SUCCESS STORIES
The National Rifle Association is a non-profit organization supporting the firearm lifestyle for over 5 million members.
The NRA was confronted with a problem any large organization contends with, an organically grown disjointed and siloed offerings. The challenge was first understanding what the organization had to offer and then working with the NRA to craft a digital roadmap forward.
Digital strategist and experiences director for this 360-degree examination encompassed 50+ online properties, services, applications, channels, and as many stakeholders and ongoing marketing initiatives. The resulting comprehensive report outlined a Digital Framework Stack with implementation and roadmaps that impacted all NRA touchpoints to raise the brand standards, best practices, and user experience.
BRAND FRAMEWORK: Customer Research, Business Intelligence & Insights, Measurement, and Analytics, Engagement Strategies
CONTENT FRAMEWORK: Marketing & Digital Strategy, Data Strategy, Content Mapping, Journey Mapping, Design System Creation
PLATFORM FRAMEWORK: Technology Stack, Communication Stack, Distribution Stack
OPERATION FRAMEWORK: Design System, Workflow, Training
Crafted a brand design system and digital framework that enabled and empowered the organizations' vendors and marketing partner in creating and launching new online products.
The NRA offers a wide variety of products and services for both members and non-member. One of the biggest problem for the organization is the information was grown organically over time. Because of this, a great deal of time was spent developing personas and mapping customer journeys to shift marketing communication to a digital-first customer-centric model. The resulting finding and insights helped content creation, architecting the framework, decision funnels, and user experience.
Worked with the NRA to craft a digital-first framework that is platform agnostic while harnessing existing systems and integrating with preferred vendors. Onto this, the design system incorporates brand elements of the past with new UX and UI kits, components and standards. Coupled with a contemporary aesthetic, unique voice and tone giving design and development teams the tools needed to create digital products and services for the firearm lifestyle.
A backend administration tool was developed to help solve the needs of distribution and sharing of content within NRAs owned properties, vendors, and channels. This unique content marketing and distribution system enable the NRA to display content, inline on owned properties and distribute content via API components onto partner sites. This tool was part of the roadmap forward and helped extended and revitalize the life of existing owed properties.
Once the four stacks were aligned forming the NRA Digital framework stack, it was time to migrate owned properties and other touchpoints onto the framework. As anyone who has packed up and moved understands, it takes a lot of organization and logistics. Over 50 owned properties where subject to a content audit, evaluation, content creation, and user experience retooling before migration.
The NRA was able to align its organizational goals, and technology needs to migrate 50+ online properties, 100+ products and services onto and organization-wide design system and digital marketing framework. Allowing for Interoperability of sign up, registration and membership processes. Plus the consolidation of content creation, curation, management, and content marketing efforts.
User experience a refreshed brand that showcases the value-added benefit of membership and the vast number of services that fits into "my" firearm lifestyle be that home safety, hunter, marksman or first responder.
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