Crazy Lenny's Epic Employee Nurture Campaign
A 3-part weekly email flow targeting Epic Systems employees to drive in-store test rides. The campaign uses a 1-to-1 personal message style — rather than a traditional mass marketing format — to work around Epic's restrictions on direct vendor marketing partnerships.
Campaign Overview
| Attribute | Detail |
|---|---|
| Client | [1] |
| Target Audience | Epic Systems employees (Dane County, WI) |
| Goal | Drive test ride visits to the store |
| Format | 3 emails, sent weekly, personal 1-to-1 style |
| Status | Drafted; pending final review by Steve Lindenau and Evan |
Why Epic Employees
Crazy Lenny's is located approximately 6 miles from Epic Systems' campus. Epic prohibits direct vendor marketing partnerships, so the campaign is designed to look like a personal outreach from a sales rep rather than a branded blast. Epic employees are largely Dane County residents — a key detail used in the messaging.
Email Structure
Email 1 — Who We Are
Introduces Crazy Lenny's and establishes credibility.
Approved edits:
- Add: "In business since 2013 — one of the first and one of the largest e-bike-only stores in the United States."
- Remove: The "2-minute bike ride" travel time estimate (store is actually ~6 miles from Epic campus — inaccurate and potentially trust-damaging).
Email 2 — Why an E-Bike Makes Sense
Makes the case for e-commuting, tailored to the Epic employee context.
Approved edits:
- Add a point about Dane County's superior bike infrastructure: the county is well above average for bike commuting layout, making e-commuting a practical choice for most Epic employees who live in the area.
Email 3 — Drive Urgency / Come In
Pushes the final call to action: visit the store for a test ride.
Status: Approved as-is. No edits requested.
Key Messaging Principles
- Credibility first: Longevity (since 2013) and scale (one of the first/largest e-bike-only stores in the US) signal trustworthiness to a tech-savvy audience.
- Local relevance: Dane County's bike infrastructure makes the e-commute pitch concrete and specific, not generic.
- Personal tone: Emails should read like a direct message from a team member, not a newsletter. No heavy branding, no mass-blast formatting.
- Single CTA: Each email drives toward one action — come in for a test ride.
Content Scope Note
All Crazy Lenny's marketing — including this campaign — is scoped to bikes only. Scooters, Vespas, and other non-bike products are explicitly out of scope. See [2] for rationale on the scooter exclusion.
Next Steps
- [ ] AAG drafts all three emails incorporating approved edits
- [ ] Share drafts with Steve Lindenau and Evan for final review
- [ ] Launch sequence once approved
Related
- [3]
- [4]