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MATECUMBE MACHINERY
Brand Strategy Plan
M A T E C U M B E M A C H I N E R Y
Table Of Contents
1
M A T E C U M B E M A C H I N E R Y
Brand Strategy Content and Plan Objectives
Market Category
Servicing Map
Company Story
Company Mission and Vision
Company Values
Business Description
Emerging Trends
Powerful Solutions
Market SWOT
Competitive Framework
Competitive Landscape
Customer Research
Target Audience
Target Audience
Customer Personas
Path To Purchase
Points of Parity & Points of Difference
Positioning Statement
Brand Mantra
Brand Promise
Brand Vision
Brand Elements
Brand Elements
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
18
19
20
21
23
22
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
45
44
Brand Elements
Brand Elements – Packaging
Brand Elements – Packaging
Brand protection Plan
Marketing Mix
Budget
Product Strategy
Product Strategy
Price Strategy
Distribution Strategy
Integrated Communication Strategy
Integrated Communication Plan
Integrated Communication Plan
Integrated Communication Plan
Communication Options
Communications Campaign
Communications Campaign
Relationship Marketing
Brand Equity Management System
Brand Equity Management System
Brand Equity Management System
Brand Dashboard
Brand Management Organization
Thank You25
24
46
47
48
49
Brand Strategy
Context & Objectives
Matecumbe Machinery is a machinery brand serving much of
the Florida Keys and providing a variety of landscaping and
hardscaping services.
The objective of this Brand Strategy Plan is to increase brand
awareness by 60%, customer acquisition by 25%, and customer
retention by 50% as measured by the amount of engagement
the company receives, increasing revenue and revenue per
repeat customer.
Currently, clients are acquired through word-of-mouth without
the aid of marketing strategies. Therefore, the services provided
are often associated with the owner rather than the company. To
correct this, we will create a robust brand image by building a
social media presence as well as by developing a livery for the
company's equipment.
The primary goal is to strengthen the connection between the
company's work and its brand by cultivating a rich brand image.
The secondary goal is to create new customer acquisition
avenues by sowing the seeds of an impactful and sophisticated
digital presence. 2
M A T E C U M B E M A C H I N E R Y
Market Category
3
M A T E C U M B E M A C H I N E R Y
Agricultural Services
Landscaping & Hardscaping
• Lawn Maintenance
 Landscaping Installation & Removal
 Beach Cleanup
 General Machinery
 Waste Management
 Preconstruction Preparation
Matecumbe Machinery focuses on
general landscaping and hardscaping services:
• Tree installation & removal
• Beach cleanup
• Bobcat work
• Prep for paving companies (pre-construction)
Matecumbe Machinery is exploiting new
market trends:
• Artificial turf installation
• Dump trailer rentals (waste management)
Our Map
M A T E C U M B E M A C H I N E R Y
Matecumbe Machinery services the Florida Keys
Key Largo to Marathon.
Key
Largo
Islamorada
Marathon
The Lower KeysKey
West
4
About Matecumbe
Machinery
5
M A T E C U M B E M A C H I N E R Y
Matecumbe Machinery was incorporated in 2016
by Nathan Gasser, a Florida Keys Native with a
passion for hardscape and landscape design. After
growing up in the Florida Keys watching his Dad
run a successful bulldozing company, Nathan grew
an interest in machine and landscape work. With
several years of experience, Nathan has developed
many relationships and a wealth of knowledge
about the industry. Matecumbe Machinery is
continuing to beautify the Florida Keys one
residential and commercial site at a time.
Our Mission
Our mission is to offer high-quality, competitively
priced residential and commercial landscape and
hardscape designs, installations, and services that
enhance outdoor living spaces.
6
M A T E C U M B E M A C H I N E R Y
Our Vision
At Matecumbe Machinery, our vision is to grow and
expand our services throughout the Upper Florida Keys
by being locally recognized for our competitive pricing,
quality, attention to detail, and timely provision of
professional landscape, hardscape, and related machinery
services.
At Matecumbe Machinery, we pride ourselves on
going above and beyond for each of our customers.
We’re a locally owned family business with these
family values at heart:
Be Professional -- We pursue building genuine relationships and value
each connection we make. From answering a phone call to working in
your yard, our team prides itself on being professional and working hard
to win the trust of our clients so we can continue to be their first choice.
01
Be Resourceful -- We aim to include ingenious, inventive, and
imaginative ideas into every project to find a way to achieve our client’s
goals within their price range. We think creatively to generate ideas and
to identify alternatives to achieve the desired outcome because we are
committed to our results.
02
Deliver Exceptional Results -- We strive to deliver outstanding quality
in all phases of a project; Quality in our relationships, work ethic,
materials, plants, and services.
