Calibers Shooters Sports Center Print CALIBERS TARGET - VACUUM by Mckee Wallwork Cleveland

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Industry Sports and Health Clubs, Gyms
Media Print, Magazine & Newspaper
Market United States
Agency Mckee Wallwork Cleveland
Executive Creative Director Bart Cleveland
Creative Director Daniel Andreani
Released December 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Product/Service: TARGET RANGE
Executive Creative Director: Bart Cleveland (McKee Wallwork Cleveland)
Creative Director: Daniel Andreani (McKee Wallwork Cleveland)
ACD/Designer: Bruce F Johnno (McKee Wallwork Cleveland)
Senior Copywriter: Will Conner (McKee Wallwork Cleveland)
Media placement: Collateral Piece - Point Of Sale - 12/29/11

Describe the objective of the promotion.
Calibers is a indoor range for target shooting hobbyists that offers many specials and promotion days for specific customers. For example they have a monthly 'Ladies Night'. Our objective was to create word-of-mouth from existing customers to their fellow target-shooters.

Describe how the promotion developed from concept to implementation.
With an extremely limited budget to create more word-of-mouth we thought, why not customise the target-shooting experience for the customer? Implementation was inexpensive because of the low-cost production of targets.

Explain why the method of promotion was most relevant to the product or service.
When people buy access to the shooting range they are given a choice of targets. In this case very specific ones that give the shooter an incentive to hit the bullseye even more. For example on tax day, April 15th, they shoot a tax return form. Women shoot gifts an un-thoughtful man may give like a home appliance. Marksmen shoot at an incredibly reduced target.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The report is that not only did customers enjoy the posters for shooting, they requested them for framing.