3. TFL exists to provide Budding Family, Rooted in Knowledge and Soulful
Sunflower with sustained value and care within compelling customized outdoor
spaces. In so doing, it delivers community, beauty, and oneness to customers.
Towards that end, it offers expert guidance, fine gardening and maintenance with
an opportunity to expand to design/build, and have flexible, seasonal services.
Positioningstatement
4. • Cater to customer segments that desire community, beauty, and oneness from their outdoor
living spaces
• TFL should be leveraging its breadth of expertise in horticulture, design, and craftsmanship
to expand its services to maintenance guidance
• TFL has an opportunity to:
◦ focus on offering maintenance consulting, seasonal, and fine gardening services to these
segments which presents TFL with a higher probability that these customers will become
design/build clients
◦ establish a solid rapport with their clients and reveal their commitment to preserving and
sustaining their customer's desired experiences
◦ increase the volume of weekly and monthly maintenance services by offering consulting,
seasonal maintenance packages, and upgrades
Executive summary
5. • With a $50,000.00 annual marketing budget, strategies to reach TFL’s customer segments
include the following marketing touchpoints: development of a client database, website,
advertising communications, and customer feedback loop that will augment traditional on-
site client interactions
• Total goal objectives, gross revenue potential: increase from $34,075.00 to $78,756.00
(131% growth)
Executive summary
6. mission
Terra Ferma provides high quality design, craftsmanship, and expertise to
homeowners helping them visualize, transform, and experience enjoyment from their outdoor
living spaces. Through excellence in workmanship, horticulture, and craft, Terra Ferma
approaches the design process to inspire people to connect and identify with their
site in a deeper way. Terra Ferma creates customized compelling outdoor environments
through rigorous study of the site and its context, to balance the interplay of structure, people,
and nature. Offering superior guidance, a tailored approach, and attentive detail oriented care,
Terra Ferma is committed to help their clients preserve and sustain experiences of
community, beauty, and oneness within their landscaped spaces.
7. corporate OBJECTIVES Maintenance
Goal:
Increase Monthly Gross Revenue 23% from
$34,075.00 to $40,754.00
Incentive:
Increase Maintenance Services:
2x weekly
by 20% from
$13,665.00 to
$16,398.00
weekly
by 15% from
$18,125.00 to
$20,843.00
bi-weekly
by 10%
from $2,285.00
to $2,513.00
monthly
from $0.00 to
$1,000.00
(10%)
Introduce:
Meet Goal: receive
$250.00 bonus EOY
Exceed Goal: earn 3% total
Colin
Maintenance Director
Service acquisition:
8. corporate OBJECTIVES Maintenance
Service acquisition:
Goal:
$4,000.00 ($333.00/mo) / Increase Monthly
Gross Revenue 12% from $34,075.00
to $38,075.00
Incentive:
Meet Goal: receives
$200.00 bonus EOY
Exceed Goal: earn 1% total
Introduce Flat Fee Packages:
Small
$250.00
Medium
$500.00
Large
$750.00
9. Goal:
To generate design and/or build clients out of
current maintenance only clients
corporate OBJECTIVES Maintenance
upgrade incentives:
Goal:
10 comment cards a month with an average
of 8 or higher for feedback on service.
Rating 1-10
Incentive:
Incentive:
Receives 5% of total design/
build sales above $3,500.00 and
2% under $3,500.00
$25.00 Gift Card provided
for each team member
10. corporate OBJECTIVES Maintenance
upgrade incentives:
Goal:
To generate upgrades on maintenance services
from $0.00 to $2,000.00/mo.
Year End Goal: Gross Revenue 24% from
$0.00 to $24,000.00
Incentive:
Receives 5% commission
EOY, Staff receives 1%
commission EOY on total.
11. corporate OBJECTIVES Maintenance
Maintenance consulting services:
$1,250.00/pkg ($650.00/mon)
Goal:
To generate $2,500.00 in maintenance
consulting services each quarter
Year End Goal: Gross Revenue 10% from
$0.00 to $10,000.00
Incentive:
Meet Year End Goal:
Receives additional
$250.00 bonus. Teams
$25.00/$50.00
Receives
$100.00 each quarter when
goal is met
12. corporate OBJECTIVES Maintenance
Total Goal Objectives
Gross Revenue Potential:
up 141% from $34,075.00
to $78,756.00
Service acquisition Growth OPP Total Revenue
Summary
Upgrade Incentives Growth OPP Total Revenue
up 31% from $34,075.00
to $44,754.00
up 100% from $34,075.00
to $68,077.00
Introduction Maintenance Service
Growth OPP Total Revenue
up 10% from $0.00
to $10,000.00
13. Marketing audit
Broad idea
Serving their clients’ visions eloquently by combining the beauty of design paired with the
labor of construction and through attention to detail in the build and continued maintenance
of these outdoor projects which have produced impeccable improvements that demonstrate
pride, extreme detail, and expertise.
