Print & Digital Creative Campaigns
Media Strategy / Planning
LS Tractor originated from LG Group and separated from LC in 2003. LS Tractors exports tractors to more than 40 countries (USA, Europe, China, Latin America and Asia) and operates a sales and production facility in the US. LS Tractor USA specializes in compact and sub-compact tractors for the urban and hobbiest farmer. 97 Degrees West is the AOR for the USA division or LS Tractor USA.
Increase in new website visitors.
Increase in Search, Display, and Banner Media Sessions.
Average CTR for media digital campaigns.
The compact tractor industry in the US is small. The number of tractors retailed each year below 350,000. LS Tractor USA embarked on an agency selection process in early 2015. 97 Degrees West was awarded the business in March 2015. The LS team needed a campaign that paid off the tagline “Excel In Your Field” and in addition to print media, incorporating a digital effort.
LS Tractor’s simple programs, processes and a focus on their dealers surpasses their competition. Our creative director led our team in the creation of an advertising campaign that broke through the clutter with a ‘matter of fact’ tone led by the line “Get More Tractor For Your Money.” The campaign earned a 2016 Communicator Award for the category of integrated campaign in print and digital.
We leveraged our media buying power on behalf of our client. First, we reviewed all committed media when we took on the business. Immediately we secured 12% in digital value added advertising. In addition, we allocated the remaining media budget to digital search efforts. The following year’s plan net a 20% increase in media frequency with the same budget as the year before.
We took our client through our website process that entails: Research, Discovery and the development of the site navigation. Wireframes are then developed to communicate the flow of information. Best practices for UX are applied and intel from the prior version of the site are incorporated. The brand / creative campaign design and content tone are incorporated followed by Development and QA.
|Vera K. Fisher
CEO and President
97 Degrees West.