FOXPRO

My team and I came to FOXPRO from inside the sport: hardcore predator hunters, building our own calls, when we met the founders of FOXPRO. Electronic callers were new technology, and the market was dominated by imports. FOXPRO was small but gaining momentum: one brother was the hunter, the other the electrical engineer, and they made their calls back home in Pennsylvania. That was a story worth telling, and a company that could take over its market.

When the engagement began, FOXPRO 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.

The brand behind the name

My studio, Enter360, served as agency of record for six years, and I led brand strategy, national advertising, media buying, PR, copywriting, and catalog development. The campaign built FOXPRO’s first national advertising presence across the leading outdoor publications, secured premium placements and editorial coverage, and established consistent brand visibility across the predator hunting market. I recruited and managed the brand’s ambassadors, set up partnerships with TV shows and influencers, wrote editorial and product copy for the magazines’ gear issues alongside the paid placements, and went after earned media.

Launch one thing at a time

The product roadmap had more features than the market could absorb at once. I advised on rollout timing: hold features back and release them one at a time, so every time a competitor caught up there was something new. Product launch campaigns combined advertising, PR, and catalogs into coordinated pushes. Ideas from the field fed the roadmap too, including a feature that switched the caller to a distress sound at the gunshot, which FOXPRO later released under its own name.

From a cardboard box to a retail shelf

As FOXPRO gained traction and moved toward major retail, products were still shipping in plain cardboard with loose fill. It worked for fulfillment and missed every opportunity for in-store visibility. My team developed FOXPRO’s first retail packaging and display system, scalable across SKUs, and turned packaging into a primary marketing surface. That system enabled the rollout into Bass Pro Shops and Cabela’s and increased brand presence across high-traffic retail environments. I worked with a display builder on in-store displays for the callers, shipped to about 50 Bass Pro Shops and Cabela’s stores across the U.S.

Where it stands

FOXPRO brought its marketing in-house years ago and has since grown far beyond this engagement on its own. The work shown here describes that era. FOXPRO is a registered trademark of FOXPRO, Inc.; no current affiliation is implied.