Marketing Consumer Products

Project description

Mary Beth West Communications (MBWC) was retained to help the company address branding issues, devise a communication strategy and implement a tactical plan within a pre-set budget to achieve a specific set of objectives.

Rainscapes, based in Maryville, Tenn., is the only national Irrigation Association Certified Contractor in East Tennessee, offering diverse residential and commercial irrigation products and services including system installations, seasonal irrigation maintenance and landscape lighting and design. Rainscapes was founded by Clint Allison in 1996. In 2010, Clint Allison acquired Duck Irrigation in Knoxville, Tenn. With the acquisition, Duck Irrigation merged and consolidated under the Rainscapes brand.

In 2010, when Rainscapes owner Clint Allison purchased Duck Irrigation, a 25-year-old Knoxville-based irrigation business, he had the challenge of merging both companies’ operations and adding 1,200 contacts to the overarching portfolio of customer relationships.

This effort required a consumer services marketing strategy and campaign – which was researched, planned, implemented and evaluated by MBWC – to support the agency’s business development goals in the irrigation sector. The plan included rebranding of the company’s logo; revising and re-launching the website; creating a media relations plan; writing and distributing news releases and reporter relationship-building on behalf of the client; making telephone outreach to key media reporters following each news release; creating two postcard mailers; creating a Facebook page; award recognition with the development and submission of Clint Allison (Rainscapes President) for the Blount County Chamber’s Over 40 Entrepreneur of the Year award, which Clint did win.

The media relations campaign was implemented from Aug. to Dec. 2010, achieving 21 total placements and delivering more than 2.4 million impressions. According to Google Analytics, the redesigned website welcomed 1,194 visitors from August to December who spent close to two minutes per visit on the site. Page views numbered more than 3,200. This was a dramatic increase compared to the previous monthly average. The refreshed site has provided a re-energized, contemporary face for the Rainscapes brand. Thanks in part to the marketing consumer products campaign, financial performance improved dramatically with revenue up 110 percent and profits up 190 percent.

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