Specific touchpoints
• Website
• On-site
• Phone
• Post cards
• Signs
• Monument
• Email blasts
• Sponsorship
14. Market Overview
Market Landscape
• Range from licensed landscape architects to unlicensed designers/contractors
• Range from national 60-year old landscape companies to newer locally owned and
operated firms
• Fewer firms offer design/build under one roof, and even fewer offer design, build and
maintenance all under one roof
• Some firms differentiate themselves by offering landscaping service to commercial and
institutional sectors
In San Francisco metro area, approximately:
295
landscape and
designers
150
design/build
firms
26
design, build and
maintenance firms
134
landscape
contractors1 2 3 4
15. Market Overview
Trends in landscaping service
• Sustainable landscape services
• Green roofs
• Turf grass
• Outdoor kitchens and entertaining spaces
• Vegetable gardens, orchards, vineyards associated with local food movement
• Recreational amenities (e.g. pool, tennis courts)
How the market works
• Referrals through current clients, key partners such as architects, interior designers, general
contractors, and community network
• Partnerships with local nurseries
• Putting work out to bid
16. Market Overview
Key Decision Points
• Use of outdoor living space
• Desired experience from outdoor living space
• Customer is constructing, renovating, or purchasing a home
• Expectations of and satisfaction with outcome and process of services
• Seeing/experiencing someone else’s outdoor living space
• Lack of knowledge, ability and/or time to care for their outdoor space
17. Market Overview
Customer segments
The Budding Family is looking for community by spending time with
friends and family
Balanced Bonsai is looking for harmony to balance home and work life
Aspiring Japanese Maples are looking for validation to reinforce their
self image
Rooted in Knowledge is looking for beauty through the aesthetics of
their outdoor space
Soulful Sunflowers are looking for oneness through a connection with
everything around them
18. swot analysis
• Licensed landscape architecture
• Offers design, build and maintenance
services
• Boutique design
• Customized design
• TFL has experience and knowledge with
plants
Weaknesses
• Focus on residential homeowners only
• Weak purchasing power, which
reduces their profit margins
• High overhead
• No marketing
• Few qualified staff
(only when people get to work
with them)
• Lack of management of expectation
• No clear outline process
• Low transparency
• Poor communication
• Need to improve follow-up system with
customers
Strengths
19. swot analysis
• Increased demand for green roofs
• Design/build service is a trend
• The media’s high profile garden and
makeover shows
• People are aging. (Can no longer do the
heavy landscaping work)
• More Baby boomers with money
• Water usage is a concern now for many
gardeners
• Many busy households require gardening
services that save time and money.
Opportunity: low maintenance.
• Expand services to multi-family, commercial,
not-for-profit, public spaces, government
Threats
• Competitors:
• Non licensed companies offering
quality service for less money
• 60 year old companies with
established good reputations in
industry
• Some companies offer sustainable
design
• Substitutes:
• Nurseries: consumers can be more
autonomous
• Weak economy
Opportunities
5
6
7
8
9
20. Assumptions
With respect to the company's sector climate, it is assumed that:
• Positioning maintenance department as an entry point for obtaining new customers
who seek knowledge, guidance and direction, will attract new customer
segments that can ultimately become design/build clients as well.
• Budding family will respond favorably to tactics that allow them to entertain
with their family and friends, because they will be able to experience community.
• Rooted in Knowledge will respond favorably if TFL is viewed as a resource
for guidance and consulting to be able to restore their yard and to be able to immerse
themselves in gardening activities as well as experience beauty.
• Soulful Sunflowers will respond favorably if TFL helps them to create the
relaxing low-maintenance space they need at a good value, in order to make them feel a
deeper connection with their surroundings and nature and experience oneness.
21. Marketing objectives and strategies
Objectives:
• To position TFL as a design, build and fine gardening company and allowing market
entry at the maintenance level.
• To increase and diversify weekly and monthly maintenance offerings on a recurring basis
by offering consulting services, seasonal maintenance packages, upgrades and offerings to
the customer segments.
• To improve maintenance services by generating customer feedback.
22. Marketing objectives and strategies
Strategies:
Terra Ferma currently labels themselves as design, build and maintenance.
By positioning Terra Ferma’s maintenance department as fine gardening
it will not only showcase TFL as more than the industry standard “blow and go”, it will
allow them to leverage its breadth of expertise in horticulture, design, and craftsmanship and
tap into a new market where maintenance is the first offering and entry point.
