Brand Development & Marketing Strategy

New Holland is a global manufacturer of farming and heavy construction equipment. They had several marketing silos that required consolidation and cost reduction. With a lean staff, they needed assistance project managing the migration of these silos into a new comprehensive system. Additionally, they needed assistance with several marketing communications initiatives, including their Dealer Standards program and 120th Anniversary. They also sought an outside agency to help them leverage their relationship with Florida Georgia Line to whom they had recently leased a tractor.


ThinkingKap served as the project management lead to automate New Holland’s marketing into one comprehensive tool that integrated its dealership marketing asset library and tools, magazine publishing and list management needs, and regional marketing development funds distribution. This comprehensive portal provided a budget savings of approximately $8M while providing dealers with more robust marketing assets including fully branded, pre-approved websites, social media content, customizable print ads, radio scripts, and TV commercials as well as event materials, collateral, branded merchandise and premium items at lower costs. We also managed communications to the Dealers to support the dealer standards program, which included webinars and monthly newsletters with tips on how to earn President’s Club status and monthly communications for their 120th Anniversary. ThinkingKap also helped to develop and execute a Voice of the Next Gen contest to engage younger consumers with the brand and help New Holland leverage its relationship with country superstars Florida Georgia Line.