03
Our Values
M A T E C U M B E M A C H I N E R Y
7
Matecumbe Machinery
At A Glance
Business Description
Matecumbe Machinery is a family-owned and run business
Number of Employees: 2
Lines of Business: Landscaping Installation and
Removal, Dump Trailer Rental, Beach Cleanup,
General Machinery
Current Market Share: Approx. 5%
Ideal Market Share: 25%
Customer Breakdown:
75% Residential vs. 25% Commercial
8
M A T E C U M B E M A C H I N E R Y
Emerging Trends
Relevant Landscaping Trends in the Florida Keys
Landscaping maintenance costs continue to
escalate due in large part to rising utilities costs
Contractors refurbishing homes in wake of
hurricane damages need more flexible solutions
New and old Florida Keys residents require
services to continue rebuilding in wake of
recent hurricanes
9
The Challenges Our Customers Are Facing Include:
M A T E C U M B E M A C H I N E R Y
Powerful Solutions
Meeting the Landscaping Needs of Florida Keys Residents
Artificial Turf Installation provides solutions for
homeowners facing rising lawn maintenance costs
Dump Trailer Rentals provide contractors with
more user-friendly solutions versus traditional
rollaway dumpsters
Skilled Machinery Work means creating
flexible solutions for customers to get the job
done right, on-time, and at good value
10
M A T E C U M B E M A C H I N E R Y
S
O
W
T STRENGTHS
 Lack of digital marketing channels
 Logo/Brand name is not stamped on equipment when
rendering services
 Maintaining competitive pricing
 Total of two employees including owner
 Forced to outsource for larger scale landscaping jobs
 Faulty quote and billing system
SWOT Analysis
M A T E C U M B E M A C H I N E R Y
WEAKNESSES
OPPORTUNITIES THREATS Competitors in the market do not have sophisticated digital
marketing strategies
 Potential customers use Facebook and Instagram,
representing new opportunities to find customers
 Few competitors have equipment to access hard to reach
job sites
 Homeowners and contractors appreciate more flexible and
less intrusive dumping solutions
 New competitors in the target market
 Existing competitors (3 out of 5) have more years of
experience
 New pricing from competitors
 Competitors selling short loads of rock/mulch to gain
profit
 Strong connections with customers (small town)
 Brand awareness through positive word of mouth
 Flexibility in providing services
 Access to key contacts such as sub-contractors
 Detail-oriented
 Efficient mangement team
 Family business legacy
11
Taking a Dump: Specialized in
dump trailer rentals, charges less
per hour for machinery work
Gautier Tree & Landscape: Offers
full landscaping including
maintenance, emphasizes design
Juvier Trucking: emphasizes
hauling aspect of landscaping, aka
material sourcing/transport/delivery
High
Medium
High
Competitive Pricing / Price
matching
Offer Maintenance on top of
Landscaping
Charges below market level /
Undercuts competition
Competitive Assessment Framework
Profile Highlights Degree of Threat Rationale
M A T E C U M B E M A C H I N E R Y
Competitive Assessment Framework
12
Competitive Landscape
M A T E C U M B E M A C H I N E R Y
13
Matecumbe
Machinery
Gautier Tree &
Landscape
Juvier Trucking Corp
Taking a Dump Keys
Needs To Meet For Customer/Gaps
 Need jobs completed promptly and on-time
 Need less intrusive equipment on their job sites
 Conscious of what kinds of people are working on their
properties
 Need resourceful and innovative solutions for unique
properties and situations
 Need landscapers that deliver honest work with quality
materials
Matecumbe Machinery Brand
Recognition
 Locally-owned company that goes above and beyond
for their customers and will do what it takes to get the
job done within the customer's desired budget.
Consumer’s Preferences
 Competitive and fair pricing
 Transparency, honesty, and trust
 Attractive trailers to remove debris
 Clear and consistent communication
 Experienced and resourceful landscaper
 Equipment that has maneuverability and versatility
.
Competitor Brand Recognition
 Local company that hires non-locals as crew
members, offers maintenance services, as well as
additional cheaper services because they skim a little
of customer purchased supplies (I.e., rock, mulch)
Customer Journey
 Google search
 Internet ads
 Word of mouth
 Convenience
Customer Research
M A T E C U M B E M A C H I N E R Y
14
Target Audience
Territory includes Upper to
Middle Florida Keys, beginning
with Key Largo and stretching to
Marathon.
G
Residential:
• Mix of locals and second-home owners
• Average homeowners
• Affluent and ultra-rich homeowners with
estates
• Clients include both male and female
homeowners
Commercial:
• Restaurants and hotels
• Subcontracting for construction
• Driveway prep for paving companies
D
15
M A T E C U M B E M A C H I N E R Y
Geographic Demographic
16
M A T E C U M B E M A C H I N E R Y
• Homeowners rebuilding their
properties in wake of recent
hurricanes
• Homeowners and/or contractors
needing more efficient and less
aesthetically intrusive dumping
solutions
• Luxury property owners looking for
high quality work who are willing to
retain the right landscapers
B
• Business owners that need to maintain an
attractive storefront to attract foot
traffic and stay competitive or hotels
looking to improve comfort and lower
energy costs through strategic
positioning of landscaping
• Wealthy homeowners who live in or own a
second-home (vacation house) in a
specific neighborhood where attractive
landscaping is expected
• A hard-working homeowner with a family
who values well-maintained outdoor areas
and may not have the time do it
themselves or may not have the proper
equipment.
P
Behavioral Psychographic
Target Audience
Customer Personas
Age: 25-60
Assessed Property Value: $200,000 - $900,000
Location: Tavernier/Key Largo
Household Annual Income: $65,000-$150,000
Needs: Well-kept home, clean up entry
Age: 52-72
Assessed Property Value: $900,000 & above
Location: Islamorada/Lower Matecumbe
Household Annual Income: $200,000 & above
Needs: Keep a "status", host events
Type of business: Restaurants or hotels
Location: Lower Matecumbe to Key Largo
Needs: Attract customers, appeal to tourists
17
M A T E C U M B E M A C H I N E R Y
HARDWORKING HOMEOWNER LAID-BACK LUXURY HOMEOWNER BUSY BUSINESSOWNER
H A R D W O R K I N G
H O M E O W N E R
 Values well—kept
entryway and
backyard
 Usually, a young
couple with kids.
 Both work full-time,
therefore need the
extra hand tidying
up the outside of the
home for kids
playground purposes
and for aesthetics
 Need to maintain an
attractive storefront
to bring in
customers
 Looking to improve
ease of access to
property for
customers
 Hotels in search of
energy savings
techniques to lower
costs (placing trees
to create shade)
L A I D - B A C K
L U X U R Y
H O M E O W N E R
 They usually live in
isolated
neighborhoods with
similar homes where
upscale exterior
design is expected
 Likely to host large
events due to home
size therefore need
intricate landscape
design.
