Apple ArcheryApple Archery Products is the sports bowhunting market’s trusted source for superior archery tools and accessories. Since 1992, the company has supplied dealers and enthusiasts with high-quality bow presses and repair and accessory products. Acquired in 2006, it is now a subsidiary of the Flinchbaugh-Kurtz Company machining business.
When the new owners — already That’s Nice clients — inherited Apple Archery, it was the leader in a niche market but had a dated brand and unappealing marketing materials. Its reputation directly correlated to this. With the owners, we established a 12-month plan to rollout an entirely new brand identity and marketing.
“That’s Nice is far more than just a supplier for branding and marketing. They have actively helped us with our philosophy and share credit for our sales increasing.”
OWNER & EXECUTIVE VP, APPLE ARCHERY LLC
Researched through the 2007 Archery Trade Association (ATA) Show and general marketplace, a completely new brand was conceptualized for Apple Archery, positioning it appropriately for the bowhunting market and audience. This included a badge-style sports logo that would lend itself to merchandise, and a color palette merging outdoor natural hues with the vibrant yellow familiar from Apple’s product line.
The most significant tactical aspect of the first year rollout was complete development of a new eCommerce website that made Apple’s product line available online. An all new catalog shared dramatic new product and accent photography with the site, and other tactics included advertising, a trade show booth, packaging and direct mail.
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