TruGreen

TruGreen®, a ServiceMaster brand, began working with Direct Agents in 2007 to help reach and acquire new customers online.

Overview

TruGreen® is the leading lawn care and landscaping company in the US. Since 1973, it has been the lawncare specialist of choice for commercial and residential homes. TruGreen® now boasts 3.4 million customers and counting across the US.

Approach

Prior to working with Direct Agents, TruGreen® focused mainly on marketing their company through traditional media means such as print advertisements, radio/TV commercials and direct mail. Direct Agents developed a focused media plan that aimed at targeting the brand’s core demographic online using affiliate marketing and CPM prospect emailing. TruGreen’s® main objective was to drive new consumers to their sign up lead form. To offset any challenges, the campaign was carefully monitored to maintain brand integrity and lead quality. Direct Agents also selected key lead generation media placements and monitored performance and lead quality conversions using the LeadPro verification system.

Results

Direct Agents’ aggressive email and affiliate marketing campaign resulted in thousands of quality leads within the first month. Due to the success of their online media plan, Direct Agents continues to manage these media channels for TruGreen® as well as ServiceMaster’ other brands: Terminix®, American Home Shield® and Merry Maids®.