CURRENT ENTRY POINT:
Design
Strategy
Design &
Fine Gardening
23. Marketing objectives and strategies
Strategies:
Secondly, by expanding its primary services offerings TFL will establish a solid rapport
with their clients by revealing their commitment to preserving and sustaining their customer's
desired experiences. TFL will do this through various marketing touchpoints including a
consulting package offering customers valuable information on trees, plants and flowers ideal
for your outdoor space; seasonal maintenance tips; and either a low-maintenance or
entertainment yard refresher design.
Expand primary
services
Touchpoints
Consulting Package
Seasonal Maintenance tips
Low-maintenance or entertainment yard
24. Marketing objectives and strategies
Touchpoints and Tactics:
CRM software will be used to develop a user friendly and accessible database for TFL
analysis in order to expand and improve offerings to clients, increase productivity and
streamline communication. The platform will help employees engage clients through custom
on-the-spot offerings and/or upgrade orders, which will improve the experience and showcase
TFL as a resource and expert. Database should include: Customer Information including
Name, Contact/Address, Services/Spend, Services Offered - Services Utilizing - Opportunities
for New Services/Lead Generation Other: Marketing, Management & Sales Tools - (Online,
Electronic, Website, Social Media, Project Management, Customer Lifecycles, Transportable
Service/Internet)
Consulting Package
◦ Produce Consulting Package brochure for print and online
■ Hand distribute brochure at events and/or onsite
■ Available on-demand through iPad
25. Marketing objectives and strategies
Online portfolio
◦ Produce portfolio (of completed fine gardening projects) for website
■ positioned differently than current website
Introduce upgrade and new fine gardening options
◦ Email Blasts
◦ E-newsletter
◦ Onsite
Expand seasonal offerings based on previous client work
◦ Email Blasts
◦ Promo item
Comment cards will give TFL a feedback loop that they currently are missing.
Comment cards will also include participation incentives like a maintenance discount or
loyalty rewards program for customers upon completion.
◦ Produce Comment Cards
◦ Cards will be given to clients on monthly basis to evaluate service
◦ Develop Incentive/Loyalty Program
26. Marketing objectives and strategies
Advertising: will introduce the updated fine gardening department, expertise through
consulting, additional offerings such as seasonal promotions, support the on-site offerings and
offer a feedback loop to stay attuned to customers needs and wants.
◦ Direct Mail
■ New Home Owner Mailers
■ Market Research List
◦ Ad in Local Publications
■ http://www.sunset.com/
■ http://www.ediblesanfrancisco.com/
◦ Radio - 30 second spot
◦ Online banner cross-promotion with local adjacent businesses
■ Nurseries
■ Hardware Stores
■ Exterior/Interior Design
■ Hardscape Suppliers
27. Marketing objectives and strategies
Community
◦ YR1
■ Polish Facebook, LinkedIn & Pinterest
■ Monthly blog entry with tips and how to’s
◦ YR2
■ Sponsor a community garden
■ School
■ Median
■ Park
◦ YR3 ‘How To’ (Tutorial Video)
■ Social Media, Blog ⇒ Web Series
Uniforms will increase visibility and add a polished look to improve the image of the
newly established fine gardening department.
28. expected results
CRM/ Database: TFL will see an ROI 82% or $31,360.00 in revenue.
Comment cards: TFL will see an ROI of 13%.
Advertising:
◦ Direct Mail & New home owner mailer: TFL will see an ROI of 6%.
◦ Online advertising: TFL can expect an average ROI of 9%
◦ Local Publication Ads: Through a four-time, half-page ad in Sunset
Magazine TFL will see an ROI of 12%.
◦ Radio: 96.5 FM Koit reaches over 1,592,000 loyal listeners per week.
Promo: The majority of people, 62 percent on average, report that they have done
business with someone after receiving a promotional item from them.
