A PARTNER TRUSTED
TO “DO THE WORK.”
Partner
Cat Connectivity
Cat Data Governance
Cat Aftermarket Leads & Insights
Cat eCommerce
Category
Internal Communications, External Dealer and Customer Communications, Product Launch, Platform Support, Training, Industry Support
Deliverables
Strategic Planning, Creative Strategy, Campaign Development, Brand Activation, Animation, Messaging Strategy, Digital, Design, UX/UI, Video and Audio Production, Website Development, Integration Services, Email, Newsletters, Paid Media Strategy and Support, Photo and Video Shoots, Icon Development, Customer Journeys, Print, In-Store Materials
Caterpillar does their part to help drive the world forward. We do ours by connecting Caterpillar to their employees, dealer network, current customers, and the world at large.
Throughout our long-standing partnership with Caterpillar, we’ve been a trusted vendor in bringing Cat initiatives and innovations to the masses, creating campaigns that cut through the dense world of manufacturing, and delivering strategy solutions for the even the most complex technical challenges.
INTRODUCING CAT ECOMMERCE TO THE WORLD.
Design
- Establishing a new visual direction for creative marketing consistency
- Developing a library of video and photo assets
Messaging
- Identifying and developing unique messaging opportunities to dealers
- Crafting messages that hit customers down the funnel
Strategy
- Adding insight to inform marketing and media plans
- Focusing on fully integrated strategies for consistency and impact
Paid Media
- Working with media partners for audience messaging
- Developing testing frameworks to refine paid media strategies
When Cat eCommerce needed our help to promote the Parts.cat.com website and launch their online parts app, we got our hands dirty with subject matter experts on the machines, parts, industries, dealers, and customers our work would support.
In 2023, we concepted, produced and launched the “Small Parts, Big Impact” campaign for Cat eCommerce and developed a wide collection of deliverables across a variety of platforms and formats, ranging from paid media ads, in-store materials, email communications and dozens of videos targeted to specific industries. We even created a line of promotional merchandise to go with the campaign so customers could sport their parts swag on the go.
A PARTNER FROM CONCEPT TO COMPLETION
PHOTOSHOOT COORDINATED & MANAGED BY THE BASEMENT AT LOCAL CAT DEALER
As an official partner and vendor for Cat eCommerce, we worked together to build a foundational messaging framework and design a cohesive look and feel across all customer touch points, even developing a vast library of video and photo assets to go with them.
IN-PROGRESS CGI RENDERING WORK FOR CATERPILLAR ECOMMERCE
Collaborating with media partners and other official Cat vendors, we built various multi-channel creative campaigns for different customer audiences and helped develop media plans for distribution and testing, adapting our campaign direction for emerging initiatives.
launching cat central to the masses
One of our largest projects was helping launch the Cat Central app and creating multiple campaigns to show new and existing customers how to shop Cat parts from anywhere. We developed campaign launch materials, branding and messaging guides, App Store and Google Play promotions, landing pages, video and digital assets, and even more.
in the first year
Our Cat Central launch video became one of the highest viewed videos on the official Cat Products YouTube channel, amassing over 4.4 million views in the first year. The launch of the app and our ongoing marketing efforts also helped contribute to eCommerce reaching their goal of 100k online users and 50% growth in online sales in nearly half the time.
Ready to do the work?
Need a partner that knows Cat inside and out? A vendor that keeps your tight timeline on track? We’ve got you covered. Let’s chat and get started on your service needs.
Shaping the cat ecommerce story
When Cat eCommerce needed a long-form video that spanned across all industries and parts, we decided on a unique approach every team could identify with. Using 2D animation and simple geometric shapes, we told the behind-the-scenes story of how a singular part goes from development to delivery.
spreading the ecommerce news
Launching and developing the Cat eCommerce monthly email newsletter was also a pivotal step in our content and messaging strategy. This ongoing newsletter provides Cat with an additional touchpoint to consistently engage customers, keeping them informed about new and emerging digital tools available at their fingertips.
