2021 MEDIA GUIDE Join And Support America's Fastest-Growing School Sport! - usaclaytarget.com

2021 MEDIA GUIDE
 Join And Support America’s
Fastest-Growing School Sport!

         usaclaytarget.com

USA CLAY TARGET LEAGUE
A non-profit school-approved activity.

INCREASE SALES AND SUPPORT STUDENTS, SCHOOLS AND SHOOTING SPORTS
The USA Clay Target League is a 501(c)(3) non-profit organization and the independent provider of clay target shooting
sports to secondary and postsecondary schools. The League’s priorities are safety, fun, and marksmanship –
in that order.
Student athletes that have earned their League-approved firearms safety
certification practice and compete weekly in spring and fall “virtual”
trap shooting, skeet shooting, sporting clays, and/or 5-stand shooting
competitions against other school teams.
The USA High School Clay Target League division is expected to host more
than 40,000 young shooting enthusiasts and 8,000 team staff members in
2021. Weekly competitions occur in the school’s home state. The spring
season culminates in June with year-end state tournaments where all
participants are invited to compete in individual and team competitions.
Qualifying individuals and teams are invited to compete in the National
Championship in July.
The USA College Clay Target League division expects to host about 1,000
student athletes in nationwide spring and fall leagues through recreational
teams approved by colleges.
The League will become the largest clay target shooting sport organization
in the world after 2021.

REACH, FREQUENCY & MEDIA
Each state high school clay target league hosts a
different number of teams and student athletes
for the primary spring season. Media selections,
audience reached, and frequency will differ per state.

TARGET AUDIENCE
         Families: Student athletes (12-18 age)

     Team Staff: Adults (35-60 age)

          State designated market area

           All markets only

CONTACT
John Hubener - Fundraising Manager
jhubener@usaclaytarget.com
952-303-2211

TARGET AUDIENCE
Young shooting sport enthusiasts ready to purchase.

OVERVIEW:
The League relies on industry trends and surveys the families of student athletes
to learn more about socioeconomic and psychographic data and preferences.

BY THE NUMBERS:
1,000,000,000 dollars of positive economic impact in student athlete expenditures 2008-2025.
212,000,000 dollars of positive economic impact in student athlete expenditures since 2008.
70,000,000 dollars student athlete expenditures expected in 2021.
40,500,000 estimated targets and ammunition used by League athletes in 2019.
18,600,000 dollars in estimated new firearm expenditures expected in 2021.
10,000,000 dollars contributed to the Pittman-Robertson Act for wildlife habitat and management since 2008.
9,700,000 dollars in estimated clay target expenditures expected in 2021.
8,500,000 dollars in estimated ammunition expenditures expected in 2021.
40,000 student athletes expected to participate in 2021.
37,290 firearms are expected to be purchased in 2021.
8,400 student athletes expected at 2021 Minnesota Trap Shooting Championship.
9,000 volunteer team staff members that are expected to help mentor student athletes in 2021.
3,000 student athletes expected at 2021 National Championship.
1,500 school teams are expected to participate in 2021 season.
81 percent of participating families own a dog.
77 percent of student athletes purchased a hunting license in the past two years.
71 percent of families expected to purchase at least one new firearm in 2021.
63 percent of student athletes plan on attending post-secondary education.
60 percent of participants were first-time clay target shooters when they joined the League.
50 percent or more of student athletes enjoy camping, fishing, and riding recreational vehicles.
35 percent of student athletes are first-year participants.
0 reported injuries since 2001.

100,000 DRIVE TO 2025
The future of shooting sports is brighter than ever.

