Small Dog Helps Global Irrigation Leader Create Success Stories that Drive Sales & Influence Conservation

Rain Bird is a leading manufacturer and provider of irrigation products and services worldwide. Since 1933, Rain Bird has been dedicated to The Intelligent Use of Water™, developing innovative irrigation technologies that use water in increasingly efficient ways. Rain Bird products are used across the globe to support the irrigation of green spaces, landscapes, agricultural land, sports fields, and more.

CHALLENGE

Rain Bird wanted a better way to showcase their impressive portfolio of irrigation projects, from neighborhood parks to professional sports stadiums and iconic international landmarks. They had a process for creating Customer Success Stories, or case studies, but it was largely left to the sales team to execute. The finished deliverables were often inconsistent in length, focus, and voice, which was potentially confusing to prospective customers. Rain Bird needed a reliable partner who could streamline story creation while freeing up time for the sales team to focus on new business.

Key Objectives

SOLUTION

Rain Bird wanted a better way to showcase their impressive portfolio of irrigation projects, from neighborhood parks to professional sports stadiums and iconic international landmarks. They had a process for creating Customer Success Stories, or case studies, but it was largely left to the sales team to execute. The finished deliverables were often inconsistent in length, focus, and voice, which was potentially confusing to prospective customers. Rain Bird needed a reliable partner who could streamline story creation while freeing up time for the sales team to focus on new business.

THE SOLUTION

In 2021, Rain Bird partnered with Small Dog Creative to develop new Customer Success Stories and refresh existing ones for publication on the Rain Bird website. Small Dog brought a combination of expert project management and exceptional creative and copywriting services to the task. In just two years, we helped Rain Bird create nearly 40 new success stories and refresh more than 50 legacy reports with high-quality storytelling.

The Approach

Standardize The Process

The Small Dog team initiated a repeatable process to capture the details of compelling irrigation projects and bring each story to life. We developed a standard design template to ensure all stories had a similar look, length, and tone of voice. Our efforts included one to two interviews with Rain Bird’s sales reps and clients, copywriting and design, and corresponding social media posts. We also assisted with securing permissions for the content and images.

Support Sales

Small Dog introduced a project management platform to track communications, progress, and approvals for each success story in real time. We also developed a first-of-its-kind online “Design Center” where Rain Bird sales reps can quickly and easily request new Customer Success Stories or other marketing collateral. The Design Center eliminates bottlenecks and puts high-quality, professional content at Rain Bird’s fingertips. Sales reps know exactly where to lean when they are in need of a polished, professional piece to impress potential leads.

Inspiring Customers, Influencing Conservation

The Results

Rain Bird can now showcase the real-world application of their products around the globe—from California to Dubai. The Customer Success Stories underscore Rain Bird’s contributions to water conservation and influence policymakers on critical irrigation decisions for prominent accounts such as cities, schools, and government properties. These stories not only highlight the hard work of Rain Bird’s team; they provide powerful marketing collateral for every party involved in the irrigation project. Equipped with fresh and compelling material, the sales force now has time to focus on what they do best: inspiring customers to choose Rain Bird as their trusted irrigation provider.

Inspiring Customers, Influencing Conservation

The Results

Rain Bird can now showcase the real-world application of their products around the globe—from California to Dubai. The Customer Success Stories underscore Rain Bird’s contributions to water conservation and influence policymakers on critical irrigation decisions for prominent accounts such as cities, schools, and government properties. These stories not only highlight the hard work of Rain Bird’s team; they provide powerful marketing collateral for every party involved in the irrigation project. Equipped with fresh and compelling material, the sales force now has time to focus on what they do best: inspiring customers to choose Rain Bird as their trusted irrigation provider.

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— Jane Doe, Company Name