We Are Armed

Growth and Marketing Proposal

Overview

Brand Strengths:

  • Authentic Mission: We Are Armed stands apart by combining American-made merchandise with trusted Second Amendment education, appealing to a values-driven audience.
  • High-Quality Assets: Professional-grade B-roll and a high end brand video provide a strong foundation for visual storytelling and ad creative.
  • Made in the USA: Every product being domestically manufactured strengthens brand credibility and patriotism.
  • Strong Niche Alignment: The combination of e-commerce and state-by-state firearm law information uniquely positions the site as both a community hub and a retail brand.
  • Engaged Leadership: Jamie and Scott bring passion, network connections, and authenticity to the brand.

Areas for Improvement:

  • Limited Marketing Infrastructure: Minimal experience with paid ads, email automation, and analytics tracking.
  • Low Recurring Revenue: Currently reliant on single-purchase merchandise sales.
  • Underdeveloped Funnel: No established email capture or remarketing structure to convert visitors into repeat buyers.

Subscription Model Concept

"We Are Armed Insider Club"

Monthly or annual membership ($5–$10/mo) for:

  • Early access to drops
  • Discounts on gear
  • Exclusive law briefings and commentary
  • Member-only giveaways
  • Community forum access

Create predictable recurring revenue while deepening loyalty and advocacy.

Marketing and Growth Channels

Below are recommended marketing channels with investment ranges for both startup-level and growth-level budgets.

1. Email Marketing & Automation

Purpose: Build community, drive repeat purchases, and promote educational and exclusive content. Tactics:

  • Welcome flow, abandoned cart, and post-purchase automations.
  • Monthly newsletters featuring new products and Second Amendment insights.
  • Segmentation by state (for firearm law relevance) and purchase behavior.

Suggested Monthly Spend:

Software price only. Free to start, Grows as contacts grow. Management included in monthly fee below

2. Meta Ads (Facebook/Instagram)

Purpose: Drive awareness, traffic, and conversions via social storytelling. Tactics:

  • Target lookalikes based on purchasers and website visitors.
  • Ad creative leveraging professional video and lifestyle imagery.
  • Test ad types: carousel, video, and user-generated style.

Suggested Monthly Spend:

  • Low: $1,000–$2,500
  • High: $5,000–$10,000

3. Google Ads (Search & Shopping)

Purpose: Capture high-intent customers searching for We Are Armed or related terms. Tactics:

  • Branded search campaigns.
  • Product listing ads (Shopping feed).
  • Dynamic remarketing for abandoned sessions.

Suggested Monthly Spend:

  • Low: $500–$1,000
  • High: $3,000–$5,000

4. Influencer Partnerships

Purpose: Leverage real voices to amplify brand authenticity. Tactics:

  • Micro-influencers in the firearms, outdoor, and veteran communities.
  • Celebrity capsule collections (e.g., Mike Fisher line).
  • Revenue-share collaborations with trusted figures.

Suggested Monthly Spend:

  • Low: $500 (product exchange partnerships)
  • High: $5,000+ (paid campaigns and collaborations)

5. Vibe.co Connected TV Ads

Purpose: Extend brand awareness via streaming TV ad placements. Tactics:

  • Leverage existing video assets to create 15- and 30-second ad variations.
  • Geo-target conservative, outdoor, and veteran audiences.

Suggested Monthly Spend:

  • Low: $1,500–$2,000
  • High: $5,000–$8,000

6. Additional Recommended Channels

Affiliate Program:

Build a referral network through outdoor influencers and firearm instructors.

YouTube & Podcast Placements:

Sponsor content where 2A discussions and culture thrive.

Organic SEO & Content:

Publish firearm law updates, safety guides, and product stories for authority building.

Proposed Partnership Structure

Justin Illig Creative | Marketing Management Retainer

Scope: Ongoing strategy, execution, and management across selected channels. Includes:

  • Ad campaign creation & management (Meta/Google/Vibe)
  • Email marketing setup & management
  • Influencer outreach coordination
  • Monthly analytics report and optimization meeting
$2K-3K

Startup Level

per month (limited to 1–2 channels)

$3.5K-6K

Growth Level

per month (includes full management of 3–5 channels)

Made with