---
title: Crazy Lenny's Epic Employee Nurture Campaign
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-09-crazy-lennys-marketing-call-120856875.md
tags:
- email-marketing
- nurture-campaign
- epic-systems
- crazy-lennys
- e-bikes
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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** | [[wiki/clients/crazy-lennys/_index\|Crazy Lenny's E-Bikes]] |
| **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 [[wiki/clients/crazy-lennys/_index|Crazy Lenny's]] 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

- [[wiki/clients/crazy-lennys/_index|Crazy Lenny's Client Overview]]
- [[wiki/meetings/2026-02-09-crazy-lennys-marketing-call|Feb 2026 Marketing Call]]