View
86
Download
0
Category
Preview:
Citation preview
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
TruGreen Social Campaign | 4
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
TruGreen Social Campaign | 5
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
TruGreen Social Campaign | 7
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
TruGreen Social Campaign | 8
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
Summer Intern Project | 1
CURRENT STATE OF SOCIAL
TruGreen Social Campaign | 34
CURRENT SOCIAL MEDIA
Summer Intern Project | 1
CASE STUDIES
TruGreen Social Campaign | 13
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
TruGreen Social Campaign | 14
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
TruGreen Social Campaign | 15
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
TruGreen Social Campaign | 16
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
Summer Intern Project | 1
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”
TruGreen Social Campaign | 19
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
TruGreen Social Campaign | 22
Buying Time
Technical Insufficiency
Loca-Living GenerationHuman
+DIY
LocalCompetition
+ Case Studies =
TIMEOUT#TimeOut
CREATIVE CONCEPT
Time Outside
TimeOutfrom Life
TruGreen Social Campaign | 24
Time out of the work you would
be doing
TruGreen Social Campaign | 2
Activation #1
Activation #2
Activation #3
Content Calendar
Social Media Executions
CREATIVE
Summer Intern Project | 1
- 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
TruGreen Social Campaign | 27
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
TruGreen Social Campaign | 29
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
TruGreen Social Campaign | 29
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
Summer Intern Project | 1
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
TruGreen Social Campaign | 31
SET UP
CONTENT CALENDAR
TruGreen Social Campaign | 33
TruGreen Social Campaign | 34
TruGreen Social Campaign | 34
TruGreen Social Campaign | 33
Summer Intern Project | 1
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
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
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
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
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?
Recommended