Explore Missouri's Outdoors

Media Plan Book
2015
Issued To the Missouri Department of Conservation by Trek Media

Missouri Department of Conservation
Presentation Day
May 4, 2015

Protect and manage the forest, fish, and
wildlife resources of the state and to
facilitate and provide opportunities
for all citizens to use, enjoy and
learn about these resources.
Mission

Summary & Analysis
Executive Summary 2
Situational Analysis 4
SWOT Analysis 10
Research
Secondary Research 14
Primary Research 16
Consumer Insights 26
Creative
Creative Brief 34
Target Profile 40
Creative Tactics 42
Media
Media Plan 74
Budget Allocation 76
table of contents
Meet The Team
Team Introduction 82
Appendices
Appendix A 86
Appendix B 87
Survey Raw Data 91
Interview Raw Data 112
Research Plan Citations 123
tableofcontents

2
Executive summary
The Missouri Department of Conservation (MDC) began in 1936 with the mindset to restore and conserve
Missouri wildlife. MDC is in charge of the regulation of fishing and hunting licenses, but also seeks to
inform Missourians on how to conserve and appreciate nature. This department is filled with driven,
forward-thinking employees that work together to serve as ambassadors for conservation through their
own conservation efforts.
MDC hopes to influence a younger demographic of Millennials to break through the
clutter of electronics and encourage young adults to get outside and experience all that
Missouri has to offer.
Our goal is to create brand awareness and develop a brand strategy that will connect
Missouri's outdoors to Millenials on a personal level.
Research shows that Missouri residents are increasingly experiencing a disconnect with nature due to
distractions with indoor technology and commitments to sports and jobs. Those most heavily affected by this
"nature deficit disorder" are Millenials ages 16-28. Young adults spend a measly 4-7 minutes outdoors per
day on average. The lack of compassion for nature leads to a lack of support for conservation practices that
MDC runs.

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Executivesummary
The plan, which begins mid-May of 2015, consists of promotion through our ExploreMOre campaign via
social media, email, a partnership and an athletic event. Our research showed that among Millenials,
Facebook was the most commonly used form of media, closely followed by email, Instagram and Twit-
ter. These are the the best mediums to communicate with young adults. The tactics will follow a media
calendar, with all three social media outlets kicking off the campaign. Email marketing will follow, along
with events co-hosted by Alpine Shop. All of this is leading up to the MODash athletic event at the end of
August. A budget of $5,000 has been allocated towards this campaign. With such a limited budget, MDC
should focus attention on outlets that require little or no funds, while reaching the maximum amount of
people.

4
Industry Trends
In Missouri, there are more than 1,000 conservation areas that provide outdoor activities such as fishing
and hunting. Conservation alone generates 12 billion dollars each year and one in every four tourism
dollars in Missouri is spent on fish and wildlife recreation. Missouri has 89,000 jobs dedicated to the fish
and wildlife recreation and forest industry. Since 1987, more than 1.1 million hunters have graduated from
hunter education courses. Now, there are more than 600,000 hunters, 1.1 million anglers and 2.2 million
wildlife watchers in Missouri. Each year, 900,000 people visit a Nature and Conservation Education Center.
General Trends
a. With the growth of social media in the past few years, Missouri Department of Conservation (MDC)
has increased its presence across several platforms. With the expansion and targeted utilization of its
current social media platforms, MDC can target the Millennial generation and increase awareness.
b. MDC and other Missouri conservation and wildlife organizations have noticed people are spending
less time outdoors and feel disconnected with nature. This is something MDC refers to as “Nature
Deficit Disorder.”
c. There is also proposed legislation that might take away 80 percent of MDC’s revenue. This could hurt
advertising and marketing efforts, as well as funding for classes and conservation projects. SJR 42
and HJR 57 are the two bills that would change the way MDC manages wildlife, fisheries, forests and
natural resources. All state agency proposed rules would have to be reviewed by five senators and
five representatives prior to implementation.
situational analysis

5
situationalanalysis
Company Challenges
The Missouri Department of Conversation struggles with attracting young adults (16-28) to fish, hunt and
discover nature in Missouri conservation areas. The department struggles to increase general awareness
of its programs and goals, while getting lost in the shuffle among other government organizations such as
the Missouri Department of Natural Resources and Missouri State Parks.
Competitive Analysis
Key Competitors
Missouri State Parks
Strengths
More diverse outdoor activities, such as offering bicycling and swimming.
More well-developed park facilities while MDC’s areas are more primitive.
Camper award program, explorer program and interpretive program to increase participation.
Weaknesses
Less popular in social media like Facebook and Twitter than MDC.
Less hunting and trapping activities.
Lacking education sessions about related activities.
Advertising and media presence
Facebook; Twitter; YouTube; Flickr; News Feed; Pinterest; Free Mobile App.

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Missouri Outdoors
Strengths
More comprehensive outdoors services, covering multiple aspects like tourism and agriculture.
Weaknesses
Services are too general, not specific enough.
Facebook; Twitter; YouTube; Flickr; News Feed; E-mail.
Missouri Department of Natural Resources
Strengths
Many programs to help protect natural resources.
In-depth education and knowledge about all kinds of natural resources, and related laws and regulations.
Methods to encourage citizens to take actions to protect natural resources and encouraging corporations
to develop sustainabe practices.
Weakness
Few programs and events to appeal people to go outdoors and discover nature.
Fewer media channels for information and promotions.
YouTube; Twitter; Flickr; News Feed.

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situationalanalysis
How these companies stand in relation to the competition?
They compete with the Missouri Department of Conservation (MDC) in generating
awareness among Missouri residents about outdoors activities. This creates
confusion about which company manages which areas of the Missouri outdoors.
Product/Service Analysis
Nature is an exclusive commodity for the Missouri Department of Conservation. MDC serves nature and
Missouri residents by regulating particular conditions making appreciation of the outdoors a primary and
enthusiastic interest. Essentially, the “product” MDC sells is an emotional connection between people
and nature. Aspects of MDC’s efforts to fulfill its promise of “serving nature and you” include: educational
programs, events, magazine subscriptions and permits.
Educational Programs
MDC provides programs for schools to use in educating students about various aspects of nature. Programs
include Missouri National Archery in Schools Program (MoNASP) and Discover Nature Schools. MoNasp
seeks to help build stronger and more confident kids through the skill of archery. Discover Nature Schools
gives kids K-12 hands on conservation experience in nature. These programs are intended to educate
kids on the nearly one million acres MDC utilizes for public use.
Events
MDC hosts a list of free events such as shooting classes for various weapons, hunting classes for various
animals and orienteering classes for various techniques of navigation in unfamiliar terrain.

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Magazine Subscriptions
MDC produces two magazines: XPLOR and MO Conservationalist. EXPLOR is published every two months
and has 120,000 subscribers. MO Conservationalist is published monthly and has 600,000 subscribers. It
is directed toward a more competent reader base than is XPLOR.
Permits
MDC requires hunters to purchase permits in order to hunt. With this, every animal killed must be tagged
with MDC authorization. With each permit and each tag having its own fee, the MDC can make money to
continue its operations.
Consumer Analysis
Current consumers
MDC’s current base of consumers are returning members and students who have enjoyed its classes in
the past.
Private Landowners
Private landowners own most of the land in Missouri, and MDC needs permission from these private landowners
for research. People who live in rural areas tend to know more about parks near by and use those resources.
Hunters/Fishers/Hikers
In general, hunters and fishers have a love for the outdoors and use the conservation areas for recreational use.

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situationalanalysis
Schools
MDC offers educational classes for students of all ages throughout the state. The classes provide basic
knowledge and safety for being outdoors.
Potential Consumers
Students and young adults in Columbia are always looking for new and exciting things to do. They are
unaware of the parks and activities available near them that MDC has to offer. Any student wanting to learn
to hunt or fish can find what they need with MDC.
Market Analysis
Current state of conservation
• In Missouri, there are over 1,000 conservation areas that provide outdoor activities such as fishing and
hunting to people.
• Conservation alone generates 12 billion dollars each year and one in every four tourism dollars in
Missouri is spent on fish and wildlife recreation.
• Missouri has 89,000 jobs dedicated to the fish and wildlife recreation and forest industry. Since 1987,
over 1.1 million hunters have graduated from their hunter education courses.
• There are more than 600,000 hunters, 1.1 million anglers and 2.2 million wildlife watchers in Missouri.
Each year, 900,000 people visit a Nature and Conservation Education Center.
Competition
Other governmental agency associated with the outdoors often get confused with MDC and takes away
brand awareness.
The bills threatening to take away funding make it a less-than-ideal environment for environmental agencies.

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Strengths
S. W. O. T. Analysis
• Strong following on social media
• Third largest following on social media out of all other state-run conservation organizations
• Strong presence on traditional media such as TV, radio and print ads
• Offers free educational wilderness, hunting and fishing classes
• Provides free wilderness magazines and brochures
• Manages more than 1,000 conservation areas in Missouri, which provide outdoor activities year round
• Successfully maintains conservation efforts: policing hunting and fishing activities, wildlife clean up
and restoration efforts
Opportunities
• Expand current presence on existing social media sites and branch out to new platforms
• Reach Millennials through social media and online content
• Use existing universities and other academic institutions to market conservation and attract people to
conservation areas
• Combine and optimize current apps to attract Millennials to download and explore hunting, fishing
and wildlife

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swotanalysis
Weaknesses
• Unable to connect with Millennial generation and unable to understand how to market to that generation
• Difficulties recruiting people for the educational classes and following up with them after the class
• Often confused with Missouri Department of Natural Resources and Missouri State Parks
• Difficulties distinguishing the MDC brand
Threats
• Currently proposed legislation might take away 80 percent of MDC’s revenue
o SJR 42 and HJR 57 are the two bills that would change the way MDC manages wildlife, fisheries,
forests and natural resources.
o All state agency proposed rules would have to be reviewed by five senators and five represen-
tatives prior to implementation.
• Proposed legislation may hurt advertising and marketing efforts, as well as funding for classes and
conservation projects
• Time: People are increasingly finding it hard to have time for outside activities because they have
busy schedules
• School: Students might be overly occupied with school work and do not consider going outdoors
• Jobs: People may prefer to relax at home when off work instead of exploring nature
• Sports: People may prefer playing sports instead of nature activities such as hunting/fishing
• Digital entertainment: People may prefer more sedentary activities like watching movies or playing video

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Previous MDC focus groups
The word “nature” connected with young adults a lot more than words such as “outdoors,” “environment,”
“wildlife” or “conservation.”
The outdoors is viewed as a place to play and relax and escape the demands of everyday existence.
When people think of nature they tend to think of exercise activities the most (ie: swimming, rock
climbing, biking).
This is closely followed by camping/hiking activities. Following this is fun recreational activities
and hunting/fishing.
secondary research

Secondaryresearch
15
Other findings
ChaCha found texting is the best medium to reach teens and young adults for advertisers.
Millenials want authentic ads that do not feel like they’re trying too hard. They want to be involved
and interact with the brand and help contribute to the content. They like brands with a conscience
(focusing on animal rights, helping the earth, etc.), and social influences are a great way to reach
them.
Other organizations (Open Sky Wilderness Therapy programs) have proven past successes in
using the outdoors as a herapeutic way for young adults to recondition themselves mentally and
physically. This is a potential marketing strategy for MDC.
Lack of influence from parents and limited transportation are among the causes of minimal outdoor
activity for young adults (from the non-profit organization Outdoor Nation Special Report: Barriers
to the Outdoors).
The “free” commodity of enjoying the outdoors may often be associated with monetary expense.
For example, outdoor equipment such as backpacks, boots, lights and various tools from name
brands often have a hefty price tag on them.

