One Million B.C. Archery 3D Shoot
Event Branding & Marketing Campaign for San Francisco Archers
The annual One Million B.C. Dinosaur Shoot is California's largest 3D archery event. To boost registrations and reach new local archers, I launched a targeted campaign on a near-zero budget, leveraging targeted digital social rollouts and strategic local print distribution.
Impact
Dozens Waitlisted
Drove over-capacity engagement and established high demand for future
shoot dates.
Near-Zero Ad Spend
Achieved a 100% capacity sellout almost entirely through organic social channels and targeted print collateral.
24hrs to 100% Capacity
Reached maximum registration of 500 archers cap in a single day, a historic milestone for the event.
OVERVIEW
My Role: Event Marketer & Lead Visual Designer
The Team: Visual Designer (You), SF Archers Board, Registration Coordinator
Industry: Non-Profit Sports, Event Marketing, Recreation
Design Attributes: High-Impact, Prehistoric, High-Contrast, Action-Oriented, Typographic
Skills: Event Branding, Promo Campaign Design, Print & Digital Layout, Social Media Collateral, Visual Identity
Tools: Adobe Illustrator, Adobe Photoshop
Timeline: 4 Weeks
Stakeholders: San Francisco Archers Board & Event Committee
To maximize speed-to-market under tight deadlines, I established an asset-reuse strategy centered around the core key visual. By updating the imagery and typography while preserving the high-performing layout framework, I turned a single key visual into a flexible suite of print and social assets.
Previous Year Baseline
STRATEGY
Countdown
Instagram Post
Campaign Launch
→
Evolved Key Visual
Registration Open
Full
CHALLENGE
With registration opening in just weeks and a late campaign kickoff, we needed a fast, high-impact push to fill all 500 spots. I designed and ran a localized digital and print campaign designed to immediately drive regional awareness, accelerate ticket velocity, and ensure maximum event capacity.
Print Collateral
Designed a primary promotional poster optimized for range bulletin boards, accompanied by scalable, print-friendly fliers (formatted for both full-color and high-contrast black-and-white reproduction) for mass distribution at regional retail shops.
EXECUTION
I led the campaign rollout, owning the physical print strategy while aligning with our social media manager on the digital pipeline. I handled the print rollout end-to-end, designing posters, dropping off fliers at Bay Area pro shops, and building local word-of-mouth. In parallel, we executed a phased social campaign to track registration milestones right as the launch post went live.
RESULTS
The unified campaign filled 100% of the 500-archer event capacity within 24 hours of registration opening—a sharp contrast to previous years, where filling half the spots typically took 1 to 2 days and a full sell-out required 2 to 3 weeks. The rapid sell-out generated a waitlist of dozens more. On event day, waitlisted archers arrived on-site in hopes of claiming open slots, while the participant pool showed a noticeable influx of first-time competitors from across the Bay Area.