Design/Build Marketing Tactical Worksheet

Produced and provided by Focal Point Communications • 800-525-6999

This marketing plan is broken into two worksheets. The worksheet below is a "tactical
plan", which means it's focused on the activities but not the schedule. The idea being
that you are the most qualified to decide on a schedule, and this view can serve as a
menu of marketing tactics you can choose from. The second worksheet (found on the
tab below) is a "calendar plan", and that plan assigns different tactics to specific
months. The calendar view is helpful if you are unsure of the lead time required for
given marketing tasks. We welcome your input and questions, so please feel free to
call us at 800-525-6999. Regardless of the plan you use, we encourage you to plan
early - it never hurts.

Direct Response

Sales letter mailing to all past clients or unsold

Past Client Mailing:
proposals. Past clients can be contacted for
landscape refresh services, and unsold
proposals are often worth pursuing. In many
cases past clients have not bought all parts of
your initial proposal. Ideally, you can send
them personalized letters soliciting them to
finish out the project per your original
suggestions.

Postcard mailers promoting your service, sent

to homes that match a demographic (home
Traditional Direct Mail:
value/income) criteria in areas you want to
target.
 EDDM allows you to do saturation mailings to
specific carrier routes, very economically. The
benefits include cost savings and a high level
of control over the timing. EDDM can be used
throughout the season to promote different
Every Door Direct Mail:
services: spring landscaping, hardscaping,
irrigation systems, fall landscaping, etc. - and
can also be used to promote your services in
neighborhoods where you are currently
working.

Design/Build contractors can use print

newsletters in a non-traditional manner.
Consider a print newsletter to be a quarterly
Print Newsletters: seasonal brochure that promotes your services
and spotlights recent projects. Print
newsletters should be printed and mailed to all
past clients as well as your prospect list.

Subscribe to a new mover list and mail

postcards to these new homeowners on a
New Homeowner Mailings: weekly or monthly basis. New homeowners
often need new service providers, and this
allows you to introduce your company to them.

Sales Presentation
 Having a professional looking presentation
folder can help impress upon your clients that
you are a professional and trustworthy
company to work with. Typically your clients
Presentation Folders:
will look at your work as a significant
investment, and it is highly recommended that
you use some type of sales presentation
folder.
Ongoing Communication

You should really have an e-newsletter

program in place, because it is highly
E-Newsletters: economical relative to the number of contacts
you can make through the year. Below is a
possible topic calendar you could consider.

January The Value of Trees in a Landscape

February Creating an Overall Landscape Plan
March Make Outdoor Dreams a Reality for Better Living
April Adding Hardscaping for Summer Entertaining
May Pavers for Patios or Walkways
June Proper Placement for Trees
July Make a Splash with a Water Feature
August Irrigation Systems Save Time, Money, Aggravation
September Fire Pits, Fireplaces, Patio Heaters
October New Trees and Shrubs Need Extra Attention
November Winter Landscapes Can Be Beautiful Too!
December Keep the Season Lively With Color
Design/Build Marketing Calendar Worksheet
Produced and provided by Focal Point Communications • 800-525-6999
This spreadsheet is designed to give you a calendar-based view of a potential marketing
program. Two of the biggest challenges in effective marketing are adequate planning and
committed follow-through. We hope this worksheet will help you with both of these
challenges. You may not need to use everything described, and you may of course add ideas
of your own. We welcome your input and questions, so please feel free to call us at 800-
525-6999.

Average
Prep Time
Needed Scheduled Estimated
(in weeks) Completion Cost

November

Website: Review your current website. Create new

6 to 15
site, rebuild and/or update.

Greeting Cards: Order/distribute holiday greeting

2
cards.

Creative Gifts to Key Clients: Larger gifts to key

clients - pumpkin pies at Thanksgiving, poinsettias, wall 1
calendars featuring local projects or landmarks, etc.

Mailing List Development: One of the most important steps in developing a marketing plan is to
develop a list of prospects. The development of a master list of qualified potential buyers is a key
step on which any direct mailing/direct marketing is built. It is recommended that you attend to this
step thoroughly, and below are several potential approaches.
Zip Code List: Based on prime areas. Define by zip
2
and home value and acquire new/updated lists.
Radius Lists: Based on picking the best neighborhoods
where you have completed a project. Select "number 2
out" from your clients.