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Problem statement
In order to get young adults in the state of Missouri to connect to nature through activities such as fishing,
hunting, attending classes and hiking, the Missouri Department of Conservation needs to better understand
how to captivate and motivate the youth sector of its audience.
Research objective
The objective of this research is to discover the best way to reach this audience as well as a message
strategy that will resonate and lead to time spent outdoors and a healthy appreciation of nature.
Population defined
We are targeting young adults in Missouri aged 16-28, whom have never hunted.
Proposed Research Methods
- Focus Group (see appendix A)
- Online survey (see Appendix B)
primary research
Research Plan

Secondaryresearch
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Sample Size
Interviews – Qualitative
14 people
We found 14 young adults in the Columbia area, who either go to Mizzou or work locally or whom are not
involved in outdoor conservation life.
• In order to cover the entire 12-year range of the age gap we are targeting we want to get a mix
of people.
• We interviewed seven female participants and seven male participants to get a proper mix of respondents.
• The participants do not necessarily have to be from Missouri because current and future residents
have the potential to be from out of state and we hope our work will last the MDC a significant duration
of time. Therefore, studying a variety of state residents may prove to be useful for MDC in the long run.
• Participants were found through personal communication such as email and approaching respondents
in person.

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Online Survey
120+ people
Each group member was responsible for recruiting around 20 people. We got people to participate
through a link on social media.
• Family and friends who are not necessarily from the local area were recruited through social media
platforms such as Facebook and Twitter.
• All participants do not have to be native to Missouri. The main concern is that they fit in the age range.
• A cross section of participants from larger cities and participants of rural areas will not be analyzed
for similarities and differences because recruitment for differing areas is not necessary.
• Participants were entered into a raffle to win 1 of 3 $20 Visa gift cards.

Secondaryresearch
19
Methodology
• We each interviewed 2-3 people. The survey remained online for about a week and participants were
recruited through a link on social media.
• Facebook and Twitter were primary social media outlets for recruitment of the online survey.
Reporting Results
• An overview of the interview responses were typed up in a report summary
• Graphs were created to visually show results for a majority of the survey questions.

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Total number completed: 14
Age Range: 21-27
Total number of male participants: 7
Total number of female participants: 7
Q1: How do you typically like to spend your free time?
Exercise is a big part of many respondents’ lifestyle, either indoors or outdoors. Otherwise people are
going out with friends a lot to bars and restaurants and spending time on sites like Netflix. Hunting was
only mentioned by 2 participants.
Q2: Do you like to spend time outdoors during your free time? If yes, what activities do you do?
If not, why not?
Male participants mentioned fishing a lot. Many people mentioned the lake or swimming and hiking. Hav-
ing a dog was also mentioned by one as a motivator to spend time outdoors. Many students thought of
going outside as a great way to get exercise (walking/running, biking, hiking, swimming etc).
Q3: What does the word “nature” mean to you? Why?
Outdoors was mentioned often and associated with peacefulness, freshness and a break from the bustle
of normal life. Animals, such as birds and squirrels, were mentioned by a few respondents. Respondents
typically imagined a park, forest (greenery), but enjoyed the variety of scenery that nature offers. It was
thought of as a pure, natural beauty, untouched by mankind, and untamed. One respondent mentioned
that animals symbolize nature and “life” to him more than plants.
research findings

Secondaryresearch
21
Q4: What aspects of nature excite you the most and why?
Respondents think of nature as a getaway—less polluted, less people, and beautiful. The idea of “adventure”
was also mentioned by respondents. They felt the outdoors was a way to do something really cool and
explore. “Fresh air” was a common theme as well as the idea that the earth is this exciting, beautiful place.
One mentioned she loved Autumn because of the beautiful colors.
Q5: What do you think of when you hear “Conservation”? How about the Missouri Department of Conservation?
Conservation was associated with protection and also the “tree hugging hippy” image. Many respondents
thought it was related to recycling, going green and conserving our resources. For the majority, they didn’t
connect the word to nature and animals. To a lot of respondents “conservation” seemed boring and not
enjoyable. Those who hunted understood it more—one mentioned it was “leaving [the land] better than
you found it.” One respondent said MDC magazines were a waste of time. The MDC was associated
with“rangers” and fishing. Again, there was confusion about what the MDC does—many thought it
controls state parks and such, protected the environment, or had never heard of the MDC.
Q6: What thoughts come to mind when you hear the word hunting? How about fishing?
How about hiking?
Hunting was divided—some said it was for food and game. Others used very negative words such as
“killing,” “fur trade,” “eww,” “death” and “sadness.” Fishing evoked more positive emotions and memories of
going fishing with Dads/Granddads, along with patience. Seemed less cruel to the majority of those
`opposed to hunting. Hiking got positive emotions from almost all respondents and was heavily associated
with relaxing and exercise. Many mentioned good weather to hike and an association with spring and
summer. Those who favored hunting and fishing didn’t love hiking and those who loathed hunting, loved the
idea of hiking.

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Q7/8: Why do you think people hunt or fish? // What do you think of people who hunt or fish?
People view hunting as more of a hobby and not a necessity, and that rubbed some respondents the
wrong way—“If it’s just for entertainment, I think that’s wrong.” However, for necessity was always
viewed as okay. Hunters were viewed as “country” and “redneck” by some respondents. A handful
recognized that animal control was a necessity (just under a quarter of respondents). And those that
enjoyed hunting said it was a good pastime and a bonding experience. For them, it was about making
memories. Typically, men were more “okay” with hunting and it was mentioned that hunters are usually
men. Those opposed to hunting didn’t have negative feelings towards fishers.
Q9: If you were told there were free programs to learn outdoor skills, such as shooting a handgun, canoeing
or archery, would you be inclined to go? If no, why not? If yes, what would be the best way to let you know
about these programs?
Those who said yes—free is good. Those who said no—felt like it would attract redneck, homeschool
types and didn’t want to be around people like that. Would rather learn from a friend. Almost all women
were open to going (only two were not), whereas the men were the ones that were reluctant. The men that
hunted said absolutely not, because they already know the skills, and others said they could just learn
it from their friends. Friends played a key role in whether participants would go. Those that said no said
that being outdoors is about being with friends, and they can do that stuff without a class. People seemed
most interested in canoeing and archery.
Participants said digital ways of communicating were the best—social media and email. Possibly even a
text message system (mentioned by ¼ of respondents). However, a couple respondents mentioned flyers
in places they commonly go (bar, restaurants, gym).

Secondaryresearch
23
Q10: How do you consume media nowadays (ie: TV, Netflix, Facebook, newspaper, radio etc)? List your
top 5 media outlets. Which one is most used?
Top 5 mentioned: Facebook (number 1), Netflix, Twitter, Instagram, TV. Followed by radio and word of
mouth. Notable mentions are regular Internet, Internet news sites and that a large portion of this information
was accessed from smartphones.
Q11/12: Of all the topics we’ve touched on today, what really resonated with you? // What else would you
like to talk about in reference to nature and outdoor activities?
Some things that resonated: the idea of adventure. Outdoors is time spent not in front of the TV, but rather,
making memories and not wasting your days.

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Total number completed: 130
Ages 18-24: 85%
Ages 25-30: 8%
Age 31+: 8%
percentage male participants: 23%
percentage female participants: 77%
Ethnicity: 94% Caucasian and 6% Other
Classes taken tended to be camping, hunting and kayaking/canoeing.
Three fourths of respondents have never taken a class because they were unaware of the programs.
However, 21% said they were completely uninterested.
Classes that respondents were most interested in were shooting classes and the women’s workshop,
followed by wildlife exhibits and outdoor skills classes. Family activity and fishing workshops garnered
the least amount of interest.
Motivators to attend classes are friends, education (either learning new things or learning about a
new skill), and good weather. Young adults really wanted to push the free aspect.
91% of respondents are not subscribed to any form of MDC media (both print and digital).
survey findings

Secondaryresearch
25
We found the most commonly used form of media was Facebook, closely followed by email, and then
television and Instagram. Twitter was somewhat used, whereas mediums such as magazines and
print newspapers were rarely used.
97% of respondents checked their email at least once a day, with the majority checking it multiple
times a day.
Most participants spend their time at home or on campus, and very few spend the majority of their
time outside.
86% of participants spend time outside on a weekly to monthly basis.
78% of participants have posted a nature photo in some sort of social media platform and the majority
are on Instagram.
The two biggest motivators to spend time outdoors are activity and exercise as well as spending time
with friends.
People are very unfamiliar with MDC.
91% percent have never participated in a class or nature program hosted by MDC.
Almost 50% of respondents were somewhat interested in conservation efforts, while 31% were neutral
and 20% had a heavy interest. Only 4% felt disinterested.

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consumer insights
Medium Most Used
We found the most commonly used
form of medium was Facebook,
closely followed by email, and then
television and Instagram. Twitter was
somewhat used, whereas media such
as magazines and print newspapers
were rarely used.

consumerinsights
27
Email Check Rate
97% of respondents checked
their emails at least once a
day, with the majority checking
emails multiple times a day.
Most participants spend their
time at home or on campus,
and very few spend the
majority of their time outside.
This chart shows the places
where respondents spend
their time.
Where Is Time Spent?

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Millennials Like
Posting Photos
78% of participants have posted a
nature photo in some sorts of social
media platform, and the majority are
on Instagram.

consumerinsights
29
Who Is MDC???
People are very unfamiliar about
what MDC is and the majority of
respondents are not subscribed to
any form of MDC media (both print
and digital).

