QC Supply
Agricultural Supply Retail + e-Commerce
Brand & Creative Strategy,
Creative Direction + Graphic Design by
John Gawley
CREATIVE STRATEGY + DELIVERABLES
As Brand Manager, John led the research process guiding the company's new verbal and visual identities. Deliverables included:
Verbal & visual brand guidelines
Brand message campaign
Updated website style guide
Promotional campaigns: direct mail, email, social, television & radio
Social media strategy & content
Print advertisement campaigns
Retail location event support
THE TEAM
John led the Brand Team consisting of a copywriter and graphic designer and managed a freelance graphic designer and photographer. The Brand Team collaborated closely with the entire Marketing Department, including E-Commerce. It served cross-company departments, including the Executive Team, Manufacturing, Procurement, Projects/Construction, Retail, Safety, Sales, and Shipping & Receiving.
CONCEPT TO COMPLETION
Branding
Client, Customer, Vendor, and Stakeholder research was conducted to inform the design of the QC Supply brand's verbal and visual identities. After compiling the research findings, John cross-referenced the data with the studies of Dr. Jennifer Aaker, Dimensions of Brand Personality Journal of Marketing Research, Vol. 34, No. 3 (Aug., 1997). Afterward, he selected three archetypes to guide the QC Supply brand's tone, look, and feel: Explorer, Jester, and Caregiver. John created the following marketing pieces internally and externally to launch the new brand.
GIVING CAMPAIGN
Give A Buck
To give back to the communities it serves, QC Supply launched a give-back program where the company will match donations from customers and donate those to the national FFA organization (Future Farmers of America). We launched this campaign on all platforms: in-store retail, direct mail, digital, email, and social. Due to the nature of "round up" campaigns in the agriculture space—and to tie in the puns of their jester archetype—whole dollar donations, or Give A Buck, was the appropriate concept for the giving campaign.
Promotion & Media Kit
Give A Buck was launched digitally and promoted in direct mail campaigns as well as in-store retail locations nationwide. The promotion included checkout posters, brochures, postcards, and social media posts.
DIGITAL CAMPAIGN
New Year,
New Us.
It takes resiliency, guts, and togetherness to boldly support the future of farming. We would know - we’ve been doing this for the past 40 years and have no intention of slowing down. We’re here for the farmers, growers, and doers of today and tomorrow. We are QC Supply.
It’s our 40th birthday, and we’re not over the hill!
Let’s celebrate together - save $40 on orders of $200 or more with promo code CELEBRTE22. Valid through 2/18/2022 in-store, online, or via phone.
It’s National Nebraska Day, and we’re reflecting on our roots! Forty years ago, QC Supply was founded in Schuyler, Nebraska, and we’re proud to still be headquartered right here in the heartland. To all our farmers, growers, and doers based in the Cornhusker State: Happy Nebraska Day, and Go Big Red! 🌽🏈🎈
When you visit us online, you’re visiting one of Newsweek’s top e-commerce sites of 2021. Whether you’re on the go or relaxing at home, you’re just one click away from the care you know!
🤔 Did you know farmers in the U.S. feed one-third of the world? We know your work isn’t just a job, which is why we are proud to boldly support the future of farming.
SOCIAL MEDIA
Facebook & LinkedIn
Strategies for social campaigns were twofold. Before the rebrand launch, social media channels were utilized to showcase the company's strength and value to potential investors, ultimately leading to successful new ownership in Dec. 2021. When QC Supply launched the New Year, New Us campaign, the focus shifted from company culture to brand awareness driving e-commerce.
Email blasts accompanied social posts. Where budget allowed, John coordinated the distribution of direct-mail pieces with social and email campaigns; these saw the highest ROI.
Let’s get designing.
Ready to get to work? John looks forward to partnering with you and your business, providing solutions for your needs executed through brand strategy, design thinking, graphic design, photography, and videography.