Fennig Equipment: Cultivating a Digital Marketing Strategy for Growth
McCracken partnered with Fennig Equipment to develop a comprehensive, 12-month marketing plan, turning their internal marketing efforts into a cohesive, actionable roadmap. Together, we created a practical strategy to amplify their brand presence, streamline their content workflow, and implement tracking tactics to tie marketing to revenue.
STRATEGIC MARKETING DEVELOPMENT • TEAM EMPOWERMENT • CONTENT PLANNING
About
Fenning Equipment
Fennig Equipment is a family-owned equipment dealership based in Coldwater, Ohio. Started in 2011 by Gary Fennig, the business quickly grew from a small operation to a successful dealership, known for its deep product knowledge, exceptional service, and commitment to building lasting relationships with customers.
The Challenge
Fennig Equipment had strong owned channels but no cohesive plan tying activity to business goals and revenue. With marketing largely concentrated in a one-person role, their marketing efforts were creating bottlenecks and reactive execution. This made it difficult to link specific marketing tactics to leads and sales, measure ROI, and prove efficiency gains.
The Solution
McCracken built a practical, 12-month marketing plan that the Fennig team can run in-house. We clarified messaging, set channel cadences around seasonality, and created a shared content calendar. We also put simple tracking in place, defined roles and meeting rhythms for a one-person lead, and packaged everything in templates.
Implementation
We kicked off with a planning workshop to align goals, audiences, and metrics, then turned that input into a 12-month, channel-by-channel plan. We clarified mission and vision statements and simplified messaging to quickly communicate what sets Fennig apart and guide future content. We also audited their current best-performing marketing efforts, YouTube, the weekly enewsletter, and the Talking Shed podcast, and set an editorial calendar around seasonality and FAQs.
To drive efficiency and measurement tactics, we established a monthly planning cadence, a role-based workflow, a KPI dashboard, and tracking metrics. We also equipped the internal marketing lead with checklists and meeting rhythms to efficiently run day-to-day activities. Our deliverables included:
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- 12-month marketing plan
- Message bank
- Content calendar
- Campaign brief templates
- Recommended channel mix
- Posting frequencies
- Reporting
Results
Through our collaborative process, we delivered a clear, 12-month, actionable roadmap for Fennig Equipment. The new strategy provided them with the tools to:
- Create a stronger brand presence: With clear messaging and a consistent channel cadence, Fennig is positioned as a trusted partner in agriculture, leveraging their strong industry knowledge and exceptional service.
- Drive efficiency: By implementing a cohesive content calendar and workflow, the Fennig team can proactively plan and execute marketing tactics, freeing up valuable time and resources.
- Demonstrate ROI: With new tracking methods, Fennig will be able to attribute conversions and revenue to specific marketing channels, allowing them to optimize their spend and focus on what works.
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