Leaf and Lawn Landscape

1. Leaf and Lawn Landscape Cleveland’s Trusted Hands in Exceptional Lawn Care Since 1987

2. History • Established in 1987 • Co-owned by Hailey Francis and Charles Young • Company Philosophy: They believe in providing exceptional service and quality work. Leaf and Lawn Landscape is here to provide landscape beauty that is in harmony with the home’s architecture and setting, while always taking into account and respecting the client’s budget, needs and unique style.

3. Services • New lawn and garden design and installation • Existing lawn and garden alterations and maintenance • Fertilization • Weed control, including hand weeding • Tree and shrub planting, pruning and disease control • Seasonal and perennial flower planting and maintenance • Irrigation and drainage systems • Garden clean-ups • Mulching and chipping • Plant and tree removal • Maintenance packages

4. Awards • Ohio Nursery Landscape Association: Grand Prize (2008), Award of Merit (2005, 2006, 2007, 2008, 2009) • Ohio Landscape Association: Landscape Enhancement Merit Award (2006, 2009) • PLANET: Grand Prize Environmental Improvement Award (2009) • American Society of Landscape Architects: Award of Excellence (2008) • Leaf and Lawn Landscape has an A+ Better Business Bureau rating.

5. Geography • Located at 128 Grove Avenue in Cleveland, OH • City is divided into west and east by the Cuyahoga River • Leaf and Lawn Landscape is located in the 44012 area code in Avon Lake, a western suburb 15 miles west of Cleveland. This area is a highly educated and professional community. • Climate: Ohio is located in a humid continental zone that consists of a general temperate climate, cold winters, and mild summers.

6. Purchase Cycle • Purchase cycle: Some people will only hire a landscaper for the initial installation or one-time problem, while others will employ the use of a landscaper numerous times throughout the year or seasonally. 55% of Leaf and Lawn Landscape’s overall revenue comes from the initial installation. • Spring most popular time for hiring a landscaper and starting installation of the initial project is in the spring. • Summer is a challenge because of the hot and humid conditions in the Midwest. Maintenance, however, is still important in these summer months. • Fall is still considered a good time to continue planting, specifically in September and October before the ground begins to freeze, and once again maintenance is very important. • Winter is an unfriendly time to plant and install due to the temperature. It is the slow season for consumer purchases and business.

7. Seasonality • In the past Leaf and Lawn Landscape has had a concentrated PR campaign from February through the end of June. This allows for potential customers to plan accordingly, without the company spending wasted time/money on an advertising schematic that will be forgotten in the cool winter months. • In February and March the true planners contact Leaf and Lawn Landscape to begin the creative work for their yard. • March and April are the busiest in terms of design. • Installations begin towards the end of April, into May and through June. • July, August, and September are spent on maintenance mainly. • In October and November our business gears towards leaf removal season.

8. Target Audience • Primary • Primarily Leaf and Lawn tends to work with: • Middle-aged, married homeowners • College educated • Employed full-time • Average household income of $60,000+ • People who value and appreciate the appearance of their home and use their homes for entertaining.

9. Creative Brief • Communication Objective: • To gain consumer awareness while creating a strong brand image that says, “You can trust us with your lawn.” • Business Objective: • Increase spring sales by 5% • Single-Minded Idea: • “Handled With Care.” Leaf and Lawn Landscape not only cares about the work they’re doing, but also gaining their customers’ satisfaction and trust.

10. Budget • Total $109,000 • TV: $50,000 • Newspaper: $28,000 • Radio: $15,000 • Trade Shows: $8,000 • Guerilla: $8,000 • Geography: • Targeting the Cleveland area because Leaf and Lawn Landscape is located in the Cleveland area, specifically the west side. Our entire budget is dispersed throughout Cleveland-area local stations, events, and publications. • Seasonality: • February thru May • To get people thinking and planning their landscaping in the cooler months, but also to remind people to keep our name in mind during the busiest season of landscaping, which falls within April and May.

