The situation

An official Harley-Davidson franchise has to sound like Harley-Davidson and still sell to its local customers. The dealership needed promotions for new bikes, service, upgrades and events, each with different information to get across.

What I noticed

The brand standards were the foundation, not the constraint. The room to win locally was in clear offers, well-timed events and giving riders reasons to come back between bike purchases.

What I did

  • Kept offers clear. The model-year clearance campaign put models and prices into one consistent layout that was easy to compare, within Harley-Davidson’s visual identity.
  • Marketed beyond the bike sale. Winter service and upgrade specials gave existing riders a reason to return, extending the marketing mix past the new-bike purchase.
  • Turned events into campaigns. Email and event material, such as the October Bike Fest, brought offers and event information together for the dealership audience.
  • Owned the full remit. Research, strategy, budget, creative, copywriting, website, CRM, social media and events, coordinated through approval sheets for listings and finance creative.

The work, with context

Select an image to enlarge it.

Winter service campaign
Winter specials: service and upgrade offers presented as customer communications beyond a new-bike purchase.
Motorcycle clearance campaign
Model-year clearance: models and prices organized into a consistent promotional layout.
October Bike Fest email
October Bike Fest email: event and offer information brought together for the dealership audience.
Dealership campaign approval sheet
Campaign approval sheet: the coordination behind listings and finance creative.

What happened

Road & Sport was named Dealership of the Year out of 52 AU/NZ locations, a whole-team win I was proud to contribute to as its marketer. Social and influencer engagement grew 75%.

What I’d bring to your team

The ability to carry a global brand through local, day-to-day campaigns that give customers a clear reason to act.