Brand Manager

Parker Bows went through a transition from 2017 to 2018 that required me to take a step back and look at ways to elevate the Parker Bows brand in the archery industry. Below is a sample of the rebranding that took place.

Parker Bows Logo

The rebranding process started with a critical look at the Parker logo. There was a lack of consistency with the Parker branding before 2017. My goal was to create a logo that would speak to Parker's rich legacy in the archery industry as well as position Parker for the future. Working with an outside graphic designer, we were able to create a logo that met our requirements.

Responsive Website

Part of the rebranding campaign involved building a new website. I went through a bidding process with four web design companies to build out the new Parker website. After selecting the company, I worked closely with them through the pre-production, production and rollout phase.

My requirements for Parker's website:

Fully responsive
E-comm integration
Easy to manage
Build it out to be expandable for future enhancements
Provide an easy way to locate dealer based on customers location

All of this was achieved and more with the final product.

Product Labeling

To enhance the overall look of the bows and crossbows, I updated the styling of the limb and dome labels to match the rebranding.

Hangtags

Before 2017, Parker crossbows and compound bows would have multiple hangtags hanging on the product when displayed at the retail store. To simplify the message and provide the information needed to the consumer, I designed one hangtag for both crossbow and compound bow. To present specifications for each Parker model, I left a blank section on the back of the hangtag for custom printing.

Apparel

Before 2017, Parker didn't have an apparel line to help market the brand through the consumers that used Parker products. I set out to find a vendor that could create, print, and ship the apparel. My research led me to PowerTex, a company that specialized in apparel creation and fulfillment. We licensed our logo to them, and they produced the apparel per our direction. The result was a robust direct to consumer apparel E-comm store.

Email Marketing

Through the rebranding phase, I made the decision to move Email Marketing Services from Campaigner to Constant Contact (CC). Our delivery rates for Campaigner were dropping dramatically from month to month, and I liked the automation features with CC. After the switch, our delivery rate went up, as well as the open and click-through rate.

Videos

To round out the entire rebranding campaign, we signed on to take part in a Built in America TV episode on the Fox Business Network. The whole production was shot over five days in three different States. I was an Executive in Charge of Production and wrote the shot list/script for the TV episode. The additional footage was used to create six short videos that were distributed through Parker's Youtube Channel and website. The segment shown was one of six created to show the jobs that were created through Parker Bows.