Project Description


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  • website design

napkin marketing managed digital marketing and PPC for Raymond Johnston Equipment, along with developing email newsletters and print ads.

Client: Johnston Equipment

Challenge: Johnston Equipment is the largest business-to-business materials handling solutions expert in Canada, providing proven solutions to boost efficiency and productivity in the industry. As the only Canadian forklift dealer for Raymond and BT brands, Johnston Equipment offers forklift rentals, sales, parts and services for lift trucks, fleet management services, automated systems and storage solutions. For more than 60 years Johnston Equipment has experienced consistent growth in the materials handling industry. In2017, the company looked to napkin marketing for its expertise in creating a comprehensive B2B marketing and advertising campaign to promote its product and service offerings. In addition, Johnston Equipment required significant updates to its current website and looked to increase its SEO.

Audience: With 12 strategically located offices across Canada, Johnston Equipment’s audience is as wide as it is varying. Target customers include those in need of solutions in the warehousing, distribution, supply chain logistics and materials handling industries.


Marketing Strategy: While B2B marketing techniques rely on the same common principles as consumer marketing, B2B marketing is focused on price and profit rather than popularity, emotion status. napkin marketing created a custom three-tiered marketing and advertising campaign to speak directly to its target audiences. The marketing mix included targeted e-mail communications, print and web banner ads, and custom landing pages built to promote its brand and form valuable relationships and lasting customers.

Content Strategy: napkin marketing created a series of three (3) custom MailChimp templates, each with its own look and feel, for a fully branded email marketing campaign for specific applications. Each email is responsive,so campaigns look great on any device. One template is used for informational communications to customers and prospects, another is focused on its rental business line, and the third is used for parts promotions

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