NSSF Case Study
Rebranding Organizations; Awareness & Membership Drive
The National Shooting Sports Foundation or NSSF is the trade association for the firearms industry. Formed in 1961, NSSF is a non-profit organization that focuses its efforts on the business side of the firearms industry. It now boasts over 11,000 members that are mainly firearms and gun accessory manufacturers, distributors, dealers and retailers along with a diverse group of outdoor-oriented business owners.
The organization has always been overshadowed by the more well-known and better funded National Rifle Association (NRA), which concentrates its efforts on individual gun rights and gun laws. NSSF has been plagued as most non-profits as having serious awareness problems. This is due to lack of funding and lack of expertise in the communications and marketing functions. The result of this lack of awareness hurt membership recruitment, renewal and fulfillment of the organization’s mission of being the voice of the industry.
After a management shakeup, we created a freedom within a framework to rebrand the organization, increase awareness and strengthen the overall membership recruitment efforts. This was done through design, consistency in look and messaging and highly cost efficient communications.
Objective: Awareness & Gain in Membership
Target: Prospective and current hunters and shooters; NSSF members and prospective members
Summary: NSSF is the trade association for the firearms and ammunition industry. The mission is to promote, protect and preserve hunting and the shooting sports. Campaigns include recruiting members, gaining more participation from hunters and shooters, educating hunters and shooters on controversial topics and lobbying legislators and staff for favorable legislation.
Media: National Magazine, National Newspaper, Regional Newspaper, Regional Magazines,
Results: Various – Increased awareness to an all-time high; participation in hunting up 11 percent and membership rose over 28% in 18 months.