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A Marketing Assets Inventory for the North American Waterfowl Management Plan

Document Date
Document Type
Action Plan
Marketing Assets Inventory Report Cover

Since its inception in 1986, the North American Waterfowl Management Plan (NAWMP) has grown into one of the world’s most successful conservation initiatives by:
● developing what is today a series of independent, locally-directed, public/private migratory bird conservation partnerships spanning the continent;
● recognizing the inextricable link between healthy economies, healthy wildlife, and wetland resources;
● adopting a relentless quest to improve the science and drive innovation in voluntary, incentive-based conservation actions; and
● embracing collaboration.

Yet, there are serious concerns about the status of wetland habitats, waterfowl, and other wildlife that depend on them for survival. In 2020, the NAWMP Plan Committee endorsed a NAWMP Communication Strategy that identified four key issues:
1. decreased financial support for Joint Ventures and NAWMP infrastructure;
2. concerns expressed in relevant reports regarding insufficient communications about NAWMP;
3. political challenges resulting from lack of understanding about NAWMP that exists at all levels—from government leaders to duck hunters; and
4. the looming declines in waterfowl populations.

On January 25, 2022, DJ Case & Associates (DJ Case) was contracted by the Association of Fish and Wildlife Agencies (AFWA) to conduct a Marketing Assets Identification project to be used as a foundation for building out and implementing the Communication Strategy. The project will result in two key deliverables from DJ Case:
● A comprehensive electronic inventory of existing marketing assets for the North American Waterfowl Management Plan (NAWMP) such as print materials, social media content, website content, research, data, schematics, flow charts, notes, text, graphics, video, editorial content, and the like used in connection with past or proposed marketing and communication
● Product requirement definitions, prototype specifications (brand guide), and recommendations for development of new marketing assets.

This document represents the final project deliverables from DJ Case.

2021 NAWMP Communications Strategy

Document Date
Document Type
Action Plan
2021 Comms Strategy Cover

Waterfowl habitats like wetlands and grasslands are among North America’s
most important ecosystems. They are key to clean water, clean air and abundant
 healthy wildlife.

For 32 years, the North American Waterfowl Management Plan (NAWMP) has been the most powerful and effective mechanism to safeguard these habitats. As environmental issues of the 21st century challenge conservation efforts in new ways, continuing to deepen the legacy and impact of the NAWMP is critical.

Developing a communication strategy that celebrates the accomplishments, emphasizes the need and showcases the wide-ranging benefits of NAWMP is an important step in securing its future—and the future of millions of migratory birds that depend on it.   



While NAWMP is a highly successful international conservation program, there is a perception that it has “lost its luster” over the decades. A recent report from the Max McGraw Wildlife Foundation also highlighted a lack of understanding of NAWMP investments and their impacts on waterfowl habitats. 

The NAWMP Communications Committee was established to develop and guide the implementation of a broad communications strategy that will promote the continued—and enhanced—support of NAWMP. This plan is designed to identify key audiences and messages to help ensure that NAWMP remains relevant in the future. Its tactics will showcase the importance of conserving waterfowl and wetland ecosystems and the benefits hunters, bird watchers, all wildlife enthusiasts and the public derive from these conservation activities.

Key challenges/threats to the continued success of NAWMP include:

  • Decreased financial support for Joint Ventures and NAWMP infrastructure
    • Decreased relevancy of migratory bird programs.
    • Viewed as “well established” (victim of our own success).
    • Political churn of individuals in higher levels of governments (impedes the ability to build strong relationships with “champions” who can advocate on behalf of NAWMP).
    • Lack of understanding of NAWMP and related enterprises by both U.S. and Canadian federal administrations.
  • Concerns pointed out in McGraw Foundation report
    • Lack of awareness of NAWMP
    • Need for better information sharing amongst partners and key audiences about NAWMP and why it is important.
  • Political challenges resulting from lack of understanding about NAWMP that exists at all levels—from government leaders to duck hunters.  
    • NAWMP is seen as diametrically opposed to the objectives of the agricultural industry, in some jurisdictions.
    • The environment is increasingly seen as a partisan issue in an increasingly divisive political system.
  • The looming waterfowl crisis
    • While ducks and wetlands are not currently in a state of crisis as compared to other species and issues, we continue to lose wetlands and the benefits associated with them.

Climate variation and its potential impact for shorter/warmer winters could reduce runoff to wetlands (despite increased precipitation) and cause droughts to be longer or more frequent. Because of this, it is more important than ever to continue the success of NAWMP and protect our wetlands.

Download the PDF for the full Plan below.


2012 NAWMP Action Plan

Document Date
Document Type
Action Plan
Nawmp Action Plan Cover

The NAWMP Action Plan is a companion document to the 2012 NAWMP. It provides initial guidance and strategic ideas for implementing the 2012 NAWMP. As its title implies, the Action Plan is a call to action. In addition to identifying key actions for each of the seven recommendations in the 2012 NAWMP, it contains technical details and ideas to advance creation of an integrated waterfowl management enterprise.