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more resources to do much-needed habitat work,” says Eichinger. Woodcock, unlike ruffed grouse, are migratory birds, so hunting seasons vary across the states depending on the bird’s travel path. Though RGS’s work and mission have always supported woodcock, the creation of a speci c society focused on this bird is a welcome addition for those who live in areas where only woodcock reside.
More boots on the ground and the launch
of the American Woodcock Society means more habitat work and more visibility to the public, including the often misunderstood forest management practices. And that’s good news for ruffed grouse and woodcock – and many other forms of wildlife.
COMMON GROUND
“The common element that combines the membership and marketing departments, and a third-party supplier, is the messaging,” says Eichinger. “It all goes back to the tagline
– healthy forests, abundant wildlife, sporting traditions.” Essential to developing this key message, which is fundamental in RGS’s refreshed renewal efforts and new member campaigns, was working together with Village Press. Eichinger explains, “Having team members who understood what we do was crucial for us in working with Village Press. We would not have been nearly as successful as we were with someone who was comfortable with our work and our mission, who could provide such valuable insight.”
The effort has paid off, resonating with current members and new members alike. “Overall, working with Village Press has helped us a lot,” says Soberg. We’re seeing upticks in numbers and getting positive feedback from members on our message and communications – and a lot of it is from the work we did with VP.” 
Support the Ruffed Grouse Society mission at www.ruffedgrousesociety.org.
26 Traverse City Marketing Times • Fall 2014
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