Franchise Marketing - Client: Lawn Doctor

Objective - Design a marketing program to drive leads to over 250 individual Lawn Doctor Franchises during key seasonal windows for each region of U.S. Allow Franchises to leverage MHI's expertise to place local advertising at low, Nationally negotiated rates. Advise Lawn Doctor on which media to use and how to execute program to optimize cost per lead.

What we did…what happened - MHI designed a program across 6 different media channels (co-ops, print, wraps, etc.). Program spend was optimized in terms of mix, schedule and frequency unique to different regions. A custom web portal was designed for ease-of-use and to support the Franchise base. MHI collaborated with Lawn Doctor Corporate on a communication strategy to educate Franchises about the programs and to encourage participation. Franchises enjoyed savings of between 50% and 200% over what they would pay for same media buying on their own.

The program is an unqualified success. Every media channel is delivering average costs per lead below the target goal. Lawn Doctor is looking forward to adding new media channels to the program and increasing levels of Franchise participation.