The National R3 Movement: Get Involved, Invest in the Future

Partnership Proof

When R3 partnerships form, good things happen. For example, the Oregon Department of Fish and Wildlife worked with its partners on R3 efforts to boost hunting participation the past decade.

Chris Willard, Oregon’s R3 coordinator, started working on these types of projects in 2008 and increased his involvement when the department created his current position in 2012. Willard has since focused on R3 efforts statewide and partnered with retailers to ensure success.

The ODFW, for instance, gives discount cards to participants in its mentored-hunter programs. The cards promote retailers’ businesses and entice customers to shop at participating stores. Willard also helps retailers enhance their stores so newcomers feel welcome. Those enhancements include endcap displays to explain products and services to new customers so they feel informed and more comfortable in the store. Willard believes efforts like those are  critical to attracting and engaging newcomers.

“Retailers provide an essential customer touchpoint for new participants looking to get into archery and bowhunting,” Willard said. “Retailers are often the first, and sometimes the only, interaction newcomers have with our community. They need to be prepared to answer questions in a stick-figure-like manner that new folks can understand. The more engaged a customer is in hunting, the higher the likelihood they’ll keep coming back through your doors for many years to come.”

Individual retailers make great R3 allies, but they’re even more powerful and productive when part of a strategic or creative partnership with NGOs, state agencies and other industry representatives.

The ODFW, for example, partnered with Oregon-based Bowtech to enhance its introductory archery events. Bowtech’s marketing staff created marketing materials and head-turning advertising “skins” to emblazon truck trailers. In exchange, Bowtech gets to promote its products and boosts its brand with new audiences. Bowtech also provides beginner bows for the ODFW’s outreach events. Good equipment makes learning fun and enjoyable while encouraging consumers to buy their own bows to continue with the sport.

Willard said industry partners provide skills and resources that complement the agencies’ specialties. “My goal in working with industry folks is to leverage these varying strengths (to) enhance the experiences of our shared customers,” he said. “It’s time to proactively and strategically work together.”