The Team
Abbey
Ben
Forrest
Frances
Our Goals and Objectives
Our Discussion Today: - Competitive Landscape - Technology - Extensions of The Brand
- Marketing is effective on most levels - Respect The Lawn and Buster resonates with consumers and has made VA Green the most recognizable lawn service in Richmond - Organic social positions VA Green as experts in the industry - Campaigns such as “#PreciousPets� did very well and received a lot of engagement
Social Media Followings 500000
450000
400000
350000
300000
250000
200000
150000
100000
50000
0 NaturaLaw n
Trugreen
Law n Boy
Weed Man
Tw itter
Project Green
Lawn Doctor
Virginia Green
Social Media Followings Excluding Trugreen 20000 18000 16000 14000 12000 10000 8000 6000 4000 2000 0
NaturaLawn
Lawn Boy
Weed Man Twitter
Project Green LinkedIn
Lawn Doctor
Virginia Green
Competitors
- Not user-friendly website - No digital advertising - Consistent Facebook presence - Consistently average Yelp and Google reviews
- Good-looking website, with scrolling graphics - Weed Man Mascot - Impressive social - 3k FB, 1k Twitter and 500 Instagram Followers - “Your Lawn Has a New Best Friend� - Lots of television spending since the late 80s - High digital spending
- Good website, green foot logo - Regularly updated social (Facebook and Instagram) - couple hundred followers - Search ads
- Local, family owned - Cheesy mascot - Unprofessional website - No advertising - Poor search results - Impressive social following – just pictures of yards
- Older national brand (1967) - Very infrequent social presence - Do some digital advertising - Not remotely different from the aesthetic of the other competitors
- Decent amount of digital spending - Very active on social with thousands of followers across all channels - Similar creative to Weed Man and Lawn Doctor - Facebook Hate Group
Our Ideas
Technology
Virginia Green Website Traffic
60% 57% 52% 46% 43% 40%
2015
2016 Desktop
Mobile/Tablet
2017
Virginia Green Mobile App
Why you need an app - Better communication platform with customers - Allows for a more enhanced user experience - Fundamentally changes how you operate as a company - Sets you up to be ahead of the game in the future
Treatment Completed Please water your lawn within 2 to 3 days of application for best results
Download our app!
Download our app!
or call 804 285 6200 for a free estimate
Additions to Website Tab on the website showcasing the training and professionalism of the Lawn Experts As well as showing their top-notch technology and Virginia-specific fertilizer
Respect the Lawn
Next Evolution - Value in using Buster short-term - Respect The Lawn can survive longer term
What makes good creative successful? - Break through the clutter -Drive action - Brand awareness - Drive customers and conversion - Represent the brand in a meaningful way - Consistency of brand -Media Strategy
How Far Will You Go?
[Music plays behind visuals. Opens to frame with alarm clock going off. Man turns off and yawns and stretches to get up.]
[Cuts to man getting dressed in mirror adjusting his tie.]
[Cuts to a close up of his hands connecting a carabiner to a harness. Not showing his face.]
[Cuts to a close up of his hands putting on gloves and getting them straight.]
[Cuts to his wife kissing him on the cheek and slapping a helmet on his head.] Voice of Wife: “Have a great day today, hun.�
[He climbs out the window and grabs the zipline and zips to his car over the lawn. Stops a few feet before and lifts his feet, as they’re about to touch the grass.]
[Cuts to Buster sitting on the porch looking up and watching him fly over the lawn.]
[Cuts to him standing by his car with the ‘Respect The Lawn’ sign visible beside him.] With voiceover ‘How far would you go to protect your lawn?”
Neurotic Husband
[First frame is a door with a placard that reads ‘in session’ Letting you know that it is a therapist. Door opens and zooms in on our Mr Smith laying on the couch.] Voice of Mr Smith: “I don’t know how I got here, it started off as a casual thing.”
[Cuts to Mr Smith standing proud on his porch looking at his lawn, with a big proud grin.] Voice over of Mr Smith: “The next thing you know I was doing it everyday, it was the first and the last thing I thought about.�
[Cuts to a clock on a door that reads, ‘Sorry we missed you, be back at 1:00’.] Voice over of Mr Smith: “It consumed me, soon I was doing it two or three times a day.”
[Cut to close up of him hiding something in the way back of a cabinet. You can’t see what it is.] Voice over of Mr Smith: “I started hiding it from my wife and kids.”
[Cut to him tip toeing through the house at night stumbling around furniture on the way to the front door. Looking very guilty. Buster hears him and looks up.] Voice over of Mr Smith: “It got so bad that I would sneak out in the middle of the night to do it.�
[Cuts to front lawn at night. Camera pans across the lawn, when suddenly a flood light comes on and it quickly zooms into Mr. Smith on his hands and knees measuring the grass with a ruler and cutting it with manicure scissors.]
[Zooms out of house and onto a Virginia Green ‘Respect The Lawn’ sign.] Voice over of Narrator: “Let Virginia Green help you find a healthier way to respect the lawn.”
Lawn Cop
[Opens with the cop’s belt being clicked, dramatic music is playing (think Eye of the Tiger).]
[Shot of cop clipping mag light to the right side of belt, music still playing.]
[Shot of cop clipping pepper spray to the left side of belt, music still playing.]
[Shot of cop clipping badge onto front of shirt (hand is over badge while he’s putting it on, hand moves at the end to show it), music still playing.]
[Music stops, faint sounds of bird chirping or kids playing can be heard in the background, wide shot of the cop standing with hands on hips in front of the yard, camera pans left to right to showcase the green yard, while camera is panning cop says “Lawn’s all clear, standby…”]
[Somewhat close-up shot of the cop, he hears buster bark or hears a noise and looks sternly in one direction.]
[Side shot of cop clumsily sprinting, panting; camera follows him for 2 seconds before he dives onto the yard.]
[Slow-motion shot of cop catching a leaf in his hand.]
[Wide shot of cop lying in yard, he’s looks satisfied and is proudly holding the leaf above his head, Respect The Lawn appears and the narrator says “A lawn this good is worth protecting”, *VA Green CTA*”.]
[Cutback shot where the cop sits up, a leaf starts to fall from a tree behind him, he looks back at it, TV spot ends.]
Thank You!