The Place for Pros
- Green Industry
- DeliverablesAdvertising, Architecture, Audience Identity, Brand Health, Customer Experience, Data & Analytics, Email Marketing, Endemic Media, Identity, Influencer Marketing, Mobile, Motion Studio, Naming, Personality, Positioning, Programmatic Media, Public Relations, Research & Trends, Social Media, Trade Shows
The Place for Pros
Challenge
Never have we been presented a branding challenge quite like John Deere Landscapes (JDL). A truly iconic brand with worldwide awareness and enviable market share as North America’s largest distributor of landscaping material, this wasn’t your average brand refresh. On the heels of an acquisition by a private equity firm, JDL could no longer use its household name. And with the objective of refocusing its efforts squarely on the landscaping professional, Swanson Russell was tasked with developing a new name, brand position, identity and launch campaign.
Solution
Our research revealed that the long, hard hours that landscape contractors work often go under-appreciated. Not here. JDL was the first place landscapers went for everything from pavers to plants, and people who understand their challenges. We leaned into that insight to build the new brand and philosophy of SiteOne Landscape Supply.
Each branch was like a neighborhood tavern, where “everybody knows your name.”
Starting Strong
Rebranding an industry giant was no easy task, but it was a huge opportunity. Research showed that our landscape supply branches were a daily destination for the green industry professional — a place to gather, connect and start each day with exactly what they needed. So, we reimagined the company's new identity as a source of camaraderie and business-building solutions, distinct from all competitors in its focus on the customer, its knowledge of the industry and its welcoming culture. Our recommended name, SiteOne, capitalized on the store’s role as the first place landscape contractors go for all of the essentials. Our logo, with a subtle nod to home base, conveyed strength and stability and a place to grow.
The new tagline, Stronger Together, spoke to the shared success achieved when company and customer work as one. Our visual identity needed its own strength as well, so we curated a look and feel rooted in energy and authenticity. Bold colors created impact. Crafted typography grabbed attention. And photography of real customers doing real work showed respect long overdue in the industry.
Building Grassroots Support
With the new identity in place, SiteOne launched at the green industry’s largest tradeshow, the GIE+EXPO in October 2015, with a new booth, at-show promotion and a press conference. The show was capped by a supplier/customer celebration event, where glasses were raised to toast the new brand.
Following the show, a high-impact mailer was sent to customers, prospects and other key contacts, with a personalized message from the CEO. Within two months of the launch, all store signage and merchandising at the company’s more than 400 locations were converted to the new brand.
Breaking the news about the brand was step one. Making our audience care was next.
A Master of All Trades
From golf course superintendents to landscape contractors to pest control specialists, SiteOne's mission was to serve a broad range of professionals. Our digital and print campaigns reflected the unique mindsets of our audiences with focused messaging and imagery speaking to the solutions we have to offer them.
Gaining pro-mentum as the green industry's number one destination.
Our connection with landscape professionals allowed us to position our first major sales promotion as SiteOne as an exclusive experience — the Pros Only Sales Event. The campaign successfully increased year-over-year sales volume at participating stores.
Landscape pros, listen up. Placed on English and Spanish stations in key markets, our Pros Only radio spots supported the campaign with a creative hook making clear who we were speaking to while playing up their pride in their craft.
Plug Your Ears
Wasting No Time as a Content Leader
To keep customers ahead of the constantly changing Green Industry, we created an industry-first social video series showing how to reduce costs, labor and stress — all while having some fun and making the most of their limited time.
Establishing a Perennial Performer
Brand development was only the beginning. SiteOne leadership had an aggressive strategy to expand its footprint across North America and onto Wall Street — with initiatives to drive growth, increase brand awareness and strengthen customer acquisition and retention. Our cohesive, differentiated brand message played a critical role, and all initial signs pointed to a highly successful brand launch:
Revenue Growth at the End of the New Brand's First Year
Increase in Stock Price on the First Day of NYSE Trading
