As part of an integrated brand strategy for Versatile, I led a dealership-focused marketing campaign designed to promote the "Hot Iron Event" at Cove Equipment in Iowa. My responsibilities spanned art direction, concept development, brand identity, event management, team leadership, content creation, CRM development (HubSpot), and budget management.
The primary goal was to engage both new and existing customers by reinforcing Versatile’s reputation for durability, reliability, and ease of service key brand pillars that differentiate it from competitors like John Deere and Case IH. The messaging and visuals were crafted to reflect these values while building community engagement and dealership foot traffic.
The campaign included a blend of print and digital advertising, localized for the dealership’s market. Digital ads drove users to a registration landing page, initiating a HubSpot-based email automation sequence with event confirmations, informative follow-ups, and reminders. Print materials used consistent visual identity to support local visibility and credibility.
To ensure performance tracking and ROI analysis, I implemented a multi-platform analytics setup, including Google Analytics, Google Tag Manager, and HubSpot. A unique URL was used to track engagement metrics and optimize future event strategies based on collected data insights.
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