Randmar / Team

Dabertte Sanchez

Creative Marketing Manager

About me

I'm Randmar's Creative Marketing Manager. I lead our marketing across social media, email, ads and events, along with the content behind Randmar Academy. My focus is clear, consistent marketing that helps Canadian resellers and online sellers grow with Randmar.

02 / How we market

Randmar Marketing Philosophy

This is Randmar’s marketing philosophy: how we talk, what we promote, how we run social media, how we approach ads and how our brand looks. It applies to everyone who creates marketing for Randmar, people and AI assistants alike. When an older document disagrees with this section, this section wins. Randmar’s leadership keeps it up to date.

Why we market

When resellers succeed, Randmar succeeds. Everything we publish grows the Randmar Academy community and shows Canadian resellers and online sellers that Randmar is the partner that helps them win.

We promote the opportunity, not individual products. The goal is Academy members and active resellers. Showing the trusted brands we carry is fine, because that is what attracts sellers.
We start from the seller’s situation. A post or an ad earns attention by naming something the reader already feels. Randmar comes in as the answer, not as the opening line.
Every claim is real. If we say it, there is a part of the offer that backs it up.

What we say

Every message supports at least one of these:

Message	What it means
No upfront risk	No minimums, no contracts and no monthly fee for resellers.
Proudly Canadian	Stock stored and shipped in Canada: faster delivery and simpler returns. Randmar distributes in Canada only.
Trusted brands	Verified manufacturers and brand-name products buyers already trust.
Built to scale	Real-time inventory, Shopify and API connections that grow with the business.
A real network	Warehouses across Canada, the country’s largest couriers and more than 2,000 resellers.

Our promise to sellers: real brands through Randmar, and the know-how to sell them through Randmar Academy.

Who we talk to

Resellers and online sellers across Canada (Shopify stores, physical retail, government, buying groups) who want to sell trusted brands without minimums or monthly fees.
Manufacturers and brands looking for a controlled, low-friction channel to qualified Canadian resellers.

We call reseller buyers buyers, not customers.

How we sound

Canadian, practical and plain-spoken. Clear over clever. Lead with the benefit.
Confident, not boastful. State what we deliver and let the facts make the case.
Warm and human. Write like a person talking to a partner, never like a policy.
Words we avoid: cheap, guru, hack, revolutionary, synergy, disrupt, unbeatable, and hype in general.
AI tools are named ChatGPT Codex and Claude Code.
Our events are presented by Randmar Academy (Randmar Inc.). We live by the Three C’s: Collaboration, Consistency, Creativity.

We never

Post a price. Potential margin, using e-commerce pricing, is fine when it makes the case.
Invent people, quotes, testimonials or results, or use AI-generated images of people.
Reuse the same artwork on two platforms (public holidays aside).
Promise customization or branding services.

Social media: rhythm, posting schedule, platforms, rules

The rhythm

Every day: one industry-news post from randmar.io, and one post from the Academy and the Workbook (the current step series, new modules and exercises).
Plan one week ahead. The next seven days should always be covered.
Mix the formats: carousels, single images, short videos, and text posts on LinkedIn.
Extra posts can be added any day, on top of the schedule.

Posting schedule (Eastern Time)

Platform	Time	Days	Format
LinkedIn	8:30 AM	Every day	1200×1200. Cards, event photos and text-only posts. Industry news gets the article link.
Google Business	9:00 AM	Every day	1200×900. Short captions.
Community: Announcements	9:00 AM	Every day	Text only.
Community: The Workbook	9:00 AM	Every day	Text only.
Instagram	12:00 PM	Every day	1080×1350. Carousels welcome.
Facebook	1:00 PM	Every day	1080×1350. Real photography only, no carousels.
YouTube	5:00 PM	Wed, Thu, Fri	Wednesday short, Thursday long-form (6–8 min), Friday vertical clip.

Weekly themes: Wednesday short video · Thursday long-form YouTube video · Friday vertical clip · Saturday events promo · Sunday community post.

How each platform feels

LinkedIn: the professional one. Company news, events, milestones and industry news.
Instagram: visual first and energetic. The call to action is always “link in bio”.
Facebook: community and Canadian small business, with real photos.
YouTube: the destination for our long-form sessions.
Google Business: short, local and practical.

Rules for every post

No two posts in a row look alike. Reusing an idea across platforms is fine; reusing the artwork is not.
Make one, use it many times. One strong piece (a session, a blog post, an event) becomes clips, carousels, quotes and text posts across the week.
Every platform other than Instagram links to the live page. Events link to randmar.io/community.
Recurring events (Ecom Tuesdays, the coworking open house, tutoring) never show dates or times on the image or in the ad’s call to action; dates and times belong in the caption and on the event page.
Holidays: a warm “from all of us at Randmar” greeting. Closures and hours go in the caption, not on the image. Captions in English first, then French.

Ads

Lead with the seller’s problem, in their words. The offer only lands once they feel understood.
One idea per ad. A strong first line, one clear point, one call to action.
Real people and real places. Our leaders on camera at the Randmar warehouse, with real products in the background.
Fresh angles. When an angle stops working, we find a new one instead of repeating it louder.
No prices, no hype, no dates for recurring events.
Budgets follow capacity. When an event is close to full, we spend less on it.

Emails

Every email has a subject line and a preview line.
No personalized greeting and no merge fields unless the data behind them is confirmed.
Short, practical, and one clear next step.

Our look: brand colours, logo, photos

Our colours, by channel

On social posts Randmar reads red first. On the website and its sharing cards Randmar reads blue first, with red as the accent.

