Case History -
The National Rifle Association

Situation
The presidential election of 2000 was unprecedented in the history of America. Because of the closeness of the presidential race, combined with slim majorities in both the U.S. House and Senate, the National Rifle Association called upon Mercury Group to help implement the NRA's most comprehensive election campaign ever. As the election day drew closer, it became apparent that the outcome of the presidential race, as well as control of Congress, would be determined by several key states and congressional districts.

Solution
Mercury Group worked with NRA officials in identifying pivotal states to target for the campaign effort. Based on sound research, Mercury Group crafted the overall theme of the campaign — "Vote Freedom First." This basic message was designed to urge voters to support NRA-backed candidates as pro-freedom candidates. Mercury Group designed and implemented an aggressive, efficient campaign including radio and television advertising; outdoor advertising; bumper strips and other collateral materials; direct mail; and earned media appearances. During the final weeks of the campaign, Mercury Group coordinated a three-week campaign tour on behalf of NRA officials, with "Vote Freedom First" rallies held in dozens of cities in key states until Election Day.

Results
When the dust settled from the 2000 elections, a pro-NRA President was in the White House. And with a success rate of 85 percent in state and local elections, a pro-NRA majority had been seated in both the U.S. Senate and House of Representatives.

Recognizing the success of NRA's effective campaign, Los Angeles Times correspondent Ronald Brownstein commented that, "It appears that gun ownership was a greater barometer of this election than stock ownership."

Indeed, Mercury Group's assistance in helping NRA target pivotal states was nationally recognized as a key factor in the presidential race. "Guns played a key role in Gore's loss of Arkansas, Tennessee and West Virginia, any one of which could have delivered him the Presidency." (USA Today)

The unprecedented success of the "Vote Freedom First" campaign drew praise from former President Bill Clinton, who said NRA had a "decisive influence" in the elections.

And in a survey of Members of Congress, key congressional staffers and political professionals, taken after the 2000 elections, FORTUNE Magazine ranked the National Rifle Association as the top lobby organization in the country.