Case Study: National Wild Turkey Federation achieves record membership growth with Fisher Design

National Wild Turkey Federation grows membership to record levels with Fisher Design

The National Wild Turkey Federation (NWTF) faced the challenge of an audience shrinking due to declining hunter numbers and polarizing messaging. To drive engagement and record membership growth, they needed to reposition their brand to be more inclusive and culturally relevant, making conservation appealing to both hunters and non-hunters. They turned to vendor Fisher Design for a comprehensive solution involving brand strategy, positioning, and messaging.

Fisher Design implemented a new brand strategy built around the "Healthy Habitats. Healthy Harvests." messaging framework. This approach bridged the gap between conservation and hunting, allowing NWTF to engage a broader audience. The rebrand led to record membership growth and was credited by major partners like Bass Pro and Cabela's with making conservation "cool" and culturally relevant to all.

National Wild Turkey Federation