The Rally is part shoot, part weekend escape. Bowtech brought me in to help drive signups with campaign copy that felt equal parts high-energy and inclusive. The audience was broad — diehard archers, casual bowhunters, families tagging along — and the messaging had to work across all of them without getting watered down.
My job:
Write clear, motivating copy for every channel: paid social, radio, out-of-home, emails, and dealer promos. Tailor the voice to five different audience types, from pros chasing challenge shots to weekenders just looking for a good time. Keep it sharp, grounded, and never overhyped.
Deliverables included:
- Full sets of headlines and copy for social posts and dark ads, broken out by audience
- Outdoor boards and :30 radio scripts
- Dealer-facing materials (posters, counter cards, fliers)
- Email marketing for both consumers and trade
- Messaging that balanced hardcore archery appeal with family-friendly weekend fun
