What began as a camp has evolved into an action-sports training and mentorship organization, and Woodward is launching a campaign to help modernize its image.
With camps and facilities in locations around the U.S. and the Caribbean, Woodward has been providing growth opportunities for youth and professional athletes for more than 40 years.
The campaign, from Gorilla in Denver, intends to clarify and animate its driving mission, that of building a positive movement in youth culture, giving kids greater self-confidence as they advance in athletics, build personal character and become part of a community.
The new campaign includes an updated tagline, logo, and creative for advertising, as well as new digital properties.
At the center of the approach is the tagline “Built by Woodward,” which references the creativity, courage, and empowerment the company instills among its participants along with the development of their dreams, goals and character.
Woodward’s campaign placement is a multi-pronged approach guided by demographic targets, geographic focus, and sport influence, says Megan Fearnow, senior vice president, marketing services at Powdr Corp., Woodward’s parent company.
“It’s pointed toward highly targeted print, digital and social media channels focused on parents, kids, relevant sport endemics, and youth lifestyle culture,” Fearnow tells Marketing Daily. “The channels also touch key geographies that index high on Woodward’s unique programming and advancement in sport.”
Consumers who are already aware of Woodward will see the campaign as they get news and updates from the company’s social media channels and CRM platforms.
“Those audiences who are new to Woodward will be introduced via programmatic digital targeting based upon keywords, preferences, and lifestyle affinities,” she says. “Consumers will also find out about Woodward through sports publications.”
Consumers will be directed toward Woodward’s website where they can deeply engage with the brand and custom content.
“Additionally, they’ll be pointed to one of our four unique camp locations where, through personal interactions with our staff, they’ll learn about Woodward, engage in the Woodward experience, and have one-on-one conversations about our programs to determine the right fit for their child,” Fearnow says.
This campaign is different because the focus and commitment are on the whole kid — emotionally and physically — to help them grow in ways they never thought possible, she says.
“It deepens the brand’s relevance at our camps and in the creation of proprietary programming, while simultaneously taking a coordinated approach to touch the different Woodward sports and locations,” Fearnow says. “It keeps the iconic brand fresh and relevant while connecting with today's youth, which can be a challenge for a brand like Woodward that’s been a youth brand for more than 40 years."