•
•
•
10
11
12
13
14
15
•
29. budget $49,000.00
CRM $ 17,200.00
Software 5,600.00
Part-Time Employee 5,000.00
Internet 1,800.00
Employee Training 4,800.00
Comment cards 800.00
Produce/Design 500.00
Printing 800.00
Promo items 1,000.00
Seasonal 500.00
Customer Loyalty 500.00
Consulting Package 8,600.00
15 iPads 6,000.00
Internet 1,800.00
Brochure Design 500.00
Brochure Printing 300.00
Fine Gardening Portfolio 4,000.00
Portfolio Design 1,000.00
Develop Selection Tool/ iPad 3,000.00
Advertising 17,400.00
Direct Mail
Print Design 500.00
List 500.00
Printing
300.00
Distribution 400.00
Online
Yelp Leader Board Ad
2 - 1 Month Spots
5,000.00
Radio
2 - 30 Sec Spot
1,800.00
New Home Mailing 1,000.00
Local publication ads
Sunset Magazine
4 - Half-Page
7,910.00
first year
30. budget $49,350.00
CRM $ 4,800.00
Employee Training 4,800.00
Comment cards 300.00
Printing (1,000) 300.00
Promo items 1,000.00
Seasonal 500.00
Customer Loyalty 500.00
Consulting Package 2,600.00
iPad internet 1,800.00
Brochure Design Revisions 500.00
Brochure Print 300.00
Fine Gardening Portfolio 500.00
Portfolio Design Updates 500.00
Advertising 25,650.00
Direct Mail
Print Design 500.00
List 500.00
Printing
300.00
Distribution 400.00
Online
Yelp Leader Board Ad
3 - 1 Month Spots
7,500.00
Radio
4 - 30 Sec Spot
3,600.00
New Home Mailing 1,000.00
Local publication ads
Sunset Magazine
4 - Half-Page
7,910.00
Edible SF
4 - ¼ Page
3,900.00
Sponsorship 10,000.00
Community Garden at School 10,000.00
Uniforms 4.500.00
New Uniforms 3,000.00
Name / Logo Imprint 1,500.00
Second year
31. budget $48,610.00
CRM $ 4,800.00
Employee Training 4,800.00
Comment cards 300.00
Printing (1,000) 300.00
Promo items 460.00
Seasonal (Spring) Seeds 160.00
Customer Loyalty 300.00
Consulting Package 2,600.00
iPad internet 1,800.00
Brochure Design Revisions 500.00
Brochure Print 300.00
Fine Gardening Portfolio 500.00
Portfolio Design Updates 500.00
Advertising 25,650.00
Direct Mail
Print Design 500.00
List 500.00
Printing
300.00
Distribution 400.00
Online
Yelp Leader Board Ad
3 - 1 Month Spots
7,500.00
Radio
4 - 30 Sec Spot
3,600.00
New Home Mailing 1,000.00
Local publication ads
Sunset Magazine
4 - Half-Page
7,910.00
Edible SF
4 - ¼ Page
3,900.00
GooGle Ad Words (SEO) $300.00
Events $4,000
DYI Gardening Class
Design/Build Showcase
Web series $10,000.00
Develop web series
Third year
32. First year detailed
CRM
Consulting
Package
Online
Portfolio
Fine
Gardening
Seasonal
Offerings
Comment
Cards
Advertising
Community
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
INSTALL - TRANSFER - TRAIN - IMPLEMENT - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
PRODUCE BROCHURE - PRINT & POST ONLINE
PRODUCE PORTFOLIO - - - - - POST ONLINE
MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY
EMAIL BLAST - - - - - - - - - - - - - - - CREATE NEWSLETTER - - - - - - - - - - - -
EMAIL BLAST - - - - - - - - EMAIL BLAST - - - - - - - - - - - - EMAIL BLAST - - - -
PRODUCE COMMENT CARDS - - START INPUTING DATA & ANALYSING ASAP
PRINT & POST ONLINE
NEW HOME MAILERS - - - - - - - - - - - - - - RADIO/PRINT/ONLINE ADS - - - - - DIRECT MAIL - - - - - - -
START BLOG - - - - - - - - - - - - - - - - - - - - - - COMMUNITY GARDEN - - - - - - - - -
34. Appendix
Reference
1 http://www.houzz.com/professionals/landscape-architect/san-francisco
2 http://www.houzz.com/professionals/landscape-contractors/san-francisco
3 http://www.houzz.com/professionals/s/landscape-design-build/c/San-Francisco-Metro
4 http://www.houzz.com/professionals/s/Landscape-design-build-maintenance/c/San-Francisco-
Metro
5 http://www.guardian.co.uk/environment/blog/2011/may/19/green-roof-gardens-plants-new-
york
6 http://www.dbia.org/about/designbuild/
7 http://www.agingstats.gov/agingstatsdotnet/Main_Site/Data/2012_Documents/Docs/
EntireChartbook.pdf
8 http://money.usnews.com/money/blogs/On-Retirement/2013/01/15/how-baby-boomers-will-
change-the-economy
9 http://www.clca.us/water/FeaturedLandscapes/index.html
10 http://crmoutsiders.com/2011/11/29/the-secret-lesson-hiding-in-nucleus-researchs-roi-study/
For every dollar spent on CRM, companies were seeing a return of $5.60 in benefits.
11 http://blog.designfacilitator.com/tag/roi/
12 http://printinthemix.com/Fastfacts/Show/575
