TRUGREEN INTERN DECK FULL

Social Campaign

TruGreen Social Campaign | 2

Objectives

Background

Insights

Strategy

Creative

Questions

OVERVIEW

Expand TruGreen’s social presence with a renewed emphasis on community engagement

Provide tactical examples incorporating social responsibility in an effort to increase sales and retention

OBJECTIVES


WHO IS TRUGREEEN?

250+ Branches

2M+Customers

10,000+ TruGreen

Associates

Creates lush, beautiful, healthy outdoor spaces that promote living more life outside

$1.3 Billion


BRAND HOUSE

5

Brand house

Brand promise

Noble purpose

Emotional benefit

Functional benefit

Reasons to believe

When your lawn is beautiful and healthy, it becomes the stage for life – the carpet on which your family lives, plays and entertains.

TruGreen improves the health of your entire outdoor space. We ensure that it is a green, weed- and insect-free area you can be proud of.

America’s #1 Lawn Care Company

Expert, tailored lawn care from PhD agronomists and certified specialists

Healthy Lawn Guarantee®

Official Lawn Care Provider of the PGA of America

Healthy Lawn Analysis®

We create lush, beautiful, healthy outdoor spaces that promote living more life outside.

TruGreen believes more life should be lived outside.

Summer Intern Project | 1

WHO WE’RE TALKING TO


CURRENT TARGET AUDIENCE

Home Enthusiasts

ExperienceEnthusiasts

Outdoor Entertainers

Plugged-In Achievers

Doers CommunityLeaders

Shelly Decker 48 years old

Married mother of two

HR manager

Active life


Dan Davidson 41 years old

Single father of three

Full-time accountant

Fashion conscious

SECTOR CROSS-SECTION

43%Garden Enthusiasts

57%Garden

Non-Enthusiasts

33%SOM

ExperienceEnthusiasts

Source: https://reports.mintel.

TruGreen Social Campaign| 11

BEHAVIORAL CHALLENGES

LocalAlternatives

?

DIY


CURRENT STATE OF SOCIAL


CURRENT SOCIAL MEDIA


CASE STUDIES


LOWE’S #Lowesfixinsix #Lowesfixinsix campaign launched in 2013

- Stop motion Vine DIY series

15 Million earned impressions and thousands of shares

Successfully brought brand into customers lives


LOWE’S #Lowesfixinsix

Posts - Big Focus on DIY in all aspects of social media - Crossposting of DIY Activities encouraged users to engage across all platforms

Implications - DIY Content helps spark involvement - Hashtag campaigns should offer useful events/activities

0->~14,700 Followers (post launch) Now 36,000 #Lowesfixinsix

3,562,739 Likes

3,400,000 Followers

281,000 Followers


STATE FARM’S - Jake from State Farm

Entertainment instead of advertising

@JakeStateFarm campaign launched in 2011

Social supplemented TV spots

Thousands of shares, likes, follows, and subscriptions

Entertainment

Implications: - Consistent posting in-line with current events and popular culture plays a big role in consumer interaction - Cross posting reaches wider audiences - Engaging with customers casually promotes brand awareness and social responsibility

STATE FARM’S - Jake from State Farm


Posts: - Funny online persona that promotes brand and supports social awareness #HereToHelp #ArtistStories - Cross posting to utilize different mediums through different channels

54,277 Subscriptions

1,859,425 Likes

125,495 Followers

30,760 Followers


THINGS WE NOTICED

BUYING TIMEOur lives get busier every day, and now more than ever, people are willing to spend a little extra to save time. Since time has become such a precious commodity, it is no surprise people are open to outsourcing tasks in order to catch a break.

“Consumers are time-pressed and stressed. There never seem to be enough hours in the day – and that’s why we want to maximize every spare minute. ”

71%

57%-Mintel, ”Life Hacking”

of Americans are willing to give something up in order to hire

home-service professionals

of consumers said they would pay more for products that

save them time

Source: Mint/Red Beacon, 2013 and Mintel “DIY Home Improvements and Maintenance” 2013

TECHNICAL INSUFFICIENCYThe surplus of screens and automation in our lives has prompted a sedentary lifestyle that leaves us craving real-world human interaction and sensory stimulation.