REVERSING THE DOWNWARD PARTICIPATION TREND IN HUNTING AND SHOOTING SPORTS
We’ve learned a lot through many tried and true practices in business settings and fields throughout Minnesota.
The fruits of our labor have been paying dividends through the explosive increase in the number of student
athletes, shooting ranges, volunteers and schools participating in the USA High School Clay Target League. With the
exception of the 2020 Covid-19 pandemic that forced schools to close, the League’s participation has grown by an
average of more than 30% annually over the past five years.
With 25,000 high schools and 7,000 colleges remaining that do not host a clay target team, the League has set a vision of
hosting 100,000 participating student athletes in 2025.
By adding teams, student athletes, clay target shooting sports, and retaining previous participants, the League can
achieve its vision.
As the League grows, so too do the benefits to conservation organizations. Hunters and outdoor enthusiasts of all types
depend on the funds generated for the Wildlife Restoration Trust Fund through Pittman-Robertson excise taxes. Since
2008, the League has generated millions in Pittman-Robertson excise taxes. In 2019, League participants generated
over $2.5 million in additional conservation funds though the purchase of firearms and ammunition.
Along with generating funds for conservation, one of the greatest problems
of protecting America’s outdoor heritage is reversing the declining
participation trend in hunting and shooting sports. The outdoors industry,
along with conservation and heritage groups, have long been concerned
about declining participation in the outdoors, shooting sports, fishing, and
hunting communities. The largest active group of people in the outdoors
lifestyle has an average age of 56, and these ‘Baby Boomers’ are not
getting any younger. As that group continues to age, within just a few
years the decline in outdoor activity participation will be at historic levels.
All stakeholders agree that the only way to reverse the declining population
trend is to Recruit, Retain, and Reactivate (R3) younger generations and
introduce them to the joys of outdoor shooting sport activities.
In terms of R3, the League is already the single most successful program
for recruiting the next generation of outdoor enthusiasts. Since the program’s inception, over 70,000 students have been
introduced to shooting sports through the League’s exciting school-based programs, making the League the leader in this
area. The League introduced nearly 10,000 new students to outdoor shooting sports activities in 2019.
Retention is also an area in which the League plays an important part. The League is open to grades 6-12, and retains
more than 95% of non-senior student athletes and 99.9% of teams annually. League athletes are mentored by about
10,000 dedicated volunteer coaches and team staff and these dedicated outdoorsmen and women are thrilled to have
the chance to continue their involvement in the outdoor lifestyle by assisting and encouraging the next generation.
With the addition of our college program, the League is now able to reactivate athletes to continue their participation in
clay target shooting sports while pursuing their postsecondary education. In addition, many of these student athletes’
parents have found a revived interest in the outdoors, as they now can share a part of their own heritage with their
children. Through League programs, by the time a student completes their education, he or she will have participated in
outdoor shooting sport activities for nearly half of their life.
By the time the League reaches its goal of 100,000 participating student athletes in 2025, the League is expected to
generate nearly $200 million in shooting sports related expenditures and contribute over $9 million in conservation funds
annually!

Learn more at usaclaytarget2025.com!

PULL USA MAGAZINE
Nation’s only youth clay target shooting sport magazine.
pullusamagazine.com

OVERVIEW:
PullUSA is the official publication of the USA High School
Clay Target League, the fastest-growing high school sport
in the nation. This quarterly magazine is direct mailed and
digitally delivered to League participants – student athletes,
coaches, gun clubs, volunteers and school administrators –
throughout all participating states. PullUSA tells the compel-
ling stories of these student athletes (grades 6-12), coaches
and volunteers. The magazine will cover human interest
features, lifestyle stories, tips, product reviews, college prep
and more from the world of clay target shooting sports.

REACH:
30,000 – student athletes, head coaches, gun clubs and
subscribers
60,000 – readers

FREQUENCY:
Magazine: 4x annually
Website: 10,000 annual impressions
pullusamagazine.com

MEDIA:
Magazine: Print mailed, digital version emailed
Website: side and leaderboard ads
Facebook: Post ad
See Media Guide for advertising opportunities

AUDIENCE:

AVAILABILITY:

STATE LEAGUE WEBSITE
The primary resource for all audiences.
(state abbreviation)claytarget.com
OVERVIEW:
The League’s website for each state is the primary source of
all information for all viewers. Viewers can search for teams to
visit team website pages. Select advertisements are available
on all pages.

REACH:
2,000,000+ impressions
Varies by state

FREQUENCY:
Primary: October - June
Secondary: July - September

MEDIA:
Banner ad and side ad

AUDIENCE:

AVAILABILITY:

ATHLETE EMAIL
Direct and targeted to student athlete families.

OVERVIEW:
Registrants sign up to recieve League information and
promotional emails.

REACH:
13,000+ student athlete families
Varies by state

FREQUENCY:
Upon request
Primary: February - June
Secondary: August - October (select state fall season)

MEDIA:
Full custom advertisement

AUDIENCE:

AVAILABILITY:

FACEBOOK                 ®

Nation’s largest youth shooting sports social network.

