In 2013, USA Shooting’s marketing and communications guru Kevin Neuendorf had a perfect idea for a social media campaign. And APEX was more than happy to make sure his creative vision hit the bullseye.
USA Shooting is the National Governing Body for the U.S. Olympic sport shooting team. As a lesser known sport, their successes can sometimes run beneath the radar of the typical Olympic fan, but they boast one of the all-time great Olympians. Shotgun ace Kim Rhode became the first U.S. Olympian competing in an individual sport to win six medals in six strait Olympic Games, and just the third woman in all of Olympic history to win medals in six Olympic competitions. Rhode is Olympic perfection if there ever was such a thing. So when the idea for a campaign about striving for perfection came our way, we didn’t hesitate to pull the trigger on the opportunity.
In pistol and rifle target shooting, 10.9 is a perfect shot. Dead center of the target, and a feat extremely difficult to achieve. So what better day to promote striving for perfection than October 9 (abbreviated as 10.9)!
Working in a short project time frame, we developed a logo that featured a simple target graphic, along with a strong typography treatment of the the 10.9 numerals, the existing USA Shooting logo and the tagline “Shoot for Excellence.” The logo system was created in a series of three patriotic colors, red, white and blue, which allowed for flexible application of the logo art.
The campaign featured a series of USA Shooting athletes in action at the Olympic Training Center shooting range, and a message encouraging athletes across the country to “aim for excellence in all the shots you take in life.” The campaign first hit the social media channels on October 9, 2013 and created a wave of enthusiasm for the USA Shooting Team as they aimed for success at the 2014 Summer Olympic Games in Rio de Janeiro.
So if you’re aiming for perfection with your next marketing project, give us a shot. Contact us today, consultation and estimates are always free.