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.
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 ENGAGEMENT
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
203-295-4882
