This was the re-launch of an old Georgia company. Customer research revealed that its strength was its individualized customer service that extends to customizing every spray unit it sells. Its customers are classic male entrepreneurs who may or may not have a college degree, but who have invested everything they have in their lawn care business. We started with a new tagline (your ideas are where we start) and a new website. On the homepage, we featured a Graham rig that, when scrolled over, highlights the customizable features available. We supported the launch with print letters from the new CEO, flyers, a print ad, a brochure, trade show banners and email blasts. As part of our emphasis on customer service and support, we followed up with a print testimonial campaign featuring customers who got more than they expected from Graham.
