How can the department do a better job of marketing these changes?
Contact every possible news media outlet in the state and offer to meet with them. Not just send a link to the website, but go meet with them. Get on the air or do interviews. Push that this is significant and explain why with some details, and not just "this'll be better and we say so."
You have folks in Montgomery and, probably, the district offices who know these people. Finding out the news sites and people to contact isn't difficult. And not just the big ones, either. Weekly papers always need items in summer. The Alabama Press Association has a big state membership list. The Associated Press is located in Montgomery (as is the APA).
This can be done in-house and without paying Luckie or some other PR firm a shitload of money the department doesn't have. It's a public relations campaign by the department. News media doesn't want to hear from PR hacks on something like this. They want to talk with folks who have the knowledge.
Go make it happen. For once, this is easier done than said.
As for hunters, have more public meetings like y'all are having now. You got 35 in one spot or 32 in another? Some folks may have been on vacation or didn't know about it. Some may have heard from Joe Bob. Have more meetings. If only six new folks show up, that's six new folks who may have learned something.
Honestly, I think you guys should have some open public "come shoot the bull" meetings more often. State agencies often are only reactive -- New regs, have a meeting! Crisis problem, have a meeting! CWD is found, have a meeting! -- instead of proactive. Could be done with fisheries, parks, marine police, game wardens and/or the brass.
Several folks have posted on this site that they heard Chuck speak on this check system, were able to ask questions and get answers, and left with a favorable impression. Shooting the $#(# with the big guy and leaving with a favorable impression ain't a bad thing.