I partnered with the account team, writers and creative director at Slack & Company, Chicago as lead designer/art director to design and produce elements of this campaign.
The objective of this campaign was to have key influencers meet with sales reps of Gates Corporation, a world leader in industrial engineering and the manufacturing of belts and hoses, to discuss the benefits of converting to Gates superior products and solutions in tough mining environments.
Elements of the campaign included:
An infographic-style illustrated poster outlining the many causes and excessive costs of unplanned downtime. Surface mining involves many stages and pieces of equipment. A list of specific machinery used with hard numbers supporting the case for the effect of unplanned downtime on productivity for each was provided (and required) along with the other copy details. After researching photos of surface mining operations, I landed on a simple graphic approach for depicting a mine setting. Beginning with stock illustration for equipment images, I reworked them to fit my vision of the scene. The flags next to each worked as a catchy device to house stats. I added clouds to hold related statistics. The top and bottom areas anchor the scene, while providing areas to open and close the story. Brand standards were followed for color and typography usage.
Featured on Gates website and distributed through social media as a content offer.
A dimensional mailer that highlights various problems encountered in a mining operation—with a missing piece purposefully left out to provoke thought and indicate that a meeting with a Gates sales rep would serve as the solution to the challenges. The mailer was designed to present each pain point and unfold to reveal the Gate’s benefits. Relevant stock photography serves as a backdrop.
A follow-up mailer that put the pieces together—positioning Gates as the missing piece for eliminating downtime and increasing cost savings for their operation.
A brochure and conversion guide were used a part of a nurture stream to help outline broader challenges and concerns—further warming prospect to consider meeting with a Gates sales rep and converting to Gates.
Initial surface mining mailer was sent out to a targeted list of 440 mine managers and maintenance managers across North America. The same 440 leads received the follow-up mailer that put the pieces together.
In 2013, Gates closed/won $1,218,400 worth of business in the Surface Mining end market. By January 2014, Gates had closed/won $175,000 in additional business.