Growing an outdoor enthusiasts membership community

Growing an outdoor enthusiasts community

The Challenge

A member-based collective, Outdoor Industry Association (OIA) is committed to protecting and growing access to the outdoors for everyone. Before the implementation of an integrated analytics system and the optimization of their Salesforce Marketing Cloud Account Engagement (formerly known as Pardot), OIA faced significant challenges in boosting engagement and retention within their membership community.

Google Analytics
Data & Analytics
Marketing Technology
User Experience & Design
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Cultivating digital growth through analytics-driven solutions

We began by understanding OIA’s goals through discovery sessions, audience analysis, and a comprehensive technical audit. Aligning OIA’s digital KPIs with their organizational objectives, we crafted a custom solution leveraging Marketing Cloud Account Engagement and an advanced analytics dashboard.

Mapping the terrain

To cater to the diverse needs of OIA’s members, we developed three distinct market personas, providing valuable insights into member goals, challenges, and needs. This foundational work enabled us to tailor our approach effectively.

Navigating the digital wilderness with Google Analytics

Using insights from our technical audit, we integrated Google Analytics 4 with custom tracking to monitor user interactions and engagement patterns on OIA’s website. This integration facilitated the creation of a customized Business Intelligence (BI) dashboard, centered around OIA’s key performance indicators (KPIs). The dashboard visualizes user behavior and events, providing ongoing opportunities to deeply understand the user experience of both existing and prospective members.


“Working with Firefly on our membership portal and analytics dashboard has been a gamechanger for OIA. Their work has provided us with actionable insights into our members’ needs and behaviors, allowing us to craft more targeted outreach strategies. Firefly has made it possible for OIA to deliver targeted, timely, and meaningful engagement opportunities for our membership, strengthening our overall value to the outdoor industry.”

Andriana Rogers
Director of Marketing Communications

Taking the user experience further

By configuring GA4 events, we leveraged insights gathered across the user journey to inform platform adjustments and improvements, including:

  • CTAs for conversions: Streamlining call-to-action buttons to increase conversion rates.
  • Mobile responsiveness and optimization: Ensuring a seamless experience across devices.
  • Homepage and headers: Redesigning for better engagement and navigation.
  • Site navigation and search: Enhancing usability for easy access to information.

Handing over the reins

We didn’t stop at implementation. By providing comprehensive documentation, the OIA team can manage their membership portal and analytics dashboard independently with minimal technical support.

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Here’s how Outdoor Industry Association is serving the community, online and off.


Increase in average engagement time on the OIA site, reflecting enhanced UX and user interest


Increase in user conversion rate for member leads, showing heightened interest as a result of more effective calls-to-action and engagement strategies


Outdoor recreation participants in the U.S. ages six and older, according to OIA’s 2023 Outdoor Participating Trends Report

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