OVERVIEW:
The League’s Facebook campaigns are a popular networking
medium that allows the League to post and share key
messages to it’s shooting sport enthusiast followers.

REACH:
60,000 followers nationally
Varies by state

FREQUENCY:
Primary: February - June
Secondary: August - October (select state fall league)

MEDIA:
Ad post

AUDIENCE:

AVAILABILITY:

NEW TEAM EMAIL
Startup teams need everything.

OVERVIEW:
New team onboarding efforts begin with an introductory email
from the League to the new head coach. This email is required
to activate a team and learn more about the League’s features,
processes, and strategic partnerships.

REACH:
250+ head coaches

FREQUENCY:
Upon request
Primary: August - March
Secondary: April - July

MEDIA:
Email description and link to website.

AUDIENCE:

AVAILABILITY:

COACH EMAIL
Direct and targeted to team leaders.

OVERVIEW:
League information and promotion emails are sent to all head
coaches and select assistant coaches as determined by the
team. Weekly emails are sent during the primary months of
preparation and participation.

REACH:
4,000+ coaches
Varies by state

FREQUENCY:
30+ annually
Primary: February - June
Secondary: August - October (select state fall season)

MEDIA:
Footer ad

AUDIENCE:

AVAILABILITY:

SHOOTER PERFORMANCE TRACKER                                      ®

Athletes monitor scores, rankings and personal bests.

OVERVIEW:
The Shooter Performance Tracker® (SPT) is League’s exclusive
performance tracking tool provided to all student athletes and
coaches. Each athlete receives personal access to the web-
based application to monitor their True Team® scoring and
progress rankings compared against their team, their
conference, their class, and all other athletes in the state.
Athletes can share access to to their SPT so friends and
family can watch their favorite clay target league athlete on
any computer, tablet, or mobile device.

REACH:
100,000+ impressions

FREQUENCY:
Primary: May-June
Secondary: September-October

MEDIA:
Website and app
Header and footer ad

AUDIENCE:

AVAILABILITY:

FUN SQUAD WEBSITE
Nationwide “virtual” teams compete.
usaclaytarget.com/funsquad
OVERVIEW:
The Fun Squad™ provides a friendly competition
venue whereas all student athletes have the
opportunity to participate on a squad in a national
trap shooting “virtual” competition.
More than 13,000 student athletes joined the Fun
Squad competition in 2019.
Fun Squad members are randomly selected from any
of the state high school clay target leagues throughout
the country. Weekly League competition scores from
the Fun Squad will be tallied and used to calculate Fun
Squad score and rankings.
Fun Squad team scores are posted online, so athletes
can search for their name and see how their Fun Squad
did each week.

REACH:
20,000 impressions

FREQUENCY:
6 weeks April/May
5 weeks September/October

MEDIA:
Side ad

AUDIENCE:

AVAILABILITY:

MARKETPLACE
NEW usaclaytargetmarketplace.com storefront!

OVERVIEW:
Featuring categorical listings and front-page ad opportunities, the
Marketplace delivers greater reach and frequency for advertisers
specific product or special offer to League audiences.

CATEGORY LISTING FEATURES YOUR OFFER:
Each advertiser receives a categorized listing and a linked product
page that offers each marketer exclusive content to promote
your call-to-action offer that allows shooting sport enthusiast
viewers to be directed where you want them to go.

EXPAND YOUR REACH AND IMPACT WITH ADS:
Maximize the impact of your marketing message by
complimenting your listing with featured advertisements
on the Marketplace homepage and other pages.
Many rotating ad sizes, impressions, and location options
are available to meet your organization’s impact, impressions,
and budget demands.

REACH:
5,000+ coaches, 60,000+ student athlete families, general public

FREQUENCY:
1,000,000+ annual impressions

MEDIA:
Feature Ad, Large Banner Ad, Medium
Banner Ad, Small Banner Ad, Category
Listing, Product Page, Facebook Post,
Email

AUDIENCE:

AVAILABILITY:

                                            Category

                                                                      Listing

MARKETPLACE
Campaign material requirements.

