Green Acres provide a one-stop shop for all home services needs – from lawn mowing and carpet cleaning through to car valet and ironing. But to truly lead the category, they had to overcome customer perceptions that Green Acres=lawn mowing and raise awareness of their full-service offering. Despite the size of the nationwide business and several franchise awards, the brand was in serious need of some TLC.
We started by re-defining brand essence, values and personality, which involved a new logo and all key collateral. We also developed an overarching communications plan to take advantage of emerging technological trends.
Next, we kicked off the rebranding rollout across a variety of mediums. The website was redesigned and the enquiry process streamlined to generate more relevant leads. We shifted media spend to include digital, and boosted search spend to generate enquiries.
The consumer path to purchase was partially automated through linking of all customer acquisition channels, which were also monitored and refined based on analytical data feedback. The customer acquisition, retention and upsell systems were combined, and a real-time voice-of-customer programme ensured excellent service was being delivered on an ongoing basis.
Finally, we accelerated ongoing acquisition through a mix of always-on campaigns, increased media exposure and social connection.