A Fresh Perspective on Access Equipment
An Industry Leader Expands Its Offering
JLG, a market-leading designer and manufacturer of access equipment, made expansions and advancements to their family of scissor lifts. In addition to highlighting the enhancements of this world-class product line, JLG wanted to convey that every scissor was more than a piece of equipment. Service, parts, training and support accompany every JLG sale and help set the brand apart from competitors. Developing a cohesive B2B marketing approach to demonstrate these varying proof points across organic and paid social, digital ads, email marketing and various other forms of ad collateral presented a unique and significant challenge.
An Innovative, Full-Circle Message
The Godfrey creative team developed and pitched several innovative campaign concepts to JLG. In the end, a clever “Family” concept won out. Fueled by headlines such as “Excellence. It Runs in the Family,” Godfrey developed a multimedia campaign that brought the gravity of the JLG message to the target audience of facilities managers and rental companies: 1) the JLG scissor family has grown and leveled up, and 2) every end user is invited into the JLG “family” through comprehensive support. Across assets such as a new landing page, email series, infographic, rental guide, campaign videos, digital ads and social posts, Godfrey built out a harmonious campaign that presented the expanded scissor line as the gateway to a full-service partnership with the industry leader. The message: Cutting-edge equipment is just the beginning. Welcome into the fold, where productivity, innovation and support are family traditions.
In the first month after go-live, the Scissor Lift campaign achieved a click-through rate of over 8%—more than double the industry average.
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