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Classes that respondents
are most interested in were
shooting classes and women’s
workshop, followed by wildlife
exhibits and outdoor skills
classes. Family activities and
fishing workshops garnered the
least amount of interest.
What Classes
Sounds Interesting?

consumerinsights
31
Most respondents have
never attended a class.
Have You Taken
A Class?
How Interested Are
You In Conservation?
The majority of respondents
were at least somewhat
interested in conservation.

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Why are we advertising?
We are advertising to raise awareness of the Missouri Department of Conservation and its Discover Nature
programs, while encouraging Millennials to develop a strong emotional connection to nature.
Who are we talking to?
Our target audience consists of people ages 16-28. This particular demographic is active, tech-savvy,
passionate about causes and open to new adventures. We are focusing on non-hunters because those
who hunt are already familiar and connected to MDC.
What do we know about them that can help us?
Millennials have been shaped by technology and tend to live their lives through the lens of their iPhones.
This generation is all about capturing the moment through a photo and sharing with their friends online.
What do we want them to think?
Being outdoors in nature is the perfect way to experience new adventures with family and friends,
exercise and achieve peace of mind at a low cost, and capture pictures and videos to keep and share.
creative brief

CREATIVebrief
35
Why should the audience believe it?
Since the beginning of this organization, MDC was started by people to preserve nature so Missourians
can enjoy the beauty and benefits of the wildlife for years to come. Our client is not selling a product, but
instead asking people to experience its “product” and incorporate it into their lives.
Key copy points
-Enjoying nature doesn’t have to be costly or time-intensive. It can be a way to escape everyday life.
-Experiencing nature with close friends or family makes for lasting memories and time well spent.
-Spending time outdoors is a great source of exercise and relaxation.
-Going outdoors leads to new adventures and newfound hobbies.
Tonality
To appeal to our younger target audience, our tone will be carefree and inspirational, while informing our
audience on the benefits and programs that both nature and MDC provide.
Mandatories
MDC logo, tagline, along with the Facebook page, Twitter and Instagram account and #ExploreMOre
branded hashtag.
What is the single most pervasive idea we can convey?
The Missouri Department of Conservation seeks to not only promote sustainability efforts, but also to
encourage people to discover and enjoy nature.

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creative
-“There is a positive association [with the outdoors]. Open
space. Fresh air. Creates a sense of escape. Peace.”
- “[Nature is] beauty, going on adventures, and sunshine.”
-“[Hiking makes me think of] adventure, climbing, trails, off the
grid, and no cell service.”
S

CREATIVebrief
37
Explore
MOre
Tagline

38
In this campaign, we will market material related to the outdoors to raise
brand awareness and encourage young adults to enjoy nature.
Creative strategy statement

CREATIVebrief
39
In this campaign, we will be appealing to the millennial generation by providing
likeable and shareable social media content, along with Email marketing,
a special event and a partnership to raise brand awareness and
encourage young adults to enjoy nature.
Marketing Strategy Statement

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At Peace Athlete
I am an active person who loves going
outdoors to escape from the stress of
everyday life. Hiking, swimming and
exercising in nature gives me that
break from reality.
Earth is this incredibly beautiful place
to soak in the fresh air, beautiful
scenery and the freedom from people
gives me a chance to find my peace.
Target profile

CREATIVebrief
41
I am an adventurous person who likes to sway from the typical routine.
Time is best spent making memories outdoors with friends and family.
Peaceful lakes, big trees, good weather, and sharing smiles is something
money can’t buy. Fishing and eccentric activity are my time to let loose
from the strains of work and the intricacies of life.
TARGETPROFILE
Story Scripters

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Social Media Campaign
MDC Content Pillars
• Enjoying nature doesn’t have to be costly or time-intensive. It can be a way to escape everyday life.
• Experiencing nature with close friends or family makes for lasting memories and time well spent.
• Spending time outdoors is a great source of exercise and relaxation.
• Going outdoors leads to new adventures and newfound hobbies.
Tonality
To appeal to our younger target audience, our tone will be carefree and inspirational, while informing our
audience on the benefits and programs that both nature and MDC provide.
creative TACTICS

CREATIVetactics
43
Facebook
Why?
Paid Social
• In regards to MDC’s budget, Facebook’s paid advertising is the most reasonably priced, most effective
form of marketing compared to Twitter and Instagram.
• Posts can be targeted at a specific audience, reach a certain amount of people and be visible to users
who do not follow the page, depending on how much MDC pays per post.
• All content besides fan-generated content and aggregated articles on Facebook will be paid, boosted
posts, allowing it to reach more people than a normal post would. Sharing this fun, informative and
inspirational content will allow MDC to become a top-of-the-mind brand when it comes to wilderness,
conservation and adventure in Missouri.
• For budget purposes, there will be three boosted posts a week and one paid page promotion that will run
in a 28 day cycle.
Promotions
• Facebook paid posts are a great way to let not only MDC fans know what is going on, but alert those
on Facebook who are not currently following MDC about current events and promotions.
• Promotional content is a main goal for MDC’s Facebook posts because it will reach the most people and
make the most impressions with the paid content.
• Promotional content will include information about current events, encouraging fans to sign up for the
email list, photos from the #ExploreMOre campaign and other fun, informative content that can be
easily shared with others.

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#ExploreMOre Campaign
• Instagram photos of the user chosen for the #ExploreMOre post of the day will be synced to Facebook
to drive traffic to MDC’s multiple social media accounts.
• Facebook creates an open venue for content to be shared easily with others. Using the #ExploreMOre
hashtag along with paid, targeted posts at the Millennials generation will allow them to see posts from MDC
that those users might not normally see on their newsfeed otherwise.
• The #ExploreMOre campaign on Facebook will focus specifically on engaging with Millennials,
encouraging them to use the hashtag, share their photos and really go outside and enjoy Missouri
conservation areas.
What’s the point?
The #ExploreMOre campaign on social media will allow for increased engagement, impressions and
generate both new Millennial followers and an increased general awareness of the Missouri Department
of Conservation, local conservation areas and activities through the use of the #ExploreMOre hashtag and
increased outreach to our target market. For paid Facebook specifically, the hashtag combined with like-
able and shareable content directly targeted at the Millennials generation will hopefully create a “viral” effect
for MDC’s content and reach an audience that wouldn’t be aware of the MDC otherwise.
Who's gonna care?
Our target demographic are social media users between the ages 16-28. At first, we will be targeting those
who fit our “Story Scripter” and “At Peace Athlete” personas in hopes that they will, in turn, share our content
with others or begin to post their own content with the #ExploreMOre hashtag and tag @MDC_online on
Twitter or @moconservation on Instagram. After the initial connection with our two advocates, we will target
any Millennial using social media who would consider spending time outdoors or lives a fairly active lifestyle
and who show others their lifestyle through their social media accounts.

CREATIVetactics
45
So how do we do it?
Executing a successful social media campaign involves time and passion. Following the content calendar,
setting goals and evaluating your results each month will drastically improve brand sentiment, engagement
and overall recognition of MDC.
You may need some help...
To execute this campaign successfully, a staff member specifically dedicated to the improvement and
facilitation of social media will be needed. If this is not in the immediate budget, hiring of two interns from
the University of Missouri and providing them college credit in return will suffice (See intern program
for details).
So... will it work?
Evaluations will be made on a monthly basis with specific goals to be met for the end of the #ExploreMOre
campaign in September. The specific goals will be chosen based on an evaluation of MDC’s current state
of social media presence. Evaluations specifically will be tracked by three things: engagement, awareness
and branding.
a. Increase followers by 500
b. Increase impressions by 30%
c. Increase engagement 30%
For evaluation purposes, the MDC will measure monthly success using Facebook Analytics.

CREATIVetactics
49
Twitter/Instagram
Why?
Instagram
• Nature is a very visually appealing experience for many people and Instagram is a social media tool
that will let people share those experiences visually with others.
• Through Instagram, MDC can create a loyal group of followers by reaching out to those users who
have an innate love for nature or an adventurous spirit.

I: Every Monday, MDC will aggregate one photo from a fan using the hashtag #ExploreMO accompanying
an image enjoying themselves at a conservation area.
II: This user generated content will increase awareness while engaging with our target audience who
will then share our content and encourage other users to do the same.
• The use of nature hashtags and the following of specific brands and nature-enthusiast Instagrammers
will also help to gain new followers and expand MDC’s brand recognition.
• All other content can be filled with MDC’s extensive archive of high-quality, interesting photos and
videos to attract Millennials to MDC conservation areas and activities.

50
Twitter
• Twitter is the perfect venue to not only produce attractive, quick and easily shareable content for MDC,
but also establish a conversation with followers about the organization.
• This Twitter account should create a voice for MDC and bring the organization to life.
• If Millennials can connect and interact with MDC’s voice, they will become loyal advocates for MDC.
Thus, sharing and posting content about MDC and engaging with MDC itself.
I: Syncing the Instagram photos to post to Twitter will drive Twitter traffic to MDC Instagram account as well.
II: This will increase views and encourage new followers to participate in the #ExploreMOre campaign
and use the hashtag when exploring conservations areas.
Event Updates
Along with photos, event updates will be posted through MDC’s Twitter account. This is an easy and
quick way for followers to keep up-to-date with classes, events and other activities going on during the
week or month.
Fun and shareable content
I. All content must align with the content pillars chosen, thus directly appealing to our target audience,
specifically our Story Scripters and At Peace Athletes.
II. Including photos, fun facts, interesting articles and other shareable content will encourage Millennials
to engage with MDC.
III. All content tonality will be carefree and inspirational. This will encourage Millennials to not only seek
adventure but to find it on conservation land.

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51
What’s the point?
The #ExploreMOre campaign on social media will allow for increased engagements, impressions, outreach to
our target market, and new Millennial followers along with a general awareness of the Missouri Department of
Conservation, local conservation areas and activities through the use of the #ExploreMOre hashtag. For Twitter
and Instagram specifically, the hashtag, combined with likeable and shareable content directly targeted at the
Millennial generation will allow for us to use our At Peace Athletes and Story Scripters that are already present on
social media to continue to share our content and create a viral effect for those who may be unaware of MDC.
Who's gonna care?
Our target demographic are social media users between the ages 16-28. At first, we will be targeting
those who fit our “Story Scripter” and “At Peace Athlete” personas, in hopes that they will in turn share
our content with others, or begin to post their own content with the #ExploreMOre hashtag and tag
@MDC_online on Twitter or @moconservation on Instagram. After the initial connection with our two
advocates, we will target any Millennial using social media who would consider spending time outdoors
or lives a fairly active lifestyle and who show others their lifestyle through their social media accounts.
So how do we do it?
Executing a successful social media campaign involves time and passion. Following the content calendar,
setting goals and evaluating your results each month will drastically improve brand sentiment, engagement
and overall recognition of MDC.

