Growing Green: How a Landscaping Company Strengthened Its Brand and Increased Market Share by 15% in 90 Days

Background

The landscaping company, a family-owned business operating for over a decade, had built a solid reputation in its local area. However, as new competitors entered the market and customer preferences evolved, the company found itself struggling to maintain its market share. Despite offering high-quality services, the company’s brand was perceived as outdated, and its marketing efforts were minimal.

Recognizing the need to refresh its brand and better connect with its target audience, the company’s management decided to implement a comprehensive strategy to strengthen its brand and increase its market share. The goal was to modernize the company’s image, engage more effectively with customers, and expand its presence in the local community.

Strategies Implemented

To achieve these objectives, the landscaping company implemented a three-pronged strategy: rebranding, content marketing, and community involvement. Each of these strategies was designed to enhance the company’s visibility, credibility, and appeal to both existing and potential customers.

1. Rebranding

The first step in strengthening the company’s market position was to modernize its brand. The company’s existing logo, website, and marketing materials had become dated, making it difficult to compete with newer, more dynamic competitors.

• Logo and Visual Identity: The company invested in a professional graphic designer to create a new logo that reflected the company’s commitment to quality and innovation. The new logo featured a clean, modern design that conveyed a sense of growth and sustainability, core values of the company.

• Website Redesign: The company’s website was overhauled to improve its functionality, aesthetics, and user experience. The new website featured a more intuitive layout, high-quality images of past projects, and clear calls to action, making it easier for potential customers to learn about the company’s services and request quotes.

• Updated Marketing Materials: All of the company’s marketing materials, including business cards, brochures, and flyers, were redesigned to align with the new brand identity. Consistency across all touchpoints helped to reinforce the company’s refreshed image.

These rebranding efforts helped to position the company as a modern, professional, and reliable choice for landscaping services, making it more appealing to a broader audience.

2. Content Marketing

With the new brand identity in place, the next step was to enhance the company’s online presence and engage with customers through content marketing. The goal was to showcase the company’s expertise, build trust with potential clients, and improve search engine rankings.

• Blogging: The company launched a blog on its newly redesigned website, featuring articles on a wide range of topics related to landscaping. Topics included gardening tips, seasonal maintenance guides, and behind-the-scenes looks at ongoing projects. This content not only provided value to visitors but also helped improve the website’s SEO performance.

• Video Tutorials: To further engage customers, the company began producing video tutorials that offered step-by-step instructions on common landscaping tasks, such as planting, pruning, and lawn care. These videos were shared on the company’s website and social media channels, helping to establish the company as an authority in the industry.

• Social Media Engagement: The company increased its activity on social media platforms like Facebook and Instagram, sharing not only the blog posts and video tutorials but also before-and-after photos of completed projects, customer testimonials, and seasonal promotions. This strategy helped to build a community of engaged followers who were more likely to refer the company to others.

Through content marketing, the company was able to reach a wider audience, engage potential customers, and drive more traffic to its website, ultimately leading to an increase in inquiries and bookings.

3. Community Involvement

To further strengthen its brand and market position, the company focused on becoming more involved in the local community. This approach not only increased brand visibility but also built goodwill and trust with potential customers.

• Sponsorships: The company sponsored local events such as gardening workshops, community clean-up days, and school fundraisers. These sponsorships allowed the company to showcase its commitment to the community and gain exposure to potential customers who attended these events.

• Volunteer Projects: The company participated in volunteer projects that aligned with its brand values, such as helping to beautify public spaces or assisting with landscaping at local schools and non-profit organizations. These projects provided opportunities for positive press coverage and word-of-mouth marketing.

• Partnerships with Local Businesses: The company formed partnerships with local nurseries, hardware stores, and home improvement centers to cross-promote services. For example, customers who purchased plants or gardening supplies at a partner store received a discount on landscaping services, and vice versa.

By becoming more involved in the community, the company was able to build stronger relationships with local residents and businesses, which translated into increased referrals and new business opportunities.

90-Day Action Plan

To ensure the successful implementation of these strategies, the company developed a detailed 90-day action plan. This plan was divided into specific phases, each with clearly defined objectives and tasks.

Phase 1: Days 1-10 – Planning and Initial Implementation

• Rebranding: Begin the rebranding process by working with a graphic designer to create a new logo and visual identity. Start the redesign of the website, focusing on improved user experience and alignment with the new brand.

• Content Marketing: Develop a content calendar for blog posts and video tutorials. Outline key topics and create initial content drafts.

• Community Involvement: Identify local events and projects that align with the company’s values. Reach out to event organizers and potential partners to explore sponsorship and volunteer opportunities.

Phase 2: Days 11-30 – Rollout and Early Monitoring

• Rebranding: Launch the new logo and website. Update all marketing materials to reflect the new brand identity.

• Content Marketing: Publish the first set of blog posts and video tutorials. Share content across social media platforms and monitor engagement metrics.

• Community Involvement: Finalize sponsorship and volunteer commitments. Begin participating in community events and promoting these activities through social media and local press.

Phase 3: Days 31-60 – Full Implementation and Adjustment

• Rebranding: Continue to reinforce the new brand identity across all customer touchpoints. Gather feedback from customers on the new look and feel.

• Content Marketing: Analyze the performance of the initial content. Adjust the content strategy based on what is resonating with the audience. Produce and publish additional content as planned.

• Community Involvement: Participate in scheduled community events and document the company’s involvement through photos and videos. Share these on social media and the company’s website to highlight the company’s community focus.

Phase 4: Days 61-90 – Evaluation and Continuous Improvement

• Rebranding: Evaluate the overall impact of the rebranding efforts on customer perceptions and market positioning. Make any necessary adjustments to the brand strategy.

• Content Marketing: Review content performance data, including website traffic, social media engagement, and lead generation. Refine the content strategy to maximize impact.

• Community Involvement: Assess the success of the community involvement initiatives. Gather feedback from partners and event participants to identify areas for improvement and opportunities for future collaboration.

Budget Overview

• Rebranding: $1,000 for logo design, website redesign, and updated marketing materials.

• Content Marketing: $500 for content creation, including blog posts, video production, and social media promotion.

• Community Involvement: $300 for sponsorships, volunteer projects, and event participation.

Total Budget: $1,800

Results

The landscaping company saw substantial improvements in brand recognition, customer engagement, and overall market position within the 90-day period:

• Market Share: The company increased its market share by 15%, attracting new customers who were drawn to the company’s refreshed brand and active community presence.

• Customer Engagement: The company’s online content generated a 20% increase in website traffic and a 25% increase in social media followers. The content also led to a significant rise in inquiries and service bookings.

• Brand Perception: Surveys and customer feedback indicated a 30% improvement in brand perception, with customers expressing greater confidence in the company’s professionalism and commitment to quality.

• Community Impact: The company’s involvement in community events and volunteer projects resulted in positive press coverage and an increase in word-of-mouth referrals, further boosting its reputation and market presence.

Conclusion

This case study demonstrates the power of a well-executed branding and marketing strategy in transforming a small business’s market position. By focusing on rebranding, content marketing, and community involvement, the landscaping company was able to differentiate itself from competitors, attract new customers, and significantly increase its market share within a short period.

The company’s success highlights the importance of staying attuned to market trends and customer preferences, and the value of investing in a strong brand identity. For small businesses looking to enhance their competitiveness and achieve sustainable growth, a focus on branding and market positioning is a proven strategy that can yield significant returns.