Watershed Launch Event
HEVI hosted a product launch in collaboration with the Watershed Institute in Pennington, NJ, where they unveiled their newest electric heavy equipment models - the H65L and the H55L electric wheel loaders. I led the marketing strategy, event logistics, and follow-up communications to ensure a smooth, well-attended launch that highlighted HEVI’s commitment to sustainable innovation.
-
HEVI Corp
HEVI is a pioneering manufacturer of electric heavy equipment focused on delivering high-performance, sustainable machinery to industries worldwide. With a vision of creating cleaner, greener job sites, HEVI’s product line includes electric wheeled loaders, excavators, and more, designed to reduce emissions and increase efficiency.
-
Content Marketing Manager
Event Marketing Manager
Exhibitor
Photographer & Videographer
-
October 2024
-
Event Marketing & Email Strategy: Designed and executed a targeted email campaign to invite industry partners, sustainability advocates, and key stakeholders, tracking RSVPs and engagement metrics to maximize attendance.
Event Planning & Logistics: Coordinated all aspects of the launch, including moving equipment to the venue, catering, parking, attendee gifts, and on-site setup.
Content Creation: Authored the official event blog post, highlighting the new electric loaders, their features, and HEVI’s leadership in sustainable heavy equipment.
Visual & Interactive Assets: Produced presentations and visual aids to showcase the H65L and H55L’s features during the event.
Post-Event Follow-Up: Managed email communications post-launch to thank attendees, provide additional product information, and generate leads for the sales team.
Collaboration: Worked cross-functionally with leadership, technical teams, and The Watershed Institute to align messaging and event goals.
-
Successfully launched HEVI’s newest electric heavy equipment to key industry stakeholders.
Generated actionable leads for the sales team and increased brand visibility in the sustainability space.
Provided attendees with an immersive experience showcasing zero-emission, high-performance loaders.
-
Email Campaigns
4-Journey Strategy:
Pre-Event Invitations: Segmented by sales rep to avoid duplicates, with automated RSVP tracking that moved contacts between journeys
Waitlist Management: Backup system for capacity overflow with priority handling
RSVP Reminders: Smart timing logic prevented irrelevant reminders based on signup date
Post-Event Follow-up: Targeted messaging based on attendance status—photos/feedback requests for attendees, "missed you" recaps for no-shows, and announcement highlights for non-RSVPs
Key Execution Details:
CRM integration with tag-based segmentation by sales hierarchy
Automated journey transitions based on form completion
Event check-in tracking for personalized follow-up
Strategic funnel directing to the blog post for broader announcement reach.
Post Event Analysis
Blog Post
Following the event, I authored a comprehensive event recap that showcased HEVI’s successful launch of the two new electric wheel loaders at the Watershed Institute. The post highlighted the milestone significance of these zero-emission alternatives to diesel equipment, featured executive quotes, and positioned HEVI as an industry leader in sustainable heavy equipment innovation. The article emphasized the environmental and cost benefits of electric machinery while reinforcing the company’s commitment to transforming the construction and waste management industries through eco-friendly solutions.
Impact
The launch event itself was a strong success, achieving 80% attendance from RSVP’s despite cold weather and the threat of rain. Attendees had the opportunity to experience the equipment firsthand by sitting in the cab during the event.
A limited-time offer to upgrade purchases of the old GEL-5000 model to the new H55L was also a great incentive, pushing several open sales opportunities to schedule calls with their sales rep to solidify their purchase for the new equipment.
Key Result
HEVI’s parent company, Greenland Technologies Holding Corporation $GTEC, saw a 21% stock price increase following the event coverage.
Pre-event stock price: $2.32
Post-blog publication: $2.81 (21% increase)
Timeline correlated with the marketing efforts following the event.
Event Gallery
Event Gallery
These are a few of the photos taken at the event, showcasing the equipment and giveaway items we had out for attendees after the event.
Retrospective
Real Talk
Like any good event, we had our fair share of learning moments. Our RSVP form decided to take a nap right when we launched (thankfully, this was caught fast and remedied immediately), and Mother Nature threw us a cold, windy October day for our event.
If We Could Do It Again:
The paper chase - Our printed attendance lists became origami in the wind, and we definitely missed tracking a few walk-ins who showed up without RSVPing. Next time? Digital check-in all the way.
Seating strategy - We went a bit overboard with chairs for our actual turnout, and people naturally spread out, making our video footage look like a ghost town. Lesson learned: less is more, and maybe some gentle "sit up front" encouragement!
Demo dreams - We found out way too late that our venue partners weren't cool with full equipment demos on-site. Next time, I'd nail down those details in advance or have a backup interactive experience ready.
Invite list refinement - One of our sales reps was using this as cold outreach (bless their hustle!), but we learned this worked better for warm prospects who were already interested but needed that extra push to engage.
Milk it more - We only sent one follow-up email about the event, but honestly? We could have squeezed more value out of that content and kept the conversation going longer.
The Silver Lining: Even with all the hiccups, our post-event blog coverage helped drive that amazing 21% stock bump. Sometimes the best marketing happens after the event itself!