52
You might need some help...
To execute this campaign successfully, a staff member specifically dedicated to the improvement and
facilitation of social media will be needed. If this is not in the immediate budget, hiring of two interns from the
University of Missouri and providing them college credit in return will suffice. (See intern program for details)
So... will it work?
Evaluations will be made on a monthly basis with specific goals to be met for the end of the #ExploreMOre
campaign in September. The specific goals will be chosen based on an evaluation of MDC’s current state
of social media presence. Evaluations specifically will be tracked by three things: engagement, awareness
and branding.
a. Increase followers by 500
b. Increase impressions by 30%
c. Increase engagement by 30%
Twitter Analytics and Iconosquare will be used to gage the success of MDC’s Twitter and Instagram accounts.

CREATIVetactics
53
Sample execution

CREATIVetactics
55
MDC SOCIAL METRICS REPORT

FACEBOOK INSTAGRAM TWITTER
Engagement
Increase consumer
engagement
Likes
Shares
Comments
Posts to page
Click-throughs
Likes
Comments
Outside engagement
Use of hashtag
Amount of shared content
Favorites
Retweets
Mentions
Replies
Click-throughs
Awareness
Increase reach and
shareable content
Total Followers
New Followers
Impressions
Reach
Total Followers
New Followers
Impressions
Photo tags
Comment tags
Total Followers
New Followers
Impressions
Hashtag impressions
Reach
Brand Mentions
Branding
Brand loyalty and brand
sentiment
Brand sentiment
Nature/conservation
sentiment
Comment sentiment
Tagged sentiment
Post to page sentiment
Hashtag sentiment
Keywords used
Comment sentiment
Tag sentiment
Hashtag sentiment
Keywords used
Brand sentiment
Reply sentiment
Mention sentiment
Hashtag sentiment
Keyword used

56
May
2015
MDT Social Content Calendar “Serving nature in you”
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
Conservation
Destination: All
Platforms
Get Lost!
Story Scripters/At
Peace Athletes
3 4 5 6 7 8 9
Selfie Sunday: Pics
from the Weekend
#ExploreMOre: All
Platforms
Trivia Tuesday: All
Platforms
Save The World
Wednesday
Wildlife Wednesday
Free Weekend
Activities
Conservation
Destination: All
Platforms
Get Lost!
Story Scripters/At
Peace Athletes
10 11 12 13 14 15 16
Selfie Sunday: Pics
from the Weekend
#ExploreMOre: All
Platforms
Trivia Tuesday: All
Platforms
Save The World
Wednesday
Wildlife Wednesday
Free Weekend
Activities
Conservation
Destination: All
Platforms
Get Lost!
Story Scripters/At
Peace Athletes
17 18 19 20 21 22 23
Selfie Sunday: Pics
from the Weekend
#ExploreMOre: All
Platforms
Trivia Tuesday: All
Platforms
Save The World
Wednesday
Wildlife Wednesday
Free Weekend
Activities
Conservation
Destination: All
Platforms
Get Lost!
Story Scripters/At
Peace Athletes
24 25 26 27 28 29 30
Selfie Sunday: Pics
from the Weekend
#ExploreMOre: All
Platforms
Trivia Tuesday: All
Platforms
Save The World
Wednesday
Wildlife Wednesday
Free Weekend
Activities
Conservation
Destination: All
Platforms
Get Lost!
Story Scripters/At
Peace Athletes
31
Selfie Sunday: Pics
from the Weekend

CREATIVetactics
57
Facebook: Every day + 1 industry repurposed post a week
Monday: #ExploreMOre Monday: Linked from Instagram
Tuesday: Trivia Tuesday
Wednesday: Save The World Wednesday: Conservation Tactics
Thursday: Free Weekend Activities
Friday: Conservation Destination
Saturday: Get Lost
Sunday: Selfie Sunday//Pics from your weekend
Instagram: Five times a week
Monday: #ExploreMOre Monday
Wednesday: Wildlife Wednesday
Saturday: At Peace Athletes//Story Scripters
Twitter: 2-3 times a day [1original post, 1 mention, 1 industry/fan retweet]
Monday: #ExploreMOre Monday: Linked from Instagram
Wednesday: Save The World Wednesday: Conservation Tactics
Thursday: Free Weekend Activities
Saturday: Get Lost
Sunday: Selfie Sunday//Pics from your weekend

58
MODash
What is it?
An integrated nature-centric 15K race! The race will include:
• 5K foot race. Each team of 2-3 people will be given a compass and a map and all throughout a conservation
area there will be certain points set up with different punches that the team will be required to gather before
they move to the next portion.
• Canoe across a lake/body of water. Distance will be variable dependent on what location MDC chooses
to hold the race.
• 10K bike ride, after the canoeing portion, the teams will finish out in an all-out sprint to the finish line.
• Participants will receive a “Swag Bag” including a T-Shirt, waterbottle, and various MDC informational
collateral, including both of their free magazines and information about other events and a place to go
to sign up for email updates.
Why?
In holding this incorporated 5K, MDC will be able to target Millennials athletes who already spend a
substantial time outside, yet may not be aware of MDC and its efforts. Or, if participants don’t already
have a strong connection with nature, spending time outdoors in a fun, friendly and competitive
atmosphere with their friends will certainly inspire one.
How does this work into ExploreMOre?
This event is a fun, active way to get our target outside. It will increase foot traffic into parks, and allow for
participants to utilize a variety of skills they already know or potentially learned in another MDC class.

CREATIVetactics
59
How?
We will market this event through Facebook, Twitter and Instagram. Entrance for a team could be a
prize for one of the various social media contests we have proposed. We will send email reminders
about the event for those who have participated in other MDC events, as well as utilize the existing
channels that MDC has already set up. In our strategic partnership with the Alpine Shop, we will run a
cross promotion with them, placing signs about the event there. Participants must sign a waiver. We
propose MDC assigns two employees to task with implementation of this event, focusing mainly on
logistics and ensuring the necessary rentals are obtained.
Who?
This event will appeal primarily to the At Peace Athlete.
Metrics
The way we plan to measure success for this event is the amount of participants, amount of photos
shared from the day under the #exploreMOre hashtag, and the amount of participants that sign up for the
email marketing stream.

60
Sample execution
Where: Three Creeks Conservation Area
When: We propose Saturday, August 25
Needs:
Volunteers needed: 30
Volunteer placement:
Two volunteers at each of eight water stations
Ten volunteers at the registration table, handing out numbers and swag bags and checking in participants
Two volunteers at the canoe station, ensuring canoes are safe, ready and equipped with paddles and life vests
Two volunteers at the bike station, to manage chaos, ensure safety
Equipment:
Eight tables, eight water coolers, 400 paper cups; Recycle bins for the cups
Canoes (however many for participants); Large registration tent; four long tables in the registration tent
30 chairs; 250 Swag Bags; Finish line; Medals; Flags/signs to mark the course
Event Timeline:
8:00 a.m.: Registration begins
8:00 a.m.: Water station, Canoe, and bike station volunteers head out to prepare their areas
9:45 a.m.: Registration closes
10:00 a.m.: The race begins!
10:30 a.m.: Check in with all of the water stations, make sure they are supplied every 15 minutes
12:00 p.m.: First finisher estimated to finish. Begin DJ.
1:30 p.m.: Begin closing down, return all rented equipment

CREATIVetactics
61
Press Release
FOR IMMEDIATE RELEASE
Come out and Explore MOre with our MoDash 15K Race, Paddle and Ride!
Columbia, MO-The Missouri Department of Conservation will be hosting the first annual MoDash Saturday,
August 29. The event, open to all Missourians, will include a 5K foot race, a ¼ mile paddle, and a 10K bike race.
This is a team event, and to sign up it will require a team of two to three people, ages 16 and up. The
foot race will include an orienteering section, where each team will be given a compass and have to go
all around a conservation area and collect different stamps. Canoes will be provided by the MDC, but
participants must bring their own bikes.
The entrance fee is $30 per person, and each team member will receive an awesome “swag bag” including
a MoDash t-shirt, waterbottle and sticker. Registration will be open from March 15 until July 15.
Media List:
KOMU: news@komu8.com
KQFX: news@kmiz.com
KCRG: news@krcg.com
KBIA: KBIA@kbia.org
Y107: Y107@zrgmail.com
Clear 99: press@tunein.com
Columbia Tribune: webmaster@columbiatribune.com
Columbia Missourian: news@columbiamissourian.com
The Maneater: campus@themaneater.com
VOX: vox@missouri.edu

64
Email Marketing
What is it?
MailChimp is an automated email service. Its features allow the sender to track and gain insights such as
open rate, geolocation and have access to subscriber profiles. This would enable MDC to develop more
strategic marketing of its events and various hunting seasons to garner more participation. Better targeting
may result in increased open rates.
Why?
MDC has trouble keeping track of event participants after the event has ended. This email service will allow
MDC to send surveys, reminder emails and other email streams to keep in contact with its most frequent
customers. MailChimp’s features would allow MDC to reach out to the right people, with the right message at
the right times. In our research we found most of the participants use email to receive information. Emailing
the participants, instead of just sending out a Facebook blast to hundreds of thousands of followers, potential
participants can get just the information they want when they need it.
By disseminating information differently and more strategically, MDC can garner more interest about
their existing programs that encourage Missourians to explore more. It will also help them gain powerful
insights about how to best communicate with the target demographic.

CREATIVetactics
65
How Will They Get Email Addresses?
We propose MDC makes an initial Facebook and Twitter post to encourage followers to sign up for various
streams and set their preferences. We suggest MDC purchase a list of Millennial’s emails from a company
called InfoUSA as well. On top of all that, we also recommend MDC create a field on its existing website for
frequent visitors to sign up for emails, as well as require an email when registering for MDC’s events.
Show Me The Emails:
• Send out post-event survey email
• Build up and coming event stream
• Build hunting season email stream
• Build streams based on locations
Who?
This targets existing base, to keep them updated and interested in MDC and exploring more. By engaging
and asking for emails on social media, MDC will reach more Millennials, and by purchasing email lists it will
be able to extend its reach into new markets.
Metrics
We plan to measure success based on open rate, the amount of subscribers and the percentage increase
in signups for MDC’s event.

