Clear Ridge Fabrication
- Marketing Strategy
- Website
- Social Media
- Advertising
The Brief
“We want to sell to more than just local, or more than word of mouth.”
Clear Ridge Fabrication had built a strong reputation among the farmers who had seen, used and trusted their products firsthand. Their business had grown through word of mouth, local relationships and a loyal customer base who valued the quality, innovation and practicality behind every CRF build.
But the opportunity was bigger than local recognition.
CRF came to Straight Lines Design & Marketing ready to take the next step: to strengthen their brand presence, reach farmers beyond their existing network, and create a more professional, consistent way of showing up across their website, social media, field days, advertising and customer communications.
The goal was clear , help more farmers understand who CRF are, what makes their products different, and why working with the Boyd brothers is about more than just buying machinery. It is about trust, safety, innovation and practical solutions built for real Australian farming conditions.
The Solution
A 12-month strategy to build awareness, trust and momentum.
We developed a strategic 12-month marketing direction designed to elevate the CRF brand and support long-term business growth. We review this annually and report on it monthly.
At the centre of the strategy was a stronger, clearer message: what farmers love about CRF products, why they trust the team behind them, and how CRF is helping make everyday operations safer, smarter and more efficient.
This messaging shaped the way CRF presented across every touchpoint — from the website and social media content through to field days, advertising campaigns, customer testimonials, email marketing and product communications.
A key part of the solution was refining the overall presentation of the brand. CRF already had a strong logo, colours and reputation, but the business needed a more cohesive marketing presence that reflected the quality of the products they were producing. We focused on creating a brand experience that felt professional, practical and farmer-focused, while still staying true to the down-to-earth nature of the CRF team.
The Delivery
To bring the CRF strategy to life, we delivered a full suite of marketing support across digital, print, events and customer engagement.
This included:
- A new CRF website with a fresh, modern look, clear product information, specifications, videos and lead-capturing enquiry forms.
- Database growth through online forms and Mailchimp, helping CRF capture enquiries, build their audience and communicate with customers more consistently.
- Monthly newsletters to the CRF database, keeping customers informed, engaged and connected with new products, updates, field days, events and community initiatives.
- Tailored customer nurturing email sequences for each CRF product, using scheduled emails triggered by tags to meet customers at the right stage of their buying journey.
- Farmer testimonial videos showcasing real customers who know, use and support CRF products, helping build trust with new audiences.
- Meta advertising campaigns with their own monthly strategy, using farmer testimonials, product content and remarketing ads to reach farmers across Australia and keep CRF front-of-mind.
- Customer presentation packs for testimonial participants, including CRF merchandise and a framed photo of each farmer with their machine.
- Updated photography and video content to give CRF a stronger, more professional visual presence across all platforms.
- A more consistent social media presence across Facebook, Instagram, TikTok and YouTube, with regular content showcasing CRF products, farmers, field days and the team behind the brand.
- The 2026 CRF farmer photo competition and calendar campaign, where we created and sold CRF calendars, with a donation made to Dolly’s Dream Foundation.
- A refreshed field days fit-out, including new signage, branded materials, giveaways and merchandise to create a stronger on-site presence.
- Demo day support, including promotion, planning and follow-up activity to help farmers see CRF products in action
- Community sponsorships, including the local show, rodeo and chicken races, helping CRF give back to the community that continues to support them.
This work has provided Clear Ridge Fabrication with a stronger and more consistent market presence, one that reflects the practical value of their products, supports their sales goals and creates a clear foundation for continued growth across the agricultural sector.
