Target Shooting in Arizona:

Evaluation of an Advertising Campaign to Encourage First Shots Participation

For

the National Shooting Sports Foundation and the Arizona Game and Fish Department
By

Southwick Associates
May 2011

PO Box 6435 Fernandina Beach, FL 32035 Tel (904) 277-9765 www.southwickassociates.com

This project is supported by the National Shooting Sports Foundation, Inc.

INTRODUCTION In 2010, the Arizona Game and Fish Department (AZGFD) partnered with the National Shooting Sports Foundation to increase First Shots participation among public and private ranges. The program included regional advertising online and in newspapers that promoted NSSF-sponsored First Shots events. These events introduce newcomers to target shooting and retain them as participants of the sport. Considering the ranges available in Arizona, First Shots programs have the potential to reach large numbers of participants. The NSSF sought to help the AZGFD maximize public participation. An overview of the advertising media and dates are in the appendix, along with a sample of the advertising copy and imagery used in the campaign. The program was conducted throughout the month of March and consisted of 26 events, hosting approximately 650 people.

RESULTS Surveys were distributed at several First Shots events, with the following results: 51% of participants were first-time shooters, 86% said I am more likely to continue shooting, The primary motivation to continue shooting was access to nearby shooting facility (60%), 96% of participants were extremely satisfied or satisfied with the event.

MID-LATE 2011 PROGRAM PLAN The Model of Successs First Shots efforts are just beginning. The NSSF and AZFGD expect to continue their partnership in 2011. Plans for the remainder of the year include: 72 events hosting approximately 1,800 people, Expanded partnership with retailers for: o First Shots & First Shots summer camp o Second Shots o Hunter Education, Expanded Parks and Recreation partnership - currently 12 statewide Expanded NGO partnerships (SCTP and sportsmens groups) Through these and additional efforts, the AZFG and NSSF will continue to attract newcomers to target shooting and instill in them an appreciation for the sport, bringing them back to the ranges for years to come.

Appendix A: Media Advertising Campaign Flowchart

2011 March 28 7 14 21 #of units

Medium NEWSPAPER Phoenix FoothillsFocus Wednesday3col.(6")x10"4C GlendaleStar Thursday3col.(5.083")x10"4C ONLINE AZCentral.com Sports 300x250 728x90 160x600 Homepage 300x250 ROS 300x250,728x90,160x600 Facebook.com TextAd

NetRate

4/C

UnitSize

$699 $8.50

Included 30columninches $275 30columninches

1 1

1 1

2xInsertions 2xInsertions

$8.00 $8.00 $8.00 $8.00 AV $2.00

150M 150M 75M 375M 150M 720

150MImpressions 150MImpressions 75MImpressions 375MImpressions 150MImpressions 720Clicks

Appendix B: Sample of Print Advertising