68
Partnership with The Alpine Shop
What is it?
We propose MDC enters into a strategic partnership with the Missouri-based outdoor clothing retailer, The
Alpine Shop. This will entail cross promotion through co-sponsored educational classes, in-store MDC
promotions and exclusive deals for participants in MDC/Alpine shop co-sponsored classes.
Why?
The Alpine Shop attracts able-bodied people who enjoy the outdoors. Its mission is to inspire people to
spend time outside, which is closely aligned with MDC’s goals. By cross promoting, MDC could engage a
new target that likes to be outdoors, but may not be aware of MDC.
Both MDC and the Alpine Shop benefit from young people being outdoors. Together, they can merge their
clientele and extend their reach to unexplored markets, ultimately resulting in more brand awareness for
MDC and the Alpine Shop, and increased participation in events or more sales.
How?
• Co-sponsored class
• Promotional MDC Material in the Alpine Shops, MDC demonstrations with Alpine Shop gear.
• Promote MoDash in the Alpine Shop stores

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69
Who?
This tactic is targeting Story Scripters. People who shop at the Alpine Shop to purchase proper gear have
a love for the outdoors, but not necessarily just for exercise purposes.
Metrics
How many people sign up for the classes
The amount of people that sign up for MoDash
Sample execution:
Co-Sponsored Class:
Hiking Club 101
The MDC has a hiking club, and the Alpine shop hosts Hiking 101 classes. We propose that MDC and
Alpine Shop combine these events, demonstrating with gear available at the Alpine Shop. In return, the
Alpine Shop will display MDC collateral.
Alpine Shop Contacts
Email: abono@alpineshop.com
Emily Korsch - Educator
Perry Whittaker- Educator

70
Intern Program
We recommend hiring two interns per semester, and two in the summer. One intern should be designated
primarily to managing social media, while the other would handle email marketing. The intern program
should be for school credit and can be worked out with the student’s university pending how many hours
per week they are available to work. For example, the University of Missouri offers an internship for credit
program, which states a student will earn one hour of journalism elective credit for every 130 hours
worked. In order to qualify for credit, all paperwork needs to be completed by the student a few days
prior to the beginning of the internship. Therefore, we recommend hiring interns a few weeks before
their start date.
Interns should be from the Columbia area so they can go into the office and work directly with Joanie. In
order to find interns, MDC can post jobs for free on HireMizzouTigers.com after registering with the site. To
find interns from Columbia College, MDC needs to send a description of the positions, as well as majors
desired and skills desired to rafiliz@ccis.edu. To specifically target Mizzou journalism students, MDC can try
to email an internship description to willisb@missouri.edu.

74
May June July
Start #ExploreMOre campaign
by May 15
Send event digest email on the
1st Monday of the month
Evaluate social media success
by May 31
Continue
#ExploreMOre campaign
Send out MoDash press release
by June 1
by June 30
Continue
Start MoDash social media
promotion by July 1
Co-Sponsored Class event on
July 11
by July 31
MEDIA PLAN

75
Mediaplan
August September
Continue
Continue MoDash social media
promotion until August 29
MoDash 15K event on August 29
by August 31
Finish #ExploreMOre campaign
by September 30
October
End of the campaign

78
21% Facebook: $1040
• Page Promotion: $280 per month x2 Months = $56
• Boosted Posts: $120 per month x4 months =$480
0 % Instagram/Twitter: $0
4 % Email Marketing: $180
• MailChimp: $25/month(3) for unlimited emails=$75
• Lists of Millennials—send out 700 emails to test response rate=$105
0 % Alpine Shop Partnership: $0
Price Breakdown

79
Mediaplan
75 % MODash: $3,678 out of pocket initially
$30 charge per participant. Will break even around 125 participants
Swag Bag: $2,242
Branders.com
• 250 bags - $287.50 with shipping
• 250 colored tshirts (100 small 100 med 50 large) with 2 colors and a design on the front and back
(for sponsors) it would be - $1410.00
• 250 water bottles (1 color in design allowed) it costs $287.50
• 250 1-color bumper stickers is $262.50
Other equipment: $1,436
Zulu Racing
• Tables 6 (10.00)= $60
• Chairs: 30 (1.05)= $31.50
• 10x10 registration tent= $25
• Water cups with logo 300 (.40)= $120
• Finish line: $950 set up + $2.50 per racer= $1,200
Total: $4,898 - $3,750 (If MODash gets 125 people) = $1,148

82
Abbey Theban
Social Media Specialist
Abbey loves taking pictures of food
almost as much as she loves eating
it. When she was little, she wanted
to be a paleontologist, but decided
to settle for journalism instead. After
graduation, Abbey will be moving to
St.LouistoworkinFleishman-Hilard’s
social media department. The things
she will miss most about Mizzou are
having a Starbucks within walking
distance from the J-School and Ins-
tagramming pictures of the columns
in every season.
Siqi Lin
Art Designer
Siqi’s desire is to enrich her
experiences as much as possible
andgettheupmostoutoflife.Shehas
been to summer camps in Australia,
U.S., U.K., Canada and Singapore to
study languages, cultures and make
friends as a representative of China
since 13. She enjoys being around
people and immersing herself in a
varietyofcultures.Siqihasverybroad
interest including design, broadcast
journalism and public speech. She
wants to work at a top TV station
and she is taking her first step by
interning at CCTV this summer in DC.
Luke Tripp
Researcher
Luke is an adventurous person who
enjoys sports and the outdoors. He
appreciates the adrenaline associated
with off road vehicles, mountain bikes,
and athletics. He started playing rugby
and studying journalism in college and
plans to pursue both specialties in the
future. He will move to Colorado upon
graduation and will seek a job in the
advertising industry. However, he em-
braces the unknown and anticipates
an undetermined life adventure ahead.
His time spent with the Mizzou journal-
ism school and his Trek Media cap-
stone team has helped him graduate
with confidence and lasting memories.

meettheteam
83
Emily Behn
Public Relations Specialist
Emily is a senior international
strategic communications major with
an emphasis in Public Relations.
In May she is taking her talents to
Kansas City, Missouri to work for
FleishmanHillard. Caffeine and
good books are her main fuel, and
on any sunny day you can find her
running on the MKT trail. Her dream
job would be Hillary Clinton’s Vice
President, but Emily is still waiting
for Mrs. Clinton to text her back.
She loves golden retrievers, Ins-
tagram, lakes, talking about food,
knitting and terrible pop music.
Andrea Jankelow
Researcher Copywriter
On her second grade goals sheet,
Andrea Jankelow wrote “Rockstar
Astronaut.” While she still harbors
secret fantasies of singing on Mars
to a crowd of one-eyed aliens,
she is perfectly content being an
advertisingcreative.Andrea worked
alongside Luke as the copywri-
ter and researcher for Trek Media,
while playing with illustrations in
her spare time. After spending her
past summer drinking wine and
eating spaghetti at her internship in
Italy, she has decided to pursue a
career in copywriting—after she
takessometimetoexploretheworld.
Ashlan Fiester
Account Executive
Ashlan is a strategic communication
major from the University of Missouri
with an emphasis in public relations.
She has always had a passion for
movies and books. Her dream job
would be to work for Fox as a publi-
cist, promoting movies and planning
moving premieres. Her plans after
she graduates are to attend graduate
school at Mizzou and get her masters
in a year. After she has gotten her
masters, she plans to move to Los
Angeles where she hopes to make
her dreams come true.

86
Appendix A
1) How do you typically like to spend your free time?
2) Do you like to spend time outdoors during your free time? If yes, what activities do you do? If not, why not?
3) What does the word “nature” mean to you? Why?
4) What aspects of nature excite you the most and why?
5) What do you think of when you hear “Conservation”? How about the Missouri Department of Conservation?
6) What thoughts come to mind when you hear the word hunting? How about fishing? How about hiking?
7) Why do you think people hunt or fish?
8) What do you think of people who hunt or fish?
9) If you were told there were free programs to learn outdoor skills, such as shooting a handgun, canoeing
or archery, would you be inclined to go? If no, why not?
If yes, what would be the best way to let you know about these programs?
10) How do you consume media nowadays (ie: TV, Netflix, Facebook, newspaper, radio etc)? List your top
5 media outlets. Which one is most used?
11) Of all the topics we’ve touched on today, what really resonated with you?
12) What else would you like to talk about in reference to nature and outdoor activities?

appendices
87
Appendix B
Thank you for taking this survey regarding the Missouri Department of Conservation. It should take
approximately 10-15 minutes. Completed surveys will be entered into a raffle for 1 of 3 $20 Visa gift
cards. You may exit the survey at any point, however, uncompleted surveys will not be entered into
the raffle drawing.
On a scale of 1-5 (1 being never and 5 being all the time) how often do you use (listen to, read, watch,
engage in, etc.) the following:
· Print newspaper
· Online newspaper
· Radio
· Cable television
· Online television, such as Netflix, Youtube, Hulu, etc
· Facebook
· Instagram
· Twitter
· Pinterest
· Magazines
· Email
· Google+
How often do you check your email?
Multiple times a day
Once a day
Once a week
Rarely if ever

88
Where do you spend the majority of your time? (Rank with 1 being the most amount of time to 6 being the least)
On campus
At a job
At the bars
Outdoors in nature
In my home/room
Other _________
When was the last time you spent 30 minutes or more outside in nature
This week
This month
Within the past 6 months
Within the past year
None of the above
Have you ever posted a nature photo to a social media platform? (If yes, which platform)
Yes
No
What motivates you to spend time outdoors?
Active/healthy lifestyle
Spending time with friends doing outdoor activities
Being involved with nature
None of the above
Other
On a scale of 1 to 5 (5 being the most and 1 being the least), how familiar are you with the Missouri
Department of Conservation?

appendices
89
Are you subscribed to any of the Missouri Department of Conservation’s free publications (Missouri
Conservationist and Xplor Magazine) or following them on social media? (If yes, what?)
Yes _________
No
Have you ever attended an outdoor class (hunting, shooting, archery, camping, canoeing, etc.) hosted by
the Missouri Department of Conservation?
Yes
No
If yes, which one? _____________________________
If no, please indicate why
A. Not interested
B. Unaware of the class
C. Other __________________
Which activities might you be interested in trying (check all that apply)
Family hunting skill workshop (activities such as archery, hunting, firearms etc)
Fishing classes
Women workshop (activities such as archery, canoeing, outdoor cooking etc.)
Shooting Classes
Outdoor Skills workshop
Wildlife exhibits
Nature Centers
What might motivate you to participate in a conservation class/activity?
_______________________________________________________

90
How interested are you in conservation efforts?
Very interested
Somewhat interested
Neutral
Somewhat disinterested
Not interested at all
How old are you?
A) under 18 years old
B)18-24
C) 25-30
D) 31 or older
What is your gender?
A) Male
B) Female
What category best describes you?
· White (Caucasian)
· African American
· American Indian or Alaskan Native
· Asian
· Native Hawaiian or other Pacific Islander
· Other
In order to have a chance to receive a gift card, we need your contact information. Please enter your
phone number or email below so we can contact you if you win!
Phone_______
Email______
Thank you for your time!

