Highland

Landscape
Supply-Marketing
Plan
Marketer: Kyle Cassidy
Marketing plan for Highland Landscape supply which
summarizes current perceived company position in
landscape/ hardscape market and the objectives that can
improve that market position.

H i g h l a n d L a n d s c a p e S u p p l y
5 8 6 0 W i l s o n M i l l s R d .
H i g h l a n d H e i g h t s , O H
( 4 4 0 ) 4 4 2 - 9 0 9 3

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Mr. James Alfieri,

Marketing a new product or service in todays highly competitive environment can be a
challenge to any new or old business. The condition of the market and a highly informed and
spoiled for choice customer base in the Landscaping/Hardscaping market, make it a specialized
task to position your brand for both maximum visibility and enhanced respect among your
customers.
Developing product strategy and brand awareness is what I do best, and providing
quality services to businesses just like yours is my specialty. I provide custom made marketing
strategies and services for your brand in accordance with the vision of your company and its
goals. The results are an enhanced market presence for your brand and a significant return on
your investment as our growing list of satisfied clients will bear witness.
It would be my honor and pleasure to work with your prestigious company in marketing
your products to a wider customer base. Given a chance, I can prove our value for your
prestigious company by producing and delivering a specific marketing plan aiming to reach the
highly influential customers.
Please take a moment to go through my attached business proposal to find out the
value our collaboration promises to bring to your business. I am looking forward to hearing
from you soon.

Sincerely,

Kyle Cassidy

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Current
Highland Landscape Supply (HLS) currently is a single location distributor located on 5860
Wilson Mills road in Highland Heights, Ohio. The actual store is located directly next to a garden
center with a large product display right in front of both stores. Other than the distracting
garden center display the location is great for expressway access being only two short minutes
from an I-271 exit. HLS does most of its business during the spring and summer months, and
has many returning contractors and seasonal customers from local businesses and residencies.
HLS owner, James Alfieri, has just finished a hardscape edging patent that is planned to launch
sometime in 2014. It has positioning on three social media sources:
Facebook
Google +

LinkedIn
HLS also is a direct distributor of Belgard and Unilock products, which are top in the industry.
Both Belgard and Unilock are the second party distributors of Oldcastle, which is one of the
largest permeable paver manufacturers in North America. This makes HLS a third party
distributor and significantly cuts purchasing costs and increases ROI when selling product.
Overall, Highland landscape supply is doing average business and has and average revenue
stream to support yearly sales with little, to no effective advertising efforts.
Why do customers buy HLS already?
Since HLS has been family owned for many years, it is a locally well-known establishment that
has gained the trust of many local contractors for having high quality materials. It is considered
one of the best landscape supply companies in Highland Heights.

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What does HLS offer that competition doesnt?

HLS carries only the finest products and offer a wide variety of colors, styles, shapes and sizes.
Masonry hardscaping products, landscaping materials, tools, aggregates and cement products
are available, all at one
location, unlike many of local
competitors who only carry
either landscaping or
hardscaping products. HLS
also offers direct Belgard and
Unilock products.

What are biggest selling points?
1. Staycation
a. Choosing a long-term HLS staycation over short-lived vacations
2. Investment
a. Any hardscape addition to a home raises the resale value
3. Quality assurance
a. Quality products and quality service guaranteed
What is current HLS brand?
HLS brand currently is more of a landscaping establishment rather than the hardscaping supply
that is desired. This could be due to the garden center directly next door, or the lack of effective

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advertising. What HLS is known for is the detailed hardscape and quality landscape supply,
material, and tools.
What is current marketing of competition?
HLS competition has many marketing opportunities that HLS lacks. This includes advertising via
media outlets such as radio, TV, billboard, newspaper, social media, and local businesses. Other
outlets include publications, case studies, or idea books for consumers to look deeper into what
the company is capable of.
Why do customers go to competitors?
Competitors are able to get ahold of much needed consumers for many possible reasons. It
could be because the lack of advertising, or simply because of the overwhelming visual of the
garden center as you drive by and not HLS. Being tucked away behind a bunch of plants does
not reflect hardscaping or stone work in the least. Better advertising and brand awareness can
help bring more clients through the door.
What is HLS #1 reason customers should go to them vs competition?
Quality. While many suppliers and contractors claim quality, HLS takes pride in every
installation. They provide the best quality materials and tools for all landscaping and
hardscaping jobs with little to no call back ratio. This is something to pride and brand your
company on because when someone is spending thousands of dollars on your services, they
want to know they are getting quality products and service.
What is HLS biggest marketing problem?

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The biggest marketing problem is simply the LACK OF marketing the HLS produces. Yes, they
have greatly increased social media outlets through this last year as part of a new hire, but still
need to invest in larger demographic marketing. Social media can only go so far.
Potential customer demographics:
Men and woman ages 35-65 with an above average income. Men can be targeted through their
natural attraction to hardscapes and the roughness of the outdoor living experience. Women
are normally the deciding factor when it comes to home design which also allows for a more
feminine approach. 35-65 refers to a more financially stable age and represents homeowners
and not a younger demographic that might be renting or in temporary housing.
Empty nesters and families are also potential customers because the empty nesters normally
have extra money to spend on themselves and families want investments that can be utilized
on a daily basis. Families with children normally make safer decisions which are why I believe
they will see the long-term home investment as a better deal than a short lived vacation.
Potential customer income:
The average American income is roughly $50,000 and I am not excluding these people as non-
consumers, just less likely to use HLS services. $50,000 is the minimum, but this should not
be an issue seeing that all the surrounding areas of Highland Heights have a $75,000 average on
the low end. Other surrounding areas like Gates Mills are over $100,000 average.
Radio and TV stations that fit ideal customers demographics:

WDOK 102.1- This station works very well at obtaining more of the female demographic
HLS is looking for. They average age is 49 years old and holds a 65% female market. The
average listening time is very high being 10:00 per week.

