I read “The Seven Tips for Agency Survival” by Alain Thys. He was talking about marketing and ad agencies surviving, but I read it as if it was about state wildlife or game agencies. (I read most things and watch TV that way.) I have the sense that wildlife agencies now seek out marketing specialists for they are at risk, serious “down-sizing” and increasing public frustration over the difference between their past and emerging roles. They have needs, big ones, and they or their image may fail. They are threatened by being consumed by environmental agencies, surrounded by anti-hunting sentiment, and their lands (and staff) eyed by forest, park, and recreational agencies. Lands are threatened as politically innocuous routes for corridors for every power, gas, and water line from every development. A major funding source for them declines, i.e., taxes from sporting arms and ammo and fishing equipment.
Thys had tips for marketing and advertising agencies to break out of their downward spiral. He (as I) recommended conversations about the goodness of each for such agencies. Making seven tips requires over-generalizing for them and it certainly does for extending them to the faunal agency. The similarities are useful:
TIP 1: TAKE THE LEAD IN RETURN ON INVESTMENT (ROI) CONVERSATIONS RATHER THAN UNDERGOING THEM
Marketing effectiveness specialists will probably come invited (rarely hired) to the wildlife agency. Marketing and its difference with advertising will still be a question. Leaders will not know what to request but they will want to know the costs and payoffs right away – urban and rural, hunters and non hunters, anglers and hunters and composites? They will be nervous because they are at odds with their internal “conservation education” units and public relations units that cannot be called that. The tip seems to me to be: be clear (for either type) about your objectives and perceived future role, reject most old data because things are changing too fast and the audiences to be addressed may be unique, and then to take the lead in measuring and managing ROI yourself and be ready for the conversation after three years. The data to be needed then is being collected today.
TIP 2: DIFFERENTIATE YOURSELF
Thys said to look at a list of agencies and to say in one word how each truly differentiates itself in the marketplace, at least the wildlife or faunal management arena. It is difficult. There are few. Approach from the public or clients. The agency needs a brand name, needs to differentiate itself among natural resource, or conservation, nature, or environmental agencies. Agencies should clearly state what they are about, state it often and in several ways, and live by it. Clients should be made to love the agency brand, yet not even contemplate the indifference they display today. The marketer may not be able to make their own agency stand out in the crowd. Perhaps the wildlife agency needs to find an agency that can do so.
TIP 3: STOP ADVERTISING, START COMMUNICATING
To prempt spinning out of control, agencies (both advertising and wildlife) must let go of their addiction to channel-centric communication planning, and focus on what matters to the end-consumer. They need to start recommending initiatives which are rooted in respect, insight, and passion. Messages need to be relevant and incite people to say "tell me more" rather than to reach for the zapper. Difficult… but it avoids the “route to irrelevance.”
TIP 4: LEARN ABOUT THE STUFF THAT REALLY WORKS
Realize the richness of retail and shop-staff. The telephone people of the wildlife agencies are, (my experience) the world’s worst first-contacts. Email and standard mail (if responses are ever made) are too informal and reflect poorly on the agency care and competence. The world has massively moved on-line and blogging is now essential. Employees need to be tinkering with alternative media, branded storytelling, and the techniques that really matter.
TIP 5: CHALLENGE THE INDUSTRY ORTHODOXIES
Agencies that want to succeed in tomorrow's “market place” need to resist the temptation to go along with old practices, policies, and politics, and actively start breaking bad habits and alignments. It may be painful but not as much as a major reduction in force or agency department re-distribution ... or loss.
TIP 6: IF IT HAS NO MEANING, STOP DOING IT
There has to be a clear agency message. There have to be special events and changes and discoveries that enlighten the true meaning and measures of success of the agency. Being the vanilla-flavor agency today will not be sufficient.
TIP 7: IF YOU DON'T WANT TO OR CAN'T IMPLEMENT THE ABOVE, HARVEST AND START OVER
There is no need to keep or try to re-build an inadequate, poor, or tarnished “brand” or agency name. The costs may be too great; success questionable.
Basic biology: migrate, mutate, encyst…or die.