The I Has It

The speed and power of the John Deere Gator RSX 850i Crossover Utility Vehicles (XUV) made it a whole new Species of Gator.

This walk around is about what made the 850i the top of the food chain.

While the RSX is now extinct, this product feature captures the story of the product well, sat on the model page of the RSX and was displayed at shows and events.

You can almost hear it's strong, throaty growl.

John Deere 7IRON PRO Commercial Mower Decks are the epitome of great engineering. In this digital commercial, you can see why Nothing Runs Like a Deere and how other Mower Decks are sheep by comparison.

This Product Overview-like Digital Commercial ran at GIE (The big, National Landscaper Show and Expo) in the John Deere Booth, augmenting the experience and calling out key feature sets.

The Golf Team came to us to help them relaunch a huge innovation in Golf Course Maintenance Managent, OnLink.

The “If it’s on your mind, it’s Onlink” campaign was born.

The campaign included a collection of stories and has become a cornerstone of the John Deere Golf booth at the Golf Course Superintendent Association Conference and Tradeshow.

The booth won Gold TOCCA Awards several years running with a virtual walk around experience that was second to none.

Every facet of the customer journey was covered, including event booths, print ads, brochures, emails, social media and digital banners as well as product feature shorts at shows, and on the product model page to help superintendents and sales people alike learn about the customer benefits and experience.

All with a call to action asking the question, “How do you want to connect today?”

TPC Deere Run is Connected is one of the stories from the OnLink collection. This featured documentary style presentation helped tell OnLink's story in a compelling, real way.

This style of storytelling is one of my favorite ways to tell stories. Through the eyes of your customers.

OnLink adoption by the best Golf Courses in the world continues to grow. The product name has changed to ProGolf. It's OnLink roots still abide.

Office Ours Inc is a regional shared office space building management company in the Triangle Area, providing fully furnished office spaces, affordable short term leases that include internet, electricity, heat and ac, printer services and conference room access for small businesses. They are about to purchase Building Number 6 and all of their offices are over 95% full. Way to go Office Ours.

I helped Office Ours launch about 8 years ago. The original web content can still be found in a couple of places and while the million-dollar design (that cost a small fraction of that number) is no longer present, the logo and tagline are still at this brand's foundation. Plus, I still get to consult with them now and then and do blog projects on occasion. I even have a virtual office myself.

I look forward to bringing the brand look and feel back into their website and communications in 2027. Stay tuned.

In the world of IBM Middleware Software, meet Ned, the IT Guy who gets it done, and Gil, a well meaning foil who addressed problems in a problematic manner over and over again.

We documented their adventures in direct mail packages posing as comic books and other engaging materials where a solution goes wrong, leaving Ned as a hero, implementing IBM Middleware Software. The entertainment value was high and the results even stronger.

The use of a Heroes-like TV Show opening scroll to position IT guys as super beings with special abilities thanks to the knowledge contained in an a special offer compiled by IBM made Ned look like a real hero. Again.

These kinds of local Addy Award-winning ideas had campaign-leading response rates and helped IBM Middleware Software move the needle forward within the Take Back Control Campaign in North America.

The idea for the campaign came out of Ogilvy's NY office. I worked on the direct mail and digital marketing out of Ogilvy's Durham office with my teams building out continuing adventures, executing mail packages, brochures, emails, digital banners and landing pages to great result. And engagements. And sales.

I work with Logical as a Director of Content on creative strategy, branding, storytelling, social media, blogs, case studies and content services. Part time.

No matter what the service is, they tell a smart story about how, "The Constant is Results."

We have had wonderful success with Logical and Logical clients developing websites, landing pages, strategies, content and social media posts, as well as Google Ads, and Paid Social Media campaigns.

Terrific agency. Privilege to work with them. Check out the latest:

LinkedIn

Website

Blog Posts

Salix was launching a new Ulcerative Colitis Medication called Apriso and asked Micromass for help.

We developed a powerful story with a website about how to live with Ulcerative Colitis as well as important medication information.

The site included at launch articles about diet and stress as well as FAQs on how to live with ulcerative colitis during flares and while in remission.

The website also became the backdrop for an important story by inviting patients to enjoy where they were and what they were doing, instead of fearing a flare.

The focus was on all the right places. 

Because 65% of the patient population was female, the narrative focused on real life situations from a women's perspective.

The only thing you need to know on a first date. Is do you really like him or not.

All you really need to worry about at the beach. Is how to get the sand out of your bathing suite without anybody else knowing.

The most important thing when you are out on the town with friends. Should be having a great time.

Thanks in part to a successful launch, 18 years later, Apriso represents 10% of the revenue for Salix.

Government special bid purchasing is often defined by time-consuming processes, overstuffed folders, and paperwork that can feel messy and scattered across desks and departments.

This campaign uses the visual metaphor of reams of paper, dense folders, and documents everywhere to represent the traditional special bid process, with John Deere Contracts positioned as the force that clears the clutter and simplifies the path to purchase.

Developed to target government procurement administrators, the Object Is Simplicity campaign shows how John Deere Contracts reduce administrative burden, streamline compliance, and help agencies move from request to acquisition more efficiently.

Across all creative, chaotic stacks of paper and file folders are cleared away to reveal an organized, direct procurement path to the equipment agencies need.

Tactics included mailings to state and local government agencies, print ads and animated digital display ads targeted at state and local government agencies. Contract sales increased year-to-year over the course of this 12-year campaign.

Micromass wanted to increase awareness of its brand at one of the largest pharmaceutical tradeshows in the south. We engaged attendees to build their own comics based on the unique artwork of New Yorker Cartoonist Leo Cullum. Users could then share their ideas with their friends and colleagues.

The more laughs that were created , the more word got out.

This video leveraged Collum's artwork to help Micromass explain one of its core tenants of brand engagement at the show, Listen. Listen to what your customers are saying. Pay attention. Don't get so caught up in your world that you miss where they are and what they need.

Rule #3 of the Way to Engage: Listen.

Listen. Listen. Listen.

Meet Chum and Chad Howe of Ross Peak Ranch. This father son team have figured out over the last thirty years how to get things done right.

This story is one of seven Gator Owner stories about men and women, living for what they do and achieving excellence along the way.

These stories lived on Deere.com, played at shows and events, were featured in digital ads and social media ads.

Gator sales ticked up, and this documentary-style of storytelling is a standard at John Deere today.

This spot tackles a simple question, “What’s it like playing Pinehurst?”

The answer is emotive and thought provoking. Walk with us into the mind’s eye of a golfer where a feeling of timeless excellence and storied history is expressed visually somewhere between 10,000 yesterday’s ago and the here and now.

The spot is all about Pinehurst golf with John Deere’s presence through its partnership with Pinehurst called out on the final frame along with a glimpse of equipment throughout the journey.

Join me with this walk through time. The spot ran on a CBS and the Golf Channel two years in a row during the John Deere Classic, being another example of how John Deere Golf is Trusted by the Best .