When FOXPRO became a client, the company was selling direct, active in forums, and working with a small network of partners and ambassadors. The product was strong and gaining traction, but there was no coordinated national campaign and very limited presence in print.
Through my agency, I built FOXPRO’s national advertising and product launch campaigns from the ground up. Because we were already buying media across more than thirty outdoor publications, I leveraged that buying power to secure premium placements, stronger positioning, and better rates than FOXPRO could have accessed independently.
That included high-demand cover placements – inside front, inside back, and back covers – positions with waiting lists that were typically difficult to secure. By leveraging total agency spend and long-standing publisher relationships, I was able to move FOXPRO ahead of the line and consistently secure those placements.
I led coordinated product launch campaigns that combined advertising, PR, and editorial integration, often working directly with publishers to secure added editorial and long-form product features. In addition to paid placements, I regularly secured unpaid product coverage, reviews, and feature stories – significantly expanding FOXPRO’s visibility without increasing media spend.
Because our agency owned rights to a proprietary wildlife image library that gave us access to high-quality imagery without licensing costs, we could produce stronger creative while allocating more budget into media and distribution.
We supported these campaigns with catalog systems and long-form product content used across direct sales, dealer outreach, and trade shows, ensuring consistency across every touchpoint.
The result was a sustained, high-visibility presence that helped FOXPRO rapidly take market share and become the dominant brand in predator calling.
