RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 1

Market Research Proposal for Trout Unlimited

Stephanie Marchant

West Virginia University

RUNNING HEAD: Market Research Proposal for Trout Unlimited p. 2

Trout Unlimited (TU) non-profit organization dedicated to the conservation of freshwater

streams, rivers, and associated upland habitats for trout, salmon, other aquatic species, and

people. It currently has more than 150,000 volunteers organized into about 400 chapters from

Maine to Montana to Alaska. (About TU, 2014)

Local chapter activities typically include stream restoration, education programs such as

"Take a Child Fishing," and group activities. Stream restoration includes such things as removal

of encroaching species of plant from stream banks, construction of retaining walls to prevent

river erosion due to human use, and construction of weirs or small water breaks to provide trout

habitat where none existed before.

It draws its funding from anglers and environmentalist contributions, generally sold in the

form of subscriptions. Subscriber benefits include quarterly issues of Trout Magazine, as well as

an annual calendar, name stamps, and other inexpensive items. When a new subscriber signs up,

they are assigned to a local chapter and encouraged to attend meetings. Most chapters meet at

least once a month to organize and socialize, then meet on additional dates for streamside

restoration and other work.

Yet only recently has TU started to realize the potential of reaching out to the female

audience. (Jordan & Buchta, 2014)

It is the goal of this research proposal to lay out a detailed plan of how to measure the

perception of the female audience and reinforce the urgency of ensuring TU is responding to

growing interest in the sport of fly fishing within this demographic. Through this assessment and

information gathering, it will be possible to deduce valuable audience insight into new and

current membership promotions, the success of current marketing tactics, and the true desire of

the audience’s demands. (McDaniel & Gates, 2013)

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Issues

Why did current female members join TU?

Research Problem: Determine the interest level with current female members versus

non-members.

How many female TU members are active in the organization and renew

membership?

Research Problem: Evaluate membership participation and renewals and compare

male and female memberships.

What can be done to increase female membership in TU?

Research Problem: Assess the probable market size and share of female anglers and

enthusiasts.

Objectives

Determine the demographic profile of a TU member.

Hypothesis 1: Public perception is that fly fishing is primarily male dominated.

Current TU female members are considerably less in number.

How do current female TU members view TU’s support of female anglers?

Hypothesis 2: TU as an organization that supports preserving fishing outlets but

nothing more.

Fly fishing is TU’s welcome mat. In order to appreciate the need for the protection and

restoration of cold water streams in America, it helps to first have a passion for angling.

Encouraging women to try fly fishing will increase awareness for TU’s national, regional, and

local causes while fostering good will with and changing the perception of the female audience.

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References

About TU. (2014, May 20). Retrieved from Trout Unlimited: http://new.tu.org/about-tu

Jordan, J., & Buchta, K. (2014, 27 January). Women's Fly-Fishing Round Table is Standing

Room Only. Retrieved from Orvis: http://www.orvis.com/news/women-in-fly-fishing/

McDaniel, C., & Gates, R. (2013). Marketing research essentials (8th ed). New York: Wiley &

Sons.