I managed a comprehensive marketing campaign aimed at expanding Versatile’s customer base into the U.S. market. This involved concept development, art direction, and the creation of a strong brand identity for Versatile to introduce the company’s history and values to new customers. The campaign targeted farmers in regions around existing and new Versatile dealerships in the U.S., with messaging that emphasized Versatile's reliability, longevity, and toughness qualities that differentiate the brand from competitors like John Deere and Case IH.
I led the creative strategy, which included the development of visual and written content that highlighted the brand’s core strengths and the advantages of its products. The content strategy incorporated A/B testing to ensure maximum engagement. I managed media buying and placement across both PPC and print channels, adhering to a specific budget and optimizing efforts based on performance data. The call-to-action within a targeted mailer led recipients to a landing page, where they could sign up for more information and trigger a drip email campaign. Using HubSpot, I developed email automation to qualify leads and guide them toward scheduling product demonstrations.
To track the effectiveness of the campaign, we employed a unique URL, QR codes, and integrated tools such as Google Analytics and Google Tag Manager. These tools allowed us to continuously monitor user behaviour, optimize campaign performance, and measure the return on investment.
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