The Grass is Greener with Segementation

Services:



Data Modeling and Test Planning
Direct Mail
Creative and Response Optimization

Our creative and strategic segmentation approach helped drive higher response and customer growth for the nation’s leading lawn care company.

8%

Lift in response though localization

Even though TruGreen is the nation’s #1 lawn care service company, customers still value having a local expert care from their lawns. Our Localized Control Test integrated location-based data to drive more relevance and boost confidence in their regional expertise. Our optimized version yielded a higher net response and became the new control.

Up to 35%

Lift via segmented messaging

Using data modeling, we identified select segments from TruGreen’s prospect audience who have unique needs, and presented them with relevent benefits to explain how TruGreen’s lawn care experts can give them a lawn they’ll love. Initial testing with messaging targeting for these segments saw significant gains over their evergreen control messaging. Customized campaigns for people wih an affinity for golf saw a 28% lift over the control, while tailored creative for DIY-minded homeowners showed a strong 35% over the control.

10%

Growth YOY

We combined localized messaging with proven winback strategies to help Trugreen re-engage past customers- one lawn at a time. The result? A 10% higher winback rate, proving that when messaging feels personal, customers remember why trusting the pros at Trugreen is your best choice for getting the lawn you love.

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NEW YORK

254 W 31st Street

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New York, NY 10001