01 — The Challenge
Vermeer Northeast, a regional construction and industrial equipment dealer, had dated branding and had never undergone a true, cohesive brand development project. The company’s marketing materials and online presence lacked consistency, and its website had minimal visibility in search. There was a strong opportunity to refresh the brand, improve digital performance, and create a more engaging customer experience.
02 — The Strategy
To elevate the company’s market position and improve discoverability, I developed a brand and digital modernization strategy.
Create a clear, customer-centric value proposition and visual identity.
Launch updated collateral and event marketing assets to enhance brand presence.
Rebuild the website with an emphasis on SEO and regional keyword optimization.
Introduce consistent messaging and integrated digital campaigns to increase engagement.
03 — The Execution
Brand Refresh: Developed the Vermeer Northeast Promise — a pledge of reliability and service excellence — and introduced the Triple Promise Support framework as part of a unified brand message.
Event Marketing: Designed new trade show materials (signage, tents, displays) and executed pre-show email and direct-mail campaigns to increase attendance and lead capture.
SEO & Web Overhaul: Implemented a regional keyword strategy, updated site content, and optimized metadata to improve visibility across all six operating states.
Integrated Communication: Launched coordinated social, email, and print campaigns to reinforce the refreshed brand story and maintain consistent customer touchpoints.
04 — Results
126% increase in organic search traffic and 71% increase in website sessions within the first year.
Achieved #1 Google rankings for all targeted regional Vermeer keywords.
82% increase in unique users and 23% more page views per session, indicating stronger digital engagement.