Definitions & Acronyms

R3 Definition

While there is no formal definition of recruitment, retention and reactivation, each can be described, in relation to their role in the ORAM, as follows:

Recruitment

The focus of recruitment efforts is engaging new participants in an outdoor activity, and spans the awareness, interest and trial stages. Recruitment efforts include those designed to enhance exposures and reduce barriers to initial participation and trial.

Retention

Retention efforts focus on those individuals who have experienced a trial, made the decision to continue pursuing the activity, and/or may have been participating in the activity for some time. Thus, they have been “recruited.” These individuals have likely begun or completed forming
a self-identity that embraces the activity and may or may not face multiple challenges to continued participation.

Reactivation

Reactivation describes the process in which an individual lapses in their participation for a period of time due to a variety of reasons. Reactivation efforts focus on providing a targeted suite of support and resources designed to help reactivate and retain an individual in an outdoor activity.

Program

The coordinating entity of funding, infrastructure, staffing and implementation steps. Note: events and classes are implementations of programs.

Event

Fishing opportunity lasting one day or less. This may be one of two types: 1) an event that is largely a threshold experience with little or no skills training or education (e.g., fishing derby), or 2) an event that includes minimal education or skills training component.

Class

Skills or knowledge training that may or may not include a fishing or hunting opportunity.

Marketing Effort

One singular action; may or may not be part of a marketing campaign.

Campaign

Combined communications efforts that may include some or all: marketing (advertising, email, direct mail, web), social media, education/outreach, media (newspaper, magazine, TV, radio, online).