4 takeaways from the 2025 RBFF State Marketing Workshop

PayIt employees will share their insights in this series written by our teammates — showcasing the talent, expertise, and positive attitude that each PayIt employee brings to the company. This post contribution is from Nick Copelin, PayIt’s Director of Adoption Marketing.

We recently returned from the 2025 RBFF State Marketing Workshop in Baltimore, and we’re energized by the wealth of knowledge and strategies shared. Several key themes were evident in the sessions and presentations during our time. 

1. Segment audiences and engage them where they are

Digital and social media platforms are effective outreach tools, providing valuable data and insights on what resonates with your audiences. Implementing audience segmentation will improve the effectiveness of your campaigns. Reviewing engagement and survey data will help agencies optimize communication even more.

• Real-world example: Texas Parks and Wildlife used SMS marketing to increase boat registration renewals

2. Build advocates and superfans

Advocacy is the most powerful form of organic growth — and that begins with building superfans. Personalized experiences are a great place to start; they can strengthen relationships and ties to boating and fishing activities. And aim to surprise and delight customers. People will appreciate the extra little effort, especially if the positive experience was unexpected. 

• User-generated content and storytelling help convert casual participants into passionate advocates

3. Embrace AI and automation

AI-powered content generation can enhance marketing effectiveness and improve efficiency. Automating repetitive tasks allows your teams to focus on strategic initiatives.

4. Customer retention is top of mind

Retention-focused marketing should emphasize emotional connections. Personalization is a theme from A to Z: Tailored approaches reduce churn among different customer personas, and community-driven initiatives strengthen customer loyalty.

Putting these principles into action

We’re biased — but one of the best panels of the week featured a conversation on Customer Relationship Management systems (CRM) with PayIt’s clients, Arkansas Game and Fish and Ohio Division of Wildlife. Representatives from the agencies highlighted how they are putting these principles into action and leveraging PayIt’s CRM as the tool to do so. 

From innovative campaigns to support their agency’s conservation goals to building relationships with prospective new hunters and anglers in their states, these agencies are leading the way in leveraging technology to support their conservation missions, and we couldn’t be more excited to be their partner in this mission! As a team dedicated to enhancing the outdoor experience through technology, we’ll continue to push ourselves and inspire our clients with fresh approaches to engage customers.