Kidman Angus
Client: Kidman Angus
Bringing the right buyers to the annual sale for a local Angus Stud breeder, year after year.
Kidman Angus is an Angus stud based near Gilgandra, run by Randall and Kylie Carlow and their family. Known for breeding docile, fertile and productive Angus bulls, they’ve been selling genetics to breeders across eastern Australia since 1994.
Their annual sale attracts repeat buyers, but when it came to promoting that sale and sharing their story, they wanted a hand.
Services
Custom graphic design project, including event photography, editing, and copywriting.
The Challenge
Kidman Angus first approached me in 2023 to design and write their sales email newsletter. They’d noticed many studs were using email as part of their marketing and felt it was something they needed to start doing too.
What began as a simple electronic direct mail (EDM) quickly evolved into a longer-term collaboration to help them present a more professional, consistent face across their advertising and communications.
The goal is simple: to tell the Kidman Angus story well – clearly, consistently and professionally – and to reflect their passion for productive bulls, and their dedication to the industry.
The Deliverables
Since 2023, I’ve worked closely with Randall to design, write and send regular EDMs to their growing email list in the lead-up to their annual bull sale.
These emails go out over a 4–5-month period each year, and include sale and open day announcements, bull previews, and industry insights – always written in the straight-talking tone that Kidman Angus buyers appreciate.
Beyond the emails, I’ve designed their print ads, photographed their 2023 and 2024 bull sales (capturing the people and the bulls), interviewed buyers at the annual sale, and contributed to their broader communications and marketing strategy.
Email open rates have consistently outperformed industry averages, and their buyer feedback has been clear — the emails are relevant, timely and to the point.
“Danielle helps us structure our information and create a clear, professional way to get our message out to clients. Her eye for detail helps us keep the one per-centers in check.”
Randall Carlow
Director, Kidman Angus
What I love about this
I love working with ag businesses to help them tell their story well.
Randall and Kylie are exceptional at what they do, and incredibly passionate about their bulls, but they don’t always find the selling part easy.
That’s where I come in.
I bring clarity, professionalism and a bit of spark to their communications, so they can simply focus on what they do best: breeding great bulls.
