brand development. THCFF’s new look was featured in tandem with our new vice president, Lindsey Hollin, whose leadership role provided proof of concept that we were indeed a club for men and women. Following our annual Oktoberfisch fundraising event, the Fredericksburg Standard included coverage of the event as a front page news item, featuring a member of the Texas Women Fly Fishers and subsequently reinforcing our diversity message.
Rebranded, restructured and revived The Texas Hill Country Fly Fishers Membership Development Plan Last year, the Fredericksburg Fly Fishers determined that the time for change had arrived. In 2020, working with a declining membership, the newly-elected officers of the club embarked on a mission of rebranding and restructuring. First impressions Desiring a club name that encompassed more than just the small town of Fredericksburg, Texas, (pop 11,000), the club voted to change its name to the Texas Hill Country Fly Fishers. With that change came the need for a new logo. Developed by club member and graphic artist Milburn Taylor, the new insignia is readily-recognized and helps give our website and club apparel a unique visual identity. Software for hard jobs The real work then began with club treasurer/webmaster Tim Gikas completely rebuilding a new website
and web presence, tasks made possible with new software which handles nearly all of our administrative tasks: it collects membership dues and renewals, processes event registration, customizes membership levels, and importantly, provides database updates in real time for new membership processing and communication. Tim also began a campaign to get members to submit fishing photos for our monthly newsletters. At the beginning of the year, our email list was less than 150 people. We now have more than 1,000 subscribers and have embraced social media platforms such as Facebook and Instagram. Grassroots Marketing: During the website construction process, a grassroots marketing plan was employed to provide the club much-needed visibility within the surrounding communities. Several meetings took place between Tim Lafferty, club president, and John Schrock of Best Version Media, a publishing company specializing in
A supportive relationship In 2021, THCFF took larger strides in connecting with the community, and other nonprofit fly fishing organizations, by providing handson help and financial assistance for support groups such as Reel Recovery, Casting for Recovery and Good Fly. In 2021, using funds generated from a very successful Oktoberfisch 2020 event, THCFF donated $7,500 to nonprofit and charitable groups. We have worked together with the Good Fly organization to network with first responders in our area and participated in the Annual Stroke Awareness Fair at Sid Peterson Regional Medical Center. Fly fishing was wellreceived by those patients we engaged with, folks who didn’t imagine they could participate in outdoor activities again. The physical therapists involved also embraced fly fishing, and our club, as a support source for their patients’ ongoing recovery. Finally, THCFF has engaged young and potential new members through our Carpe Diem Tournaments, held at a local private golf club. Targeting grass carp that live in the water hazards on the course, anglers get the chance to feel a real good tug on the end of
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