The Client

As a neighborhood lawn and tree care franchise, Spring-Green has franchisee operations in more than 7,500 neighborhood communities across the country. Like any multi-unit business, consistent and strong brand imagery can become a challenge when multiple owners are trying to drive leads and sales to their business. Founded in Naperville, Illinois, in 1977, Spring-Green is renowned for delivering quality, service, professionalism and value to its customers. They contacted Oneupweb to integrate a display ad campaign to drive business specifically to their Chicago area franchisees. And Oneupweb responded with a campaign that lived up to Spring-Green’s reputation.

The Tactics

• Create a display ad campaign communicating directly to the needs of the Chicagoland audience, emphasizing the solutions Spring-Green provides for native lawn and tree care problems.
• Emphasize the convenience and value Spring-Green services provide and attract new customers in the area with service discounts, free quotes and organic lawn care options.
• Launch the targeted campaign ahead of competing area lawn care services, ensuring that local Spring-Green franchise operators were top of mind.
• Using a run of network campaign targeted only to Chicago IP addresses and an aggressive retargeting push—maximize response to a very short, seasonal campaign.

The Takeaway

By integrating the display ad campaign with Spring-Green’s robust paid search strategy and a local radio campaign, Spring-Green saw terrific results in their native Chicago market. They set a great example of how to promote a specific local operation while also boosting the integrity of the nationally recognized brand.