B U S Y
B U S I N E S S O W N E R
Path To Purchase
18
M A T E C U M B E M A C H I N E R Y
Brand Drivers:
Common reasons landscaping services are needed:
 Seasonal (hurricane damage)
 New homeowner/construction (re-design entry/backyard)
 Need to replace beach sand
 Need to add more pea rock to their yard
COMPETITORS' FEATURES:
 Basic landscaping services
offered
 Landscaping maintenance
services offered
MATECUMBE MACHINERY'S
FEATURES:
 Mini Bobcat
 Detail oriented outdoor
design
 Proactive landscaper
 Timely solutions
PROSPECTs' DESIRES:
 Functional space
 Outdoor design
 Accessibility
 Property attractiveness
Points of Parity (POP):
- Hauling materials
- Landscaping design
- Machine work
- Competitive pricing
- Locally owned/operated
Points Of Parity & Points Of Difference
Points of Difference (POD):
- Landscaping family legacy
- Nathan's reputation of trustworthiness
in landscaping the Keys
- Family-oriented business relationship
- Go-to neighborly service
- Design in small spaces - Mini Bobcat
- Strong emphasis on visual design
M A T E C U M B E M A C H I N E R Y
19
For Florida Keys homeowners and
businessowners, Matecumbe Machinery is the
landscaping company that offers both simple
and intricate landscaping designs for small
homes, luxury homes, and business properties
because of Nathan’s proven experience and
reputation, quality of work, and innovative
landscaping solutions in the Florida Keys.
20
M A T E C U M B E M A C H I N E R Y
Positioning
Statement
Brand Mantra
Honest.
Resourceful.
Landscaping
Solutions.
21
M A T E C U M B E M A C H I N E R Y
Brand Promise
"Making your vision a
reality with cooperative
design and
ethical business
practices."
22
M A T E C U M B E M A C H I N E R Y
Brand Vision
23
M A T E C U M B E M A C H I N E R Y
Physique
- Bobcat and other equipment
- Quality landscaping designs
- Keys native owner and operator
Personality
- Family-oriented
- Friendly and neighborly
- Honest and hardworking
Relationship
- Friendly Keys native
delivering quality landscaping
services you can trust
Culture
- Helping neighbors live their Florida
Keys dreams with a spirit of
collaboration, innovation, and
dedication.
Self-Image
- Easygoing and outdoorsy Keys
residents who love their island life and
enjoy spending time outside
Reflection
- Honest and hardworking
residents living the Keys lifestyle
The Landscaping Solution
for Your
Florida Keys Dreams.
Brand Name: Matecumbe Machinery
URL:
Brand Elements
Slogan: Leave The Dirty Work To Us!
www.MatecumbeMachinery.com
M A T E C U M B E M A C H I N E R Y
24
Symbols:
Brand Elements
25
M A T E C U M B E M A C H I N E R Y
Primary Logo:
OLD LOGO
SUGGESTED NEW LOGO
to demonstrate both the landscaping and
hardscaping elements of the company.
SECONDARY LOGOs
for smaller promotional
materials
Color Palette
Brand Elements
26
M A T E C U M B E M A C H I N E R Y
• #222160 • #82CEC9• #6d6a6a • #DCDCDA • #ffc40c• #4C4C4E
Fonts Blue Highway D Type
Headline Bold
Aa Aa Blue Highway D Type
Subheadline Semibold
Blue Highway D Type
Content Regular
Typography Style
Brand Elements - Packaging
27
M A T E C U M B E M A C H I N E R Y
01 Yard Signs for Current &
Completed Job Sites
02 Truck/Equipment Wraps
03 Company T-Shirts for
Employees & Customers
Brand Elements - Packaging
28
M A T E C U M B E M A C H I N E R Y
04 Stationary for quotes,
billing & thank you letters
05 Commercial signs &
Billboards
06 Business Cards
Matecumbe Machinery
Brand Protection Plan
Trademark: Matecumbe Machinery should trademark
the company name and logo in the United States to
legally protect the brand.
29
Google Alerts: Matecumbe Machinery should register
for Google Alerts to monitor the brand's website
mentions and internet searches. By doing so, it will notify
the company of copyright infringement and web
presence.
Employee Handbook: Matecumbe Machinery should
create an employee handbook to clearly outline
guidelines, procedures, and benefits.
Protect Web Content: Matecumbe Machinery should
create an account with the DMCA and display the badge
on their website to protect their web content.
M A T E C U M B E M A C H I N E R Y
Matecumbe Machinery
Marketing Mix
Product
Pricing
Distribution
Promotion
DistributionPromotion Strategy
PricingProduct Strategy
Innovative and
Quality
Landscaping
Solutions
Integrated and
Efficient Digital
Communication
Strategy
Industry Standard
Pricing Model
Delivers Value
Rendering
Services in the
Upper and Middle
Florida Keys
30
M A T E C U M B E M A C H I N E R Y
Marketing Program Budget
• 2020 Budget will represent first year with a dedicated
budget for Marketing strategies.
• 2020 budget is $2,000, representing 2% of Total Revenue.
• Budget projection for the next 4 years: 10% of YOY
incremental revenue added to previous year's budget
• Budget projection accounts for 5% YOY increase in revenue
31
M A T E C U M B E M A C H I N E R Y
Budget Allocation by Channel:
• Google Search: 35%
• Facebook: 30%
• Instagram: 20%
• Google Display: 15%
Dump Trailer Rentals
Unique solutions that bring
value and flexibility to a job
site
General Machinery
Specialized equipment and
skilled operators provide
innovative solutions for
landscaping needs
Beach Clean Up
Neat and timely work that
delivers great value and results
Artificial Turf Installation
Work that customers can count
on with solutions only a
neighbor and Keys native
would know to execute
Product Strategy
32
M A T E C U M B E M A C H I N E R Y
Powerful landscaping solutions that meet the needs of Florida Keys residents
with family-oriented service you can count on every time.
Potential
Products
Augmented
Product
Product Strategy
Product Strategy Matrix
After-Marketing Product Reinforcement
33
M A T E C U M B E M A C H I N E R Y
Core Product
Basic Product
Expected
Product
Quality
Work
Timely
Work
Innovative
Work
Referral
Program
Customer
Satisfaction
Survey
Collateral
Extended
Landscaping Care
such as Irrigation
& Lawn
Maintenance
Various Kinds of
Machinery Work
for Different
Landscaping Needs
Quality Landscaping
Solutions
Landscaping
Home
Improvement
Target Product Perception
Price Strategy
Value Pricing
Matecumbe Machinery utilizes a value pricing strategy that falls in line with the local industry standard.