appendices
91
Survey Raw Data
Initial Report
Last Modified: 02/24/2015
1. On a scale of 1-5 (1 being never and 5 being all the time) how often do you use (listen to, read, watch,
engage in, etc.) the following:
# Answer Min
Value
Max
Value
Average
Value
Standard
Deviation
Responses
1 Print
Newspa-
per
1.00 5.00 1.98 1.13 96
2 Online
Newspa-
per
1.00 5.00 3.00 1.24 124
3 Radio 1.00 5.00 3.38 1.24 121
4 Cable
Televi-
sion
1.00 5.00 3.40 1.38 120
5 Online
Tele-
vision
(such as
Netflix,
Youtube,
Hulu,
etc )
1.00 5.00 4.32 0.96 130

92
6 Face-
book
2.00 5.00 4.59 0.70 130
7 Insta-
gram
1.00 5.00 4.06 1.43 125
8 Twitter 1.00 5.00 3.48 1.54 122
9 Pinterest 1.00 5.00 2.81 1.45 113
10 Maga-
zines
1.00 5.00 2.22 0.94 125
11 Email 2.00 5.00 4.55 0.77 130
12 Google+ 1.00 5.00 2.43 1.47 102
2. How often do you check your email?
# Answer Response %
1 Multiple
times a day
118 91%
2 Once a day 8 6%
3 Once a
week
3 2%

appendices
93
4 Rarely if
ever
1 1%
Total 130 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.13
Variance 0.21
Standard Deviation 0.46
Total Responses 130
3. Where do you spend the majority of your time? (Rank with 1 being the most amount of time to 6 being
the least)
# Answer 1 2 3 4 5 6 Total Responses
1 On campus 39 50 10 8 11 10 128
2 At a job 35 28 27 7 23 8 128
3 At the bars 3 5 30 51 25 14 128
4 Outdoors in nature 1 1 27 42 49 8 128
5 In my home/room 48 43 25 8 3 1 128
6 Other 2 1 9 12 17 87 128
Total 128 128 128 128 128 128 -

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Other
hanging with friends
Sorority House
gym
In my car
Running errands
Gym
Friends House
Kansas City, MO
Rec
N/a
Gym
Driving in my car
gym
Restaurants
Fhtfhhg
At friends/families homes
At the rec
Gym
I don’t know where this place is, but there’s no way I spend more time at bars than
somewhere else.
Studying

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With Family
As
Wrasslin’ room
Traveling
Household chores
Friends house
Out shopping, playing sports, etc
Gym
Girlfriend’s Place
Gym
Statistic On cam-
pus
At a job At the
bars
Outdoors
in nature
In my home/
room
Other
Min Value 1 1 1 1 1 1
Max Value 6 6 6 6 6 6
Mean 2.47 2.84 4.03 4.26 2.05 5.36
Variance 2.46 2.64 1.24 0.89 1.16 1.26
Standard
Deviation
1.57 1.63 1.11 0.94 1.08 1.12
Total Re-
sponses
128 128 128 128 128 128

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4. When was the last time you spent 30 minutes or more outside in nature?
# Answer Response %
1 This week 52 40%
2 This month 60 46%
3 Within the past
6 months
15 12%
4 Within the past
year
3 2%
Total 130 100%
Statistic Value
Min Value 1
Max Value 4
Mean 1.76
Variance 0.56
Total Responses 130

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5. Have you ever posted a nature photo to a social media platform? (If yes, which platform)
# Answer Response %
1 Yes 102 78%
2 No 28 22%
Total 130 100%
6. What motivates you to spend time outdoors?
# Answer Response %
1 Active/healthy lifestyle 55 43%
2 Spending time with friends
in outdoor activities
53 41%
3 Being involved with nature 17 13%
5 Other 3 2%
Total 128 100%

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Statistic Value
Min Value 1
Max Value 5
Mean 1.77
Variance 0.73
Total Responses 128
7. On a scale of 1 to 5 (5 the most and 1 being the least), how familiar are you with the Missouri Depart-
ment of Conservation?
# Answer Min
Value
Max
Value
Average
Value
Standard
Deviation
Responses
1 Click to write
Choice 1
1.00 5.00 1.99 1.26 129
8. Are you subscribed to any of the Missouri Department of Conservation’s free publications (Missouri Con-
servationist and Xplor Magazine), following them on social media, or an email subscriber? (If yes, what?)
# Answer Response %
1 Yes 12 9%
2 No 118 91%
Total 130 100%
Yes
Missouri Conservation
Conservationist, but am canceling because not getting lot out of it
Missouri Conservationist
Conservation
Xplor
national geographics
Missouri conservationist and xplor
Facebook

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Both
Missouri conservation
missouri conservation magazine
MO. Conservationist Mag.
Statistic Value
Min Value 1
Max Value 2
Mean 1.91
Variance 0.08
Total Responses 130
9. Have you ever attended an outdoor class (hunting, shooting, archery, camping, canoeing, etc.) or
nature center program hosted by the Missouri Department of Conservation?
# Answer Response %
1 Yes 12 9%
2 No 118 91%
Total 130 100%
Statistic Value
Min Value 1
Max Value 2
Mean 1.91
Variance 0.08
Total Responses 130
10. If yes, which one?
Text Response
Camping, kayaking, sailing, swimming,
canoeing

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woodcarving
Nature Center in middle school
camping
Runge center about bats
kayaking
I worked for MDC and attended several workshops
Springfield MO
Hunting cert
shotgun trap and skeet
Hunter Safety Training
Statistic Value
Total Responses 12
11. If no, please indicate why
# Answer Response %
1 Not interested 24 21%
2 Unaware of the class 84 72%
3 other 9 8%
Total 117 100%
other
Just never did it
Don’t live in Missouri
I use to teach the classes
dont live in MO
Too busy with work
i went to regis
Not a student
Time Commitment

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Live in uk
Statistic Value
Min Value 1
Max Value 3
Mean 1.87
Variance 0.27
Total Responses 117
12. Which activities might you be interested in trying (check all that apply)
# Answer Response %
1 Family hunting skill
workshop (activities
such as archery, hunt-
ing, firearms etc)
35 28%
2 Fishing classes 34 27%
3 Women workshop (ac-
tivities such as archery,
canoeing, outdoor
cooking etc.)
65 52%
4 Shooting classes 64 52%
5 Outdoor skills work-
shop
49 40%

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6 Wildlife exhibits 55 44%
7 Nature Centers 44 35%
Statistic Value
Min Value 1
Max Value 7
Total Responses 124
13. What might motivate you to participate in a conservation class/activity?
Text Response
If my friends did it with me.
Sorority involvement
Incentives- give aways, food, coupons
nice weather, friends going
if it was fun
fun time
Learning
life-long learning
Competition
More availability

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Location
Close by
Knowledge of the activity
General interest
Having access to them
To become engaged in learning about something that is crucial to the way we live
learn more about my surroundings
Self defense
Information regarding the activities and friends to participate with.
If it were something I was interested in.
Workout benefits
nature
To learn something new
If it was somehow relevant to young adults instead of focusing on family and children
audiences
If its free
Food incentive, nice weather, knowledge of the activity
More advertising of the subject
Good weather
Learning outdoor skills for potential lifetime hobbies
Wanting to learn things they’re teaching and having time.
Doing with a group such as a sorority outing or team building.

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Friends doing it, or to learn a new skill
Friends
bc i like them
Time convenience and money
If it’s free.
Try something new
More access to information about them/close location
free
Hiking Activity
Hear more about the programs through social media, and having a big group going
with me to the classes/activities
learn new outdoor activity
Healthy/active activities
Awareness
If friends did it too
Not sure
Being at a convenient time and location. I am so busy with school I can’t afford to spend
a lot of time traveling.
Fair pricing
Friends
Friends going with me
Ease of attending, closeby, free

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Low or no cost
I love animals
Learn more about other ways to spend time and develop new hobbies
if it’s an easy class
For fun
free and other friends going
Good weather
Money
Friends interested, too
To learn more!
To learn more about nature
if i was made aware of it by advertising, it was reasonably priced, can do it with friends
free
Idk
Raffles
Warm weather
because I am majoring in a topic with conservation
Incentive
Having a group of friends to go with
Learning
having more free time
it’s a nice break from reality

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Weather
Friends
because conserving nature rocks
Friends joining me
Being in nature
n/a
time
Learning a new skill
Cost
If friends did it with me
topic
if i knew people who did
Information about the class
A friend
Living near Missouri
convenient location
First class is free
Fun
learning experience
Lived closer
Free food?
be more active

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Promoting tactics that catch my eye.
I just love learning and nature
low cost, high gain, maximum time input
Free booze
Awareness
availability
Statistic Value
Total Responses 103
14. How interested are you in conservation efforts?
# Answer Response %
1 Very interested 26 20%
2 Somewhat interested 58 45%
3 Neutral 40 31%
4 Somewhat disinterested 2 2%

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5 Not interested at all 3 2%
Total 129 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.21
Variance 0.74
Total Responses 129
15. How old are you?
# Answer Response %
1 Under 18 years old 0 0%
2 18-24 110 85%
3 25-30 10 8%

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4 31 or older 10 8%
Total 130 100%
Statistic Value
Min Value 2
Max Value 4
Mean 2.23
Variance 0.33
Total Responses 130
16. What is your gender?
# Answer Response %
1 Male 30 23%
2 Female 100 77%
Total 130 100%

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Statistic Value
Min Value 1
Max Value 2
Mean 1.77
Variance 0.18
Total Responses 130
17. What category best describes you (check all that apply)?
# Answer Response %
1 White (Caucasian) 122 94%
2 African American 4 3%
3 American Indian or
Alaskan Native
0 0%
4 Asian 2 2%

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5 Native Hawaiian or
other Pacific Islander
2 2%
6 other 3 2%
other
hispanic
Statistic Value
Min Value 1
Max Value 6
Total Responses 130
18. In order to have a chance to receive a gift card, we need your contact information. Please enter your
phone number or email below so we can contact you if you win!
# Answer Response %
1 Phone 31 27%
2 Email 82 73%
Total 113 100%

