Decades of Dedication:

How the Wheeling Nailers Elevated Their Brand with Beyond Marketing

“Working with Beyond Marketing has completely reshaped our approach to connecting with fans and redefining our brand. They took our long-standing legacy and infused it with modern design, innovative strategies, and captivating visuals—from the dynamic transformation of WesBanco Arena to our integrated media campaigns. Their creative vision and unwavering commitment have not only enhanced our market presence but also deepened the emotional connection with our community. This partnership has been a true game-changer, turning every campaign into a winning play both on and off the ice.”

John Davis, Chief Operating Officer, the Wheeling Nailers

For over 30 years, a dynamic partnership has been at the core of the Wheeling Nailers’ marketing success and evolution, the ECHL affiliate of the Pittsburgh Penguins. In collaboration with Beyond Marketing—a trusted ally since the franchise’s early days—the team has transformed advertising, branding, and public relations to forge an enduring identity that resonates both in the arena and throughout the community.

Beyond physical rebranding, the agency’s comprehensive approach has revolutionized every facet of the Nailers’ communications. From engaging TV and radio commercials to digital campaigns and strategic media negotiations, Beyond Marketing has ensured that every message resonates with fans and stakeholders alike.

A Legacy of Innovation

The story began in 1992 when the Thunderbirds moved from Winston-Salem to Wheeling. With renaming and rebranding to the Nailers in 1996, the agency designed a new logo that not only captured the team’s spirit but also earned accolades as the best logo design in the league—a symbol that remains a point of pride to this day.

Rebranding in a Time of Change

Following a change in ownership in 2011, Beyond Marketing stepped in as the official outsourced “inhouse”marketing team for the Nailers. This pivotal moment marked the beginning of a new era. The agency was tasked with reimagining the team’s image, ensuring brand consistency and a modern appeal, all while preserving the franchise’s storied past.

Transforming WesBanco Arena

One of Beyond Marketing’s most notable achievements was the rebranding of the renovated WesBanco Arena. Their comprehensive strategy transformed the arena into a vibrant home for the Nailers by:

• Large-Format Graphics: A striking 25-foot logo was featured on a prominent exterior window on the arena’s west side.
• Immersive Visuals: A massive 75-foot wall was adorned with vinyl graphics that showcased the new thematic elements of the Nailers’ brand.
• Creative Enhancements: Large-format banners hung from the atrium ceilings and vinyl wraps on concrete columns in the entryway added dynamic visual appeal, reinforcing the team’s identity at every turn.

Integrated Marketing Excellence

Beyond Marketing’s role extended well beyond physical branding. Their integrated approach covers every aspect of the Nailers’ communications:

• Comprehensive Campaigns: From developing engaging TV and radio commercials to producing print, digital, and outdoor advertisements, the agency’s work consistently captivates audiences.
• Strategic Media Negotiations: By securing long-term media trade agreements with radio, television, and newspaper publishers, they have maximized the team’s advertising reach.
• Digital and Social Presence: Tailored content and strategic placements across digital platforms and social media channels have further amplified the Nailers’ brand, connecting with fans in innovative ways.

Building Community Connections

Understanding that a sports franchise is only as strong as its community, Beyond Marketing also excels in event marketing. One such gathering featured over 450 invitees celebrating the arena improvements, strengthening bonds between the team and its passionate supporters.

Conclusion

This enduring partnership stands as a masterclass in sports branding, proving that with a creative and dedicated marketing team, even the most challenging moments can be transformed into opportunities for growth and lasting success.