RECONNECTING WITH AN ESTABLISHED CUSTOMER BASE
I developed and led a B2B customer re-engagement campaign for Versatile, targeting established Canadian farmers through a coordinated mix of CRM, marketing automation, PPC, print and email marketing. The campaign was designed to reconnect customers with the Versatile brand while demonstrating how the company had evolved alongside the agricultural industry.
Versatile had a long history within the agricultural equipment market, with generations of Canadian farmers familiar with the brand and its products. The challenge was to reconnect with established customers and create a reason for them to reconsider Versatile when looking at their next equipment purchase.
AUTOMATION AND DIGITAL MEASUREMENT
The objective was to move beyond simply reminding customers about the brand. The campaign was designed to create a reason for them to re-engage and provide a measurable path from advertising through to lead nurturing.
THE STRATEGY
The creative concept connected Versatile's heritage with its current product offering. I paired imagery of older Versatile equipment with current models, creating a visual bridge between the brand customers remembered and the technology available to them today. This allowed the campaign to use nostalgia as an entry point while keeping the message focused on the future.
The creative was then adapted across multiple channels, including:
• Print advertising
• PPC advertising
• Email marketing
• Digital communications
• Landing page content
• PPC advertising
• Email marketing
• Digital communications
• Landing page content
Each execution directed customers toward a dedicated landing page where they could respond to the campaign and enter the lead-nurturing process.
TURNING RE-ENGAGEMENT INTO A CUSTOMER JOURNEY
A central part of the project was connecting the campaign to CRM and marketing automation. Rather than treating a response as the end of the campaign, I created a process that captured customer information and continued the conversation through targeted email communications.
The customer journey was structured around:
Advertising → Landing Page → Lead Capture → CRM → Email Nurturing → Sales Follow-Up
I implemented and optimized the HubSpot CRM and email automation system supporting the campaign, allowing customer interactions to be captured and managed as part of an ongoing marketing process.
MEASUREMENT & OPTIMIZATION
I managed campaign measurement using QR codes, unique URLs, Google Analytics and Google Tag Manager. This allowed individual campaign activities to be tracked and compared, providing visibility into how customers were responding to different channels and creative executions.
The data could then be used to refine campaign activity and improve the efficiency of the marketing investment. This was particularly important because the campaign combined traditional print media with digital channels. Tracking provided a way to connect offline activity with measurable online engagement.
MY ROLE
I led the project from concept through execution, managing both the strategic and creative components.
CAMPAIGN STRATEGY
Developed the re-engagement strategy, customer messaging and campaign structure.
Developed the re-engagement strategy, customer messaging and campaign structure.
BRAND & CREATIVE DIRECTION
Created the visual concept connecting Versatile's heritage with its current product portfolio and directed creative execution across channels.
Created the visual concept connecting Versatile's heritage with its current product portfolio and directed creative execution across channels.
CONTENT DEVELOPMENT
Developed campaign messaging and supporting content for print, digital and email.
Developed campaign messaging and supporting content for print, digital and email.
CRM & MARKETING AUTOMATION
Implemented and optimized HubSpot CRM workflows and email drip campaigns to nurture captured leads.
Implemented and optimized HubSpot CRM workflows and email drip campaigns to nurture captured leads.
DIGITAL MARKETING
Managed PPC activity, landing page development and digital campaign execution.
Managed PPC activity, landing page development and digital campaign execution.
ANALYTICS & MEASUREMENT
Implemented QR code, URL, Google Analytics and Google Tag Manager tracking to measure campaign performance.
Implemented QR code, URL, Google Analytics and Google Tag Manager tracking to measure campaign performance.
BUDGET & PROJECT MANAGEMENT
Managed media buying, production and campaign execution within budget.
Managed media buying, production and campaign execution within budget.
THE RESULT
The campaign created a structured approach to re-engaging an established customer audience while bringing together brand storytelling, digital marketing and CRM automation. More importantly, it demonstrated how a traditional agricultural equipment brand could use its heritage as a marketing asset without becoming dependent on nostalgia. The campaign connected the familiarity of the Versatile brand with its current product offering and created a measurable pathway from customer engagement to lead nurturing.
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