BUILDING LOCAL BRAND AWARENESS THROUGH TARGETED OUT-OF-HOME ADVERTISING
I developed and executed a localized billboard advertising campaign for Versatile in collaboration with a nearby dealership. The campaign was designed to increase awareness among farmers and passing motorists in the dealership's local market, particularly potential customers who may not have been familiar with the dealership or Versatile brand. The project combined audience targeting, creative strategy, brand positioning, media buying and local dealership marketing to create a high-impact message suited to a rural agricultural audience.
THE OPPORTUNITY
The dealership had an opportunity to increase its visibility within the local farming community by using a high-traffic billboard location along a nearby highway. The challenge was to communicate the Versatile brand quickly and effectively to motorists who would have only a few seconds to absorb the message. The campaign therefore needed to be visually distinctive, locally relevant and immediately recognizable as Versatile.
THE CREATIVE STRATEGY
I developed the creative around Versatile's established reputation as a rugged, reliable and efficient workhorse. The messaging and visual direction were deliberately straightforward, reflecting the practical nature of the agricultural audience and the personality of the Versatile brand. I used a gritty, hardworking visual aesthetic to reinforce the connection between the equipment, the people who use it and the realities of farming. The objective was not simply to promote a product. It was to make the dealership and Versatile brand feel relevant and familiar to local farmers.
LOCAL BRAND POSITIONING
An important element of the campaign was connecting the national Versatile brand with the local dealership. The creative communicated the idea that the local dealership understood the needs of farmers in its market, helping build familiarity and trust with potential customers.
This allowed the campaign to serve two purposes:
BUILD VERSATILE BRAND AWARENESS
Reinforce the company's reputation among local farmers.
Reinforce the company's reputation among local farmers.
INCREASE DEALERSHIP VISIBILITY
Make the local Versatile dealer more recognizable to passing customers.
Make the local Versatile dealer more recognizable to passing customers.
OUT-OF-HOME MEDIA
I managed the media buying and placement for the billboard, selecting a high-traffic location with strong visibility within the dealership's local market. The placement strategy was based on reaching a relevant rural and agricultural audience rather than simply maximizing overall impressions. The large-format environment also required the creative to be highly focused, with a clear visual hierarchy and messaging that could be understood quickly by passing motorists.
MY ROLE
LOCAL MARKETING STRATEGY
Developed the campaign approach around the needs of the dealership and its local market.
Developed the campaign approach around the needs of the dealership and its local market.
AUDIENCE TARGETING
Defined the rural agricultural audience and adapted the messaging accordingly.
Defined the rural agricultural audience and adapted the messaging accordingly.
CREATIVE STRATEGY
Developed the concept, messaging and visual direction.
Developed the concept, messaging and visual direction.
BRAND POSITIONING
Connected the broader Versatile brand with the local dealership and farming community.
Connected the broader Versatile brand with the local dealership and farming community.
ART DIRECTION
Led the visual development and ensured consistency with the Versatile brand.
Led the visual development and ensured consistency with the Versatile brand.
MEDIA BUYING
Managed billboard media selection, buying and placement.
Managed billboard media selection, buying and placement.
CONTENT DEVELOPMENT
Developed the customer-facing messaging and campaign content.
Developed the customer-facing messaging and campaign content.
BUDGET MANAGEMENT
Managed the campaign budget and media investment.
Managed the campaign budget and media investment.
THE OUTCOME
The billboard provided the dealership with a highly visible local marketing presence and increased exposure for both the Versatile brand and local dealership. Because there was no direct digital tracking or conversion mechanism associated with the billboard, campaign effectiveness was assessed through dealership feedback, observed customer response and anecdotal reports of increased awareness and foot traffic.
The project demonstrated how a national or established brand can be adapted into a locally relevant marketing campaign that connects with a specific audience and supports dealer-level business objectives.
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