Sportrock Climbing Centers
Marketing Coordinator
Much like the adult playground that is a climbing gym, working in Sportrock’s marketing department was just that— having fun with projects, getting creative, and finding new ways to connect with our community of climbers.
One project where I really got to do that was spearheading the redesign of Sportrock’s apparel. With loyal members who have been climbing with Sportrock since the ’90s, I saw an opportunity to create something that felt more meaningful than just another gym T-shirt. The goal was to design apparel that longtime members would be proud to wear and that gave newer climbers a way to feel like they were part of the Sportrock community.
Leading Sportrock’s social media campaigns, especially around events, brought out a lot of creativity, storytelling, and my inner comedian. From writing captions and building campaigns to creating the silly moments that made our community special, I was always looking for ways to make our content feel less like marketing and more like an invitation to be part of the fun.
To capture content for social and web, I photographed the numerous events Sportrock hosted throughout the year, from USA Climbing competitions to our friendly community climbing leagues. Shot on a Sony A7 and edited in Adobe Lightroom Classic, these photos gave Sportrock a library of authentic, community-driven imagery to use across its digital channels.
In addition to social media, in-gym signage was one of our biggest marketing touchpoints with members. Designing posters like the “Summer Camps at Sportrock” campaign was only half the deal. I also organized and managed QR codes, tracked their analytics, and used the data to understand what caught members’ attention, where they were engaging, and which campaigns were actually driving action. Because even in an adult playground, sometimes you have to check the scoreboard.
Lastly, to promote Sportrock’s blog and support its SEO efforts, I created digital ads designed to drive traffic to blog content and get more eyes on the resources Sportrock was already creating. From highlighting climbing tips and gear advice to featuring local crags, I designed visuals that gave each article a reason to click. It was another opportunity to turn helpful content into something engaging, and make sure all that good information didn’t just sit quietly on the blog.
