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Phase 3

Phase 3 is an integrated marketing services company which provides solutions across the print and marketing spectrum. We were founded in Atlanta, GA in 2001 and have served corporate and enterprise clients across the country for over 20 years.

Project Spotlight: USBC

By Phase 3
April 11, 2024


USBC came to Phase 3 with what they perceived to be a PR problem; their membership numbers were declining, due in part to a small but vocal group of bowlers who were publicly questioning the value of USBC membership. No matter how clearly USBC communicated the many benefits of membership, this vocal minority felt the $15 annual dues were unjustified and wanted everyone to know it.


Phase 3 flew to Dallas to spend a day with USBC leadership, where we toured the International Bowling Center. We talked to employees from every department, and took in the amazing work USBC does to ensure a future for the sport of bowling. From there, we arrived at an important insight: every bowler benefits from the work of USBC, regardless of whether they’re a dues-paying member. In the same way listeners don’t support NPR for the tote bag, bowlers don’t certify for the perks. They do it because they support the greater cause and bowling is part of their identity.




We saw that it was time for USBC to shine a light on those members, which is how the “Why I Certify” campaign was born. In a new messaging platform, we shifted the way we talk about members, referring to them as “certified bowlers”, to emphasize the significance of their commitment to the future of the sport. We featured bowlers of all ages and asked them to tell us why they certify. While everyone certified for a different reason, they all shared the desire to ensure a future for the sport they love.




With fresh and dynamic campaign visuals and professional photography, we highlighted a diverse and multi-generational group of certified bowlers online, in-print, and in-person at bowling events across the country, showing the shared passion and vision of USBC and its members. The emotional impact of the campaign was palpable when it launched at USBCs annual conference, and members took the stage to share their “Why”, and stories continue to pour in through the campaign landing page, making this a success



Whether it's growing your audience or coming up with fresh ideas to elevate your brand's voice, Phase 3 can help. Contact us today.