WildLawn Marketing Project Thank You For Joining WildLaw

WildLawn Marketing Project Thank you for joining the WildLawn Marketing Team. I hope we all learn something new. Situation Analysis Background WildLawn is a new brand (launched December 2019) by a company called ArcheWild. WildLawn is a homeowner-oriented service that seeks to help regular people feel good about themselves by doing something environmentally-meaningful with their yards starting with – a native, alternative lawn. Target Consumer Profile The target customer is “Dana Evans.†She is a middle-aged, upper middle-class, white professional that has been inundated with environmental messages from her peer group, from her media channels, and from the non-profit organizations with which she volunteers.

Dana is aware of needing to save pollinators, of providing habitat for birds, for providing milkweeds for Monarch butterflies, buying locally-produced food, of the need to re-use shopping bags, and of not using chemicals on her lawn. But most importantly, Dana feels frustrated by her lack of empowerment to do anything meaningful for the environment. She wants to do her part to heal the planet, but doesn’t know what to do. Dana might or might not be aware of the environmental disaster we call the “American Lawn.†Mostly likely she is vaguely aware that the lawn is a part of the environmental problem in the US, but doesn’t realize how bad the lawn is for the environment. Dana is waiting for WildLawn to make her feel better; she just doesn’t know about WildLawn.

WildLawn Marketing Capabilities WildLawn, nor its parent firm ArcheWild, has much marketing infrastructure. There is a Facebook page, an Instagram account, a SquareSpace website, and an Acuity scheduler. The website and Facebook page have been online since December 15, 2019. WildLawn staff posts very intermittent content on Facebook. WildLawn does not have an in-house marketing professional.

ArcheWild does engage with Main Street Hub to create and post simple messages on Facebook, but not for WildLawn. Completely organically, WildLawn has been interviewed by a columnist, a podcast channel, and a radio station. No other media connections are planned as yet. WildLawn does not have any other marketing capability. From a business perspective, WildLawn has deep capabilities including a professional sales staff, a robust production infrastructure, and a capable project delivery team.

WildLawn uses a CRM system and a suite of in-house Apps to run the business. 2 | P a g e Objectives WildLawn has as its primary 2020 objective to determine if enough demand exists within a limited market to warrant a large financial investment in growing the brand. WildLawn has set a target of 50 paying customers in 2020 as the test for determining the readiness of a market. As such, WildLawn has chosen Princeton, NJ and surrounding areas as its test market because of its existing business presence and connections in that market, and because of its demographics. Tactical Marketing Projects for Your Team to Consider The WildLawn management team has identified several marketing projects it feels suitable for collaboration with Temple students.

They are: o Evaluate available non-social media marketing channel options and choose the one or two with the best chance of reaching our target “Dana Evans†profile. Craft up to 3 core marketing messages to send using the chosen channels to generate 100 inbound calls per month or 50 appointments set per month o Assume that Facebook is the primary channel for reaching our target profile. Design a multi- prong approach for saturating our target’s Facebook page and Messenger app with enough “views†to generate 100 inbound calls per month or 50 appointments set per month. Estimate the marketing budget to achieve these metrics o Assume that the WildLawn website should the primary interaction with our target profile, not Facebook or another channel.

Describe the comprehensive set of marketing-related activities required to drive traffic to the website such that it generates 100 inbound calls per month or 50 appointments set per month o Assume that WildLawn cannot possibly self-generate enough interest to meet our objectives and that creating media “buzz†is the only feasible option for 2020. Craft a plan that has the potential from taking the WildLawn brand from 0 to 100 miles per hour (so to speak) in a matter of months, not years o Reject our chosen target consumer profile and choice of test market and create a whole new profile and choose a new test market, providing compelling evidence for why WildLawn should shift its focus o We are open to other project concepts.

Submit your ideas quickly. But please seriously consider the above list first, as we consider them highly relevant. First Steps Choose a leader for your team that can take responsibility for moving the project along efficiently, for managing team contributions, and for securing WildLawn staff time for conversations. Become familiar with the WildLawn website and Facebook page. Understand ArcheWild and its Facebook page.

Review the documents created by an outside marketing firm that led to the creation of the WildLawn brand and core messages (shared). Choose an objective for your team. Complete the Situation Analysis in your first week, then start working on your objective. Use the shared drive for document sharing. 3 | P a g e Resources [email protected] Section 1 shared drive: Section 2 shared drive: Summary Your main contact for your project is me, Mark Brownlee [email protected] .