$495,000
in sales revenue from Cat
Newsletter and other email efforts
(as of April 2024)
151%+
INCREASE IN NEWSLETTER CTO
RATE FROM JAN-AUG 2024
29,000
TOTAL CLICKS FOR NEWSLETTER
& FEATURE EMAILS
118%+
YOY INCREASE IN NEWSLETTER
AUDIENCE FROM 2023-2024
DRIVING SALESFORCE AUTOMATION
Another key component of our strategy was developing comprehensive email roadmaps to support our marketing efforts and generate data-driven results. By automating and optimizing Cat's Salesforce Marketing Cloud, we created targeted email journeys tailored to customers at various stages of the funnel, enhancing customer engagement and driving not just conversions, but results.
TURNING AN AUDIENCE INTO AN OPPORTUNITY.
Strategy
- Uncovering insights into opportunities and challenges
- Building a framework for improved communication
Messaging
- Messaging opportunities specific to dealers
- Developing and defining messaging for dealer use
Content
- Crafting custom content for individual dealerships
- Creating campaign guides for content consistency
Materials
- Producing in-store external marketing materials
- Providing plug-and-play content for ease of use
As we began creating campaigns for customers, we identified opportunities to more directly engage a key audience that customers often look to and trust the most: the global dealer network.
To capitalize on this unique opportunity, we developed strategies to improve dealer communication with materials to educate them on the benefits and potential impact of new initiatives on their business, including internal dealer-focused campaigns, launch kits, as well as comprehensive guides and support materials.
PHOTOSHOOT COORDINATED & MANAGED BY THE BASEMENT AT LOCAL CAT DEALER
Recognizing that customers trust their dealers for parts recommendations, we also developed messaging and support materials to help dealers promote new initiatives directly to customers. This included comprehensive campaign and branding guides, along with a library of templates that they can personalize, enabling dealers to effectively connect with their customers on collective efforts.
DEVELOPING STRATEGIES THAT DRIVE DEALERS
To ensure consistency across campaign efforts, we also created plug-and-play external assets for dealers to use like in-store materials, email campaigns, landing pages, and ads in various formats and sizes.
TEACHING HUMANS TO SPEAK CAT.
Messaging
- Turning technical speak into everyday language
- Creating guides on sharing valuable internal information
Education
- Improving new and existing training processes and tools
- Developing easily-digestible educational assets
Organization
- Eliminating redundancies to clear communication issues
- Reworking existing content to tell a more cohesive story
Design
- Creating visual assets that enable more engagement
- Designing uniform templates for internal use
When Cat needed to improve the communication of complex internal information across the Cat Digital landscape, we got under the hood to help.
We started by streamlining their messaging strategies, content planning, and overall design, making new and existing materials easier to understand and converting long technical documents into reader-friendly presentations and video assets for seamless sharing.
Training Hub TRANSFORMATION
One of our ongoing projects has been enhancing Cat Connectivity's Online Training Hub with improved site functionality and user experience and the creation of a step-by-step installation video series for customers and operators.
Digging into complex technical documents and working closely with subject matter experts, we developed educational training videos that simplify the installation process of Product Link devices, creating a series that is now considered the industry-standard.
We also helped simplify complex stories through improved messaging and video animation, engaging customers and eliminating redundancies with content that communicates clearly. For one educational video series, we took 22 separate videos and created a more compelling approach that consolidated them into 3 videos to communicate the same information in a more succinct, modern, and engaging way for easy audience consumption.
PLANNING for progress.
Forecasting
- Discovery work on needs, opportunities, and all considerations
- Evaluating audiences, differentiators and potential barriers
Strategy
- Building plans around consistency, clarity and impact, regardless of scale
- Developing the most effective plan and engaging tools for success
Collaboration
- Working with all necessary teams, subject matter experts and stakeholders
- Managing outside vendors and partners to ensure strategic alignment
Goal-Setting
- Establishing budgets, timelines and expected deliverables
- Regular reporting and status updates for line of sight on all projects
ANNUAL PLANNING MEETING AT CAT DIGITAL Office in Chicago, Illinois
For every product, industry, and initiative we’ve helped support throughout our ongoing partnership with Caterpillar, we’ve led the way in the planning and execution of each content strategy, working closely with dealers and subject matter experts, helping outline partner goals, and addressing challenges along the way. For Cat, we‘re not just a partner in planning, we’re a partner in everything that moves their business forward.
Let’s Talk
Need a vendor that knows how to do the work? A partner that keeps your projects on track? We’ve got you covered. Let’s chat and get you moving towards your next goal.
Email:
CHRISTIAN MEHALL
Christian@thebsmnt.com