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Interview Raw Data
1) How do you typically like to spend your free time?
Respondent A (female) : I don’t have free time. Hanging out with friends when I do. Mainly going
to bars.
Respondent B (male): Hanging out with my friends. I go flying. I play guitar.
Respondent C (female): Hanging out with my friends, Running, Watching Netflix
Respondent D (female): In my bed, watching Netflix, Eating, Out with friends
Respondent E (female): Watching Netflix, going to the movies, drinking with friends, crafting
Respondent F (female): Watching netflix, napping, going online, working out and hanging out
with friends.
Respondent G (male): during the week I like to workout inside, play frisbee outside and watch Netflix.
On the weekends I like to play Frisbee outside (on Mizzou Frisbee team), go to the bars, etc.
Respondent H (male): Read articles, exercise outside (running) on a trail or in a neighborhood, go
shooting (with a bow)/hunting
Respondent I (male): workout inside, watch TV, read, etc.
Respondent J (male): Working out, going to bars, watching Netflix
Respondent K (male): Free time, hanging out with my wife, usually fishing/hunting, or working on
my cars.
Respondent L (female): Watch Netflix, hang out in my sorority house with friends.
Respondent M: Eating out at restaurants, watching movies, drinking with friends, hiking, skiing,
working out, reading a good book when I have it
Respondent N: Hang out with friends, do activities: talking, movies, play games.
2) Do you like to spend time outdoors during your free time? If yes, what activities do you do?
If not, why not?
Respondent A: yes. I like to go hiking (only when its warm), swimming, laying out at the pool,
volleyball. In winter I go sledding.
Respondent B: I do. I fly airplanes. I enjoy hiking. I enjoy repelling.
Respondent C: Yes, running, and hiking. Only when it’s too cold to run/hike. I hate snow

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Respondent D: Hiking is fun in the fall, or if it’s actually warm. Otherwise I just like to hang out
Respondent E: When I had my dog living with me, yes. We would enjoy taking nature walks on the
trails behind my house. Now that I don’t have her with me at school, I spend less time outdoors.
Respondent F: Sometimes, it depends on the day or weather. When it’s nice out I like to go for
runs, walks, and hikes. Or just hang out at a park. But it’s normally not all my free time.
Respondent G: playing in the snow, play Frisbee, grill outside, fishing at a lake or pond.
Respondent H: anything you can do on the lake (lake of the Ozarks), farming, fish, hunt, four-
wheeling, etc.
Respondent I: swim, rock climb, going to parks, hiking, etc.
Respondent J: Run a few miles, drink on patios, play rugby
Respondent K: Yes outdoors, usually on the lake with my old man fishing, or with my father in law
or brother in the woods or duck blind hunting. A lot of deer/ bow hunting and duck hunting
Respondent L: Love it, I hike, bike, run, go to festivals and concerts, ski, lounge at the pool
Respondent M: If it’s a nice day, I will. I like to do homework in the column, going to parks.
Respondent N: Yes, kinda, go walking, sports games, bike ride, fishing.
3) What does the word “nature” mean to you? Why?
Respondent A: outdoors. Trees. Rivers. Bodies of water. Animals. Wild animals. Camping.
Respondent B: outdoors. There is a positive association. Open space. Fresh air. Creates a sense
of escape. Peace.
Respondent C: Outside, in a forest or area that there aren’t any buildings. Trails or state parks,
natural wilderness with animals and stuff
Respondent D: The environment, trees, outside, untamed, no humans there
Respondent E: Nature means the outdoors; I think of a park or the woods
Respondent F: To me nature is the environment meaning vegetation.
Respondent G: allergies (pollen) wildlife, sunsets, birds, squirrels
Respondent H: green grass, outdoors, wearing shorts, trees
Respondent I: outdoors, away from civilization, trees, grass, living things, sun, breeze
Respondent J: Think of animals and hunting, because I think of life when I think of nature and I
see animals as more lively than plants, thinking of the animals is what brings the train of thought
to hunting
Respondent K:nature - is the outdoors, away from the city lights, untouched my humans,

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untamed, natural...
Respondent L: I think of animals and nice weather and flowers because those things are all full of
life. I like to tend to my own flower garden and that can only happen in the nice weather
Respondent M: Connecting to the environment without human involvement; Free.
Respondent N: The woods, the forest, leaves, when it’s spring and everything is bright and green
4) What aspects of nature excite you the most and why?
Respondent A: water excites me the most. I like rivers and float trips and swimming.
Respondent B: anything adventurous in nature. For example, white water rafting, repelling, hiking.
Respondent C: The scenery can be really pretty. It’s great to get fresh air
Respondent D: The fall is the best because of all the colors, Summer is good too because I guess
I like to go to Lake of the Ozarks
Respondent E: Its beauty, going on adventures, sunshine
Respondent F: I like seeing plants grow to see their progress, I also like seeing different land-
scapes and terrains since I am a geography major I find it interesting how nature is different in
many different places.
Respondent G: using nature as a getaway
Respondent H: its free, tranquil, less polluted, less people
Respondent I: constantly changing, good change of pace from being inside, peaceful, serene
Respondent J: Good weather because it gives me energy, I’m more productive when I get outside
to do things
Respondent K:wildlife, and their activity, how they can hide, and blend into nature, how they can
adapt to nature and mother nature.
Respondent L: The fresh air puts me in a good mood. Nature seems healthy to me and I do my
best to stay natural when it comes to food and such
Respondent M: The world in general is amazing, like what I saw in National Geography, the caves,
the Amazon forests.
Respondent N: Beautiful creation of the earth, mass of trees, things that have been around longer
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5) What do you think of when you hear “Conservation”? How about the Missouri Department of Con-
servation?
Respondent A: I think of protecting wildlife and saving what’s left of it. I think about a bunch
of treehuggers that aren’t doing a good jobs. They don’t have enough money, so they don’t do
enough stuff. They’re not very helpful.
Respondent B: turning poop into drinkable water. And I know nothing about the MDC
Respondent C: Protecting the environment. Not really sure, but I’m assuming they have some-
thing to do with protecting the environment?
Respondent D: Conservation I think protecting the environment, conserving resources and recycling
Respondent E: I think of forests and recycling when I think of conservation. When I hear MO De-
partment of Conservation I think of forest rangers.
Respondent F: When I hear the word conservation I think of preservation like conserving the envi-
ronment. I’ve never heard of the Missouri Department of Conservation but I feel like they would be
in charge of conserving Missouri state parks and rivers.
Respondent G: protection // bass fishing, protection of Missouri wildlife
Respondent H: misunderstood, costly// deer tags, heritage card
Respondent I: people in your face telling you how to save the world, making sure nature is there for
your ancestors // park rangers, magazines that get thrown in the trash
Respondent J: a. When I hear conservation I think of not being wasteful, I think of not wasting
my resources and using them incrementally throughout the day
b. When I think about the Missouri Department of Conservation I think of fishing, that is
the first thing that comes to mind, I know they regulate hunting too
Respondent K: Conservation - keeping things the way they are, untouched, leaving as little of a
mark as you can on the land, leaving it better than you found it.
Respondent L: a. Conservation – I don’t think of anything nature related
b. Missouri Department of Conservation – fishing I guess
Respondent M: I get a negative feeling, It think it’s boring, not really exciting, it reminds me of recy-
cling, seems difficult having fun there.
I think it’s ok, I went to the Jefferson one, it has a nice trail. It’s not really nature, it almost seem
artificial, it’s being preserved, and has museums there, somehow artificial.
Respondent N: I don’t know much about it, conversation people will get mad if you over hunt, or

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hunt in the wrong season.
Yes, there is a station in my hometown. It has big tank of native fish, native plants, they do some
cool things, and they are responsible for keeping some species.
6) What thoughts come to mind when you hear the word hunting? How about fishing? How
about hiking?
Respondent A: hunting: when I hear hunting I think of my dad. It sounds fun. Jerky. Deer meat.
Dinner. Fishing: impatient, still fun. My dad. Hiking: cardio. Exercise. Exhillerating. Refreshing.
Respondent B: hunting: duck dynasty. Townie. Fishing: Lake Michigan, boating, carp. Hiking:
peaceful, quiet, adventurous.
Respondent C: My high school friends, camouflage, deer chili
Respondent D: Fishing makes me think of dads, Hunting just isn’t for me, rednecks, country people
Respondent E: When I think of hunting I think of deer and sadness; fishing I think of worms and
lakes, and when I think of hiking I think of beauty and camelbaks.
Respondent F: Hunting - killing animals, sport, deer, fur trade
Fishing - fishing pole, different types of fish, food, sushi
Hiking - fun activity, workout, mountains, nature, granola
Respondent G: deer on the wall, providing your family with food, sitting in a deer stand // fish fries,
crappie, spending time with my grandpa, catch and release // rock bridge state park, getting dirty,
climbing on trees and rocks
Respondent H: all of the hunting start dates, always something in season, predator control, deer
camp, largely embellished hunting stories, expensive, FOOD // fish fries, can do it all year, lake
of the Ozarks, mark twain, spoonbills, Bennett springs trout fishing // running through trails, would
rather do it on a horse
Respondent I: killing things, population control, future hobby?, gun, exciting // Jeremy wade, cat-
fish, future hobby?, boats, water, serene // adventure, climbing, trails, off the grid, no cell service
Respondent J: a. When I hear the word hunting I think of my friend’s farmland, we go out there
and shoot guns every now and then, I don’t hunt but he does. I also think of deer, quail, and turkey
b. When I hear the word fishing I think of how bad I am at fishing. I don’t fish all too often
but I never have a bad time when I go
c. When I think of hiking I think of the woods and thorns and summertime. I don’t typi-

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cally hike unless its decently warm outside and I always come back home with little prickly
things like thorns on my shorts.
Respondent K: Hunting- rain/snow/friends/stories, population control, meat, allowing for growth
in the herd, Fishing- family time, relaxing, fish fry, conservation again- letting younger fish grow...
Hiking - not much of a hiking person... I see the outdoors while fishing/hunting.....
Respondent L: a. Hunting – eww
b. Fishing – that’s fine, I like to eat fish so I think of a healthy dinner
c. Hiking – summer time and exercise and satisfaction
Respondent M: Hunting: guns, deer heads on the walls
Fishing: I think of my dad, we went fishing all the time in the old days, I don’t like taking the fish off
the hook.
Hiking: makes me tired, I don’t really like it.
Respondent N: Hunting: Guns, killing animals, death, waste, I don’t like it. I think it’s not my respon-
sibility to kill an animal without a reason
Fishing: I don’t like that either. If you doing that for sports, it’s wrong to the animals. It’s unnecessary.
Hiking: I enjoy hiking.
7) What do you think of people who hunt or fish?
Respondent A: I think there’s nothing wrong with it. I think it’s a sport and that can also be kind of
productive. ESPECIALLY with controlling the deer population. I think theyre cultured. Hunting takes
a lot of knowledge and patience. It’s like a religion in itself
Respondent B: I think it is pretty natural. We are biologically wired to be hunters and gatherers.
Respondent C: For sport or for fun.
Respondent D: Neither are really for me, but for people who do that’s good for them
Respondent E:It depends on the reason. If it’s solely for entertainment and not a necessity then I
don’t think that’s right. Animals are not here for our entertainment.
Respondent F: Some people hunt and fish for survival and to sell to put food on the table. Others
do these activities as a hobby.
Respondent G:way of life, hobby
Respondent H:land stewards, hobby, doing it for food
Respondent I: strictly a hobby, let off steam, relax
Respondent J: I think people fish for a pleasant like enjoyment and I think people hunt for a thrilling

