Archery Enthusiast Hub

Context

The Archery Trade Association needed a consumer-facing platform to grow participation in archery and bowhunting. The challenge: create a destination that would attract newcomers while providing genuine value to enthusiasts—and ultimately drive them to local archery shops.

Approach

Information architecture from scratch
Conceived and architected Archery360.com with custom WordPress, integrating SEO, UX, and content strategies. Designed intuitive navigation that balanced education, entertainment, and local discovery.

Content that connects
Blended pop culture-inspired content with educational resources to appeal to a broad audience. The goal: make archery accessible and interesting, not intimidating.

Shop finder tool
Built a local shop finder that connected online engagement to real-world participation. Users could discover archery shops and events in their area, closing the loop between digital content and physical community.

Association ecosystem redesign
Redesigned ArcheryTrade.org’s architecture and ecosystem, improving UX, metadata, and accessibility for member program adoption.

Outcomes

• 30% engagement boost through integrated SEO/UX/content strategies
• Shop finder tool connected online users to local archery communities
• Successfully bridged education and entertainment to drive participation
• Co-led campaigns like Release Your Wild that amplified reach
• Built a platform that served both consumer engagement and ATA’s mission to grow the sport