The Countryside Alliance is a campaigning organisation that works on behalf of everyone who loves and supports the countryside and rural way of life.
We have worked closely with the Countryside Alliance for a number of years developing strategic and integrated campaign messages for the broad shooting community. In our first year of involvement, our deep understanding of the countryside and, more specifically, shooting - helped us determine more clearly what the Countryside Alliance actually does.
We instigated a structural overview of the organisation, conducting a communications audit, reviewing audiences and messaging. Following a review of its competitors, together with an assessment of trade and public opinion, we compiled a range of tactics that effectively ensured all target audiences received a compelling message that appealed to their particular shooting interest. The result was a large increase in membership of 14,000 in the first year of our involvement which exceeded targets considerably.