G&H Equipment is a John Deere tractor dealer located in North Haven, Connecticut. G&H has been in business since 1952. When they approached Red Rock in 2011, the company was ready for a marketing update — and its first foray into the world of social media.

THE CHALLENGE

The G&H brand had not yet stepped into the world of digital media. The company’s website was a decade old, and they lacked a presence on social media. G&H needed a digital transformation to step into modern-day markets and increase revenue.

THE APPROACH

Red Rock’s first step was to create a strong and refreshed brand identity for G&H, along with a modern and user-friendly website. The updated brand’s calling card was a new, eye-catching logo reflecting the great outdoors with radiant light and undulating hills. G&H had been a well-known business in the local community for decades; Red Rock utilized G&H’s new logo and digital presence to increase regional awareness of the company via Facebook, Twitter, and YouTube.

WEBSITE

We built a sleek, simple, and colorful website and led with G&H’s signature product, the well-recognized John Deere tractor line. Showcasing G&H’s supporting equipment brands added credibility and visibility throughout this new, user-friendly customer portal.

NEW PRODUCT LAUNCH

When Yanmar tractors were added to the G&H line, Red Rock crafted a multi-faceted campaign utilizing billboards, direct mail, and social media. We showcased G&H as “New England’s Newest Authorized Yanmar Dealer” and offered competitive financing options and buy-back programs.

SOCIAL MEDIA

Red Rock built G&H’s Facebook, Twitter, and YouTube channels from the ground up. As the company’s online audiences grew, these channels became a key part of G&H’s communication strategy. Red Rock shot 25 G&H videos between 2012 and 2017, earning the company’s YouTube channel  3,000 subscribers and nearly 2,000,000 views. G&H’s Sales Manager was our YouTube star — he gave informative machine “tours” in direct language, and his authentic, humorous personality shined on camera.

EMAIL CAMPAIGNS

Red Rock helped build G&H’s newsletter list to 2,500 subscribers. Monthly campaigns included a variety of evergreen content, plus seasonal promotions for spring maintenance and winter preparation.

 COMMUNITY WORKSHOPS

Red Rock assisted G&H in staging and promoting educational workshops at the company’s North Haven facility. These in-house events became instrumental in attracting new commercial customers while showing G&H’s thought leadership with the local landscaping community.  Popular events included a tractor maintenance series and seminars on the national “811 Call Before You Dig” safety campaign. 

COMMUNITY OUTREACH

John Deeres are the ultimate “green machines.” One of Red Rock’s community engagement initiatives was to showcase G&H in New Haven’s historic St. Patrick’s Day parade, earning the brand an award-winning entry, big press coverage, and a long-term surge of new customers. G&H’s very own leprechauns handed out branded candy to the crowd as tractors rolled through downtown New Haven.

G&H saw similar success by participating in the Memorial Day parade.

Red Rock also staged G&H’s annual fall open house, a wildly popular event with vendor booths and product demonstrations.

COMMUNITY OUTREACH & SPECIAL EVENTS

John Deeres are the ultimate “green machines.” One of Red Rock’s community engagement initiatives was to showcase G&H in New Haven’s historic St. Patrick’s Day parade, earning the brand an award-winning entry, big press coverage, and a long-term surge of new customers. G&H’s very own leprechauns handed out branded candy to the crowd as tractors rolled through downtown New Haven.

G&H saw similar success by participating in the Memorial Day parade.

Red Rock also staged G&H’s annual fall open house, a wildly popular event with vendor booths and product demonstrations.

RESULTS

2,333,000

Social Media Impressions

320,177

Website Visits

1,405,000

Google Adwords

152,500

Email Opens

139,000

Facebook Ads

1,962,000

Youtube Views

19%

Revenue Increase 2014-2015

GERARD ADINOLFI

Sales Manager, G&H Equipment

Glen recommended we sign up for the North Haven Memorial Day Parade. At first I laughed. Now, it’s the biggest and cheapest advertising we have for the year. We drive through the parade with John Deere tractors and people come in 12 months later saying, “We saw you in the parade." I can't think of a better way to connect with people in town.

470 James St.  Suite 007

New Haven, CT 06513

203-295-4882

470 James St.  Suite 007

New Haven, CT 06513

glen@redrockbranding.com

203-295-4882

470 James St.  Suite 007

New Haven, CT 06513

glen@redrockbranding.com

203-295-4882