34
M A T E C U M B E M A C H I N E R Y
Show Up Pricing
• $300 for the first hour of work
required to begin job
• Includes two machines with
operators
Residential Hourly Pricing
• $150 per hour per machine
(includes operator)
Contractor Hourly Pricing
• $130 per hour per machine
(includes operator)
Distribution Strategy
M A T E C U M B E M A C H I N E R Y
Maintain an area of coverage that is accessible to
the team in a timely manner.
Ensure all needed materials/supplies are brought on
the day they are needed – overprepare rather than
underprepare amount of supplies
Perform services in the time required to do them
well – customer pays for productive hours only
Efficiency
Readiness
Regionality
35
Opportunities
Facebook and NextDoor referrals paired with our
proposed referral program will result in generating
more jobs and in turn new customers will post on
these social platforms referring us to more
potential customers.
36
INTEGRATED COMMUNICATION STRATEGY:
MOVING CUSTOMERS THROUGH THE SALES FUNNEL
M A T E C U M B E M A C H I N E R Y
CORE MESSAGE
Tailored landscaping solutions with years of
proven experience and a legacy to back it up.
Increase Brand
Awareness by 60%
Increase Customer
Acquisition by 25%
Increase Customer
Retention by 50%
37
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
Drive Customer
Retention
Drive Customer
Acquisition
Sales per repeat customer
(Organic and Paid)
Brand name mentions,
number of
recommendations
Conversion rates, Sales,
ROI
Engagement, Reach,
Mentions
OBJECTIVES Non-traditional Communication
channel
TRACKING
Drive Brand Awareness
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
REACHING OUR
TARGET AUDIENCE
Businessowners are likely to
spend time on Instagram to
connect with their own
customers.
Luxury Homeowners usually
spend time on Instagram
scrolling for something to
catch their eye (newest trends).
Homeowners use Facebook as a
channel to keep in touch with
friends and get to know new or
existing neighbors.
Posting and advertising on
Facebook maintains the “family
friendly” environment while
staying present in any brand
name mentions.
M A T E C U M B E M A C H I N E R Y
New homeowners and
businessowners will Google
search for "Landscaping
service in the Keys."
38
Implementing Google Ads
can help the searching
process be an easier and
quicker path.
39
MATECUMBE MACHINERY'S
INTEGRATED COMMUNICATIONS PLAN
M A T E C U M B E M A C H I N E R Y
NextDoor
o Engage with potential customers
who are looking for landscapers
o Post content of recently
completed jobs
Google
o Search Engine Optimization
Instagram
o Live posts about landscaping jobs
o Implement content marketing by
posting landscaping tips
#GettingDirtyWithNate
Facebook
o Post family-friendly landscaping
content
o One-on-one relationships with
customers
o Reply to customer experiences &
feedback
Google
o Google Display Ads
o Google Search Ads
Instagram
o Instagram Ads (Sponsored,
Story, Video, IGTV)
Facebook
o Facebook Ads (Lead
Generation, Post Engagement)
Organic + Paid
Communication Options
40
M A T E C U M B E M A C H I N E R Y
Facebook:
Website:
Instagram:
NextDoor:
Email:
DAILY LANDSCAPING INSPO
WITH MATECUMBE MACHINERY
MATECUMBE
MACHINERY'S New Posts!
41
Communications Campaign
M A T E C U M B E M A C H I N E R Y
Organic Content
Marketing Strategy
#GettingDirtyWithNate
42
Communications Campaign
M A T E C U M B E M A C H I N E R Y
Relationship Marketing
Referral Incentives
Matecumbe Machinery prides itself on quality work which leads
to repeat customers and referrals for various services including
hurricane debris removal, additions to existing landscaping,
landscaping renovations, and more. A 10% discount can be
offered towards existing customers' future landscaping projects
if they refer a new customer.
• Encourages customer loyalty
• Engages new customers
• Secures repeat business
5
Post-Service Questionnaire
Once the work has been completed, customers can be provided
with a short questionnaire inquiring about the quality of the
work, the speed, the customer service, etc.
• Emphasizes a desire to continually improve
• Provides customers with a chance to feel heard
M A T E C U M B E M A C H I N E R Y
43
Brand Equity
Management System
44
M A T E C U M B E M A C H I N E R Y
OBJECTIVES
Create a tracking dashboard that includes
Facebook, Instagram (engagement, mentions,
reach) and Google Ads metrics (organic & paid).
Google Analytics dashboard to track website
traffic conversion rates.
Track conversions and attributions to properly
attribute conversion to relevant marketing
communication channels.
Brand Equity Management System
• Internal Inventory will be performed annually based on the following ongoing research:
45
M A T E C U M B E M A C H I N E R Y
Research Type Frequency Method To Determine
Qualitative Bi-Annually Interviews with key accounts
Current areas of strength and areas needing
improvement per the customer
Quantitative Annually
Study patterns in social media
engagement
How social media engagement fluctuates
depending on the season
Quantitative Annually Study trends in job frequency
What months/seasons see increased/decreased
business
Quantitative Annually
Compare revenue trends by
year
What times of the year we have increased or
decreased revenue
Long Term Audit Plan
46
Source Measuring Frequency Goal
Aggregate Job Revenue Revenue by customer type Quarterly
Determine what portion of
revenue comes from new vs
returning customers
Google/Facebook/Instagram
Engagement as measured as
impressions/clicks
Monthly
Determine which paid
advertisement method
delivers the most engagement
Google/Facebook/Instagram Cost per engagement Monthly
Determine which paid
advertisement method is
most cost-effective
Website Sessions/Bounce rate/Users Monthly
Determine website
performance and pages that
need improvement
M A T E C U M B E M A C H I N E R Y
Brand Equity Management System
Tracking - Short Term
47
M A T E C U M B E M A C H I N E R Y
Consumer report
Brand Dashboard
Brand Management Organization
Matecumbe Machinery
As an independently owned and operated
local startup company, Matecumbe
Machinery owner, Nathan Gasser, controls
and manages all responsibilities and
operations associated with the company.
