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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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12
Kyle Cassidy
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2
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12
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.
Page
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Page
4
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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?
Page
5
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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.
Page
6
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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.
Description: 60 seconds
________________________________________________________________________
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!
Page
7
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12
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!
Page
8
of
12
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
Page
9
of
12
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.
Page
10
of
12
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.
Page
11
of
12
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)
Page
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