Guntry

Building Awareness, Lead Generation and Planning Grand Opening

As a new business, GUNTRY needed to build buzz and get potential clients excited about the range, interested in purchasing memberships and gift cards and in using the facility once it opened.

The Client

GUNTRY, Maryland’s only premier full-service 64,000-square-foot indoor firearm range and education and training center, was poised to open for business.

The Problem

As a new business, GUNTRY needed to build buzz and get potential clients excited about the range, interested in purchasing memberships and gift cards and in using the facility once it opened.

Our Solution

Clapp 360 Communications worked with GUNTRY’s founders, both law enforcement professionals, to develop messaging that highlighted the uniqueness of the operation while appealing to diverse potential client bases, from casual firearm enthusiasts to members of law enforcement to high-end clientele looking for sophisticated facilities and amenities. In a climate in which firearm use is a controversial topic, Clapp 360 Communications needed to carefully position the business as a source of safe and effective firearm education and use, emphasizing the founders’ law enforcement background and the facility’s potential benefit for law enforcement training.

Our Results

A campaign of radio ads, social media, collateral pieces, event planning and media relations resulted in dozens of individual and corporate memberships sold before the facility opened. Clapp 360 Communications lent GUNTRY its strategic marketing expertise to help the founders develop products and position them to target each client base. A sneak peek event was packed with nearly 1,000 curious potential clients, and GUNTRY’s social media channels buzzed with anticipation before its opening

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