Fix: In April 2011, we were given the opportunity to help name, brand, and market what would become the country’s largest indoor shooting range. Now open, Colonial Shooting Academy is comprised of over 60,000 square feet of indoor shooting, retail, and educational space and will offer the Richmond community a new place to safely handle and learn proper use of firearms.
Charge: The project’s investors came to us with the original idea and a few initial facility renderings. Charged with naming, branding, and promoting the new facility, we started from scratch. And, knowing that most passionate shooters would need little encouragement to try out a new place to shoot, our challenge lay in positioning CSA as a quality shooting facility that was also the industry expert in firearms use, gun safety and education, and self protection.
Conquer: The name Colonial Shooting Academy was selected, tying the new business to its Richmond, Virginia roots and their pervading focus on educating its members on firearm operation and safety. From there, we created a brand logo and identity system that became the foundation for all future marketing and creative messaging.
Results to-date (as of July 2012):
• ColonialShooting.com currently averages just under 13,900 visits and 9,600 unique visitors per week
• CSA’s opt-in eNewsletter list has grown to just over 4,200 opt-in active subscribers
• Facebook fans now number 2,767 (and counting), with an average reach of 20,000 people per post
• To date, Colonial Shooting Academy has sold over 1700 memberships