59%11

of adults agree that “increasingly I crave

experiences that stimulate my senses”


The number of hours the average American

spends a day with digital media

LOCA-LIVINGAs the corporate world becomes increasingly global, people are craving authentic customer service and a more tangible sense of community, thus turning to local businesses in an attempt to feel grounded in something more genuine.

of all Google searchesare local queries

Google 2014, Online Marketing 2015

50%Customers think local businesses beat national chains on personalizing service

Customers willing to pay a local business more for better, quality work72%

96%

GENERATION HUMANMembers of different generations are working, playing and living together more than ever before, proving that though they have their differences, a generation is only a label and culture transcends age. Through social connections and shared experiences, people are learning from the old and the young, benefitting from different perspectives and creating a more unified community.

MulltiView, 2015: Time. 2015: and Furtune. 2016

“Boomers are echoing their younger cohorts and millennials are influenced by older boomers. Advertisers should take note of their similarities rather than just their differences.”

-MultiView, 2015

65%Baby Boomers in the workforce in 201545MM

Millennials in the workforce in 201553MM

of Baby Boomers are on Facebook


Buying Time

Technical Insufficiency

Loca-Living GenerationHuman

+DIY

LocalCompetition

+ Case Studies =

TIMEOUT#TimeOut

CREATIVE CONCEPT

Time Outside

TimeOutfrom Life


Time out of the work you would

be doing


Activation #1

Activation #2

Activation #3

Content Calendar

Social Media Executions

CREATIVE


- TruGreen Truck

POP-UP TIMEOUT Surprise neighborhood event - Large outdoor park

Possible Features - Kid/adult inflatables & water slides - YouTube/blogger mini cooking show - HGTV DIY Stations - Photo ops with backdrops and props

- PGA sponsored booth

Attendees encouraged to share how they #TimeOut

Re-cap video shared across all social media platforms

- PGA sponsored booth

Digital representation of the community giving

A garden for every state

People take TimeOut to help out

Community Pride: visualize the difference

VIRTUAL GARDEN

each state is making

TruGreen donates a dollar for every share of virtual garden


VIRTUAL GARDEN

St. Jude’s Garden OUR MISSIONDrag your cursor over each state to see their virtual garden and how their donations stack up to yours.

$0 -

2,00

0$2

,000

- 4,

000

$6,0

00 -

8,00

0$8

,000

- 10

,000

+

$2,0

00 -

4,00

0

DONATEST. JUDE’S TRUGREEN


VIRTUAL GARDEN

Sprouting Bud$2

Daisy$5

Tulip$5

Balloon Flower$10

Anthurium$10

Red Oak Tree$15

Spruce Tree$15

Pinwheel$20

Birdhouse$50

Garden Gnome$100

St. Jude’s GardenEvery time you donate to St. Jude’s, your state’s virtual garden will grow. Below are options of what your donation can add to your garden.

OUR MISSION MAPST. JUDE’S TRUGREEN


VIRTUAL GARDEN

St. Jude’s Garden OUR MISSIONDrag your cursor over each state to see their virtual garden and how their donations stack up to yours.

$0 -

2,00

0$2

,000

- 4,

000

$6,0

00 -

8,00

0$8

,000

- 10

,000

$2,0

00 -

4,00

0

DONATEST. JUDE’S TRUGREEN

$8,0

00 -

10,0

00


Live Stream Event - Two specialists compete on a TruGreen lawn in a series of challenges and games - Customers can nominate their specialist to compete

Filmed on actual TruGreen lawn or at Pop-Up TimeOut

Consumer Interaction - Sponsor key YouTube influencer to complete their version of the TimeOut Challenge - Encourage TruGreen customers to try their own lawn challenge - Post videos with #TimeOutChallenge

TIMEOUT CHALLENGE


SET UP

CONTENT CALENDAR


FACEBOOK


INSTAGRAM


TWITTER


WHY THIS WILL WORK

Large consumer base invested in FB, which is where most of the social media will be presented

Pinterest - DIY

Instagram - Cross post content Twitter

SOCIAL MEDIA RATIONALE

People’s Busy Lives

Insufficient Real-world Interaction

Local Preferences/Community Engagement

Cross-generational Culture

Incorporate Partners

Incorporate Social Responsibility Initiatives

CULTURAL RATIONALE

Periodic #TimeOut posts

Virtual Garden

Pop-Up TimeOut Event

TimeOut Challenge

THANK YOU

Any Questions?

TRUGREEN INTERN DECK FULL

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