Matecumbe Machinery outsources some
operational responsibilities as needed.
48
M A T E C U M B E M A C H I N E R Y
Nathan Gasser
Brand Development
Activities
Brand Equity
Measurement
Brand Strategy Brand Protection
Marketing
Branding
Advertising
Pricing of Competition
Sources
Outcomes
Branding/Price
Customer Service
Generating Business
Legalities
Matecumbe Machinery is a small local
company with only two full-time
employees. Matecumbe Machinery
outsources work or hires independent
contractors on an as-needed basis.
Thank You
49
M A T E C U M B E M A C H I N E R Y

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Matecumbe Machinery Brand Strategy Plan

  • 1. MATECUMBE MACHINERY Brand Strategy Plan M A T E C U M B E M A C H I N E R Y
  • 2. Table Of Contents 1 M A T E C U M B E M A C H I N E R Y Brand Strategy Content and Plan Objectives Market Category Servicing Map Company Story Company Mission and Vision Company Values Business Description Emerging Trends Powerful Solutions Market SWOT Competitive Framework Competitive Landscape Customer Research Target Audience Target Audience Customer Personas Path To Purchase Points of Parity & Points of Difference Positioning Statement Brand Mantra Brand Promise Brand Vision Brand Elements Brand Elements 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 23 22 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 45 44 Brand Elements Brand Elements – Packaging Brand Elements – Packaging Brand protection Plan Marketing Mix Budget Product Strategy Product Strategy Price Strategy Distribution Strategy Integrated Communication Strategy Integrated Communication Plan Integrated Communication Plan Integrated Communication Plan Communication Options Communications Campaign Communications Campaign Relationship Marketing Brand Equity Management System Brand Equity Management System Brand Equity Management System Brand Dashboard Brand Management Organization Thank You25 24 46 47 48 49
  • 3. Brand Strategy Context & Objectives Matecumbe Machinery is a machinery brand serving much of the Florida Keys and providing a variety of landscaping and hardscaping services. The objective of this Brand Strategy Plan is to increase brand awareness by 60%, customer acquisition by 25%, and customer retention by 50% as measured by the amount of engagement the company receives, increasing revenue and revenue per repeat customer. Currently, clients are acquired through word-of-mouth without the aid of marketing strategies. Therefore, the services provided are often associated with the owner rather than the company. To correct this, we will create a robust brand image by building a social media presence as well as by developing a livery for the company's equipment. The primary goal is to strengthen the connection between the company's work and its brand by cultivating a rich brand image. The secondary goal is to create new customer acquisition avenues by sowing the seeds of an impactful and sophisticated digital presence. 2 M A T E C U M B E M A C H I N E R Y
  • 4. Market Category 3 M A T E C U M B E M A C H I N E R Y Agricultural Services Landscaping & Hardscaping • Lawn Maintenance  Landscaping Installation & Removal  Beach Cleanup  General Machinery  Waste Management  Preconstruction Preparation Matecumbe Machinery focuses on general landscaping and hardscaping services: • Tree installation & removal • Beach cleanup • Bobcat work • Prep for paving companies (pre-construction) Matecumbe Machinery is exploiting new market trends: • Artificial turf installation • Dump trailer rentals (waste management)
  • 5. Our Map M A T E C U M B E M A C H I N E R Y Matecumbe Machinery services the Florida Keys Key Largo to Marathon. Key Largo Islamorada Marathon The Lower KeysKey West 4
  • 6. About Matecumbe Machinery 5 M A T E C U M B E M A C H I N E R Y Matecumbe Machinery was incorporated in 2016 by Nathan Gasser, a Florida Keys Native with a passion for hardscape and landscape design. After growing up in the Florida Keys watching his Dad run a successful bulldozing company, Nathan grew an interest in machine and landscape work. With several years of experience, Nathan has developed many relationships and a wealth of knowledge about the industry. Matecumbe Machinery is continuing to beautify the Florida Keys one residential and commercial site at a time.
  • 7. Our Mission Our mission is to offer high-quality, competitively priced residential and commercial landscape and hardscape designs, installations, and services that enhance outdoor living spaces. 6 M A T E C U M B E M A C H I N E R Y Our Vision At Matecumbe Machinery, our vision is to grow and expand our services throughout the Upper Florida Keys by being locally recognized for our competitive pricing, quality, attention to detail, and timely provision of professional landscape, hardscape, and related machinery services.
