As the national guardian of New Zealand’s freshwater sports fish, game birds, and their habitats, Fish & Game (F&G) plays a critical role in conservation and recreation. But like many membership-based organisations, it was grappling with outdated systems, rising operational costs, and changing expectations from an increasingly digital user base.
To secure long-term sustainability and improve service delivery, F&G engaged us to design a five-year strategic transformation plan - one that would modernise operations, enhance user engagement, and future-proof their licensing and funding models.
The Challenge: Outdated Tools, Rising Costs, and Untapped Potential
Despite a strong purpose and loyal membership, F&G was facing:
- High operational costs, especially from producing and distributing physical licences
- Fragmented data that limited insight into user behaviours and needs
- Limited functionality in both digital and physical licensing platforms
- Manual, resource-intensive processes prone to inefficiencies
- A disconnect between the licensing system and F&G’s engagement ambitions
It was clear that while passion for conservation remained strong, the systems supporting it needed a modern overhaul.
The Response: A Future-Focused, Evidence-Based Strategy
Through extensive discovery, internal analysis, and stakeholder engagement, we developed a comprehensive five-year roadmap focused on four strategic pillars:
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Digital Transformation
A digital-first approach, including a new mobile app and digital licensing platform, would improve user experience, reduce reliance on costly physical processes, and streamline administration. -
User Engagement & Experience
Innovative features like “Brag Your Bag” (species logging), live polling, and gamified leaderboards were designed to make the experience more interactive - especially for younger licensees. -
Data-Driven Decision Making
A new CRM system was proposed to consolidate user data, enable targeted communications, and provide real-time insights for better strategic planning and engagement. -
Financial Optimisation
Cost-reduction strategies - such as a “user pays” model for physical licences - would reduce overhead and incentivise digital adoption. A revenue redistribution system was also recommended for regional equity and financial clarity.
The Strategy: A Blueprint for Smarter Operations
The resulting transformation plan included:
- Mobile App & Digital Licensing: Reducing costs and simplifying the licensing experience
- CRM Integration: Enabling personalised engagement, segmentation, and insights
- Licensing System Overhaul: Streamlining administration through automation and self-service
- Gamified Engagement Tools: Making conservation more interactive and community-focused
- Financial Realignment: Ensuring better cost recovery and more transparent revenue distribution
From Vision to Implementation: Laying the Groundwork
Following approval of the strategy, we were re-engaged to support vendor selection for F&G’s future licensing and membership management system. The existing bespoke solution, while functional, lacked the scalability and integration required to support the transformation.
Using a best-of-breed approach, we:
- Conducted a comprehensive discovery to identify technical requirements and future capabilities
- Assessed vendors for functionality, CRM compatibility, user experience, and operational fit
- Ran a structured, closed tender process, prioritising local providers to ensure strong support and strategic alignment
This process delivered a clear and informed pathway for selecting a modern, scalable system - ensuring that F&G is equipped to bring its digital strategy to life.
The Results: A Roadmap for Sustainable Impact
While implementation remained outside the scope, the business case was compelling:
- Projected savings of $357,000+ annually by Year 3 through reduced manual processing
- Improved user visibility and engagement via digital channels and CRM capability
- Streamlined vendor onboarding and implementation, aligned with future system needs
- Greater operational efficiency, with fewer administrative burdens and stronger data insights
- A future-ready platform, designed to support F&G’s long-term conservation mission
The Takeaway
This engagement empowered Fish & Game with more than just a strategy - it delivered a tangible, actionable roadmap for transformation. From vision to vendor selection, F&G is now well-positioned to modernise service delivery, engage its community, and operate with greater agility, sustainability, and digital confidence.
Looking to translate big ideas into smart, scalable action? We’d love to help.