Success Story:
Launching the NRA Women brand with a multimedia campaign drawing record-breaking booth and special event attendance
 

Seeking to create a brand to attract and welcome pro-Second Amendment women into the NRA community, the NRA Women brand launched during the 148th Annual Meeting in Indianapolis. The goals of the campaign were to:

 

• Raise visibility for the NRA Women community and, specifically, programs of interest to women and families.
   

• Encourage new membership registrations and membership upgrades.
   

• Show the “female face” of the NRA and celebrate the contributions of NRA women.
   

• Provide a dedicated place on the show floor for women to gather, connect, network and learn.
   

• Add an exciting, attention-getting element to the NRA convention programming.

Media Cars 500™ was hired to help develop and implement the campaign. This included:

 

• Designing, developing content for and staffing the first-ever NRA Women booth in the convention hall. The booth provided a designated space for women to meet during the convention, learn about programs and services of the NRA especially for women and families, and a central place for women to upgrade their NRA memberships.
   

• Planning and promoting a women's pop-up Mix & Mingle event in the booth featuring female influencers, organizational leaders, Olympic athletes and media personalities. 
   

• Designing an NRA Women branded Media Cars 500™ campaign car that circulated among key locations throughout downtown Indianapolis and parked in strategic high-visibility areas to catch convention-goers’ attention and raise awareness for the NRA Women initiative.
   

• Coordinating a Media Cars 500™ Street Team who engaged visitors, encouraged them to visit the NRA Women booth in the convention hall, took photos of them with the car, distributed promotional items (stickers and brochures) and created a big buzz. 
   

• Designing and distributing promotional materials.
   

• Creating targeted social media. Throughout annual meeting weekend, we pushed out photos and content live from the convention, and following the NRA Women branded car on its journey, to the NRA Women social media platform (Facebook, Instagram, Twitter, etc.). We ran a campaign inviting women to post a photo of the NRA Women car and tag #NRAWOMEN to win a branded polo shirt.

Throughout the campaign, we:

 

• Engaged with at least 100 local women/residents who self-identified as pro-2A, encouraging them to attend the convention, consider joining the NRA and connect with NRA Women on social media.
   

• Staged at 11 NRA donor events and official Annual Meeting events, as well as during convention hall hours and with visibility at the major downtown hotels. 
   

• Engaged with and photographed nearly 4,000 convention attendees with the NRA Women car as it was parked out in front of the main convention center entrance.
   

• Collected 450 personal contacts from female booth visitors (name, contact information) to keep in touch with them throughout the year and to add to our contact file.
   

• Coordinated and promoted the Mix & Mingle event, which drew upwards of 1,000 people. The booth was so jammed, security had to turn people away.
   

• Promoted Sunday morning’s New Energy Breakfast, resulting in record ticket sales of approximately 165 attendees compared to 80 last year.
   

• The NRA Women social media platform achieved a noticeable spike in impressions during the NRA Women annual meeting campaign—nearly 3x the impressions as usual. 
   

After the NRA Annual Meeting concluded, members of the street team voluntarily drove the NRA Women car to Washington, D.C., stopping to engage with the public along the way. In Washington, photos of the car were taken at national monuments including the White House, U.S. Capitol, Lincoln and Washington monuments, Arlington National Cemetery, Air Force Memorial, etc. The car also was driven to NRA headquarters for staff to view and photograph it.