B2B Marketing Lead: Holistic Campaign Strategy + Brand Refresh (Direct Mail & Digital)

Project Overview

We are a premium-priced manufacturer of a specialized print product for the automotive industry. We operate in a market of generic alternatives, but our product offers a distinct premium advantage. We are looking for a Marketing Consultant / Lead to help us scale new account acquisition.

The Challenge

Our target market (Car Dealerships) is a unique mix of "old school" business mentalities and modern digital operations. We need a partner who can design a holistic acquisition strategy that integrates both print and digital campaigns.

Crucial Note: Our current brand identity is dated ("old school"). We do not want to use our legacy assets for this campaign. We need a Brand Refresh as part of this project—not a full enterprise rebrand, but a modern, premium "Visual Identity Guide" (mood board, typography, look-and-feel) that our internal designers can execute to elevate us from "Legacy Manufacturer" to "Premium Partner."

Our Capabilities (Your Toolkit)

We are the manufacturer, not a reseller. We have full in-house capabilities that you can leverage for your campaigns:

• Variable Data Printing: We can handle personalization at scale (e.g., printing specific dealership names on a sample).
• In-House Graphic Design: We have design resources internally; you will need to direct the strategy, copy, and visual identity, but you don't need to be the production designer.

The Talent Need

We need a "Doer-Strategist" who will

• Develop a Multi-Channel Strategy: Create a plan that hits our prospects via Direct Mail (primary), Digital/Online, and Lead Nurturing.
• Refresh the Visual Identity: Define a new, premium look for the brand that matches our high price point.
• Unify the Experience: Ensure a cohesive voice and look across all touchpoints, from the physical sample packet to the digital retargeting ad.

Project Structure & Compensation

We intend to structure this engagement as a high-impact Strategy, Branding & Copywriting Project. We will handle the final production design and physical execution internally based on your blueprint.

Phase 1: The Blueprint (Fixed Price - Est. $2,500–$3,500)

This phase is split into two sequential milestones.

Milestone 1: Strategic Brief — Hook, Messaging, Offer & Feasibility (~50% of budget)

• Deliverable: A strategic brief defining the unique “Hook”—the psychological angle that will cut through the noise of a busy dealership. This includes the core messaging pillars and the specific offer structure (the “irresistible reason” to act).
• Approach: Furthermore, it outlines the actual approach (e.g., A/B testing; postcard vs. blank envelope vs. 3D-mail; Google Ads vs. Facebook Ads, etc.) to ensure the concept matches the hook.
• Feasibility & Costs: A clear breakdown of the required vendors (e.g., specific list brokers, software apps) and a detailed cost estimate for the campaign execution to ensure the concept is financially realistic before we proceed.

Note: We must be 100% aligned on the creative concept and the budget before proceeding to asset creation.

Milestone 2: Creative Assets, Brand Identity & Copy (~50% of budget)

Writing the actual text and defining the new visual look.

Deliverables

• Visual Identity Guide: A style guide/mood board defining the new premium look (fonts, colors, photography style) for our internal designers to follow.
• Direct Response Copywriting: Full professional sales copy for the physical mailer(s), envelope teaser (if any), website, online ad campaigns, etc.
• Strategic Wireframes: Rough sketches to guide our in-house design team on layout and hierarchy. Online platform constraints must be taken into account (e.g., using standard Shopify functions is preferred over custom programming).
• Implementation Checklist: A simple guide on how to execute the strategy (e.g., "Use List Vendor X, Set Shopify App Y to these settings").

Phase 2: Execution & Oversight (Hourly - Optional)

Once the Blueprint and Costs are approved, we are open to an hourly contract for oversight during the launch phase, but this is optional based on our internal capacity.

Requirements

• B2B Experience: You have a track record of marketing physical products to business owners (SMBs).
• Creative Direction: You are comfortable providing Art Direction (Visual Identity) alongside Copywriting.
• Offline-to-Online Mastery: You understand how to bridge the gap between a physical mailer and a digital conversion.
• Big Bonus: Experience selling to the car dealership industry and understanding how dealerships make purchasing decisions.

Please start your proposal with the word "PREMIUM".