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WKNR 850- This station is an average option with 30% of their market being 35-44 and
the other 30% between 44-65. It also has an average listening age of 44 years old with a
decently high listening rate of 7:30 per week. This demographic is mostly male with a
84% male listening rate which coincides with it being sports talk radio. I thought this
would be a great station to be creative with and maybe make a stone cold player of the
week brought to you by HLS.

WJMI 105.7- Oldies channel is a mush when it comes to HLS ideal customers. With a
high listening rate of 9:15 per week and an average age of 50 years old, 105.7 is a very
viable option. Advertising on this radio station could be very beneficial because 85% of
the audience composition is between the ages of 35-65, which is perfect for HLS. To top
it off it even has a perfectly balanced ratio of both men and women listeners.

60 second radio spot (straight read):

Client: Highland Landscape Supply

Description: 60 seconds

Product: Landscape/ Hardscape Supply

Airing: M-F, mornings and afternoons

________________________________________________________________________
Announcer:
Thinking about going on a vacation with your family?....
Or are you a homeowner that needs more space to entertain friends and family?...
If this sounds like you, LISTEN UP because Highland Landscape Supply has a Hardscape solution
for you!
Here at Highland Landscape Supply, it is our goal to provide you with a wide range of products
to suit your every outdoor living need.
We provide stone hardscape solutions for your home that will benefit both you and your
family!

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Why go on an expensive vacation, when you can make and Hardscape investment to your home
that will last a lifetime, not just one short weekend!
Enjoy the great outdoors with our signature paver patios, fire pits, stone outdoor kitchens and
much much more!!
Our experienced staff is available to assist you in product selection and can help you with all
aspects of your construction project. Whether you are a contractor, architect or homeowner,
we are delighted to assist you in every way.
We carry only the finest products and offer a wide variety of colors, styles, shapes and sizes.
Masonry hardscaping products, landscaping materials, tools, aggregates and cement products
are available, all at one location, for your convenience.
Our mission is to continually satisfy your highest expectations for quality, service and integrity.
It's a mission fulfilled through years of repeat business, and a commitment to improving not
just your home, but your everyday living!
Make the right choice when choosing a hardscape installation and call Highland!
Call us now at 440- 442- 9093 to request a quote and start investing in what really matters.

30 second TV storyboard: Switched it up with the STAYCATION campaign storyboard!

Nothing to do after the first day on

the beach? Getting b ored?

You will never get b ored with your

very own Highland Landscape Supply
paver patio or paver fire-pit anyone
can appreciate for years to come!

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Wish you could have a vacation that

lasts a lifetime?

No more overpriced food and

beverages!

Now you can with Highland

Landscape Supplys staycations!

Create your own memories over

your favorite drink with a Highland
Landscape Supply stone bar!

TV:
TV advertisements would also be beneficial via FOX 8 weather channel while forecast is being
shown. Packages for that can be purchased for week or day periods. ESPN or the discovery

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channel would also be top choices seeing that they are in the most viewed around the
Cleveland area.
Plain Dealer ad:
I felt it important to include pictures in the ad to give both a creative visuals and to make the ad
pop from the other plain ads out there. I also wanted to add the dotted lines to make this
coupon able to be cut out, or look like it can be cut out to engage consumer, call to action, and
draw attention.








Billboard ad:
This ad needs to be seen and understood quickly since people dont have much time to read
while driving by. Thats why along with the patio photo backdrop I included large, easy, to the
point wording. They can see the HLS logo, address, phone number, and credentials all in one
quick scan of the eye. Focus words like investment, quality, lifetime, and trust are either bolded
or underlined to draw attention to the qualities pertaining to new brand.

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Internet ad:
The internet ad has both information and visuals to not only attract the consumer, but give
them some reassuring information as well. Showing both what is possible via the background
photo and also giving the written information doesnt limit HLS to which customers the ad
attracts because it goes for both readers and visual learners. At the bottom is a coupon that is
redeemable via download, all you have to do is click and print. The red arrow will not be on the
ad, it is just in place to add emphasis to the clickable option of the online coupon.

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How much does HLS advertise on the above mediums?
None, which can really hurt awareness of the business and future cash flow when/ if regulars
die out.
What problem is HLS solving for the potential customer?
The biggest problem that HLS can solve for the consumer is in regards to the staycation
campaign. Not everyone can afford to take their family on vacations every year, or they want to
make a smarter investment with their money instead of a one week vacation. I feel that
showing consumers the long term investment they are making in their home and the money
they save by spending it on a staycation instead of a short-lived vacation will definitely relieve
some pain.
How will everything be evaluated?
Customer needs Analysis (CNA)

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Survey each future customer and as many previous as possible

What were their pros and cons
How did they hear about you?
o What medium works best than can be focused on or continued with
greater detail.
Call back rate
How many people are actually calling in to ask more about HLS or submit
coupons. This way you can track the most successful mediums and expand upon
them.
Coupon submission
The more coupon submissions the more money in your pocket, and positive
exposure.
Increase in Leads
If HLS notices an increase in number of leads/jobs they worked on from previous
years.
Size/ variety of projects
The more consumers think you can do the larger the jobs can be. The larger the
project the greater ROI you receive. This would also work in the favor of using
these larger projects as future picture advertisement via social media or any of
the mediums talked about above.