Distributors and customers of Dover Fueling Solutions (DFS), a manufacturer of fuel dispensers and other products, had limited knowledge of an upcoming regulatory change that would change the way they do business. DFS wanted to position themselves as an industry resource, while increasing sales of their products related to the change.


Our messaging strategy focused on educating store owners about the regulations and the risks they could face if they didn’t upgrade their equipment. Our tactical strategy centered around a robust microsite that housed a variety of content that spoke to each audience and addressed their potential questions and concerns. Some of the content was gated in an effort to collect leads for the DFS sales team to follow up on. We emailed distributors with a guide addressing their specific needs, and encouraged them to contact their customers and share a link to the microsite to learn more.


278 leads
8,066 unique microsite visitors
4.6 average minutes on site