From time to time, we like to take a break from talking about ourselves and instead, provide you an inside perspective from the client's side of the table. This month we take a look inside a local franchisee of NaturaLawn® of America in Frederick County, MD. Andrew Smith, Director of Business Development & Social Media was kind enough to give us his thoughts on working with Branding Experiences to help launch their 2011 advertising campaign.
| Client Name: | NaturaLawn® of America / Hav-A-Lawn & Garden |
| Client Contact: | Andrew Smith, Director of Business Development & Social Media |
| BrandXP Contact: | Mitch Dowell |
| Project Type: | Scripting / messaging development for local radio & TV advertising; print collateral / brochures |
| Unique Challenge: | Develop effective messaging and branding for an integrated advertising campaign that included radio, TV and hard copy collateral; messaging that cleverly balanced the name recognition of the national franchise brand, with the franchisee's 25-year knowledge of local communities and their lawn care needs. |
| View Project Results: |   |
Briefly discuss the state of your marketing materials prior to working with us.
We desperately needed to produce new marketing materials that we did not have for our 2011 advertising campaign.
What was your greatest fear in choosing a design / branding company, and why?
Our greatest fear was possibly picking the wrong person who did not "get us", but since we pick people we work with that share our values, the way we do business and a sense of humor, that fear turned out to be unfounded.
What was your 2nd greatest fear in choosing a design / branding company, and why?
Availability, timing, and price were very important to us.
What made you ultimately decide to move forward with Branding Experiences?
The lack of fear over the concerns that we previously mentioned is what made us move forward with Branding Experiences.
During initial messaging & collateral prototyping, did you feel comfortable that Branding Experiences was picking up on the "vibe" that you were going after with your re-branding?
Yes.
Was there anything that you experienced, good and/or bad, during the project process that you were not expecting?
The constant changing of meeting places depending on what mood Mitch's stomach was in. Absolutely unexpected :-)
[Branding Experiences note: Hey, we can't eat at Fajita Grande EVERY meeting!]
What has been the overall response / reaction to the new branding from your target audience?
It's hard to tell in a definitive manner, but with all of the re-branding and marketing efforts put in by everyone involved, our new sales revenue and customer count is up 40%
Additional thoughts/comments not covered by the above questions:
None
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