Helping A Successful Landscaping Firm Grow Brand Awareness.
Serpico is a professional landscaping company that serves HOAs in the California Bay Area. Started with one truck and a dream, the company has flourished into one of the largest firms in the Bay Area by putting customers first. After almost 30 years in business, it was time to rebrand the look and messaging of Serpico across the board. This included a new website and marketing campaign to help further business growth.
Digging Deeper Into The Market Situation
S.O. CREATIVE started by doing a deep dive with Serpico’s leadership team to understand their challenges, goals and sensibilities. We then analyzed the Serpico marketing data from the Serpico Team and select industry sources. From there, we crafted an advertising strategy and editorial calendar that would increase Serpico’s already strong reputation and leverage that reputation with savvy Bay Area HOA Board Members, Community Managers and Commercial Property Owners.
Redefining Landscaping Excellence
We developed an overarching brand concept based on the fact that Serpico Landscaping is unique in the industry in its approach and benefits to HOAs and Property Managers. To drive this point home to Serpico’s target audiences, the campaign works by creating new terms and language that reflect Serpico’s differences, such as “Partnerscaping”, “Dreamscaping”, “Planscaping”, and more.
In essence, the campaign redefines what landscaping excellence should be while speaking directly to Serpico’s unique selling points in a way that is both modern and memorable.
Revamping Their Look And Feel
The S.O. CREATIVE team developed several logo looks for Serpico to choose from, focusing on freshness and simplicity. The winning logo is simple in design, yet highly memorable, in tones of earth and green. It is a mark that will work well on all applications from business cards to service trucks.
Our team redesigned the website to align with the new brand look and overarching brand strategy. To ensure the website would deliver long-lasting organic web traffic, we made sure to design and develop the website in-line with SEO best practices. The end result is a website that functions as beautifully as it looks.
Marketing The New Brand
To increase brand awareness and generate leads, we developed industry-specific content in the form of case histories, blogs and a landscape contractor comparison toolkit. The content provides invaluable information that the target audience can use in their own business, such as how Serpico provides ROI, the value of different water-saving services, and how to better serve HOA residents. In this way, the target audience can glean some quality expertise in exchange for their contact information.
We then strategically aligned the content releases with the seasonal needs of HOAs and commercial property owners. We used a combination of the following marketing and advertising channels:
- e-mail blasts
- search engine marketing
- social media marketing (organic and paid)
- on-going SEO consulting
How Serpico’s New Brand Is Taking Root
The Serpico Team takes great pride in the refreshed brand look and believes the new website more accurately reflects their expertise and commitment to providing quality service. Additionally, they love how the design features rich images of the landscapes they’ve designed and cared for in the Bay Area. The new website has also deepened their current clients’ understanding of Serpico’s expertise and services which has resulted in an increase of revenue from existing accounts.
We’re still in the early stages of the brand awareness campaign, but we’ve been quite pleased with the performance thus far. Within the first six months Serpico received 21 bid requests via the website form and overall website traffic has increased by 155%. The digital ads received 492,731 impressions from the targeted audience with click-through rates that exceeded industry averages. Additionally, there was an overall increase in social media engagement and audience growth rates.