CRANE PUMPS & SYSTEMS | CASE STUDY
Barnes Alliance
Program Campaign
The Barnes Alliance Program is a distributor-focused initiative built around the Barnes product line. I developed the campaign behind it, from figuring out how we talked about the program to creating the social content, emails, literature, and sales materials used to support it.
CAMPAIGN CREATIVE
DESIGN
MESSAGING & COPY
SALES ENABLEMENT
BARNES ALLIANCE
PROGRAM LAUNCH
01 - OVERVIEW
Bringing the Barnes Alliance Program to life
The Barnes Alliance Program was created to strengthen the relationship between Barnes and its distributors. My job was to figure out how we actually talked about it.
I built the campaign around a simple question: why should a distributor care? From there, I developed the messaging, visual direction, social content, emails, and sales materials needed to introduce the program and give our sales team something useful to work with.
MY ROLE
SCOPE OF WORK
Campaign development across strategy, copy, design, and execution.
Program messaging, campaign visual system, social and digital content, email creative, and sales enablement materials.
ROLLOUT
Barnes distributors and distributor partners, supported by the internal sales team.
02 - STRATEGY & MESSAGING
Building the campaign foundation
AUDIENCE
Distributors, and the sales team that talks to them.
The campaign needed to work for both. Distributors needed a quick reason to care, while sales needed a clear, consistent way to explain the program without reinventing the pitch every time.
POSITIONING
A stronger partnership with Barnes.
Rather than overcomplicating the program, I centered the campaign around what distributors get from the relationship: support, resources, and a closer connection to the Barnes team.
MESSAGING DIRECTION
What it is. Why it matters. How to get started.
Those became the basics behind the campaign. Whether someone saw a social post, opened an email, or received a flyer from sales, the program should make sense without needing a long explanation.
03 - SOCIAL MEDIA CONTENT
Built for the feed
I created the social content to introduce the program in smaller pieces instead of trying to explain everything at once. Some posts introduced the Alliance Program, while others focused on individual benefits, products, or the distributor relationship.
PROGRAM ANNOUNCEMENT
Introduces the Alliance Program and gives the audience the big picture.
BENEFIT HIGHLIGHT
Breaks individual benefits into simple, easy-to-scan posts.
PARTERNSHIP CONTENT
Keeps the focus on the relationship between Barnes and its distributors.
SHORT-FORM VIDEO
Turns campaign creative into motion content that feels native to social.
04 - EMAIL MARKETING
Awareness, then a clear next step
Email gave us more room to explain the program than social, without turning it into a wall of information. I used the same visual system and messaging from the larger campaign so each send felt connected, whether it introduced the program or focused on a specific benefit.
PURPOSE
Introduce the Alliance Program and give distributors a reason to join and learn more.
CONTENT
Program messaging, benefit-focused copy, and campaign creative adapted for email.
DIRECTION
Give readers enough information to understand the value, then point them toward the next step.
05 - SALES & LAUNCH COLLATERAL
Give sales something they can actually use.
FLYERS
PRODUCT LITERATURE
The campaign couldn’t stop at social and email. I also created the materials sales needed to introduce the program in conversations, at events, and during follow-up.
Flyers, product literature, presentation materials, event collateral, and distributor-facing pieces all used the same visual system and messaging, so the program stayed recognizable no matter where someone encountered it.
EVENT COLLATERAL
CHANNEL PARTNERSHIPS
06 - OUTCOME
The biggest outcome was consistency. The Alliance Program now had its own look, a clear way of explaining its value, and a set of materials that could actually be used across marketing and sales.
What the campaign established
A visual system that gave the Alliance Program its own presence while still feeling like Barnes.
A defined identity
Clear value messaging
Straightforward messaging around what the program offers and why distributors should care.
Pieces the sales team could pull into conversations, presentations, events, and follow-up.
Sales-ready tools
Reusable Assets
Templates and campaign assets that made it easier to create new materials without starting from scratch.