  • 8. At Matecumbe Machinery, we pride ourselves on going above and beyond for each of our customers. We’re a locally owned family business with these family values at heart: Be Professional -- We pursue building genuine relationships and value each connection we make. From answering a phone call to working in your yard, our team prides itself on being professional and working hard to win the trust of our clients so we can continue to be their first choice. 01 Be Resourceful -- We aim to include ingenious, inventive, and imaginative ideas into every project to find a way to achieve our client’s goals within their price range. We think creatively to generate ideas and to identify alternatives to achieve the desired outcome because we are committed to our results. 02 Deliver Exceptional Results -- We strive to deliver outstanding quality in all phases of a project; Quality in our relationships, work ethic, materials, plants, and services. 03 Our Values M A T E C U M B E M A C H I N E R Y 7
  • 9. Matecumbe Machinery At A Glance Business Description Matecumbe Machinery is a family-owned and run business Number of Employees: 2 Lines of Business: Landscaping Installation and Removal, Dump Trailer Rental, Beach Cleanup, General Machinery Current Market Share: Approx. 5% Ideal Market Share: 25% Customer Breakdown: 75% Residential vs. 25% Commercial 8 M A T E C U M B E M A C H I N E R Y
  • 10. Emerging Trends Relevant Landscaping Trends in the Florida Keys Landscaping maintenance costs continue to escalate due in large part to rising utilities costs Contractors refurbishing homes in wake of hurricane damages need more flexible solutions New and old Florida Keys residents require services to continue rebuilding in wake of recent hurricanes 9 The Challenges Our Customers Are Facing Include: M A T E C U M B E M A C H I N E R Y
  • 11. Powerful Solutions Meeting the Landscaping Needs of Florida Keys Residents Artificial Turf Installation provides solutions for homeowners facing rising lawn maintenance costs Dump Trailer Rentals provide contractors with more user-friendly solutions versus traditional rollaway dumpsters Skilled Machinery Work means creating flexible solutions for customers to get the job done right, on-time, and at good value 10 M A T E C U M B E M A C H I N E R Y
  • 12. S O W T STRENGTHS  Lack of digital marketing channels  Logo/Brand name is not stamped on equipment when rendering services  Maintaining competitive pricing  Total of two employees including owner  Forced to outsource for larger scale landscaping jobs  Faulty quote and billing system SWOT Analysis M A T E C U M B E M A C H I N E R Y WEAKNESSES OPPORTUNITIES THREATS Competitors in the market do not have sophisticated digital marketing strategies  Potential customers use Facebook and Instagram, representing new opportunities to find customers  Few competitors have equipment to access hard to reach job sites  Homeowners and contractors appreciate more flexible and less intrusive dumping solutions  New competitors in the target market  Existing competitors (3 out of 5) have more years of experience  New pricing from competitors  Competitors selling short loads of rock/mulch to gain profit  Strong connections with customers (small town)  Brand awareness through positive word of mouth  Flexibility in providing services  Access to key contacts such as sub-contractors  Detail-oriented  Efficient mangement team  Family business legacy 11
  • 13. Taking a Dump: Specialized in dump trailer rentals, charges less per hour for machinery work Gautier Tree & Landscape: Offers full landscaping including maintenance, emphasizes design Juvier Trucking: emphasizes hauling aspect of landscaping, aka material sourcing/transport/delivery High Medium High Competitive Pricing / Price matching Offer Maintenance on top of Landscaping Charges below market level / Undercuts competition Competitive Assessment Framework Profile Highlights Degree of Threat Rationale M A T E C U M B E M A C H I N E R Y Competitive Assessment Framework 12
  • 14. Competitive Landscape M A T E C U M B E M A C H I N E R Y 13 Matecumbe Machinery Gautier Tree & Landscape Juvier Trucking Corp Taking a Dump Keys
  • 15. Needs To Meet For Customer/Gaps  Need jobs completed promptly and on-time  Need less intrusive equipment on their job sites  Conscious of what kinds of people are working on their properties  Need resourceful and innovative solutions for unique properties and situations  Need landscapers that deliver honest work with quality materials Matecumbe Machinery Brand Recognition  Locally-owned company that goes above and beyond for their customers and will do what it takes to get the job done within the customer's desired budget. Consumer’s Preferences  Competitive and fair pricing  Transparency, honesty, and trust  Attractive trailers to remove debris  Clear and consistent communication  Experienced and resourceful landscaper  Equipment that has maneuverability and versatility . Competitor Brand Recognition  Local company that hires non-locals as crew members, offers maintenance services, as well as additional cheaper services because they skim a little of customer purchased supplies (I.e., rock, mulch) Customer Journey  Google search  Internet ads  Word of mouth  Convenience Customer Research M A T E C U M B E M A C H I N E R Y 14
  • 16. Target Audience Territory includes Upper to Middle Florida Keys, beginning with Key Largo and stretching to Marathon. G Residential: • Mix of locals and second-home owners • Average homeowners • Affluent and ultra-rich homeowners with estates • Clients include both male and female homeowners Commercial: • Restaurants and hotels • Subcontracting for construction • Driveway prep for paving companies D 15 M A T E C U M B E M A C H I N E R Y Geographic Demographic
  • 17. 16 M A T E C U M B E M A C H I N E R Y • Homeowners rebuilding their properties in wake of recent hurricanes • Homeowners and/or contractors needing more efficient and less aesthetically intrusive dumping solutions • Luxury property owners looking for high quality work who are willing to retain the right landscapers B • Business owners that need to maintain an attractive storefront to attract foot traffic and stay competitive or hotels looking to improve comfort and lower energy costs through strategic positioning of landscaping • Wealthy homeowners who live in or own a second-home (vacation house) in a specific neighborhood where attractive landscaping is expected • A hard-working homeowner with a family who values well-maintained outdoor areas and may not have the time do it themselves or may not have the proper equipment. P Behavioral Psychographic Target Audience
  • 18. Customer Personas Age: 25-60 Assessed Property Value: $200,000 - $900,000 Location: Tavernier/Key Largo Household Annual Income: $65,000-$150,000 Needs: Well-kept home, clean up entry Age: 52-72 Assessed Property Value: $900,000 & above Location: Islamorada/Lower Matecumbe Household Annual Income: $200,000 & above Needs: Keep a "status", host events Type of business: Restaurants or hotels Location: Lower Matecumbe to Key Largo Needs: Attract customers, appeal to tourists 17 M A T E C U M B E M A C H I N E R Y HARDWORKING HOMEOWNER LAID-BACK LUXURY HOMEOWNER BUSY BUSINESSOWNER
  • 19. H A R D W O R K I N G H O M E O W N E R  Values well—kept entryway and backyard  Usually, a young couple with kids.  Both work full-time, therefore need the extra hand tidying up the outside of the home for kids playground purposes and for aesthetics  Need to maintain an attractive storefront to bring in customers  Looking to improve ease of access to property for customers  Hotels in search of energy savings techniques to lower costs (placing trees to create shade) L A I D - B A C K L U X U R Y H O M E O W N E R  They usually live in isolated neighborhoods with similar homes where upscale exterior design is expected  Likely to host large events due to home size therefore need intricate landscape design. B U S Y B U S I N E S S O W N E R Path To Purchase 18 M A T E C U M B E M A C H I N E R Y Brand Drivers: Common reasons landscaping services are needed:  Seasonal (hurricane damage)  New homeowner/construction (re-design entry/backyard)  Need to replace beach sand  Need to add more pea rock to their yard
  • 20. COMPETITORS' FEATURES:  Basic landscaping services offered  Landscaping maintenance services offered MATECUMBE MACHINERY'S FEATURES:  Mini Bobcat  Detail oriented outdoor design  Proactive landscaper  Timely solutions PROSPECTs' DESIRES:  Functional space  Outdoor design  Accessibility  Property attractiveness Points of Parity (POP): - Hauling materials - Landscaping design - Machine work - Competitive pricing - Locally owned/operated Points Of Parity & Points Of Difference Points of Difference (POD): - Landscaping family legacy - Nathan's reputation of trustworthiness in landscaping the Keys - Family-oriented business relationship - Go-to neighborly service - Design in small spaces - Mini Bobcat - Strong emphasis on visual design M A T E C U M B E M A C H I N E R Y 19
  • 21. For Florida Keys homeowners and businessowners, Matecumbe Machinery is the landscaping company that offers both simple and intricate landscaping designs for small homes, luxury homes, and business properties because of Nathan’s proven experience and reputation, quality of work, and innovative landscaping solutions in the Florida Keys. 20 M A T E C U M B E M A C H I N E R Y Positioning Statement
  • 23. Brand Promise "Making your vision a reality with cooperative design and ethical business practices." 22 M A T E C U M B E M A C H I N E R Y
  • 24. Brand Vision 23 M A T E C U M B E M A C H I N E R Y Physique - Bobcat and other equipment - Quality landscaping designs - Keys native owner and operator Personality - Family-oriented - Friendly and neighborly - Honest and hardworking Relationship - Friendly Keys native delivering quality landscaping services you can trust Culture - Helping neighbors live their Florida Keys dreams with a spirit of collaboration, innovation, and dedication. Self-Image - Easygoing and outdoorsy Keys residents who love their island life and enjoy spending time outside Reflection - Honest and hardworking residents living the Keys lifestyle The Landscaping Solution for Your Florida Keys Dreams.
