The Big Tent
Like many business associations, the Outdoor Industry Association realized they had an opportunity to be more relevant for their members. Together, we asked, “Why would anyone visit the OIA website?” Our new approach represented a significant shift, providing essential industry stories and trends, while including member benefits. A bonus is an in-depth segmentation study called ConsumerVue that helps members better understand and identify their customers. Traffic is up 35% from the previous site over a 12-month period.