-driven interactive experiences."
Photos available upon request.
C+M Hires New Interactive And Copywriting Talent
MINNEAPOLIS, April 1, 2010 - Minneapolis-based advertising agency Colle+McVoy advances to meet the ever-evolving needs of the agency and its growth attributed to clients such as Caribou Coffee, Purina and the Recreational Boating & Fishing Foundation with the announcement today of six new hires:
Lisa Holzemer has been hired as a senior interactive producer. Previously, Holzemer was a producer at MRM Worldwide and Martin Williams.
Ben Clymer has been hired as an interactive designer. Clymer recently worked at Preston Kelly on various accounts, including HealthPartners, Roundy’s, Taco John’s and Grand Casino.
Fabien Dodard has been hired as a junior art director. Dodard previously worked at Boulder, Colo. based Crispin Porter + Bogusky and for a Haiti-based ad agency for five years.
Jenny Kirmis has been hired as a junior copywriter. Kirmis is a recent graduate of the Miami Ad School.
Brice Hemmer has been hired as a junior interactive designer/developer. Hemmer has interned at Poplife and Complt Design Studio.
Tom Ferrara, a recent graduate of the University of Minnesota, has been hired as an interactive developer.
"The sum of new hires adds significantly to our existing deep pool of talent within the creative group and will simply provide more expertise for our clients," said Mike Caguin, executive creative director, Colle+McVoy.
Photos available upon request.
C+M Wins Caribou Coffee Account
Named agency of record for second-largest coffeehouse operator in America
MINNEAPOLIS, February 20, 2009 - Colle+McVoy received a strong shot of new business after being named agency of record for Caribou Coffee, the second-largest company-owned gourmet coffeehouse operator in the United States. The agency was selected after a very competitive and challenging search.
"Colle+McVoy’s approach was very courageous. Their creative ideas pushed our brand in a more innovative direction, which we believe will help differentiate it for today’s customers and future generations," said Caribou Coffee Senior Vice President of Marketing Alfredo Martel. "The team presented a comprehensive strategy to drive growth and create long-term value, as well as actionable solutions for our immediate needs."
"We have been given an amazing opportunity to help Caribou Coffee become the leading gourmet coffee brand in the world," said Christine Fruechte, president and CEO, Colle+McVoy. "Every idea we create needs to be engaging and tell the brand’s memorable story through groundbreaking programs." Colle+McVoy ended 2008 with revenues at an eight-year high, driven, in part, by high-profile assignments from ESPN, Yahoo! Messenger, Recreational Boating & Fishing Foundation, and Manhattan Toy Company, to name a few.
Colle+McVoy will share in the brand strategy and planning, as well as manage the day-to-day execution of all marketing campaigns for Caribou Coffee, including brand identity, package design, interactive, advertising and promotions. The scope includes consumer marketing via all channels (trade, retail and online). Program budgets have not been finalized.