  • 25. Brand Name: Matecumbe Machinery URL: Brand Elements Slogan: Leave The Dirty Work To Us! www.MatecumbeMachinery.com M A T E C U M B E M A C H I N E R Y 24
  • 26. Symbols: Brand Elements 25 M A T E C U M B E M A C H I N E R Y Primary Logo: OLD LOGO SUGGESTED NEW LOGO to demonstrate both the landscaping and hardscaping elements of the company. SECONDARY LOGOs for smaller promotional materials
  • 27. Color Palette Brand Elements 26 M A T E C U M B E M A C H I N E R Y • #222160 • #82CEC9• #6d6a6a • #DCDCDA • #ffc40c• #4C4C4E Fonts Blue Highway D Type Headline Bold Aa Aa Blue Highway D Type Subheadline Semibold Blue Highway D Type Content Regular Typography Style
  • 28. Brand Elements - Packaging 27 M A T E C U M B E M A C H I N E R Y 01 Yard Signs for Current & Completed Job Sites 02 Truck/Equipment Wraps 03 Company T-Shirts for Employees & Customers
  • 29. Brand Elements - Packaging 28 M A T E C U M B E M A C H I N E R Y 04 Stationary for quotes, billing & thank you letters 05 Commercial signs & Billboards 06 Business Cards
  • 30. Matecumbe Machinery Brand Protection Plan Trademark: Matecumbe Machinery should trademark the company name and logo in the United States to legally protect the brand. 29 Google Alerts: Matecumbe Machinery should register for Google Alerts to monitor the brand's website mentions and internet searches. By doing so, it will notify the company of copyright infringement and web presence. Employee Handbook: Matecumbe Machinery should create an employee handbook to clearly outline guidelines, procedures, and benefits. Protect Web Content: Matecumbe Machinery should create an account with the DMCA and display the badge on their website to protect their web content. M A T E C U M B E M A C H I N E R Y
  • 31. Matecumbe Machinery Marketing Mix Product Pricing Distribution Promotion DistributionPromotion Strategy PricingProduct Strategy Innovative and Quality Landscaping Solutions Integrated and Efficient Digital Communication Strategy Industry Standard Pricing Model Delivers Value Rendering Services in the Upper and Middle Florida Keys 30 M A T E C U M B E M A C H I N E R Y
  • 32. Marketing Program Budget • 2020 Budget will represent first year with a dedicated budget for Marketing strategies. • 2020 budget is $2,000, representing 2% of Total Revenue. • Budget projection for the next 4 years: 10% of YOY incremental revenue added to previous year's budget • Budget projection accounts for 5% YOY increase in revenue 31 M A T E C U M B E M A C H I N E R Y Budget Allocation by Channel: • Google Search: 35% • Facebook: 30% • Instagram: 20% • Google Display: 15%
  • 33. Dump Trailer Rentals Unique solutions that bring value and flexibility to a job site General Machinery Specialized equipment and skilled operators provide innovative solutions for landscaping needs Beach Clean Up Neat and timely work that delivers great value and results Artificial Turf Installation Work that customers can count on with solutions only a neighbor and Keys native would know to execute Product Strategy 32 M A T E C U M B E M A C H I N E R Y Powerful landscaping solutions that meet the needs of Florida Keys residents with family-oriented service you can count on every time.
  • 34. Potential Products Augmented Product Product Strategy Product Strategy Matrix After-Marketing Product Reinforcement 33 M A T E C U M B E M A C H I N E R Y Core Product Basic Product Expected Product Quality Work Timely Work Innovative Work Referral Program Customer Satisfaction Survey Collateral Extended Landscaping Care such as Irrigation & Lawn Maintenance Various Kinds of Machinery Work for Different Landscaping Needs Quality Landscaping Solutions Landscaping Home Improvement Target Product Perception
  • 35. Price Strategy Value Pricing Matecumbe Machinery utilizes a value pricing strategy that falls in line with the local industry standard. 34 M A T E C U M B E M A C H I N E R Y Show Up Pricing • $300 for the first hour of work required to begin job • Includes two machines with operators Residential Hourly Pricing • $150 per hour per machine (includes operator) Contractor Hourly Pricing • $130 per hour per machine (includes operator)
  • 36. Distribution Strategy M A T E C U M B E M A C H I N E R Y Maintain an area of coverage that is accessible to the team in a timely manner. Ensure all needed materials/supplies are brought on the day they are needed – overprepare rather than underprepare amount of supplies Perform services in the time required to do them well – customer pays for productive hours only Efficiency Readiness Regionality 35 Opportunities Facebook and NextDoor referrals paired with our proposed referral program will result in generating more jobs and in turn new customers will post on these social platforms referring us to more potential customers.
