Carnation Equinox Agency

Presents:Leaf and Lawn Landscape

Alyssa Obin

Monika Rutana

Morgan Wert

When the First Bud Blooms: 4 P’s

Product• Landscaping Services

Place • Cuyahoga County Neighborhoods: Lyndhurst, Shaker

Heights, Brecksville, Solon, and or Cleveland

Promotion• Current clients that refer their friends to your company if

hired will receive a discount of 10% on their next service. • Seasonal coupons on the website that will vary depending

on amount of land, service and condition.• Post consultation incentives

Price• to be estimated depending on condition, quality,

acreage, client preference, time of project etc.

Advertising Mediums

Yellow Pages Internet Yellow PagesDirect Mail

◦ Seasonal Postcards (3 seasons)

◦ Email Newsletter and Reminders

Internet/Interactive◦ Leaf and Lawn Landscape Website (www.leafandlawn.com)

Publicity ◦ Word of Mouth

◦ Lawn Signs

Yellow Pages Constant point of contact for business

Landscape Contractors is the 26th most frequently referenced heading

70% of those who turned to the print directory looking for a landscape contractor made contact ◦ Of those nearly 83% immediately made or planned to make a

purchase

Consumers are actively engaged in the Yellow Pages and rely on information contained in advertisements

Consumers that turn to Yellow Pages are much more likely to make purchases than other mediums

ROI can be quantified because of remote call forwarding

Internet Yellow Pages

High visibility More exposureQuicker and easier Advantage of expansion options Allows advertising Reaches a different demographic Quicker customer interaction Permanence Cheaper Convenience Usability Sustainability Accuracy

Target Market Yellow Pages• Male and Females• Baby Boomers approximately ranging from

45-64• Householders• College Educated • Higher Income typically over $60,000

IYP• Males and Females• Ages 18-34• College Educated • Annual Income of $40,00 or more

Direct Mail • Seasonal Postcards

• Using recycled paper we plan to send seasonal postcards for our current cliental with seasonal promotions, upcoming services, and information about referring friends• Current clients that refer their friends to your company will

receive a discount of 10% on their next service if the company is hired.

• Post- Consultation incentives

• Email Newsletters and Reminders • Newsletters will be sent monthly to clients reminding them of

services that are offered• Clients that haven’t not received a service in three months will

receive reminders that Leaf and Lawn Landscaping misses them. The reminder will have promotional incentives to get the client to go back to your company

• Emails will include reminders to go to the company website to get the latest coupons

Post Card

4x6 Eco friendly, glossy Postcard 0.07 $ 115.01

5x7 Eco friendly, glossy Postcard 0.14 $ 230.02

Internet/Interactive

Supports other mediumsEase consumer frustration Aids in the search for information Less intimidating Allows for advanced research from

potential consumersHelps break through clutter More effective when used with Yellow

Pages

Publicity

Word of Mouth• Consumers talk to their friends about their

great experiences with Leaf and Lawn

Lawn Signs • After your company completes a service

signs should be put out on the consumer’s front lawn to display to passers that the landscaping was done by Leaf and Lawn and the number to the company.

Example of Lawn Sign:

Unique Selling Proposition

“By your side when the first bud blooms until the last leaf falls”o Our Slogan entails:

• Relationship marketing • Time frame of services in terms of the year (your

company available to the customer for 276 days)• Commitment to entire project

Along with promoting exceptional services promoting sustainability helps us save money while saving the environment

Competitive Advantage

Advertisements break through clutter with creativity

Multiple uses of mediums increases range, consumer involvement, and effectiveness

Advertising mediums are designed to promote

the service but at the same time will substantially increase Leaf and Lawn Landscape’s profits

Target Market Location

Cuyahoga County, OH

Lyndhurst Shaker Heights Brecksville Solon

Population 15,279 28,777 13,382 23,728

Housing Units

6,855 12,982 5,206 7,801

Median householdincome

$63,263 $68,793 $92,165 $94,369

Median age

44.7 40.9 44.1 41.6

Total Potential Target Market = 81,166 people = 32,844 housing un.

Cleveland, OH

Population 405,014

Housing Units 190,638

Median Household Income $27,007

Population by Age

45-54 55,111 11.52%

55-59 18,857 3.94%

60-64 17,130 3.58%

Total 91,098 19.04%

Target Market vs. Cleveland

Targeted 4 Neighborhoods Cleveland

population 81,166 405,014

housing units 32,844 190,638

median household income 79,648 27,007

median age 42.8 33.0

Possible Budgets

web creation $ 2,800.00

IYP $ 150.00 Post Cards(1,643) 5% (Ngh.)3 seasons $ 345.03

Postage -3 seasons $ 2,070.18

Lawn signs(40) $ 399.60

total $ 5,764.81

web creation $2,800.00

IYP

$150.00

Post cards(5,455) (Clevland2%+Ngh.5%)

$867.58

Postage- 3 seasons 6,873.3

Lawn Signs (40)

$399.60 YPA 1/2 page- white bckg. +color $52, 680

total $ 63,770.48

LOWEST OFFER

BEST OFFER

ROI Investment brings more sales

than the actual dollars invested in the advertising

Measuring ROI:• Yellow Pages: remote call forwarding

Budget of $63,770.48 over 12 months= $5,314.20 per month Budget of $5,764.81 over 12 months=$480.40 per month

Estimations based on:

GreenPrinterOnline.comVistaprint.comU.S CensusGeographic Information

SystemMuni Net Guide

Until the Last Leaf Falls:

Questions?