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February 7, 2020 Temple University

Marketing Project

WildLawn Marketing Project Thank you for joining the WildLawn Marketing Team. I hope we all learn something new.

Situation Analysis

Background

WildLawn is a new brand (launched December 2019) by a company called ArcheWild. WildLawn is a

homeowner-oriented service that seeks to help regular people feel good about themselves by doing

something environmentally-meaningful with their yards starting with – a native, alternative lawn.

Target Consumer Profile

The target customer is “Dana Evans.” She is a middle-aged, upper middle-class, white professional that

has been inundated with environmental messages from her peer group, from her media channels, and

from the non-profit organizations with which she volunteers. Dana is aware of needing to save

pollinators, of providing habitat for birds, for providing milkweeds for Monarch butterflies, buying

locally-produced food, of the need to re-use shopping bags, and of not using chemicals on her lawn.

But most importantly, Dana feels frustrated by her lack of empowerment to do anything meaningful for

the environment. She wants to do her part to heal the planet, but doesn’t know what to do.

Dana might or might not be aware of the environmental disaster we call the “American Lawn.” Mostly

likely she is vaguely aware that the lawn is a part of the environmental problem in the US, but doesn’t

realize how bad the lawn is for the environment. Dana is waiting for WildLawn to make her feel better;

she just doesn’t know about WildLawn.

WildLawn Marketing Capabilities

WildLawn, nor its parent firm ArcheWild, has much marketing infrastructure. There is a Facebook page,

an Instagram account, a SquareSpace website, and an Acuity scheduler. The website and Facebook page

have been online since December 15, 2019.

WildLawn staff posts very intermittent content on Facebook. WildLawn does not have an in-house

marketing professional. ArcheWild does engage with Main Street Hub to create and post simple

messages on Facebook, but not for WildLawn.

Completely organically, WildLawn has been interviewed by a columnist, a podcast channel, and a radio

station. No other media connections are planned as yet.

WildLawn does not have any other marketing capability.

From a business perspective, WildLawn has deep capabilities including a professional sales staff, a

robust production infrastructure, and a capable project delivery team. WildLawn uses a CRM system

and a suite of in-house Apps to run the business.

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Objectives WildLawn has as its primary 2020 objective to determine if enough demand exists within a limited

market to warrant a large financial investment in growing the brand. WildLawn has set a target of 50

paying customers in 2020 as the test for determining the readiness of a market.

As such, WildLawn has chosen Princeton, NJ and surrounding areas as its test market because of its

existing business presence and connections in that market, and because of its demographics.

Tactical Marketing Projects for Your Team to Consider

The WildLawn management team has identified several marketing projects it feels suitable for

collaboration with Temple students. They are:

o Evaluate available non-social media marketing channel options and choose the one or two with

the best chance of reaching our target “Dana Evans” profile. Craft up to 3 core marketing

messages to send using the chosen channels to generate 100 inbound calls per month or 50

appointments set per month

o Assume that Facebook is the primary channel for reaching our target profile. Design a multi-

prong approach for saturating our target’s Facebook page and Messenger app with enough

“views” to generate 100 inbound calls per month or 50 appointments set per month. Estimate

the marketing budget to achieve these metrics

o Assume that the WildLawn website should the primary interaction with our target profile, not

Facebook or another channel. Describe the comprehensive set of marketing-related activities

required to drive traffic to the website such that it generates 100 inbound calls per month or 50

appointments set per month

o Assume that WildLawn cannot possibly self-generate enough interest to meet our objectives

and that creating media “buzz” is the only feasible option for 2020. Craft a plan that has the

potential from taking the WildLawn brand from 0 to 100 miles per hour (so to speak) in a matter

of months, not years

o Reject our chosen target consumer profile and choice of test market and create a whole new

profile and choose a new test market, providing compelling evidence for why WildLawn should

shift its focus

o We are open to other project concepts. Submit your ideas quickly. But please seriously

consider the above list first, as we consider them highly relevant.

First Steps Choose a leader for your team that can take responsibility for moving the project along efficiently, for

managing team contributions, and for securing WildLawn staff time for conversations. Become familiar

with the WildLawn website and Facebook page. Understand ArcheWild and its Facebook page. Review

the documents created by an outside marketing firm that led to the creation of the WildLawn brand and

core messages (shared). Choose an objective for your team. Complete the Situation Analysis in your

first week, then start working on your objective. Use the shared drive for document sharing.

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Resources

https://wildlawn.com

https://facebook.com/wildlawn

https://www.instagram.com/wildlawn

[email protected]

Section 1 shared drive:

https://drive.google.com/drive/folders/1epmDtE--ls1bO6sABDhhQ67JTLxBBN-4?usp=sharing

Section 2 shared drive:

https://drive.google.com/drive/folders/1JDge8k9ZnkTXxWNjSCUbSJtOtQMfPu5Z?usp=sharing

Summary Your main contact for your project is me, Mark Brownlee [email protected]. Please do

not send e-mails to [email protected].

I have participated in a similar project while pursuing my MBA so I know this type of project is confusing

at first. My best advice is to just jump in and start working. Delays and hesitation beget more delays

and hesitations. Please also know that I have 3 fulltime jobs; it will be up to you and your team leader to

make the most of this opportunity to do real marketing for a real company.

If you have an urgent request and cannot reach me, please e-mail Iveta Gigova

[email protected].

Thanks! Call my cell anytime with questions.

Mark Brownlee, Principal

Office: 844-326-7344

Cell: 917-769-8373