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sort of enjoyment. There is more that goes into hunting. It is more intense and more expensive so
the thrill of getting a kill is at a higher level
Respondent K: (no response)
Respondent L: It’s a hobby that people enjoy. People get good food out of it and like the chal-
lenge of man vs nature but I don’t see it as a competition really
Respondent M: There is primal behavior in human wants that sports, for fun and also dominant and
to be the strongest in the animal kingdom.
Respondent N: Hunting: It’s a sport, I don’t think it’s bad. Without hunting, the deer will be too
many, but there should be a dignified way to do it, and hunt humanly.
Fishing, you shouldn’t over fish, I don’t have strong opinion about it.
8) Why do you think people hunt or fish?
Respondent A: I think people do it because game meat is really good. It’s a bonding activity. A lot
of fathers and sons (and daughters) go. It’s a good past time. It’s just a really addicting hobby. My
dad, it’s like a religion to him. He goes hunting all over.
Respondent B: It’s a hobby. People enjoy it.
Respondent C: I don’t really have an opinion, I like to fish, but it’s not something I go out of my way
to do. Hunting is fine too, just not something that I like to do.
Respondent D: For fun, I guess.
Respondent E: I think a lot of people hunt and fish for sport. Sometimes, its for food, which I think
could be a good thing, but if its just for entertainment, I think that’s wrong.
Respondent F: People that hunt are country and wear camo. I feel like a lot of people fish some
that live on lakes or rivers and also people living on the coasts.
Respondent G: pretty neat, I don’t hunt but I respect them
Respondent H:my kind of people
Respondent I: patient, good ole boys
Respondent J: I think they are usually guys. I’ve got a lot of friends who hunt and fish so I know
they are people I can get along with. I don’t necessarily see them as athletes.
Respondent K: People fish/hunt for free time, slow paced, friends/family can join. It is like showing
your son/daughter, girlfriend/wife how to do something new. Memeories that can not be replaced.
Anyone that has hunted/fished can relate to these memories, whether it was their grandpa, dad,

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brother, father in law, someone in their life taught them something in the woods that they value
today. It’s time away from internet, facebook, outside distractions, and most of all work.
Respondent L: I don’t judge people but hunting isn’t the nicest thing. Fishing is ok.
Respondent M: It’s a hobby, a lot of guy who hunt or fish. For me I have never get a gun, but I
don’t see much difference from those who hunt or fish.
Respondent N: I don’t have a problem that people fish. I don’t like the idea that killing the animal
for no reason. I get a negative feeling about those who hunt.
9) If you were told there were free programs to learn outdoor skills, such as shooting a hand-
gun, canoeing or archery, would you be inclined to go? If no, why not?
Respondent A:yes.
Respondent B: maybe. If there weren’t a bunch of rednecks there. Like I went to a leonard skinner
concert once…and wow…mullet mullet camo camo…mullet mullet mullet.
Respondent C: I would go. It would be fun to spend a day doing something like that, it would be
something different
Respondent D: Yeah, it sounds like something could be fun if I had the free time.
Respondent E: I think I would be willing to do these because it would be an interesting activity to
add to my schedule that would make me a more well-rounded person.
Respondent F: Yes, I would want to learn. But I would probably want to learn with a friend.
Respondent G: Yes, free is good. Its interesting and a skill that I would like to learn
Respondent H: If I didn’t already know how to do that, probably not: More nature enthusiast based
like they do it every weekend instead of normal, easier to learn from a friend or a pro shop
Respondent I: no, sometimes those attract like home school groups or boyscouts, seems like not
my kind of people – target the wrong group of people
Respondent J: I would be inclined to go to some of them but the things like hunting, fishing,
shooting guns I would just go to my friends to for help. I can teach myself outdoor cooking. Ar-
chery and canoeing sounds fun though as long as it really was free.
Respondent K: I personally would not, these activities have been taught to me, passed down
through both sides of my family and my wives family... My brother on the other hand, he did not
get into this young, but now does, he is more of the hands on and interested in learning everything
about it now in his life as he is 30 now, he would be all over these classes trying to gain any knowl-

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edge that he can learn.
Respondent L: No probably not. I like to spend my free time with friends and none of them would
go with me. I’m never going to be outdoors by myself at a time that require skills like that
Respondent M: For Canoeing: Yes. You get to go on the water, it’s fun, you can experience some-
thing from different perspective.
For archery: Yes, it takes more skills than shooting a gun, and I’m interested.
But not shooting. I just don’t wanna shoot a gun.
Respondent N: Probably not, it is just not the thing I like.
If yes, what would be the best way to let you know about these programs?
Respondent A: news reports. Put ads in the paper (maybe…not our age). For people our age,
flyers around campus,
Respondent B: EMAIL, mass texting…flyers aren’t good for conservation. Facebook.
Respondent C: Email or by Facebook or Twitter
Respondent D: Email or text
Respondent E: (no response)
Respondent F: The best way to let me know would be on social media.
Respondent G:(no response)
Respondent H:(no response)
Respondent I:(no response)
Respondent J: The best way to let me know would be putting flyers up at places I go. I go to the
gym and out to eat a lot. I also go to the bars.
Respondent K: (no response)
Respondent L: (no response)
Respondent M: (no response)
Respondent N: (no response)
10) How do you consume media nowadays (ie: TV, Netflix, Facebook, newspaper, radio etc)? List
your top 5 media outlets. Which one is most used?
Respondent A: 1) most of my stuff is from fb (I never watch the news) 2) radio 3) word of mouth 4)
netflix 5) news reports
Respondent B: most of it is through aggregated rss feeds – like the app called pulse. I use the

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internet the mosts. 1) facebook 2) fortune finance 3) fast company 4) business insider 5) forbes
entrepreneurs.
Respondent C: TV news, buzzfeed, Facebook, Twitter, email. Probably Facebook
Respondent D: Netflix, buzzfeed, twitter, Facebook
Respondent E: Mainly Internet and Netflix are equally used. I’ve looked at certain random news
sites if there’s a link posted on Facebook or something. I like Buzzfeed a lot as well.
Respondent F: 1. Facebook 2. Twitter 3. Word of mouth 4. television, KOMU 5. online news outlets
Respondent G: Twitter, TV, radio, internet, Facebook
Respondent H: Tv, radio, instagram, twitter, internet forums
Respondent I: facebook, TV, instagram, Netflix, internet
Respondent J: I don’t get on social media that much. Top five would be TV/Netflix, radio, word of
mouth, newspaper, Facebook
Respondent K: Internet, facebook, radio, news, twitter
Respondent L: All of the above. Facebook, instagram, tv, work, radio
Respondent M: TV, Internet, phone, FB, intagram, twitter, Snapchat discovery, radio, magazine. I
can’t say the one I use the most.
Respondent N: Facebook, USA Today Online, BBC news app, newsy, text messages, used FB
the most.
11) Of all the topics we’ve touched on today, what really resonated with you?
Respondent A: I had the most to say about hunting, because it’s misunderstood.
Respondent B: media consumption.
Respondent C: I would be interested in taking one or two classes
Respondent D: Just nature in general, I never really think about the amount of time I spend in nature
Respondent E: n/a
Respondent F: What I think of people that hunt and fish.
Respondent G: I want to adventure
Respondent H:Can’t wait until Turkey season
Respondent I: I want to hunt!
Respondent J: The free classes. I didn’t know those were offered. I would consider taking them if I
knew about them and now I may since you brought it up

122
Respondent K: hunting/fishing - besides cars/trucks, fishing and hunting is my life.
Respondent L: I liked that I got to think of all of the fun things that I can do outside once the weath-
er warms up
Respondent M: I can’t think of anything particular.
Respondent N: I don’t know really, it will probably prompt me to the know more about conserva-
tion, I’m not sure about what conservation is and I will google.
12) What else would you like to talk about in reference to nature and outdoor activities?
Respondent A: people litter too much
Respondent B: I like it when people who hate nature are forced to be out in nature. I have a hard
time finding places to hike online.
Respondent C: Nothing really.
Respondent D: Nothing
Respondent E: nothing
Respondent F: nothing
Respondent G: nothing
Respondent H: Nothing
Respondent I: Nothing
Respondent J: I prefer to be outside rather than inside but I work a lot so sometimes that isn’t
possible.
Respondent K: Outdoors to me is anything, anytime not spent in front of the tv or computer and
you’re outside, usually you’re outside with friends/family - this is where memories are made, bike
riding, swimming, on the river in the boat - all that is outdoor activity and a day that isn’t wasted.
Respondent L: Nature is beautiful I don’t like it when people mess it up! Vandalism and killing
things for no reason I don’t understand
Respondent M: Not really.
Respondent N:The connectedness you feel when it’s just you and nature, that’s the ultimate experience.

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Research Plan Citations
Dua, Tanya. “Marketing to Millennials, the Advertising Week Way.” Digiday. October 2, 2014. Accessed
February 2, 2015. http://digiday.com/brands/celtraes-marketing-millennials-advertising-week-taught-us/
nnials-advertising-week-taught-us/.
Outdoor Values of Missourians. Rep. St Louis: Fleishman-HIllard Research, 2007. Print.
“Texting Is Best Medium for Advertisers to Reach Teens: Study.” - Mobile Marketer. Accessed February 3,
2015. http://www.mobilemarketer.com/cms/news/research/6276.html.
Fanning, Christine, and Syieda Penn. “Outdoor Nation Special Report: Barriers to The Outdoors.” Outdoor
Foundation (n.d.): 1-28. Outdoor Industry Association. Web. 3 Feb. 2015. http://www.outdoorfoundation.
org/pdf/Research.OutdoorNation.Barriers.pdf.
“Programs .” NextGEN Gallery RSS. Http://www.openskywilderness.com/programs, 2009-2015. Web. 05
Feb. 2015. http://www.openskywilderness.com/programs.

This document was produced by AdZou at the Missouri School of Journalism.
The contents are the property of the Missouri Department of Conservation.
All information is confidential and proprietary and shall not be modified,
reproduced, distributed or used for any purpose without prior written
consent of the Missouri Department of Conservation.
© Trek Media; April 23, 2015.

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