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Casey Mills

Social Media Manager
Swanson Russell

Casey Mills currently serves as the social media manager at Swanson Russell, where he oversees all client social media efforts, including discovery, insight, strategy, execution and management for the agency’s portfolio of B2B and B2C clients. In addition to working with SiteOne Landscape Supply, he has developed and executed social media strategies for Runza Restaurants, Textron Off Road, The Cattlemen’s Beef Board, The Propane Education & Research Council, E-Z-GO and other brands. Casey has previous led workshops at Can-Do Conference in Chicago and the PRSA Professional Development Conference in Omaha.

Casey Mills’s Session(s):


12:10 pm–12:55 pm — Wednesday, October 16, 2019

Engaging Niche Audiences: How SiteOne Landscape Supply Built a B2B Social Presence from Scratch

Landscape contractors and golf course superintendents can be some of the most notoriously difficult audiences to find, reach and engage on social media. There are very few usable interests that apply only these audiences that can also be used for social media targeting. And once you do figure out how to reach them, the threshold for relevant content is extremely high – this is an audience with a low tolerance for frivolity and a lot of expertise in their field.

SiteOne Landscape Supply is the nation’s largest and only national landscape supply company with over 500 branches in the U.S. and Canada. They wanted and needed a social media presence to match. Working together with the account team at Swanson Russell, the two companies have taken a brand from scratch to one of the most engaging brands on social media in the green industry. And we did it by bringing to life what could be considered some pretty dry topics – agronomic product applications, safety, and business tips.

Attendees will walk away from this session with:

  • Examples of successful social strategies for B2B companies
  • Actionable tactics in audience targeting and creative execution
  • Ideas for how to bring challenging topics to life on social media to engage their audience

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