Overview
John Deere
The national technician recruitment campaign raises awareness for career opportunities as a mechanic for John Deere dealerships across the United States and Canada. The challenge? Find one message to connect with three target audiences—high school graduates, mid-career mechanics looking for a career change, and active-duty military personnel, veterans, and spouses.
First-year
High school graduates have their whole lives in front of them. A job working as a John Deere Mechanic gives them the opportunity to take charge of their own destiny.
Mid-Career
For someone looking to make a change, this audience can make a proactive decision to join the best in the business and know it’s not just a job—it’s a career.
Military
Active-duty military personnel, veterans, and their spouses are full of pride. They want to decide what their future looks like and joining this program gives them the opportunity.
Phase 1
Campaign Creative
Working with your hands evokes ownership, control, and pride. The same goes for proactively pursuing a career. With this direction, we focused on the hands of the technician, illustrating success as a John Deere dealership technician.
The creative included nearly 200 assets, including animated and static digital banner ads, rich media, billboards across 20 military bases, radio spots, and video ads.
Dealer Support
To support the national media campaign, we created print collateral and supporting materials for recruitment efforts, including a recruitment postcard, informational flyers, and more. These materials provided more detailed information for an interested candidate.
phase 2
2025 campaign update
John Deere engaged us to assist with a refresh to the recruitment campaign for 2025 for the mid-career and military audiences. In addition to a visual refresh with new photography and videography based on our creative direction, we looked closely at the messaging. The copy strategy builds excitement around the notion of being a John Deere dealership mechanic.
Mid-Career
Become a Dealership Mechanic.
Your future is in your hands.
Get the high-quality training, competitive pay, and benefits you deserve to service some of the best equipment in the industry.
Military
Become a Dealership Mechanic.
Your future is in your hands.
Receive the specialized training to service some of the best equipment in the industry, while working side-by-side with a team that keeps the world up and running.