OVERVIEW:
All advertisers must provide category listing and product elements (text and image)
AND ad materials (if applicable).
• All banners and listings must reflect a specific product or service offering. The offer should
  change quarterly to maintain interest.
• A single html link is required - a direct link to the product/offer for the listing.
  Advertisers may provide links with UTM codes. Other tracking links are unsupported.
• Large banner ad materials require three (3) ad sizes for a variety of devices.
• All ads must be in JPG or PNG format (pixel width x height).
• The League has full editorial discretion. Changes may be
  requested for content determined to be unsuitable or unrelated
  to the League’s youth clay target shooting sports audience.
• Campaigns are published shortly after ALL materials are received.
• Five pre-packaged campaigns available!

#1 CATEGORY LISTING
Includes: Product/service description, photo, link to website
   Company logo. (EPS or 600 wide image)
   Product information/special offer text. (200-500 words)
   One image that features the product/offer. (1200 x 628)
   The direct html or utm link to the advertiser’s product/offer.

#2 SMALL CAMPAIGN: 1 LISTING, 1 AD
Includes: Listing + rotating small banner ad
   Category listing materials
   Small ad (300 x 100)

#3 MEDIUM CAMPAIGN: 1 LISTING, 1 AD
Includes: Listing + rotating medium banner ad
   Category listing materials
   Medium ad (300 x 250)

#4 LARGE CAMPAIGN: 1 LISTING, 2 ADS, GROUP EMAIL LISTING
Includes: Listing + rotating large ad + rotating medium banner ad
   Category listing materials
   Medium ad (300 x 250)
   Large ad - 3 sizes required (728 x 90, 468 x 60, 320 x 50)

#5 FEATURE CAMPAIGN: 1 LISTING, 2 ADS, FEATURE EMAIL,
QUARTERLY FEATURE FACEBOOK POST
Includes: Listing + rotating feature ad + rotating medium banner ad
   Category listing materials
   Medium ad (300 x 250)
   Feature ad (1200 x 628)
   Facebook posts do not require additional images

CLAY TARGET GO!
NEW coach and student athlete management software

OVERVIEW:
ClayTargetGo! is the League’s exclusive online application
suite designed specifically for clay target league coaches and
families! ClayTargetGo! helps users manage operations, online
registration, communications, scoring, statistics, and more
from the convenience of any electronic device.
The League’s Scoring Management program is used by head
coaches to submit and review their team’s score throughout
the season. Side advertisements are available.

REACH:
5,000+ coaches
30,000+ student athlete families
Varies by state

FREQUENCY:
300,000+ impressions
Primary: February - June
Secondary: August - October (select state fall season)

MEDIA:
Side ad

AUDIENCE:

AVAILABILITY:

ANNUAL COACH CONFERENCE
Online presentation announces spring season features.

OVERVIEW:
The Annual Coaches Conference provides an online
presentation available to all head coaches and assistant
coaches announcing important information and key new
features to the upcoming spring season. Head coaches are
mailed sponsor flyers that include special offers for teams.

REACH:
Online: 2,000 - 4,000 coaches

FREQUENCY:
5,000 - 7,000 impressions
Primary: January
Secondary: February - March

MEDIA:
Sponsor logo
Email footer ad
Flyer in mailed coaches’ packet

AUDIENCE:

AVAILABILITY:

SEASON-ENDING TOURNAMENTS
Everyone is invited to participate!

OVERVIEW:
Each state League’s spring season culminates with the State Tournament where all teams and participants are invited to
compete. In many states, it’s the largest shooting sport event in the state.
The National Championship invites the League’s top-performing trap shooting
individuals and teams to compete for a national championship.
Check the League’s media guide for specific information on each event.

FREQUENCY:
Primary: June

MEDIA:
Website ad, signage, news release,
t-shirt logo, website post, public
announcements, coach email ads,
exhibit area, social media ad,
Leaderboard logo
Sponsor and exhibitor options available.

AUDIENCE:

AVAILABILITY:

COLLEGE LEAGUE
Extend your marketing to the next generation of schools.
usacollegeclaytarget.com
OVERVIEW:
The USA College Clay Target League division
expects to host about 1,000 student athletes
in nationwide spring and fall leagues through
recreational teams approved by colleges.
Teams compete in virtual competitions against
other college teams throughout the country. Nearly
20% of graduated high school clay target league
student athletes participate in the college league.

REACH:
Hundreds of athletes and coaches
Nationwide

FREQUENCY:
Variable

MEDIA:
Website, athlete emails, team staff emails, Facebook

AUDIENCE:

AVAILABILITY: