Bristlecone Shooting Range wants to increase involvement of women in their shooting community and range through digital media and marketing. Their internal analysis found they have a good understanding of competitors but need more differentiated positioning and tailored messaging. They are underdeveloped on key social media platforms and content creation. Externally, safety is important to women shooters and recommendation from other women carries weight. The document outlines strategies for each major social media platform focusing on sharing relevant and beneficial content for their target audiences without alienating existing male customers. It suggests measuring marketing return on investment and developing a clear brand identity and message that resonates specifically with women.

1. Bristlecone Shooting Range

2. Intro
- Problem Definition
- Company Internals & Externals
- Movement through Social Content
- Marketing Movements

3. Main Problem
How do we get more women involved in the shooting
community and BristleCone using digital media?

4. Internal Analysis
Competencies
● Good understanding of the direct
competition
● Diversified marketing presence
● Identification and pursuit of niche market
opportunities
o Especially the female market
Information from Bristlecone Marketing Plan

5. Internal Analysis
Issues
● Limited differentiation in positioning relative to direct
competition
● Underdeveloped messaging
○ Needs to be tailored specifically to that market
● Low company involvement in:
○ Top social media - Instagram, Youtube, Pinterest
○ Content creation
● Insufficient online engagement
Information from Bristlecone Marketing Plan

6. External Analysis
- Safety is the most important aspect of a range
- Women like to be taught by other women
- Girls Guide to Guns - Popular blog that has a section
where girls recommend friendly firing ranges (Bristlecone
not listed)
- Not listed on the Well Armed Woman list

7. Social Media Platforms

8. Strategy is the Key!
- Social media doesn’t work without a strategy
- Create and share content that is relevant and beneficial to your audience
- Cannot alienate men when targeting women
- When sharing content specific to women, make it clear that the content is
specific for women
- Example: Post content that involves gun culture with the hashtag
#WomenShootingWednesdays or #wsw considering its shorter

9. Content differs by Platform!
Instagram - Selling Experience.
Women’s shooting events,
Tuesday’s, training courses, women’s
products (cannot alienate men
completely)
Snapchat - Geotag
Pinterest - How to’s, Witty
women’s gun jokes, Recipes for
hunted meat
Youtube - instructional videos, tell
the story, events

10. Gun Range Marketing
-OraBrush example; Jacquelyn face of
BristleCone
-Date night
-Social community events
-Cooperate with other
companies

11. Questions
- Why do you have 2 different Web-pages?
- Do you use Google analytics and Google Adwords?
- Will you send us the appendices spoken about in the marketing plan?
- Who are the main female consumers you cater to? (i.e. recreational, new shooter, etc.)
- What can you say about the identity of your brand? And what does this brand mean to customers (specifically the female
market) that is different from competing shooting ranges?
- What are the specific success metrics you came up with and have in place currently? How are you measuring
marketing return on investment?
- Do you have a current social media strategy
-What is the specific message you want to communicate to just the female market?