Case Study: Tractor & Equipment Company celebrates 75 years with Hare Communications

Tractor & Equipment Company celebrates 75 years with Hare Communications

The customer, Tractor & Equipment Company, a heavy equipment seller, faced the challenge of creating a print campaign to celebrate its 75th anniversary. The initial directive from the company's leadership was to produce an ad focused on the company's own history and leadership. Hare Communications was engaged to provide brand communications, creative direction, and ad design and production.

Hare Communications developed a strategic solution that refocused the campaign's message away from self-congratulation and onto the company's longstanding customer service philosophy and benefits to its clients. The vendor successfully convinced the client's CEO to adopt this more customer-centric approach, resulting in a well-received 75th-anniversary print ad campaign. Hare Communications then produced a second, follow-up ad based on a concept both parties liked.

Tractor & Equipment Company