11. Television • Majority of the budget lies here because of the visual nature of the product. • Placement on the local morning news and HGTV • Stations include: • WKYC 3 (5-7am) • WEWS 5 (5-7am) • WJW 8 (5-7am) • HGTV (5-7pm) • 30 sec spots • Frequency: M-F, heavy concentration from late February to mid April

12. Demographics • HGTV Viewer Demographic: • 84% homeowners • 21% more likely to own homes valued in excess of $500,000 • Median household income is $67,821 • 58% more likely to spend $2000 plus on home improvements • WKYC General Viewer Demographic: • 59% age 25-54 • 53% have an income of $75,000+ • 43% professionals

13. This is a trust fall.

14. You wouldn’t trust just anyone.

15. To catch you…

16. And you most certainly would not…

17. Try doing this, On your own!

18. The same goes for your lawn…

19. With Leaf and Lawn Landscapeyou can trust that…

20. All of your lawn care needs will be handled with care.

21. (Hailey Francis and Charles Young Testimonial)

22. “I’m Hailey Francis” “And I’m Charles Young” “And we are the owners of Leaf and Lawn Landscape;” “Cleveland’s trusted hands in exceptional lawn care since 1987.” “At Leaf and Lawn, we care about your landscaping experience! Our company specializes in design and maintenance.” “Our services will keep your lawn beautiful from spring to FALLLLLL!”

23. (Hailey’s voice fades as she falls, and contact information appears on screen)

24. Newspaper • Focuses on the visual aspect of the product • Cleveland Sun: • Circulation: 22 weekly and 5 weekend editions serving 72 Cleveland area communities. Focus on the west side districts. • Communities to focus on: Avon, Avon Lake, Westlake, Rocky River, Lakewood, Bay Village, Strongsville, and Middleburg Heights • Frequency: ½ page full color ad once a week (Feb- May) • Plain Dealer: • Circulation: Daily Newspaper to Cleveland metro and suburban areas • Frequency: Real Estate Section-Sunday Edition. Full page full color once a month (Feb-May), Arts Section: Inside-Out every Thursday, ½ page on Thursdays

25. Newspaper

26. Yellow Pages

27. Yellow Pages

28. Banner Ad

29. Radio • Our educated demographic listens to the radio on the way home from work • WOSU Radio AM (npr-underwriting) • Program: All Things Considered, 4pm-6pm • Type: 30 sec, sponsorship spots • Frequency: 2 times per program daily, M-F for a 3-month duration Feb – April

30. Demographics • Listener Demographic: • 59% adults (25-54) • 64% have a higher income of $75,000+ • 69% graduated from college

31. NPR: 30-second radio copy • Support for All Things Considered comes from Leaf and Lawn Landscape. Our promise to our customers is satisfaction, and you can trust that we will communicate with you to create the lawn you’ve always dreamed of. Experienced staff will take care of the work so all you have to do is sit back, and relax knowing every lawn is handled with care. Leaf and Lawn Landscape, Cleveland’s trusted hands in exceptional lawn care since 1987. More at www.leafandlawn.com.

32. Trade Shows • Trade shows are great venues for reaching a market that is specifically interested in landscaping, lawn care, and gardens. These events will give Leaf and Lawn Landscape an opportunity to talk face-to-face with people about our services and accolades. • At booth: rack card with services, seed packets with business name and info, slideshow of past landscaping work, cocoa and cider in the winter, lemonade in the spring • Cleveland Botanical Garden Flower Show - May • Cleveland, OH • Great Big Home & Garden Expo - Feb • Cleveland, OH

33. Rack Card

34. Lawn Signs • These will be placed on lawns Leaf and Lawn Landscape has designed or performed maintenance on with the hopes of spreading a positive image of their work throughout the community. The signs will not only refer others to Leaf and Lawn Landscape, but also increase the brand recognition throughout the area as a name synonymous with quality lawn care. • On Sign: Name, website address, and phone number of Leaf and Lawn Landscape

35. Lawn Sign

36. Seed Street Team • We will purchase several thousand seed packets with Leaf and Lawn’s name, web address, and phone number. These will be distributed at: • Local farmers markets • Festivals • Trade shows • Other events throughout the campaign period • We hope this will be a creative way to get people thinking about Leaf and Lawn Landscape when their landscaping needs arise.

37. Seed Packets

38. Door Hangers • A great way to get the word out to homeowners is to place door hangers on their front doors. • The first step is getting the Leaf and Lawn Landscape name out there so that people will think of it first when the time comes for design and maintenance. • These will be distributed to high-income (average household income $60,000+) neighborhoods on the west side of Cleveland where Leaf and Lawn Landscape is located.

39. Door Hangers Here

40. Cleveland Mini Gardens • Another fantastic and unique way to get the Leaf and Lawn Landscape name out is to create mini gardens and place them around the city with the Leaf and Lawn Landscape name, logo, and phone number on them. This will build brand awareness and inspire people to see the company as one with creative design solutions.

41. Mini Gardens Facebook Contest • The first 50 people who locate one of the mini gardens downtown and upload a picture of themselves standing with one of them to our Facebook fan page will receive 10% off of any service.

42. Facebook

43. Twitter

44. Questions?