Past Customer List: Generate a list of all past clients

who bought less than the initial proposal. If possible,
break out list by unsold services. Example: clients who 2
declined a proposed irrigation system, lighting system
or water feature.

Mailing Plan: Based on the lists and list counts above,

develop a mailing program/schedule that maximizes
exposure to your key prospects. We have outlined a
potential mailing program below utilizing postcards and 1
newsletters. Your program may be different, but it is
recommended that you decide on a plan as early as
possible.
December
Sales Collateral Review: December is a great time to review and take stock of existing sales
materials. This includes everything from letterhead and business cards to the brochures and folders
you provide to prospects during the sales process. It is recommended that you start the redesign of
any sales materials well in advance of the dates when you foresee needing them.

Lead Time Due Date Est. Cost

Sales Brochure/Materials: Review current sales
brochure or other marketing materials. Determine if
4
new pieces are needed to update your message and/or
your image.

Proposal Packages/Estimate Process: Review

existing process and appearance of finished proposals.
4
Determine if new or updated presentation
folders/brochures are needed.

Yard Signage: Be sure you have enough durable,

attractive, colorful and readable signs to place on 2
properties during projects.

January
Postcard Design/Printing: Handle the
design/printing of postcards to be used in February- 2 to 8
March.
Past Client Letters: Offer an on-site meeting to
3
evaluate the property.

E-Newsletter: "Landscaping as an Investment" 2

February
Postcard Mailing #1: Spring Landscape Postcard
2 to 3
Mailing

E-Newsletter: "Plan Now for Summer Floral Displays" 2

March
Postcard Mailing #2: Spring Landscape Postcard
2 to 3
Mailing

Spring Newsletter: Design/print/distribute newsletter

to all active clients and good prospects with company 4
and seasonal news.
E-Newsletter: "Walls, Walks and Patios" 2

April Lead Time Due Date Est. Cost

Postcard Mailing #3: Spring Landscape Postcard

2 to 3
Mailing

Irrigation Startup Postcard Mailing 2 to 3

E-Newsletter: "What Are You Doing for Arbor Day?" 2

May
Hardscape Postcard Mailing #1 2 to 3

Spring Newsletter #2: Design/print/distribute

newsletter to all active clients and good prospects with 4
company and seasonal news.

E-Newsletter: "Water Features" 2

June
Hardscape Postcard Mailing #2 2 to 3

E-Newsletter: "Landscape Lighting" 2

July
Summer Newsletter: Design/print/distribute
newsletter to all active clients and good prospects with 4
company and seasonal news.

Irrigation Installation Postcard 2 to 3

E-Newsletter: "Creating an Outdoor Room" 2

Fall Postcard Planning: Handle the design/printing of
2 to 4
postcards to be used in August-October.

August Lead Time Due Date Est. Cost

Fall Postcard #1: First mailing to promote fall
2 to 3
landscape installation.

E-Newsletter: "Quick Tips for Improving Curb Appeal" 2

September
Fall Newsletter: Design/print/distribute newsletter to
all active clients and good prospects with company and 4
seasonal news.

Fall Postcard #2: Mailing to promote fall landscape

2 to 3
installation.

E-Newsletter: "Tree & Shrub Planting" 2

Holiday Lighting Postcard: First mailing to promote

2 to 3
holiday lighting.

October
Fall Postcard #3: Mailing to promote fall landscape
2 to 3
installation.

E-Newsletter: "Quick Tips for Improving Curb Appeal" 2

Holiday Lighting Postcard #2: Second mailing to

2 to 3
promote holiday lighting.

NOW BACK TO THE TOP!

Additional Ideas
Mum Drop: Pick a Saturday morning and drop off a
potted mum with a letter, card or brochure in a target 2
neighborhood.

Landscaping for Kids: When meeting with a potential

client, determine if they have children. Incorporate a
"free" tree into the landscape that is specifically for the
youngster. This will really impress any prospect with 2
young kids.