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Doug Ayers - Quality Lawn Care Case Study Business Overview:
Quality Lawn Care is a privately owned and operated business that provides aeration, seeding, fertilizing, and gutter cleaning services. Over the years, owner Doug Ayers has worked to expand his services to compete with the bigger lawn companies who offer year-round care; his customer base has almost tripled in the past 7 years due to word of mouth or simple posters and flyers. QLC wanted to find an effective way to contact this existing customer base and inform them of new and improved services. Program Objectives: - Introduce a new service to existing clients
- Motivate customers to sign up before the end of March 2003
- Reconnect with customers who had not used services the previous year
Description of Services provided by DIG:
First, DIG segmented QLC's customer data into existing and dormant customers; these segments were then categorized by their previously used QLC services. A 5.5 x 8.5 postcard was designed using a graphic of a child playing on a beautiful lawn to appeal to the family oriented area where most of the QLC customers were located. DIG's goal was to provide QLC with the beginnings of a brand identity that they would easily be able to adapt in future mailings. Two versions of copy were written; one for current customers and one for dormant customers. Variable fields were added to thank customers for their past business by type of service and to highlight additional services that had been utilized before. Finally, a clear call to action with a time frame and simple instructions were incorporated into the design. 
Significant Results: - 1,034 pieces were mailed to existing and past customers
- 87 customers responded to the mailer, an 8.4% response rate
- 29 of the respondents signed up for the year round service
- Average sale to each new customer was $400
- Gross profit after print and postage costs was $10,830
Project Analysis:
This project had a terrific ROI. The marketing consultation, datawork, design and copywriting costs were minimal. The postcard provided the client with an eye-catching, competitive piece in their customer's mail stacks and the printing costs were minimized as it printed four-up on a digital press. With a little bit of thought from the DIG team, a client who suspected that they could not afford outside marketing communications help ended up with a professional piece that both sold a new service and built customer loyalty by thanking them for past business, a brand identity, and $10,300 in gross profit. The total cost of the project including postage was under $1,000...can you DIG it?
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