  • 37. 36 INTEGRATED COMMUNICATION STRATEGY: MOVING CUSTOMERS THROUGH THE SALES FUNNEL M A T E C U M B E M A C H I N E R Y CORE MESSAGE Tailored landscaping solutions with years of proven experience and a legacy to back it up. Increase Brand Awareness by 60% Increase Customer Acquisition by 25% Increase Customer Retention by 50%
  • 38. 37 MATECUMBE MACHINERY'S INTEGRATED COMMUNICATIONS PLAN M A T E C U M B E M A C H I N E R Y Drive Customer Retention Drive Customer Acquisition Sales per repeat customer (Organic and Paid) Brand name mentions, number of recommendations Conversion rates, Sales, ROI Engagement, Reach, Mentions OBJECTIVES Non-traditional Communication channel TRACKING Drive Brand Awareness
  • 39. MATECUMBE MACHINERY'S INTEGRATED COMMUNICATIONS PLAN REACHING OUR TARGET AUDIENCE Businessowners are likely to spend time on Instagram to connect with their own customers. Luxury Homeowners usually spend time on Instagram scrolling for something to catch their eye (newest trends). Homeowners use Facebook as a channel to keep in touch with friends and get to know new or existing neighbors. Posting and advertising on Facebook maintains the “family friendly” environment while staying present in any brand name mentions. M A T E C U M B E M A C H I N E R Y New homeowners and businessowners will Google search for "Landscaping service in the Keys." 38 Implementing Google Ads can help the searching process be an easier and quicker path.
  • 40. 39 MATECUMBE MACHINERY'S INTEGRATED COMMUNICATIONS PLAN M A T E C U M B E M A C H I N E R Y NextDoor o Engage with potential customers who are looking for landscapers o Post content of recently completed jobs Google o Search Engine Optimization Instagram o Live posts about landscaping jobs o Implement content marketing by posting landscaping tips #GettingDirtyWithNate Facebook o Post family-friendly landscaping content o One-on-one relationships with customers o Reply to customer experiences & feedback Google o Google Display Ads o Google Search Ads Instagram o Instagram Ads (Sponsored, Story, Video, IGTV) Facebook o Facebook Ads (Lead Generation, Post Engagement) Organic + Paid
  • 41. Communication Options 40 M A T E C U M B E M A C H I N E R Y Facebook: Website: Instagram: NextDoor: Email:
  • 42. DAILY LANDSCAPING INSPO WITH MATECUMBE MACHINERY MATECUMBE MACHINERY'S New Posts! 41 Communications Campaign M A T E C U M B E M A C H I N E R Y Organic Content Marketing Strategy
  • 43. #GettingDirtyWithNate 42 Communications Campaign M A T E C U M B E M A C H I N E R Y
  • 44. Relationship Marketing Referral Incentives Matecumbe Machinery prides itself on quality work which leads to repeat customers and referrals for various services including hurricane debris removal, additions to existing landscaping, landscaping renovations, and more. A 10% discount can be offered towards existing customers' future landscaping projects if they refer a new customer. • Encourages customer loyalty • Engages new customers • Secures repeat business 5 Post-Service Questionnaire Once the work has been completed, customers can be provided with a short questionnaire inquiring about the quality of the work, the speed, the customer service, etc. • Emphasizes a desire to continually improve • Provides customers with a chance to feel heard M A T E C U M B E M A C H I N E R Y 43
  • 45. Brand Equity Management System 44 M A T E C U M B E M A C H I N E R Y OBJECTIVES Create a tracking dashboard that includes Facebook, Instagram (engagement, mentions, reach) and Google Ads metrics (organic & paid). Google Analytics dashboard to track website traffic conversion rates. Track conversions and attributions to properly attribute conversion to relevant marketing communication channels.
  • 46. Brand Equity Management System • Internal Inventory will be performed annually based on the following ongoing research: 45 M A T E C U M B E M A C H I N E R Y Research Type Frequency Method To Determine Qualitative Bi-Annually Interviews with key accounts Current areas of strength and areas needing improvement per the customer Quantitative Annually Study patterns in social media engagement How social media engagement fluctuates depending on the season Quantitative Annually Study trends in job frequency What months/seasons see increased/decreased business Quantitative Annually Compare revenue trends by year What times of the year we have increased or decreased revenue Long Term Audit Plan
  • 47. 46 Source Measuring Frequency Goal Aggregate Job Revenue Revenue by customer type Quarterly Determine what portion of revenue comes from new vs returning customers Google/Facebook/Instagram Engagement as measured as impressions/clicks Monthly Determine which paid advertisement method delivers the most engagement Google/Facebook/Instagram Cost per engagement Monthly Determine which paid advertisement method is most cost-effective Website Sessions/Bounce rate/Users Monthly Determine website performance and pages that need improvement M A T E C U M B E M A C H I N E R Y Brand Equity Management System Tracking - Short Term
  • 48. 47 M A T E C U M B E M A C H I N E R Y Consumer report Brand Dashboard
  • 49. Brand Management Organization Matecumbe Machinery As an independently owned and operated local startup company, Matecumbe Machinery owner, Nathan Gasser, controls and manages all responsibilities and operations associated with the company. Matecumbe Machinery outsources some operational responsibilities as needed. 48 M A T E C U M B E M A C H I N E R Y Nathan Gasser Brand Development Activities Brand Equity Measurement Brand Strategy Brand Protection Marketing Branding Advertising Pricing of Competition Sources Outcomes Branding/Price Customer Service Generating Business Legalities Matecumbe Machinery is a small local company with only two full-time employees. Matecumbe Machinery outsources work or hires independent contractors on an as-needed basis.
  • 50. Thank You 49 M A T E C U M B E M A C H I N E R Y