In recent weeks I’ve been working with The Accapi Group, which represents Ruffwear in Europe – one of the world’s leading brands of canine products.

I’ve been working with them on a marketing email campaign for Ruffwear, to build awareness of the opportunity that performance dog gear can bring to outdoor retailers.

The aim of the campaign was to secure appointments by outdoor retailers on the Accapi/Ruffwear stand at trade shows.

The project consisted of a targeted email campaign over four to six weeks to outdoor retailers. The series of emails needed to follow the Ruffwear brand guidelines and to build upon key messages to achieve the campaign objective.

During the course of the project I worked with long-term friend and collaborator Jonny Legender who devised the copy for the campaign, with each email following a similar design template. The emails were then distributed across numerous mailing lists and also translated into German for their market as well as promotional flyers for use at the trade shows.