Project—Tricell USA

Tricell USA

Digital GrowthE-commercePaid Social

Tricell USA trains with the people who do the job: its instructors are full-time SWAT operators, and its founder retired from LAPD SWAT. The company was built for law enforcement. Brandon helped open it up to civilians, from the storefront to the ads to the moment someone books a class.

tricellusa.com
Client
Tricell USA
Industry
Firearms & Tactical Training
Role
Digital Growth
Platforms
Shopify, Meta Ads
( Brief )

From law enforcement to everyone

A training company with a law-enforcement reputation needed a civilian audience that could find it, trust it and sign up without friction.

01DiscoverMeta advertising puts classes in front of civilian audiences.
02ShopA Shopify presence for classes and Tricell gear.
03RegisterA shorter path from first look to a booked seat.
04ReturnRecurring classes that bring students back.
( Scope )

What Brandon did

  1. 01Helped expand the business from a law-enforcement-focused training company into the civilian market.
  2. 02Built and managed the Shopify presence.
  3. 03Ran Meta advertising.
  4. 04Helped grow recurring class attendance.
  5. 05Optimized the customer journey from discovery to registration.

Civilian ClassesThe audience the growth work was built around: first-timers and regulars training with active operators.

A Tricell USA civilian class group photo
Tricell USA training
Tricell USA training
Tricell USA training
Tricell USA training
Tricell USA training
Tricell USA training
Tricell USA training
Tricell USA training

The ShopTricell gear on Shopify: the If You Know You Know line and the Cell trucker hats.

Tricell Stitched Cell Trucker Hat in camo
Tricell IYKYK K9 Tee
Leather Cell Trucker Hat, Camo
Leather Cell Trucker HatCamo
Leather Cell Trucker Hat, Dark Camo
Leather Cell Trucker HatDark Camo
Leather Cell Trucker Hat, Stone
Leather Cell Trucker HatStone
Leather Cell Trucker Hat, Topo
Leather Cell Trucker HatTopo
IYKYK K9 Tee, Black
IYKYK K9 TeeBlack
IYKYK K9 Tee, Grey
IYKYK K9 TeeGrey
IYKYK K9 Tee, Olive
IYKYK K9 TeeOlive
Stitched Cell Trucker Hat, Navy
Stitched Cell Trucker HatNavy

The InstructorsFull-time operators, which is the core of the pitch to civilians.

Charles, Tricell USA
CharlesFounder, retired LAPD SWAT
Joe, Tricell USA
JoeInstructor, active SWAT
JR, Tricell USA
JRInstructor, active SWAT
Leo, Tricell USA
LeoInstructor, active SWAT

The ExperienceWhere the instructors come from: SWAT, sniping, climbing, waterborne operations and breaching.

LAPD SWAT team
Shoot house training
Log walk training
Combat diver
Waterborne operations
( Client )

About Tricell USA

FounderCharles Joh, retired LAPD SWAT
Experience24 years LAPD, 12 on full-time SWAT
DisciplinesTactical, Firearms, Executive Protection
ClassesLEO, Chemical Agent, Home Defense
Training GroundsRoute 66 Shooting Sports Park

Client details and imagery from tricellusa.com.

The Live Site

tricellusa.com
The Tricell USA homepage
Desktoptricellusa.com
The Tricell USA homepage on a phone
Mobile
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Route 66
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Andrew Paul