Corporate Social Responsibility
Media Relations
Public Relations
Project Overview
During the pandemic, spending in the home care category skyrocketed as millions of Americans spent more time at home. The lawn care category in particular was thriving—and competition was growing with mom-and-pop shops, DIY brands, and digital disruptors.
Details
National lawn care provider TruGreen had 80% brand awareness in its service areas, yet only 30% of homeowners with a yard were using them. Even greater, door-to-door marketing—a key driver of TruGreen’s annual sales during the peak spring season—was significantly impacted due to the pandemic. The brand needed a fresh approach to increase leads and sales.
By seeding unique stories in the media whitespace and adding a relevant earned media platform in TruGreen’s marketing mix, Red Thread PR supported a meaningful lift in sales.
