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Spartan Irrigation | ArborLawn

Witco | Drive-All

Project Overview

Challenge

Spartan Irrigation and ArborLawn are considered sister divisions and are meant to cross-sell each service to the customer base. Over the past 30 years both companies have been successful selling the core service to the applicable markets. The challenge has been effectively cross-selling one company to another utilizing their in-house and outside sales technicians as well as explaining that both companies are owned by the same people since both brands were very different. The lose of potential business to a competitor has slowly begun to impact the credibility of each companies benefits since the message was never clearly defined as to the mutual ownership and more importantly the fact the irrigation customers were prime candidates for lawn fertilization and vice-versa.

Solution

GNA Marketing Group was contracted to define the co-branding strategy and launch a comprehensive website strategy that would competitively and effectively tie each brand together and encourage users to visit both sites based on incentives and relevant marketing messages. Since the irrigation and lawn fertilizing industry is highly competitive it was necessary to research Spartan and Arbor competitive positioning within their service areas. From the results its was defined that they had the highest reputation and longest service record for a regionally based service. We proceeded to develop a cross-brand strategy that would be highly recognizable and visually impacting for the industry type. From the branding strategy a website design and marketing strategy was developed and executed to the target audiences in order to bring attention to the customers who use Spartan Irrigation and those who use ArborLawn. This cross-sell strategy also included providing the visitor to the website with relevant information on the importance of the services and technical issues.

Services Provided
  • Marketing and Creative Strategy
  • Website Design and Development
  • Ecommerce Shopping Cart Solution
  • Brand Identity Development
  • SEO Marketing Strategy