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PROJECT OVERVIEW }
As a family owned and operated business since
1955, Springdale Nursery & Landscaping had
developed an excellent reputation in Camden, S.C.
The company operated a nursery and landscaping
service, but decided to sell the nursery and start
focusing on high-end residential and commercial
clients.
Talk,
Inc. was hired to help reposition the company
in the marketplace through branding and communications
strategies. In addition to establishing a visual
identity for Springdale Outdoor, the owner was
looking to engage his employees in the company’s
strategic planning process. Talk planned and moderated
an employee retreat to help Springdale Outdoor
define their mission, vision and core values.
The
first step in the development of a new brand for
Springdale Outdoor was discovery research. In-depth
interviews with the management team gave us a
better feel for the company’s personality.
A competitive analysis provided insight into how
Springdale could differentiate itself in the marketplace.
We
synthesized the research findings and began developing
concepts for the new visual identity. Talk realized
that both the logo and tagline needed to capture
Springdale Outdoor’s “can do”
spirit and its desire to grow into a company beyond
simply landscaping.
The
chosen logo symbolized growth and opportunity.
The chosen tagline, “Outside Your Expectations”,
communicated that this was not your typical landscaping
company.
We
designed corporate stationery, print advertisements,
a promotional DVD and the company website.
Springdale
Outdoor launched their new brand at the Colonial
Cup in Camden, S.C. As a major sponsor, Springdale
Outdoor had a beautifully landscaped tent decorated
with the brand colors. Banners touted the new
logo and tagline, and branded gifts, such as koozies,
molded chocolates, cups, mugs and DVDs, were available
for guests. The event was a great opportunity
for current and prospective customers to meet
the new Springdale Outdoor.
The
launch of the brand was a great success. The Colonial
Cup put Springdale Outdoor in front of their target
audience in a social setting that invited conversation.
Their professional look gave employees added confidence
when interacting with guests. The promotional
DVD made its debut on a wide screen tv, and consequently,
Springdale Outdoor handed out 150 DVDs during
the event. We also distributed a press release
to local media, announcing the launch of Springdale
Outdoor’s brand.
In
2007, the Springdale Outdoor stationery package
was honored with a Silver ADDY award by Coastal
Carolina’s chapter of the American Advertising
Federation.
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