Website and website sharing cards: Randmar Blue (#2F6FA3) is the primary brand colour of randmar.io and of every website sharing card (Open Graph / link preview). Midnight (#0B1829) is its deep companion; Ice (#EAF4FB), White and Sky Blue (#75BBE9) support. Randmar Red (#B93030) is secondary: the logo mark, small tags and CTAs. Red is never a website card background or headline colour. This continuity means the card and the landing page share one look.

Native social posts: Randmar Red leads on Instagram, Facebook, LinkedIn and Google Business, with White or Paper, Randmar Black and the blues in support. Most posts across a week still read red first.

Brand colours

Colour	Hex	Use
Randmar Red	#B93030	Primary for native social posts only; secondary and accent on the website and link previews: logo mark, small tags and CTAs. White text on red.
Deep Red	#8C2222	Social-post gradients, shadows and photo fades.
Blush	#FBECEC	Soft red tint behind headlines and on light native social cards.
Randmar Black	#161B22	Body text and headlines on light backgrounds; dark slides.
White	#FFFFFF	The usual background.
Paper	#F6F4EF	Warm off-white for editorial posts.
Slate	#5B6573	Secondary text: captions, dates, sources.
Midnight	#0B1829	Deep companion to Randmar Blue on the website and website sharing cards.
Randmar Blue	#2F6FA3	Primary on the website and every website sharing card; supporting links, charts and slides on native social posts.
Sky Blue	#75BBE9	Light accent on dark backgrounds.
Ice	#EAF4FB	Light blue background for informational posts and tables.
Sun Yellow	#FACD4A	Attention: badges, big numbers, the one thing to notice.
Meadow Green	#A9C46E	Positive: checkmarks, growth, success.

How much of each: native social posts use about 60% White or Paper, 25% Randmar Red, 10% Randmar Black and the blues, 5% Sun Yellow and Meadow Green. Across a week, most native social posts read red first. Website cards lead with Randmar Blue and Midnight, with Ice and White grounds, and red and yellow only as accents.

Text on colour:

Light backgrounds (White, Paper, Blush, Ice): Randmar Black text; Randmar Red, Randmar Blue and Slate also work.
Red, Deep Red and Randmar Blue: white text only.
Dark backgrounds (Midnight, Randmar Black): white text, with Sun Yellow or Sky Blue accents. No red text on dark.
Sun Yellow, Meadow Green and Sky Blue are never used as text on a light background.

Avoid: red next to green, yellow with green, red text on blue or blue text on red. Purple is retired.

Logo

Use the approved files only. Full-colour logo on light backgrounds, all-white logo on dark and blue backgrounds. Website sharing cards on blue and Midnight use the supplied red-mark logo with the white wordmark. Keep clear space around it and never stretch, recolour or add effects.

Photos

Real Randmar photos: the warehouse, the coworking space, our events. Inside shots can show the networking without showing people’s faces.

Our PDFs: Randmar PDF branding

PDF branding

This is how every Randmar PDF looks: strategies, handoffs, reports, proposals and one-pagers, made by people or AI assistants. Randmar Academy guides keep their own Academy look. PDFs match randmar.io, so they are blue first: red is only a small accent.

Text

Document title: 26 pt bold, Midnight #0B1829.
Section headings: 16 pt bold, Midnight #0B1829.
Sub-headings: 12 pt bold, Randmar Blue #2F6FA3.
Body: 10.5 pt, Randmar Black #161B22, line spacing 1.4, left-aligned.
Captions, sources and dates: 8.5 pt, Slate #5B6573.
Links: Randmar Blue #2F6FA3, underlined.

Colours

Midnight #0B1829 is the main colour: the cover, headings and table headers.
Randmar Blue #2F6FA3: sub-headings, links and the main colour in charts.
Ice #EAF4FB: callout boxes and every other table row.
Sky Blue #75BBE9: second colour in charts, thin lines on the cover.
Randmar Red #B93030: accent only. The logo mark and at most one small tag per page. Never a background, a heading or body text.
Sun Yellow #FACD4A: at most one highlighted number per page, with Midnight text.

Cover

The top 40% of the page is Midnight with the all-white Randmar logo at the top left.
Title in white, a one-line subtitle in Sky Blue, then the date and "Prepared for … by …" in white, 10 pt.
A real Randmar photo may fill the lower part of the cover.

Every page after the cover

Header: the full-colour Randmar logo at the left (about 1 in wide), the document title at the right in Slate 8.5 pt, a thin Midnight line underneath.
Footer: "Randmar · randmar.io" at the left and "page / total" at the right, Slate 8 pt.

Building blocks

"In short" box at the top of page 2: an Ice box with a 3 pt Randmar Blue line on the left, three to five lines that sum up the document.
Tables: header row Midnight with white bold text; rows alternate White and Ice; no vertical lines; numbers right-aligned.
Callouts: Ice box with a 3 pt Randmar Blue line on the left.
Pictures: real Randmar photos first, then manufacturer and product images. Rounded corners (6 px), a caption in Slate underneath. No stretched or blurry images.
Charts: Randmar Blue, Sky Blue and Midnight; Sun Yellow for the one number to notice.

Writing

Plain language, short sections, one idea per paragraph.
End with "Next steps": who does what, by when.

File name

Randmar-Topic-YYYY-MM-DD.pdf (for example Randmar-BFCM-Strategy-2026-10-23.pdf).

Avoid

The Academy look (its colours, type and step badges) outside Academy guides.
Red headings or red backgrounds; purple (retired).
More than three colours on a page besides black, white and grey.
Stretching, recolouring or adding effects to the logo.