Please do not send e-mails to [email protected] . I have participated in a similar project while pursuing my MBA so I know this type of project is confusing at first. My best advice is to just jump in and start working. Delays and hesitation beget more delays and hesitations. Please also know that I have 3 fulltime jobs; it will be up to you and your team leader to make the most of this opportunity to do real marketing for a real company.

If you have an urgent request and cannot reach me, please e-mail Iveta Gigova [email protected] . Thanks! Call my cell anytime with questions. Mark Brownlee, Principal Office: Cell: mailto: [email protected] [mailto: [email protected]]

Paper For Above instruction

Introduction

The rise of sustainable and environmentally conscious consumer behavior has created new opportunities for niche marketing strategies, especially in environmentally-friendly home services. WildLawn, a fresh entrant in this landscape, aims to revolutionize lawn care by promoting native and eco-friendly alternatives that resonate with environmentally aware homeowners. This paper analyzes WildLawn’s current situation, target customer profile, marketing capabilities, objectives, and proposes strategic marketing initiatives to establish a strong market presence in Princeton, NJ.

Situation Analysis

WildLawn, launched in December 2019 by ArcheWild, is a service dedicated to transforming traditional lawns into eco-friendly native landscapes. Despite its recent entry, the brand faces significant challenges due to limited marketing infrastructure, minimal social media engagement, and no in-house marketing expertise. The company’s digital footprint includes a Facebook page, an Instagram account, a website built on SquareSpace, and an Acuity scheduler. The company’s marketing efforts are primarily organic, with intermittent media coverage, which limits its reach. However, WildLawn benefits from a robust business infrastructure, including a professional sales team, production capabilities, and CRM systems, providing a solid foundation for growth.

Target Consumer Profile

The ideal customer, Dana Evans, exemplifies middle-aged, upper-middle-class professionals who are environmentally conscious but feel frustrated by the lack of actionable solutions. Dana is aware of environmental issues such as declining pollinator populations, habitat disturbance, and chemical use on lawns but struggles with empowerment. She looks to WildLawn as a solution that can make her feel effective in her environmental efforts without requiring extensive effort or understanding of complex issues. Such consumers are critical for WildLawn’s growth strategy, especially in affluent suburban areas like Princeton, NJ.

Marketing Capabilities and Gaps

Currently, WildLawn’s marketing capabilities are limited to social media presence and some organic media attention. There is no dedicated in-house marketing team, and the company’s digital outreach is sporadic. Given the limited resources, WildLawn's main strengths lie in its sales infrastructure and operational capabilities, not in marketing. The need for a targeted, cost-effective marketing strategy is clear to convert awareness into engagement and ultimately customer acquisition.

Objectives

WildLawn’s primary objective for 2020 is to evaluate the market’s demand, establishing whether it can attract at least 50 paying customers in the Princeton area. This test will inform whether to scale investments and expand geographically. Achieving this requires generating sufficient awareness and interest through targeted marketing channels that resonate with the target demographic.

Proposed Marketing Strategies

1. Non-social Media Channel Evaluation: Analyze options like local events, partnerships with environmental organizations, and direct mail. After assessment, select one or two to implement, crafting three core messages tailored to Dana Evans’ environmental values and desire for empowerment, aiming for 100 inbound calls or 50 appointments per month.

2. Facebook Saturation Approach: Design a multi-prong strategy that involves boosted posts, targeted ad campaigns, and community engagement to maximize views and interactions. Estimate a realistic marketing budget to reach the target metrics, focusing on affordable, high-impact engagement tactics.

3. Website Traffic Generation: Develop an integrated plan that combines local SEO, content marketing, and strategic outreach to drive traffic to WildLawn’s website, converting visitors into inbound inquiries or bookings, with the goal of 100 calls or 50 appointments monthly.

4. Media Buzz Creation: Recognize that organic growth alone may be insufficient; therefore, craft a media campaign leveraging local media, influencer outreach, and press releases to generate excitement and viral interest, accelerating WildLawn’s brand awareness rapidly.

Shifting Focus and Market Segmentation

If the initial target demographic or test market proves unsuitable, consider redefining the consumer profile—for example, targeting younger eco-conscious homeowners or commercial property managers—and selecting an alternative geographic market with similar characteristics. Evidence-based reasoning, including demographic studies and environmental consciousness metrics, would support such a strategic pivot.

Conclusion

WildLawn’s entry into eco-friendly lawn care presents an attractive opportunity to capitalize on rising environmental consciousness among homeowners. Strategic, targeted marketing efforts, leveraging both digital and traditional channels, are essential for building awareness, generating inquiries, and ultimately establishing a foothold in the niche market of Princeton, NJ. With careful planning and execution, WildLawn can move from a nascent brand to a recognized leader in sustainable landscaping solutions within a short timeframe.

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